The sustainability of your business is defined by your effectiveness at creating an engaged customer community around your current product offering. People today are not buying products simply because they like or value that product. They are purchasing products that they are also intellectually, emotionally, or communally connected to.
It is this attachment, or community, that is creating the loyal customer. We witness this in the marketing campaigns with Southwest Airlines featuring their people in community service. Or, in messages such as “we are Jeep” and Microsoft’s “I am a PC.” These campaigns create a connection to the community of the people we see ourselves a part of. While it is the product that connects us, it is the community that we see ourselves part of that drives the decision.
As you promote your business and develop your sales story, the message is not about your company, your products, or its features and benefits. Your story is about the community you are building through your product and service. This is the people that you are connecting, referring, supporting, and serving that is your community. Do you have a membership story regarding the community in your business?
