August 25, 2026

Reader Story re The Upside of Niching Down

Fellow list-member Kevin Peter replied to my niching down message to share an example where specificity worked to attract him as a buyer (shared with permission):

Jonathan,

I’ve noticed this messaging recently when I’ve been looking for moving companies. I am renting a moving truck for a long-distance move for me and my family, but we don’t want to pack the furniture and boxes in the truck ourselves, which can be tricky with delicate or odd-sized furniture. Unloading is a lot easier than loading.

So I’ve been specifically looking for moving companies that can provide only the labor and packing materials for loading a truck we rented. I’ve been ignoring the companies with a generic moving message and concentrating on the companies that specifically list that service in their core message. I know these companies already provide this service, whereas attempting to find out if the other companies will do this may result in a lot of wasted time and frustration.

—Kevin Peter

Granted, a moving company listing a particular service it offers isn’t the same as niching down, but it is an example of something specific winning over something vague.

If a company specialized in “helping homeowners move delicate or odd-sized furniture”, that’d be more like a niche... and probably the first company Kevin would call.

Yours,

—J

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