“At #NEIGHBORHOODBOUTIQUES, you can hang out, create a space for your existing business or build a new business, create great business connections and gain qualified referrals, compliments and references, enhance your business and that of others.
Give as much as you can and take away all you can from other women in the community as well as those who visit the boutiques on a daily basis. Neighborhood Boutiques is about sharing who you are and what you do with other women to support each other’s growth in the world as women business owners.”
Kerry Hales, a wonderful business woman in the UK, wrote this “marketing message” a year ago for NEIGHBORHOOD BOUTIQUES . I read, tweeked for specificity and promptly filed away to recover when we launched in Beta format which occurred on September 22. I have to admit – I forgot it was tucked away for future use!
I’ll not deny the fact! This is a “commercial”. One that is aimed at a specific ‘niche’ market of women who own a small business. Or women who are a majority or at least an equal partner in a small business. A market that is often overlooked when folks search out with whom to do business.
Linked In is great! If you’re a woman in a full time professional role or leading a major professional operation. Twitter will net us an audience. But again that may not be the audience we’ll attract to do business with us. And while Facebook is a great place to hang out for both personal and business – it may not provide great positive impact to our bottom lines! Then there’s Pinterest, Google+, Instagram and a multitude of other platforms were we can share our message and “hope” it gains an audience.
“But Hope” is not a strategy. It rests in the hearts of women who know that to give substance to hope requires a plan! TWEET THIS
The internet is ever changing. Google started much of the change by redoing it’s algorithms and turning the focus on quality vs quantity. In other words, substance vs substantial. Substantial in terms of numbers. Now it’s about the quality and amount of content. About nimble vs lumbering. Niche vs the world!
“Niches” are small – nimble to manage and easy for folks to be found! And being “found” is the name of the game. Is it not? TWEET THIS TOO!
Recently, a woman who owns a small business asked me what NEIGHBORHOOD BOUTIQUES is:
“Well, we’re an Etsy concept; but nothing like Etsy – except conceptually!”
Yes, we’re like Etsy in that member-owners build a micro-website or web-store of 3-5 pages (or more); specifically designed for a unique target market defined by one or more commonalities! But that’s where the Etsy comparison ends!
It ends when it comes to size. And ownership of a woman’s site.
I don’t know about you – but I don’t consider a ‘niche’ to be so large that ‘small folks’ don’t get found because the ‘niche’ umbrella is huge! Or they don’t get found because they’re not marketing guru’s with a huge database in their hip pocket. Or they don’t have the time to market or do so effectively! Or they don’t want to lose their individual identity. And they want to have a main website to compliment their presence in a warm, welcoming niche “neighborhood” where women support each other!
Most importantly, the comparison ends with the heart or essence of who and what #NEIGHBORHOOD BOUTIQUES is!
You may not think this matters. And in strictly business terms, perhaps it doesn’t. But in terms of caring about a neighborhood of like-minded individuals who look to leadership – and each other – it makes all the difference in the world.
In the title I asked the question “why – what for?” In a world where connections can be made across space and time in ways we never imagined; we are still a “lonely planet”. Lonely people looking for companionship via real connections – real friendship – real care and concern. Real in that it doesn’t matter whether we ever do business with each other or not! Real because we share something in common. Real because I have something that will help you – and you have something that will help me!
We won’t find that anywhere but in an old-fashioned niche, built on the foundation that held old-fashioned neighborhoods together like glue! “Heart and essence”. That too makes all the difference in the world!
Tomorrow, the commercial continues! But it turns the corner and introduces “heart” and “essence“. The very things that set NEIGHBORHOOD BOUTIQUES apart from the conceptually-similar. Where the conceptually-similar pale in contrast!
Linda S. Fitzgerald, Visionary Partner
Champion of Ordinarily Extraordinary Women of the World
A Women’s Place Network, Inc. dba
Affiliated Women International
Neighborhood Boutiques-OPEN FOR BUSINESS
Empowering Women to Thrive
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[author] [author_image timthumb=’on’]https://pbs.twimg.com/profile_images/2382941337/pjm5n494765lxfks49h7_400x400.jpeg[/author_image] [author_info]My passion is to see women become all they are designed to be – personally and professionally. I write, teach, mentor and coach with that passion in mind. As an author and prolific blogger, I reach out to women in all walks of life, especially women of faith to empower and equip them for greatness. [/author_info] [/author]