I could start selling pink gumballs. Nothing but pink gumballs.
Why? Because nobody else does what I do. I would call it ‘my niche’.
I could advertise on Adwords. Buy the keywords that display my ad whenever somebody searches for ‘pink’ or when anybody searches for ‘gumball’.
I could call myself the ‘leading retailer of pink gumballs’.
You know what? I’d sell them.
I’m giving people an option they hadn’t necessarily explored. A choice that wasn’t on the table before. They’ll like what I’m offering due to the fact it’s different. It’s that difference that sets my pink gumballs apart from the rest.
But, other gumball retailers would soon catch on. They’d see my ads. They’d stumble across my website. They’ll raise internal questions like ‘why aren’t we selling pink gumballs?’ and the question will be bounced around. They’ll then start to explore adding pink gumballs to their own mix of products. Not exclusively. Just as an addition.
Where would that leave me?
I’d be left with my niche. My banner of ‘the leading supplier’ would be replaced with ‘pink gumball specialists’ and I’d slowly start to see my market dominance erode and my niche disappear. Sales would dry up.
Why?
Other gumball retailers would be bidding on my keywords. Telling their audience of the pink gumballs that they stock. I’d no longer stand out. I’d be just another retailer of pink gumballs. Maybe I’d refer to myself as the ‘original’?
This is what happens to niche markets built on difference and difference alone
You start out believing you’re unique. You find that unchartered territory and raise your flag. The problem is that there’s only one element that separates you from the rest. Whether that be colour, taste or size.
The missing ingredient is purpose
Your niche market will be conquered quickly when your only differentiator is difference itself. There are paper walls separating your product from the competition. Especially when your entire brand is built upon difference alone.
You’re known as the pink gumball supplier. Your roll is just that. A supplier.
You’re missing purpose. A message that both you and your audience represent. Your pink gumballs stand for something. Your brand centres upon what you stand for. Not what you produce. Your product becomes secondary. Just like in fashion. Clothes are clothes. It’s identity that you purchase.
You focus upon why your audience are buying pink gumballs and you champion the reason. You make those damned things stand for something. It’s represented throughout your website. Your packaging. Your email. Your blog. Your video channel. Your supporting accessories. Your business card. Your office furniture. Your instagram channel. Your facebook page. Your twitter feed. Everything you do. It’s not about the gumball it’s about what that gumball represents.
- maybe I offer a variety of flavours, but retain the same colour – create surprise
- maybe I brand each and every gumball with a love heart – be memorable
- maybe I produce an exclusive range shaped as love hearts for valentines – unique occasion
- maybe I champion female CEOs and use the colour reference as a statement of intent – associating with a cause
- maybe I build an article base referencing the history of the colour pink – deliver knowledge
- maybe I collaborate with other niche confectioners to offer pink as a colour variation of their own sweets? – building partnership
Whatever I decide, I’d make sure that my niche was supported by a purposeful difference. If not? My niche would be chewed up and spat out by the competition.
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