Go “All In” On Your Niche
Knowing your niche, embracing it, and going all in is key to crafting a truly alluring vibe.
The third way to crafting an alluring vibe (be sure check out parts one and two!) is all about embracing your special sauce.
You may feel pressure to create something familiar to what already exists in the market. However, let’s be real: You’ll never stand out if your goal is to blend in. If you have a truly distinct niche, the last thing you want is to miss the chance to attract your IDEAL customer - as in, that soulmate type of customer in the perfect mindset and/or moment for loving what you offer.
If there’s one sure fire way for nailing an alluring vibe your most ideal customer can't resist, it's to embrace your special sauce and go all in with a bold and specific message.
Take Snowbird ski resort for example. Instead of sounding just like every other ski destination in Utah, they leaned into their advanced terrain niche by boldly highlighting bad reviews from novice skiers who came to the resort for all the wrong reasons! NO EASY RUNS!
This helped attract expert skiiers, snowboarders, and thrill seekers, who now flock to their Utah slopes in droves!
What's YOUR Secret Sauce?
Snowbird realized their secret sauce was the exciting difficulty of their runs. What is it about YOUR product that makes it especially badass?
This is your Secret Sauce.
Instead of trying to make your product sound like everything else out there, embrace what makes it special, distinctive, and effin’ cool.
The city of Austin, Texas, did just this with their slogan "Keep Austin Weird," which has been instrumental in the city's historic rise as a top living destination and cultural juggernaut. Forget the bland “visit Austin!” ads with people eating vanilla ice cream and shopping. Keep Austin Weird showcases all the kooky, fun, wild, and creative fun to be had in Texas’ capital city.
From The Specific Comes The General
It seems counterintuitive, but it's 100% true: the more you try to appeal to everyone, the more generic your product will seem, and the less people will be interested. The more you embrace your unique badass-ery, the broader your appeal will be!
Case and point: In & Out Burger has three things on its menu: burgers, fries, and shakes. Yet, it has a cult-like following and literally any In & Out you drive by in California will have cars lined up around the block, all day long.
Another great example: Tann-X is a spot carpet cleaner specifically designed for coffee stains. They could talk all about how well their product ALSO works on wine, tea, all the things … but by getting hyper-specific they not only cut right to the heart of a BIG problem someone is feeling at any given moment, they also imply a solution for other tannin or tough stains by association. In other words, if it works on coffee why not wine?
So don't run from your niche, embrace it. What makes you unique is the backbone of your alluring vibe and will get the right people to perk up, take notice, and embrace your product wholeheartedly!
