22.🦎How to use change in your business to increase brand loyalty

In this issue we’ll cover:

Did you know your brain is hardwired to resist change and interprets it as a threat?

It's true, which is why, as a certified Change Leadership trainer of the award-winning Vital Smarts Influencer program, our Founder & CEO, Jill McAbe has helped visionaries implement business and marketing changes that have more than 2X their sales. A big part of that is assisting them in rolling out their upgrades in a way that brings their communities on board!

Strategy for Communicating Change

So how can you overcome the human instinct to run from change and get your audience pumped for it? Using your current channels of communication (be they emails, social media, direct messaging, newsletters, or a combination), you can begin reaching out to your community to let them know something new is on the way.

Here's an engagement strategy you can use to begin leading them towards the "big reveal" in your business.

In the 'change biz' you can think of it as being all about “build in” (let people in on the journey) rather than “buy in” (sell people on ideas). By sharing what’s going on in your business and asking for audience feedback along the way, they will feel more invested in what you are doing, which helps to build your community and brand loyalty.

What kind of things should you announce? Here are a few examples;

For Example: how we're changing our online provider (from Kartra to System):

We are in the process of moving our entire online platform from our current provider (Kartra) to a new all-in-one provider called Systeme. We love the ease of use for our team, the look of the final product, the affordability, and the user experience for our community.

This is a big undertaking, so change will happen in steps over 3 months. Here's how we're rolling it out.

We will continue to make announcements and give updates about where we are in the process as we roll out this transition, so there are no surprises.🤯 Watch for an email over the next week that this newsletter will be moving over to Systeme.

You can pique your communities' interest by announcing your planned changes as something exciting, something good for them or something they can get involved in (i.e. feedback). By being up front, you will reduce the frustration (or fear) that normally accompanies change while increasing brand loyalty and sales by keeping them in the know. Change is an opportunity to get your community involved.

*If you are a bit of a Daniel Pink fan, as we are, Jill had the opportunity to speak with him on her Thinking Vitamins podcast about exploring the myths we believe. Check out the episode here.