Every week I hear something similar to this- “I don’t have to niche, my business can help everyone.”
Last night Mike and I DJ’d at a friend’s brother’s wedding. We jumped at the chance largely because of the amazing location, The Quarry Amphitheater, but also because the groom had heard us play at his sister’s wedding, so we figured he knew what we were all about, musically.
As prep, we asked the B&G to provide a list of their kind of music, special songs, songs that will connect with their guests, because they wanted the dancing to be a bit part of the wedding. We also asked them for a list of what not to play- which is often a very useful insight!
So we kicked off the dancefloor, and worked through their list, and it went off! I actually got a bit scared and thought we had peaked too soon! We played music we would never usually play, and were amazed at how much the crowd of friends and family were into it.
We played a couple of 80’s tracks, and then I thought, well, this is working well. I dove into one of my fav tracks from then- They Might be Giants “Birdhouse in my Soul”. For me, it’s a great tune about friends, love and looking out for one another- the perfect wedding track!
Suddenly, the heaving dancefloor of around 40 people stopped.
They just stopped, and looked at each other (and me) confused as hell.
I’d killed the dancefloor.
An absolute classic track in my mind, and no one there got it.
I almost died.
For the rest of the night, I was terrified of going off piste again. While a lot of their chosen music was unfamiliar to me, even stuff that I really disliked, I was scared of jumping back to my old party favs in case I killed the floor again.
So I stuck with their niche. And the party went on.
The B&G knew their niche, they knew their guests and what songs would resonate, and even though I’ve been to tens of weddings where “Birdhouse” got everyone pogo-ing around like lunatics, it didn’t resonate with this particular group of people.
Yes, you can probably help everyone (just like we had music for “everyone” in our crates).
But to really engage people, to inspire them, to connect with them, to help them, you need to understand your particular niche in far greater detail than thinking about just “everyone”.
If you’re missing the mark with your marketing, if you’ve got bad clients, refunds or just not making sales at all- it’s probably that you don’t have a clear idea of your niche.
Don’t be like me last night.
Don’t kill your party by playing the wrong music!