Maria Delano

There you go.

They are a tiny company with three people and some very impressive metrics that you can see on the slide over there.

And the reason I'm talking about them is ever since I first became a customer, which was about a year ago, and whenever I would tweet at them or about them or talk to others about their product,

They would respond, and they'd recognize me, and they'd recognize all of their other big fans, put things like random resources we made into their newsletter, send us cute validation.

And as you see, this works, because the more they did that, the more I talked about them.

And then you get things like that snippet at the top.

A real-life example of another person hearing from me, a fan who's not affiliated with this company, and deciding to check it out.

In fact, I know for a fact that I got them more than 10 paying customers in the past year.

Some of them pretty big companies.

Just because I talk about them.

And this is nice and all, but it probably sounds like a lot of work.

So why should you do it?

I want to briefly tell you about this researcher from UPenn School of Communications, Damon Santola.

And he's been studying behavior change for two decades now.

And he's shown time and time again that people are most likely to adopt new behaviors, especially when they're as complicated as using a new piece of software in their lives.

When they hear from people who are like them, not influencers, not stars, not some fancy founder somewhere, people who are like them, people who genuinely like a product, people like me.

So this is one way that you can apply this to your own SaaS company.

This is what I've called the fan-driven marketing flywheel.

And in business, we like making our flywheels and they don't fully respect the laws of physics.

So the idea is once it starts spinning, it's gonna have its own momentum and keep spinning faster and faster and faster.