Welcome back to the Attention Podcast, where you’ll learn how to gain and retain the attention of your buyers to grow an audience. I’m Dan Sanchez and today I talked to Nick Bennett who is the Founder at Harness & Hone about Niche Design.
In this interview, Nick shares his invaluable insights on how conventional marketing wisdom has led us astray, and why effective communication is the key to successful marketing. So grab your headphones and get ready to dive into the world of impactful marketing communication!
Focus on Communicating the Problem
As marketers, it’s easy to get caught up in the latest tactics and strategies, but we often overlook the most critical aspect of marketing: effective communication. Nick emphasizes the importance of clearly communicating the problem that your product or service solves.
By understanding the problem and effectively conveying it to your audience, you differentiate yourself from competitors and showcase the value you bring to the table. Remember, the more expensive and considered your product is, the more valuable the problem needs to be, and the more aspirational the future without it.
“Nobody cares about the benefits of the thing that you have if they don’t understand the problem it solves for them.”—Nick Bennett
Evangelize the Future Without the Problem
To truly capture your audience’s attention, you need to paint a vivid picture of the future without the problem your offering solves.
Nick introduces the concept of evangelizing the future, where you describe the outcomes and benefits as if you’re already living in that future. By focusing on the business outcomes or new abilities that your product or service allows, you make the future desirable enough for people to invest in. This is where visionary leaders play a crucial role, publicly communicating and showing people what that future looks like.
“You have to talk about it like you’re already living there.”—Nick Bennett
Building a Point of View (POV) and Language
Another essential aspect of effective marketing communication is building a unique Point of View (POV) around the problem you solve. Nick emphasizes the need to frame and name the problem, discuss its ramifications, and give it language for communication. By developing a specific POV and using distinct language or terminology, you create a niche and differentiate yourself from the competition.
This helps you become the go-to resource in your industry and sparks word-of-mouth marketing. Remember, the point of view allows you to communicate the problem clearly and suggests that you have a solution.