So, how do you make True Fans? The opportunity cost of someone becoming a True Fan is high. They have to like your stuff more than the other millions of things they have to choose from in order to devote a fair amount of their precious time and resources to it. How do you make it worth their while?

The clarifying question managers must ask about their own businesses is to stay in business is: What’s our value proposition? Which basically asks what value does our business provide that makes our product worth it to the customers who use it.

Why do you use the products that use? Why do you visit the blogs that you visit? Why do you see the movies and entertainment that you see? Why should someone spend time with your stuff? What’s your value proposition?

I’ll give you two hints. Two of the best, and most often overlooked, value props are simple awareness and convenience. There’s no way I’ll ever see your stuff if I’m not aware of it. Likewise, even stuff I like isn’t very convenient (which raises my opportunity cost of using it), I’m less likely to do without.

Your stuff is convenient. It’s on the web. It’s easy to get to 24/7. Awareness is the problem. It’s the same problem I have with my weight loss book. Unfortunately, garnering awareness is somewhat boring and it’s tough. It’s not quite as invigorating as the creation. I’m open to suggestions on that.

Beyond that, then it’s offering something that people find useful somehow.