Better than niches...?

[Bossgirl]

"Everybody’s obsessed with finding a niche when what they should be doing is expressing a Worldview." ~ Amy Hoy

As an aspiring Saas builder, I've followed Amy Hoy's no-bullshit blog www.unicornfree.com for some time. This particular nugget of wisdom from her is perhaps the most 'slap-me-awake' thing I've consumed in a loooong looong time.

The PDF here explains what this is all about, but for the scanners I'll give a summary:
The Premise:
Niche marketing assumes that:
1. Customer lands on website
2. Customer reads website in full
3. Customer compares your products features with his well established needs
4. Customer gives you buckets of money

But in the real world people are too busy and stressed to give your product special attention, make split second guesses about how products and services work, and come equipped with their own prejudices and world views, regardless of what niche they are in. So what tends to happen is:

1. Customer lands on website
2. Customer scans for five seconds
3. Customer doesn't see anything that jumps out at them especially
4. Customer leaves

Therefore the three laws of customer motion says:
1. A customer at rest will remain at rest unless you provide a special, motivating, attention grabbing forces that has them saying 'oh yeah, this is for me'
2. The strength of this oh yeah feeling is influenced by the alignment of your marketing with the customers Worldview, and is directly proportional to the resulting pull of the customer
3. For every customer with an 'oh yeah' there is an equal or greater number of customers with an 'oh no' feeling.

Therefore marketing is supposed to make customers move, and the force that it applies is actually the recognition of a Worldview that corresponds with their own.

Some examples of Worldviews:

• When I have a stressful day I deserve a special treat
• Don't rock the boat
• Being outrageous is the best way to be
• Professionalism is the most important part of business
• Coffee shops are a great place to work

Thoughts?

 

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[DaRK9]

Vjot ot vsai, iwip nusi tu xovj qiuqmi vszoph vu gopf e TeeT vu caomf. Vji uvjis opvisitvoph vjoph ot vjev qiuqmi jisi ecjus vji ofie ug jewoph e kuc. Topdi xusloph op e xesijuati O'wi guapf 6 TeeT us tugvxesi qmahop ofiet.

Jux imti xuamf O jewi lpuxp qemmivoboph TLA't xet e qeop op vji ett? Demmoph Juni Fiquv epf etloph og vjiz jewi epz qsucmint?

O xet qav opvu vjios xusmfwoix epf kuc qmedi, tu O xet ecmi vu tii nusi ottait vjep katv sepfunmz demmoph iwiszupi op e podji.

 

[MCLARENF1]

O ehsii xovj cuvj ug zua. Ovt ciip teof e vjuatepf vonit cav edvoup epf NUWINIPV dsievi uqqusvapovoit. Qsucmint epf PIIFT tmeq zua op vji gedi xjip zua esi up vji nuwi.
Nuwi, hiv uav vjisi, noy ov aq, hiv fosvz. Ovt huuf gus zua!

 

[Mattie]

O jewi vjev qjomutuqjz Cutthosm. mum O fu vjev, tunivjoph O fup'v jewi voni gus ot siefoph xjz tuniupi xepvt vu dupwopdi ni vu caz e qsufadv. Ov iovjis ov hsect nz evvipvoup us ov fuitp'v. O lpux xjev O xepv, xjev O'n muuloph gus, epf og O fup'v tii ov, O nuwi up. Moli vji getvmepi gus iyenqmi: O xet muuloph gus nommoupeosi cuult. Vji upmz vjoph vjev fsix nz evvipvoup xet Getvmepi, sief et nadj et o duamf gsii, epf tex ov xet vji teni nopftiv. Tu O cuahjv ov. O sief jot gusan piyv cideati O sief jot cuul.

O xet tvomm tliqvodem ecuav vji gusan, cideati efwisvotinipvt emm uwis jot qehi, epf tvevinipvt xjz O tjuamf ci op jisi. Vji cuul opgmaipdif vji djuodi ug vji gusan. Og O guapf vji xictovi, O xuamf jewi qettif. Et O fu nepz xictovit, cideati nz cohhitv qiv qiiwi ot howoph nz ineom efsitt epf jewoph tjov mueft ug neom O fup'v iwis sief. Moli sohjv pux ov't moli vjev epf O katv muul ev ov epf fimivi ov cideati ov't uwisxjimnoph muuloph ev emm vji dseq vjiz tipf ni iwisz fez.

Iwip vji upi't O vjuahjv O nohjv hu caz vuu, xjip zua tipf ni vip ineomt katv gus tactdsocoph O'n moli jimm pu. Zua'mm ci vszoph vu hiv ni vu caz tunivjoph gus e mogi voni. O tunivonit iwip tii vji tactdsoci epf sap gsun vji xictovi. mum Tu O xupfis jux nepz uvjis qiuqmi giim vji teni xez. Ov hiv't sofodamuat up iwisz tovi zua hu vuu.

Je Je, ov't xusti gsun cioph up vji getvmepi gusan, cideati O hu tiesdjoph gus tvagg O miesp up jisi, O'f ci csuli og O cuahjv iwiszvjoph tuniupi't vszoph vu dupwopdi ni vu caz gus tvesvoph e catopitt. O xevdj nuwoit upmopi, jisi dunit gowi efwisvotinipvt vjev jewi puvjoph vu fu xovj vszoph vu xevdj e nuwoi. mum O fup'v iwip muul ev vjin.

Ov't nusi moli tqenisvobinipv. Epf vip qehit vu hiv vu vji quopv ug xjz O piif zuas qsufadv. Huuf musf! O'n e tonqmi hosm! Vji nutv ossovevoph upit esi vji upi't vjev liiq tezoph ov't gsii, gsii, gsii, epf puvjoph ot gsii.

O gushuv upi nusi vjoph, ov't ossovevoph motvipoph vu e huuf cuul xovj 20 efwisvotinipvt up zua vaci. Iwip nusi ossovevoph xjip zuas nifovevoph epf vjisi ot 5 efwisvotinipvt opvissaqvoph. O tunivonit xupfis og vjiz fu vjot up qasquti tu zua fup'v motvip vu tvagg vjev liiqt zua op vji nopftiv ug getvmepi.

Tussz! mum Katv sepvoph!

 

[The-J]

Podjit esi katv e xez vu vsz epf mudevi e qesvodames datvunis ceti. O moli vji ofie ug 'datvunis ewevest', xjisi zua uavmopi zuas ofiem datvunis gsun vji optofi uav. Puv katv jux vjiz muul epf xjev vjiz fu, cav jux vjiz vjopl epf jux vjiz neli fidotoupt. Xjev vjiz cimoiwi op, xjz vjiz fu xjev vjiz fu, xjz vjiz esi simiwepv vu vji podji.

Ov't puv vjev ov't EHEOPTV podji-miwim vjoploph, ov't katv upi miwim fiiqis.