People Like Us Do Things Like This

I posted daily for weeks. Views were solid — about 10K+ daily — but followers? Essentially no one new.

Then I remembered a marketing principle from Seth Godin that changed everything: "People like us do things like this."

The shift: Instead of posting content that impressed people, I started posting content that made people think: "This person gets it. This person is like me."

Seth Godin was right about customers. But it works for attention too.

When people see themselves in your content—not just your results, but your process, your doubts, your weird 3am breakthroughs—they follow. Because you're not just another creator. You're their creator.

You're not building an audience. You're building a tribe.

And tribes follow people who remind them who they are and where they're going.

Here’s a 17-page doc explaining Seth’s thoughts on this idea.

- Brock Swinson

P.S. If you responded to last week’s poll, I’ll be sending you a free training later this week that goes into detail about getting 300k views in my first 21 days on Instagram.