March 30, 2020
HOW TO GAIN 1000 TRUE FANS – Kevin Kelly on London Real

HOW TO GAIN 1000 TRUE FANS – Kevin Kelly on London Real


the thousand True fans article yeah, a Pretty amazing piece of work. I’ve quoted it so many times so many people on this show. It’s not even funny [when] did you write [that] and did you have any idea how it was going to you know? Reverberate around the world. It’s not a long piece [no] it’s not and so [actually] I had been talking [about] it for a couple of years before that I was just sort of Playing out the math in arithmetic. Which is mostly all it is it’s just kind of a exploration of the math and You know I mean I was I would when I would meet [people] from the music industry I would kind of in court inquire to them about some of the independent Artists trying to see if there was any evidence for this idea and so after a couple of years I decided that I Didn’t have enough answers or evidence and so I would just write it up basically asking people if they had any ideas and this and Part of this was also trying to suggest ways in which those would be funded because this was long before Kickstarter and I was trying to also research to see whether there was you know economic or funding models that would work for somebody and so I Finally kind of just decided I was going to do is when I put out saying basically Does anybody know anybody who’s actually doing this and how are they doing it? And that [was] the impetus to write it down And then I did a couple follow-ups because I heard back from people who? Knew people who were doing or trying it and and people who are trying to start these funding sites to to make that happen so it was several [years] in gestation and no I had no, no clue that that it was Going to you know work That that’s true for anybody who does anything kind of like on a long-term basis like a radio show or music. It’s like You can never really guess which one of your creations. Will hit it. Just makes those you know You can’t artists have the same thing [they] [write] song after song and then suddenly one is like. Oh my gosh your jeans it’s like I’ve been writing songs for 20 years where have you been you know whatever and and and even even Movies are the same thing. I mean I would say if there was a person who had this unique Magical genie like ability to actually point to the ones that we’re going to succeed you’d be a billionaire Because hollywood they don’t know which ones are going to work book publishers Don’t know which books are going to Write take off creating you have to just kind of keep on doing it again and again and again again [and] for people that haven’t Read the article if you had to summarize it in like in three quick points What would you say is the thousands of fans and also? Do you have anything to add to it years so the basic thing is a very simple premise, which is that? Technology allows us to have someone who’s a creator and that could be a writer a filmmaker or music musician a sculptor photographer Anybody who’s creating something that allows the technology allows us to actually interact with our customers directly in the past you needed you know [you’d] sell a book and the book sell there would be a publisher and a bookseller and someone to Buy your book, but you’d have no connection as the author with that person but now you can sell a book even if you don’t sell them directly you can have a they can have the email they can contact you an ongoing basis and so the Premise is simply that if you have that kind of ability to connect with your audience directly and you don’t have all these other people involved with publishers and and music studios and everybody if you’re actually creating and dealing directly with them that the numbers that you need to actually get a living or very small and I call those people That they’re going [to] be most valuable to you true fans because the true fans are fans that will purchase anything that you produce in Anywhere on all the varieties all the different editions all the different venues. Whatever it is anything you do they’re going to Support you in it if you have a you don’t need very many of those Kinds of people and I by my calculation for a single creator you need about a thousand If you can produce a hundred dollars worth of goods year than [100] times [1000] is [$100,000] that’s a living okay, and so that’s the basic idea now you have to adjust that by lots of different things because you have expenses you have to subtract if you have more than one person as a duo you have to multiply it by two and The important thing though is that that number is [actually] not critical is the order of magnitude. It says you don’t need a million fans To make a living if you have direct contact with them you don’t need even a hundred thousand You need in the thousands and [the] second thing [about] that that [I] would say is is [that] that’s not for everybody because There’s a lot of work involved in dealing with your fans There’s a lot of work in connecting with them and servicing directly and not everybody wants that some authors or artists they don’t want to become a social media guy or a person or a girl they want they want to paint in their studio and So for them they [need] to have somebody involved so you have to add a layer And you have to adjust those numbers in some capacity [so] it’s not for everybody But it’s a possibility and even if you have help you’re still in that order of magnitude What have I learned since then? I Think [there] still is still a it’s a viable Goal is still a tough? it’s a tough way to I mean it still it still takes a lot of work to get there without the help of People from outside you’re kind of a good example of somebody who’s doing that Most of the people started doing it came from the Hollywood studios or the music labels Or book publishers and then decided to take their kind of existing audience and let go of it and go to it directly There’s fewer people who rise from the [bottom], but there are enough now That I know for certain if this works You know hugh howey who’s a science fiction author? started with Amazon Kindle and he became a best-selling author and he still hasn’t he has people publishing this book, but he’s still basically a true fan thousand True, fan Person from from the beginning he still starts by selling his stuff to the customers directly first And so [they’re] there there are people who who can enough examples and all the different you that we know this is possible [right], and I think what we need is [board] Role models people to To kind of become known as well. They they’re doing it this way and [I] think one of the biggest points that article is that by focusing on those 1,000 true fans you’ll find that message that resonates Right as opposed to trying to please a million people, and then if you can resonate with those thousands and that will scale, right? Right [right], and yeah, it’s something we think about around here all the time You know we haven’t it funny enough in academy. That’s at around a thousand right now So you know we [just] constantly service those people and yes? It’s [XSJ] very difficult we have to deal [with] people you have to keep them happy But it also keeps you on that cutting edge. That’s not knowing Yeah, we’re absolutely right that that drug contact makes you honest and makes you really focus on delivering value Versus just kind of going through the motion continue watching this fascinating conversation For free by [clicking] on the link below to visit our website learn from the best minds in the world and connect with a community Of passionate people building the best versions of themselves, just [click] on the link below and I’ll see you on the inside

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