Why you must target Superfans

Targeting superfans means you focus on who matters most to your brand AND who you're brand matters most to.

It pains me to use a marketing cliche, but I must...

If you target everyone, you'll be targeting no one.

It sounds like brands that say:

"It's a lifestyle".

Although they cannot tell you what the lifestyle is. Or...

"We make clothing for everyone".

And I've heard all the objections:

"I don't want to limit my sales".

"I couldn't even pick one person!".

"What if they don't care?"

Here's the thing:

Niching your marketing to a hyper focused target audience ensures one thing...

Superfans.

And superfans, of all types of customers, are the ones that matter the most to you.

Technically speaking, their checkout cart is higher value than most.

In other words, they pay the bills and keep you going!

And the best part is that they're not only the ones that matter the most to your brand. They're also who your brand matters the most to!

Superfans can't get enough of talking about you to anyone they can!

Because if you care about a very specific type of customer all that you put out on Instagram, that very specific type of customer will feel obligated to care about you.

See if this helps:

There are a few things I do with every streetwear brand to help them turn their Instagram page into superfans.

Step one: I start with the question "who is the one person that best embodies your brand?". They must know who their superfan wants to be and how their sw brand stands to transform them before they can start attracting superfans.

Step two: Then we uncover what is it about that person that best represents their brand. This step manifests itself in the form a one-sentence Big Idea. A Big Idea should answer "what's the lifestyle behind your clothing?".

Step three: Superfans buy the brand and not the product, so we refer to their Big Idea from step two to market the brand lifestyle relentlessly.

Step four: is getting them off the Gram. Superfans are just loyal customers in community, and there is no better place to strengthen community than the real world. A real-world activity on brand with their lifestyle will do the trick :).

Complete these four steps well and you'll be the obvious choice, separating you from the 1000s of other brands selling high-quality and well designed garments.

And by obvious choice I mean a brand who attracts superfan customers who are:

• repeat buyers
• willing to sacrifice
• your biggest advocates

When they're saying "you're the brand I've always wanted", you've done your job.

Truly,

Elijah