Consultant or Speaker? Here’s how to fill the room with 1000 true fans
When Kevin Kelly, the founding editor of Wired magazine, coined the concept of ‘1000 true fans’ he was sharing how creatives and thought leaders can sustain their work and build a loyal customer base by focusing on their dedicated audience (that is, their ‘true fans’) rather than trying to appeal to everyone.
His principle was beautiful and simple. If you have 1000 true fans who love your work and buy everything you create, then you will earn enough for a sustainable business.
This is something that I agree with wholeheartedly and have seen work so well with the consultants in my community. Most recently, I was able to see this principle in action at Dr Louise Mahler’s Gravitas Masterclass.
How Louise Mahler filled the room with true fans
I was privileged to attend Louise’s Gravitas Masterclass recently in Melbourne. With 90 other participants in the room. But this wasn’t just another professional development session. It was a testament to how a loyal, engaged audience can transform an event into a big win.
What made the event so magical? First, they paid for their own ticket. They weren’t brought in by a company or assigned training through HR. Instead, the attendees saw the value in what Louise offered and knew that it could help them achieve their own professional goals. These true fans believed in her expertise and so they chose to invest their own time and money to learn from her. They certainly weren’t prisoners like some corporate in-house programs. They were there by choice.
And from Louise’s perspective, the warmest audience she’ll ever have. Every expert’s dream!
This commitment meant that they were highly engaged during the Masterclass. They listened, they asked questions, they sought out Louise even after the event to understand and learn more deeply. And then they asked her about the next offering she might have. They wanted more.
This is the benefit of having true fans. And their level of commitment highlights Louise’s success in building a deeply loyal customer base and therefore a sustainable business. Here’s how you can do the same.
How to build a loyal customer base of 1000 true fans
1. Deliver real value
Louise’s work resonates because she doesn’t just preach, teach or train people – she transforms them. Her Masterclass equips attendees with actionable tools to command attention, inspire change and build presence. She promises results – and she delivers them. This consistent value is what keeps her audience – her loyal fans – coming back for more.
To build your own loyal customer base you need to focus on creating real, lasting impact for your clients. Whatever you’re offering, ensure it’s so valuable they wouldn’t dream of missing it.
2. Build genuine connection
What sets Louise apart is her ability to connect to her audience on a deep human level. She doesn’t deliver sterile lectures. She creates interactive experiences filled with energy, warmth and authenticity (and these are also the skills she teaches in her Masterclass!). This connection builds trust and engagement and therefore loyal fans.
In your work be authentic in how you engage with your audience – listen and see them, what they need and how you can help!
3. Make memorable experiences
Louise has created a Masterclass that is absolutely memorable – not just for the content, but for the way it makes attendees feel. Participants leave the sessions feeling empowered, inspired and eager to take action. This makes them more likely to come back, buy more and even recommend her to others (and they do!).
To build your own true fans, think beyond just the services you offer. Ask yourself what your clients want to feel and experience when they work with you and give that to them.
4. Invest in yourself
Louise has deep knowledge and a unique perspective on gravitas and leadership that she’s earned through years of study, learning and work in her area of expertise. When her audience comes to her, they know they’re learning from a true authority, which is why they trust her and are willing to invest in her.
In your practice it’s important to keep honing your skills and staying ahead of the curve in your own industry. Expertise engenders trust – and trust is the cornerstone of loyalty (and loyal fans!).
5. Create a tribe of true fans
The people at Louise’s Masterclass weren’t just casual attendees. They believed in her purpose and her expertise, they trusted her to guide them, and because of that they became true fans. Once they left the room, these people then became her hype men and women. They share and amplify her message, refer others and keep coming back.
To create your own tribe of true fans, stop trying to please everyone and focus on nurturing your most dedicated clients. These are your true fans (or your potential true fans)!
Build loyalty, one fan at a time
Walking into Louise’s masterclass, I knew right away that it wasn’t just an event. It was the culmination of years spent cultivating trust, delivering value and building genuine relationships with her audience. By focusing on her true fans, Louise has created both a sustainable and fulfilling business model.
If you’re ready to grow your own loyal customer base, follow Louise’s lead. Prioritise impact, connection and authenticity, look at what you’re delivering and what your audience needs and give that to them. When you do your audience won’t just follow you – they’ll champion you and your work every step of the way!
I’d love to know your thoughts…