Building your brand may require adding a little bit of gatekeeping and exclusivity.
In an era where information is everywhere and contact is instant, clients need a little bit of training and a desire to commit. The best way to go about this is to create a small, private community with exclusive content, ideas, offers, and solutions.
Everyone has an enriched need to be special and part of someone’s inner circle. Many will pay an extra premium to be afforded that opportunity. Brands can use this as leverage to create offers and solutions that cater to that demand.
However, when venturing into a strategy of exclusivity, premium, and closed community, do so with finesse and class. Don’t make any sudden movements and abandon your current base, but offer a new opportunity and beta test it with a select few customers to gauge if it will benefit the brand and your customers.
As with any software out in the market at the moment, a free + Premium model works wonders. Have a dual strategy where you cater to the broad market but introduce a private community where each level of need is catered to.
In closing, my question is this: is gatekeeping the way to go for you or not? Let me know in the comments.
~ Build. Impact. Legacy
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