Tiny Little Businesses | Make Superfans (André Chaperon & Shawn Twing)

How do you market in a genuinely loving and authentic way? Show up, connect, be thoughtful, create usefulness, and serve way more than seems reasonable, without expectation of return.

In developing a platform, we eschew the promotional apparatus that must be rebuilt and picked up anew with each and every launch. Instead, we choose to bind ourselves to an audience, to become one with that audience, and to become one with our weapon.

1. Start with empathy to see a real need. Not an invented one, not “How can I start a business?” but, “What would matter here?” 2. Focus on the smallest viable market: “How few people could find this indispensable and still make it worth doing?” 3. Match the worldview of the people being served. Show up in the world with a story that they want to hear

The key to generating word of mouth, he says, is being surprising, delightful, and helpful.