In the age of television and radio, it was all about push marketing. If you had a product or an idea you wanted to share with the world then you had to take that product or idea and push it onto as many people as you could through commercial and radio advertising.
Instead of pull marketing, which is trying to build relationships with those who need what you have to offer, it was push marketing, which is always trying to convince and persuade every last individual you meet that you’re better than your competitor.
Thanks to the invention of the internet, social media outlets and other new technology around the world, individuals and entrepreneurs of all sorts are now starting to pop up everywhere as a result of pull marketing. In every corner of the internet is now a tribe, created by individuals who are earning a good living as a result of building relationships with a small group of people.
And what these people are showing us is that you don’t need everyone to like your idea or to buy your product to be successful. You don’t need “10% market share” to earn a great living.
Instead, what Seth Godin has taught us in his book “Tribes” is that “An individual artist only needs a thousand true fans in their tribe. It’s enough.”
What Godin essentially argues is that in order to be successful, you don’t need a huge audience. You just need 1,000 true fans who are willing to pay you for what you have to offer.
Some people will immediately understand this while other people will get confused by the definition of what a ‘true’ fan is.
Having 1,000 people following you is not the same as having 1,000 true fans. True fans are people who will read every single one of your writings that you post and comment on it, people who will buy any book that you write, or people who will drive two hours just to see you perform live in concert.
This means that if you’re a writer, a musician, or an entrepreneur, then the content you create, the music you produce, and the product you sell doesn’t have to be a mass thing in order for you to make a living doing something you love.
Instead, all you need is a group of people who care about you, want to listen to you, and who want to buy exactly what it is you’re providing.
Thanks to new tools at our disposal, any individual can now cultivate a group of true fans and make a living doing something that they love.