Marketing is dead. Here are 4 ways you can build your tribe instead

Photo credit: Vendhq

The following is an edited excerpt from Platform: Get Noticed in a Noisy World by Michael Hyatt. The excerpt was provided by Thomas Nelson Publishing. You can buy a copy of the book here.

Most creatives I know hate marketing. They want to build things, innovate new products, write, speak, or entertain. But they hate the thought of promoting themselves or selling their products and services. If this describes you, I have good news. Marketing is dead.

Okay, maybe I am overstating my case. Marketing may not be dead, but, in the world of social media, it has morphed. Dramatically. Tribe-building is the new marketing.

Marketing is no longer about shouting in a crowded marketplace; it is about participating in a dialogue with fellow travelers. Marketing is no longer about generating transactions; it is about building relationships. Marketing is no longer about exploiting a market for your own benefit; it is about serving those who share your passion-  for your mutual benefit.

In his groundbreaking book, Tribes: We Need You to Lead Us, author Seth Godin defines a tribe as “a group of people connected to one another, connected to a leader, and connected to an idea.” I read this book right after it came out in 2008, and it is just as relevant today as it was then. It is must reading if you are serious about building an enduring career as a creative.

Godin says that a tribe only has two requirements: a shared interest and a way to communicate. It is easy to think of examples:

• Apple users. Just visit a local Apple retail store. People aren’t just there to buy products. They come to share their passion and interact with other enthusiasts. While other retailers struggle, Apple can barely keep up with the demand.

• Dave Ramsey fans. Ramsey has built an immense tribe of people who are passionate about getting out of debt and taking control of their money. It borders on religious fervor. No wonder. His philosophy has given hope to millions.

• Don Miller readers. His first book, Blue Like Jazz, was on the New York Times bestsellers list for months. He tried to make a movie based on the book but couldn’t raise the money. But his tribe wouldn’t let it die. They raised the money themselves.

• Evernote users. Who would ever think that a simple software database would engender such a large and burgeoning tribe? But with over twelve million registered users, Evernote has attracted a diverse and passionate group of users.

I am a proud member of all four tribes. But here’s the key for creatives: building a tribe is your ticket to enduring success. This is what platform is all about. It is a way for you to connect to your tribe.

How do you build a tribe? Let me suggest four ways:

1. Discover your passion. Marketing is the act of sharing what you are passionate about. Nothing more. Nothing less. For example, Gary Vaynerchuk started Wine Library TV. Though he no longer posts there, he built a huge tribe that didn’t exist when he began in 2006. It started when he discovered his passion for wine. Millions of people tuned into Gary’s short video program daily to discover new wines and better understand the wines they love. He has moved on to bigger and better things, but his initial effort is a testimony to what can be done when someone discovers his passion.