3 builders who never spoke to each other
Point everyone at one target in one window
Mobilising an audience means naming a single thing to aim at and getting everyone to hit it inside the same period, rather than spreading effort. A small hardcore group taking a heavily weighted action beats a large audience taking a cheap one, and once a cluster starts moving, the fact that a whole group is switching becomes part of the pitch to the next one.
The method
- 01
To mobilize an audience, name one single target and get everyone to aim at it in the same window of time rather than spreading effort out.
- 02
A small hardcore audience taking the heavily weighted action can beat a mass audience taking the cheap one.
- 03
Expect adoption to arrive in clusters rather than steadily, and make the fact that a whole group is switching part of your pitch.
What it returned
LadBaby beat Mariah Carey to a third consecutive UK Christmas number one
When Slack launched, startups abandoned HipChat and Campfire together largely because everyone else was doing it.
Sources
- What I learned from watching Harvey Milk: A Roadmap for Community OrganizingAlex Hillman · dangerouslyawesome.com · 4. Mobilization · 2008-12-01
- Why we buy from winnersJustin Jackson · justinjackson.ca · 3. The bandwagon effect · undated
- How LadBaby started a movementHarry Dry · Marketing Examples · 5/ Know what turns the needle · undated
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in word of mouth
- Check word of mouth exists before you build8 unconnected · contested
- Turn buyers into fans instead of buying ads6 unconnected
- Show up in person where your readers are5 unconnected
- Make the second user arrive with the first5 unconnected
- Answer support as if it were the sales channel4 unconnected
- Give the hardest customers your hours4 unconnected