The HACK to actually building a community around your brand

What’s up Newsletter Fam Happy Saturday!

Hope you’re enjoying your weekend so far…

Over the past 90 days, I have been living with performance coach Cam Russelle 

And It’s been life changin…

Here’s what I’ve learned 

- Environment is everything 

- Don’t be scared to think and act differently

- Doing unconventional things yields unconventional thoughts

Living with Cam for the last 90 days, I am up 25lbs and have never been more energized. It is a big reason why we are adding performance coaches to the Founders Club since every founder can use this. 

Now, let's jump into this week's edition of In Bed w/Aaron Spivak.

Today we will be talkin about something that’s been on my mind recently…

Which is how to build a STRONG community around your brand (and how we did that with Hush)

But before we get into the nitty gritty…

I want to talk about this magic word “community” ✨

Because over the past couple of years, it’s become a very popular buzzword…

And everyone and their mom has been saying,

“Oh if you just create a Facebook group all your problems will be solved”

But from our perspective with Hush, we looked at it much differently… 

We saw it as part of the brand and who we are – separate from our paid acquisition.

Almost like it was the LIFELINE of our entire business. 

When we launched our cooling weighted blanket, it wasn't some random lightbulb moment. Our sales were dropping, so we asked our customers why.

One replied, "Aaron, we love the blanket but I'm sweating in places I've never sweat before!"

BOOM! New product idea born.

That's the power of community and from the very beginning, we knew our community was going to dictate where we were going to go. 

Community is like creating your own language.

But how did we go about creating ours?

We would find unique ways to bring them into the community besides Facebook.

1. Vip email and SMS clubs

2. Two-way messaging

3. Behind-the-scenes content

4. Direct access for product ideas

5. Special discounts and referral programs

6. Random facetimes to customer check in

7. Surprise and delight

8. In-person activities

We put as much effort into our community as we did paid channels. Why? 

2 reasons 

- We had thousands of competitors selling the same thing – Sleep

- People want to buy from people 

And everyone has a natural desire to FEEL important and part of something.

Which was the goal for our customers, to make them feel like they were a part of something greater. 

It’s a HUGE reason why I only buy shoes from a certain brand…

Because before they launch any shoe they’ll email me and ask…

“what do I like about my current shoes? How can they improve it?” 

And if I make a suggestion that gets put into play they will actually gift me a pair.

So, I feel even more a part of that process and you better believe that any time I have the chance to talk about those shoes I’m going to.

WHY?

Because they made me feel important…

And that's what people want.

THIS WAS OUR HACK TO BUILDING A COMMUNITY. 

The result of all this community-building?

20-40% of our weekly revenue came from our community. 

BUT, community isn't a magic fix for your paid acquisition issues. 

It's more like a SUPPORT SYSTEM for your brand…

With all your channels working together☯️

So, what are the actionable steps for building your brand's community?

1. Identify who's important to you

2. Add more value than they're giving you

At Hush, we did this through surprise gifts, different tiers, and even direct founder access.

No fancy tactics. Just genuine connection and value.

What do you think? How are you building a community around your brand?

Hit reply and let me know – I always love hearing from you!

Keep crushing it,

Aaron <3

P.S. Check out the IG for more in-depth info about how Cam has helped me get in the best shape of my life, also make sure to give him a follow his a BEAST!

P.P.S. Our next Founders Day Retreat is in Tulum! 

Members get first access so make sure to Sign up Today!