Ever feel like you’re creating content just to feed someone else’s algorithm?
Real engagement isn’t about content, it’s about people. Yep, we’ve been conned into fueling someone else’s audience while scrambling for likes and shares. Let’s flip the model.

This week, we’re diving into the power of genuine human connection. From emotional storytelling to fostering belonging, it’s not about what you share, but how you make your audience feel.

Audience Insights & Future Trends

Why Creating Emotion Is the Key to Loyalty and Growth

This newsletter is aimed at personal marketing as much as brand marketing.
I want you to stick around, so I need to make you feel something. Emotional connection transforms fleeting interactions into lasting relationships. Here’s why:

📊 Key Stats:

• 95% of decisions are subconscious, driven by emotion.

• 31% more effective: Emotional ads outperform rational ones.

• 2.5x faster growth for brands with purpose.

🎯 With Purpose:
Patagonia’s environmental mission inspires loyalty beyond products. 91% of their customers stay loyal because they share its mission. It’s an oldie but a goodie.

🚫 Without Purpose:
56% of consumers ditch brands that don’t align with their values. Without emotional connection, you’re just another transaction. Most of the time, you don’t even notice, it’s just a feeling. It makes you subconsciously go, “Yep, this is the one for me.”

Final Thought:
Craft stories and experiences that hit an emotional nerve. By the end of this, I hope you’ll share something in a conversation or by forwarding this newsletter because I created a spark. Lose the magic, and you lose your audience.

Case Study of the Week:  LEGO: Building a Global Movement, Brick by Brick

I’m so glad LEGO came along, it gave me a reason to stop banging on about Liquid Death & Red Bull. But today, I’m not talking about their campaigns; I’m sharing their brilliance in community building.

LEGO is more than a toy brand; it’s a masterclass in community building. They’ve turned audiences into lifelong advocates by doing one thing better than most: they put people first.

Why LEGO Stands Out:
They nailed segmentation:

• Kids: Interactive games and UGC challenges.

• Adults: Forums and co-creation platforms for their engaged audiences.

The Numbers Speak for Themselves:

• 1M+ members on BrickLink, their acquired community platform.

• 50,000+ UGC contributions during the LEGO 7-Day Challenge.

• 24M reached through The Kronkiwongi Project.

💡 Key Takeaways:

• Empower Engaged Audience: Give your audience a voice. They’ll amplify your brand. (That’s why, alongside this newsletter, we’re building a community. You’ll hear from us soon.)

• Segment Your Community: One size DOES NOT fit all; tailor experiences to meet your audience’s unique needs.

• Leverage UGC: Authentic content from your audience builds trust and expands reach faster than any ad campaign.

Final Bite:
In a world chasing quick wins, LEGO shows us that real growth is built brick by brick. We’re building this community one person at a time, and we’re in it for the long haul. Come with us, we won’t let you down.

Behind-the-Scenes

This week, I hosted our first virtual gathering, and wow, it reminded us why human connection is everything.

When a handful of founding members met for the first time, trust started to form. They could see each other and talk directly, which was far more valuable than me just saying, “These community members are great.” They experienced it for themselves— I just set it up.

Reflection:
Screen fatigue is real, however, when it’s face-to-face, and live, it starts to resonate and starts to build an emotional connection. Never underestimate the power of showing up. Why do we keep sacrificing this? It’s a bad habit we need to break.

A Little More Depth: Gated vs. Open Communities

Which Community Type Is Right for You?

Gated Communities:

• Pros: High trust, deeper engagement, easier to monetise. Curated and programmed by humans for humans.

• Cons: Honestly, I don’t see a con here. It’s real, valuable, and rewarding. Challenge me if you disagree - I’d love to chat.

Open Communities:

• Pros: Large reach, diverse perspectives, viral potential.

• Cons: Lower engagement quality, hard to monetise. Run by algorithms, they drain time and can contribute to depression and loneliness. [Can you tell I’m a little biased?]

Takeaway:
Gated for the utmost value and engagement; open for reach and awareness.

Mood Board

Here’s what’s sparking ideas for me this week:

Call to Action (CTA)

• If we achieved what we set out to do, forward this email to two colleagues who need a reminder that people > content.

• Join the waiting list for the Audience 101 community to change habits and start gaining real value from human connections.

• Reply to this email: What’s one thing you’re doing to build real connections this week? Let’s swap stories.

Final Reflections

Do you know the best way to feel great every day? Call someone. Or better yet, meet someone new. I did it twice this morning, and I feel fucking awesome.

Until next time—stay curious, stay human, and make the effort to really connect!