The Power of Fans: Building Your Own Fandom
Fans aren’t just nice to have in business—they’re everything. Think about it: when people are genuinely excited about you, your products, or your services, they’ll go out of their way to spread the word. That’s not just marketing; that’s a movement.
In their book, Fanocracy, David Meerman Scott and Reiko Scott capture the magic of fandom. It’s not about being famous or going viral. It’s about creating real connections—ones that turn fans into customers into customers into fans. They explain how fanocracy is built on shared passions and mutual respect, forming a kind of gravitational pull that keeps people coming back for more.
My top two takeaways from David and Reiko's book are:
1/ Connection Over Transaction- Fanocracy shows that real loyalty comes from genuine human connection, not sales pitches. Fans emerge when people feel valued and part of something bigger. Share your passion, engage authentically, and build relationships—not just customer lists.
2/ Be Generous- Fans stick around when they see you’re giving more than you take. Share value—whether it’s knowledge, experiences, or appreciation—and trust will follow. This builds loyalty and turns fans into advocates. After all, Fanocracy is all about fostering relationships through passion and generosity.
At our law firm, we’ve embraced these principles by building genuine relationships with our clients, sharing valuable insights beyond legal advice, and treating every interaction as an opportunity to create trust and loyalty—because if lawyers can turn clients into fans, then you can too.
So, how do you create this magnetic force? First, start with authenticity. Show people who you really are and let your enthusiasm for what you do shine through. Second, listen to your fans—really listen. What excites them? What challenges do they face? Then, find ways to add value that go beyond transactions.
Protecting this connection is just as important. That means consistency, transparency, and remembering the people who brought you to the dance.
But here’s the real magic: fanocracy doesn’t just build a customer base—it creates a tribe. A thriving, engaged community that benefits everyone involved. Want to dig deeper? Pick up Fanocracy. Trust me, it’s a game-changer.
Mitch Jackson | links