I have recently started to take part in a loyalty rewards program. So much so, that I am a little obsessive over the points-claiming process – it’s because if i get enough points through exercise, then I get free coffee 🙂

Gamifying a loyalty process is useful in that it can alter behaviour. What was once a chore becomes a goal and my behaviour leans towards the gaining of points. However, true loyalty still only comes from the payback meeting expectations. A free coffee a week is enough for me to go and exercise daily, along with the knowledge that I am getting fitter. If i only got a glass of water as a reward, I might not be so loyal.

When we look at writing as the process, there is no shortcut to building loyalty. As a reader I don’t know of any loyalty reward points for following one author over another, other than the promise of more material to come. As a writer, the consistent drip, drip, dripping of content will build a readership. Giving them more than expected with a purchase will build an evangelical fan.

And when in doubt, throwing in a free coffee seems to work wonders 🙂