Are you investing in buying awareness or have you designed your product so that it matters to your customers? Businesses spend millions of dollars to have consumer aware of their brand only to find that a startup offers something new, important, and of more relevance to the same consumer.

In the past, we made a product that everyone could buy and used fancy marketing to build awareness through stories and got new customers with credit cards in hand. Everyone knows the bankrupt RadioShack brand but our instincts are to go to Amazon. In fact, that is part of the reason they are out of business.

Marketing has changed.

The stories are not about you and your product but how the potential customer will feel and the story she wants to tell herself.

Today we have to start with the story that the clients already have about their world, their passions, and their needs. Then we can build products that support their story.

Awareness versus Relevance

• I want fresh squeezed vegetables and fruits each morning, but I don’t want to deal with the mess. Juicero is born.
• I am left handed and can’t use traditional cooking or gardening tools. Lefty’s is born.
• I am a parent who wants to teach my kids they can do anything and become superheroes. Everfan is born.
• I have a growing social media following and want to find brands who need people with audiences. TRIBE is born.
• I have a new born puppy and can’t stand to see him in a kennel when I travel. DogVacay is born.

If you want to start a new business, understand a small, narrow community who is seeking someone to help them live their story.

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Do you need help figuring out the stories in the mind of a niche community? I can help you grow your business. Connect here. 

Photo:  (Photo : Wikimedia)