A few weeks ago, I wrote about Black Rifle Coffee, a company that has deployed a fascinating (and ultra successful) niche marketing strategy.
This company takes a strong stance on veterans and appeals to them by using weaponry to sell their coffee. See what I mean? It’s a rather unique approach to giving people a caffeine high and one that many people probably tried to steer them far, far away from when they first launched.
I received quite a bit of feedback on this post.
Some people loved the concept and felt nothing but respect for the brand.
Still another person suggested that 90% of business owners would agree with him when he said the approach was wrong.
I loved hearing the feedback, not only because I love hearing from people like you, but I loved how much it solidified the point: to be remarkable, and to get people talking about you in this noisy world we live in, you have to find a way to create a stir.
Fitting In Doesn’t Make You Remarkable
Fitting in makes you invisible. It makes it easy to gloss over what you’re saying and move on to the next shiny object that catches your eye.
Doing the status quo bores people to tears. It doesn’t inspire trust; it inspires people to keep looking to find a company they can relate to.
It’s easy to compare yourself to others and mimic the success of other businesses in your niche. What isn’t easy is being authentic in your marketing.
Mimicking others doesn’t let you create a stir. It makes you create noise…
… and the world doesn’t need to hear more noise. What we need? Is something, someone, some entity that’s a little bit different that we can align ourselves with.
Because when we set up that common ground, we set up a foundation for trust. And trust is what earns you sales.
Find your niche. It doesn’t have to be politics or religion or controversy. It just has to be different than everything else out there.