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Want to start a cult?

A cult around your brand! Wait, what were you thinking of?

Cult brands turn their fans into evangelists who can’t stop talking about how great the product is. And if you want to create the same kind of hype around your brand, today you’ll find out how.

In today's newsletter:

• How to create a cult (brand) (find out what your brand needs to do to create a loyal fan base that can’t wait to buy everything you ever make)

• How the Nelk Boys turned prank content into a multi-million dollar brand (plus 3 takeaways for brands who want to monotise their audience)

• Trend plug - Cry like a baby

• Ask the Editor - How do I introduce my new business to my audience? 

- Charlotte, Editor ♡

Look, I don’t want to get in trouble for encouraging anybody to try and start a cult.

But if you want your brand to inspire fanatical devotion, you need to understand what makes a cult brand.

I promise there will be no satanic or sacrificial rituals involved. No, instead we’re going to use savvy marketing to achieve worship status for our brands.

How? It takes a mixture of cultivating community and clever brand positioning. This is how you garner a following of passionate customers that feel such a strong affinity toward your brand, it becomes a part of their personal identity.

This results in strong customer communities both online and offline.

And how do we appeal to a community? By giving customers chances to connect with one another through your brand.

Take Apple as an example, whose following has been likened to religion.

Apple has positioned itself as an essential part of its consumers' lifestyles. And this makes it a brand people can't imagine living without.

This is what fosters such a deep level of customer loyalty, and compels them to forsake all competitors. Apple has developed every aspect of the brand to delight the consumer.

Cult brands carefully tap into the consumer psyche to become closely intertwined with fans’ lifestyles. These companies don’t just sell products – they tap into a resonant cultural theme.

[Keep reading]

-Sophie, Writer

How the Nelk Boys Turned Prank Content into a Multi-Million Dollar Brand

How do you go from seeking attention by any means necessary, to monetisation, to political influence?

Just ask the Nelk Boys. In just a few years, they grew their brand from a group of Canadian bros pulling off pranks to YouTube's favourite boys. And now, they're pulling in $70 million a year from merchandise alone.

If you want a lesson in strong branding and master marketing, you should be studying Full Send.

Whether it’s protein powder, NFT’s, beer or merch, the Nelk Boys have utilised their following to create a lucrative business model. And now, they're leveraging their hungry fan base to pull in millions of dollars each month.

But they’re not just a successful business. Their relationship with UFC president Dana White and Donald Trump means the group is now a potent political force. Because there's no denying the influence they have over the millions of young men that worship the Full Send brand.

The first Episode of Full Send was only launched in September 2021. So how did a group of delinquent 20-somethings pull off such a high level of growth in such a short space of time?

[Keep reading]

-Sophie, Writer

Trend Plug - Cry Like a Baby

Today's trend comes from a viral video of a baby's reaction, crying after seeing his father with his freshly clean-shaven face.

It's taken TikTok by storm, reminding us all of the little crybaby inside of us. Creators are using this trend to highlight their feelings about various challenges in their lives. Turns out, there are countless things to cry about!

How to jump on this trend: 

Just use this CapCut template, add this sound, and put an image of a place/person/scenario that makes you want to cry like a baby.

A few ideas to get you started:

• Hearing your alarm on Monday

• Seeing the entrance of your workplace

• Getting an email at 4pm on Friday

-Carter, Intern

Tune in to the YAP Podcast

We’re breaking it down for you.

Listen to the YAP podcast Tuesday - Saturday, where we talk about everything that’s happening in marketing right now so you’re always in the know.

Watch the full podcast here and subscribe to our YouTube Channel so you never miss an episode.

Ask the Editor

Q - My audience has gotten used to my day-in-the-life mum content. But now I've started a parenting coaching business. How do I start creating content about this? - Courtney

Hey Courtney!

The main thing you should be thinking about is how to not just completely change your content style overnight. Your audience started following you because they like what you're doing. So if you change it suddenly, it probably won't go over very well.

Instead, try slowly introducing some content around your new business. You shouldn't be talking about it in every post! And you definitely shouldn't be using a lot of hard sell language that's going to turn people off.

But if you come at it as you're sharing your journey, the ups and downs, and how it plays into the rest of your life, it sounds like this will fit beautifully with your current content style.

You can make some standalone posts talking about your business. But you will probably get way better engagement by weaving it into your current style as much as you can.

- Charlotte, Editor ♡

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