I often sound like a broken record. When I give marketing advice, I am always asking someone to fill in the sentence, only we_________. What is it that you focus on that no one else owns or pays attention to? From the red soul of Christian Laboutin to the one for one shoes of Tom’s, what can you specialize in that resonates with a real audience? How about shirts that are made to be untucked? Seriously. There is a company that focuses on untucked shirts.
Neat and Untucked
By being attentive to a small detail, this firm www.untuckit.com is bringing your attention to an idea that you probably hadn’t considered – most shirts aren’t met to be worn untucked. The tails are too long and they don’t look quite as nice if they aren’t tucked in. Along comes a company that solves this problem.
- What job does your product do for your customer?
- Do you offer something that others don’t?
- Is it possible to be first-in and create a specialized category that gives has a built in story? Imagine the buzz that will get generated by guys telling other guys about these products.
Their online video is as subtle and blatantly sexist like most beer commercials. I wouldn’t have gone in this direction since I think it’s unnecessary and frankly not very clever. Clearly they are targeting young male studs who want to pick up woman. They should have passed on this idea and kept working on a better creative, in my humble opinion.
But you can see in their video, the point they are making and their value proposition. They are grabbing you by the lapel and saying – don’t you want to wear your shirt untucked? They make their case to their audience so that you can be casual but not sloppy.
How are you paying attention to something no one else does in your category?
If you need some help figuring out your red soul, one-for-one or untucked shirt, connect with me to talk. Let’s untuck a big idea.
