The Spark of Inspiration

I thoroughly enjoy conducting my one-hour coaching sessions. Anyone can sign up, allowing me to connect with fascinating individuals from diverse backgrounds.

Recently, I spoke with an artist dedicated to music therapy. He helps individuals learn to play instruments as a method to soothe and heal, which is undoubtedly vital in our current world. Although I admired his concept, he was struggling to sustain his business.

Despite some initial success with Facebook ads to promote his classes, he had exhausted every resource on sales funnels and lead generation. After years of relentless ad campaigns, he barely managed to make ends meet and was worn out. He had read my book, Belonging to the Brand, which discusses the relationship between business and community, and began to wonder if community-based marketing could be his solution.

As we explored potential business strategies, the meaning of Dana's quote finally illuminated my understanding.

Start a Movement, Not Just a Sales Cycle

The essential connection between sales funnels and community lies in emotional engagement. While a lead magnet can attract attention, it often turns into a never-ending treadmill of promotions. Continuous advertising and the quest for clicks can be draining, as my client was experiencing.

Imagine instead having a community where individuals not only purchase but also feel a sense of belonging. They support your mission because they resonate with your values. This is the essence of starting a movement: empowering people to achieve, create, or transform something significant. Dana's perspective rings true—this approach can lead to a more sustainable business model with considerably less strain.

However, building community momentum requires time and patience, both of which my client lacked. Whenever I encouraged him to consistently create content and cultivate an audience, he reverted to his reliance on sales funnels. The allure of quick results was hard to resist, and he felt trapped on the treadmill.

Through our discussions, he began to grasp that a change was necessary to escape the cycle of sales funnel fatigue.

Transitioning from Sales to Movement

While a community-focused strategy may not suit everyone, it was a perfect fit for him. He had the potential to change lives, and those around him admired him and wanted to be part of his journey. Yet, he was viewing his followers merely as sales prospects.

I emphasized that if he fostered a community of supporters, the treadmill could be a thing of the past. These individuals would enroll in his classes and workshops not just because of him, but due to their shared belief in the movement—music as a healing force.

Over time, their connections would evolve into friendships and collaborations, creating a sense of belonging to the brand. I'm pleased to share that he is now exploring this transformative path.

Dana's Boss Mom community boasts 80,000 members and generates nearly a million dollars annually. She has no sales team, no ad budget, and no reliance on lead magnets. Instead, she has cultivated a self-sustaining movement of mothers aspiring to thrive as entrepreneurs.

During our conversation for my book, I repeatedly asked her about her monetization strategies and ROI metrics. Each time, she reiterated that her primary focus was the movement itself—empowering mom entrepreneurs. When a movement thrives, the business tends to flourish as well.

This approach feels far more gratifying than traditional sales tactics, doesn't it? Fostering organic growth and customer loyalty supersedes the reliance on SEO and ad cycles. The movement nurtures, heals, and propels the business forward. In fact, the movement is the business.

This realization led me to assert in my book that community represents the ultimate marketing strategy. While content, ads, and SEO will always have their place, their significance is diminishing in our increasingly AI-driven landscape.

Yet, the need for community remains timeless. Have you considered inviting individuals to join your movement rather than simply guiding them through your sales funnel?

I genuinely appreciate your time and interest in this discussion! For more insights like this, visit the highly-rated {grow} blog, check out my Marketing Companion podcast, and explore my keynote speaking page. Stay connected on Twitter @markwschaefer, follow my personal adventures on Instagram, and discover my RISE community here.

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