I love this time of year – I really love Christmas.
And there’s always the last minute disagreement with yourself – do you hustle or do you reflect?
It’s the end of the year, some businesses close for the holidays. Some don’t.
And even today, I had two one to one mentoring clients talk to me in a bit of a panic – should they do a sale over Christmas, should they close, do a festive email campaign or what?
So like I said to them, I want to say to you.
Lets press pause and ask yourself this question:
👉 “Am I building a business that people just buys from… or one they’d rave about?”
Because here’s the thing – transactional customers come and go. But fans? They stick. They share. They cheer you on like you’re their favourite band on tour.
I’ll never forget when Achiever Club member and Life and Business Coach Patrick Mercie posted on his socials on New Years Day 2022 that his goal for 2023 was to Own his Difference…something that I say all the time but it was so unexpected and so nice to see it.
And small businesses can absolutely create communities of raving fans or in other words, fandoms! In fact, I always encourage it.
As we move into the festive period and some reflective time (and lets face it, some downtime and party time), lets look at how you could create a community of raving fans.
What’s Fandom Got to Do With It?
Okay, for the purposes of this blog, I’m going to swap out ‘communities of raving fans’ for ‘fandoms’…it’s quicker to right, means the same thing and because this year for me was the year of concerts – Taylor Swift, Pink and Coldplay, we’re going with fandoms.
But seriously, lets look at Taylor Swift. Or the K-pop stars (I had to buy a present for my daughter’s friend around K-pop, this is a whole new world to me…but it’s massive!) Or what about Star wars or Marvel or DC fans who dress up for midnight premieres.
Huge communities of raving fans, Huge fandoms!
Now, I’m not saying you need glittery costumes or dress up, but well, you do you! 😉. But seriously, you can create emotional loyalty that makes people want to:
Come back again and again (the purpose of the first sale is the second sale),
Tell others about you (referrals, referrals, referrals)
Feel proud to be part of your community.
Here’s the takeaway – Make your customers feel seen, heard, and part of something bigger.
3 Fandom Secrets (That Small Businesses Can Totally Steal)
1. Know What You Stand For
Fans don’t just love the product. They love the why behind it. Taylor Swift may have clocked up the most air miles (and carbon footprint) this year but she gave back significantly to each area she played in. And she’s a role model – her work ethic is phenomenal, her approach to appreciating her fans is so in contrast to other performers who turn up late, play for a short amount of time.
So what do you stand for?
Are you the salon that celebrates self-love at any age?
The accountant who makes business owners feel smart and empowered?
The vet clinic that treats pets like family?
This is where you must Own your difference. Stand for something and say it loud. Fandoms form around clarity and conviction.
2. Let People In
Fandom is built on connection. I have said previously in blogs, workshops and talks…Connection is the new currency in a post-pandemic world. Big brands might have budgets, and some of you too…but most importantly, but you have access. As a small business, you are much more agile.
Share some behind-the-scenes moments – good and bad!
Introduce your team (yes, even if it’s just you and your dog or cat or tortoise)
Talk like a human in your content—not a robot – this will be uber important when it comes to making a difference in an AI world.
When people feel like they know you, they start to root for you.
3. Create Moments That Matter
I love fireworks. I loved them all the three big concerts I went to. They were fab. So too were each of the performances – the stage setting, everything.
But here’s the thing – you don’t need fireworks. What you need is feelings.
As you reflect on the year, who can you contact and
Send a personal thank-you note,
Send an email, a reminder to ask about a past order and see what they thought,
Highlight a customer’s story on social media
It’s those little touches that turn a customer into a fan—and a fan into a lifelong supporter.
It’s the little things that count and before I give you a final challenge, I’d encourage you to watch this five minute video of a talk I gave a few years ago. As relevant then as it is today.
Insert Speaker Factor video
Here’s your December Challenge….
Turn One Customer Into a Superfan
Before the year ends, choose one loyal customer and go all out:
Shout them out publicly
Send them a surprise (even a voice note or bonus freebie!)
Ask for a testimonial and celebrate them for giving it
Then, plan how you can do that consistently next year.
Final, final note….
You don’t need to chase the algorithm if you have an army of loyal fans talking about you. In 2025, let’s stop trying to be everywhere and focus on being unforgettable somewhere.
Let’s build businesses that matter.
Let’s create fandoms or communities of raving fans.
Because when your clients are clapping for you at the end of the year, that’s when you know your marketing worked.
And very final word – I hope you have a wonderful Christmas, whether way you celebrate it and here’s to a fan-based 2025.
Enjoy the break.
