Create A Community, Not A Cult

The Courage To Stand Alone

Image created by yours truly with FLUX

As much as I’m trying not to prequalify when I write, I feel this headline deserves a little prequalification.

My headline isn’t a dig at any company or anyone in particular, but it’s high time we acknowledge the elephant in the room regarding marketing.

I’m sure many of you have heard or remember the ClickFunnels phrase of “creating a CULT-ure.”

And I get it… it was a pun on words.

I’ve also heard people say, “The Cult of Apple.”

So this isn’t exclusive to the internet marketing or creator space (the creator space once felt like a reprieve from internet marketing, not so much anymore. Fingers crossed, Substack can avoid that… I’m trying to remain cautiously optimistic).

But let’s look deeper at this “CULT-ure” of marketing and address its detrimental effect.

For some context, here is the traditional definition of a cult:

A cult is typically defined as a small group devoted to a person, idea, or philosophy, often characterized by:

• A charismatic leader who commands unwavering devotion

• Ideological purity and discouragement of questioning or doubt

• Conformity and control over members' lives and behaviors

• Mind-altering practices to increase susceptibility to the group's ideology

• Isolation from outside influences.

Clearly, everything about a cult is negative (unless you don’t want free will or choice).

Obviously, marketing communities aren’t actual cults (although I’m sure some people might disagree 😉); here are some cult-like characteristics I think we’ve all seen in the marketing space:

• Charismatic Gurus: Marketing thought leaders or influencers who amass devoted followings.

• Ideological Adherence: Strict adherence to specific marketing methodologies or strategies.

• Conformity: Pressure to adopt certain tools, platforms, or approaches.

• Isolation: Echo chambers that discourage outside perspectives or criticism.

The cult-like feeling in marketing comes from a brand’s ability to create exclusivity and belonging.

Here’s what’s so ass-backward about that:

To be exclusive, you have to exclude.

I’m not referring to having a specific demographic or target audience. When you target your ideal customer, people can self-select.

Choosing not to be a part of something isn’t being excluded.

Not to mention that these exclusive “CULT-ures” usually come with a hefty price tag.

Just because marketing has been done one way for an extended period (fear-based) does not mean it’s the best way to do something.

Here’s a quote by Leo Tolstoy that I came across recently and resonates deeply:

“Wrong does not cease to be wrong because the majority share in it.”

-Leo Tolstoy

And because I’m in a “quotey” kind of mood…

Here’s what Dr. Brené Brown says about belonging:

Belonging is “being part of something bigger but also having the courage to stand alone and to belong to yourself above all else.”

-Dr. Brené Brown

And again, let me be crystal clear:

I’m not saying you need to market to “everyone” - we all know that doesn’t work.

But what if your marketing message was moving towards something instead of away from the fear and pain?

And yes, I know there’s all kinds of data to support that people will do more to avoid pain than to gain pleasure.

But at what point is that because of how we’ve been conditioned? 🤔

It’s time to choose something different.

It’s no secret that I'm a huge Harry Potter fan if you’ve been following me for a while. My kids grew up with Harry Potter so I fell in love with the wizarding world right along with them.

I love the entire series, the underlying messages, the characters… all of it. When I feel like watching the movies, unless I want to do a marathon, I tend only to watch the first four.

Why?

Because they’re not quite as dark as the last four movies.

I watch them because of how they make me feel.

It is the same with Ted Lasso.

Ted Lasso was full of hope, positivity, and friendship (I’ve watched the entire series a few times).

If we ever needed hope, positivity, and friendship, it was NOW.

• You can be a “true fan” without being a cult member.

• You can guide and lead people without being a cult leader.

• You can encourage and support without needing people to think exactly like you.

• You can provide value and not need people to implement what you teach to be of service.

• You can create and sell solutions without going viral… and still earn an incredible living.

• You can learn independently at whatever pace works for you without investing thousands of dollars.

• You can invest thousands of dollars when you’re ready if that works for you.

• You can leave platforms and ditch tactics if they don’t feel right for you.

Maybe it’s my inner Pollyanna or hitting midlife… but I know there’s a better way to do things.

I believe we can start changing the norm when more people trust themselves to show up as uniquely as they are.

That’s how we build communities.

The world doesn’t need any more cults.