Humans are tribal creatures, for better or worse.

Throughout human history, we’ve congregated with members of our own tribe and distanced ourselves from members of other tribes.

That mindset doesn’t just apply to race and religion; it also applies to ‘tribes’ that develop around different sporting teams or different products.

So when you do marketing, you need to send a message to your customers that you’re a member of their tribe.

If customers believe you, they’ll want to congregate around your small business … and distance themselves from your rivals.