You need to add value to each person’s life. Develop a cadence for connecting over something unrelated to your sales efforts, but very related to your organization’s core values and culture.

This will help you to grow a following of like-minded individuals passionate about who you are and how you make them feel, not just what you’re selling.

For example, Spotify sends messages to let their users know about upcoming concerts in their area:

Additionally, Chubbies sends a “Weekender” email every Friday that doesn’t include links to products. Instead, they round up fun and entertaining bits of information purely aimed at providing a laugh. This fits right into their culture and core values, as indicated by the statement on their website, “We believe in the weekend.”