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