Cult Marketing isn't about attention. It’s about affection. Cult marketing uses psychology, shared values, and clever design to turn casual buyers into true believers. The result? A customer base that sells for you, sticks with you, and defends you like family.
Think:
- Tesla sells disruption.
- Lush sells ethical indulgence.
- Glossier sells empowered femininity. And their customers? Evangelists. Loyalists. Hype machines.
Is This Strategy Right for You? Ask Yourself:
- Do I serve a specific group with a clear set of values?
- Am I willing to say something and stand by it?
- Can I create a feeling beyond my product?
- Am I patient enough to build long-term connections over instant sales?
- Can I handle the high expectations that come with deep loyalty?
If most of these spark a “yes” or at least a curious “maybe,” this strategy could unlock a new kind of traction.
What Cult Marketing Gets You
- Loyalty that lasts (and buys again)
- Higher prices without pushback
- Organic word-of-mouth that feels electric
- Resilience against copycats, trends, and slow months
- Resilience against copycats, trends, and slow months
- Insane engagement online and off
So How Do You Start?
Let’s take this from abstract to actionable. Here are 10 ways to slip cult marketing into your strategy without losing yourself in the process:
- Create a Brand Mythos
Your story is your magnet. Share the raw why behind your brand, the grit, the stumbles, and the wins. No polish needed.
Example: You’re a candle maker? Tell the story of making your first batch after a breakup. Now, every scent has a backstory. - Build an Insider Circle
People crave belonging. Start with a private IG group, secret shop drops, or a behind-the-scenes email club.
Mini Move: Add a “members-only” note on your next product launch, even if it’s just early access. - Give Your People an Identity
Nike has athletes. Glossier has “glowy girls.” Who are your people?
Example: Are they the burnt-out, big-dreaming creatives? The plant mamas with spreadsheets? Say it. Reinforce it. Make them proud to belong. - Design Rituals
Think beyond buying. What daily or weekly habit can your brand be part of?
Example: A wellness coach could brand a “5-Minute Reset” customers post every Monday.
Your turn: What’s one action your customers can do with your product? - Play with Scarcity
You don’t need a warehouse to create FOMO. Use limited drops, seasonal releases, or “only 20 available” to fuel desire.
Note: Scarcity without intention is annoying. Make it feel special, not manipulative. - Stand for Something (Bold)
Cult brands aren’t for everyone, and that’s the point. Put your values front and center, whether it’s sustainability, anti-hustle culture, or cultural pride.
Hot Take: Neutral brands don’t build movements. - Inspire User-Generated Content (UGC)
Create a branded hashtag. Feature your customers weekly. Ask them to show you how they use your product.
Example: “#MyGlowRitual” for a skincare brand. “#DeskToDinner” for a fashion brand. Make it a thing. - Co-Create with Your Customers
People support what they help build. Poll them on product names, ingredients, and cover designs.
Easy Win: Ask, “Should I drop this next?” with two options. Let them choose. Then, brag about how it was their idea. - Host an Immersive Experience
Even a live “packing orders” session creates intimacy.
Online or offline, invite your people in.
- Virtual launch parties
- Private tutorials
- VIP sample drops
- In-person pop-ups with community photoshoots
- Get Personal. Like, Personal Personal
Call people by name. DM them back. Send a note. Remember their dog. Small businesses win when they feel small (in the best way).
Still Wondering… How Do I Start Without Going Full Cult?
- Start small. Pick one idea and test it for 30 days:
- Strategy: Test It Like This
- Scarcity: Launch a 24-hour-only drop
- Ritual: Create a weekly “tag us using...” moment
- Bold stance: Share an unfiltered opinion in your next post
- Community: Host a 15-minute Zoom hang or an “Ask Me Anything.”
- Personal touch: Handwrite 5 thank-you notes this week
- See what clicks. Refine. Repeat.
But I’m Not Edgy or Bold, Can This Still Work?
Yes. Cult marketing is not about being loud or trendy. It’s about being clear, consistent, and emotionally resonant. You don’t need to shout. You need to mean it. Even a calm, minimalist brand can create rituals and close loyalty communities.
How Does This Build a Following?
Because it’s not surface-level.
You’re not begging for likes. You’re creating culture. You’re speaking to identity and utility. And when people feel something from your brand, they bring others with them. That’s how cults spread.
Now You Try: Take the Cult Fit Quiz
Which cult marketing move should you start with?
Answer these 3 questions:
- What does your audience care about beyond your product?
- What’s something only your brand can say with conviction?
- What part of your customer experience could be a ritual?
Your answer = your entry point.
Still not sure? Send me your answers, and I’ll tell you where to begin.
Let’s build something worth following, not just selling.
