For Coaches, Mentors, Influencers and Corporate Heavyweights: How to Attract Superfans circa 2021

The Noise. 

Everyone is making noise talking about how to break through the noise. 

How do you get the attention of new Superfans, and keep it long enough to seduce them? 

Do not overcomplicate it.

The answer is not to create more noisy content that says NOTHING about them in 3 seconds or less.

Create something short that mirrors back to your Superfan what they are looking for in coaches, mentors leaders - like, shared values, perhaps?

We already know works, based on the way our brains work, and based on the way  algorithms and ads work.

This is the answer:

Video: Moving images are, for your brain, like that fluffy twitchy squirrel's tail is to your dog’s. 

Values: Emotional stories about values in 60 seconds or less. Maybe 30. Yes 15 (because, IG Reels) All three for sure. 

Volume and Velocity that builds the consistency the social platforms crave:  This is how you literally rise above the noise - you flood your desired platform over a testable period of time with consistent videos.

This is easier than you think, now that AI is on the scene for distribution Social media at @Latelyai. Even better, there are some real nice humans running the show over there.

Running ads is the other way to distribute frequently with consistency. Just ask @andrew Byrne or @Jenn Possick. 

Pretend you are your ideal client. You have never heard of you. (I know this is a bit meta but you can do it)

What are the conditions for you to notice you? 

1. People who are ready to take action have thoughts running on or just below the surface. This is tied to desires and values.
2. If they see an image and word combination that triggers that desire or value, they will pause and click. 
3. Some desires and values are more trigger-happy than others. Sexuality and fear are the two most overused examples. Be careful with those.
4.  If they click instantly into a story from you that resonates, a glimmer of trust and hope forms before their conscious brain even realizes it.
5. If they see similar videos a few times over a few hours or days, the trust grows and they move into a journey with you. Or, more to the point, into your funnel. 

The blanket advice among the bro-marketers seems to be - just point the phone at your face and keep talking. Show your face as much as possible. 

And yes it is exciting to make millions off cheap video content like that. Woo hoo. 

I think it is a missed opportunity to rely on cheap talking head video.

With the tidal wave of influencers, coaches and thought leaders flooding online, there is room for real differentiation, building a deep brand that sticks, rather than a wide one that churns and costs thousands at the top. 

But that’s another story. I can’t prove it so maybe I’m wrong. Ask me later. 

Back to you attracting new Superfans in a good kind of sticky way.

For new people who don’t know you,  you need to give them a reason to care about your face, first. 

And for that you need Video, Values, Volume and Velocity. (See above)

Rinse and repeat. 

Interested in what the content of this kind of video looks like? 

See some examples and download my 4 Keys to Brilliant Superfan Magnet Videos here.