Making Your Content Meaningful

In our last blog, we talked about being unique and standing out. But being unique without tying it back to what you offer doesn’t work anymore. Those days are long gone, even if your market likes irreverent content.

The secret to creating meaningful content is understanding your customers and what they want and need. You need to see the world from their perspective, which isn’t always easy to do. Especially when you have limited exposure to their world. This is often the case when you’re selling specialty products and services to niche markets.

I got the opportunity to work on a campaign for an extremely high-end furniture company. They were selling museum-quality reproductions of remarkable pieces of furniture. As soon as I saw the chairs I was asked to market, I knew we had to make the chair the centerpiece. The chairs alone were unique, now we just had to make them meaningful to customers.

The audience were high-wealth individuals with a classical aesthetic. They were more likely than new money to have generational wealth, donate to museums, and own antiques. They grew up wealthy and were exposed to art and antiquities throughout their lives.

To them, making their homes reflect their tastes and their unique abilities to procure rare items is a source of great pride and joy. So the natural approach was to play up the craftsmanship, the rarity, and the fact that these were museum-quality reproductions.

“Museum Piece of Conversation Piece” was the first headline. “As Much a Work of Art and a Place to Rest” followed shortly. Both mentioned that these were reproductions from a private collection, and closed with “To add this rare masterpiece…” to reinforce the quality, exclusivity, and distinction of owning these chairs.

Understanding what motivates your audience allows you to craft content that confidently reminds your ideal buyer that this is designed just for them. Done right, your marketing should leave customers knowing that you will deliver on whatever promise you make. 

Unless your market is bargain shoppers, making your product meaningfully tailored to your audience reduces your need to lower your prices or put things on sale. You simply make it abundantly clear that their needs will be met here because you are one of them.

You don't need to be outlandish to be unique and meaningful, but you do need to start with something meaningful to your audience, and then find the unique way to present it. We named this company Unique & Meaningful, because you need both to make an impact.