Nichify Your Name

by Adam Kreitman

The arrival was highly anticipated.

Then early one beautiful fall morning, the truck arrived with what we’d been waiting for . . . a brand spanking new front loading washing machine – and a dryer to match.

(When you have an 8 month old that is a serious laundry making machine, a new energy efficient, back-saving, programmable washer and dryer with storage pedestals, is a life changer.)

But there was a problem. The pressure of the valves opening and closing in the washer caused a water hammer in our pipes. This is when the pipes shake and shudder so violently that eventually it sounds like they will break open creating a lake in the basement. Not good.

After consulting with my official plumbing problem adviser (Google), I found that there are devices called water arrestors which can be installed to reduce, if not eliminate the problem.

There were a lot of water arrestors out there, and not being an expert, I had no idea which one to choose. And that brings us to the point of this post.

After performing a few searches I came across a search result from Lowe’s that shows they carry something called a “washing machine arrester.” It was the only search result for water arrestors that mentioned washing machines, and they had it available at the local Lowe’s.


When I found the device at Lowe’s, I immediately noticed something that gave me pause. Nowhere on the packaging did it say “washing machine.” It was definitely the same device that came up in my search results – looked the same, had the same manufacturer and price. It just didn’t say “water machine arrestor” on the package. The packaging called it a “mini-rester.”

That’s when Lowe’s marketing smarts dawned on me. If they had called the device a “mini-rester” I’m not sure I would have bought it. By nichifying the name and calling it a “washing machine arrester” on their website, they positioned the product as THE solution for people like me who have washing machines that make their water pipes dance.


So that begs the question, can you nichify the name of your product or service? How do you take the same labels that everyone else is using – consultant, web developer, battery, etc. – and nichify it so you stand out from the crowd?

Instead of a consultant, could you be THE small business social media consultant?

Instead of a web developer, could you be THE web developer for upscale local restaurants?

Instead of selling a battery, could you sell THE rechargeable battery for portable electronic devices?

Because when you use a name to nichify yourself to become “THE” something instead of “a” something, you make your prospects decision to use you (or buy from you) a lot easier.

I’ll leave you to ponder all this while I go do some more laundry.

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