In a sales brochure, most organizations highlight what they are, outlining all the benefits customers will gain from choosing them. A Viking Cruise mailing caught my attention by doing the opposite — featuring an entire page of “What Viking is Not.”
“We do not try to be all things to all people,” it read. “In addition to being known for all that we do, Viking stands apart for all that we do not do.” The brochure lists 16 things in this category, including no casinos, no formal nights, no inside staterooms, no umbrella drinks, and no nickel and diming. Talk about knowing your audience.
Whether you feature it in your marketing materials or not, it would be a helpful exercise to make your own list of what you are not. How do you differ from your competitors? What don’t you provide that others charge for? Who should not avail themselves of your services?
Nobody is for everybody, even if they try to be. Become more clear on who you are for by articulating what you are not.
Thanks, Meg!
