The Secret to Getting People Interested in Your Niche
Welcome, Extraordinary Strategists.
Before we dive in, let’s reflect on this quote from Tom Schwab:
“What is ordinary to you is amazing to others.”
It’s simple. It’s profound. It calls us to think about everything through somebody else’s eyes. It reminds me of Derek Sivers’ insight from the book “Hell Yeah or No,” and this article, Obvious to you. Amazing to others.
So I reframe the question and think, “Maybe what’s obvious to me is amazing to someone else?” That’s where we’re jumping off from.
In today’s brand-driven world, differentiation rules. Let’s keep in mind that Extraordinary Strategists learn from hindsight, act with insight, and guide with the foresight to design a different future.
(BTW, if you want to dive deeper into this idea, please jump over to The Society of Extraordinary Strategists on Substack.)
How does a company cut through the noise and hyperbole to design the relationship between your company, its niche (the solution that solves a problem in a category), and your ideal consumer? Don’t design a better product. Design a different future.
But first, a story:
“Let’s move the ‘About Us’ navigation to be the first in order, along with our mission and vision.”
I groan silently and ask the same question I’ve asked of business leaders dozens of times:
“Why do you want to make it about you?”
I understand the client’s intent. As a startup in the financial sector, they are eager to validate their relevance to the consumers they want to attract. Positioning your brand as more important than the customer’s goals and motivations is a strategic mistake.
When it comes to niche marketing, many people make the mistake of telling consumers what they do instead of talking about the problem the customer wants to solve. This self-centered approach to branding and marketing doesn’t consider the customer’s needs, wants, or desires.
When you understand an ideal consumer’s goals, what motivates them, and the triggers that compel them to buy, you’ll be able to better connect with them, and they will be more interested in the product or service you offer.
The way to demonstrate relevance isn’t to talk about why you think your brand is different; it’s to be in a dialog with your community — the buying tribe or consumers, if you prefer — and how you can help them achieve a goal, meet a need, or solve a problem.
When you understand an ideal consumer’s goals, what motivates them, and the triggers that compel them to buy, you’ll be able to better connect with them, and they will be more interested in the product or service you offer.
Ordinary people look for brands that help them transform from ordinary to extraordinary. We should focus less on designing brands that stand out and more on guiding people to become better versions of themselves because they choose our brand.
What is ordinary about your brand should unleash the extraordinary in others.
This article summarizes The Secret to Getting People Interested in Your Niche Brand. Join hundreds of your peers who subscribe to The Society of Extraordinary Strategists.
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Brian Sooy is the first Level C Certified Brand Strategist and StoryBrand Certified Guide. Brian leads the Aespire branding agency and authors books and thought leadership to help leaders find clarity, focus teams, align culture, build brands, multiply impact, and build thriving businesses.
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