Read on Twitter
Everyone talks about 1000 true fans.
But few ever get into the nuts and bolts of it.
How can creators turn an internet stranger into a superfan?
Time for a thread of big ideas you can use to do exactly that.
But few ever get into the nuts and bolts of it.
How can creators turn an internet stranger into a superfan?
Time for a thread of big ideas you can use to do exactly that.
1. It's about emotion.
There's a quote from Maya Angelou that sums up my entire true fan philosophy.
"People will forget what you said. People will forget what you did. But people will never forget how you made them feel.”
Want lifelong fans? Connect on an emotional level.
There's a quote from Maya Angelou that sums up my entire true fan philosophy.
"People will forget what you said. People will forget what you did. But people will never forget how you made them feel.”
Want lifelong fans? Connect on an emotional level.
When I look at my favorite creators, emotion is at the core of all those relationships.
In a year of political insanity, @wethefifth made me feel sane.
@andrechaperon changed my entire marketing worldview, and made me feel ethical.
@sbkaufman helped me see my own potential.
In a year of political insanity, @wethefifth made me feel sane.
@andrechaperon changed my entire marketing worldview, and made me feel ethical.
@sbkaufman helped me see my own potential.
2. Niche down
Radical specificity is the fastest path to emotional resonance.
Create something that *feels* like it was tailor-made for someone.
The world is drowning in generic, copycat media.
Zig while they zag.
Proudly exclude most everyone so you can delight the few.
Radical specificity is the fastest path to emotional resonance.
Create something that *feels* like it was tailor-made for someone.
The world is drowning in generic, copycat media.
Zig while they zag.
Proudly exclude most everyone so you can delight the few.
3. Follow the golden rule
At every step of the journey, treat your fans how you'd want to be treated.
There are so many marketing "best practices" that are shitty and manipulative.
This stuff repels people.
If you find it annoying or off-putting, so will your fans.
At every step of the journey, treat your fans how you'd want to be treated.
There are so many marketing "best practices" that are shitty and manipulative.
This stuff repels people.
If you find it annoying or off-putting, so will your fans.
4. Position yourself magnetically
The act of niching down creates relevance with a subset of the market.
But when you *position* yourself well, you create deep resonance.
This is where the emotion lives. And where the true fans are created.
The act of niching down creates relevance with a subset of the market.
But when you *position* yourself well, you create deep resonance.
This is where the emotion lives. And where the true fans are created.
Positioning is the art of differentiating yourself from competitors.
No matter what niche you choose, there will be other creators competing for attention.
Your job is to identify why you're different or better.
The goal is to be *magnetic* to a portion of the larger niche.
No matter what niche you choose, there will be other creators competing for attention.
Your job is to identify why you're different or better.
The goal is to be *magnetic* to a portion of the larger niche.
When I say "magnetic," I mean it.
Your positioning should both attract & repel people.
When you try to appeal to everyone, and offend no one, you reduce the chance of creating true fans.
Here's a neat mental model from @waitbutwhy that explains this. https://twitter.com/waitbutwhy/status/1339686498757701632
Your positioning should both attract & repel people.
When you try to appeal to everyone, and offend no one, you reduce the chance of creating true fans.
Here's a neat mental model from @waitbutwhy that explains this. https://twitter.com/waitbutwhy/status/1339686498757701632
So how do you create magnetic positioning as a creator?
You create a unique stew of values, viewpoints, & personality.
You define what's important to you, and take a stand.
You zig while the rest of your niche zags.
Here are a few questions to work through.
You create a unique stew of values, viewpoints, & personality.
You define what's important to you, and take a stand.
You zig while the rest of your niche zags.
Here are a few questions to work through.
5. Every touch point matters
Every time someone interacts with your or your work, it's an opportunity to strengthen the relationship.
Get the big stuff right, obviously. Your products, customer support, etc.
But don't overlook the small touch points. They all add up.
Every time someone interacts with your or your work, it's an opportunity to strengthen the relationship.
Get the big stuff right, obviously. Your products, customer support, etc.
But don't overlook the small touch points. They all add up.
6. Audit your own fandoms
Who are the artists & creators you're madly in love with?
Why?
What is it that makes them stand above the noise?
How are they different?
How is their work more delightful?
What do they do that resonates so much?
Who are the artists & creators you're madly in love with?
Why?
What is it that makes them stand above the noise?
How are they different?
How is their work more delightful?
What do they do that resonates so much?
When you understand *how* other creators have built a deep emotional connection with you...
You can reverse engineer some of those strategies.
And use them to create true fans of your own.
You can reverse engineer some of those strategies.
And use them to create true fans of your own.
7. Email is a two way street
Email is, by far, one of the most potent tools for creating true fans.
It's fine to broadcast *at* your list.
But the magic happens when you invite them to reply and connect.
Few things create a fan more quickly than a personal inbox connection.
Email is, by far, one of the most potent tools for creating true fans.
It's fine to broadcast *at* your list.
But the magic happens when you invite them to reply and connect.
Few things create a fan more quickly than a personal inbox connection.
8. Make a promise (and keep it)
There's an unspoken contract between every creator and their fans.
Your work must *do* something for them.
Solve a problem. Unlock an insight. Make them feel.
Make a compelling promise to earn attention.
Follow through to create true fans.
There's an unspoken contract between every creator and their fans.
Your work must *do* something for them.
Solve a problem. Unlock an insight. Make them feel.
Make a compelling promise to earn attention.
Follow through to create true fans.
9. Show up consistently
This one's obvious. But so few creators do it.
Set up a publishing schedule. Stick to it.
Not just for a few weeks. But a year or five.
Be a reliably delightful presence in your people's lives.
They'll reward you with true fandom.
This one's obvious. But so few creators do it.
Set up a publishing schedule. Stick to it.
Not just for a few weeks. But a year or five.
Be a reliably delightful presence in your people's lives.
They'll reward you with true fandom.
10. Create work worth revisiting
Last night, I watched an old movie called Being There.
It was spellbinding.
It's the kind of film I'm excited to rewatch for years to come.
No doubt, each subsequent viewing will be richer than the last.
Last night, I watched an old movie called Being There.
It was spellbinding.
It's the kind of film I'm excited to rewatch for years to come.
No doubt, each subsequent viewing will be richer than the last.
When you create work that has this effect on people...
When they revel in revisiting the worlds you've created...
When they discover delightful new details in pieces of work they already love...
They're far more likely to become true, lifelong fans.
When they revel in revisiting the worlds you've created...
When they discover delightful new details in pieces of work they already love...
They're far more likely to become true, lifelong fans.
11. Do things that don't scale
When you interact someone personally, the likelihood of them becoming a happy customer goes way up.
Honestly, it's been uncanny in my business @filmfreedoms.
The more I connect with new people (from a place of genuine service) the more I make.
When you interact someone personally, the likelihood of them becoming a happy customer goes way up.
Honestly, it's been uncanny in my business @filmfreedoms.
The more I connect with new people (from a place of genuine service) the more I make.
