People Magic: How to Build a $1M Community
Episode: Be Thoughtful About Your Ask
Release Date: February 6, 2025
Host: Gina Bianchini, Founder and CEO of Mighty Networks

Introduction

In the latest episode of People Magic, Gina Bianchini delves deep into the intricacies of nurturing and expanding a thriving community. Titled "Be Thoughtful About Your Ask," this episode focuses on the pivotal role of how community leaders request actions from their members, particularly when it comes to inviting new members. Gina shares actionable insights and strategies drawn from her extensive experience helping over 10,000 entrepreneurs, brands, and creators build profitable, people-centric businesses.

The Common Pitfall: Ineffective Member Asks

Gina begins by addressing a widespread mistake in community building: the conventional approach of asking members to simply "post" content or share messages with their followers. She highlights the inefficiency of this tactic:

Gina [00:00]: "We've been taught that the ask that you make of somebody is go post this thing. Most people, if they go and post something, only about 1 to 5% of their followers will ever see what they've posted. So it's actually a pretty empty ask."

This low engagement rate renders such requests largely ineffective, often leaving community leaders frustrated with minimal growth despite active member participation.

Rethinking the Ask: Nomination Over Posting

To counter this, Gina advocates for a more strategic approach: asking members to nominate individuals for membership rather than merely sharing posts. She emphasizes the importance of making the invitation process feel exclusive and purposeful.

Gina [00:00]: "What is a better ask is, do you have someone to nominate for membership?"

By focusing on nominations, community leaders can foster a sense of exclusivity and ensure that new members are aligned with the community's values and objectives. This method not only enhances the quality of new members but also strengthens the community's core.

Engaging Members as Ambassadors

A critical question posed by a listener (B) raises the challenge of motivating initial members to become ambassadors without resorting to financial incentives:

Listener B [00:52]: "How would you get your first 20 members to invite people? I've tried a couple things that haven't worked, and I know I want to motivate my members to be ambassadors. Do I need to pay them?"

Gina acknowledges the difficulty in this endeavor and offers a multifaceted solution:

Gina [01:01]: "Do I have the right ideal member? Is my transition as clear as it could be? And also are the results in transformation? Is that best year ever as clear as it could be?"

She stresses the importance of ensuring that existing members derive substantial value from the community. If members are genuinely benefiting and experiencing meaningful transformations, they are more likely to enthusiastically invite others without needing monetary incentives.

Crafting a Compelling Value Proposition

Gina underscores the necessity of a clear and compelling value proposition. She advises community leaders to articulate the transformation and results members can expect:

Gina [01:01]: "Are those 20 people getting results in transformation that matters to them? Or are there things that you could do to make it even more valuable?"

By clearly communicating the tangible benefits and transformations that the community offers, leaders can inspire members to actively seek out like-minded individuals who can also benefit.

Building Exclusivity and Specialness

Creating a sense of exclusivity is paramount. Gina recommends making the nomination process specific and tailored to ensure that new members are a good fit:

Gina [01:01]: "Do you have someone to nominate for membership? Same exact thing, but you are getting much more specific."

This approach not only maintains the community's quality but also makes members feel part of an exclusive group, enhancing their commitment and willingness to contribute to its growth.

Language Matters: Being Thoughtful in Communication

Gina highlights the significance of using thoughtful and specific language when making asks:

Gina [01:01]: "Be thoughtful about your ask. Is there someone who you think we could create an equal kind of outcome for?"

She advises against generic requests and encourages community leaders to frame their asks in a way that aligns with the community's purpose and the members' motivations. This thoughtful communication fosters a deeper connection and a higher likelihood of member participation.

Learning Through Personalized Outreach

Gina shares a personal experience to illustrate the effectiveness of personalized outreach:

Gina [02:20]: "I was invited a couple weeks ago to a mastermind... I reached out to the organizer and I said... here's what they have in common and why I think it could be really cool."

This tailored approach not only increases the chances of successful invitations but also builds stronger, more meaningful connections within and outside the community. It underscores the importance of understanding and leveraging the unique strengths and interests of both existing and potential members.

The Downside of Affiliate Models for New Communities

Addressing a common temptation, Gina warns against the early adoption of affiliate or referral systems:

Gina [04:10]: "A lot of new people, lot of newbies are like, well, I'm gonna offer an affiliate so that... people will invite other people because they're gonna get paid. It doesn't work that way."

She explains that introducing financial incentives too early can erode the community's value and attract members who are driven solely by monetary gain rather than genuine interest and commitment. This can lead to high churn rates and a lack of sustainable, meaningful engagement.

Building for Longevity: Intrinsic Motivation Over Transactions

Gina advocates for prioritizing intrinsic motivation and the value proposition over transactional incentives. She emphasizes building a meaningful, durable community that provides lasting value:

Gina [04:45]: "Start with intrinsic motivation. Start with nominations. Start with the value proposition of what you're building."

By focusing on creating real value and fostering authentic relationships, community leaders can cultivate a loyal and engaged member base that naturally attracts new members through genuine endorsements.

Conclusion and Key Takeaways

In this episode, Gina Bianchini offers a nuanced perspective on community building, emphasizing the importance of thoughtful engagement and strategic member asks. The key takeaways include:

1. Shift from Posting to Nominations: Encourage members to nominate individuals for membership to create an exclusive and aligned community.
2. Ensure Member Value: Focus on delivering substantial value and transformations to existing members to inspire organic growth.
3. Use Thoughtful Language: Craft specific and meaningful requests that resonate with members' motivations and the community's mission.
4. Avoid Early Affiliate Models: Prioritize intrinsic motivation over financial incentives to maintain community quality and sustainability.
5. Personalized Outreach: Engage in tailored outreach to build stronger connections and enhance community cohesion.

Gina concludes by reaffirming the essence of "people magic" — creating a network that becomes more valuable with each new member, driven by shared goals, mutual support, and authentic connections.

Gina [05:50]: "That is how business gets done. That is how impact is created. That is how we unlock innovation, that is how we unlock creativity. And that is also how we have a hell of a lot more fun."

Final Thoughts

Be Thoughtful About Your Ask serves as a foundational guide for anyone looking to build a thriving, profitable community. Gina Bianchini's insights offer a roadmap to creating a sustainable and impactful network that prioritizes genuine connections and member value over superficial growth tactics.

For a deeper dive into these strategies and more, visit the People Magic website or tune into future episodes of the podcast.

This summary aims to provide a comprehensive overview of the episode for those who haven't listened, capturing all essential discussions, insights, and conclusions with accurate attribution of notable quotes.