Nov 09 2006
Niches and Core Fans
From The Lefsetz Letter
If you want success today, create something good. Seed the early adopters. And then cease, or at least slow down, your marketing. Because the more you beat people over the head, the less attention they’re going to pay. THEY want to feel in control, THEY don’t want to feel tools of the system. THEY want to embrace the project, just like you wanted to embrace and tell everybody about “Harold and Maude”.
The first two sentences really hit home with me. It’s what my marketing company is based on – targeted, niche promotion. We’ve found it works gloriously on the internet – you find your core audience, give them the content they want, make them as aware as possible and get them excited, then sit back and simply manage the publicity and promotion.
Bob talks about how we have so many options for entertainment that it’s pointless to cast a huge net – you’re just not going to hit the right people. Instead, know your audience, figure out how to connect, and focus heavily on the core base. It works.
