Can I name drop here?
Not long ago I had lunch with Direct Marketing Hall of Famer, Seth Godin.
Admittedly there were about 1,499 others at the Business Chicks lunch (yes, they even let some lucky men in, too) but I felt like Seth was talking to me and we were getting along famously. I was a member of his "Tribe". Coincidentally (not!), Tribes were what Seth wanted to talk about that day.
He believes the internet has changed communication and marketing - but sadly many marketers are still in mass communication, audience interruptus, mode.
Seth reckons the internet has organised people into Tribes. And Tribes he defines as people like us doing things like us.
Those familiar with Seth will know another of his famous expressions is "Always try to be remarkable". In the literal sense, "remark-able" means someone reacts to something you do or say by remarking on it to you or, particularly, to others. I first heard him say it 10 years ago when he mentioned it in reference to the Cluetrain Manifesto (Google it) and it has stuck with me.
These days, Godin's concept of "The Tribe" certainly helps me to identify more closely with those I'm trying to connect with. While that might seem trite, and marketers have often paid lip-service to being selective in targeting, try Godin's "Outsiders" test.
Once you can identify the Outsiders clearly, decide you won't go after them at all - in fact, we think you want to positively discourage them; that will certainly help other members of your Tribe find you faster as you stand out to them more clearly.
It's a very useful tool to use when you're filling out that Target Audience box in your briefing document.
With 3bn people on the planet who could find you if they wanted to, it's not a matter of you finding them. Your Tribe will find you through your story.
Some of the other thoughts Seth imparted to me that day...
You might like to sign up to Seth's insightful daily blog which ranges across many work/life topics; it's usually a short but thought-provoking read.