Loyalty Without Gimmicks
What Solo Creators Can Learn from Ogilvy's Research
TL;DR
This article discusses the key drivers of brand loyalty for solo creators, emphasising that loyalty is built through meaning rather than gimmicks. It outlines four main bonds and highlights the importance of personal interactions, the need for emotional engagement over transactional loyalty, and measuring loyalty through engagement metrics rather than superficial follower counts.
Table of Content
As solo creators, we don’t have loyalty programmes.
No points. No perks. No marketing departments with AI dashboards tracking customer behaviour.
But here’s the truth: loyalty isn't built by tech or money. It's built by meaning.
When I watched Ogilvy's "On Live: Beyond the Loyalty Programme"1 session, it hit me hard. Their global research2, spanning seven countries and over 3,500 adults revealed four real drivers of loyalty. And every single one applies to what we do on Substack, maybe even more than it does to billion-pound brands.
First, a quick backdrop for those who need it:
About Ogilvy and Rory Sutherland:
Founded by David Ogilvy, often called the father of modern advertising, Ogilvy is a global leader in branding, marketing, and consumer research. One of their brightest minds today, Rory Sutherland3, has mastered emotional intelligence in marketing. His work proves what solo creators intuitively know: loyalty isn’t rational. It’s emotional. People stay because it feels right.
Now—let’s break down the four bonds of loyalty and how we can apply them to build something worth sticking around for.
1. Principle: Stand for Something Readers Believe In
Ogilvy found this is the number one loyalty driver: shared values.
Not frequency. Not fancy design. Values.
What do you believe?
What do you fight for?
What would you lose subscribers over without blinking?
If your reader can't answer that after a few emails, they're gone. Alignment matters more than output.
✨ How to put this into action:
Write a "What I Believe" or "Manifesto" post. Pin it. Reference it in your welcome email.
Live those values in your topic choices, not just your tone.
Choose clarity over being "relatable." Serve the few fiercely.
As Rory Sutherland says, "The human mind values meaning far more than it values efficiency."
Your subscribers aren't staying for consistency. They're staying because you mean something to them.
2. Potential: Help Readers Become Who They Want to Be
People don't subscribe for more noise. They subscribe for change.
Your work needs to make them feel smarter, stronger, more connected—better than they were before they opened your email.
✨ How to put this into action:
Ask: "What shift am I giving them in this post?"
Deliver actionable takeaways, not just ideas.
Think in journeys, not one-off posts. Take them somewhere.
Loyalty grows when your newsletter feels like a tool for transformation, not just information.
3. Culture: Reflect Their World, Not Just Yours
Brands that try to lead culture often miss. Brands that reflect culture? They win.
Same for creators.
You don't have to jump on every trend. But you do need to show your readers you get them. You're inside their world, speaking their language, living their rhythms.
✨ How to put this into action:
Use references, memes, or examples from their daily life.
Comment intelligently on trends—don't just repost them.
Show you're paying attention to the things they care about.
Cultural fluency beats cultural commentary every time.
4. Community: Make Readers Feel Like Insiders
People stay loyal where they feel seen, heard, and part of something bigger than themselves.
Most newsletters feel like broadcasts. Few feel like belonging.
✨ How to put this into action:
Highlight reader questions, wins, or feedback.
Create moments for two-way interaction (polls, comments, meetups).
Give your top readers "insider" perks—early access, shout-outs, secret notes.
Connection beats content. Build small, dense communities inside your list.
Personalisation Without Tech Bros
You don't need AI-driven segmentation to feel personal. You need effort.
Reply to emails. Even a simple "Thanks for reading" matters.
Remember details about your regulars.
Occasionally surprise loyal readers with unexpected extras—a bonus guide, a private note, a resource they didn't ask for.
Real loyalty is built one human interaction at a time.
Loyalty Without Discounts
Big brands buy loyalty with points. You build it with purpose.
Instead of offering discounts, offer:
Exclusive access to your best thinking
Recognition for longtime subscribers
Small, meaningful value bombs with no strings attached
Loyalty is emotional, not transactional.
Measure the Right Things
You don't need a marketing ops team. Watch these:
Open rate: Are they showing up?
Reply rate: Are they engaging?
Referrals: Are they telling others?
Longevity: Are they still here six months later?
Forget follower counts. Focus on depth.
Final Word: Solo Creators Have the Advantage
Big brands spend millions trying to look "authentic." You already are.
You have the permission and the obligation to be real, bold, and human. That's what loyalty demands.
Loyalty isn't earned by being "useful." It's earned by being unforgettable.
You have everything you need. Use it.
What's one thing you do to keep your readers loyal?
Drop it in the comments.
With courage & conviction
Citations
Ogilvy On Live: Beyond the Loyalty Programme: How Brands Can Earn Lasting Loyalty (2024), Ogilvy Consulting.