The #1 reason your community isn't growing

Why 'a community for like-minded people' misses the mark

Photo by Edward Howell on Unsplash

If your community description uses the phrase “like-minded people,” I want you to hit pause.

Before you invest further in building your community, you need to be much, much clearer on just who it’s going to serve.

I see a lot of landing pages that talk about creating a space for “like-minded people to gather” without really exploring what that means.

If you want prospective members to see themselves in your description, you need to be more specific.

 “A community for parents” isn’t going to make someone raise their hand and say, “Oh, that’s me!”

Once you’ve identified that shared trait, it’s time to go deeper. Try thinking of your members’ shared point of view or their common struggle. 

“A community for parents facing screen-time battles” is better. 

But in 2024, it’s still pretty universal. So let’s try adding some values.

 “A community for parents who want a deeper connection with their kids and have chosen the slow-tech road” – now we’re talking. (By the way, that’s the mission of Hive member Andrea Davis’ community, the Tech-Healthy Family Hub.)

Your community's growth hinges on one crucial factor: knowing exactly who you're building it for. Take time to envision your ideal member in vivid detail. Imagine the person who will be delighted to be there. They’ll show up for events, comment often and find success.

What are that person’s motivations, challenges and aspirations? What kind of community would be such a perfect match for them that they’d invite five friends just like them to join?

Not every member will be a carbon copy of your vision. But being clear about who you want to attract will help you build a core of engaged, passionate people who embody your values and set the tone.

On the flip side, who wouldn’t be a good fit? Is your community description clear enough to make them say, “Pass; that’s not for me”?

This isn’t about excluding anyone. It’s about drawing in the people who will benefit from – and contribute to – your community the most.

Meanwhile, those who are not a fit can move on by and find a better path to reach their goals.

In a session inside The Hive, content strategist Molly Godfrey explained how her growth blossomed once she got crystal clear on her ideal client.

“My sales process was infinitely easier,” she explained. “When I really channeled who my client was and built it into my content, people said, ‘Oh, I feel like you really get me. I’ve been resonating with every one of your posts.’ The trust was built, so it was just easier to enroll them.”

If you’re a member of The Hive and missed Molly’s session, I encourage you to watch the replay and think deeply about the questions she poses to help you clearly envision your ideal member.

If you’re not a member, take some time to think of some questions of your own that help you really explore who your audience is and what they’re looking for. 

As Michel Bachman says, when it comes to community, human relationships trump a strong mission statement every time. Clarifying who your community is for is a critical step in building a space they want to join – and a place where they’ll find true belonging once they’re inside. 

Clarity is your friend,

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