When you speak your client’s language, you achieve several things:
- You help establish your niche.
- You divide people, those in your niche stay, others leave. This let’s you focus more on your niche.
- You establish credibility and authority in your niche.
- Your niche feels you “get” and understand them.
Kingston Technology has an investing article that demonstrates this. Their audience appears to be data centres.
Beside appealing to the geek in me, they quickly establish that I am not the type of client they are looking for. People who run data centres definitely are, as Kingston speaks their language, not mine.
Here is an example:
Upgrading a simple 1U server or 10U rack from SATA or SAS is limited by the availability of connections. Most systems that implement SATA or SAS SSDs connect using hardware-based RAID controllers. But NVMe utilizes the PCI-Express ports, which inherently provides faster transfer speeds, and then leverages software-defined RAID profiles.
www.kingston.com
Did you understand that? Most people won’t. I can, for the most part, because I have a technology background. People who work for data centres will definitely understand what that means.
Most of the topics I talk about on this website will not appeal to experienced marketers. That is because I know little about marketing at the time of this writing, and anything I do know would only appeal to those very new to marketing.
That is okay. Teaching experienced marketers is not my niche.
On Quora, there is a story about a young man moving to a new high school at the start of a school year. His mother asks him what kind of clothing he wants. He wants a hat, a tie, and a suit jacket for everyday school use.
His mother asked him why he wanted to be the weird kid at school. His reply was insightful and explains the importance of standing out to create a niche. He replied that if he dresses like everyone else, it will take forever to make friends.
But if he dresses as he wants to, in a week he will have many friends attracted to his uniqueness and will be ignored by more. At the end of two weeks, many of those friends will leave, and the remaining friends will be “his people”.
There is a young man who understands marketing!
Notice that the examples I gave you show examples of positive divisive marketing. None are offensive, but they automatically find who is in your niche.
Another divisive method is to take a stand on something. If you have a long term relationship blog or counselling service, make it clear you do not deal with people who simply want to learn how to seduce women for one-night stands.
Alternatively, if teaching people how to seduce women for one-night stands, you will want to emphasize that you do teach this.
Either way, you will reject the people who do not want you, and will attract the people who do.
