This happened two years ago.
A friend of mine was a member of BNI—an international business network—and was asked to meet a quota:
Invite two new guests to their next 6 am online meetup.
Unfortunately, I was asked for a favor.
It was 6 am.
I crawled out of bed, growled, and popped my AirPod into my ears.
“Good morning BNI…”
“Good morning BNI…”
“Good morning BNI…”
As members piled into the conference room, I heard everyone greeting each other with a fake optimistic tone… using the exact catchphrase.
I remember murmuring to myself:
“Hmm, this is interesting. I wonder if they do this at all their gatherings.”
They do.
Weekly meetings. Seminars. Conventions.
Every event starts with the same greeting, “Good morning BNI.”
Looking around you, creating rituals is a popular trait for many organizations.
(Religions. Cults. Networks. Corporations. etc.)
These rituals reinforce common bonds, strengthen relationships, convey beliefs, and create an inner circle of Us vs Them. It’s not a short-term strategy that pays off immediately… but it helps with long-tail conversions.
Now, ask yourself:
How can you leverage this strategy for your business?
Email theme?
Email design?
Signature?
Insider jokes?
There are infinite ways to implant your branding into your prospects’ subconscious and create familiarity. And familiarity leads to trust.
Talk soon,
– WYH