One of the most effective new platforms to reach your tribe is through crowdfunding sites (indiegogo, kickstarter, changemakers, pave, crowdfunder, selfstarter, angellist, launchrock, gofundme ectcetra). This emerging field positions marketing at the core of the financial strategy.

Because a tangible business product does not yet exist, a crowdfunded investor pitch is about selling a vision. The consumer is involved more intimately in the whole business process and new avenues of engagement present themselves. It becomes increasingly critical to influence, inspire, and move to action.

The media campaign for crowdfunders is based around an online viral video telling the venture’s story. Although there is a product vision, reward offerings and pricing strategy to consider, the most prominent marketing component is the promotion aspect of the storyline comparing what is to what could be  For me the content structure is reminiscent of a ted talk or inspirational speaker. They usually touch subject matter suggested by the content marketer’s essential guide to the 21 types of content we all crave. The stories are delivered with imagery, realism and appropriate regard to context and audience so as to be psychologically pleasing.They often represent extreme niche positions that are adeptly framed.

Throughout our history the human brain has evolved to remember, interpret and share information through stories. Tribal leadership can be one of the most affecting ways to influence a broad audience and create a loyal following. It is about knowing where your value lies and targeting a specific segment so that you can focus your effort on connecting deeply with people who will then become your spokespeople.

It starts with the courage to take on the form of a leader, to be accountable for the uplifting as well as the potentially damaging attributes of the existing tribe and to embody them fully in a way that makes them visible and readily accessible to the curious onlooker. This transparent, honest embodiment is what attracts newcomers and allows them to connect to the message.

If you are authentic and find your true purpose, I can guarantee that there are people out there with whom your passion will resonate.  If you can communicate your vision effectively in a way that affects people then they will help you to achieve it.

Our modern society has created new ways to connect based on even the most obscure personal interest, so there’s no reason not to speak your truth and find your tribe.   Take control of your mind, stop listening to your insecurities and take a bold stand. Celebrate your quirks; it gives everyone that you touch permission to do the same.  Everyone needs an excuse to live out loud, and we’re grateful to those who provide the opportunity. Commerce is fundamentally an exchange, so if you create this experience of value for someone else, they will reciprocate and nourish your venture with the financial support and energy to nourish its growth organically.

Marketers often get a bad reputation for being salespeople of overtly commercial values. If examined at the superficial level seen in television ads and billboards there are plenty of examples of unethical behaviour. For example, advertisers may raise fears for the audience’s health if they don’t purchase the product, or rely on sexually explicit images to generate interest rather than the virtues of the product itself. Thankfully persuasion can be more effectively accomplished through positive associations than through fear. A brand that creates true value does not have to resort to fear based tactics. In fact ethical behaviour creates goodwill and fosters consumer loyalty. The most widespread example is exemplified in eco-branding strategies.

Marketing is so much more. Marketing at its core is all about communication. Relationships and people are the focus. Any healthy relationship contributes something to both participants and improves society at large.

When marketers study the human psyche and master of the art of persuasion, they gain the ability to exert undue influence over the vulnerable minds of the untrained public. This creates a power imbalance. To keep marketers honest and cognizant of their responsibility the approach must be value centric. In any sphere, success comes from a commitment to a practice of mindfulness. In marketing increased awareness will increase responsiveness to consumer needs.

A value based approach to marketing is an act of service. The consumer must enter the relationship by choice and will only stay long-term if their needs are met. The best approach to ensure loyalty is to engage emotionally with the consumer. Our emotions left unchecked permeate our thoughts which determine our actions and ultimately model our behaviour. To achieve a great emotional connection requires a tremendous act of emotional leadership from the marketer to allow themselves to be vulnerable and empathize in the style of Dr. Brene Brown.