Wouldn’t it be great to have fan loyalty like R&B artists? Fans who will share your content, say wonderful things about you and buy whatever you sell.
Old school R&B superstars like Jagged Edge and Avant have huge fan bases who are loyal, and let’s be honest, a little crazy (even though they are mostly well into their 30s.)
These artists aren’t in heavy rotation on the local radio stations or highly promoted by their record labels like Beyonce’ or Trey Songs, yet they continue to tour the world and perform for sold-out crowds.
Fans of these R&B crooners (myself included) will support nearly everything they do … buy every album, go to their concerts, answer trivia questions on social media, etc.
Hey, I flew from Cleveland to Atlanta for a Jagged Edge/Avant concert, sat outside for hours in 90 degree-heat and spent several hours in bumper-to-bumper traffic leaving the show.
But guess what, it was all worth it because I got a chance to talk to my favorite member of Jagged Edge, Brian Casey.
Ok, back to the wonderful world of fan loyalty.
So wouldn’t it be amazing if your customers were just as loyal? Spreading your content, saying great things about your products and services and recommending you every chance they get …
What’s the Secret?
Before I spill the tea, let me tell you that it’s not just about the talent or music. Sure talent and great songs have played a major role in the success of R&B artists like Avant and Jagged Edge, but real fan loyalty is inspired by much more.
So what makes the fans of these R&B crooners so fanatic after all these years? Quite simply, they identify with these artists.
For example, Jagged Edge is a rough-around-the-edges, Timberland-wearing male group from Atlanta that sings love songs. When they hit the radio, their persona was much different from suit-wearing likes of New Edition.
We appreciated them then because we could relate to their experiences (not many folks walking the streets with glittery suits on like New Edition) and now we continue to listen because their music has created memories for us – our first dance, kiss, etc.
Show customers that you’re relatable by letting your human side shine through. I know what you’re thinking … easier said than done. But actually it’s easier than you think.
First, stop using words like “cutting-edge,” “best-of-breed,” “mission-critical,” etc. People buy from people and words like these sound robotic and unnatural. Be likeable by conversing with your customers without all the buzzwords.
Be the Solution
Second, find out the problems your audience face and offer solutions. Now, you can’t and won’t be the solution for everyone, that’s why it’s important to identify your audience. Solve problems for those who want and need your help.
Back Up Your *Ish
Lastly, and this is a big one – back up your *ish with damn good customer service. Ever hear you should never “make promises you can’t keep?” Try to always keep your word with customers. We understand things come up, but your word is your brand – and if customers can’t rely on your word, then how can they trust the quality of your products or services?
What’s the Word: We all wish we could reach celebrity status when it comes to fan loyalty. While we all can’t be R&B artists, by following these steps, we can build irresistible, memorable brands that our audiences will love and trust for years to come.