Here’s a recipe for Attention.
- 1 part Core Idea in which you believe (the reason you exist)
- Identify Raving Fans who share that passion (from your network or by listening for them)
- Connect like-minded people with each other (#2 in 10 Ways to grow your fans)
- Provide an option for the fans to self-activate
- Mix only with AUTHENTICITY.
What’s Optional
- Slick presentation because authentic beats slick
Now, let’s take a look at Duncan Alney, CEO of Firebelly Marketing in Indianapolis (we met him previously here)
Judging from the name of his company, this is a guy who likes to start stuff, who’s not satisfied with the status quo.
And he isn’t.
But, he also understands that Attention is the most valuable commodity and, over the long haul, only a genuine commitment to the cause and the community will sustain that attention.
(The community knows that-either consciously or not…which is why authenticity beats slick, btw).
So, he found a cause that he believed in, reached out to his network, and has created a model for connecting people to each other around that cause (call it the ‘social object,’ if you will).
Now, what’s critical is that he does it because he cares…not because he says “oh, if I do this, people will buy from me.”
That’s the side benefit that will and does come.
His group is called Twenty4Change.
In his words:
Here's how it will work in short, we'll dine out for a fixed price meal, donate $20 a head to an organization that's doing some amazing work - and we'll get to hang with someone from the organization. I'm committing to doing these dinner parties once a month for the next year!
This month we're featuring the Invisible Girl Project - "The mission of IGP is to combat sex determination abortion, the murder of little girls once they are born, and other discriminations against girls in India." This is a big thinking, high action organization. We'll hear the story first hand from the founder, Brad McElya. And my friends its an amazing story.
I know you love conversations, food and restaurants, and you’re probably interested in small organizations doing great work – so I hope you’ll join us to do something small that can make a huge difference in the life of a small community organization!
They’ve already done dinners (and raised over $1000) for School on Wheels and Race Against The Sun.
There’s nothing really sexy here. A simple email, a Facebook page, a twitter account. It’s basic. Nothing fancy or flashy…or slick.
It’s just real. Duncan. Talking from the heart and making stuff happen.
Speaking of which…
So, What Happens?
What happens is that 15-20 people come to his dinners every month.
What happens is that people feel the experience is Remarkable and talk about it.
What happens is that the Mayor of Indianapolis said he wants to come to the next dinner.
And what happens is that Duncan earns people’s attention in a genuine way, they trust him (as they should) and THEN he has the opportunity to earn their business, their referrals, and their WOM.
