You don’t always need a new product.
You need a new who.
Re-niche what already works, and watch it work again.
Two classics prove the point.
Dan Kennedy’s Magnetic Marketing started as a direct-response system for entrepreneurs and small businesses, then kept finding fresh life by pointing the same system at new groups (podcast relaunch, new packages, and offers framed for today’s owners and pro service niches). The play wasn’t “reinvent the method.” It was retell it for a different buyer.
Mike Michalowicz’s Profit First became a movement by doing the same. The core cash-management system stayed intact while the message and packaging shifted to new audiences, dentists, e-commerce sellers, agencies, and more, each with tailored language, examples, and implementation steps that felt made for them.
That’s re-niching: move the spotlight, not the stage.
How to do it with your offer, this month:
- Pick the next “who.” Choose a segment you already win with (or get regular inquiries from). Don’t guess, pull your customer list and look for clusters.
- Rewrite the promise in their words. Same mechanism, different headline: name their industry, role, metric, and constraint.
- Swap case studies and proof. Replace generic wins with 2–3 stories from their world.
- Tune the delivery. Add one bonus, checklist, or template specific to the segment. Keep the core product the same.
- Adjust the channels. Partner with their associations, podcasts, and newsletters. Distribution is part of the niche.
- Price for relevance. Small lift for tailored value is fine. The premium is in fit, not features.
You don’t need a reinvention cycle. You need a re-niche cycle.
🧠 Key Takeaway
Re-niching turns a proven offer into a portfolio. Keep the mechanism; change the market, message, and proof.
What audience could you serve next with 10% changes to copy, examples, and distribution?