An underused tactic to build a tribe

The temptation if you are trying to generate queries and clients online is to try to appeal to the broadest range of people possible.

This is a mistake.

You cannot be all things to all people. If you appeal to everyone you appeal to no-one.

An underused tactic is not to worry about everyone when expressing an opinion or making a video. Say what is on your mind, even if it will turn off many.

Because those for whom it is attractive and strikes a chord will be strengthened in their opinion of you and what you stand for.

Those who are repelled are not for you, you are not for them, and they almost certainly would never have become clients anyway.

And remember for everyone one or two people who criticize you and say they would never engage you there are more people who are quietly making a mental note that you are indeed for them.

They like the cut of your jib.