I was watching the news this evening and squealed in delight at this example of a targeted niche. A local personal trainer developed specific exercises to pinpoint that tricky area of the body known as "back fat."
As soon as I heard that, while I was stuffing a cupcake in my mouth, I reached back and pinched the pesky blubber that has crept onto my once taut back from two pregnancies, no exercise and too many late-night blogging snacks.
As a member of this guy’s target market, all I knew is that I have back fat and this guy knows how to get rid of it.
The great thing for him? Of course he works out every part of your body, just like every other trainer in the area. But he developed a specific differentiating hook, and because of it, people will be lining up outside his door to work with him. Not to mention that his timing for press was excellent: half past Halloween (where kids eat 1 pound of candy and parents eat 5 in their attempt to "save their kids’ teeth"), a quarter past Thanksgiving with the obligatory 12 pieces of pie and 3 quarts of gravy, and 2 minutes to Christmas where 5 pound See’s Candy boxes appear on your doorstep from neighbors you barely know.
Can you see how much more compelling this hook is than "lose 15 pounds and feel great!"?
How can you turn your boring, generic marketing into back fat?