Mindvalley has been active on Facebook for several years now, engaging and interacting with customers and readers through our pages, be it for products, content channels and even events.

We’re not the only ones, of course. According to a report made earlier this year, the average Facebook user is connected to 80 pages, events and groups.

As new features are added by Facebook (such as sponsored posts), new possibilities for apps emerge and new conditions come into play (take the uproar following the Whopper Sacrifice app by Burger King, for instance), the way people view Facebook and interact with your Fan Page changes.

But there’s one thing that stays pretty consistent… despite all the changes in technology, the hearts of people remain the same.

Deep down, people want to be liked, loved, valued and respected – no matter what platform they’re on.

We all know that the era of pushy sales marketing is way over and the new effective business model is firmly centered on relationship building… and that’s where Facebook becomes your best channel. It’s the closest thing to speaking face-to-face with your audience.

But have you ever wondered why now is the perfect time for relationship marketing?

Mindvalley author and the man behind The Creation Method, Michael Drew, has done extensive research into past and current trends for his new book – Pendulum, and it turns out that society actually shifts every 40 years between two polar opposites.

– A “Me” Cycle (where it’s all about ‘the individual’)

– A “We” Cycle (where it’s all about community and relationships)

It so happens that the cycle we’re on right now (and have been since 2003, which is – perhaps coincidentally – right before Facebook was born) is…

The “We” Cycle.

It’s a time when relationships are crucial, and in order to grow our businesses effectively we need to focus our attention on building strong relationships with people.

As you’re writing your copy – be it for a Facebook update, an email or any kind of communication to your audience – to really build trust and affiliation, you want to make sure that what you’re saying aligns with their values.

So what are their values? Here’s the breakdown:

“We” Cycle (1923 – 1963, 2003 – 2043)

  1. Demands conformity for the common good.

  2. Applauds personal responsibility.

  3. Believes a million men are wiser than one man – “Two heads are better than one.”

  4. Wants to create a better world.

  5. Is about small actions.

  6. Desires to be a productive member of the team.

  7. Admires individual humility and is attracted to thoughtful persons.

  8. Perceives leadership as, “This is the problem as I see it. Please consider the things I am telling you and perhaps we can solve this problem together.”

To summarize, the ‘We’ Cycle believes firmly in the “We” perspective: the group, the team, the tribe, the collective who think outwardly rather than inwardly.

To compare and to show how they differ, here are the values of the ‘Me’ Cycle, which took place between the two 40-year periods of the ‘We’ Cycle:

“Me” Cycle (1963 – 2003)

  1. Demands freedom of expression.

  2. Applauds personal liberty.

  3. Believes one man is wiser than a million men, “A camel is a racehorse designed by a committee.”

  4. Wants to achieve a better life.

  5. Is about big dreams.

  6. Desires to be Number One: “I came, I saw, I conquered.”

  7. Admires individual confidence and is attracted to decisive persons.

  8. Perceives leadership as, “Look at me. Admire me. Emulate me if you can.”

That’s a pretty interesting difference, isn’t it?

In order to communicate truly effectively with your audience in today’s society, you need to make sure you’re on board with the ‘We’ cycle values.

Michael Drew explains this further and in depth through Pendulum In Action, a 5-step training program that teaches you to forecast trends and discover a new marketing model.

Michael has helped thousands with The Creation Method and The Writer’s Hour, and he’s helped put 72 books on the bestselling list. Pendulum In Action is about to take your copywriting, social media savviness and relationship building with your customers to the next level.

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