Nurture the niche and let them talk

Seasons greetings!
I hope you have found some down time over the past week. If you’re like me, the run up to Christmas is hectic, and the new year of 2019 looms large, but a few days in between can offer the reflection often needed. Plus if you’re lucky, some ski (or surf) days – depending on your location and climate zone!
 
It appears that Santa knows me well. This year he tucked into my stocking a copy of Seth Godin’s book, This is Marketing. Actually I’m pretty sure he had some help from Mrs. Claus, but regardless, they both knew I’d get a kick out of this little orange gem of a book. I’ve pulled a quote that I’d like to consider this morning:
 
“Ideas travel horizontally now: from person to person, not from organization to customer. We begin with the smallest possible core and give them something to talk about and reason to do so.”
 
This line really sums up the massive shift we have witnessed over the last 5-10 years in marketing. At the core is this: you need a story worth talking about, and a minimal viable niche audience that you have nurtured, to share it more broadly.
 
Could it all really be that simple?
 
Yes, I think it is. Simple in concept, however often riddled with error in execution. This process recognizes that marketing is both storytelling and customer service. It recognizes that humans like to interact and share stories and experiences that make them look smart, funny or connected to an inner circle. It suggests that good marketing takes time and must be nurtured. And above all, it recognizes that every business needs to own a permission asset, be it subscriber or membership based, that allows it the privilege to contact customers, and continue to earn trust in every action it takes. Nurture the niche and let them talk.
 
But it all starts with having a story worth sharing. A story framed from the customers perspective, about a change you help them make. If the change you seek to make can’t be talked about, you may need to find a different change worth making. Framed from the customer's perspective, you help them make it THEIR story, about your company, not just YOUR story. Get the difference?
 
Have a think on that as you sip your coffee or tea this morning. And if you feel like it, let me know what’s in your cup - mary@charleson.ca Mine is Kicking Horse in the stainless-steel engraved mug we gave my Mom when she first moved to BC to be closer to family. While Mom left us in 2017, sipping from her mug brings peace at this time of year.
 
That’s it for this week. it's a short insight, but a pretty BIG concept. We’ll revisit it next week when looking into goals and objectives for the new year.
 
Until next week,
See you in 2019
Mary