Written by: Vickie Sullivan | March 03, 2020
Take Your Loyal Followers Elsewhere
I love a comeback story, which is why I liked a recent Fast Company article about Girlboss and Attention Capital. As I read it, though, I learned two great tactics for thought leaders.
Yes, the Girlboss article is about the media industry. Move past that and focus on how Girlboss founder Sophia Amoruso took the loyalty she built into a different direction. Let’s drill down and look at two interesting hinge points:
• From dumpster diving to nasty gal. This is a great example of juxtaposition. It’s also a story of hope. The key message: If I can do it, I can help you, too. A story has to be a bridge from our experience to a bigger cause. Ask yourself: Is my aspirational perspective portable?
• From spokesperson to advocate. Amoruso initially build the community to support her memoir. Fair enough. But when her fashion label Nasty Gal went bankrupt, she took the loyalty when sales dried up and repurposed it. Brilliant. This right here is key. When you become the advocate of someone’s aspiration, folks will follow you wherever you want.
Listen: Make Your Communities Portable
This transition from using fashion to represent a mindset to becoming an advocate is easier said than done. To pull this pivot off, a loyal base is the hinge point. Ask yourself: Where will your advocates follow you? Is the loyalty you’ve earned based on content or you?
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