This picture is an excellent example of niche marketing and seduction. Snowbird Ski Resort is telling 99% of skiers to stay away, but they are simultaneously screaming for attention for a certain kind of customer.
Just in case you can’t read the text of the review on the ad, it says: “I’ve heard Snowbird is a tough mountain, but this is ridiculous. It felt like every trail was a steep chute or littered with tree wells. How is anyone supposed to ride in that? Not fun!” – Greg, Los Angeles, CA.
Snowbird Ski Resort is seducing me.
Think about marketing as seduction.
You are trying to entice your client, or potential client, into a more meaningful, significant relationship with you. You are creating a situation that will cause them to lower their guard, be vulnerable and trust you.
Everyone who desires an audience must master the art of seduction.
The critical truth about seduction is that it only works when the other person wants to be seduced. Obviously it’s a lot easier to seduce someone whose worldview, attitude and values make them open for it.
We know that we’ll be more successful building an audience if we are specific about who we want to work with. But when it comes to seducing, we want to treat everyone the same.
When businesses stage experiences, they are seducing their audience, enticing them to let their guard down, to share, and if they feel like it, linger. We want customers to be transformed by their time with the business.
This only happens when you build an experience for a single someone, and nobody else.