Want to be great? Learn to surprise audiences on a regular schedule.
The loyalty of fans goes a long way. I will, however, support artists and brands that have earned my trust over time. I do not think twice before paying for a Sam Mendes film, a Black Keys album, or a Legend of Zelda video game. Over the years, these names have consistently won my affection. But I didn’t pay for them at first. I saw my first Sam Mendes film in a class, heard my first Black Keys song in my brother’s car, and played my first Zelda game in a friend’s basement. Their talent and quality converted me alone. I became a loyal fan for life. The idea of curating loyal fans is not new or revolutionary. Brands as strong as Apple, In-N-Out Burger, and Pixar learned this very early on.
Creating brilliant products is not enough. The challenge is to convert freeloading bystanders into fans willing to pay. The trick is to acknowledge that fans won’t pay for you until you earn their trust. Therefore, the most effective way to develop a following early on is to share your work far and wide for free. Give great content away and audiences will thank you for it. When you have enough fans to scale your brand, start monetizing. Watch the loyalty role in.
The key to success on the horizon rests firmly in quality content. No shortcuts anymore, only good ideas. Your work can pierce the noise with a strong and honest idea at its heart. If you are good enough, people will love and promote you for it. Focus all your money and attention on producing quality work.
As for marketing your content? Inspire true fans to do that for you. Be wary of spending a lot of money on marketing in this climate – the people may assume you are polishing a turd.
Successful performers form an intimate relationship with their audience. Like building trust with a friend, an entertainer must build rapport and loyalty with his or her fans. Something as big as inviting a fan to guest star or as small as retweeting a post can win you a fan for life. Even little acknowledgements can make a person’s day. Invite fans to be a part of what you’re trying to accomplish. Encourage them to join the conversation – and be sure to respond. Never be too proud to ask your audience questions, for feedback, or to help you out. Encourage a two-way street between you and them – and hold up your end of the bargain.
Unlike Netflix’s Reed Hastings, Steve Jobs never hid behind the veil of a press release or blog post. He stood on stage, fielded questions without fear, and put on a live show. I am convinced Apple succeeded on the foundations of its audience’s oohs and aahs at these keynote events. I am convinced Apple advanced forward because Steve Jobs knew how to put on a show. The collective power of audience intrigue spreads like a virus, and that intrigue can only be fostered in person and en masse.
If you want to build a brand, learn to overcome stage fright and put on a great show. This goes for anyone trying to make an impression on the market or on the world. You must show your face to the crowd.
Side note: one of the best live performances I’ve ever seen in person happens every Sunday night in Santa Monica. If you haven’t already, all Angelinos you must check out The Toledo Show – a “Cabaret Funk” band that performs every Sunday night 9pm at the classic Harvelle’s. $10 cover, two-part set until around 1am, totally worth every minute. The new definition of “cool.” Thank you, Adam Speas, for introducing it to me.