Build for Your Top Fans
One of the simplest plays we believe in (and most brands ignore): build for your top fans.
Not your entire audience.
Not “going viral.”
Just the 10–100 people who genuinely care.
Not “going viral.”
Just the 10–100 people who genuinely care.
Here’s how we think about it:
Find them
- Repeat customers
- Email openers
- People consistently engaging or commenting
- The ones excited when you drop anything new
Make them feel like insiders
- Early access to launches
- A separate, more personal email list
- First look at content or products
Surprise them
- Send a hat, hoodie, or something they’ll actually wear
- Unexpected > overproduced
Turn them into creators (without forcing it)
- If they love you, they’ll post
- If they post, amplify it
Do small things that feel big
- We made a custom plate for a Pickerfresh fan who kept posting viral content
- That kind of stuff sticks way more than another ad
Build this into your strategy
- One KPI for early-stage brands:
→ “Do we have 25–50 people who love us?” - If not, fix that before worrying about scale
The reality:
Old-school marketing still works.
Old-school marketing still works.
Take care of your people, and they’ll do more for your brand than any paid campaign ever will.
And then when you do layer on paid, influencers, and everything else… it actually compounds.
That’s the part most brands miss.
