Okay, first up, sorry for the ebonics; just thought I'd mix it up a bit.
But, here's the question, "How well can your clients relate to your brand?" Can your clients find a place within your community? To borrow a term from Godin, can your target clients relate to other members of your tribe?
Here's a picture I took the other day...
Simply put, a gym trying to convey a message of encouragement to people just like Ron - people who too could see themselves losing weight.
Sure, there's a commitment involved - financial, time and effort - but, the selling point is the end result. And, don't think the end result is just the weightloss. The end result may be a connection to something greater - a community of like-minded people going in the same direction.
People desire a community. Once they find a place that they can connect and relate to others, they will generally do anything to be a part. Financial and time commitments, to name a few, shrink in the sight of belonging to a community.
What are you trying to sell? Products or a chance to belong? What are you trying to build? A client base or a community? One brings income; the other adds value.
(Oh yeah, congratulations Ron. Keep up the great work!)
