One of the eternal laws of marketing is that if you try to make a product that appeals to everyone, it will end up appealing to no one.
Case in point…
Back when I lived in Columbus, there was a famous ice cream shop called “Jeni’s” that had a raving fan base.
Hundreds of people would line up down the block every single night to get in.
It was the “go to” place if you were on a date…
Or if your kids had a late night craving for some ice cream.
So every night it was packed…
And here’s the kicker…
Jeni’s isn’t cheap.
A small cone at Jeni’s is like $8-$10.
Easily double what you’d pay for ice cream at most places.
Yet, people still lined up every night…
Now to me, Jeni’s is a prime example of how to create a product for a very specific person.
Their ice cream is not made for “the masses”.
It’s made for foodies…
It’s why they have flavors like “Midwest Whisky and Pecans”…
Or “Dark Chocolate Truffle”…
Those flavors aren’t gonna appeal to the guy who’s happy chowing down on a tub of Breyer’s from the grocery store.
They appeal to foodies…
Someone who cares about ingredients…
And how things are made…
I remember listening to an interview Jeni did on the radio once, and a guy called in saying “I love your ice cream, but is there any way you can make it cheaper? Maybe use different ingredients?”
I’m sure this is a question she gets asked all the time…
So without missing a beat, she responded “I could use cheaper ingredients, but then it wouldn’t be my ice cream. It’d be just like every other ice cream out there. What would be the point in that?”
It was a perfect answer.
And one that made me realize the power of knowing who your product is for…
Jeni’s thrives because they make ice cream that is unlike anything else out there.
And it’s why she’s been able to grow a little scoop shop in Columbus, Ohio into a huge national brand that is all over America today.
Like I said, her ice cream isn’t for everyone.
But for the people that it is for…
There’s no other option.
They simply love it.
They’re team Jeni’s all the way.
That’s the power of creating a product that appeals to a very specific person.
Something to keep in mind the next time you’re coming up with a new product…
That’s all I got for today…
– Justin
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