Build Community Like a Brand That Cares

Written By Michael Maher

Why Your Buyers Want More Than Product

Content gets attention. Community earns trust.

AirPost’s John Gargiulo has worked with some of the biggest names in DTC. His insight? Great brands aren’t built on ads alone. They’re built on shared stories.

Here’s what works:

  1. Invite real customers into your process

  2. Build insider groups (think: VIP Slack or Facebook groups)

  3. Use UGC from real buyers as content fuel

Forget the "influencer economy." The next wave is community-led growth.

The Airbnb Playbook 

When John was at Airbnb, they saw early that loyalty didn’t come from offers. It came from connection. They didn’t just sell a room. They sold a feeling. That same approach works on Amazon, Shopify, anywhere.

You want LTV? Don’t push harder. Pull them in.

Want more repeat buyers? Make them feel like insiders.
If your customer feels seen, they’ll want to stick around.

👉 Ready to turn customers into loyal fans? Listen to The Longer Game for brand strategies that go beyond the ad.

For the deeper breakdown, watch Season 3, Episode 17 of The Longer Game with John Gargiulo.



Michael Maher

Musician turned business owner, I now own and run a Custom Done-For-You Amazon Services Agency and love it. From content to catalog management, advertising to international expansion, my agency Cartology is taking your brand story and translating it into a catalog that grows awareness, generates revenue, and achieves profitability on the Amazon marketplace.

I love my wife and daughter, being a human, bourbon, coffee, and being a light in business world.

https://thinkcartology.com
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