Here’s How NOT To Build Fans
David Meerman Scott
Author of 12 books including NEW RULES OF MARKETING & PR and WSJ bestseller FANOCRACY | marketing & business growth speaker | advisor to emerging companies
Doing what everybody else does won’t build fans. Being like the other guy but faster, cheaper, shinier won’t build fans.
Sometimes, however, you need to point out how you are different and that can be a way to build fans.
Mountain Gazette?is my new favorite magazine. Each issue is a huge 11”x17”, like a coffee table book. The long-form articles are unusual and smart and the photography stunning. It’s independently owned and the small team digs producing a magazine celebrating the mountains they love. Founded in 1966 and revived in 2020 for a modern era,?Mountain Gazette?is the original outdoor magazine.
Mountain Gazette?is clever about how they build fans.
Here’s a recent page on their website:?
5 Reasons NOT to Try Mountain Gazette
Number 2. You judge the quality of a mountain town by its film festival.
Celebrities and influencers know: a mountain town is only as good as its film festival. The lesser known, the better. Or, maybe its the better known, the better. You'd know better than we would.?
We judge a mountain town by its storytellers, its hospitality, the heritage of local businesses, the knowledge tucked away in the minds of its local community, and the character of its people.
Check out the other 4 Reasons NOT to Try?Mountain Gazette?here.
Sometimes, saying what you are not by way of comparison works. But it needs to be true.
Disclosure: I love Mountain Gazette so much that I am doing some informal advisory work with owner?Mike Rogge, and I am working on an article for an upcoming issue.
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2 年Great share, David Meerman Scott
I help consultants, real estate agents and salespeople showcase their expertise, grow their reach, and lead their markets with innovative technology. DM me to check it out | WSJ Bestselling Author
2 年This is very interesting, David! Mountain Gazette has a very clear voice, highlighting the strength of its brand. Other brands should take inspiration from what it’s doing.
Partner at Leading Financial Services Marketing Agency | Driving B2B Success | Lung Cancer Survivor & Advocate
2 年Inspired by Mountain Gazette's ?? contrarian approach David Meerman Scott an insightful post and POV that is quite useful in today's noise, crowded world.
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2 年David, I don't see a link to read the other 4 reasons. Help?
Designing ways to bring customers to a businesses digital doorway..
2 年Funny you say this David I have been banging on for a while to my clients about their point of difference, exploring and promoting their niche. I am also a believer that if you do what everybody else does, then how can you stand out? In my opinion, this is not only true for the positioning and communications for any business but also the very tactics and channels used to reach their audiences. It’s no longer cutting edge or novel when everybody is doing it, using it. So doing what everybody else does won’t win fans or new business..