Go niche and see your audience increase

Aug 23, 2015

We all know that focusing on your niche is a smart idea, but most of us still can’t quite resist the temptation to shout about everything we do. It seems counter-intuitive, not to mention downright scary, to only promote or talk about the ‘one thing’ that you do better than anyone else. And this is likely to be the ‘one thing’ that you most want to be doing too. Somehow the idea of narrowing your offering and potentially alienating some of the people that ‘could’ buy from you doesn’t sit well in the heart of someone who ‘needs’ the business.

Now please don’t take offence if this is you…

I used to be desperate. For me, the whole ‘needs’ the business bit was the painful eye-opener. You see for a long time that was me. So whenever I had the opportunity to answer the question, “What do you do?” I blurted out, in as long a list as I could fit into one breath, all the things that I was ‘prepared’ to do for money… Even tasks like editing and technical writing (which I hate doing). As it happened, this year has started so much better than the last four or five, and it put me in a much more stable position… In other words, I was no longer desperate. And all of a sudden I felt more confident about saying ‘no’ when approached to do less appropriate work…

The lesson: Desperate people are prone to poor decisions…

All of this meant that I could (albeit with a little bit of cash flow behind me) find some slightly firmer ground upon which to build my niche. You see I never went to university and studied Journalism or English Literature, and I also rely heavily on Spellcheck. But I was always very good at telling stories (some of them were true) and engaging an audience, whether it was with a magic trick or a tale of dragons. I won’t go into the long story of how I became a freelance copywriter here. But suffice to say that it was only ever a title and over the last nine years I have simply learnt ‘on the job’ from some of the very best in the world.

But my passion and best work comes out within my niche…

So, yes, I can do the long list of things that other copywriters do. And if someone asks, I might even consider taking on the project (especially if it looks like fun). But I will not be promoting it anymore. I am a storyteller, and I am best at drawing out other people’s expertise and crafting it into beautifully written, enticingly brilliant blog posts. As a ghostwriter, I get inside of their heads and turn their thoughts into words that will promote their niche and attract their ideal customers.

Oh, and the other thing… niching works for me, and it will work for you too…

Just imagine that every single day of your working life you went to your office or place of work and you only ever did the things that you enjoy doing. It was work that was profitable (financially and emotionally), it was working for customers that you want to work with, and it came with a stress-free, lifestyle enhancing accompaniment. Wouldn’t that be a beautiful thing indeed?

OK – it is easy for me to say this because I only managed it after eight years of being too desperate to try… I get that. But it doesn’t change the ‘absolute fact’ that focusing on your niche is a really good idea. And you don’t have to do it the way that I did… You could just go out and be brave today.


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