Our customers are our lives!
Without our customers, everything we’re doing falls flat. In the Expert Secrets book, Russell talks about how vital it is to build a movement. You want insanely passionate customers. You want people to be ready to do anything to work with you. But, that seems so much easier said than done when you’re starting out.
Most of us are genuinely desperate.
If someone crosses the threshold of our virtual business, we want to satisfy them. We have bills and overhead to take care of. We have families that we need to feed. We’ve got a mortgage or rent that comes calling. We don’t have time to be picky about who we work with. Money is the lifeline of our businesses.
Is building a following of passionate members of a community something you need stability for? Is it something that I can aspire to later on down the road? If I have to start now, what do I need to do to help my movement grow?
I don’t know about you, but these are the questions that raced through my head when I read Expert Secrets.
Building Your Movement Starts Today!
Once upon a time, there were causes that we took up arms to be a part of. A nation was a matter of pride, a religion helped refine your personality and identity, and a community had roots. Causes were everywhere. Most people were born into a cause or movement. Today, in the digital age, the melting pot has brought us all together. People no longer identify with much of anything. It’s one of the reasons why tribalism is so huge right now in the political world. People are hungry for identification and being able to be part of something, anything! They’re so desperate that they’re becoming militant.
Movements help people find out who they are.
Whether it’s politics, religion, or a nation; people are hungry for finding out who they are. This is why movements are so important! People are looking for something new and exciting to revolutionize their lives. You’re not just selling them a product or a service. You have to get out of that mindset that you are just offering a commodity. It’s time to expand and change the way you’re thinking.
But, how do I do this with my business?
Well, I want to give you ten tips to help you start implementing a movement in your business today!
1.) Learn to Say “No”
One of the greatest skills you can have as an entrepreneur or business owner is to say no. Yes takes all the glory. “I said ‘yes’ to the perfect deal!” or “I said ‘yes’ to a million dollar client!” All of these are awesome, but the power of no saves you from getting blown out of the water.
I understand that it’s intimidating for you to think of the possibility of denying a customer of turning away potential money, but it’s worth it. This doesn’t start with you just telling people no. The practical application is thinking back to your most difficult customers and identify the red flags that should have alerted you. How did they make your life miserable?
Compile a list of things you want to avoid. Know the signs that you need to watch out for. And then, in the event that a lead arrives and looks beet red because of all the red lights going off in your head, you know what to say to them. Tell them no. Send them on their way politely. Weeding out miserable clients and customers is crucial for your sanity, because it paves the way for the next tip.
2.) Pick Your Team
I want you to think back to elementary school when you were out at recess in the early spring. Sun on your face, breeze in your hair, and the rubber kickball in your hands! Whether you were the last picked or if you were the first, you should be able to understand the process.
You want the best!
It’s now your time to pick your team. Take the time to do what Russell says and identify your dream client. Think back to DotComSecrets and how you need to develop your avatar. Who do you want in your movement? Who are the A players you’re looking for? What traits and ambitions do they have? Find these people and foster a relationship with them to build your team!
3.) Start Seeing Things Differently
You’re not selling rubber stamps. You’re selling a memory. Alison Prince told me that once and it was like a hammer hitting me in the head.
You have to start seeing things in relation to their true value.
A fork means nothing to me. It’s a hunk of metal. What does have value to me is my family. If someone is selling me a fork, appealing to my utilitarian mindset isn’t going to work. If I’m looking at a fork for utility, I’ll go with whatever is cheapest or easiest for me to acquire. However, if you bring up that this is the fork that my little girl is going to use while she’s eating chicken nuggets after daycare all the way up to the day that she graduates; the value changes. If this is the fork I’ll be eating my wife’s amazing apple pie with for the rest of my life; you’ve piqued my interest. If this is the fork that will be there with me Thanksgiving and Christmas dinner from this year through all of my years, then I’m in.
That dollar fork just became a part of my family’s story.
So how does that help your movement? Because you’re no longer selling a commodity, but a part of their lives. You need to invest in their lives with your product or service. If you’re a dentist, you’re helping them communicate and relate to people around them by giving them confidence. You’re changing their lives. Once you start investing, people start caring.
4.) Build Your Title of Liberty
In Expert Secrets, Russell talks about the Title of Liberty. I won’t go into the history here, but go back and read the chapter or get a hold of the book and read through it. The point of the section is that you need a declaration of who you are and identify the movement. Your Title of Liberty should define the difference between you and your competitors and why you’re different.
Sounds cool, if you’re starting a revolution… But how does a dentist use this?
That’s where the rubber meets the road. How are you different from the other dentists in your area?
If you’re investing in your audience, then it will be easy for you to help them identify with your Title of Liberty. By perfecting Tip 3, you’ll be able to have people rally to your movement. Your Title of Liberty is going to inspire them and foster a new identity inside of them. How is your business going to declare a new way of thinking, a new lifestyle, and an identity for your people.
It’s not easy, but nothing great is. But, I will tell you this: it is worth the effort.
Look at LadyBoss as the prime example. Crushing millions of dollars and thousands of clients within their movement, Kaelin Poulin has been one of ClickFunnels’ biggest success stories and is one of Russell Brunson’s prime examples. She took the time and energy to build out a manifesto for her community and it has resonated to the tune of millions of dollars in revenue. It’s worth the time.
5.) Build Your Manifesto
One of the coolest things that your Title of Liberty allows you to do is design a manifesto. Manifesto is kind of a dirty word, but you’re going to want to change that. You want your people to have a mantra that they can identify with. You need to articulate your Title of Liberty into something your movement can rally behind. All you have to create is something that your customers can repeat every morning or throughout their day.
Can you see how this isn’t impossible if you just think of your offer as a product or a service and not a lifestyle change?
But, with a lifestyle change, your movement can rally behind and remind themselves of that movement daily.
6.) Break the 4-Minute Mile
In Expert Secrets, Russell talks about the legendary Roger Bannister and how he broke the 4-minute mile, something that could never be done. In fact, it was considered impossible. And then, guess what? He freaking did it.
Once he did it, it opened the door for untold numbers of people crushing that record to the point that it’s now only remembered for Roger Bannister breaking it!
How cool is that?
You can do the same thing for your customers and clients. What is holding them back? What are they trying to accomplish that you have already accomplished? Whether it is write a novel a month, make a million dollars selling candles, or doubling your client list in two weeks; you’ve done something that others wish they could done.
Let people know that you’ve crushed that 4-Minute Mile! Let people know that someone else has done it, because that leads to them wanting to breaking it themselves!
7.) Help Your Movement Break their 4 Minute Mile
Once you’ve broken your 4-minute mile, it’s time to help them accomplish it. If you’re helping your customers and clients achieve the impossible, they’re going to become engaged and passionate about being part of your movement. You’re helping them do what they never thought was possible. You’re changing lives!
So, give them the tools and the value that they need to crush the goals they have. This is entirely offer based, but it’s vital that you know that. What you’re providing them need to push your movement forward. It needs to help them accomplish what you’re promising them. All of these factors work in tandem to help your movement actually move forward.
So, think back to what helped you.
What was the advice, knowledge, or tool that you needed to break your 4 Minute Mile. Most people just need to find the path they need to take. So many people are interested in just knowing how you did the impossible. Give people something that will help them climb the ladder that you climbed and they will rally to you. Not only are you giving them a cause, you’re giving them the tools to achieve the impossible.
8.) Celebrate their Victories
Russell Brunson is big about the 2 Comma Club that he has implemented for ClickFunnels. When he showed people how so many of his customers were using ClickFunnels to make over a million dollars in their sales funnels, it was enormous.
Now, there are 300+ members of the 2 Comma Club
Why has the 2 Comma Club exploded? Because Russell sends out a customized plaque and invites them to walk across the stage and shake Russell’s hand at the Funnel Hacking Live Event! Because there is now something tangible for people to strive for. Who cares if you make a million dollars? In fact, people probably won’t even believe you if you make a million dollars. But now, with the 2 Comma Club, ClickFunnels customers now have prove, given to them by Russell Brunson himself, to prove they’ve made their million dollars.
Find something that you can give your customers and clients to celebrate the goal you’ve set for them. What kind of trophy, certificate, plaque, or any other object can you offer to celebrate this milestone? Create your own award system that will help people get excited for what you’re doing and who will want to join in. This is going to help newer members of your community have goals to strive for. This just helps you elevate your movement through your value ladder a little bit easier.
9.) Be the Standard
This one might be a little hard for people to swallow, but it’s a necessary pill. You need to be a role model. The attractive character is so vital for your customer base and it is often so neglected. People are all about producing content and trying to build their following through social engagement, but people are not interested in you unless you are attractive to them. So what makes you attractive?
Doing what they wish they could.
While you are succeeding, document and share your victory. That is what builds your following. Once you have succeeded, having openness and transparency is vital to keeping people around. You are the living standard for your movement to follow. You need to start living the life you are trying to encourage them to live. Now, this is a big responsibility. It can scare some people. You have to start living your movement. You have to believe and commit.
But it’s worth it.
People will begin to identify with you more and more. They will want to emulate the good and learn from the bad, because you’re farther down the road from them. It’ll help you really build and solidify the movement as a whole.
10.) Give them a Place to Call Home
Whether you are creating a week long seminar, a weekend retreat, or just a Facebook page; give your movement a home to call their own. Every community and movement has to have a place that they can identify as safe territory. Not only do they want to express their ideas, but they want to meet the others out there that are just like them. They want to know who has had success and who is standing in the same spot they are.
You should definitely start with a group on Facebook or on the social media platform your choice. Give them a home to meet each other. This is going to build a community culture where you can offer a retreat to your movement. As the conversation grows, they’ll be more engaged and excited to be a part of your movement.
Keep the movement alive and keep pushing to build that ultimate community your business deserves!