How to Make Your Business More Cult-Like
Some of the fundamental elements fueling a successful religious cult can be used to build a stronger pathway to customer loyalty, and ultimately a stronger sales and marketing organization. I don't want to carry this metaphor too far, but I think there are some obvious comparisons worth mentioning, especially in light of today's energized social media movement.
Finding Oneself — The search for one's self is a lifelong journey that changes as life progresses. A strong marketing message will appeal to customers on a psychological level, not simply as a pure business decision. Likewise, your most loyal employees will find something intrinsically satisfying about joining your organization. It's co-dependency at its finest.
If both your employees and customers can find a personal, psychological reason for being part of your organization, you're on the road to forging something bigger and better than simply a product or a service. Your sales and marketing organization will promote your company in a way that transcends whatever you sell.
The Power of Community — This is where social media fits in. It can be connected directly or indirectly to your brand. Community fulfills a human need for belonging. At its highest intensity, community helps us discover meaning via a commitment to a lifestyle promoted by your brand. Think Harley-Davidson. Or, Think Different: Apple Computer.
- Explore some of the unconscious, or not-so-obvious motivators in the minds of your best customers and employees. How can these be used to foster stronger community bonds?
- Support and nurture communities where real, personal friendships can bloom.
- The most successful communities are more inclusive than exclusive. Again, think about Harley-Davidson. Harley-Davidson brand enthusiasts are diverse.
A recent McKinsey report makes another good point about community. It's especially relevant if you're marketing a consumer brand:
Companies also should note the impact of rising digital connectivity—many French consumers, even as they age, will retain their attachments to communities and social networks.
According to research by Albert Muniz and Thomas O'Guinn the 3 attributes of brand communities include:
- Shared Consciousness
- Rituals & Traditions
- Sense of Moral Responsibility
Why This Matters to Sales & Marketing
While it may be a stretch to turn your company and brand into a cult (I mean that in a good way!) there are definitely ways to take some of cults' most effective strategies and tactics and apply them to your business, especially social media and community-building efforts. We may like to think that modern-day business decisions are rooted solely in cold, unemotional ROI. But they're not. And after all, we're still human.
