Jeremy Gutsche's Better and Faster shows some of the patterns that top-tier brands have used in order to become irresistible to a specific group of consumers.
If you think about it, if everybody is satisfied with a product or service, there's always an opportunity to diverge from what's offered and supercharge that one missing piece. For instance, Better and Faster recounts the story of how the BeautifulPeople dating site came to be. After finding that so many dating sites put an emphasis on personality before attractive photos, Robert Hintz created a niche dating site that would only allow the most beautiful people to search for love. Naturally controversial, people were drawn to apply to see if they would qualify. Although millions have been turned away from the chance to use the service, the promise of exclutivity is what continues to drive new users to apply.
Read the full story on businesses like BeautifulPeople and more in Better and Faster. Pick up your copy HERE.
Be Irresistible to Customers
Better and Faster Shows That Brands That Zero in on Their Niche Win
Trend Themes
1. Niche Marketing - Brands focusing on a specific group of consumers can become irresistible by supercharging the missing piece in the market.
2. Exclusive Membership - Offering exclusive membership with strict selection criteria can drive user engagement and new user acquisition.
3. Differentiated Features - Innovating differentiating features in a product or service can set a brand apart and make them irresistible to the consumers.
Industry Implications
1. Online Dating - Online dating industry can differentiate by creating niche dating sites targeting specific types of people or reliable profiles selection process.
2. Retail - Retail industry can build loyalty by creating exclusive membership programs such as club memberships or loyalty programs with strict selection criteria.
3. Technology - Technology industry can set themselves apart by innovating differentiating features within their products that target specific consumer groups.