It doesn’t really matter if you are flying people to the moon, if nobody knows, shares, or cares about it. While we like to believe that the best man wins, far less superior solutions win all the time. Regardless of what we may think, it all boils down to one thing. Availability. Availability rules seven days a week.
It seems like everybody, and their cat, has something they would like to share with the world these days. This could make it difficult for your brand, project or product to make it big. Do you get ever get a sense that you are at odds? Are there other ways of becoming more mentally, socially and emotionally available? When others zig, you zag!?
Language can open and sustain frequencies
Language has the power to open frequencies, but it’s really up to people to tune in if they feel like it. If you approach people in the wrong way you will turn them off. For example by being too salesy, over-confident, or akward. You may be opening frequencies in the wrong way, because you are acting like a wannabe.
When we speak with young children we tweak our voice, and when we referee a game we shout. But it’s not only how we say, but what we do and where. With the right approach you can connect with the most buttressed of individuals. You simply have to find, master and share the right frequency. It may be golf, travel, or something as exotic as steampunk.
We all carry hundreds of different frequencies, but most companies are jamming the signal on a select few. Many either following their brand book like mindless drones, more concerned with stringency than connectivity, or have a very shallow understanding of the people they want to reach. It’s not really their fault, because they are following the industry handbook.
It’s safe to say that the relevance of mass frequencies is in decline. They are not what they used to be, when middle-aged Joe:s in the city had a lot in common. Volvo:s are bought by both young and elderly, and runners can be found in any shape and size. Markers like age, sex and nationality, do not have the same relevancy as they did for our ancestors. Many people find it hard to get excited about being approached as a middle-aged Joe.
Luckily there are some potent and untapped frequencies that you can use on your trek towards availability.
We all carry hundreds of different frequencies, because we all belong to many different tribes. Tribal frequencies are powerful, because they tap in to our need to belong, and make sense of the world. When we open tribal frequencies we connect with people and their passions, whether it’s for golf, startups, vintage or meaningful brands.
In contrast to mass frequencies, that address individuals with little in common, tribal frequencies are all about connectedness. Tribal frequencies are rich, because they have deep wells to draw from. They can be created and sustained from a shared repertoire of meaning, beliefs, and values. Which in turn are derived from symbols, experiences and stories. It’s important to understand that tribal influencers are the true masters of these frequencies. They can both help you to tune in, as well as lend you their halo.
You should never use a tribal frequency as a scheme to shove stuff down people’s throats. Focus instead on bringing authentic value to people’s lives, and share what matters. Brands that do this well receive a special perk. Over time, they themselves become a symbol – a secret handshake – that people can use to connect with others and express their tribal membership.
If you are a small player in your niche, like a personal blogger, startup, small business or crowd-funder, you can use the fact that you can’t communicate with everyone to your advantage. Rather than operating mass frequencies you can become more accessible to people through their passions.
If you represent a large player in your niche, but find it difficult to cut through the noise, then you should consider a more refined strategy that uses tribal frequencies to your advantage. Red Bull for example communicates over 35+ frequencies to connect with passions ranging from ice climbing to rugby. Chances are at large that you, as a big player, already touch upon lots of tribal passions, but need new ways of thinking and doing.
Examples of brands opening tribal frequencies
Kellogs Nutri-Grain opened the world’s first glow-in-the-dark skate park in Australia this year. They also automatically take photos of skaters in the park, and identify them using RFID chips. (Shared by Feffe Kaufmann, checkout Feffekaufman.se)
HootSuite, the social media management dashboard, elegantly taps in to the Game of Thrones tribe with their Social Media “Winter is coming” infographic. This is a really nice example of understanding, and tapping in to a tribal frequency.
Gumalon, an interactive game powered by chewing, was developed by Stride Gum. I contacted them to ask them how they used their innovative game to connect with gamer tribes. It appeared that they weren’t in that mindset. A missed opportunity!
Your 4 step plan to gain increased availability
This plan is built upon the wisdom of digging where you stand.
1. Discover the tribes your customers treasure
2. Select one or a few
3. Understand the codes required to authentically open and sustain tribal relations
4. Master the tribal frequency, and join the tribal co-creation process
[zilla_alert style=”yellow”]Do you dig the concept of tribal frequencies? Do you think that they help you – your startup, business, blog or project – grow?
Please tune in and leave a comment if this post resonated with you. Thanks![/zilla_alert]