The Power of Micro Communities

Guess what? More than 50% of content on the web is now being created by AI. Yup, more is being written by machine than by human.

Yeah. Ugh is right. 

You’ve seen me write a ton about AI in this newsletter. For better or for worse, it’s all around us. We’re swimming in the AI soup. 

But now for some good news.

According to branding expert Quynh Mai, who publishes an excellent free marketing newsletter titled Qulture, we’re seeing a surge of people eager to join communities. Communities where they connect with real people in a genuine way, around a shared, self-declared identity. 

“Online culture is continuing to move towards audiences defined by what people say about themselves,” Mai writes. “Participation prompts like “Unfortunately I do love…,” “-aholic,” “1 girl, 10 obsessions,” and “In a room full of people I look for…” all invite people to describe themselves through small, specific signals. These lists and prompts are the new demographic markers, building belonging through niche connections instead of broad categories.”

Why am I sharing this with you today?
Because this is exactly what you should be doing as you build your Book Tribe. 

Launching a book doesn't have to involve chasing tens of thousands of sales through a huge PR blitz (unless, like Amy Griffin, author of The Tell, you’re a billionaire who can throw thousands of dollars a month at the effort). You can focus instead on discovering enclaves-–Substacks, online communities, Facebook groups, book clubs, and in person collectives—where people who are genuinely interested in you as an author and your book’s topic already hang out. 

Invest your time and energy in building relationships with these people. Help them connect with you, your book, and each other around a niche shared identity. Build your base of 1,000 fanatic fans. 

Then when your book launches, your Tribe will be ready.

Aloha,

MeiMei

TIP OF THE WEEK:

Define Your Author Identity

Take a few moments this week to act as your own PR person. What is your core identity in terms of your book and author profile?

• Coach or consultant with tactical strategies for success
• Grandparent most interested in an enduring legacy and sharing family stories with future generations
• Professor with impressive expertise in one domain, such as disability access, cancer treatments for children, or mental health
• Business leader who wants to inspire entrepreneurs

Now jot down the shared identity of your readers, that will draw them into your orbit and have them eager and ready to buy your book. 

• Young people who want to attain career success
• Experts in your field looking to expand their knowledge
• People facing a midlife or lay-off related crisis who need to pivot
• Post divorce, breakup or loss, people looking for inspiration and hope

Investigate where on the internet and IRL these people hang out. Hang out with them. Listen. Share your stories. Connect.

Then invite them into your world. Ask them to follow your Substack or LinkedIn posts, subscribe to your newsletter, or however else you communicate with them.

When it comes time to sell your book, grant them free early reader copies. Ask them to post their reviews and share with their followers. If each of your 1,000 true fans does this, you’ll have a bestseller guaranteed.