“She looked back at us!”
“We totally made eye contact!”
That’s pretty much how it went (times 100) after Meghan Markle and Prince Harry rode past my friend and me during their wedding procession around Windsor.
We felt a real connection with Meghan, especially after seeing the personal and modern touches she put on the royal affair and feeling her American influence on the ceremony.
It’s the sort of bond your business should strive to create with your community, whether that means someone unfamiliar with your brand or a knowledgeable customer.
You can create this special rapport using what some people call “affinity” or “tribe-building” content.
This type of writing, packaged as a blog post, social media update or newsletter, can be achieved through a number of techniques, which Meghan so gracefully demonstrated on her big day.
Duchess of Sussex, take it away.
Lead with your beliefs
There were little things Meghan intentionally did on her wedding day because she believed they should be done that way. She walked down most of the aisle unescorted, something no other royal bride has done. It was also the first time a British royal wedding had an American preacher deliver a sermon.
While these weren’t the only significant wedding decisions Meghan and Harry made, each of them sent a modern, more inclusive message to the world.
Meghan stayed true to her roots on her wedding day and the same should be the case when you create affinity content.
Since you want to attract people who share the same beliefs as you, it’s important to let your audience know what your company is passionate about. There is no point in trying to be all things to all people either because your business should stand for one particular person, not everyone.
By leading with your beliefs — those relevant to your brand — your message will narrow in on your target audience, attract like-minded people and lay the groundwork for a meaningful bond.
Speak from your heart
As cheesy as this sounds, I could feel the love emanating from Meghan and Harry. You could hear it in their vows and see it in their first kiss.
Without getting sappier, the royal couple was the epitome of two people who fell in love and came together in holy matrimony.
These are the vibes that you want your tribe-building content to give off.
Be passionate and play to the emotions of your audience. Your message should draw out a feeling from your reader — the same feeling you have towards a problem or desire.
Once they realize they share that feeling with you, they begin to relate to your company on a more personal level.
In your approach, it is OK to be upfront and candid with your reader, but also remember not to overdo it. Over-the-top statements or exaggerations can come off as phony and backfire with your audience.
Be true to yourself
This last ingredient brings out the best in your community bonding skills.
From the outward displays of Meghan’s American background to the inward love she felt for Harry, it was Meghan’s authenticity that shone through every step of the day and captured people’s hearts around the world.
There are many reasons people feel a connection to Meghan. Maybe because she’s American or a women’s rights advocate or was an actress on Suits.
And there are also reasons why people are just beginning to be charmed by her. Because she is something — American, biracial, feminist, etc. — and symbolizes ideals — the American dream, the power of love, a fairytale life — that people hold onto and want to be a part of.
Meghan is human, just like you and me. We can relate to her, which is huge considering that’s not always an inherent trait in the royal family.
That’s the key — to genuinely relate to your prospects and customers. Because being open, leading with your beliefs and speaking from your heart is how others will begin to trust you, like you and have a rapport with you.
Now, keep calm and bond on!