I was in my family room recently watching a basketball game when I got a text from my wife saying, “Forgive me, but I have to check out farmersonly.com.” In a matter of a minute, I got another text saying, “Damn, I have to enter an email address, but go to YouTube and watch their commercial.”
So I did. I crinkled my brow, laughed a bit and marveled in the sheer simplistic singularity of it.
Farmers only.com is a dating site for “Farmers, ranchers and country folks.”
We say all the time how important it is for brands to be single-minded and to take a stand in saying who they are for and who they are not. I have to tell you, seeing its ad and site, farmersonly.com seems to be doing the right thing from a positioning perspective. I doubt it has hit an emotionally intensive message, but its position is at least single-minded that is leaps and bounds ahead of the vast majority of businesses today.
Kudos to you farmersonly.com, work on your message and you could really have something.