3 Ways to Inspire Loyalty

by Lou

Brand loyalty for your businessI’m going to give you some information that nobody else is going to get. I think you’re the best person for it because you’re one of my favorite readers. But I need you to keep it to yourself. I don’t want others to find out about it.

The above was just one technique to inspire loyalty: making a person part of your inner circle. You tell them you’re going to give them privileged information (or exclusive access or VIP treatment), you tell them the reason why you’re telling or giving it to them, and then you tell them to be discreet.

What is loyalty? The dictionary says that loyalty is a strong feeling of support or allegiance to a person, country, government, group, business, brand, company or cause. In the NLP Logical Levels it is at the level of Beliefs, but loyalty can reach the level of Identity if it’s strong enough.

If you need people to stick by you during hard times, difficult choices, or plenty of competition, you need to develop loyalty. And we can develop loyalty by doing a little NLP modeling of people/groups that have brought about fierce loyalty.

So, I just gave you one technique to inspire loyalty: The Inner Circle Technique.

Another way is the Unfavorable Position Technique. Here you do something for someone else that is not in your best interest but in the interest of the person(s) you are trying to make loyal. This can be taking his or her side during a dispute, making a “damaging admission” by saying there is a slight flaw or disadvantage with your product or idea, quoting something they said back to them to show how what they said changed your mind, “As you pointed out…”

A third method to instill loyalty is the Slight Commitment Technique. What you do here is ask the people you want to be loyal to refer you to somebody else or give you testimonials. You can ask them for suggestions on how to improve your business, department, etc., or ask them for a favor. The Slight Commitment Technique also goes well with other NLP Language Patterns such as Presuppositions, Embedded Commands, and Linguistic Binds.

The Slight Commitment Technique was used in the Korean War to help brainwash prisoners of war. What the captors did was have the American prisoners write down the problems with Capitalism and write down the benefits of Communism. Many of the prisoners became fiercely loyal to the communists.

There you have three simple methods of making someone loyal.


No article on loyalty would be complete without a discussion on Loyalty Cards (A.K.A. “Reward Cards” or “Points Cards”). No doubt you have experienced Loyalty Cards at some point. These are usually cards given out by local businesses (especially small or fast-food restaurants) where you are given a card and asked to present it every time you come back in order to collect anywhere from six to ten stamps. Once you “collect them all”, you are usually given a discount or free item.

If you run a business, you should definitely figure out how you can offer a loyalty card to your customers. They’re not only useful for retail businesses.

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