The gestures that get people talking aren't the expensive ones — they're the small, well-timed, personal ones that show you paid attention to something that wasn't written down. In this episode, Alan tells the story of Suzanne, a bed-and-breakfast owner who tracked a full year of guest reviews and notes expecting her costly upgrades to win — and found three tiny touches winning instead. You'll learn three categories of high-impact gesture: Memory (you remembered something they didn't expect you to), Vision (you met a need before they had to ask), and Recognition (you noticed something real and named it). Then you'll put one to work, deliberately, in the next seven days.

This week's Small Action: Pick one customer who's already on your calendar this week. Before you see them, ask yourself: what do I know about this person that has nothing to do with the job? Whatever comes to mind sorts itself: something they told you last time is Memory (bring it up). Something coming up for them is Vision (get out in front of it). Something they're carrying right now is Recognition (name it).

Write the one line down before you go, then say it once, on purpose. Be sure to notice which of the three you reached for. That one's your natural gesture, and it's the one worth repeating. Add it to your Fan Plan — the plan every FanMaker builds, one small action at a time.

Resources mentioned:

- The Raving Fans Scorecard (free — 6 questions, about 2 minutes): https://attractravingfans.com/scorecard/

Next week — When Things Go Wrong: The Complaint That Creates a Fan

Plus the response that turns your most difficult customer moments into the ones that earn your most loyal raving fans.

©2026 Attract Raving Fans - All rights reserved.

Most businesses create their best moments by accident. One thing they stumbled into and never thought to build on purpose. In this episode, Alan tells the story of Andy, a personal trainer whose gym stayed full because of referrals, while an equally skilled new trainer's clients stayed quiet. Until Andy figured out it came down to two sentences he said at the end of every session.

You'll learn the three-beat anatomy of a Turning Point:

• Anticipation

• Acknowledgment

• and After

Once you do, you can build one deliberate moment into your most common interaction and start turning satisfied customers into raving fans.

This week's Small Action: Build your After. Take the interaction you do over and over — the session, the appointment, the call — and decide one thing you want that person to leave carrying that they didn't expect. Not what you want them to buy: what you want them to feel on the drive home. Write down the sentence that would give it to them, and say it once, at the end of your very next one. That's the next piece of your Fan Plan — the plan every FanMaker builds, one small action at a time.

Resources mentioned:

- The Raving Fans Scorecard (free — 6 questions, about 2 minutes): https://attractravingfans.com/scorecard/

Next week — The Small Gestures That Create Big Raving Fans: the little, low-cost gestures that land at exactly the right moment and tell a customer you were paying attention.

©2026 Attract Raving Fans - All rights reserved.

Your homepage either joins the conversation the customer has been having in their head, or it interrupts it.

Most interrupt.

And that's because most homepages are written backward. They open by the business changing the subject and talking all about itself. Not a great idea, since visitors show up hoping to be understood. In this episode, Alan tells the story of Nichole, a cleaning-service owner who noticed that every new client meeting began with the client apologizing in their door, "sorry, it's not usually this bad." That was the exact clue Nichole needed to realize that what she actually sells isn't a clean house; it's relief for someone who feels overwhelmed by their busy life.

Using the Welcome Letter Structure of Opening Line, Bridge, and Invitation turns the "customers' words" you've been collecting into the three sentences that should be at the top of your homepage. These are the sentences that tell the right person, "this is for me."

This week's Small Action: Rewrite the top of your homepage as a welcome letter using the three-part Welcome Letter Structure, with an Opening Line that names your customer's situation in their own words, a Bridge that connects their world to why you do this, and an Invitation that offers one clear, low-stakes next step. Three sentences before adding details about what your business does. An upgraded hero section that joins the conversation is the action for this week. It's another piece of your Fan Plan — the plan every FanMaker builds, one small step at a time.

Resources mentioned:

- The Raving Fans Scorecard (free — 6 questions, about 2 minutes): https://attractravingfans.com/scorecard/

Next week: Designing Your First Turning Point. We turn from your message to your service — the first moment inside the work that turns a satisfied customer into a raving fan.

©2026 Attract Raving Fans - All rights reserved.