Reverse Niching - The Secret to Getting Unstuck
Kim Arnold
Better emails = Bigger profits ??Founder, Email Attraction | Speaker | Author: Email Attraction - Get What You Want Every Time You Hit Send
Picture this: It’s London, 1964.?
Mary Quant miniskirts on every fashionable woman and the Rolling Stones climbing up the charts.?A time of endless opportunity.
Enter Joan Ball.?A savvy entrepreneur, she sees a gap in the market for a different kind of ‘marriage bureau’ to match young singletons with a potential life partner.
So she starts the very first computer dating service.
But a computer costs more than an apartment, so she has to time-share computer resources.?She uses punch cards to run the participant’s answers through the computer to find a set of answers that match.
And ding ding ding!?She makes match after match!?
So what was Joan’s secret??Well, she used an unusual methodology.
Instead of matching people on shared interests and values, she matched them on?what they didn’t want?in a partner.
This turned out to be far more insightful than just the usual ‘Tall, dark and handsome.’
These days, marketers call this ‘reverse niching.’
It’s a useful tool to help you think differently – focussing on antitheses, not the theses.
The don’ts, instead of the dos.
So if you’ve been going round and round for days trying to find the right words…getting more and more frustrated, try Joan Ball’s approach.?Try flipping things on their head.
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For example, if you want to….
…hone your personal brand, ask yourself:
…describe a service or business, think about:
…explain a new concept or idea, ask:
And, like Joan, you can even use it on the dating scene to find your dream partner*:
Reverse niching is a great way to unlock ideas and conjure up words whenever you’re stuck.?
Give it a go and let me know how you get on!
I'm a marketing and brand consultant and communication coach. To get your business off that comfy old couch and out there winning business, visit?kimarnold.co.uk?or drop me a line at?[email protected].
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