And lastly, tons of small businesses have successfully built successful customer tribes and growth loops. One such business on top of my mind is "Liquid Death". You must have seen the bottled water in the hands of celebrities of all scales. The message is simple, "look cool without consuming hazardous alcohol or colas". Its tribe has slowly garnered hundreds of thousands of members and by going through its marketing and positioning strategies, you can also help build or market your products successfully.Let me know if you want to read more about Liquid Death.

One problem with Tribes is that companies often build tribes by going against the grain. This means you may offer a product that is beloved to your Tribe but not so appealing to everyone out of your Tribe. However, as your business grows, your goals will ultimately shift to a wider audience. So what will do to get more users without disappointing your Tribe?

Marketing against the grain

You will need to use the connections of your Tribe. Your current customers already have a social network of their own and by leveraging those connections, your business can grow much wider than its current size.The more they love your product, the more they will want others to join in. This way, after a while, your product would have garnered enough social proof and word of mouth that people outside your Tribe would love to join in. As you start getting more users, more feedback, and more revenue, keep on reinvesting and making it a loop of success.

Use Network Effect

Seth Godin believes that your target audience already exists. You need to discover them and bring them closer using your brand and marketing storytelling. How do you do that?You will need to use honesty and storytelling to bring your targeted audience closer to each other and ultimately to your brand. Seth Godin calls this approach creating "Tribes". Make sure your stories resonate with the values of your users. Don't impose your solution. Rather, paint a picture where your product or services helps them solve their need. Use words they use, expressions they wear and stories they listen.

Becoming a Tribe Leader

Back in the 1960s, achieving your marketing goals was a bit simplistic. You had a straightaway path to advertising, i.e., "running ads on TV channels". You would run an ad or two, get millions of viewers to watch your product, and get orders to achieve your sales and revenue goals. Today's Advertising is still pretty straightforward; you can use the internet to advertise your product. However, the same internet enables everyone else to do the same. You can be competing with 1000's of small and mid-scale businesses when advertising online. It has become hard to get eyeballs to your business.

Advertising is not like what it was once like

Persistent, consistent, and frequent stories, delivered to an aligned audience, will earn attention, trust and action.

So what's the solution? How do you compete with thousands of businesses around you using the same internet to market their products? Well, you don't. According to Seth Godin, you will need to find a need or a desire for something and create a product that meets or solve that need. That need can be related to anything such as freedom, belonging, connection, strength, adventure or any human need that needs to be fulfilled. Once you have discovered a "Need", you now have the basics of your marketing plan. You now have a "Why" that your product will solve.

Find a "Need"

"This is Marketing" delivers the message that marketing success comes from creating and focusing on the needs of Tribes rather than spamming everyone possible.

Over the past quarter century, Seth Godin has taught and inspired millions of entrepreneurs, marketers, leaders, and fans from all walks of life, via his blog, online courses, lectures, and bestselling books. He is the inventor of countless ideas and phrases that have made their way into mainstream business language, from Permission Marketingto Purple Cowto Tribesto The Dip. Now, for the first time, Godin offers the core of his marketing wisdom in one accessible, timeless package. At the heart of his approach is a big idea- Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. They don't just make noise; they make the world better. Truly powerful marketing is grounded in empathy, generosity, and emotional labour. This book teaches you how to identify your smallest viable audience; draw on the right signals and signs to position your offering; build trust and permission with your target market; speak to the narratives your audience tells themselves about status, affiliation, and dominance; spot opportunities to create and release tension; and give people the tools to achieve their goals. It's time for marketers to stop lying, spamming, and feeling guilty about their work. It's time to stop confusing social media metrics with true connections. It's time to stop wasting money on stolen attention that won't pay off in the long run. This is Marketingoffers a better approach that will still apply for decades to come, no matter how the tactics of marketing continue to evolve.

Understand yourself and those around you.

psychology

Psychology

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Marketing & Sales

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Strategy

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Entrepreneurship

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Books

Seth Godin is a bestselling author, entrepreneur and agent of change.Godin is author of ten books that have been bestsellers around the world, and he is also a renowned speaker. He was recently chosen as one of 21 Speakers for the Next Century by Successful Meetings and is consistently rated among the very best speakers by the audiences he addresses.Seth was founder and CEO of Yoyodyne, the industry's leading interactive direct marketing company, which Yahoo! acquired in late 1998.He holds an MBA from Stanford, and was called "the Ultimate Entrepreneur for the Information Age" by Business Week.

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