If you read my previous blog post, Building Super Fans Preface: You Have ONE Job, then you know building a fulfilling music career can be simple as hell. But only if you prioritize your energies.
Sure, there are a million rabbits to chase, insane tactics to study, concepts to learn, but none of them mean shit without this fundamental idea.
If you didn’t read it, here it is restated:
If you don’t treat your fans like royalty, you’ll be practicing the smartest, newest tactics in an empty auditorium. No body will be there to care.
Alright, so we’re cool with that concept?
Now, let me take this one step deeper by sharing a powerful vision of how to look at your fanbase.
First, understand that all your fans are on a journey through your world and not all fans are at the same stage in that journey.
From least dedicated to most dedicated, think of your fan’s journey as being divided into three phases:
Passively Interested
These fans know who you are, they may follow you, though they may not interact with everything you post. They don’t come to your shows, they don’t stream your music. When you don’t post, they don’t miss you. When you do post or share news, it’ll require a bit of hubbub to get them to take any action.
But, don’t write them off! They may only be passively interested, but they are on the fan journey, and that’s a start!
Engaged
These are the fans whose social handles you probably recognize. They regularly like your better posts, they may have attended a show, they’re watching your new videos, streaming your new music, and pre-saving your tracks. They may be on your mailing list (and actually open most of your emails), and they may tell their friends about you.
These fans may not be contributing much to your financial bottom line, but be sure to love on them like crazy because they are only one step away from the next and final tier…
Committed
Ah, yes! The committed fans (aka super fans), the people that make your career possible by adding to your bottom line. They are the people who support you on Patreon, buy your merch online, purchase the VIP tickets, evangelize your message, and give you the positive feedback you need to keep going.
These people will comprise less than 20% of your fanbase, but they’ll provide you with 80% of your financial and emotional support. Do everything in your power to support them back.
Understanding that all your fans are at one of these phases in this journey is critical. What’s even more critical is knowing that their position is fluid. That means they can move up and down, depending on your actions.
So, we come to the crux of this discussion: your job is to move your fans to the next highest step in the journey with the ultimate goal of having them end up as a super fans.
Just knowing this framework is so valuable, but even more valuable is knowing how to move them up a rung, which is what we’ll be covering the next time we chat.
Until then, treat all your fans with the care they deserve. Remember that they could be supporting a thousand other artists, but they chose you. Respond thoughtfully and genuinely to every comment. Write your mailing list emails with empathy. Show them how much you appreciate them.
If you do, you’ll be on your way to the career you’ve always dreamed of, the one you deserve.
In solidarity,
// James
