A friend of mine from Canada used to come down to Florida to play golf.
Whenever he visited, he would stock up on Excedrin Migraine because they didn’t sell it in Canada.
One day, on the way to the golf course, we stopped at a pharmacy to get some.
They were out.
The pharmacist said, “Just get Excedrin Extra Strength. It’s the same thing.”
I said, “No, no. He wants the one specifically for migraines.”
The pharmacist picked up the two boxes and showed us.
Same ingredients.
Same amounts.
Same pill.
The only meaningful difference was the box.
One said Excedrin Extra Strength.
The other said Excedrin Migraine—and cost about 30 cents more.
Why would someone happily pay a premium for the exact same pill?
Because when you have a migraine, you don’t want a general-purpose pain reliever.
You want the pill for migraines.
Specificity creates relevance.
And relevance creates value.
This applies to almost every business.
Someone who wants a metal business card will feel more confident ordering from a company called My Metal Business Card than from a general printer that happens to offer metal cards somewhere in its catalog.
A lakefront homeowner will be more interested in a Winter Haven Lakefront House Price Report than a Central Florida Real Estate Report.
The information inside might use the same data.
The realtor delivering it might have the same skills.
But one feels general.
The other feels like it was created specifically for them.
Because it was.
This is one of the biggest opportunities hidden inside Profit Activator Number One: selecting a single target market.
Niching doesn’t always mean creating an entirely new product or service.
You may already have everything you need.
You may simply need to identify one specific person, understand what they want, and package what you do so they immediately recognize it as being for them.
Think about the products and services you already offer.
Could one of them be packaged specifically for dentists?
Lakefront homeowners?
Restaurant owners?
Women over 50?
People with migraines?
The underlying product may not need to change at all.
But the way the prospect sees it can change completely.
You may not need a different product.
You may just need a more specific box.