If You Want Fierce Loyalty, You Need To Be Fiercely Loyal First

If You Want Fierce Loyalty, You Need To Be Fiercely Loyal First

Build fierce loyalty

Loyalty. A funny concept. One that can mean so many different things to different people at different times.

Sports teams have loyalty from their fans. Well, the true ones do. Think Manchester City as opposed to Manchester United, where the latter’s “fans” are more interested in prawn sandwiches than a good soccer team.

Indie bands have loyalty from their fans. Until they sign that big record deal, that is, then they become sell-outs.

Humans have loyalty from their dogs. But then you would be pretty loyal as long as you had someone cleaning up your shit.

So, yeah, loyalty – a funny concept. And yet it’s something that’s so important to so many people, they spend their lifetime(s) trying to work out how they can build loyalty around what they do.

After all, build loyalty, you build bigger success, right? More sales; repeat sales; referrals. Get that gold rush and you don’t have to worry about marketing.

Okay, maybe just a bit about marketing (I’m a marketer by trade, so I’d be dumb to say you didn’t need my services, right?).

So, yeah – loyalty is something pretty much everyone wants to achieve in some form or another. And not just loyalty, but fierce loyalty. Because if you grab that piece of gold, the world is truly your oyster. That shit starts revolutions.

And so companies spend thousands (millions?) on trying to create loyalty programs. Bloggers spend thousands of words trying to say the things they think their readers want to hear to become loyal. Social media “gurus” spend all day on Twitter when they should be doing real work, just to try and get that extra loyal follower to buy into their crud.

And it’s all a waste of time. Seriously.

Because you don’t need to spend thousands, if not millions, of dollars trying to build loyalty. You don’t need to be that desperate typist. You don’t need to be that good-for-nothing-except-quotes-for-Mashable social media douche whose only loyalty comes from those laughing at him religiously.

If you want loyalty – fierce loyalty – it’s easy. Be fiercely loyal first.

Show people you care. Show people you mean what you say. Every time. Show people they can trust you. Show people you deserve that trust. Show people you’re not a dick who simply panders to those stroking your ego (or your dick). Show people every one of them is equal.

And it’s not fucking hard to do this.

  • If you’re a blogger, encourage dissention of your views and don’t let fanboys be your voice.
  • If you’re a business, embrace your critics as much as your fans (if not more so).
  • If you’re a manager, let everyone speak and not just Tommy Kiss Ass.

In fact, no matter what you do, in what discipline and in what medium, it’s really not hard at all to build loyalty.

Think like the person you want to become loyal to you and ask what really matters to them.

Get that simple thing right and you’ll have loyalty so fierce you’ll wonder why you were making it so difficult to achieve to begin with.

This post originally appeared on Sarah Robinson’s 28 Days to Build Fierce Loyalty series.

image: Jean-

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Danny Brown
Co-author Influence Marketing: How to Create, Manage and Measure Brand Influencers in Social Media Marketing. #1 marketing blog in world as per HubSpot. Husband. Father. Optimist. Pragmatist. Never says no to a good single malt. You can find me on Twitter - Google+ - LinkedIn.
171 comments
ekoutanov
ekoutanov

Customer loyalty, like many other things, can be bought. But, as a merchant, you must be willing to pay a price. Most of the time, if done correctly, the rewards to the business far outweigh the cost - 5:1 if not more. One barrier that business must always overcome is the startup costs with establishing a loyalty program. One low cost solution is http://mazecard.com.au - no startup costs, and no contracts.

DanielSharkov
DanielSharkov

@improvComm Good one by @DannyBrown indeed. Glad you enjoyed it! :-)

DanielSharkov
DanielSharkov

@improvComm Good one by @DannyBrown indeed. Glad you enjoyed it! :-)

Sayersview
Sayersview

I love this line "If you’re a business, embrace your critics as much as your fans" because it where we could learn and improve more. Thanks

Sayersview
Sayersview

I love this line "If you’re a business, embrace your critics as much as your fans" because it where we could learn and improve more. Thanks

JohnMTrader
JohnMTrader

@joeldon No problem Joe - how is use of the app coming along?

John_Trader1
John_Trader1

@joeldon No problem Joe - how is use of the app coming along?

Traci Hayner Vanover
Traci Hayner Vanover

I blog as I speak as well. I also podcast with the same sass and fervor that I would in a one-on-one conversation. I left the corporate lifestyle behind me over a decade ago, and I certainly don't miss it. There is value in transparency, when it is genuine.

Traci Hayner Vanover
Traci Hayner Vanover

I blog as I speak as well. I also podcast with the same sass and fervor that I would in a one-on-one conversation. I left the corporate lifestyle behind me over a decade ago, and I certainly don't miss it. There is value in transparency, when it is genuine.

Danny Brown
Danny Brown

Traci But that's too much like common sense, miss, and we know how that's lacking in so many, sadly. ;-)

Danny Brown
Danny Brown

Traci But that's too much like common sense, miss, and we know how that's lacking in so many, sadly. ;-)

Traci Hayner Vanover
Traci Hayner Vanover

Excellent post, Danny! But most importantly, it is SPOT ON. That kind of candor is refreshing! Folks need to worry less about numbers (be they on Twitter, FB, or elsewhere), and more about furthering the conversation.

Traci Hayner Vanover
Traci Hayner Vanover

Excellent post, Danny! But most importantly, it is SPOT ON. That kind of candor is refreshing! Folks need to worry less about numbers (be they on Twitter, FB, or elsewhere), and more about furthering the conversation.

Jeff McCauley
Jeff McCauley

Interesting. Never thought of setting personal standards based on the fact that there are worse things. Guess we will have to agree to disagree

John Paul Aguiar
John Paul Aguiar

You gotta jump first if you expect people to jump with you.

Jeff McCauley
Jeff McCauley

Interesting. Never thought of setting personal standards based on the fact that there are worse things. Guess we will have to agree to disagree

John Paul Aguiar
John Paul Aguiar

You gotta jump first if you expect people to jump with you.

Danny Brown
Danny Brown

Because I blog as I speak, then people know what to expect. And there are worse things in life than bad language. ;-)

Danny Brown
Danny Brown

Because I blog as I speak, then people know what to expect. And there are worse things in life than bad language. ;-)

Jeff McCauley
Jeff McCauley

I appreciate the vulgarity warning, but As a business person, why use language that might offend?

Jeff McCauley
Jeff McCauley

I appreciate the vulgarity warning, but As a business person, why use language that might offend?

tracibrowne
tracibrowne

"If you’re a manager, let everyone speak and not just Tommy Kiss Ass."

I had to really laugh at that.  The one time I took an actual job with a company, not as a consultant, the CEO said he liked that I spoke my mind and to never stop.  He needed more people around him like that. That was until I criticized something he felt was his baby...suddenly my opinions were not welcome. I've learned since then that when people say they want their charges to speak out and up, they rarely mean it.

tracibrowne
tracibrowne

"If you’re a manager, let everyone speak and not just Tommy Kiss Ass." I had to really laugh at that.  The one time I took an actual job with a company, not as a consultant, the CEO said he liked that I spoke my mind and to never stop.  He needed more people around him like that. That was until I criticized something he felt was his baby...suddenly my opinions were not welcome. I've learned since then that when people say they want their charges to speak out and up, they rarely mean it.

DannyBrown
DannyBrown

@DavidNevin88 You'd like to hope so :)

DannyBrown
DannyBrown

@DavidNevin88 You'd like to hope so :)

AmyMccTobin
AmyMccTobin

For a minute there I thought this was a post on www.punkviewsonsocialmedia.com , but then I realized the cursing was just for emphasis:)  And on a Sunday too....

 

Once again smart marketing comes down to basic human decency and common sense.    Loved the post - no wonder you're #1 on Hubspot's list.

AmyMccTobin
AmyMccTobin

For a minute there I thought this was a post on www.punkviewsonsocialmedia.com , but then I realized the cursing was just for emphasis:)  And on a Sunday too....   Once again smart marketing comes down to basic human decency and common sense.    Loved the post - no wonder you're #1 on Hubspot's list.

DannyBrown
DannyBrown

@nlakeland Ha, you and me both, mate ;)

DannyBrown
DannyBrown

@nlakeland Ha, you and me both, mate ;)

DannyBrown
DannyBrown

@CASUDI Always too kind miss, thank you :)

DannyBrown
DannyBrown

@CASUDI Always too kind miss, thank you :)

jasondyk
jasondyk

Great post Danny, 

Loyalty comes from being an example to your "followers," if you show them you are loyal and will be loyal to them they are far more interested in returning that loyalty.  It's not about the money being spent or the giveaways you offer, it's about being there for them.  

 

Sidenote: I do find it funny about all these REALLY busy social media "gurus" that are so busy with all these clients, and all they do is sit on twitter all day....when are they working on their clients work then? 

 

Jason

jasondyk
jasondyk

Great post Danny,  Loyalty comes from being an example to your "followers," if you show them you are loyal and will be loyal to them they are far more interested in returning that loyalty.  It's not about the money being spent or the giveaways you offer, it's about being there for them.     Sidenote: I do find it funny about all these REALLY busy social media "gurus" that are so busy with all these clients, and all they do is sit on twitter all day....when are they working on their clients work then?    Jason

DannyBrown
DannyBrown

 @tracibrowne Ha, jeez ain't that the truth, Traci? Sadly, like you share, it's all well and good saying you want something. But if you lack the balls to follow that up with action when needed, then you may as well not have pretended to be supportive in the first place...   Cheers, miss!

DannyBrown
DannyBrown

 @AmyMccTobin I was actually consdering posting there, but I think that blog will be winding down, sadly - not enough time for the contributors to spare for the content to be consistent. We'll see.   I'm sure that Hubspot list is upside down, still, but thanks. :)

Danny Brown
Danny Brown moderator

 @jasondyk Hi there mate,

 

Truer words never said, sir. You can soon spot who's building their "community" just to fleece them shortly after (and, usually, the bigger the name, the more the fleecing).

 

Ha, and I'm glad you noticed that about the "gurus" - yeah, that constant tweeting really must bring in the bucks for your clients, huh? ;-)

DannyBrown
DannyBrown

 @jasondyk Hi there mate,   Truer words never said, sir. You can soon spot who's building their "community" just to fleece them shortly after (and, usually, the bigger the name, the more the fleecing).   Ha, and I'm glad you noticed that about the "gurus" - yeah, that constant tweeting really must bring in the bucks for your clients, huh? ;-)

AmyMccTobin
AmyMccTobin

 @DannyBrown Well, I met danieleagee  there, so it was worth something;)