Find, and Nurture, Your Biggest Supporters
Followers, subscribers, customers..
It’s easy to just look at the numbers. How many likes? How many email subscribers? How many purchases?
But as entrepreneurs, we have to remember that there are people behind all that data. People who are looking to us to be a leader, to give advice, and to care. They are looking for trustworthy tools and resources, and for someone to help them to achieve their goals. In this dog-eat-dog world, these are the people who are looking for someone who they can trust, and who they know have their best interests in mind.
These are the people, if you connect with them in the right way, who will become Superfans.
The Magical Moments that Turn Your Followers Into Fans
Followers may “like” an Instagram post. Customers may buy a product. But superfans will be your biggest supporters. They will promote you and your products because they know you have made a difference in their lives. They will tell their friends. They will send you encouraging emails. They will connect with you and your other fans.
Your very own superfans will join you not because of a single, huge magical moment, but because of many smaller magical moments.
Whether you’re a shy YouTuber just starting out, or the leader of a Fortune 500 company, your superfans are out there waiting for you to connect with them. You just need to create that journey, to pave the yellow-brick road that will guide them surely and steadily to superfandom.
You don’t need to change the entire world to build a successful business; you just need to change someone’s world.
Superfans will help you do just that.
I wrote this book to help other entrepreneurs learn how a smaller, more loyal audience is better than a larger, disengaged one.
I remember back in 2009, when I was starting my business, I came across an essay called “1,000 True Fans” written by Kevin Kelly, senior editor at Wired. This masterpiece, which is still just as useful today as it was back then, was vital in helping me understand how achievable real, life-changing success actually was, and why I wasn’t crazy for wanting to build a business in a super small niche.
I realized I didn’t have to become a celebrity or a best-seller in order to have a successful business. All I needed was 1,000 true fans. I could do that! Or at least it seemed less daunting than becoming a superstar.
The Pyramid of Fandom
In this book I’ll show you how to take steps to turn your casual audience into superfans. The first three sections of the book focus on one of the four levels of what I call the Pyramid of Fandom:
Part 1: I’ll teach you how to convert casual audience members into active audience members.
Part 2: You’ll learn strategies to captivate your active audience members and convert them into participants in a more engaged, connected community.
Part 3: We’ll cover how people in your connected community turn into superfans. This is where we start to focus on creating those extra-special moments, ones that create novelty, defy expectations, and break the mold.
Part 4: We’ll discuss the darker side of superfandom. These chapters are not meant to scare you, but rather to give you a glimpse of some of the dangers that can arise when you raise your profile and people become really invested in you.