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I gave this presentation at the Freelancers 101 Meetup, hosted by kleverdog coworking and at my Skillshare class at Blankspaces in Los Angeles. Enjoy! WeAreBIGFiSH.com
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Become a BIGFiSH Online �HOW TO BUILD A FOLLOWING & FIND LIFETIME CUSTOMERS
How do you become a BIGFiSH online?�
INVENT A NICHE BUILD A FOLLOWING FIND LIFETIME CUSTOMERS
INVENT A NICHE BUILD A FOLLOWING FIND LIFETIME CUSTOMERS
1. �
INVENT A NICHE BUILD A FOLLOWING FIND LIFETIME CUSTOMERS
BEFORE YOU CAN INVENT A NICHE, YOU NEED A STORY.
Your brand is only as good as the story people tell about you.
- What story do you want people to tell?!
- [CALL ON SOMEONE.]!
- (This may seem easy… ʻIʼm a designer, so I want people to say that Emma is the best damn designer in Los Angeles.ʼ BUT that doesnʼt set Emma apart nor tell how she is benefiting her customers.)!- !
So, what’s your story?
- What story do you want people to tell?!
- [CALL ON SOMEONE.]!
- (This may seem easy… ʻIʼm a designer, so I want people to say that Emma is the best damn designer in Los Angeles.ʼ BUT that doesnʼt set Emma apart nor tell how she is benefiting her customers.)!- !
HERE IS ONE THING YOU CAN DO TO CRAFT YOUR STORY & INVENT YOUR NICHE.
GETOUT�of the business you think you’re in ! �
(What does that mean?!) Let’s look at an example.
- quote from Baked In!
The case of �the pen… �
Are they just selling pens? What’s the actual business?
Self-expression�
They give people a way to express themselves. (That’s invaluable!)
People don’t buy what you’re selling—they buy why you’re selling.
-Simon Sinek
People don’t buy what you’re selling—they buy why you’re selling.
-Simon Sinek
Think about why you’re selling, and create a story that reflects your “why.”
Now that you know your story (and are on your way to inventing your own niche)…
- What story do you want people to tell?!
- [CALL ON SOMEONE.]!
- (This may seem easy… ʻIʼm a designer, so I want people to say that Emma is the best damn designer in Los Angeles.ʼ BUT that doesnʼt set Emma apart nor tell how she is benefiting her customers.)!- !
HOW DO YOU COMMUNICATE YOUR STORY TO PEOPLE?
1. Don’t focus on the service you’re providing (car insurance); focus on the the relief you’re providing (peace of mind while you drive).
2. Include a metric in your pitch or mission statement. “At 100 Urban Entrepreneurs, we want to help 100 young entrepreneurs start a business this year.”
100UrbanEntrpreneurs.org!
3. Wow your customers. Provide an unforgettable experience. (Pictured: satisfied customers from Nightmares Fear Factory haunted house)
4. Give them places to share their (your) story.
This can also be in the form of customer testimonials on your site.
INVENT A NICHE BUILD A FOLLOWING FIND LIFETIME CUSTOMERS
SUMMARY�
= 1. Craft your unique story 2. Communicate it to customers 3. Create places online for you and
your customers to tell your story
INVENT A NICHE BUILD A FOLLOWING FIND LIFETIME CUSTOMERS
2. �
One word: Content.*�
*Create it on a regular, ongoing basis.�
FUNNY�Content can be…�
INSPIRATIONAL�
INFORMATIVE �
The more emotions you address, the better. TED Talks hit all three.�
WRITING �
1. Create content using your weapon of choice.�
infographics�
video� podcast �
micoblogging�
CUSTOMER TESTIMONIALS�INTERVIEWS�
Are you a strong writer? Great photographer? Irresistible on camera?
Pick a content medium where you can do well & dominate.�
PHOTOS�
slideshow presentation�
2. Distribute your content.
1. On your sites & networks
2. On other people’s sites & networks �
Now that you create & distribute content (that tells your unique story)
HOW ELSE CAN YOU GROW YOUR FOLLOWING?
Four words: Grow your email list.�
1. Make it easy and irresistible for people to join.�
Place the opt-in box above the fold on your site, and offer your subscribers an irresistible piece of content as a gift for joining.�
themiddlefingerproject.org!
escapefromcubiclenation.com!
timothysykes.com! myprtools.com!
2. Guest blog & take full advantage of the opportunity.�Link certain keywords in the guest post to your blog
(like Carmen Sognonvi did with “free local business tips”).�
Create a custom landing page for readers from the other blog.�
carmensognonvi.com!
3. Hold a creative giveaway or contest and promote across social media.
4. When you attend conferences, mixers, etc. ask people if you can add them to your list.
5. Encourage readers to forward to friends.
INVENT A NICHE BUILD A FOLLOWING FIND LIFETIME CUSTOMERS
SUMMARY�1. Create content that reflects your unique niche 2. Distribute it across all networks 3. Grow your email list by creating easy and fun ways to join
INVENT A NICHE BUILD A FOLLOWING FIND LIFETIME CUSTOMERS
3. �
Through inventing your niche and building a following, you will find customers.
To turn those into lifetime customers, you need to constantly
offer them something new.
How do you find something new to offer them? THINK LIKE APPLE.
The case of �& the MP3 player �“The early MP3 manufacturers all thought
[the music] stopped at the edges of the device…” - quote from Baked In!
Apple created a new music marketplace (iTunes), and continue to create new products & services to keep the music going.
What new services or products can you invent to keep customers buying your brand again and again?
“Please don’t stop the music”
Think of new ways to keep your “music” going.
INVENT A NICHE BUILD A FOLLOWING FIND LIFETIME CUSTOMERS
SUMMARY�
1. Look at your unique niche 2. Listen to your following 3. Offer new products & services to
keep your customers buying from you again and again
=
INVENT A NICHE BUILD A FOLLOWING FIND LIFETIME CUSTOMERS
“How can I �
become a BIGFiSH online?”�
So, if someone asks you:
Show them this presentation… �
INVENT A NICHE BUILD A FOLLOWING FIND LIFETIME CUSTOMERS
INVENT A NICHE BUILD A FOLLOWING FIND LIFETIME CUSTOMERS
“And that’s how you �
become a BIGFiSH online.”�
…and then say this to seal the deal.
we ar
e B GFiSH�Brought to you by @danielleleslie Founder of WeAreBIGFiSH.com [email protected] youtube.com/theDanielleLeslie
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A special shoutout to the photographers, designers, artists who created the photos and images I used to make the preso pretty.
Big Fish: http://www.flickr.com/photos/21491133@N02/3782653399/in/photostream!
Light bulb: http://lonelyconservative.com/wp-content/uploads/2011/03/light-bulb.jpg!
Crowd: http://seayouthsayso.com/img/crowd1.jpg!
Elderly woman: http://www.nevertoolate.org/images/lifelong_friends.jpg!
Thinking in black and white: http://www.flickr.com/photos/peepboon/4437160354!
Pen: http://www.notebook-battery.us/digital-usb-mini-pen-camcorder.htm!
Pen with open book: http://www.flickr.com/photos/atibens/4541537196/sizes/z/in/photostream!
Wedding dress: http://www.flickr.com/photos/22652865@N03/2895111676/sizes/z/in/photostream!
Flames: http://www.flickr.com/photos/ruse76/3888896565/sizes/m/in/photostream!
Give it a way: http://www.flickr.com/photos/elvisbenicio/5953583223/sizes/m/in/photostream!
iPod: http://static.howstuffworks.com/gif/ipod-touch-a.jpghttp://static.howstuffworks.com/gif/ipod-touch-a.jpg!
100UE: http://100urbanentrepreneurs.org!
Nightmares Fear Factory: http://www.funnyordie.com/slideshows/51430f4b14/pictures-of-people-freaking-the-f-
out-at-a-haunted-house!
Nightmares: http://nightmaresfearfactory.com!
Rage faces: http://acidcow.com/pics/15095-the-complet-collection-of-rage-faces-10-pics.html!
Distribute guy: http://www.christianparty.org.uk/EuropeanElection09/images/Fotolia_9747346_XS.jpg!
Email icon: http://techteachtoo.com/wp-content/uploads/2010/07/emailicon.jpg!
Apple: http://www.ecardmedia.eu/data/media/22/Small_Apple_Logo_And_Big.jpg!
Concert: http://www.flickr.com/photos/goincase/2720494170/sizes/z/in/photostream!
Rihanna: http://thedirtybush.wordpress.com/2010/12/04/review-rihanna-loud!
I wasn’t kidding. �
@danielleleslie WeAreBIGFiSH.com youtube.com/theDanielleLeslie [email protected]
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