Most companies sell. Few create fans.
With my book The Fandom Playbook coming on October 27, I’ve been delivering talks on fandom marketing. A few weeks ago I was at the HubSpot Unbound conference and this week at IMPACT’s Endless Customers Live event.
Prior to jumping up on stage, the most common question I get is something like: What’s the difference between a customer and a fan?
The distinction is the difference between a business that grinds for every transaction and one that grows because people love what they do and how they do it.
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A customer buys once and will happily leave you for a lower cost competitor.
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A fan buys again and again.
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A fan advocates on your behalf.
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A fan defends you against critics.
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A fan forgives you when you stumble.
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A fan and becomes part of your story.
Fandom marketing
It might be tempting to assume that building this kind of devoted community is reserved for global superstars, massive brands, or flashy creative fields.
However, I’ve learned that fandom is for everyone. Fandom is for you.
Fandom marketing is a business strategy that prioritizes creating genuine fans over simply acquiring customers.
Whether you sell to businesses or individuals, offer services or products, operate locally or globally, the ingredients for fandom are the same. When you build real connections, invite participation, and give people a sense of belonging, you transform buyers into advocates, and advocates into fans for years to come.
More on The Fandom Playbook here.
Photo: Shot by David Meerman Scott from the stage at EC Live.
