How To Start A Cult

Key Takeaways

1. Build a Cult Brand to Foster Unwavering Customer Loyalty

Brand loyalty is dead.

The new paradigm. In today's competitive market, traditional brand loyalty is no longer sufficient. Businesses must create a cult-like following to thrive. This approach focuses on fostering a deep emotional connection with customers, making them feel part of something bigger than themselves.

Key elements of a cult brand:

• A clear, polarizing message
• Well-defined enemies
• Distinct visual and verbal identity
• Consistent communication
• Targeted outreach to specific groups
• Strong sense of community and belonging

By implementing these elements, businesses can transform casual customers into devoted followers who not only repeatedly purchase but also actively promote the brand to others.

2. Develop a Polarizing Cult Message That Stands Out

Why should someone join your cult over doing anything else?

Crafting your message. A powerful cult message is essential for attracting and retaining followers. It should be polarizing, compelling, and clear. The message must answer why someone should choose your brand over any other option, including doing nothing at all.

Components of an effective cult message:

• Polarizing: Creates a clear divide between those who agree and disagree
• Compelling: Invokes a powerful desire in potential followers
• Clear: Easy to understand and share

To develop your message, consider:

• What beliefs set you apart in your industry?
• What problems or challenges are being ignored by others?
• What do you believe that no one else believes?

3. Choose Your Enemies Wisely to Unite Your Followers

Uniting the tribe against a common enemy brings together an audience that may not necessarily share a common vision, and ultimately helps the growth and expansion of your cult.

The power of opposition. Identifying common enemies is crucial for rallying your followers and creating a strong sense of unity. This approach taps into the psychological need for belonging and the desire to be part of something bigger than oneself.

Potential enemies for your cult:

• A person or company
• An organization
• A practice or belief
• An attitude or behavior
• A character trait
• An annoyance

When selecting enemies, ensure they:

• Provoke a negative response in your audience
• Are unique or presented in an original way
• Have active and present consequences for your followers

Remember, the goal is to demonstrate empathy with your followers, not to incite violence or bullying.

4. Differentiate Your Brand Through Bold Presentation

Different is better than better.

Stand out from the crowd. In a world saturated with marketing messages, being different is more effective than striving to be better. This principle applies to how your brand looks, sounds, and acts.

Ways to differentiate your brand:

• Visual identity: Unique logo, colors, and design elements
• Tone of voice: Distinctive way of speaking to your audience
• Actions: Bold moves that set you apart from competitors
• Operational differences: Unique customer experiences

To find your difference:

1. Conduct a competitor audit to identify common themes in your industry
2. Look for gaps or opportunities to stand out
3. Embrace and celebrate your uniqueness, even if it's polarizing

Remember, authenticity is key. Your difference should be genuine and align with your brand's values and message.

5. Consistently Broadcast Your Message to Maintain Momentum

I gotta have more cowbell, baby!

Persistence pays off. Consistently communicating your message is crucial for building and maintaining a cult following. This doesn't mean mindlessly repeating the same content, but rather finding creative ways to reinforce your core message across various channels.

Key aspects of consistent messaging:

• Choose a primary channel and focus on it
• Show up regularly and reliably
• Adapt your message to different formats and contexts
• Engage with your audience to keep the conversation going

Remember, building a cult following takes time and sustained effort. Don't give up if you don't see immediate results. Keep banging that metaphorical cowbell until your message resonates with your target audience.

6. Target Outliers and Misfits to Grow Your Following

You're looking for the homeless.

Find your niche. Instead of targeting the mainstream, focus on attracting those who feel like outsiders or misfits in their current communities. These individuals are more likely to become devoted followers because they're actively seeking a sense of belonging.

Strategies for targeting outliers:

• Identify underserved or overlooked segments in your market
• Craft messages that speak directly to their unique needs and desires
• Create a welcoming environment that celebrates differences
• Offer a sense of community and acceptance

To find your ideal followers:

1. Conduct an audience audit to identify potential target groups
2. Rate these groups based on their level of need for your cult
3. Focus on those with the highest need and best fit for your message

Remember to maintain a healthy, neutral attitude towards recruiting. Don't beg for followers; instead, make it clear that your cult is valuable and it's up to them to join.

7. Cultivate a Sense of Belonging Among Your Cult Members

You are enough.

Foster community. Building a strong sense of belonging is crucial for maintaining and growing your cult following. This involves creating an environment where members feel valued, understood, and connected to both the leader and each other.

Three key ways to build belonging:

1. Reward participation: Recognize and celebrate active members
2. Storytelling: Share the cult's origin story and highlight member successes
3. Create opportunities for connection: Facilitate interactions between members and with the leader

Specific tactics:

• Indoctrinate early: Engage new members immediately
• Do things that don't scale: Personalized touches for individual followers
• Promote "true believers" to leadership roles within the community

Remember, the goal is to make members feel good about themselves and their place within the cult, not to manipulate or exploit them.

8. Provide Opportunities for Followers to Demonstrate Their Devotion

We want to show we belong.

Encourage visible commitment. Giving your followers ways to demonstrate their belonging strengthens their connection to the cult and helps attract new members. This taps into the human desire to identify with a group and showcase that identity to others.

Ways followers can demonstrate belonging:

• Wearing branded merchandise
• Using specific language or inside jokes
• Participating in rituals or activities
• Sharing content on social media
• Recruiting new members

When creating opportunities for demonstration:

• Ensure they align with your cult's values and message
• Make them accessible to different levels of commitment
• Balance exclusivity with inclusivity to maintain appeal

Remember, the goal is to provide options for followers to express their devotion, not to force or coerce participation. The most powerful demonstrations of belonging are those that followers choose to do voluntarily.

Last updated: March 28, 2025

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