How To Find Your Soul Tribe

Find your tribe & flourish as a creator

• Build a tribe of likeminded people to share laughs, feedback & tips with.

• Find your true fans, who love your work so much they’d pay you for it.

• Have a fulfilling career as an indie creator.

What we’re going to cover in this letter:

• How to think about making friends & fans online.

• How to become a magnet for future fans.

• How to do all of this in practice.

How To Pretty Much Guarantee Your Success Online (Even As An Incurable Introvert)

For as long as I can remember, I’ve always been a lone wolf.

Networking, socializing, making friends?

That stuff never came easy to me.

Most of my life, I spent up in my room, living more on the internet, than in the real world.

It’s true.

And this was a real pain to me because I desperately wanted to find like-minded spirits, but I had no idea how to connect with people, online or offline.

I was a stranger to the world. And never seemed to fit in anywhere.

But being the overly passionate weirdo that I am, I still tried to…

• Put myself out there and share my work to my social media following of 200 disinterested friends, barely getting any engagement.

• Tried to start 6+ online businesses, but struggled getting the word out because I didn’t know how to network.

• Tried to share my new music, but it just kept landing on deaf ears.

So yeah. I must confess I’ve felt quite “alienated” for most of my life. The people around me were never driven in the same way I was.

This was frustrating as f*** to me because I always felt like…
if I was just given the right place and people, I would thrive.

  But I was left to figure things out alone.

    And as you may know, it’s really, really, really hard to do anything great in life without having people who push you to the next level, without having good connections in your network, without supporters of you and your vision. It’s 10 times harder, maybe.
 
Nothing is easy without the right people around.

On the hard days, you have to cheer yourself on and give yourself advice. But sometimes that’s like spinning your wheels, around and around, stuck in the muck.

Everyone around me seemed perfectly okay with having a 9-5, watching Netflix and living “normal” lives. But I was that weirdo who wanted more.

Alright. Enough about my past. Let’s flash forward to today.

    People are hitting me up, wanting to be my friend. People want to build businesses with me. Connect with me. Hang out with me. Make music with me.

So... What changed?

    In short, I learned how to stop giving a ****…and embraced who I was despite not getting any support or approval from my old friends and family. I learned how to use social media the right way so I could find my own little tribe of freaks and geeks.

    And the crazy thing is, I’m still the same guy. (if anything I’m even more wild). I just learned the right skills. I just learned how to think.

PERSPECTIVE

    In the olden days, if you were the weirdo in your village, and wanted to “make it”, or just meet like-minded friends, you were pretty much screwed. There weren't many options back then. Maybe you’d find a penpal to exchange letters with, but that was pretty much it.

But today, you can easily just

1. Share yourself & your work online with the whole world, and get instant feedback.

2. Find people with the same interests as you and have chats with people all around the globe. 

3. Get instant access to all the info you need to succeed. You can get access to books, courses, and people to help you with your goals…

And did I mention it is mostly free to do all of that?

    All of this still blows my mind. I do not take it for granted. And you shouldn’t either. I am just incredibly, unmeasurably, unbelievably grateful for the internet. It’s my favorite place. For real.

    Okay so, even if you suck at social media and networking right now…
Consider the sheer magnitude of the internet… just with enough time, practice and exposure in ANYTHING you do there — you’re pretty much guaranteed to see some success. As long as you keep trying and reiterating. You can totally do it.

    But it’s NOT because of some special shortcut, algorithm hack, or magic trick like these gurus will have you believe. It’s all because of your own blood, sweat and tears. It’s all because of your own beliefs and skillsets.

Firstly, you can only go as far as you believe is possible — and secondly, what your current skill level permits. If you’re level 1 right now, you need level 1 challenges. But keep your eye to the sky. Be determined to make it.

And over the past 6 years, I have studied a few crucial skills that has helped me a lot.

These exact skills changed my life for good:

• Copywriting (and just writing in general)

• Embracing my authentic self & finding my true voice

• Learning how to not give a f*ck and just be myself (in the good way)

• Learning how to make friends & build relationships online (it’s a skill)

• Basically understanding that I’m not an alien and that my peeps are out there, I just have to be very patient, interact more, and get more eyes on my work

“Okay, so how do we find our people?“

Well, you have 2 options here…

1. You can go out of your way and look for good people. Check out people’s profiles, leave comments, send DMs, et cetera, et cetera. (more about this towards the end of the letter)

2. Or you can create your own content which will attract like-minded people to you, over time.

In marketing, these are referred to as “outbound” and “inbound”, respectively.

Since you are an indie creator of some sort (who probably wants to grow fast) you will be doing both.

But I will break down how you need to THINK about this first before you can go out there and find your freaks & geeks.

• How to think about creating your own magnetic content.

• How to think about networking & DM’ing people.

• How to do those things in practice

    I will get more practical towards the end of this letter, and show you the process that has been very useful to me. But you need to understand how you need to be thinking first before you can approach this successfully. Accurate thinking is the key to everything in this life.

Now here’s the key, people will only connect with you for these 3 reasons:

• Because they share the same values as you

• Because they like your personality

• Because they love your work

These are the people you should focus on reaching (completely ignore the rest).

 Because these are the people who will support you down the line (maybe even pay your bills).

    This is the reason it’s so important to express your values confidently, and stand by them. Never be lukewarm when posting online. Don’t be Mr. Nice Guy (or gal). Have conviction. Have personality. And put yourself out there. Create some got damn noise.

“Those who do not howl will never find their pack”
— Clarissa Pinkola Estes

    And don’t aim for perfection here either. Don’t write perfectly. Talk like a human, talk like yourself. Add your unique touch to everything you do. Don’t be boring, formal, or “robotic”. Have some fun with it.

    If you’re born a boring person, then you need to practice your speaking, writing and storytelling skills. No one likes a snooze fest. Sorry. Always be on the lookout for interesting angles of yourself and your work. See what people resond to. Keep trying and testing new things. Show up consistently and don’t lose enthusiasm.

So for example, some of my values are:

• Authenticity

• Playfulness

• Creativity

• Courage

• Wisdom

• Clarity

    Everything I post tends to reflect at least one of those values. It is often authentic, courageous, creative or playful. I’m into personal development and creative writing as well, so that likes to shine through. That’s just my style.

    And the only people who like me & my content are those who share those values, who like my personality, and my taste. They will click that follow button when they see my stuff. They will like and comment. They will even send me nice DMs sometimes. Like attracts like.

    If I wasn’t so confident in my values and in expressing them, not only would I attract less people, I would also attract less of the right people.

YOU NEED TO BELIEVE IT TO ACHIEVE IT

    If you’ve been struggling as a loner for some time now, you may think that there are just not many people out there. That you are an unlovable goofball. And I used to think that too.

    But if you’ve ever done a personality test, or found other big creators or communities online that you yourself resonate with, you know that is not true.

    If you have this belief that you are an incurable shy introvert, a lone wolf, a martian misfit, you need to destroy it right now – because it will only limit your success in life – and it will not be a good time.

THERE IS A PLACE JUST FOR YOU

Do you remember the ugly duckling story?

One of the ducks was born… well. Ugly. This duck was rejected and bullied by everyone, even by her own mother.

    The ugly duckling was abandoned and endured a harsh winter, alone, struggling to survive. She felt cold, lonely, and longing for love.

    When spring finally arrived, the duckling felt a strange sort of restlessness. She was driven by an instinct that she didn't understand. And in the distance, she suddenly spotted a flock of swans…. For some reason, she felt called to approach them.

Hesitantly, she walked towards the water, and that’s when she noticed her own reflection… Wow! She was shocked to see she’s not an ugly little duckling anymore, but really she was a majestic swan. Now things made sense. Ecstatic by this realization, she bravely joins the flock of swans. And to her surprise, she's instantly welcomed and accepted by the other swans. At last, she had found her home.

 Moral of the story: There are people out there who will love you for who you are. Who’ll love that special flavor that only you can bring. You’re different for a reason. You’re meant for greater things. Believe it.

    Whatever self-limiting beliefs you have will only hold you back – and there is nothing I – or anyone else can do to help you. What you adamantly believe is true will become your reality.

For example, if you already expect other people to reject you, they are more likely to reject you. If you don’t even like yourself, others probably won’t like you either. You have to have some confidence and belief in yourself FIRST, and only then will some people reflect that back to you. I am saying all of this because it has been my experience. And I had to learn it the hard way.

If you are indeed a “rare breed” then it will just take a little extra work, that’s all. Show up everyday committed to finding your people.

But like I said, you need to first believe that your people exist out there, and that you have VALUE to give. You just have to figure out the best way to present yourself and your work. For some people it’s being on camera, others are excellent writers... for some it’s TikTok, others are YouTubers. Try things. Find your way :)

Create For The Few, Not The Many

    Just like the duckling figuring out she was actually a swan, don’t try to please your old friends and family. Instead, make what you love, and show up everyday as a magnet for your future fans. Show up for those who actually love you and your work, your unique flavor. Stay true.

    And never feel bad for being different. David Bowie was a total weirdo. And so was Prince, Michael Jackson, Da Vinci, Shakespeare and every other pure and great artist that ever took flesh. To be great is to be a little weird! ;)

    And always remember that authenticity is magnetic; just like a magnet, some people will be attracted to you, others will be repelled. And perhaps there’ll be even more people who are repelled by you. It is what it is. But the people who are attracted though, will be really attracted. Because there is no one else like you. You will be that flavor they have been seeking all this time, but haven’t been able to get from anywhere else.

“Know that your work will only resonate with those on the same wavelength as you” - Jean Cocteau

Here’s the thing.

We're not in the business of being liked.

We're not here to create mediocrity for the masses.

We weren’t born to be lukewarm, timid, mild & submissive.

You and I… my friend.. we are badass creators.

And we're in the niche biz of creating mind-blowing magic for the minority.

    Understand this. And we can focus all our energy now on creating an actual impact in the lives of someone, rather than no one.

Because as you know, if you try to please everyone, you end up pleasing no one.

Leaning into what makes you unique is the only way you will find your tribe.

So create ONLY For Your Tribe

If you're an artist, the person in your crowd is most likely someone who shares the same sensitivity as you. Someone born with a similar set of taste buds. Who share the same undertones; the same spiritual nucleus. Who, for some reason we'll never know, resonates with the same stuff as you. Again: not everyone, but someone oddly specific. By connecting to your authentic self and creating true art, you will also connect to this kindred spirit. If you stay true, you will make this person feel less lonely in their day. Be their light. You were created to inspire and lead them. To give the blueprint of what’s possible. By strumming on this person's heart strings, inspiring their slumbering soul, and sparkling their synapses - they will pay you back by personally spreading the good word for you to other weirdos. And that’s the best marketing there is. Word-of-mouth.

The Best Form of Marketing In The World

• To be SO good for ONE person that this person deliberately volunteers for you, to market your work, to tell their friends, out of love for it.

• To be SO good these people would open their wallets without question.

• To be SO good they would miss you if you were gone.

This is so much better than paid advertising. And this is what we’re striving for, ultimately. It’s the way forward for us. To be GREAT in our own unique way. In the super abundant climate of the internet… Be unapologetically you. Do what you love with a passion. Share it with the world. And you’ll find your strain of people, in due time. You just gotta show up to entertain them — or solve their problems — or both. This way you you’ll get paid in fair exchange of the value you bring them. That’s how you get paid to play.

Find Your 1000

You’ve probably heard this before, but if you want to get paid for doing what you love, find 1000 people willing to give you a few bucks.

Because in the age of the internet, you don’t need millions of fans to be “successful”, you just need 1000 true fans willing to give you $8 / month.
That’s $8000 / month in revenue - to get paid doing what you love. Not a bad business. All you have to do is find those one thousand people. And you find those people by being you, learning marketing, and showing up everyday.

(sidenote: if you have a high-ticket service, this doesn’t necessarily apply to you, you can get away with way less people)

The idea here is to find a “minimum viable audience”. (Shout out Seth Godin). Which means the minimum amount of fans that could possibly sustain you. This is the smarter move than going broad and trying to please everyone. Don’t seek virality, seek resonance.

I know this can be hard to wrap your head around, but don't focus on the number of likes you get, rather focus on the quality of those likes. Having a handful of superfans is always better than a stadium of people who just kinda like you, sometimes (but could just as easily go without you).

Again, blow the minds of a few, not the many - don't dilute yourself and your work to please everyone.

📍 Friendly reminder

 Every person that interacts with you online, by liking or commenting, is a real human being on the other side. A person who probably deeply resonates with you and your work. At least enough to like, comment or repost it. You may think that 500 followers is not much, but imagine if you had just… 50 people outside your door right now. It would be pretty overwhelming, right? Stop comparing yourself to bigger creators and appreciate the people you have first and foremost.

Don't be vain and think you need more likes or subscribers to be successful. Screw that. You just need a few more of those people that already like all your stuff. Reach out to them and say what’s up.

The Law of the Category

The Law of Category states that if you cannot be the first in your category, set up a new one. (from the book The 22 Immutable Laws of Marketing)

The only way we’re gonna beat all of this “competition” is by authenticity.

By creating a category-of-one.

You are the “niche”, in other words.

And your market is all the people who dig you and your work.

And with the web, we can reach millions of these people, for free!

The process then, is to stay true and with time filter out all the people who don’t like us, and attract all the people who resonate with us. To reach as many of these cool people as possible, we need to embrace our weirdness and go all in.

That is the essence of authentic marketing.

   And the timing is just right because we’re now entering The Age of Authenticity. You see, in the polished, perfected age of super model influencer AI technology – people secretly start to crave more rawness, more truth, more humanity. (I wrote an entire section about it to prove my point, but I figured this letter would be too long so I cut it out, I’ll talk more about in the future tho, or message me and I’ll send it to you.)

So anyway, if you actually want a shot to make it in this new climate, you should say “fuck it” and show up as the leader of your own unique soul tribe INSTEAD of making excuses that you need better equipment or looks, or something…

You have to be true.

YOU DON’T HAVE TO BE PERFECT; SHOW YOUR FLAWS; BE RELATABLE.

Nobody relates to perfect anyway, but a lot of people relate to realness.

    Like I said, with the power of the internet, you now have the ability to reach weirdos like me. That was MUCH harder before. But you cannot reach them unless you are authentic. That is the key in all of this. Authenticity.

Beyond that, there are a few very important things you HAVE to keep in mind.

Include Your Crowd!

While you should of course Do Your Thing as much as you can, you should also include your tribe's dreams and point of views.

Consider your community’s perspective of you and your work. Have empathy. Just because you’re authentic doesn’t mean you should be selfish and make it all about you. See what sides of you people respond to. Solve their problems. Collaborate. Because at the end of the day, we don’t want to be starving artists, lonely castaways on our own deserted islands, we’re part of something much bigger — we’re also entrepreneurs, we’re marketers, we’re leaders. We want to provide real value to real people. We want to make money doing what we love while making a real impact in the lives of other people.

And look. We're not building Rome here, we're building a small little café for the cool cats in town. We just gotta provide some good ass coffee, be hospitable, and spread the word. Then in the future, if you wish, you can branch out, to franchise, and create the next Starbucks. But don’t even worry about that right now. Start small.

(Sidenote: There are people making 6+ figure incomes from less than 1000 followers on social media. If you offer a specific service, more is not necessarily better)

    And again, the only way to find your peeps is to keep true to your heart, and care about providing quality to those people on the same wavelength, consistently.

Don’t be the best.

Be the only.

The 3 Things You Need To Know First Before You Can Find Your Soul-homies: 

1. Finding and standing by your own truth. This takes courage, clarity & authenticity. You have to be bold. You have to have some backbone. Not everyone has these qualities inherently, but it sure helps to develop them if you want to influence and attract like-minded souls. Some people will be douchebags to you and leave hate comments. But keep shining your light. And never stop.

2. Being comfortable with hard work. No way around it. Don’t look for short-cuts. Growing on social media is going to be grunt work on some days. You have to spend many hours sifting through profiles, looking for good content, interacting with strangers. There will be good and bad days. You will love it. And you will hate it. But keep showing up everyday and stay connected to your long-term future vision. Don’t get too attached to the outcome. Just stay true to you and remember to take breaks for your mental health.

3. Consistency. Don’t expect it to take less than 6-12 months of consistently putting the work in. Forming a tight-knit tribe takes time. Real shit. A lot of people need to see you and your work for a long period of time before they will trust and invest in you.
   For example, sales are rarely made the first time someone sees an ad, or hears about a product, most people need to see it at least 8 times before they purchase. So don’t try to “convince” people. Just keep showing up. Consistently provide quality for a long period of time. That way you establish trust and awareness.  For now, just focus on building real relationships with people. And when people have seen you for a couple of months, and they like what they see, they’ll naturally become more invested in what you’ve got.

How To Actually Find Your Peeps Step-by-Step:

1. Use social media to find & connect with like-minded spirits who embody your values. Don’t just engage / DM everyone. Find the people you’d actually like to talk to and be friends with. 

   1. Scout. Go to the comment sections of big creators you love and check each profile one by one. Start the grunt work of networking with them. Dig deep down the trenches. 

   2. Organize. Make a list / spreadsheet of all the amazing accounts you come across. Make it a habit to open this list regularly and engage with these accounts in particular. Be efficient and intentional here as we all know how easy it is to get lost down the endless feeds of social media. Don’t rely on your memory alone.

   3. Be kind & offer value. Never be needy. Don’t pitch people right away. Be a friend. Show up as someone people would actually like to talk to. Give genuine compliments. Ask questions. Be curious about them and their goals. Try and help them get what they want if you can, otherwise just be cool.

   4. Align. Train your social media algorithms by only interacting with the kind of content that can help you find your tribe. Unfollow people who do not align. Ignore content that you don’t want to see. We were born to be creators, not consumers.

2. Keep Promoting & Giving Value 
   “Those who do not howl will never find their pack”.
   Tell personal stories. Keep sharing your work. Be vulnerable too. Present yourself unapologetically in such a way so if the right person stumbled upon your profile, they’d connect with you instantly. And post your success stories regularly to gain authority. Also be a bit repetitive. Don’t be afraid to repeat yourself. Repetition is good. It’s how you gain influence as a creator in your field. And study the algorithm too so it can help you distribute your work to more and more like-minded people.
   
   Doing these things is how we’re going to become known for something fast. Super important. This is how we build a reputation. This is how we become influential and persuade people to follow along on the journey.
   
   It’s a lot of work, but we will learn with every failure. And when we find a succesful pattern, we milk that shit to grow faster. Kind of like how artists play the same hit songs every concert. When we find content that resonates with the people we want to reach, we double down on it.

3. Leverage. After you have made connections — and optimized your social media for your soul tribe — then you will gain more and more influence or “leverage” — over time. People will naturally start to repost your stuff leading to more followers. Bigger accounts will recognize you as their peer. You start to gain credibility and authority in the market. Now you can pretty much reach out to anyone and get a response. You’ll get more eyeballs on your work — and as a result — more opportunities will be given to you.

So, it’s clear by now that you should know your own value first. Be self-reliant. Be self-trusting. Trust your vision. Trust your northstar. Be faithful to your heart - don’t get caught up in all the clutter of mass media entertainment systems. You were born for a reason. You have something to provide to the world. But it’s your responsibility to learn writing, marketing, speaking and presenting yourself so that people actually want to listen to you. These are crucial skills we develop and I am still a student of them and I will always be.

When you’ve attracted your own little pack of people, the real game begins.

You’ll have gained the power to make major moves. You can now make real shit happen. You can now pursue a more meaningful and purposeful life and change even more people's lives. Now you have the necessary influence and distribution for your work so you can make a living doing what you love.

And remember, the only opinions and feedback you should care about is the people who belong in your tribe, nobody else matters.

So gather the bunch. Grow the gang. Amass the crowd. Sort your class. Build your band. Find your flock. Form the union. Huddle the pack. Excite your star cluster. Start the party. Your own institution. Your own society. Your own brotherhood.

You got this! 🤜🤛

That’s it for this letter. I hope you liked it. Let me know if you have any questions and I’d be happy to help out.

In the next letter we’ll be talking more about value creation and distributing content.

Stay blessed.

Sincerely,

Robin Mo