In this #tellthetruths video, Rebeca talks about the dark, difficult side of niching down in your business — turning away potential customers with the choices you make to attract others. It can be terrifying to do this, but it’s really okay if it helps you build greater connection. Check it out, then let us know what YOU think.
Who Are You Turning Away?
This video originally appeared in LinkedIn
If you enjoyed this video, check out:
Brand Differentiation and The Courage To Stand Apart
Stand Up To Stand Out: Hobby Lobby’s Polarizing Differentiation
Niching Down To Appeal To The Masses
TRANSCRIPT:
Hey guys, it’s Rebeca with BrandTrue, and I want to talk about the people that we turn away and how that’s okay. We’ve talked before about niching down and how important it is to figure out something that makes it easier to understand who you are and who you’re for. Well, the dark side of that is that when you’re more pointedly FOR someone, there are people that you’re NOT for and you have to turn them away, which is terrifying. We don’t want to ever walk away from business. But it’s okay. In order to have some real point of view in your brand and particularity, you have to sacrifice those people.
There’s lots of great examples, and in the moment on camera, the one that comes to mind is Slutty Vegan. I think it’s a great one because Slutty Vegan, it’s a restaurant chain, just a small one, they’ve got like two or three restaurants in the South, it tells you right away some things about them that are very attractive to some people. And in being that particular and having that much personality, there are other people that are like, “Oh, I find that name inappropriate! Ah, that’s not for me!” Fine. It’s fine.
So it’s something that can be a real emotional hurdle, but really important to think about. Who are you turning away? And what are the trade-offs that you’re okay with as part of attracting the people that are at your core of your brand? Let me know what you think. Thanks. Bye!
