Your Niche: Cheaper or Greater?

We all know the lure of a good deal. Slashing prices or offering the newest gadget can certainly grab attention and bring in a rush of customers. That's one way to carve out a "niche" – being the cheapest or the freshest face on the block. But is that the legacy you want to build?

Think about it. A niche built solely on being "something cheaper" is a race to the bottom. Someone will always be able to undercut you, and your value becomes solely tied to price. Similarly, a niche based purely on being "something new" is often fleeting. Trends fade, and what's cutting-edge today is old news tomorrow.

Now, consider a different kind of niche: "something greater." This isn't just about what you sell, but why you sell it. It's about tapping into a deeper purpose, a set of values that resonates with your customer (internal and external) on an emotional level.

---

​The Short-Term Spark

• Attraction: Immediate price sensitivity or novelty.
• Loyalty: Often transactional and easily swayed by the next cheaper or newer thing.
• Impact: Can drive initial sales but may lack lasting connection.
• Example: The flash sale website with deep discounts on random goods, or the latest trendy gadget that's quickly replaced by the next innovation.

​The Long-Term Flame

• Attraction: Shared values, a sense of belonging, and a desire to support a meaningful cause.
• Loyalty: Stronger and more resilient, based on emotional connection and shared purpose. Customers become advocates.
• Impact: Creates a lasting brand identity, fosters community, and can drive consistent support even without constant discounts.
• Example: The sustainable clothing brand that champions ethical production, the local coffee shop that actively supports community initiatives, or the tech company dedicated to digital accessibility.

---

The Occasional Spark is Okay,
But Build the Flame

Offering a discount or a new feature can be a great way to introduce people to your brand and your "greater" purpose. Think of it as a little spark to ignite interest. However, your long-term strategy should focus on nurturing the "greater" aspect of your niche.

When you rally your customers – both your paying audience and your internal team – around a shared purpose, you build something far more powerful than just a business. You create a movement, a community, a lasting impact. This kind of niche isn't easily replicated by a lower price or a fleeting trend. It's about the heart of your brand, and that's a value that truly endures.

Dive deeper for some suggestions on how you can ignite a spark and build the flame.