Why Selling Inside a Community Feels Different

Some of the most effective sales conversations I've seen don't feel like selling at all. They happen when someone asks a question and another person shares what worked for them. They happen when a customer posts a photo, explains how they use a produ...

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The Hidden Problem With Most Online Communities

In the last article, I talked about why I think people naturally gravitate toward communities. We like finding people who share our interests, and the internet has made those people incredibly easy to find. So you would think building an online commu...

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Why People Crave Community More Than Ever

It feels like every successful business, creator, and hobby now has a community attached to it. A YouTube channel launches a private membership. A podcast starts a Facebook Group. A creator opens a Discord server. Even ecommerce brands are experiment...

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The Best Brands Don't Just Sell Products Anymore

A few years ago, I started noticing something that didn't make much sense. Some companies would launch genuinely great products and struggle to gain traction. At the same time, other companies with products that weren't obviously better seemed to att...

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Why Traditional Ecommerce Is Getting Harder Every Year

Selling online isn't broken. It's just getting harder. The strategies that worked five or ten years ago still work, but they require more money, more effort, and more luck than they used to. Customer acquisition costs are up. Competition is everywher...

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