Should a copywriter niche down?

Should Copywriters Niche Down?

ByCarol Bryant Last Updated on

There are many good reasons for copywriters to niche down. Niching down means delivering targeted value to clients and staying ahead of industry news, trends, and developments.

To niche down is to write for a specific industry or specialty. For example, a copywriter may choose to write a specific type of copy – landing pages, email nurture sequences, sales pages, print copy, and more. You can also be a copywriter who offers services to a specific industry or target demographic as I do – the pet, animal health, veterinary, and lifestyle sectors.

Think about journalists who cover a specific beat, an area of specialization where sources and expertise have been developed. Similarly, niche copywriting is aimed at a particular audience(s), industry, or market segment.

So should copywriters niche down? Here are the pros and cons of niching down and how you can decide what is best for you and your business. Plus, I’ll explain why I decided to niche down.

Should Copywriters Niche Down?

If you are new to copywriting, it might be best not to niche down as you get started. According to the Nicki Krawczyk who founded Comprehensive Copywriting Academy, get experience before you decide to niche.

“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,” Krawczyk says. “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.”

At first, she recommends viewing copywriting as your niche, with projects in everything from landing pages to SEO on websites, paid ads on Meta to writing in a brand’s voice.

My colleague and friend Pam Foster, Learning Chief at AWAI (American Writers & Artists Institute), says picking a niche industry can help attract more clients. Pam has been a mentor to me over the years, and she herself has found freelancing success through niching down.

Pam says the best way to choose a niche industry for your writing business is to, “start with a niche you already know about and give it a shot – don’t worry about being locked into it for life.”

As an experienced copywriter, my advice is to choose a profitable niche (or two or three) if that’s something you feel adamant about. I know some copywriters never niche down, as they prefer to generalize and write copy for any niche and any specialty. If you prefer to niche as I do, here are the pros and cons.

Pros and Cons of Niching Down

Pros of Niching Down

  • Reputation. Prospects will get to know you as the go-to person for your specialty, which also helps with referrals.
  • Stand Out From Your Competition. For example, if you are a tech copywriter, your clients are anyone in the tech space. However, if your audience/niche is more specific, you’ll stand out in a flooded pool of tech copywriters. Perhaps you become a UX copywriter who specializes in user experience and SEO.
  • Targeted Audience and Expertise. Niche copywriters understand the pain points, needs, preferences, and more of their target audience. Unlike a general copywriter who is learning about an industry as they sign clients, a niche copywriter is a specialist. Personally, this specialized knowledge, staying current with industry trends, and being immersed in specific niches allows me to bring a dedicated voice with experience to all my clients.
  • Enjoy Your Work. If you spend all day writing copy for a specialty you are not interested in, things will get pretty dull or frustrating. I tried it, so I know. Choosing a specific niche that is both profitable and gives you joy is key, especially if you are freelancing. Most freelancers work for themselves so they can choose the projects and clients.
  • Higher Value Proposition. If you’ve ever gone to a family doctor and they refer you to a specialist, you know there are generally higher fees involved. Commanding higher rates is possible because of this specialized knowledge, experience, and skill set.

Cons of Niching Down

  • Broader Client Opportunities. G