Don’t be scared to niche

Posted on 8 July 2021 by Karen


In a recent blog post, I talked about one of my unique selling points — being around as a copywriter helping Adelaide businesses for over 20 years.

Now, there’s a risk in that. It means I date myself.

I won’t attract the funky millennial client who’s just created something techie and amazing and out of the box and wants to take the world by storm. That’s ok. There’s a young gun writer out there who’ll be able to do that for them, brilliantly. Much better than me. Because that client is not my target audience.

Now don’t get me wrong — some of my clients ARE young entrepreneurs and they DO find me and choose me as their copywriter, either because someone recommended me or because they wanted to use the local Adelaide copywriter who’s organically at the top of page 1 of Google.

So what’s my niche?

I work with clients large and small and I don’t limit myself to any particular industry. But my niche is clients who want to speak to the layperson in simple, clear language. Think of it as the very opposite of government-speak, corporate-speak or geek-speak! I call my writing style ‘man-in-the-street-speak’.

I also have a sub-niche, if you can call it that. Green Clients. Green Clients include alternative therapies, renewable energy, organic or natural products, healthy lifestyle clean green eco-friendly stuff. It’s a passion of mine which makes it easy for me to relate to and to write.

The riches are in the niches

Ok, that’s a saying that works well when it’s written but not when you say it. It’s not my saying, but I do like it. And I like its message. Getting clear on your target audience will help you tailor your message so that you aren’t trying to get ‘everybody’ as a customer. Because that is a recipe for disaster.

Working out your niche will also help you figure out where to put your time, effort and money so that you aren’t panicking about having to be everywhere online.

Don’t overdo the social!
I’ve spent many a brainstorming session talking a client down from the ledge and explaining that no, they don’t have to be across facebook AND twitter AND insta AND LinkedIn AND whatever other social media thing that has just popped up! Once you figure out your niche, it’s much easier to stay focused.

Need help with working out your niche?

Give me a call on 0412 322 982 or send me an email and let’s have a free, no-obligation chat about a brainstorming session. I’d love to help you work out your target audience and your niche, so you can target them even better.