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013: Build a Community, Not an Audience with Gina Bianchini
The Nathan Barry Show
Focus on the aspirational part
Using aspirational language and focusing on positive aspects can help in building a community and identity. Calling people 'Schmillionaires' even if they're not millionaires yet can be a way to highlight their pathway to success and make them feel associated with a positive identity. Similarly, promoting 'best sleep ever' or 'sleep heroes' can attract people towards the positive aspects and create a sense of identification with the community.
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