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Copywriting Q&A: The Niche Trap

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Why choosing a niche is a trap for a new copywriter
Many so-called copywriting gurus will tell you that the path to success is to proclaim a niche right away. Today, I’m going to explain to you exactly why that’s 100% wrong and potentially damaging to your career (and then explain what you should do instead). Read on…

Today’s question comes from Ron W., who asks, “I’ve heard that I should pick a niche and focus on building samples and finding clients there. Do you agree?”

This is certainly not the first time I’ve gotten this question; I’m pretty sure some copywriting teachers hang their hats on the “niche” advice as if it’s some kind of magic key to success.

Except choosing a niche when you’re just getting started is not a magic key at all. In fact, it could be deeply, deeply detrimental to your career.

Let’s discuss why that is.

When you’re just starting out in your copywriting career, you can’t possibly know yet what kind of copywriting you’ll like. And, even if you think you like a certain niche, you can’t know whether or not you’d like another one just as much or better.

Now is not the time in your career to limit what you’ll be working on.

But in addition to limiting the kinds of copywriting you’ll enjoy, you also may be severely limiting your career. For example, what if you choose healthcare copywriting as your niche, and there’s no market for that in your city? Or what if the current market dries up? Or the market that exists just isn’t big enough to support you? Or there are already too many other copywriters with more experience to compete against for each job?

Each one of those possibilities is very plausible.

Bear in mind, too, that in that scenario, all of your samples on your portfolio site will be for your healthcare niche. If someone from another industry is interested in you and they come to your site, it’s likely they’re going to assume that you don’t even want their work because it’s in another industry.

Does all of this sound scary?

It should.

At this point in your career, you need to get as many different types of samples in as many different types of industries and for as many different types of clients as you can. Collect samples for ad agencies and in-house agencies, for B2B and B2C, for banner ads, emails, newspaper ads, brochures, websites, magazines ads and anything else you can.

Having a variety of different kinds of samples lets you demonstrate your depth and breadth of ability to any prospective client or employer that visits your site. You want them to see how versatile you are so that it’s much easier for them to imagine you doing great work for them.

This also helps you start learning what kinds of work you do and don’t like. (If, indeed, there is anything you don’t like—I happen to be partial to any work that will pay me money.)

Eventually, you may decide to choose a specialty, but, first, you don’t have to. I never have, and I’ve been perfectly pleased with my career. But if you do choose to, you need to do it only once you’ve had experience with all kinds of different copywriting, and you have a good understanding of how much work that industry has to offer.

And when I say “eventually,” I don’t mean a few months into your career. I mean no sooner than five years into your career. Build your samples to show variety and you’ll give your career a flexibility and potential for growth that choosing a niche or specialty just won’t allow you.

Your turn! What other dubious (or downright bad) advice have you gotten about building your copywriting career? Let us know in the comments below!

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Comments

  1. I’m struggling with this very concept right now. I’ve been writing a lot of different things for many years, i.e. contributing to books, writing blog posts, magazine articles, social media posts, speeches, etc. Some of these were while I was working at a desk job for a government agency. I’ve only been doing honest-to-goodness copywriting on a freelance basis for 16 months. I have a lot of experience in alternative health and wellness, but my biggest client right now is an education company. I don’t want to build my site around either of those “niche” markets because I’d like to write a variety of things in all different subjects (I’m easily bored), but everyone has said I MUST CHOOSE A NICHE as though my life depends on it. You’re saying that’s not the case. You’ve not found clients who are hiring want a copywriter who specifically knows their industry?

    Reply

    • Hi Michelle,

      Yes, there *are* a lot of people out there who will tell you to choose a niche. But while you’re just getting started and trying to build up a business and career, it’s not a good idea. You don’t want to get yourself stuck in a spot that either you don’t like or doesn’t have enough business to support a career.

      There are definitely clients who prefer that their copywriters have some experience in their industries, but they don’t need copywriters who *only* have experience in their industries. In fact, most are savvy enough to understand that experience writing for other industries brings increased insight and perspective.

      The best way to have experience in a lot of different industries and cater to clients who are looking for some experience in their industries is to get a lot of experience in several different industries. Eventually, you may find a niche that you really love and you may decide you want to specialize in it, but making a decision like that is only for when you’ve had plenty of time to sample lots of different types of work. (You may also find you *never* need to specialize—I didn’t.)

      Thanks for commenting!
      Nicki

      Reply

      • Hi Nicki

        This is so timely as I have been contemplating on which niche to serve and it has been almost 5 months now which is why I am stuck! Thanks for your post.

        Thanks,

        Michelle

        Reply

        • Hi Michelle,

          Great! I’m so glad it was helpful! It’s so easy to let decisions keep us stuck. Isn’t it great when it turns out you don’t even have to make a decision at all? 🙂

          Thanks for commenting!
          Nicki

          Reply

  2. Hi there,

    Just wondering how to/whom to target if you’re not choosing a niche? If I knew it was healthcare for instance, I’d look up the typical person I’d be in touch with for, say, health centers.

    Kind greetings,
    Naomi

    Reply

    • Hi Naomi,

      Great question. You shouldn’t use a niche to decide the only kind of work you’re going to do — but you *can* use niches to help organize how you reach out to potential clients. For example, you could first reach out to healthcare companies, then you could reach out to technology companies, then retail companies, etc. Does that make sense?

      One side note, though, is if you’re going to reach out to a company, you need to make sure your portfolio is commensurate with the kind of work they do/need done. For example, if they do a lot of banner ads, you’re going to need to have some banner ads in your portfolio. If they do a lot of direct mail, you need direct mail pieces. These can absolutely be spec pieces, but you just need to make sure your portfolio is prepped to make you an appealing candidate, full of the kind of work they’d want you to do if they hired you.

      Thanks for commenting!
      Nicki

      Reply

  3. As a beginner I have been stuck in what niche I should choose,because my current coach keep emphasizing on the need to stick to a niche. This led me to google which in turn lead to your page. It becomes more clearer after reading this ,I think I would just write for any industry for now and hope for changes in no distant future……Thanks

    Reply

    • Hi Ayodele,

      Yes – when you’re just starting out, choosing a niche is actually a really bad step to take. Give yourself some time to learn and get experience and then, after three or four years, you can choose a niche if you want to. (But you don’t have to!)

      Thanks for commenting!
      Nicki

      Reply

  4. This is also helpful for me to read. This subject caused me a great deal of concern and frustration recently because I had also been advised by prolific coaches to “niche down” from day one of launching a business. While some coaches mentioned that remaining open to other niches was a good idea, they still guided students to focus on a niche.

    Nicki, I think your way of looking at it makes more sense, and I also know a writer couple making high six figures with no specialization either.

    I’m on board with this new approach, but now I need to work out how to best design my business website and branding to convey what I do concisely.

    “

    Reply

    • Hi Phillip,

      Yes, “niche-ing down” is a very common piece of advice and it’s also a very bad piece of advice – at least while people are new to the career. After a few years and some experience people *can* choose a niche but also, as you note, it’s not even necessary then. As to how to design your website and branding, well, we’ve got plenty of resources for that in the Academy. 🙂

      Thanks for commenting!
      Nicki

      Reply

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