One of the first things I was told when I became a freelance copywriter was that I should have a niche.
Other copywriters talked about how having a niche sets you apart from your competitors and improves your earning potential.
But how do you choose a copywriting niche that’s right for you?
What do you most enjoy?
If you’re new to your field, you shouldn’t feel pressured to find a niche straight away.
When I first started, I offered every kind of copywriting I’d trained to do and didn’t turn anything down. This gave me a good grounding and helped me decide what I liked doing — and what I didn’t.
I chose to freelance because I wanted to work on my own terms and do things I enjoy. The services I’m offering now reflect the choices I made to help me achieve that.
Are you specialist, generalist — or a bit of both?
Specialist copywriters tend to focus on one or two specific subjects.
Generalist copywriters write on a wider range of subjects.
I prefer being a generalist copywriter because it gives me more variety, but I also have some specialist subjects from my background.
Do you prefer a subject niche or project niche?
Your copywriting niche could be your specialist subject and you might write a wide variety of materials on that specific subject.
Or you might decide to niche by project. For example, if you’re a great email marketing copywriter, you could focus on writing marketing emails, but do it for clients in a wider range of industries.
As a generalist copywriter, I’m happiest writing on a wide range of subjects. Where I niche is on the project side, with website copywriting, content writing and conceptual copywriting for visual communications.
Where are the gaps in the market?
What are clients asking you for most often? Blog articles? SEO copy for the web? Social media posts?
Look at what your closest competitors are offering, then offer something different.
Devote your time to researching, studying and practising that one thing and you could become the go-to person for anyone who wants it.
Where can you add most value?
What is your skill set? What are your strengths? How can you best help other businesses?
Playing to your strengths is a surefire way to give your services extra value and position you at the top of your game.
Finding a niche is not obligatory. You don’t have to choose one if you don’t want to.
If you do decide to niche, choose something you can do well, something you feel invested in and — most importantly — something you enjoy.
About the author
I’m Jenny Lucas, a UK copywriter, based in Leicester.
I became a copywriter in 2005 after six years working in design and marketing.
In 2017 I decided to give up having a day job and freelance full time.
Today I’m a generalist copywriter who specialises in copywriting for websites, content writing and conceptual copywriting for visual communications.