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Do You Lead a Tribe?
So far in the past five weeks, I've had four of my professional friends ask me for marketing advice. While honored at the invitation to supply my advice, I can see why many smaller businesses are hurting. Marketing a business or even a non-profit organization has changed subtly while not many people have been paying attention.
The reason for this being is that humans are beginning to mentally adapt. A constant stream of never-ending ads and logos on TV, Billboards, NASCARS, Newspapers, magazines, and especially the Internet has slowly trained our minds to ignore or fast forward over the mental clutter. Competition for your attention is becoming fierce.
 Is there a remedy to the situation?
I like to think so. There is a new book out by one of my favorite marketing authors Seth Godin. It's about how companies that become successful in the new marketing paradigm are those that have their own tribe. In fact, that is the name of his new book, Tribes . Seth talks about getting a group of people (your customers) to believe in what you do by including them in the way you do business or run an organization. You do this by consistently showing them that they are the integral part of your product or service then let them do the talking about you to others.
Seth walks the walk with his own example. About six months ago, he interacted with his online readers by asking them to pre-order his book. In return, you were allowed to submit your photo for inclusion on the inside of his hardback cover. I got my book last week, low and behold; there I am at the bottom right leg of the "R" in the collage of Seth Godin reader's photos. My picture is now globally published and I'm a celebrity in my own mind, even if it isn't that big of a deal to the rest of the world.
Is this an idea that you can steal for your business?
I've always wondered why salons don't have a professional photographer on hand at all times. It's a win-win for all three parties; the hair stylist, salon, and the professional photographer. The hair stylist and salon can show off their work to other clients (with customer permission) and the photographer doesn't have to work so hard at getting new clients. The same goes for cosmetic surgeons and orthodontists.
 As for doctors, what if you wrote about your patients who got healthy under your care (provided you stayed within HIPPA guidelines). Or you talked about increases in small epidemics that you are seeing in your area. I know one cardiologist in Miami whose practice has expanded exponentially since he started using their EMR to personalize his patient's medical records. Not only do the associate hospital techs love it, but the patients love being able to feel ownership and safety by having all their personal health records on their keychain.
People are yearning for a sense of community these days. When you help people feel popular, secure, or involved...they will return the favor 10 fold by saying great things about you.
To find more business marketing ideas like these get a copy of Entrepreneur magazine for the office. Just one borrowed great idea can lift your business income and pay for your subscription in one fell swoop.
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