What do people get when they sign up for an association, a union, a club, or any kind of membership organization? We know the benefits, the actual services they'll get for being a member, but what do they receive?
In other words, how is a group tangible?
Here's why this is important: when meeting another person, humans make eleven judgments about them in the first seven seconds, according to a study at NYU. Before you've even finished saying hello, the person opposite you has already judged your education level, trustworthiness, professional desirability, perceived credibility and more.
Customers are doing the same thing every time they make a purchase or join a group. When they commit to an association, they're looking for validation, some sort of return on the "What's in it for you" they were promised when being recruited.