Even as the economy slowly improves, business isn’t getting any easier. The consumer has more choices than ever, and when faced with so many choices every product starts to look the same. In that environment of confusion, they default to a buying decision on the one criteria they can easily understand… price.
That’s what customers do.
But fans are different. Fans are so engaged in your brand that the plethora of new choices doesn’t entice them, nor does the lure of saving a few bucks.
U2 fans didn’t skip the band’s 360-Tour last year and instead go see a cheaper cover band. U2 fans made the 360-Tour, conducted in a severely down economy, the most profitable concert tour in music history.
Bruce Springsteen managed to shatter numerous attendance records, including a crowd of 84,218 at Wrigley Field.
And when the Rolling Stones announce a full tour, you can bet that every show will sell out.
Yes, there are people who will skip the show because they can’t afford a $100+ ticket. But there will be 20,000 or 30,000 people in every city who will scrimp and save and somehow find the extra $100 so that they can see their favorite rock star live in concert.
Those people are fans. And your business needs more fans… and fewer customers.
Customers are shopping for the best price.
Fans are searching for the best experience.
Customers look at shopping like a sport and enjoy comparing prices and grinding people down.
Fans look at shopping like a chore and dread having to compare and grind.
Customers are looking for a salesperson so they can go home with their new bargain.
Fans prefer a friend they can trust to help them maximize their enjoyment.
Customers are loyal… until the store down the street offers a lower price. Then they’re gone.
Fans are engaged in a relationship, and their loyalty transcends a lower price down the street because they value the trust and honesty they’ve found in you.
If your business has customers, good for you. It’s a start. But watch your back. The moment your competitor has a sale, you’ll need to match him. It is a never-ending low-margin cycle. Lather, rinse, repeat. You can either settle into a life of price cutting, or you can begin to turn those customers into fans.
If your brand has fans, you’re rockin’. Give those fans everything you’ve got, like a sweaty and tired Springsteen playing a 3-hour show. Never stop pleasing and delighting your fans. Make it your personal mission to, in the words of Steve Jobs, “make their hearts sing”.
By studying the core strategies of rock stars like Bob Dylan, AC/DC, KISS, The Beatles, Lady Gaga, Eminem, and U2, you can learn how to build an army of dedicated fans instead of just a random collection of bargain-hungry customers. Click here to order Brand Like A Rock Star today and make it happen!