Last week, I told you how powerful belonging is for your business in Scout's Honor, but I didn't really elaborate on this critical aspect of marketing and sales messaging, and customer experience.

Psychologically, belonging is deeply tied to motivation and behavior. It shapes our thoughts, feelings, and perceptions. It's in our DNA. We crave it throughout our lives and when we find it, we are loath to give it up.

What this means for your business is that you have the power to create a community of people who are loyal, engaged, and passionate about your success.

Whether or not you identify as a Swiftie, you probably know how hard that crew rides for their squad leader, Taylor Swift.

Her community is feared and revered because they are activated through their sense of belonging.

If only we could create that kind of loyalty and engagement for our own businesses and brands, right?!

Turns out, we can.

A lot of the ways you do it are things I'm always talking about, as it turns out. If you've been reading my emails for more than a minute, these will all sound familiar to you.

• Show your personality​
  Let your unique voice shine through. Are you playful and witty? Bold and edgy? Embrace it! People connect with authenticity, not robots. And when more and more of our lives involve interfacing with AI, connecting with a real human is even more meaningful and appreciated.
  ​(Hopefully, any and all of my emails speak to this! :-))
• Speak their language
  Ditch the pitch for relatability and connection. Build your community by talking like a real person who understands your community's interests, humor, slang, and perspectives. When you speak their lingo rather than that of your industry or expertise, people want to hear more.
  ​(See The Value of Trust to dive deeper into this.)
• Celebrate your community​
  Highlight your customers and clients! Share their stories, creations, and achievements. Lift them up. Cheer them on. Put them in the spotlight and make them feel appreciated, seen, and cherished. In return, they'll do the same to you and your business.
  ​(See Cheers to You for an example of this.)
• Encourage feedback​
  Actively encourage customer input and use the feedback and suggestions they provide. Respond to comments and questions, and show you care about what they have to say. That back and forth dialogue is how connections are forged and solidified.
  ​(See No Harm in Asking to learn more about this.)
• Create shared experiences​
  Encourage interaction and collaboration by hosting online events, contests, and/or challenges. Or with voice-of-the-customer, beta testing, or VIP programs. These types of shared experiences and co-creation opportunities produce lasting bonds that deepen your customers affinity with your business as well as their commitment to your success.
  ​(See The Best Experiences for more on this.)

Maybe, you've already realized there's a connection between the crisis of loneliness we're seeing around the globe and the golden age of influencer marketing we're living in.

People are hungry for authentic connection and community, and you and your brand have a great opportunity to foster belonging through your mission, your purpose, your values, your voice, and, most importantly, your actions and leadership.

So, the only question is: Are you ready to assume the mantle and responsibility of squad leader?

If you're not quite there, tag me in. I'd love to be your wing woman.
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Until next time,

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