Want Loyal Fans, Not Just Buyers?

A while back, I noticed something weird in my own campaigns.

I was running ads for the Two Paise Club Newsletter, and we were burning energy (and money) trying to make our ads louder, shinier, and “harder-hitting.”

You know the drill. Shout above the noise because everyone else is shouting too.

You want to know the truth? None of that shit really stuck.

Sure, I got a spike in clicks. But loyalty? That was another story. Customers came, grabbed what they needed, and bounced.

No one cared enough to stick around. And I realized something that hit me right in the ego: standing out isn’t about who yells the loudest. It’s about who makes people feel like they actually give a damn.

That changed how I play the game.

Instead of turning up the volume, I started building what I call “insider moments.” Giving people a peek behind the curtain. Making them feel like part of the story, not just another line on the profit sheet.

Let me give you the playbook. It works for products, services, coaching, and hell, probably even your local pizza joint.

One founder I worked with? Instead of blasting updates to everyone, he shot a short Loom video each Friday for his first 25 users.

Three minutes.

What shipped, what tanked, and what’s next.

That handful of folks? They turned into his loyal “street team.” Not because of discounts or tricks, but because they saw the guts of the operation and got to shape it.

Want to create real loyalty?

Build a small, focused group with a point. Pick a single promise. “In this group, you vote on features and get first crack at new tools.” Or, “This is where we swap best-performing scripts.”

Keep it tight — 20 to 50 people. Big enough for energy, small enough to feel real. Hit ‘em with a steady rhythm. Weekly nudge, monthly roundtable, whatever. Consistency breeds trust; trust makes people talk.

Give ‘em a name. But not some generic “VIP” crap. Name their actual role. “Kitchen Table.” “Beta Crew.” Then attach something real to that name, a spot in release notes, early product drops, or a private feedback call.

People don’t talk about getting a coupon. They brag about belonging.

Here’s how I stay anchored:

• Catch someone doing something helpful.

• Explain why it moves things forward.

• Tie it back to the mission.

Whatever you do, make sure your community knows your story, your next big step, and (most important) exactly how they can help push things forward.

Think pit crew, not audience — the type of folks who’d change your tires mid-race, not just sit in the stands.

Let’s make business feel human, not just loud.

— Shashank

P.S.