Make Clarity Your Contribution
Above all else, founders are starters. They love starting new things. Most of them I know personally make a living off of starting projects and simply seeing what sticks.
But.. this approach doesn't work with community. Communities can't merely be started and forgotten - they don't go on autopilot; they demand attention.
Founders often believe that they should build communities around an idea. That's how they started their company after all! However, ideas aren't as strong as belonging.
While a founder may have every intent to host events, spin off a podcast, etc., if they don't have clarity, it won't pan out.
Unique benefits and bespoke features are often enough to pique initial curiosity, but not enough to keep people engaged. Only clarity can do that.
Ambiguity is the default position of new communities. So let me paint a picture of what an "unclear" community looks like.
A fishing supply store wants to leverage community to grow their brand reach. Located in Memphis and Chattanooga, TN, the niche they want to start with is "Southwest Tennessee Fly-Fishers." They create a cool brand, they advertise, they amass 10k followers on Instagram. They don't yet know why the community exists, they just know it should. Perhaps they want to share their resources, to offer discounts codes for equipment, to teach fly-fishing for newbies, etc. The Instagram group description reads, "We meet up at a new location every other Saturday to fish. Beginners welcome. Location will be sent a week in advance."
The community exists to fish. But why join them? What are they offering that I (as the ICP) couldn't do on my own? What is my role within this community? Did I make a mistake by joining? What if the people are strange? What if I don't fit the "mold" of the community - is this really for me?"
Most folks asking these questions will likely join the online group, but they won't show up to the event. They have other more appealing, predictable Saturday plans that they know they can rely on better. The community will struggle to take off. The founder might say, "We have 562 members, but only 3-4 people are showing up. Why aren't more people coming? Should we offer a sale?"
It's all about clarity. The offer is too ambiguous and people don't know what to expect or what might happen if they decided to show up.
Now imagine if the founder/company got really clear about the offer instead. Here's some of what they would need:
A compelling group name & description
A reason explaining the objective of the group; why does this group exist?
A description about who the group is for (people will self-select).
A detailed description of the feature (in this case, IRL meetups). Get clear about what to bring, if kids are allowed, what does it cost to participate, etc.?
An incentive for participating (i.e. a competition with a prize for "biggest catfish catch")
Proof of belonging (FOMO is the result of a community that fosters real relationships). Showcase video of real people catching real fish and you'll draw in the ICP. Show them laughing and cooking the fish by the river. Make it appealing. Make it something you wish you could just show up at yourself as if it wasn't your job.
A way to register in advance.
A simple FAQ and a real human I can write questions to.
This list isn't exhaustive, but it's a simple organizational boost that will drive interest. If I live in Chattanooga and it's an hour drive away, I'll be much more likely to show up. I want to see if I can catch the biggest catfish. I'll bring my brother-in-law and both our dogs. It'll be a great Saturday.
I have a clear idea of what to expect now.
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Boost clarity and you'll boost interest. It's that simple. It will foster brand allegiance because people trust companies that deliver on their promises.
Clarity is a gift. It's a gift to your audience, but it's also a gift to your company too. Maybe your staff want to join in, they start to feel left out from the fun. You have permission to let your community be fun for everyone.
Once a community starts growing because of the clarity it possesses, then you're off to the races. Then the founder can start new initiatives. They can test new products the community is asking for. They will start launching new community features that will begin reaching a broader audience. In sum, people respond to clarity.
Once you clarify your community’s positioning and communication, the engagement will follow.
