The document provides tips for becoming a "BIGFiSH online" by inventing a niche, building a following, and finding lifetime customers. It recommends crafting a unique story to invent a niche, distributing content across networks to build a following, and growing an email list. Finally, it suggests offering new products and services to keep customers engaged and purchasing over time.

1. Become a BIGFiSH Online
HOW TO BUILD A FOLLOWING & FIND LIFETIME CUSTOMERS

2. How do you become a BIGFiSH online?
INVENT A NICHE BUILD A FOLLOWING FIND LIFETIME CUSTOMERS

3. 1.
INVENT A NICHE BUILD A FOLLOWING FIND LIFETIME CUSTOMERS

4. N INV ENT A NICHE, YOU NEED A STORY.
BEFORE YOU CA
INVENT A NICHE BUILD A FOLLOWING FIND LIFETIME CUSTOMERS

5. Your brand is only as good as the story people tell about you.
- What story do you want people to tell?!
- [CALL ON SOMEONE.]!
- (This may seem easy… ʻIʼm a designer, so I want people to say that Emma is
the best damn designer in Los Angeles.ʼ BUT that doesnʼt set Emma apart nor
tell how she is benefiting her customers.)!
- !

6. So, what’s your story?
- What story do you want people to tell?!
- [CALL ON SOMEONE.]!
- (This may seem easy… ʻIʼm a designer, so I want people to say that Emma is
the best damn designer in Los Angeles.ʼ BUT that doesnʼt set Emma apart nor
tell how she is benefiting her customers.)!
- !
HERE IS ONE THING YOU CAN DO TO
CRAFT YOUR STORY & INVENT YOUR NICHE.

7. GETOUT! of the business you think you’re in
(What does that mean?!) Let’s look at an example.
- quote from Baked In!

8. The case of
the pen…
ey just selling pens? What’s the actual business?
Are th

9. Se lf-expr ession
They give people a way to express themselves.
(That’s invaluable!)

10. People don’t buy what you’re
selling—they buy why you’re
selling.
-Simon Sinek

11. People don’t buy what you’re
buy why
selling—they selling, you’re
Think about why you’re
selling.
and create a story that reflects your “why.”
-Simon Sinek

12. Now that you know your story
(and are on your way to inventing your own niche)…
- What story do you want people to tell?!
- [CALL ON SOMEONE.]!
- (This may seem easy… ʻIʼm a designer, so I want people to say that Emma is
the best damn designer in Los Angeles.ʼ BUT that doesnʼt set Emma apart nor
tell how she is benefiting her customers.)!
- !
HOW DO YOU COMMUNICATE YOUR STORY TO PEOPLE?

13. 1. Don’t focus on the service you’re providing
(car insurance); focus on the the relief you’re
providing (peace of mind while you drive).

14. 2. Include a metric in your pitch or mission statement.
“At 100 Urban Entrepreneurs, we want to help 100 young entrepreneurs start a business this year.”
100UrbanEntrpreneurs.org!

15. 3. Wow your customers. Provide an unforgettable experience.
(Pictured: satisfied customers from Nightmares Fear Factory haunted house)

16. 4. Give them places to share their (your) story.
This can also be in the form of customer testimonials on your site.

17. SUMMARY
1. Craft your unique story
2. Communicate it to customers
=
3. Create places online for you and
your customers to tell your story
INVENT A NICHE BUILD A FOLLOWING FIND LIFETIME CUSTOMERS

18. 2.
INVENT A NICHE BUILD A FOLLOWING FIND LIFETIME CUSTOMERS

19. One word: Content.*
*Create it on a regular, ongoing basis.

20. Content can be…
FUNNY
INFORMATIVE
INSPIRATIONAL
The more emotions you address, the better. TED Talks hit all three.

21. 1. Create content using your weapon of choice.
WRITING micoblogging
video podcast PHOTOS
INTERVIEWS
infographics
CUSTOMER TESTIMONIALS
slideshow presentation
Are you a strong writer? Great photographer? Irresistible on camera?
Pick a content medium where you can do well & dominate.

22. 2. Distribute your content.
1. On your sites & networks
people’s site s & networks
2. On other

23. te content (that tells your unique story)
Now that you create & distribu
W YOUR FOLLOW ING?
HOW EL SE CAN YOU GRO
Four words: Grow your email list.

24. 1. Make it easy and irresistible for people to join.
escapefromcubiclenation.com!
Place the opt-in box above the fold on your site, and offer your subscribers
an irresistible piece of content as a gift for joining.
timothysykes.com! myprtools.com!
themiddlefingerproject.org!

25. 2. Guest blog & take full advantage of the opportunity.
Link certain keywords in the guest post to your blog
(like Carmen Sognonvi did with “free local business tips”).
Create a custom landing page for readers from the other blog.
carmensognonvi.com!

26. 3. Hold a creative giveaway or contest and promote across
social media.
4. When you attend conferences, mixers, etc. ask people if you
can add them to your list.
5. Encourage readers to forward to friends.

27. SUMMARY
1. Create content that reflects your unique niche
2. Distribute it across all networks
3. Grow your email list by creating easy and fun ways to join
INVENT A NICHE BUILD A FOLLOWING FIND LIFETIME CUSTOMERS

28. 3.
INVENT A NICHE BUILD A FOLLOWING FIND LIFETIME CUSTOMERS

29. Through inventing your niche and building a
following, you will find customers.
To tu rn those into lifetime custom ers, you need to constantly
o ffer them something new.

30. How do you find something new to offer them?
THINK LIKE APPLE.

31. The case of
& the MP3 player
“The early MP3 manufacturers all thought
[the music] stopped at the edges of the device…”
- quote from Baked In!

32. Apple created a new music marketplace (iTunes), and continue
to create new products & services to keep the music going.

33. “Please don’t stop
the music”
Think of new ways to keep your “music” going.
What new services or products can you invent to keep
customers buying your brand again and again?

34. SUMMARY
1. Look at your unique niche
2. Listen to your following
3. Offer new products & services to =
keep your customers buying from
you again and again
INVENT A NICHE BUILD A FOLLOWING FIND LIFETIME CUSTOMERS

35. So, if someone asks you:
“How can I
become a BIGFiSH online?”
INVENT A NICHE BUILD A FOLLOWING FIND LIFETIME CUSTOMERS

36. Show them this presentation…
INVENT A NICHE BUILD A FOLLOWING FIND LIFETIME CUSTOMERS

37. …and then say this to seal the deal.
“An d that’s how you
become a BIGFiSH online.”
INVENT A NICHE BUILD A FOLLOWING FIND LIFETIME CUSTOMERS

38. B GFiSH
we are
Brought to you by @danielleleslie
Tweet this preso Founder of WeAreBIGFiSH.com
Share on Facebook danielle@wearebigfish.com
Email to a friend youtube.com/theDanielleLeslie

39. A special shoutout to the photographers, designers, artists who
created the photos and images I used to make the preso pretty.
am!
2/3782653399/in/photostre
r.c om/photos/21491133@N0
Big Fish: http://www.flick 11/03/light-bulb.jpg!
onservative.c om/wp-content/uploads/20
Light bulb: http://lonelyc
so.com/img/crowd1.jpg!
Crowd: http://seayouthsay s/lifelong_friends.jpg!
ww.nevertoolate.org/image
Elderly woman: http://w eepboon/4437160354!
ite: http://www.flickr.com/photos/p
Thinking in black and wh en-camcorder.htm!
k-b attery.us/digital-usb-mini-p
Pen: http://www.noteboo 1537196/sizes/z/in/photo
stream!
p://www.flick r.com/photos/atibens/454
Pen with open book: htt 6/sizes/z/in/photostream!
ww.flickr.com/photos/2 2652865@N03/289511167
Wedding dress: http://w 5/sizes/m/in/photostream!
om /photos/ruse76/388889656
Flames: http://www.flickr.c 83223/sizes/m/in/photostr
eam!
.flickr.com /photos/elvisbenicio/59535 gif/ipod-touch-a.jpg!
Give it a way: http://www h-a.jpghttp:/ /static.howstuffworks.com/
ffworks.com/gif/ipod-touc
iPod: http://static.howstu
trepreneurs.org! /pictures-of-people-freakin
g-the-f-
100UE: http://100urbanen co m/slideshows/51430f4b14
y: http://www.funnyordie.
Nightmares Fear Factor
out-at-a-haunted-house!
aresfearfactory.com!
Nightmares: http://nightm on-of-rage-faces-10-pics.h
tml!
.com/pics/1 5095-the-complet-collecti S.jpg!
Rage faces: http://acidcow mages/Fotolia_9747346_X
.christianparty.or g.uk/EuropeanElection09/i
Distribute guy: http://www loads/2010/07/emailicon.j
pg!
chtoo.com/wp-content/up
Email icon: http://techtea _Logo_And_Big.jpg!
edia.eu/da ta/media/22/Small_Apple
Apple: http://www.ecardm 494170/sizes/z/in/photostr
eam!
r.c om/photos/goincase/2720
Concert: http://www.flick /12/04/review-rihanna-loud
!
Rihanna: http://thedirty bush.wordpress.com/2010

40. Tweet this preso
Share on Facebook I wasn’t kidding. 
Email to a friend
@danielleleslie
WeAreBIGFiSH.com
youtube.com/theDanielleLeslie
danielle@wearebigfish.com