Happy Science: Marketing Lessons Learnt from a Melbourne Cult
If you have read my book, The Simple Manifesto, you’ll know I’m curious about cults and what makes them successful, despite their (often) bizarre belief systems. In the book I share how cult-like strategies can grow businesses. The Age recently ran a story about a controversial new religion, so I had to explore it further.
As I describe in my book, cults often try to isolate their members from the mainstream world. They try to discourage relationships outside the group and remove any outside influences. This new group in Melbourne called Happy Science appear to be quite different to this and we will investigate that further in this article.
I’m not suggesting this group is a destructive group in any way, I simply do not know if they are or not so I’m making no comment in that regard. I’m using the word “cult” as defined by Google “a system of religious veneration and devotion directed towards a particular figure or object.” My purpose for this article is not to reject or defend the beliefs of any cult but to look for marketing principles we can learn from. It’s fun to learn in unconventional ways and I’m confident you’ll agree once you’ve finished this post that there is much we can learn and adapt from cults for business purposes.
I’m often asked by struggling small business owners, ‘What are the things I can do to grow my business?’
Here are some recommendations I often make, and cults usually do these things particularly well:
- You need to be consistent with your message to position your business
- Referrals should be your number one growth strategy
- Always communicate the benefits you provide
- Understand and overcome the common questions and objections in advance
- Keep in contact with your following regularly
The specifics of these strategies will vary from organisation to organisation, however these basics are foundational for your success. If you stick with it, you will establish your business personality and attract your target market, converting them into customers.
Position
One thing that stood out to me about Happy Science that is different to many other cults is the way they actively encourage their members to read broadly, even to read book with different values and opinions to their own. In the information age we live in, I believe this is a smart move from a marketing perspective. It’s nearly impossible to control information and the sharing of ideas these days unless you were to live in a commune. Everyone has an opinion and can share that opinion online through social media. It’s an impossible fight to try and eliminate these influences being heard so it’s better to embrace the breadth of information and be strong in your own convictions. This is true for businesses too. When advertising and marketing our businesses we don’t compete in a vacuum where we control all the messages. Once upon a time, big businesses could manipulate the media by their advertising muscle. It’s not likely the media would run a negative story about a company who is spending a fortune on advertising with them. Those days are over now that ‘everyone’ is the media, using social media and blogs. Don’t try and fight it, understand the environment has changed.
In my opinion, Happy Science has done a great job positioning their organisation by getting on the front foot, bringing clarity and overcoming objections.
Of course, I can’t say for sure if what they are communicating is accurate. I don’t know if they have a hidden agenda, however they have done well creating a clear, nonconformist position and they address potential questions and issues upfront. In business, if you experience common questions or objections this is a great way to overcome them.
Referrals
Do you run a business but are not getting the number of customers you would like?
Have you been trying different marketing methods to bring in new customers, all to no avail?
To put it bluntly, this might be because you business is not communicating a clear, concise message. It becomes difficult for others to share your message, if you can’t communicate it clearly yourself. If this is the case, you probably don’t have a rock solid vision. Your business personality is probably non-existent and you have no clear direction on how you will grow. People either do not know you exist, or you simply are not appealing to your target audience. Cults often will have a strong vision and emphasis on growth. They will communicate with there members the purpose of the group and encourage members to share the message with others. The members become great referrers. Now that’s a powerful referral marketing strategy we can all learn from. Satisfying your customers is an expectation. Your goal should be to have them committed to your business and telling others about it. They should become advocates and raving fans.
Benefits
Cults are benefits focussed when communicating with prospective members. They will express the reasons why being a part of the organisation will be good for the potential member. We too as businesses need to remain benefits focussed. Your prospective customers will never go looking for you if they have no understanding of who you are and what you can do for them. Make every effort to let your customers know, like and trust you but remember, its not about you, it’s about what’s in it for them. Create a bold vision for your business that includes other. Happy Science have done this with their organisation even considering 300 years from now and what that means to the world (from their perspective). That’s certainly a bold vision.
Objections
What are the questions asked by prospects in your industry?
Just like Happy Science addresses common questions up-front, businesses should do the same. Is there a way you can address common questions in advance? If you have a sales team, they should be the first people you ask to get an understanding of what the common questions are. They are on the front-line and deal with objections on a daily basis. You could also research the common questions and objections in your industry using social media. See what people are saying about your industry and your competitors so you can respond in a positive way.
Frequency
Cults typically run frequent meetings to keep the level of engagement and commitment strong. These touch-points reinforce the group’s message. While it’s probably not possible or viable to meet weekly with your customers, introducing a method to keep in regular contact is good for business. Communicating with your customers and prospects regularly can help establish your business in their minds. Don’t just talk about yourself, but talk about the benefits your customers will get through your business. Third party endorsements and testimonies are powerful. You will be seen as a credible and honest business they can trust.
Using these cult-like strategies for your business will help you reach your ideal customers and grow your business in an unconventional, yet consistent way.
What are your thoughts? I’d love your feedback in the comments below, just keep it respectful. My intention is not to slander anyone from the Happy Science group. In fact, I’d love some comments from its members.
