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There are multiple stages to a person’s knowledge and involvement in your brand: not knowing anything about your brand, initially hearing something, first interaction, first purchase, ongoing loyalty, and so on.

Anyone can read a blog, but it requires action on your audience’s part to sign up for a newsletter, purchase a product, or subscribe for a membership.

Exclusivity is about providing the best parts of your brand to your loyal followers. When they exchange some kind of value for something you are offering, whether it’s money for a membership or an email address for a newsletter, the value you need to deliver should be greater than what your audience exchanged.

On this episode we talk about how you can establish deeper loyalty by allowing your audience into exclusive aspects of your brand, and why inviting people to step deeper into your brand is worthwhile.

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