Meredith Oliver

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Make Them Stop Scrolling and Start Buying

March 9, 2016

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It’s no secret that we live in a #SuperFAN culture. In fact, humans are hardwired to connect with and support one another. While this is a reasonably easy concept to understand, it’s a much harder concept to put into practice. How can you make clients, buyers, customers, prospects, and even online followers stop scrolling and start buying? It’s quite simple: treat them like FANS.

The most successful superstars focus on their fans, not on themselves. According to extensive research on the psychology of uber sports fans, there are actually 5 common traits among fans:

  • Identity
  • Self-Esteem
  • Escapism
  • State Change
  • A Sense of Belonging

What does this mean? The bottom line is that your fans feel like they “get” you. They identify with you and what it is you do–and they want to know you get them, too. That is what keeps them invested in your product, your service, in YOU!

Take a look at your social media posts over the last month. What is your focus? If it isn’t your fans, then STOP and reevaluate. Surprise! Your business shouldn’t be about you at all. There are 3 strategies to utilize when shifting your focus from yourself and your business to the fans you want to have purchasing your products and services.

First, you need to create a visual connection with your fans. Authentic images will connect with your audience. Take the time to understand exactly who your fans are. Are they men or women? How old are they? What are their hobbies? What is their lifestage? From there, you can select visuals that not only connect with the content you’re sharing, but also with your fans, and they’ll love knowing you understand them. Where do you find these visuals? Here is a list of my favorite, kick-ass, stock photo sites that don’t suck.

Secondly, create an emotional connection with your fans. What is it that you want people to feel when they see or read about your product or service? Use a wide variety of emotions that will ultimately connect and resonate with your audience. Never forget–humor is an emotion!

Third, create a call-to-action (CTA) connection. A lot of businesses make the mistake of thinking that a single CTA fits everyone, but it doesn’t. Explore your options and be sure that your call to action matches the journey of your fan. While one fan may simply want to find an easy-to-use sign-up for your newsletter, another may want to contact you through a live chat because they are ready to make a buying decision.

No matter who your fans are, it’s important that you make each individual feel like a person, not just one of the masses. It’s when you speak directly to the individual through your own unique style that you’ll really connect with them, making them a fan for life.

Meredith recently presented this topic to the 2016 High Five Conference as a featured break-out session. Check out the slide deck below to learn more about this topic. You can also download her handout for more info.

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If you will be working from home for the next couple of weeks (with your kids home or without), I've got some ideas to share with you. I've been working from a home office for nearly 20 years and 12 of those with my son around on and off because he was in year-round school and tracked out at odd times. This was a live video but the recording is viewable on my FB page: www.facebook.com/MeredithCommunications/ ...

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