![]() ![]() But it suggests that the bonds built in the community, that those friendships and that love spills over to the brand. I mean, I went down a lot of academic rabbit holes on psychology and sociology when I was writing this book. So from, for, here’s something so interesting, John. I’m sure you experienced that with your own, you know, your duct tape community. Because not only do people love you, they love each other in the group. The beauty of community is it brings the emotional connection to the brand to a new level. And if I go away, the audience goes away. I have a deep emotional connection with my audience, but it’s one way. You know, I think there a lot of people might have a blog or a podcast and they say, this is my community, but it’s really not. Well I think that’s an important janan one I hit right up front in, in the book. Um, first off, I want to get a definition what’s, I mean, what’s the difference between community and like audience or even customers? That’s gonna, that’s gonna be the new like, like BC and AD now it’s gonna be pre Covid, post Covid. Mark Schaefer (01:51): Well, that was pre Covid. I thought we ran into each other at a, at another, another event more recent than that. Mark Schaefer (01:42): I think it might have been Maine, yeah. John Jantsch (01:40): Oh, well is it been that long? And thankfully we do get a chance to talk to each other, you know, once in a while in between, but it’s always nice seeing Well, I think this is at least your third appearance, if not Martha, I love writing new books cuz it’s an excuse to talk to you. But we’re gonna talk about his latest book today, belonging to the Brand, why Community is the Last Great Marketing Strategy. My guest today is Mark Schaefer, a globally recognized keynote speaker, college educator, marketing consultant, author of books such as The Marketing Rebellion and Cumulative Advantage. Hello and welcome to another episode of the Duct Tape Marketing Podcast. Listen to Outbound Squad, wherever you get your podcasts. ![]() Something every single one of us has to do it. In a recent episode called Quick Hacks to Personalize Your Outreach, he speaks with Ethan Parker about how to personalize your outreach in a more repeatable way. The audio destination for business professionals host Jason Bay, dives in with leading sales experts and top performing reps to share actionable tips and strategies to help you land more meetings with your ideal clients. John Jantsch (00:00): This episode of the Duct Tape Marketing Podcast is brought to you by Outbound Squad, hosted by Jason Bay and brought to you by the HubSpot Podcast Network. Where can more people learn about your work?.Talk a little bit about the technology aspect of a community from a practical standpoint – how does community management play into this?.You suggest that if you don’t start your community with purpose first, you’re doomed to fail right out of the gate.Why do you call this book the last great marketing strategy?.That this is actually how it starts as opposed to it being a bolt-on channel – could you talk more about this idea? ![]() You actually introduce a new idea that I hadn’t heard of but it’s the genesis of a business being community-based. ![]()
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