Thank you Neela for letting me post here, it is an honor I do not take lightly.
I think many people, marketers in particular, mistake what makes a great community, and what makes great marketing. Because it’s the same thing: The focus on the ‘bigger, cooler thing’.
The community isn’t about the individual anymore than great marketing is about the product. You talked about how in Trinidad everyone in your community checked on each other. Yes, gossip was involved, but it was mainly about everyone working together to stay connected to each other. Everyone played a role in helping achieve the LARGER goal.
Great marketing is about asking the tough questions. “What’s the bigger, cooler thing that has nothing to do with us (the brand) and that has everything to do with the customer?”
Build a community around THAT. Build your marketing around THAT.
Thank you Neela for sharing Mark's talents here! What a wonderful perspective on marketing; the companies who crack this code have the prospect of both enduring and endearing relationships with their customer base. I love how you frame the distinction between a transaction and a relationship - for me it's about creating win/win relationships, if we view a sale as a transaction, that's all it will ever be. Love your work!
Thank you Alexander! It really is the difference between seeking a transaction and seeking a relationship. Relationships require work and compromise. Most companies are too lazy and self-centered for that, unfortunately. Appreciate your thoughts!
Viewing a sale as a relationship rather than a transaction makes all the difference. It’s about creating value and connection that lasts. So glad you enjoyed the article and Mack's insights!
I have had this saved in my inbox for nearly 3 weeks and the timing of opening it today couldn't be better.
I have been preaching that we (podcast hosts, media, etc) focus so much on getting the next person to interview that we forget about the people that we already interviewed.
Go back and share their story again and again and again.....why? Because they will feel like the rock star in your community. From there they will want to be a bigger part of your community and bring other people in because YOU TREATED THEM LIKE ROCK STARS!!!
The formula seems too simple but that is because it is.
We have a 'rule' of commenting with intentionality to our community members and share their stories along with the stories they shared with us. It brings people together, they trust you and want to be a bigger part.....SIMPLE!
Hey Jason, thanks so much for going back and reading. I am the same way, but not always as good as you are about going back and reading that saved post.
There’s absolutely power in noticing and acknowledging the people that continue to show up and interact with you. Love those stories, we all have one and when someone takes the time to ask about yours or to retell it to others…it matters.
Thanks for sharing a bit of yours, Jason. Have a good week!
Hey Mack....my pleasure. The title said marketing and community and I wanted to give it the necessary attention....clearly that meant waiting 3 weeks but I'm glad I read it.
I noticed this phenomenon when podcast hosts of shows that I was on never reached out for a follow-up or a 'Where Are They Now' conversation.
Made me scratch my head and now, that is a big part of what we do. Connect with people, share their story, re-connect with them.
Oh a guest post! Very interesting. It seems like such a no brainer when you explain it that way, but its so true though that most of the marketing focuses on the moments before someone pays, how to get someone to sign up. But almost none of it focuses on what happens after. Maybe that's why when you buy something new, the anticipation and the time beforehand is always so much fun and then when you finally get it it's almost anticlimactic.
The rock star analogy is so powerful, Mack. The deep emotional connection with the star and also the other fans. I see that Apple managed to do this, too. I'm thinking more about how this could work for different products and services. I love your diagram , too.
Great guest post theme, Neela. I'm looking forward to Bette's take on it next. Plus, drafting mine!
Thank you, Lisa! I think Apple is a bit unique in that Steve Jobs had such uncanny insights into what the average Apple customer wanted before they did. For instance, when did everyone decide they wanted a smartphone that had a touchscreen you could scroll with your fingers? The second they saw Jobs demonstrate it for the first time. It also seems like innovation at Apple has slowed the last several years, and I suspect that’s largely due to the loss of Jobs’ influence on product design.
Looking forward to reading your and Bette’s posts! Neela is the best!
Loved this article and your perspectives that I completely agree with, Mack. So many great examples of pouring into those that believe and want to receive from you versus chasing the unknown. Although I wouldn't be as bold to call myself a rockstar, this is where my focus is.
ps-Your Aunt Alyce sounds like she was truly amazing.
Great point:: Want to bring it all home? Create marketing that focuses on HOW and WHY customers will use your product, instead of the product itself. Then when they buy the product, give them access to a COMMUNITY of customers focused on the HOW and WHY of your product. Smart marketers, value the credo your best customer is your existing customer. Cynical marketers remember one of the all-time great marketers said: - “There is a sucker born every minute.” – P.T. Barnum.
Great article from Mack. I think the phenomenon he describes about marketing being focused on getting a new customer is increasing. I have experienced buying digital products on Substack. The other major marketing mistake is to either drop you or deluge you if you don’t buy in their avatar based customer journey.
Thanks, David! I agree that focusing on acquiring new customers is a growing trend, but it’s often at the expense of keeping the ones you’ve already got. And you're right about the marketing extremes. Either they forget you exist or drown you in relentless follow-ups. There’s gotta be a sweet spot somewhere.
I often tell clients that it's not about constantly selling to people. It's providing value by sharing helpful information, offering educational tools, and having real conversations.
Too many get caught up in chasing the sale or the subscriber, and they forget that people don’t want to feel like they’re just being sold to all the time.
It’s building trust and offering something useful, rather than constantly bombarding people with "buy my thing."
Absolutely, Bette! Building trust and offering value is key. When you focus on real conversations and genuinely helping others, the sales naturally follow.
Hi Bette! I agree completely. And it's not even about 'lifetime value of the customer'. Happy customers tell other customers to buy from you. But the reality is, we are creatures of habit. I will keep buying from brands I really have no loyalty toward, simply because I am too lazy to switch. I think many customers are the same way.
But happy customers don't just stay loyal, they go out and actively recruit others to buy as well. That is almost impossible to measure (at least from an organic selling perspective), yet its very reason. Companies that communicate appreciation for their customers cultivate that loyalty.
Ughhh! Don't even get me started on wasps. I had a yellow jacket nest up in my attic a couple years ago. As I was trying to get rid of them, the dusting powder I used started sealing off their exit/entry. Well, you know what happens when that occurs, right? They start coming into the house. I was in my kitchen making lunch and there was one hovering right around my countertop. Luckily, here they die off by fall so I didn't have any more problems with them. But man they can build a nest fast and multiply like crazy.
I can avoid yellow jackets. But wasps are vindictive! They will fly after me and then if I shoo them away, they will come back and try to sting me! Cannot stand them! *slightly terrified of wasps*
Yeah, I'm not a fan of them at all. My dad was extremely allergic. I've only been stung once in my life and it was by a yellow jacket. I stepped on it. But they are pretty aggressive. We have a lot of those and paper wasps in my area. Are you talking about hornets? 🐝 They are extremely aggressive and they will follow you for a long distance. I learned all kinds of things about wasps because I researched it ad nauseam when I was having my attic problem! 😂
Not a marketer here (HR by experience), but I feel like this post should be Marketing 101 for all business professionals. A really, really good read. Thank you Mack and Neela!
I loved the insights in this column about community beyond the marketing, and it's great to lift up other voices in conversation. Brilliant idea. Thanks!
Thank you Hans. Building a community has so many advantages for the average company. Why just look at the value derived from simply having a better way to collect solid feedback from customers? That alone pays for any associated community management expenses. But as with much in life, people chase shortcuts rather than put in the work to see real results. *soapbox going back under bed*
Mack, I love this idea. So simple yet something I've never considered. Community really is everything, isn't it? Community solves so many problems-- from loneliness to product marketing-- who knew the problem-solving capabilities of building community could reach so far? Great piece.
Right? Community is the underrated problem-solver nobody talks about.....until they need it. Whether it’s connection, support, or even marketing, it all comes back to people showing up for each other. Love your take on this, Shlee
Thank you, Shlee! I am very happy to see @Neela 🌶️ doing a series on what community really means. I think some marketers are beginning to try to position a community as ‘oh that’s that thing I create where people online will do stuff for me! Like if I had a ‘community’, they would grow my Substack for me!’
Anyone wanting to know what building a community online looks like only needs to look at Neela’s feed. All she does all day is promote and engage with everyone else. That’s the secret, you build up the people you care about, and they will do the same for you.
It’s a lot of work involved, but it’s very rewarding work. Thank you so much Shlee for reading and sharing!
I agree, Neela’s amazing. I’ve been following her for some time now and she has the skill and the sense of community to become successful at anything she tries her hand at!
Thank you Neela for letting me post here, it is an honor I do not take lightly.
I think many people, marketers in particular, mistake what makes a great community, and what makes great marketing. Because it’s the same thing: The focus on the ‘bigger, cooler thing’.
The community isn’t about the individual anymore than great marketing is about the product. You talked about how in Trinidad everyone in your community checked on each other. Yes, gossip was involved, but it was mainly about everyone working together to stay connected to each other. Everyone played a role in helping achieve the LARGER goal.
Great marketing is about asking the tough questions. “What’s the bigger, cooler thing that has nothing to do with us (the brand) and that has everything to do with the customer?”
Build a community around THAT. Build your marketing around THAT.
Happy Tuesday, sis!
So basically, the secret to great marketing and great communities is... not making it about yourself?
Wild concept. 😆 But seriously, Mack, this is a gem
Really enjoyed doing this collab with you bro.
Happy Tuesday :)
We do work well together, sis :)
Be sure to check out Mack's publication for my article today -
https://mackcollier.substack.com/p/the-brand-diaries-in-n-out-burger
Thank you Neela for sharing Mark's talents here! What a wonderful perspective on marketing; the companies who crack this code have the prospect of both enduring and endearing relationships with their customer base. I love how you frame the distinction between a transaction and a relationship - for me it's about creating win/win relationships, if we view a sale as a transaction, that's all it will ever be. Love your work!
Thank you Alexander! It really is the difference between seeking a transaction and seeking a relationship. Relationships require work and compromise. Most companies are too lazy and self-centered for that, unfortunately. Appreciate your thoughts!
I totally agree Mark, and you're very welcome!
Hey bro
I couldn’t agree more.
Viewing a sale as a relationship rather than a transaction makes all the difference. It’s about creating value and connection that lasts. So glad you enjoyed the article and Mack's insights!
Always appreciate the feedback.
It was a wonderful piece Sis, thank you for facilitating it!
I have had this saved in my inbox for nearly 3 weeks and the timing of opening it today couldn't be better.
I have been preaching that we (podcast hosts, media, etc) focus so much on getting the next person to interview that we forget about the people that we already interviewed.
Go back and share their story again and again and again.....why? Because they will feel like the rock star in your community. From there they will want to be a bigger part of your community and bring other people in because YOU TREATED THEM LIKE ROCK STARS!!!
The formula seems too simple but that is because it is.
We have a 'rule' of commenting with intentionality to our community members and share their stories along with the stories they shared with us. It brings people together, they trust you and want to be a bigger part.....SIMPLE!
Thanks for this post.
Happy Monday Jason - thank you for taking the time to go back and leave feedback. You are the best. Have a good week ahead.
Hey Jason, thanks so much for going back and reading. I am the same way, but not always as good as you are about going back and reading that saved post.
There’s absolutely power in noticing and acknowledging the people that continue to show up and interact with you. Love those stories, we all have one and when someone takes the time to ask about yours or to retell it to others…it matters.
Thanks for sharing a bit of yours, Jason. Have a good week!
Hey Mack....my pleasure. The title said marketing and community and I wanted to give it the necessary attention....clearly that meant waiting 3 weeks but I'm glad I read it.
I noticed this phenomenon when podcast hosts of shows that I was on never reached out for a follow-up or a 'Where Are They Now' conversation.
Made me scratch my head and now, that is a big part of what we do. Connect with people, share their story, re-connect with them.
Oh a guest post! Very interesting. It seems like such a no brainer when you explain it that way, but its so true though that most of the marketing focuses on the moments before someone pays, how to get someone to sign up. But almost none of it focuses on what happens after. Maybe that's why when you buy something new, the anticipation and the time beforehand is always so much fun and then when you finally get it it's almost anticlimactic.
Exactly Sophie!
We’re all so focused on the lead-up to the sale, but the real magic and long term value happens after.
I hope you have a good week ahead.
Thank you so much for taking the time.
Hi Sophie! You are exactly correct AND science backs up your assumption. Our satisfaction with a new purchase goes down the longer we own the product.
The only purchase where our satisfaction goes up is when we spend the money on experiences. Like travel and tourism. Have a great weekend, Sophie!
The rock star analogy is so powerful, Mack. The deep emotional connection with the star and also the other fans. I see that Apple managed to do this, too. I'm thinking more about how this could work for different products and services. I love your diagram , too.
Great guest post theme, Neela. I'm looking forward to Bette's take on it next. Plus, drafting mine!
Hey Lisa
Can't wait for Bette to send in her draft and yours.
I am enjoying these colabs.
I appreciate your support Lisa.
Thank you, Lisa! I think Apple is a bit unique in that Steve Jobs had such uncanny insights into what the average Apple customer wanted before they did. For instance, when did everyone decide they wanted a smartphone that had a touchscreen you could scroll with your fingers? The second they saw Jobs demonstrate it for the first time. It also seems like innovation at Apple has slowed the last several years, and I suspect that’s largely due to the loss of Jobs’ influence on product design.
Looking forward to reading your and Bette’s posts! Neela is the best!
Loved this article and your perspectives that I completely agree with, Mack. So many great examples of pouring into those that believe and want to receive from you versus chasing the unknown. Although I wouldn't be as bold to call myself a rockstar, this is where my focus is.
ps-Your Aunt Alyce sounds like she was truly amazing.
Happy Thursday Chason
I disagree.
You are most certainly a rockstar.
Now if only Jody can send me that recorded track lol
Thank you friend :)
Well others have called you one, so there’s that :). Thank you Chason, I very much appreciate your comments.
Great point:: Want to bring it all home? Create marketing that focuses on HOW and WHY customers will use your product, instead of the product itself. Then when they buy the product, give them access to a COMMUNITY of customers focused on the HOW and WHY of your product. Smart marketers, value the credo your best customer is your existing customer. Cynical marketers remember one of the all-time great marketers said: - “There is a sucker born every minute.” – P.T. Barnum.
Great article from Mack. I think the phenomenon he describes about marketing being focused on getting a new customer is increasing. I have experienced buying digital products on Substack. The other major marketing mistake is to either drop you or deluge you if you don’t buy in their avatar based customer journey.
Thanks, David! I agree that focusing on acquiring new customers is a growing trend, but it’s often at the expense of keeping the ones you’ve already got. And you're right about the marketing extremes. Either they forget you exist or drown you in relentless follow-ups. There’s gotta be a sweet spot somewhere.
thank you David.
Excellent - that's the response - no more no less than excellent - oh... and a thank you 🤗☕
Thank you David! BTW I tried to tag you in my comment on LinkedIn, but I love the painting you did of Neela!
Thanks Mack - tags sometimes don’t work on LI - its a bit special over there
a bit "special." lol
I often tell clients that it's not about constantly selling to people. It's providing value by sharing helpful information, offering educational tools, and having real conversations.
Too many get caught up in chasing the sale or the subscriber, and they forget that people don’t want to feel like they’re just being sold to all the time.
It’s building trust and offering something useful, rather than constantly bombarding people with "buy my thing."
Absolutely, Bette! Building trust and offering value is key. When you focus on real conversations and genuinely helping others, the sales naturally follow.
Key word being genuine lol
Always appreciate the support here :)
Yeah that's the key right - genuine… It's about as easy as finding a needle in a haystack! 😂
Hi Bette! I agree completely. And it's not even about 'lifetime value of the customer'. Happy customers tell other customers to buy from you. But the reality is, we are creatures of habit. I will keep buying from brands I really have no loyalty toward, simply because I am too lazy to switch. I think many customers are the same way.
But happy customers don't just stay loyal, they go out and actively recruit others to buy as well. That is almost impossible to measure (at least from an organic selling perspective), yet its very reason. Companies that communicate appreciation for their customers cultivate that loyalty.
Have a great Michigan Tuesday, Bette!
Hey Mack! It's 55° here and sunny 🌞 so it's a good day!
Almost 75 here! Just saw my first wasp 🤬
Ughhh! Don't even get me started on wasps. I had a yellow jacket nest up in my attic a couple years ago. As I was trying to get rid of them, the dusting powder I used started sealing off their exit/entry. Well, you know what happens when that occurs, right? They start coming into the house. I was in my kitchen making lunch and there was one hovering right around my countertop. Luckily, here they die off by fall so I didn't have any more problems with them. But man they can build a nest fast and multiply like crazy.
I can avoid yellow jackets. But wasps are vindictive! They will fly after me and then if I shoo them away, they will come back and try to sting me! Cannot stand them! *slightly terrified of wasps*
Yeah, I'm not a fan of them at all. My dad was extremely allergic. I've only been stung once in my life and it was by a yellow jacket. I stepped on it. But they are pretty aggressive. We have a lot of those and paper wasps in my area. Are you talking about hornets? 🐝 They are extremely aggressive and they will follow you for a long distance. I learned all kinds of things about wasps because I researched it ad nauseam when I was having my attic problem! 😂
Good insight 😌 Can i translate part of this article into Spanish with links to you and a description of your newsletter?
Hey Salvador
Of course you can :)
Thank you for taking the time ...
Make sure to also link to the author of this article- Mack Collier :)
appreciate you Salvador!
"Make sure to also link to the author of this article- Mack Collier"
Of course !!! And thanks.
Thank you Salvador!
Not a marketer here (HR by experience), but I feel like this post should be Marketing 101 for all business professionals. A really, really good read. Thank you Mack and Neela!
Hey Karen
Happy Tuesday!
Mack writes the best marketing material I've seen and his examples help.
Appreciate you stopping by Karen.
Thank you Karen. That’s very thoughtful of you to say, much appreciated.
I loved the insights in this column about community beyond the marketing, and it's great to lift up other voices in conversation. Brilliant idea. Thanks!
Hey Hans
As always I do appreciate your support :)
Enjoy the rest of your Tuesday :)
Thank you Hans. Building a community has so many advantages for the average company. Why just look at the value derived from simply having a better way to collect solid feedback from customers? That alone pays for any associated community management expenses. But as with much in life, people chase shortcuts rather than put in the work to see real results. *soapbox going back under bed*
True! And I believe we have often been taught to think that human connection is only worth something if it leads to measurable output.
Oh yes. "What gets measured, gets managed".
Mack, I love this idea. So simple yet something I've never considered. Community really is everything, isn't it? Community solves so many problems-- from loneliness to product marketing-- who knew the problem-solving capabilities of building community could reach so far? Great piece.
Right? Community is the underrated problem-solver nobody talks about.....until they need it. Whether it’s connection, support, or even marketing, it all comes back to people showing up for each other. Love your take on this, Shlee
So true. Happy Tuesday back at ya!
Thank you, Shlee! I am very happy to see @Neela 🌶️ doing a series on what community really means. I think some marketers are beginning to try to position a community as ‘oh that’s that thing I create where people online will do stuff for me! Like if I had a ‘community’, they would grow my Substack for me!’
Anyone wanting to know what building a community online looks like only needs to look at Neela’s feed. All she does all day is promote and engage with everyone else. That’s the secret, you build up the people you care about, and they will do the same for you.
It’s a lot of work involved, but it’s very rewarding work. Thank you so much Shlee for reading and sharing!
I agree, Neela’s amazing. I’ve been following her for some time now and she has the skill and the sense of community to become successful at anything she tries her hand at!