What’s going on, Tribe? I’m just gonna get here, make sure I’m sharing this to the actual Facebook group, give me two seconds here. I wanted to get on here and I wanted to talk about how online communities are the key to most business success. If you’re paying attention to the Facebook world, right? I pay attention to Facebook extremely closely, of course I do because all of my money that I make comes from Facebook. The majority of the money that I make come from my Facebook group. A lot of people forget the importance of communities.
You see we thing that because of technology we no longer need to have the group dynamic but it’s actually the exact opposite. Without a community you cannot allow your audience to interact together, to become part of something bigger than themselves. Right? Now the biggest mistake … Hey CJ, hey Chaz, hey Paul good to see y’all on here. The biggest mistake that I see most people make is they try to get them to follow an individual, they try to make themselves the guru of the influence or the subject matter expert, follow me, follow me, look at me. It’s not about you, it’s about them, it’s about that community. Right? If you don’t have communities coming together, interacting together, growing together you can’t take your business to that level that it should be at.
You see if you look at most influencers they are reality TV stars. What I mean by that is people watch them, they watch what they do, it’s like a show, it’s like a TV show. All right the hard thing about selling is people are watching a TV show so it’s entertainment to them, you don’t want to just be entertainment you want people to feel as though they are part of your journey of your life and that they’re part of a like minded community.
You see communities are the key to everything and here’s why, technology has solved so many problems but it’s created one of the biggest ones. The biggest problem technology has created is connection, people miss feeling connected to each other, they miss feeling connected to people who think like them, who have the same ambitions as them, have the same interests. If we look at you’ve been trained to operate as part of a team since childhood if you look at school you were in sports, softball, football, baseball, soccer, volleyball, chess club, debate team, math club whatever that’s called. Right? But everything that you’ve been taught ever since you were a child was how to operate as a team but then when we get into adulthood and you’re supposed to do everything as an individual.
The funny thing is is you still crave what you had as a child, you crave the comradery whether you were military or not every human being craves connection, they crave personal intimate connection with other human beings. Now I don’t mean intimate as in sexual I mean just intimate deep connection to someone else, someone who thinks like they do, who has the same goals as they do, who accomplishes the same daily tasks as they do. Right? My, good to see you. Paul says, “That’s why I started a forum on my website,” he said think about a catholic church, it’s a great example. I know I’m Catholic, right so that’s exactly how to look at this. Right?
Look at your business as a religion, as an organized religion, that’s what your business should be and I don’t mean that in a negative way, I don’t mean that to offend those who are in organized religions but understand that people go to church every Sunday not just to worship God but because they get surrounded by people who worship the same God, who believe in the same core values, who follow the same cardinal rules. They want to be surrounded by the environment so that feeling that people get when they go to church it’s not just God passing through them it’s being surrounded by the same type of community, it’s being surrounded by people praying together, singing together. Right?
I’m not trying to get on a religious rant here but look at your business that way. Right? Your audience should feel as though it’s a religion, they should feel as though they’re at home with your community and your community should be able to interact together. It is something called social conformity, social conformity is extremely important when it comes to communities, social conformity is a lot harder to get an individual to follow you when there’s not others telling them how great you are. It’s a lot easier to get an individual to follow you when they become part of a community that follows you where it’s just natural. Right?
Human beings we adapt to our surroundings and so if our surroundings is no one it’s harder to get someone to conform. If our surroundings is a community of like minded individuals who follow the same mission, same purpose, same goal, same leader it’s a lot easier for your business to succeed. You see every human being misses person connection. Tell me right now, I want to see in your comments, how many of you could have a blow out tire on the way work or on the way home and have someone that you can call that you know would come and help you change that tire? Name one person. I can tell you the majority of you don’t have that. Why? Because of technology. We don’t have that personal connection.
If we look right now conferences are a huge thing. Right? Conferences are a big thing that’s going on right now. Why? Because people miss being around people, people miss interacting together, having conversations together, starting conversations. Right? Especially in today’s day and age everybody gets offended and fights and argues over everything so it’s hard to get along with people who think differently than you do because you can’t have a calm conversation because every conversation leads to anger or disagreement or hateful things being said. When you surround yourself with people who think similar to you you don’t have to worry about that drama. Right?
Why did Vetpreneur Tribe become the world’s largest community of military veteran entrepreneurs? Because of mindset, because as veterans who are chasing the same ambition, the same goals, and fighting for the same future as the other veterans in that groups which means they understand each other. Think about the rodeo scene, do country people go hang out with city people? The majority of the time no, they hang out with other country people. Why? Because they understand, they communicate the same way, they have the same interests. You’ve got to bring your audience together, don’t just put them into an email list, don’t just speak to them individually, bring them together and create a community around what you do.
The biggest question I gotta get here is yeah that makes sense for an online consultant but as a local brick and mortar service how does that benefit me? You know and I’ll use an example, there was Chris Shivers from Vetpreneur Tribe. He owns a grill cleaning company out of Dallas Fort Worth, Texas and he had the same hard time of understanding why and how does a community benefit his business even though he’s a grill cleaner. Right? It doesn’t make sense for him. I brought it to his attention if he thinks about his avatar, an avatar if you don’t know is your ideal client, if you think about his ideal client they are more along the wealthy side of the world. Right? They’re more the wealthy ones because most people who are middle class, low class are not going to hire someone to clean the grill, they’re not gonna have an expensive enough grill to hire someone to come out and clean it. Right?
He serves a high class audience. What is the biggest pain point most high class people face? The biggest pain point most high class people face if they didn’t come from high class background, if they created that high class themselves, if they hustled and grinding and made that life for themselves they can’t brag about it. They can’t go and brag to their family who’s still low or middle class about the money they made because they feel guilty. If you created a community where high class, upper class people can come together and network together and have little outings in their backyards with their nice grills, show off what they’ve been able to create for themselves without the feeling of guilt now he’s created a community of his perfect ideal customer because you solved a pain point.
You can get upper class around other upper class people and no one feels guilty for bragging about success. Right? They like it, they’re able to communicate, and you do it in an outside environment at the peoples houses where you keep clean grills and now you are the leader of that community so every time someone’s like, “Yeah this grill I paid $10,000 for and Chris over here actually cleans it for me once a month.” Now what he’s done is he’s become a leader of a community so the biggest mistake most people make when it comes to communities is they think that that community’s purpose is to sell a product or service and it’s not.
Vetpreneur Tribe’s purpose is not to sell my courses or my trainings or my programs, my community is created to bring people together to create that comradery, to have people chase the same mission, accomplish the same mission, have the same goals. The benefit of building a community of that is sales but that’s not the purpose of the community because when you become a leader of a community not an influencer that has a reality TV show on your Facebook page but a leader of an actual community, when you are the one that created a place that feels like home to them, they feel safe, they feel comfortable, they feel excited to come into your community that you built every day now what you’ve done is you’ve created the desire for them to buy from you even if they don’t need anything from you.
They will buy from you just out of respect and appreciation for what you’ve created for them for the community that you’ve built for them. Right? You’ve got to think about it this way, conformity happens, it’s called social conformity because it happens socially which means they’ve got to be surrounded by other people. You are who you surround yourself with. Right? That’s the best way to look at it, you are who you surround yourself with.
What you need to start doing is stop just sending emails out to individual emails, I’m not saying don’t do that, you still need email marketing I’m not saying don’t have email marketing, what I’m saying is you should have a place to bring people together so your audience can communicate with each other, they can brag about your products to each other, they can brag or have conversation around your content with each other. You can start conversations and they can continue it inside of this community which creates a deeper, more intimate relationship with your audience. You audience needs to feel connected to you, to you as a leader not to you as an influencer or a guru or a subject matter expert to you as their leader. When you change the dynamic from guru to leader the entire sales processes completely different, the amount of money that you bring in is completely different.
Hey Charles, hey Corey, hey Chuck. Charles say, “Question, what was the first five steps to starting a group off a Facebook page?” Step one is creating the name. All right when you create a group, when you create a online community the most important thing is the brand of that community and I don’t mean brand as far as logo. Right? Logo, boom, I got that shit tattooed on me. It’s not about the logo, it’s about the name. Right? Vetpreneur Tribe, Vetpreneur is not a real word, it’s a made up word but why did I name it Vetpreneur? Because I wanted it to be a name that people would wear proudly on their chest and when you’re building an online community it doesn’t need to match your business name, it needs to be something that they can wear with pride.
Why do I want a name that people can wear with pride? Because when they wear that shirt that says Vetpreneur across it and they go out and they go to conferences or they take an Uber or whether they go grocery shopping, whatever they do while they’re wearing that shirt they are a walking billboard for my community. That’s shirt will start conversations with other veteran entrepreneurs, those are the veteran entrepreneurs that see that veteran entrepreneur wearing that shirt will then join Vetpreneur Tribe. Right? You want a name, that’s the first step, a name that people will wear proudly on their chest, on their hat, in their freaking skin, that’s what matters, that’s step one.
Step two is mission, your mission is the most important thing when it comes to online communities. Here’s the three words you should never use in the mission statement, I, Me, or My. The biggest mistake I see a lot of people make when it comes to online communities is they think that they got to sell their mission, if you’re building a community it’s not about your mission it’s about our mission it’s about the community’s mission. Your mission statement should not say I, Me, or My, it should say We, Us, and Our. Right? A mission statement is not about your mission it’s about the community’s mission as a whole, our mission is this, us, we, whatever you gotta say to word it that says us as a team not me as an individual. All right that’s step number two.
Step number three is design, it’s all about design, it’s gotta be profession, it’s gotta look high class. You gotta have something that people can connect too, the images, the graphics, the content it needs to have great design inside of it. If you have something that looks like it was made off of Microsoft paint you will not grow a community because it does not look high class enough, it does not look professional enough, it looks like a four-year-old drew it, that’s step number three.
Step number four is interaction. Daily content, like I said in our last video if you haven’t go watch the last video after this go check out the last video, daily content keep them flooded full of information and engaging conversation and don’t sell to them every single post. It’s okay to offer products or services to your group but don’t sell to them every post, make it more about content, make it about them. If you don’t know I recently launched chapters around the United States, we’re working on launching chapters around the United States in the next 14 days we’re gonna have a chapter in all kinds of cities across the United States where Vetpreneurs can meet up together, interact together. Why? Because it’s not Andrew O’Brien’s Tribe it’s Vetpreneur Tribe. I need to bring the community together, they need to get interaction together in person face to face. Right so content is extremely important, get them valuable information.
Step number five is a bit of what I just said in the last step, do not sell to your community, don’t. I don’t sell to them. A lot of people in Vetpreneur Tribe will say, “Andrew that’s not true, you put offers out all the time,” yes I offer, I allow people to know what products and services I provide. I give you an opportunity to buy those products and services if you so choose to. I don’t sell, I don’t push, I don’t make people buy, I don’t pressure, I don’t do any of it. All I do is make people aware of the events, products, or services that we offer at Vetpreneur Tribe and that’s it. I do not push on it, I do not hone on it, I don’t keep pushing and keep pushing and keep pushing all I do is make people aware of what we offer. Never create a community to sell to, create a community to provide value to. Right? And allow people to interact together, your community is not about you, your community is about them so make sure they’re having conversations with each other, they’re starting conversations.
Every month there’s about 80 to 90,000 interaction in Vetpreneur Tribe every month, 80 to 90,000 interactions out of a tribe of 14,000 people. Here’s what you need to understand, the number one key to creating a community is about engagement. Are they an engaged audience? Out of 14,000 members in Vetpreneur Tribe over 11,000 of them are active. Now you may think, okay so you’ve got 3,000 inactive members, yes that’s gonna happen but 11,000 out of 14,000 members active in the tribe is insane numbers guys, it’s hard for people to get that amount of people being active inside of a Facebook group. Right? It’s challenging. In order to do that you’ve got to do it the right way, building a community is so much more than just a Facebook group to promote your services and products too. Right?
Charles says, “Thank you for the info, keep me in mind for Vet Tribe Seattle and you and Steven aren’t allowed to go live at the same time ever again.” I didn’t know we were live at the same time. Paul says, “If you also would like to use the group community pool from your sales to help them they are automatically considered warm leads,” yes anyone that is inside of your community is a warm lead. There’s a difference between a cold lead and a warm lead, someone that sees this video, because I’m gonna boost this video in a post and I spend about a dollar a day per video so people see me over and over and over again. Right?
Those of you watching this video right now that this is the first video you’ve ever watched you are considered a cold lead because you don’t know me yet, you don’t trust me yet. People inside of my group, my Vetpreneur Tribe they are warm leads because they know me, they like me, they trust me, they’ve gotten to see me, they’ve watched the tribe grow from zero to 14,000, they’ve seen the evolution, they’ve become part of the journey. The biggest thing about Vetpreneur Tribe is the tribe makes decisions with me on how we build the business. The name, Vetpreneur Tribe, was created by Vetpreneur Tribe, the audience named it. Our slogan Business is Our New Battlefield was created by Vetpreneur Tribe. Right? All of the business decisions, the business moves that we make in Vetpreneur Tribe is decided by the community itself, it’s not Andrew O’Brien, I make the final vote, the final decision of which route we’re gonna go, but the tribe gets to be part of these decisions. They tell me what they want, they tell me what they like to see, and that changes everything.
Kaitlin says, “Do you mentor anyone personally?” I do private consulting with some people who do that [inaudible 00:17:16] one of my private consulting clients he can tell you about that experience so yes I do consult. I don’t actually mentor, I just got a lot of people to take care of in order to just do free mentoring but I do consulting and I provide value like this all the time. Just so y’all know we do have an event coming up mid July here in our headquarters in Austin in our classroom just behind this wall so if y’all want to come out to that leave a comment asking questions and we can help you out with that. Paul says, “It’s definitely worth it, guys.”
Here’s the thing, right, building a community you have to understand is that pool of warm leads they trust you. Right? Why do they trust you? Because it’s not about you because it’s about them, it’s about their success, it’s about their health, it’s about their financial freedom, it’s about their relationship. Whatever it is that you’re providing them it’s about them. Right? It’s not about you, it’s not about your bank account, it’s not about your influence, it’s about what you can do for them. Don’t be that entrepreneur that goes around and talks about here’s what I do, here’s what I do, here’s what I do, here’s what I can do for you. All right? Here’s what being part of this community can do for you.
Understand when you want to create something like this you have to put the time and effort in. Creating a community is not easy, it’s not free work, it’s not simple, it takes hard work. Building this, the world’s largest community of military veteran entrepreneurs didn’t happen like that, it took a lot of learning, it took a lot of evolving, it’s constantly changing, we’re growing all time. I mean we just launched local chapters.
Why, why did I decide to launch local chapters? Do you know how hard it is gonna be to manage local chapters around the United States? I’m not gonna do it, I’ve got a team member that’s gonna do it, but I had to hire a team member, I had to hire a whole new position inside of my company to manage these local chapters to why do it? Why the headache? Why? Because I need my community getting closer together, I need them interacting more person to person, I need them building tighter relationship than you can build online because when they see that, when they create those connections they will believe in this brand, they will believe in this mission, they will believe in it as much as I do. They’ll put that shit in their skin, they’ll get that ink in them.
Understand, building a community is so much more than just creating a group for you to sell to, it’s creating relationship, an intimate relationship in between you and your audience and giving your audience an opportunity to create an intimate relationship between each other. Understand there are pros, there are cons to this, it takes work, it takes effort, but if you don’t have an online community right now you are losing out on a higher retention rate, a higher revenue stream, more different types of revenue streams, and your missing out on building a tighter knit community.
You see what I got into business for is legacy, I want a legacy. You know what my number one dream in life is? Is that my funeral is so large that we have to rent out the biggest place we can possibly find because so many people attend my funeral. Why? Because I want my kids to see that, I want my kids to know what I did, what I created, what I built. All right? I want them to see that and I want to have such an impact on the world that my funeral’s the biggest that’s ever existed. Legacy is everything to me, guy. I can’t create legacy without building a movement.
Here’s the deal, I’m gonna end it with this. Movements create businesses, businesses do not create movements. All right they don’t. Movements create businesses, businesses do not create movements. I created Vetpreneur Tribe as a movement which led into it becoming a business and now it’s a very successful business. That’s what you gotta look at, who do you want to serve, what problem do you want to solve, how do you create a group and a community around that person and that problem and get them interacting together? That is your first step to creating a successful business. All right guys, later.