Let’s Fix Work Episode 89:
Ready to jump into the new year with a talk about marketing, sales, and music? Perfect, then you are in for a treat! My guest this week is David Meerman Scott. He is a business performance consultant, entrepreneur and bestselling author of Fanocracy: Turning Fans Into Customers and Customers Into Fans. He co-wrote the book with his daughter, Reiko. In this episode, we talk about his book and what it’s like to work with someone you love as a colleague and peer.
We also explore the art and science behind turning customers and employees into fans. And at one point, our conversation turned to music, art and the Grateful Dead. So if you’re interested in listening to a far-ranging conversation about neuroscience, marketing, sales and music, tune into this episode of Let’s Fix Work.
Oh and if you’re ready to make a real change in your workplace, start today by subscribing to Let’s Fix Work on the Apple Podcasts app, iTunes, Stitcher or wherever you listen to podcasts. If you feel moved to do so, please leave a five star rating and review. Lastly, share the show with a friend, colleague or co-worker who you think would enjoy our episodes. Real change starts with you. Thank you!
In this episode, you’ll hear:
- In this age of social media and networking, hear why David is excited to bring back the idea of real human connection
- All about his book, Fanocracy; including what’s it about, who it’s for and why we should care about fans, anyway
- The neuroscience of fandom and the concept of mirror neurons
- Some prescriptive techniques David and Reiko identified; which you can use to develop fans for your business or brand
- Advice for brands or companies who have lost some fans or are struggling to get fans
- The complicated role of employees as fans
HOW IS HUMAN CONNECTION RELATED TO FANDOM?
David believes the pendulum is swinging back to a true human connection which is really exciting. He explores this concept in his book, Fanocracy. During our conversation David stated the closer you get to someone, the more powerful the human connection becomes. This is why when we become fans of something, we’re part of a group of similar people. We have this amazing relationship with them which can be built. When you get closer to somebody, and you’re speaking the same language, you are part of the same tribe. It’s a really powerful connection.
TELL ME MORE ABOUT DAVID’S BOOK, FANOCRACY. WHO IS IT FOR AND WHAT CAN I EXPECT?
The book is for anybody who wants to grow a business by developing a human connection by growing fans. David and his daughter, Reiko, looked at what’s going on in the world of fandom and provide specific ideas you can apply to grow fans. They looked at the neuroscience of fandom including why people become fans of certain businesses, artists, people, places, and things.
WHAT IS ONE PERSPECTIVE TECHNIQUE I CAN USE TO ATTRACT NEW FANS TO MY BRAND OR BUSINESS?
David’s research shows if you use photographs and video in your marketing that are cropped as if you’re within four feet from somebody, this technique builds a really strong connection with people—through the power of neuroscience. Our brain tells us these people are actually next to us, not virtually next to us. This is why we feel we know movie stars. This is one prescriptive technique you can use to develop fans, David identified out of about 10.
SOME THOUGHTFUL ADVICE FROM DAVID ON RETAINING AND GROWING A FANBASE:
Transparency, honesty, and a true interest in the people you’re trying to reach are incredibly powerful. There are a lot of companies out there who don’t really follow these prescriptions. Some organizations simply don’t tell the truth and it’s a sad situation. The idea of being honest, transparent, and truthful is really important. Also, practice the idea that once your product or service is out there in the world, you no longer own it. Thinking of it as being owned by the fans can be a really interesting way to let go.
Resources from this episode: