“Identity is strength, belonging, un-wavering support, truth.” - Ty Austin

DNA vs Mental Strength:

MAGA - Greenpeace - NRA - PETA - Cults

They are all groups (who cares what you think of them) that have fanatical fans & loyal defenders. It is part of their DNA, who they are, how they act, and governs their choices.

🪣Willpower - "I am on the Keto diet because I want to lose 20lbs"...is a finite resource.

It's like a bucket with holes in the bottom that you constantly have to refill. Eventually you run out of water to fill it or get tired.

🎭Once someone has shifted their identity, it almost becomes permanent. They never have to think about it or 'will it'...it is natural and part of them.

Healthy & Positive ways to help shift your customers identity! 👊

1. Initiation

Initiations are extremely common. Baptisms & Bar/Bat Mitzvah's are some of the most well know. It's simply the formal process or ceremony through which an individual is introduced, welcomed, or admitted into a particular group, organization, or society.

How do you do this quickly in a local service business?

1. Creating a community name for your members (OTFers - Orangetheory Fitness, LawnGods - Landscaping,

2. A signed page that lists the values, mission, and expectations of joining this community

3. Giving them a certificate (or token) showing their admission

4. Reenforcing the identity by consistently using the communities name & values/mission/expectations

2. Advancement

People don't automatically shift their identity, it needs to be consistently & positively reinforced.

Using the setting and completion of micro & mini goals helps the identity shift.

🎯Micro goals = easily reached in less than a week

🎯Mini goals = 3-4 micro goals combined that accomplish a goal in less than 1 month

These goals can be results, duration, completion of tasks (great for on-boarding), etc.

Once they complete a micro or mini goal they need to be recognized and celebrated as an [insert community name for you members] and then reinforced that this is the process/steps/path all customers take.

*Wanna increase the speed - give them a token (ribbon, pin, certificate) along with the other 'stages/token goals'.

3. Growth

In business they always say, "If you aren't growing, you're dying". That is true for customers as well.

If they are not increasing their knowledge, confidence, curiosity, self-improvement, courage...they are "dying" and their identity is in question and will revert back.

Give them ways to grow.

1. Clinics/Seminars

2. Ask them for feedback or help

3. Create Theme's of the month to challenge them outside your business

4. Find related topics and curate a list of links/articles/videos that help

4. Community

Get them engaged with all your customers...your community. The more included they feel, the more they will

👍Adopt the identity of the group...slowly,

👍New positive identity thoughts will be reinforced by a 3rd part (your community)

👍They'll see & hear new results/outcomes that they didn't know were possible or exist

👍They'll subconsciously place themselves into a more successful/brighter future by hearing & mirroring customers who are further along in the journey

As people become more and more disconnected & lonely (61% feel serious loneliness -Harvard survey). You can repurpose blog content for social media

How can you help them?

6. Charismatic Leadership

History & current events show up that people will follow a charismatic leader who inspires, empowers, and stands up for what's right.

Historical people: Nelson Mandela, Martin Luther King Jr

The charismatic leader isn't necessarily 1 person. It's a group of people with the same passion, message, empathy, and commitment. A group is way more powerful than 1.

🙋‍♂️What is your passionate mission?

🙋‍♂️Who & how do you want to empower people?

🙋‍♂️What is your commitment?

🙋‍♂️How to you deliver your message?

🙋‍♂️How do you respond to messages in return?

🙋‍♂️Who or what are you mobilizing your community to do/fight/overcome/win against?

🙋‍♂️How do you measure or evaluate?

This might be difficult, but it's powerful inside/outside your business and getting new customers.

Outcome:

Increased Retention💰

Increased Customer Satisfaction💰💰

Increased Referrals💰💰💰

Increased Word-of-Mouth Marketing💰💰💰💰

A Legion of Fanatical Fans & Loyal Defenders who will market, sell, and protect your brand.💰💰💰💰💰

What are you really selling?

❌Nike isn't selling shoes, ✅they're selling identities

❌Bentley, Rolls-Royce, Ferrari, Mercedes...are not really selling cars, ✅they sell identities. (Honda & Toyota sell cars)

❌Apple doesn't sell phones...✅they sell identities. (Their phone isn't even close to the best on the market)