Have you ever seen footage of people camping out overnight so they can be one of the first to get their hands on a new Apple product?

Why would customers do that? It’s because they don’t consider themselves customers – it’s because they consider themselves members of the Apple tribe.

Customers rarely feel loyalty to a business. But tribe members feel loyalty to fellow tribe members. So if you can convince your customers that you’re all part of the same tribe, they’ll be loyal to your small business.

How do you do that? Well, when you’re doing marketing, you need to use the same language that your tribe uses and talk about the same hopes, fears and values.