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Welcome!! My name is Paul Lappen. I am in my early 50s, single, and live in Connecticut USA. This blog will consist of book reviews, written by me, on a wide variety of subjects. I specialize, as much as possible, in small press and self-published books, to give them whatever tiny bit of publicity help that I can. Other than that, I am willing to review nearly any genre, except poetry, romance, elementary-school children's books and (really bloody) horror.

I have another 800 reviews at my archive blog: http://www.deadtreesreviewarchive.blogspot.com (please visit).

I post my reviews to:

booklore.co.uk
midwestbookreview.com
2 yahoo groups
Amazon and B&N (of course)
Librarything.com
Goodreads.com
Bookwormr.com
Books-a-million.com
Reviewcentre.com
Onlinebookclub.org
Pinterest.com
and on Twitter
(seriously)

I am always looking for more places to post my reviews.

Saturday, November 30, 2013

Monster Loyalty

Monster Loyalty: How Lady Gaga Turns Followers Into Fanatics, Jackie Huba, Portfolio/Penguin, 2013

Lady Gaga is one of the most popular pop stars in the world. Her strategy for getting, and keeping, extremely loyal fans is incredibly successful (with 33 million followers on Twitter, she must be doing something right). This book shows how businesses of any size can copy her strategy.

First of all, who are your passionate fans, those whose world revolves around your brand? Are blogs or Facebook pages dedicated to your brand? Do people call your toll-free number, or send emails, with suggestions on how to improve your website? Those are your One Percenters. Find them, and don't let go. It's easier and cheaper to keep a present customer than to create a new one. (How is your customer service? What do review sites like Yelp say about you? It's pretty hard to get, or keep, passionate fans if your customer service stinks.)

What are your company's values? Making money is what you do, how and why you do it is what is important. Find a way to bring those passionate fans together, whether online or in person. Add an online forum to your website, or solicit testimonials and spread them throughout your marketing materials.

This group of fans is going to need a name. If they haven't decided on a name, ask their input in coming up with one. When it comes to deciding on a symbol for this group, watch how your customers use (or don't use) them; some symbols just won't work. Be open to adopting fan-created symbols.

Find a way to make your customers feel special, to put them in the spotlight. Invite them to special VIP events, or put them on your products. Give those passionate fans something to talk about, but don't be outrageous just for the sake of being outrageous. It could be something really simple, like one new design feature.

This book is highly recommended for businesses of all sizes. It won't be fast or easy, but if Lady Gaga can create legions of loyal fans, why can't you? It is also highly recommended for those, like yours truly, whose only exposure to Lady Gaga has been through the media. It was very surprising to learn that she is  much more than just a pop star.

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