Quirky Cultural Niches, Something To Tap Into

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There is this quirky Australian movie called " The Castle", (1997) it is about a family that lives by an airport and you guessed it the airport authority wants to extend the runway right through the family home, the only trouble is that it is a family home and the family does not want to shift a David and Goliath battle ensues, it does have a happy ending.

There are numerous one-liners throughout the movie, it is a total classic, one that comes to mind is when someone does something exceptional, the trophy or certificate " is going straight of the pool room ", Aussie "speak ", for that room in the family home where the pool table resides and things of importance take pride and joy. .

A group of Aussies and some American folks watch the movie, one of those nostalgic movie nights, the American folks just don't quite get it, much like American humor as opposed to English humor both are funny, the thing is that they are just different,

Subtle differences in perception of the audience maybe.

Flicking over the ditch the Kiwis have this thing going down with number eight wire, its normal use is in agriculture for making stock fences, urban legend has it that you can fix and create anything with number eight wire.

That's right folks.

Anything.

I can hear the cogs turning, OK that's good for you guys, good-O

I was talking to this chap, today, I said " how do you feel?"

" truth be told not so well, feel like I have been dragged through a gorse bush backward "


For you folks that do not know gorse, it kind of resembles brambles, has the sharpest thorns and the most yellow flowers that belie its sting, just imagine being dragged through a bush, backwards.

Pain, and lots of it!

There is a collective understanding even though we may not of experienced it or have experience of it we just know instinctively that it would be painful and can relate without the experience.

"Just like our cultural humor collectively we just get it, folks outside our realms do not , it is just the way it is."

If you look to the land of the internet central, the folks in Texas think and act a little different to the folks living in NYC, who in turn think and act differently to the folks in Chicago, they all speak English have that slightly different accent and slight differences in thinking and association.


You can almost pick where someone comes from by the way that expresses themselves in the content that they produce and create, the comments they make.

When folks come together in a community they tend to form that collective thinking, inwardly they get it they understand the collective nothing needs to be said they just get it.

So if we look at a niche as being a collection of people who share a common interest, need or passion, they could share a common and collective thinking.

In other words, they get it, folks on the outside looking in do not get it, so if we want to talk to the folks of the collective we need to learn their language and communicate in a way that they will understand.

Do that and we will be accepted with open arms.

The good thing about it is that we do not necessarily have to have the ultimate passion for a niche, the folks that are there can do that for us. So starting out an interest can be a good starting point, when we get into it we can develop a passion.

Folks that are involved have the passion we can just tap into it, and one of the amazing things that happen when that collective thinking and emotion evolves, the group develops a feeling of belonging, once they do that a culture starts to evolve.

They all get it,

From observation, the people involved will spend a small fortune pursuing their passion and fulfilling their need to belong and to enhance their sense of satisfaction, and I mean serious money over an extended time period.

From the outside looking in we can see that as crazy.

The thing is that the folks that are in it and part of the culture

Get it.

As marketers, we can search out those segments where a culture is developing, drill down, observe it, learn the language and communicate as though we get it because as sure as the sun is coming up tomorrow those folks will lap it up, because you are one of them.

Happy days.

You may agree or disagree, would love to know.

Alex Evans

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Recent Comments

22

Hi! Alex, I agree with you. Your post made the best ideas - culture niche. Hmmnn! It seems that this is the awakening post, ha,, I have a very cool idea with it. And that is the very colorful niche, impressive and inviting. That would play with money, time, influence and connections. I let you know in few weeks of how you visualized it. - thanks for a very healthy information. - Lulu

Very interesting post, Alex. This is something we have pondered on for decades living in many different parts of the world.
Cultural differences may be subtle but they are still there. We have been living in Ecuador now for over a year and even the culture here on the coast is very different (and the accent) from Quito, the capital, in the Andes. We always just take our time and listen, watch and learn so that we can better fit in to a new culture.
Of primary importance, in our opinion, is learning the language (or the distinctive idiomatic dialogue even if it is the 'same' language) of a different culture you embrace as in learning this, you will be open to subtleties that cannot simply be translated. You sometimes have to know the language to "get it".
This can and should be applied to our WA business. It is our duty, as you say, to explore, learn and implement these cultural differences so that we really engage and connect.
Thank you very much for your post. Lots to ponder!





Hi...well presented. It's all about research and knowing our audience. We have to be able to relate.
Debbie

Thank you for your observations, Debbie, that is one of the things that can enable us to create content that will speak to our respective audiences.
So true it is all about our audiences, thank you for sharing.

Thanks for sharing, Alex.

Hi Roger, you are most welcome, how is the day panning out for you today.

Hey Alex,
I like the way you think!! Start with an idea and go from there!!!

Tried and True

Elaine

Hi, Elaine it kind of works that way, someone said affiliate marketing was 90% do and 10% thinking.
It may be a 50 50 split.
Thank you for stopping by much appreciated.

A great suggestion, Alex. Thanks!

Hi Netta, good to see you, you are most welcome, how is your journey going?

Hey Alex:

Just had a major epiphany this a.m. As I am working on figuring out my "voice" for my blog, LIFE-BUILT POEMS: Living Out Loud, I am also getting a much clearer idea of who my audience is! A big one for me. Hee!

At least I'm getting an idea of who I want to be talking to. (They are really cool people, actually.)

Being a serial uni-tasker (rather than an awesome multi-tasker) does have a few benefits after all!

Awesome, Netta, it is a real plus if we find ourselves on the way through to discover our voice and the audience that we are trying to reach out to.
I really like that one a serial uni-tasker, if I may that going straight to a spot in the "pool room"

Great post Alex.
Ps those flies that were part of the bonnie doon sequence were ramped up to the max. They really are not that bad. Gun control is tighter in Australia than what they suggested it is as well.

Hi Glenys, thank you, a bit of creative license for sure, thank you for the update.
Classic movie.

Wonderful post, Alex! I really enjoyed learning about these cultural distinctions.

I have a very mixed audience on my sites, about half are American, about 30% are South African and the rest are all over the globe.

So I write in British English, as a South African and try cater to everyone. Not quite sure how I'm getting it right, or maybe I'm not.

Maybe I'm not being specific enough and when I do, my traffic will explode. I'll definitely give it thought.

Hi Lauren, I guess we all relate to homegrown first, the interesting thing is that folks are migrating online so we have this burgeoning new age thing where folks are crossing lines and borders as we relate online.
Hopefully for the better, as new connections are created, ideas shifted and shared.

The language of contact can be one of those works in progress, always space to tweak and try things out, in that continuous search for that life-giving traffic.

Thank you for sharing really appreciate it.

True that, Alex.

I've done quite a bit of training on market research and writing in the voice of your audience but have to say, I question the idea because its near impossible when your audience is multi cultural and across the globe.

I think it's more important to find your own voice, be authentically you. I get the most engagement when I'm just being myself. Showing vulnerability is also a universal way to encourage engagement.

That is such a good point, Lauren, it is hard to write in the voice of your audience when they are dispersed across the globe.
I guess the notion behind it is that we merge with our audience we are one of them part of the family.
So true finding our own voices is what can make what we write attractive to our readers.
Thank you for sharing your insights they are real food for thought.

Hey Alex. Like you I'm an Aussie. Often I have to go over my blogs, and even the content I put on my website, and rewrite parts of it that are full of Aussie colloquialisms. I have to remember that I'm part of a world wide organisation and that, in order for people overseas to understand me, I need to write in a common language that all can understand. However, every now and then my other mischievous self wants to leave a few rip curlers behind. Even in Australia today we are losing the Aussie slang gradually as our children grow up in a world that increasingly centres around the world wide web. It's not that I mind, but how many today would know what a "Good bag of fruit" is , or "she'll be apples", lets have a "Barbie" and don't forget the "Amber fluid". Yes , even though we still have different accents and habits in different areas of this great planet, there are definitely subtle changes happening. The web is one place where people from all countries all over the world, can be one family, and WA is a classic example of this. All the best mate. Jim ...PS Are you an aerial pingpong fan?

Hi Jim, you have raised some really valid points, we area part of a worldwide phenomenon, and people are changing as we become more connected when we create content it can be important to focus on the audiences that we are trying to reach out to. If we do it in the right way they will welcome us on board.

There is a huge migration happening. as folks from all over come together and share their uniqueness

Everywhere we go the people have their own particular colloquialisms, that they use to express, as marketers we can tap into those sentiments.

Like watching rules but a die-hard ruggas fan nothing beats a good game with the odd coldie.

Fantastic read Alex. From an Aussie perspective I just love The Castle, it’s full of our colloquisms and I can well understand that no one else in the world might get it, but we certainly do :)

Has to be one of those all-time favorites for sure Heidi, just speaks volumes and that is the thing if we look at niches from the perspective of the folks that are knee deep into it we can lift the conversion game.

" Good onya "for calling by Heidi.

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