As we continue through the Superfan Series, we unlock what it means to be S.U.P.E.R. for your business. Brittany Hodak is Experience.com’s resident expert on all things superfans, and her fail-proof strategy is incredibly useful for brands and professionals to transform passive users into raving fans.
In the previous videos, we learned how to start with your story and understand your customer’s story. We also learned that superfans are found at the intersection of your story and your customer’s story. Now that you’ve mastered storytelling, it’s time to go to the next level.
In this guide, we’re talking about the third step in the S.U.P.E.R. system—personalize and connect. How do you personalize your customer experience to connect with each customer? The answer might be simpler than you think.
Understanding the Platinum Rule
First, the foundational key when connecting with customers is to learn the platinum rule. This term is coined in The Platinum Rule by Tony Alessandra. Though we often hear about the Golden Rule (“Treat others the way they want to be treated”), sometimes the Platinum Rule is a better fit for business and sales.
What is the Platinum Rule? It’s simple: “Treat others the way they want to be treated.” Though professionals often take a one-size-fits-all approach to connecting with customers, this doesn’t always work. In reality, everyone has different preferences and stories. How do you know what your customers actually want? Ask! Aside from actively listening to your customers, don’t be afraid to send surveys and constantly look for new ways to connect.
For example, if you’re a real estate agent, you might discover some of your customers like to talk over the phone while others only like to communicate via text. This is one of the many ways you can personalize the experience. By reducing the friction and making the process more enjoyable, they’ll want to come back again. Better yet, they’re more likely to refer you within their own circle.
Build Relationships Through Value and Interactions
Next, how do you actually reach out and build those relationships? Keeping the Platinum Rule in Mind, you can connect with customers through multiple channels and marketing platforms:
- Social media
- Email newsletter
- Your website or blog
- Your branding and design
- Text message
For many brands and professionals, one of the most important tools is social media. There’s no secret formula to building relationships through this platform. In fact, the secret is in the name itself (“social” and :media”).
By being social, you spend the majority of your time in the comments, responding to DMs, and networking with your community. It’s always better to have 1000 engaged fans than 1 million disengaged followers. Too many professionals and brands “post and ghost” on their pages. Instead, simply become a part of the community by staying connected and being authentic.
In addition, your social media (and the entirety of your online presence) should be curated with both pillar and filler content. Pillar content is any thought leadership that aligns with your brand, like your story, how-to guides, and so on. Filler content refers to posts and links from other sources, like relevant blogs and industry guides.
Above all, you should only post or share when you have something to display that gives your audience greater value. As long as you offer value and engagement, you’re using social media and other marketing tools in the best way possible.
Grow Your Connections (and Superfans!)
Ultimately, you’ll get far if you understand the importance of treating others the way they want to be treated. It’s easy to forget what it’s like to be a customer or a client yourself. Instead of making decisions on behalf of your clients, ask how they feel. Above all, everyone wants to feel heard and understood.
To take these ideas to the next level, be sure to download the Superfan Playbook. From there, continue to the next step of the Superfan Series and learn about the letter E in the S.U.P.E.R. system. How do you exceed expectations to keep your customers coming back?Access Superfan Series