4 Tips To Define Yourself In The Market

standing out


valentine-gift-giorgio-armani.jpgValentine’s Day is just around the corner and the dating and break-up e-mails are trickling into my inbox. The unfortunate thing about these messages is that I delete them before I ever read the second sentence. Why? Because my website, Hitched, is not a dating website nor does it have anything to do with single life. Hitched focuses exclusively on married life. With all the dating and wedding planning resources out there, we have created our own niche focusing on the “happily ever after” part.

Defining a market can be tough, but year after year companies come along and break through the noise. The best part about these businesses is that they don’t have to be first, they just need to maintain a clear vision and resonate with their consumer. For example, Apple didn’t create the digital music player or the tablet computer, however both the iPod and the iPad really defined those markets.

I mentioned the many e-mails coming into my inbox that I’m not interested in, but to be honest, the ratio of appropriate and on-target pitches I get has dramatically shifted since we launched Hitched over six years ago. Here are a few steps on how we’ve defined our market with the hope the information helps your business as you break new ground.

1. Be explicit about what you do. I can’t tell you how many times someone has mentioned a company to me and I’ve gone to their website and had to dig around and read multiple paragraphs on their About page before I had a clue what they did. Don’t make it that difficult. We put our tagline right at the top of our website that explicitly states what we do, “Hitched – entertains, educates & inspires marriages.”

2. Correct people when they get it wrong. We’ve had the good fortune to get mentioned by industry experts, media outlets, bloggers and others. Every once in a while someone will get it wrong and say that we’re a singles website. In the politest way possible I provide them with the accurate information and kindly request they make the correction. By ignoring this wrong information, the internet has a way of perpetuating false data—it’s best to stamp it out as quickly as possible to minimize the misconception.

3. Inform press relations. Since we produce editorial content many PR firms contact us pitching various products, services and personalities. Every once in a while (even when they have us pegged wrong and before I hit the delete button) I might see a product we would want to mention or feature. In these instances I’ll contact the PR rep and inform them that we’re interested, but that the pitch was off. Most reps have expressed appreciation because it has allowed them to refocus their efforts to provide more appropriate clients and queries in the future.

4. Have a conversation with your customers. When you’re doing something new, sometimes you just need to have a conversation and reassure people what it is you’re doing. This is where social networks shine. On many occasions I’ve had people confirm with me on Twitter what they thought they knew and understood about our website. They were right, but since it was different from other relationship resources they had come across they just needed a little reassurance. Being available and having that direct contact has helped our message stick.



16 thoughts on “4 Tips To Define Yourself In The Market

  1. The following time I read a weblog, I hope that it doesnt disappoint me as a whole lot as this 1. I mean, I know it was my alternative to discover, but I really believed youd have 1 factor fascinating to say. All I hear is often a bunch of whining about something which you would repair any time you werent also busy in search of consideration.

  2. Hello there! This blog post couldn’t be written any better! Reading through this article reminds me of my previous roommate! He continually kept preaching about this. I will send this article to him. Fairly certain he’s going to have a very good read. Thanks for sharing!

  3. I blog frequently and I really thank you for your content. This great article has truly peaked my interest. I’m going to book mark your blog and keep checking for new details about once per week. I opted in for your RSS feed too.

  4. An intriguing discussion is definitely worth comment. There’s no doubt that that you should write more on this subject, it may not be a taboo matter but typically folks don’t speak about these subjects. To the next! Many thanks!!

  5. My spouse and I absolutely love your blog and find the majority of
    your post’s to be what precisely I’m looking for.
    can you offer guest writers to write content in your case?

    I wouldn’t mind writing a post or elaborating on a number of the subjects you write in relation to here. Again, awesome web site!

  6. Excellent website you have here but I was curious if you knew of any forums that cover the same topics discussed in this article? I’d really love to be a part of online community where I can get comments from other experienced individuals that share the same interest. If you have any suggestions, please let me know. Many thanks!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s