We’ve all seen it in a small town or big city. “The best kept secret.” Maybe it’s a bakery, or a tourism company or an antique shop on the side of the road.
It’s an interesting proclamation because it’s an admission of obscurity while also implying the secret is worth knowing.
But the thing that makes a secret so special is that only a few people know about it. Once you make a billboard about the secret, it no longer feels so unknown.
There are certain groups of people that like finding secret vacation to-dos. Those are the people looking for the underground jazz club or the local guy who takes you on his boat and shows you the harbor. They’re usually not looking for the billboards telling them about secrets.
Then there’s another group of people who want to check off the bucket list and do all the things you’re supposed to do. They want the most trusted whitewater rafting company. They want the highly rated restaurant. They’re not looking for secrets. They’re looking for sure bets.
By being the best kept secret, you’re not appealing to main stream consumers, and you’re not appealing to hipsters.
Rather than being the best kept secret, you should be the best for a certain group of people. The best diner for families with little kids. The best boating trip for seniors who love history. The best bakery for digital nomads.
Then you won’t have to worry about being a secret because those people will tell their friends. You won’t live in obscurity because you’ve stood for an experience that works for a specific kind of person. Your diner for families isn’t the right venue for a business lunch. But that’s okay. You don’t want them anyways.
Instead of making the sign about being the best kept secret, pick an audience and be the best for them.