Hey Cult Leader,
Be bold.
Ok, that's a weird start to an email but I can't emphasise how important this is.
From speaking to future cult leaders in the Academy, on consult calls and speaking with others on podcast interviews or in-person, there is one element that nearly everyone struggles with.
Yep, being bold.
I get it. It's not in our nature.
When people say "you weren't born to fit in", they're absolutely wrong.
Everything about the human make-up and human psychology does the opposite. We are literally built to fit in.
This was great when we were part of our tribe.
Not so good when you want to differentiate yourself on social media.
So, it's no surprise that so many people struggle with it.
What I'm saying is that you have to work at being bolder, being braver and stepping up in a way that genuinely stands out.
In this email, I want to show you a few ways to do that and a great example of one cult brand who do exactly that.
Let's go...
Let's get on with what's in today's email:
- The $10k Coaching Cult (only read this bit if you're a coach or expert)
- The 7 mistakes stopping you from growing a cult following
- [Video] Cult Case File - The Slow As F*ck Run Club
- Review How To Start A Cult and win prizes
- What's coming up
Springer's Jody's final thought...
Ok, let's get on with the email...
Only read this bit if you're a coach (The $10k Coaching Cult)
Ok, this bit is only for you if you're a coach, consultant or expert who is looking to grow your business.
It won't surprise you in the slightest to know that the CultBrand process works particularly well for coaches.
In a sea of coaches of all types vying for the very small attention of potential clients, all the spoils go to those who stand out with their message and brand and deliver something unlike any other coach.
Growing a cult following around you, as a coach, or your ideas or method is a sure-fire way to cut-through the noise and build an audience who are hooked on you and your approach.
But there's another challenge.
So many great coaches who have the ability to get transformational results for their clients... are not making nearly enough income as they should. And when you're in survival mode trying to make ends meet, it can leave you exhausted.
There's no point pouring your effort into growing a following unless you can turn that following into regular, predictable income.
Regardless of your market or specialism, most coaches have the capability of hitting consistent $10k/months as a first step.
You just need to know how to get the positioning right, develop the right message and have a strategy in place to grow a cult following that supports you and your coaching practice.
By far the biggest group of people I have consulted for have been coaches at every level - all the way from to Tony Robbin's coaching brand.
There is a proven blueprint that works time and again that all successful, highly profitable coaches follow.
Combine this the CultBrand process and you have the path to building something pretty special in your field.
For the first time, I'm bringing together my experience in helping coaches grow their business with the CultBrand approach in a program designed to help take you from wherever you are now to a $10k/month cult coaching business (as a first step) using the CultBrand principles.
This includes:
- Re-engineering your message and offer
- Pulling apart your funnel and simplifying your business
- Growing a cult following to stand out, be more visible and attract more of the ideal clients you really want to work with
This is a brand new program called the $10k Coaching Cult.
It is specifically designed for coaches who want to integrate the CultBrand approach - but also build a predictable, profitable business without the stress, overwhelm and burnout that comes with chasing clients.
As with everything I launch, I'm offering the opportunity for a handful of the right people to join during this beta phase starting in May 2025.
If you are a coach and this is something you are interested in, click the link below and I'll send you more details as soon as they are available.
>> I'm interested in joining the $10k Coaching Cult Beta
The 7 mistakes stopping you growing your cult following
Over the last six months, I've worked with and consulted with a whole bunch of great people.
They've launched their business or brand.
They've figured out their Polarising Message, Enemies and Difference.
They're taking action.
Yet, there are still some significant mistakes being made that are holding people back from building the cult brand they want.
Here, I reveal the most common mistakes (and how to fix them):
1. You’ve chosen an enemy — but you’re not calling them out
You know what’s wrong with your industry or profession. You’ve seen the bad advice, the d-bags and the a-holes who are making life hard for your followers. You've identified your enemies.
But you’re still being polite.
A cult following doesn’t form around 'value' content. A cult following kicks into action around shared frustration, resistance and understanding between members who are also suffering.
How to fix it - What are you being polite for? They're the bad guys. So say what you’re really thinking. Say it louder. Say it often. Show your people that you're standing shoulder-to-shoulder with them.
2. You’re not being consistent
This is the biggest challenge and also the biggest hack for success.
If you want to succeed, you've got to build your church and show up for your sermon every single week.
Being consistent is not about gaming the system. Being consistent is sending a message to your followers that they can trust you to be there. That's more powerful
How to fix it - Pick your core message — and repeat it until you’re bored. That’s when people are just starting to get it. You want people to commit to you, then commit to them.
3. You’re chasing growth before you’ve built identity.
You’re trying to grow a following before you’ve really figured out why someone should follow you.
You need to give your followers something to belong to. If you don't have a position, a message or an identity, you're just broadcasting for the sake of it.
People may follow you now... but watch them quietly disappear.
How to fix it - Figure out your Polarising Message, Enemies and Difference. Like what really makes you different. You need to meaning into your message before trying to grow - otherwise you'll grow an audience who do not align with what you want.
4. You’re prioritising reach over resonance
If you're obsessed with how many impressions you're getting or how your reach is down, you're missing the point. Instead of focusing on metrics, focus on more important elements such as the impact of your content or building connection with your readers.
Anyone can grow an audience.
But building an audience that grows without connection is not an asset. You can post every day, grow a huge email list and still feel invisible and like no one cares what you have to say.
How to fix it - Stop focusing on bloody metrics. Start focusing on how you make your followers feel.
5. You’re saying too much about too many things
You don't need more ideas for content. You don't need to talk about more topics. You don't need more angles. And you certainly don't need more "strategies".
You think more content on more subjects will bring more people in. It won't. All it will do is exhaust you and leave you burnt out.
Brands aren’t built on range. They're built on being known for one or two things which they talk about all the time to the exclusion of most topics.
How to fix it - Stick to the script. As I suggest with the Cult Broadcast System, your output should not range over 100s of topics and ideas. Instead focus on a core of 6-8 topics you want to be known for. With so few topics, you have to repeat them. And you have to get good at doing it in new and interesting ways. That's the secret to becoming associated in your audience's mind with those topics.
6. You’re not being bold enough.
You’ve a powerful message. You've uncovered some great enemies. And you're up for telling everyone who cares to listen. But there's still one problem...
... you're still pulling back.
... you're still hedging your language.
... you're still toning it down so it lands without offending anyone.
Something (it's fear) is stopping you from being bolder and braver with how you show up (Yep, fear).
How to fix it - Stop d*cking about and running away from what needs to be said. Say the thing you’re scared to say. Cult followings aren’t built from safety. They’re built from saying what no one else will. Your followers need you to say it.
7. You’re following, not leading
You're trying to forge a path for your cult following but – whetehr you realise it or not – you’re doing it with an eye on what everyone else is doing.
You're still thinking about 'the algorithm'. You're still a bit nervous about doing something too different. You're still tweaking what you do to blend in.
The problem is you can't built a cult following by playing the same game. It's just not possible. You do it by changing the rules. You lead by being the only one doing it your way.
How to fix it - [In hippie voice] You gotta trust yourself, maaannnn... Seriously, this is about having some self-belief and faith in what you're doing. Trust your gut. Build it how you want to build it. Let your brand feel like a rejection of everything that you hate about what everyone else does. It's a great starting point.
These are by far the biggest mistakes.
The good news?
They're all fixable. So, go fix and start growing the cult following you know your business or brand needs.
Want to discover how to navigate all these challenges and kickstart growth? Hit reply and comment MASTERCLASS in the body and I'll send you a link to my new training.
[Cult Case Files] The Slow As F*ck Run Club
In this Cult Case File, I take a look at cult running club, Slow AF Run Club, founded by Martinus Evans.
Watch this and discover:
- How the Slow AF Run Club got its name (which is a perfect example of using your haters to develop your messaging)
- Why the Cult Leader story is so important for every aspect of growth
- How Martinus used many of the same principles of building a cult following to explode the popularity of his group
- Why you don't just need to be different, you have to celebrate it as well
- Why you always need to be qualifying (and how Slow AF does it brilliantly)
You can watch the workshop by clicking on the link below or heading to the How To Start A Cult Facebook group:
Link to training:
https://www.facebook.com/share/v/1BRywV242C/
If you haven't joined the How To Start A Cult - Cult Leader Facebook group yet, here's the link:
https://www.facebook.com/groups/howtostartacult
Review How To Start A Cult and win prizes
Enjoyed How To Start A Cult? Want to win prizes? Then you're in luck.
Leave a review for How To Start A Cult on any of the below platforms and you can enter a draw to win prizes every month.
Here's what you need to do:
1 - Find How To Start A Cult on Amazon, Audible or Goodreads
2 - Leave a lovely review and take a screenshot to show you've left a review
3 - Send your screenshot to support@jodyraynsford.com with the subject line 'REVIEW PRIZES'
The good news is that you only need to enter once and you're eligible for the draw forever.
Coming up in the world of cults
Here's a quick rundown what's coming up in the next few weeks:
Thursday 30th April, 1pm UK time
Cult Case Files - Liquid Death
Join me for the next Cult Case Files on Thursday 30 April at 1pm UK to discuss the cult water brand, Liquid Death. Training takes place in the Facebook group.
Go to the event page in Facebook to sign up.
Thursday 30th April, 8pm UK time
The 6-Figure Cult workshop
Discover how to launch and sell a profitable online course that your cult members will love. Usually $100, you can join the paid training for 50% off until 20th April.
Secure your seat on the workshop and join me live using the link below:
>> Yes, I want to join The 6-Figure Cult Workshop for just $50 (50% off) today
A quick thought to leave you with...
Why do some businesses and brands have die-hard fans...
… but yours doesn’t?
It's worth thinking about this.
Like seriously, taking time away from a screen and sitting on a park bench or some corner of a coffee shop without any stimuli to really consider it.
Some businesses and brands are loved.
Like obsessed over.
Most are not.
And if you want to be the first and not the second... well, that's probably why you picked up a copy of How To Start A Cult.
Of course, I know the answer. But I want to leave you with this really simple starting point.
If you want to know the secret to getting people obsessed with your brand, is it this:
Most brands treat their audience like spectators.
They ask nothing of them.
Watch this.
Listen to this.
Consume this.
That's fine for most brands and most people.
But real fans don’t just want to consume.
Consumption is not enough.
When you're obsessed with something, you want more. A lot more.
Fans want to be part of something.
Fans want to feel something.
Fans want to belong.
Belonging means identifying with others like you.
The key?
Give them an identity.
For example, Nike fans identify as athletes, Red Bull fans see themselves as risk takers and Harley Davidson lovers identify as rebels.
Think on this one question:
What do your followers identify as?
That should help you to get the breakthrough you're looking for.
Laters!
Jody
P.S. I'm opening CultBrand Academy for a limited Easter special this weekend.
If you missed joining last time, now is your chance.
Click to join on the early notification list here.
Or keep an eye on your inbox this weekend for when the Easter offer lands.
