My copywriting may not be your cup of tea (or copy)… and that’s OK

Mad Hatter's Tea PartyWhen you set up your business, you spent some time thinking about who your target market was. Well, I hope you did. Then again, a lot of startups make the mistake of thinking they’re selling to everyone with a pulse (and preferably a credit card). I get that. I started out as a freelance copywriter thinking I could write anything for anybody.  Full disclosure: I can’t. I have a particular voice and it’s not going to suit every brand.

No business is selling to everyone.
Even toilet paper brands specialise: there’s your top-quality, quilted, double-sheet (for sensitive… souls), recycled paper (for the crunchy hippy types), your socially responsible brands (for the kind-hearted), the low-priced-and-admittedly-disappointing paper (for those who have started a freelance copywriting business)… you get the picture.

It is actually a heck of a lot easier to decide who you aren’t trying to sell your product or service to. A few elimination rounds and your strategy meeting is sounding a lot like a game of ‘Guess Who?’.

Repelling the wrong customers is a thing
Yep, finding your niche is as much about exclusion as it is inclusion. That’s why I’ve approached my copywriting business in this way. There are a lot of great writers out there but they all have one thing in common. None of them can do everything well.

My best chance of running a successful copywriting business is to stay in my lane… otherwise I’m shifting around and losing speed, trying to be all things to all people.

I do me. It may not be for every business but that’s OK.

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Image credit: John Tenniel [Public domain], via Wikimedia Commons

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