Leveraging the Feeling of Unity
I was listening to a business webinar on the topic of how our human emotions play a vital role in the decisions we make in every area of our lives — because it was a business seminar, the focus in this case was how we make decisions to buy things.
Among the main concepts or constructs was the Feeling of Unity; when we feel included or unified in some way with the person or company that is giving advice or selling a product, we tend to be more willing to follow that advice or to buy that product.
Examples of unification included pop-culture fan groups, family, sports team fan groups, etc…
In fact, at one point the speaker revealed that she and her family are all fans of the same soccer team in England that I am. In my mind, as she was revealing this fact, in the midst of describing how to leverage the Feeling of Unity, I was literally thinking, “How awesome, I am going to listen to more of her webinars.”
I was living an example of how the Feeling of Unity can make a person feel good and encourage them to interact with your brand more.
But my main takeaway is more about what she didn’t do. She didn’t ask me to join an exclusive club, or offer her advice only to a limited number of people, or force me to make a decision that would evoke my fear of missing out. She shared an innocuous bit of personal, humanizing information — the kind of information that millions of people all over the world can relate to — that made me more inclined to continue my relationship with her.
A Feeling of Unity doesn’t have to come at a cost for your customers or you.
It can create just the spark you need to kindle a relationship.
The benefits can last a long, long time.