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Creating Fierce Loyalty Is More Art Than Science [Day 21 – 28 Days to BFL]


This is Day 21 of 28 Days of Building Fierce Loyalty. Yesterday John Haydoshowed us EXACTLY what to do on Facebook to build fierce loyalty. Really great ideas and discussion. Today, Julia Steelman draws on her YEARS of experience in the corporate world to draw five distinct social “styles” and how they apply to our efforts at building fierce loyalty.

Creating Fierce Loyalty Is More Art Than Science

By: Julie Steelman| @JulieSteelman

Long ago to build fierce loyalty, you had to be a fierce leader. You had to be the bravest warrior and most confident samurai. You had to have mad nunchuck skills and be willing to take a spear in the heart for your tribe. Gulp.

Today, the rules have changed: you have to be tweetable.

While it sounds simple, a good social media presence is more art than science. And as a sales mentor, I get this question all the time: “I’m spending time on Facebook, Twitter and LinkedIn, but I’m not making any money … what am I doing wrong?”

Ah, grasshopper, you’ve come to the right place; I have the answer. Whether you realize it or not, you’ve got a social selling style. I’m not talking about what kind of slippers you wear while you update your status; I’m talking about how well you play with others on the cyber playgrounds.

I’ve identified five distinct styles; two are effective and three are not. See if you can identify yourself.

I call the first style Ghosting. This entrepreneur uses social media because “everybody’s doing it,” but she has no idea what she’s doing or why. Her posts are inconsistent, vague and she’s simply going through the motions. If this sounds like you … stop it! You’re just wasting time. Social media is about building connections. You wouldn’t attend a meeting, shake the potential client’s hand, leave and expect to close the sale, right? Ghosters do.

The next style is Posting and Coasting. This entrepreneur hits the social media “easy button” by using other people’s material. She posts quotes. She re-tweets. And she shares links to other people’s blogs and articles. Problem is she’s not sharing much about herself, and she’s not establishing herself as an expert. Posting and Coasting is safe because you don’t have to be original and set yourself up for criticism. But I think Coco Chanel said it well: “The most courageous act is still to think for yourself. Aloud.”  ‘Nuff said.

Style #3 is Boasting. This entrepreneur talks about herself incessantly. She is concerned with one thing and one thing only: promoting herself. Remember the ‘80s movie Beaches? Bette Midler’s character CC Bloom is a textbook Boaster. She asks her friend, “But enough about me, let’s talk about you … what do you think about me?” Boasting might get you fans, but they won’t stick around. Remember relationships create sales. And the only relationship in which a Boaster engages is the one she has with herself.

The fourth style is Hosting. (Now we’re getting somewhere.) This entrepreneur understands her job is to serve others by continually providing value. She hosts events, chats and conversations, and provides valuable information. She’s an expert in her niche and generously shares what she knows. Hosting produces great results because potential customers feel cared for. She refills their virtual glass before they even realize it’s empty. They trust her and want more. So they visit her site, attend her events, comment on her blog or Facebook page or re-tweet her tweets. They become part of her tribe.

Finally, the holy grail of social selling styles: Toasting. This entrepreneur’s style is the most effective, and she produces phenomenal results. Toasting combines Hosting with a well-defined Social Persona, which is the feeling, emotion, energy, words, messaging, and heart of who you are and what you’re here to do. She is authentic to herself, her brand and her mission. She effectively merges her personal and business life together in a way that creates profound messages. She energizes those around her and is an influencer. End result: her tribe becomes fiercely loyal.


So which style are you? Which style would you like to be? How can you take the first step today?


Julie Steelman’s former clients read like a Who’s Who of big-name corporate giants with Apple, Microsoft, Toyota, CBS, Sony Studios and Universal Pictures in her rolodex.  She generated more than $100+ million in sales during her 30-year sales career. Julie is the author of The Effortless Yes! And is known as The Sales, Success & Bankability Mentor. Her heart-centered selling strategies make her the go-to guru for entrepreneurial business owners who want to master the art of selling and maximize their company’s bankability.  Julie retired at early and now lives in Hawaii with her husband.  She was recently featured on, and  Http://


P.S. If you aren’t already signed up and don’t want to miss out on  28 Days to Building Fierce Loyalty, please sign up here.

P.P.S. Just in case you missed my announcement about my only live coaching retreat in 2012, you can catch up on the details (like there are only going to be 10 people there) and grab your seat here:

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