If you’ve been following along with this week’s posts in the Science of Copywriting Facebook group, you’ll know I’ve just finished a 3 part series on getting clients (it’s a far bigger topic than these 3 parts can possibly cover, but they will give you ideas, some of which you may not have thought of before).
And you’ll also know I mentioned that this week’s newsletter will look at how to think about niches. So let’s do that.
When you’re starting out, you either have a niche or you don’t. If you do, you’re all set. You’re one of the lucky ones who has a passion for something.
The majority of us don’t.
We love writing, but have no particular interest we feel confident enough to call our own.
The problem is, all we ever hear is that if we don’t niche down, we’ll be just like everyone else, which means we won’t be able sell our services because there’s too many other people like us.
When we’re not sure who we’re writing for, or what we’re meant to be writing about, we focus on everyone who might want our services, and we end up with watered-down copy.
As we know, watered-down copy is exactly what we DON’T want to be known for, so the problem gets worse.
Most articles on niching down start by naming the top 3 areas to focus on, then go on to explain the pros and cons of each one so we can make an educated choice and pick one.
The mantra is “Health, Wealth, and Relationships: Choose One.”. This is good advice. I recommend it. But it’s only one way of choosing. We could do this another way: Legal, Banking, or Politics: Choose One. Or how about: Retail, Manufacturing, or Distribution: Choose One.
Whatever you think of those choices, once you’ve decided to go for one, your copy becomes that much easier to write (both to attract clients, and to write for those clients).
But if you fail to choose an industry or topic to start with, you’ll start nowhere, and nothing is more soul-destroying than being ignored – whether you’re starting out or once had success and then lost it.
If you’re still unsure about whether to start by choosing an industry, niche, or topic, then read this again. I hope it changes your mind (because it will need to if you want faster success).
My favourite piece last week was Fish (or the Push and Pull of marketing), but perhaps more interesting to many were the following 3 posts about business. Start with Focus, then Value, then Talk. It will help you get more clients.
With my love,
Science of Copywriting
PS. As always, you can get access to ProCopyClub (the 52 week guided copywriting and business building course) from me any time by joining the ICA as an associate member. Here are the details: https://internationalcopywritersassociation.com/enrol/
I've spent my working life starting and running a whole variety of businesses, from my first QPL Express Couriers where I travelled over 100,000 miles every year delivering packages on a motorcycle (along with a whole bunch of colleagues) to Accountz.com which made a major in-road in the UK, to ProofMEDIA my current business that focuses on Copywriting and the International Copywriters Association, which helps copywriters learn more about copywriting and the copywriting industry around the world.
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