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Turn your customers into loyal fans (review of Fanocracy)

free-images-for-copywritingIf it sounds too good to be true, it probably is.

I ignored that adage while registering for a “free” webinar.

When the webinar ended, the spam emails and sales calls started and didn’t stop. I got emails and phone calls from multiple salespeople from the same company.

Irritation replaced my initial appreciation. I took a hard pass when the company invited me to join another webinar, even though the topic was relevant and line-up of speakers was impressive.

It’s too bad because I could’ve been a fan of the company and helped spread the word about their webinars. I may have even bought what they were selling. But now, I’m not a fan.

If you’re giving away content online, lift the gates. Make it truly and completely free. Let us watch your webinars and download your whitepapers, e-books and special reports without first having to turn ourselves into a sales lead.

Fanocracy-HC-3D“Free content with strings attached feels like coercion while great content given away freely attracts loyal fans,” say David Meerman Scott and Reiko Scott, the father-daughter authors of Fanocracy: Turning Fans Into Customers and Customers Into Fans.

“The problem with gating content is many people won’t bother to register for privacy reasons. They don’t want an email or phone call from a salesperson.  Another problem with gated content is there is very little sharing on social media because people don’t want to expose those in their social networks to possible spam.”

Companies that have axed email registrations report that 20 to 50 times more people now download their free content.

“If you want to spread your ideas, free content is the way to go,” say the authors. “We frequently hear from people who say that if you give away your ideas for free via web content, people won’t have a need to buy your products or services. However, many organizations have successfully used this approach.”

If you’re not ready to make this leap of faith, try a hybrid approach. Make a truly free initial offer that contains a secondary follow-up offer that requires registration. Your initial offer will reach more people and generate higher quality leads.

“The hybrid approach generates email addresses from people who have already consumed your initial free content and now want more information about your company and your products and services and are eager to learn more.”

Giving more than you have to is one way to convert customers into avid, loyal and loud fans.

Bringing customers together offline is another fan-building strategy that captures the zeitgeist of our times. The authors say we’re on the cusp of a major cultural shift away from an increasingly polarized, cold, unsocial and algorithm-driven digital world.

“The pendulum has swung too far in the direction of superficial online communications at a time when people are hungry for true human connection. Many people now feel that the promise of online social connection just isn’t for them anymore – the romance is over. We’ve gone too far into manufactured friendship through social media, and something different is coming next. The pendulum is swinging back to genuine, authentic human connection.”

What can your business or organization do to bring like-minded people together in unique places and spaces for special events and activities? If you love what your customers love, they’ll find room in the hearts and wallets to love you too. Book stores have book clubs. Libraries have speakers’ series. Shoe stores have running clubs. Garden centres have classes on how to mix cocktails using herbs. What’s your equivalent?

Hagerty Insurance is one of the company’s showcased in Fanocracy. “Insurance sucks,” admits the CEO. “Nobody wants to buy insurance. It’s not fun.” What is fun for Hagerty’s customers are classic cars. So the company created a free classic car auction tracker app and launched a Hagerty Drivers Club last year. Members get a subscription to the company’s magazine, exclusive discounts, road side service assistance and invites to members-only events.  Hagerty is now the largest classic car insurer, with double-digit compound growth.

“A fanocracy is a culture where fans rule, and that’s what we see emerging in today’s world,” say the authors. “We are moving into an era that prizes people over products. The relationships we build with our customers are more important than the products and services we sell to them.”

I serve as communications manager for McMaster University’s Faculty of Science, live in Hamilton and I’ve reviewed business books for the Hamilton Spectator since 1999. I’m a fan of the Washington Capitals, the New England Patriots, Peter Gabriel and Phoebe Bridgers.

Tell an undeniable story to win support for your impossible idea (review of Story 10x).

I had no clue what the consultants were talking about.

Early in my career, I was on a team that was tasked with carrying out a re-engineering project.

Consultants were brought in to crunch numbers, run reports and help get employees onboard for big sweeping changes in who and how work got done.

The consultants were big believers in burning platforms.

Some employees will resist change and stick with the status quo until the bitter end, said the consultants. By burning down the platform, they’ll be forced to jump. The pain of staying in their comfort zone will be greater than the fear of making a change.

Even though the Deepwater Horizon oil rig disaster wouldn’t happen for another 15 years, this seemed like a horrible analogy and a lousy strategy to pull off a major change.

Burning the platform wound up stoking more anger than fear. Employees saw through the smoke and didn’t jump. In the end, the only ones tossed overboard were the consultants and our project team.

Michael Margolis is not a fan of burning platforms.

Story10x_hardcover-mock-angle3a“As an innovator and change agent, you’re programmed to confront and challenge the status quo,” says Margolis, the author of Story 10X and founder of a strategic messaging firm. “To show people how things are wrong, bad or broken. And what is required to fix it. While you have truth on your side, who likes to be told they are wrong, bad or stupid?

“In fairness, this is just conditioned behavior. We all want to be right, yet, when you learn to tell your story in a manner that goes beyond right / wrong, you can truly move the needle, bend the curve and transform the world.”

If you want us to embrace whatever change you’re selling, make us feel good about going along for the ride. “Feeling good is contagious. You’re more likely to pique curiosity, leaving them intrigued and hungry for more. Yes begets more yes. They’ll see you as an ally around shared interests or needs and they’ll be open to your message rather than closed to it.”

Instead of burning platforms, tell us an undeniable story that’ll inspire us to join you in turning the impossible into the inevitable. “An undeniable story is a strategic narrative that transports your audience into the future – leading them on a journey beyond the world they know to the promised land of possibility. It conveys a new vision, strategy and roadmap so convincingly and compellingly that your audience can’t help but see it, feel it and believe it. They want what you’re selling. Because your idea is a self-evident truth that people can relate to.”

motivation-4330453_1920Margolis says narrative intelligence is as important as cognitive and emotional intelligence. Great leaders are great storytellers. “Business is built on persuasion and persuasion is rooted in story. The very best leaders are well versed in the art and science of story. They make magical things happen with their words.”

The best leaders make their stories personal and show vulnerability. They put their heart at the heart their stories.“If your message is personal to you, you have a much better chance of making it personal to your audience. If you’re emotionally invested in your ideas, your audience will equate that to motivation, resilience and long-term achievement. Let your vulnerabilities be seen and you’re far more likely to engender trust and rapport.”

So if you’re looking to change the world in 2020, Margolis can show you how to share an undeniable story that’ll give us faith in disrupting and innovating our way to a better future.

By day, I’m the communications manager with McMaster University’s Faculty of Science. Hamilton is home and I’ve reviewed business books for the Hamilton Spectator since 1999.