Como pessoas comuns CRIAM NICHOS que valem ouro

Exploring How Ordinary People Create Gold-Valued Niches: A Vision of Ontological Marketing

Key Concepts: Niche marketing, sub-niching, ontological marketing, cultural contradictions, personal branding, product ladder, network of offers, three Cs (Competition, Audience, Specialist), functional benefits, dimensional benefits, emotional benefits, worldview, ideological status quo.

Traditional Niche Marketing vs. Ontological Marketing

Zara begins by contrasting the traditional approach to niche marketing (niche -> sub-niche -> product) with a new vision: ontological marketing, which emphasizes "being your niche." The traditional approach, while common, makes it difficult to differentiate oneself.

Example: Apartment gardening can be sold from health, wealth, or happiness perspectives, demonstrating how the same product can attract different audiences based on its presentation.

Gary Halbert's Market Vision

Zara references copywriter Gary Halbert's "The Boron Letters" to illustrate how to choose a niche. Halbert suggests:

1. The best customers are those who have already bought something expensive from you.
2. A "hungry audience" with an urgent problem is the greatest competitive potential.

Halbert's approach, viewed through conventional marketing, involves defining a market, niche, and sub-niche.

Example: Wealth market -> extra income niche -> digital marketing sub-niche.

However, excessive sub-niching can reduce the audience size, although it can increase relevance and personalization. Finding the balance between audience size and offer specificity is crucial.

The Three Cs: Competition, Audience, and Specialist

Drawing from Kenichi Ohmae's concept of the three Cs (originally Company, Customer, Competition), Zara reinterprets it for info marketing as Competition, Audience, and Specialist. The goal is to create a competitive differential that avoids the "red ocean" of high competition and instead focuses on the intersection of audience needs and the specialist's offerings.

Product Differentiation: Functional, Dimensional, and Emotional Benefits

To achieve a competitive differential, Zara outlines three layers of product benefits:

1. Functional Benefits: Basic aspects of the product (e.g., "learn techniques to manage your time effectively" in a productivity course).
2. Dimensional Benefits: Adding depth and tangibility to functional benefits (e.g., "imagine finishing your day with all tasks completed, feeling realized and without stress").
3. Emotional Benefits: Connecting functional and dimensional benefits to the client's emotions and values (e.g., "feel more confident with the sensation of total control over your routine").

Product Strategy: Product Ladder vs. Network of Offers

Zara discusses two strategies for organizing multiple products:

1. Product Ladder: A linear progression of products with increasing value and price, such as webinar -> ebook -> course -> live events -> mentoring -> mastermind. This strategy focuses on gradually increasing the customer's lifetime value (LTV).
2. Network of Offers: An interconnected ecosystem of products and services that complement each other, allowing for multiple entry points and paths. This strategy also aims to increase LTV but offers more flexibility.

The Limitations of Product-Centric Marketing

Zara argues that focusing solely on the product has limitations:

1. Competition can copy or surpass your competitive differential.
2. Audience desires can change unpredictably.
3. In the Brazilian market, influence and personal connection are crucial, making the messenger as important as the message.
4. Traditional strategies give little relevance to the specialist's personality, sacrificing the greatest asset of a personal brand.

Ontological Marketing: Being Your Niche

Zara introduces ontological marketing as a solution, emphasizing the importance of cultural context and personal identity.

Key Idea: People want a worldview, not just a product.

Cultural contradictions arise when individuals cannot achieve the ideological status quo of their cultural context. Cultural movements emerge in response to these contradictions, feeding myths of identity.

Example: The American hippie movement arose from dissatisfaction with the puritanical, war-driven culture, leading to various myths of identity.

Ontological marketing explores who you are and the cultural layers of behavior around you, creating loyalty that transcends competition. It focuses on values, norms, and symbols that influence behavior.

Practical Steps to "Be Your Niche"

1. Identify Cultural Contradictions: Look for contradictions in your life, as they likely exist in your audience's lives as well.
2. Refine Your Worldview: Communicate it clearly and consistently.
3. Develop Educational and Inspiring Content: Connect with the values and aspirations of your audience.
4. Show Who You Are: Position yourself as a leader of a movement, influencing market changes rather than just responding to them.

Building Your Personal Brand

Zara emphasizes that "brand is not what you have, it is what you are."

Steps:

1. Start with a personal essay, telling a personal experience and expanding it to a universal experience.
2. Attract an audience with a similar worldview.
3. Create content that makes sense from your perspective.
4. Illustrate the importance of what you believe and do.
5. Educate your audience about skills and interests that are important for their success.

Conclusion

The true difference in a saturated market lies in positioning your personal brand around your unique worldview, resonating with a specific group of people. By becoming your own niche, you lead and guide people who share your beliefs and values, creating a connection that goes beyond commercial transactions. Ontological marketing is about understanding the cultural and emotional aspects that motivate decisions and building a brand that reflects who you are and how you can help others become who they should be.