Advertise your community like a Rolex...

Dec '24 • 🟣 Chat

We love to think we make “rational” decisions.

But in reality?

"Most people don't buy WHAT’S good for them, they buy what MAKES them feel good." 一 Rory Sutherland.

Just think about Netflix.

Is paying $15/month for another streaming service "good" for you?

Probably not.

But that moment you sink into your couch on Friday night, knowing you can escape into your favorite show? 🍿

That feels amazing.

The same applies to online communities.

When someone joins a community, they're not buying access to content, modules, or even expertise.

They're buying:

👉 The opportunity to hit their goals

👉 The feeling of belonging

👉 The rush of ”I can make it work"

👉 The relief of "I'm not alone in this journey."

Look at Peloton.

They don't sell exercise bikes – they sell the FEELING of being an athlete.

The pride of seeing your username on the leaderboard.

The thrill of beating your personal best while high-fiving strangers! 😍

Luxury brands get this too.

A Rolex tells the same time as a $20 watch, but it makes you feel like you've "made it." 😉

You're not buying a timepiece; you're purchasing a membership to an EXCLUSIVE club.

Here’s my question: What feeling are your members buying when they join your community?

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