Ready to be a Big Fish?

This week in The Writer’s Life, we’ve been talking about my big breakthrough in my copywriting business. Yes, I chose a niche, but I didn’t stop there …

I plan to stand out from the crowd and become recognized as the leading expert – or at least one of them – in my niche.

After all, it’s the “best” who command the highest fees from the ideal clients, right? And isn’t that what we all want?

There are a lot of highly qualified copywriters out there. I’m one of them … and so are you! So how do we differentiate ourselves? How do I get MY ideal clients to notice me … while you get YOUR ideal clients to notice you?

We do it by gaining visibility and credibility within our particular niche. We’re all little fish in the big copywriting sea, but we each can be a big fish in the small pond of our own specific niche.

We can become the premier case study copywriter for service-industry software developers … or the leading online video script writer for the pet industry … or the supreme social media expert for the wine industry … or whatever YOUR specialty is.

How do you develop the reputation as a leading expert in your niche? You showcase your expertise. Here are some things successful copywriting gurus like Nick Usborne have done; I’m doing them, and you can, too:

  1. Offer a free report on your website that demonstrates how a service you provide is valuable to your clients. The free report I wrote discusses using Facebook Pages to engage with and create a sense of community among customers.
  2. Publish a blog on a topic that is important to your clients. Pick a common challenge in your niche and focus your posts on how clients can overcome that challenge.
  3. Write articles for trade publications that clients in your niche read. This is essentially a third-party endorsement and a huge credibility builder.
  4. Speak at trade seminars or conferences. Like being featured in a trade publication, speaking gives your credibility a big boost. But speaking also allows your audience to engage and interact with you … live! This makes you and your message much more memorable.

Yes, this is content – valuable information – that you’re putting out there and giving away. You want your prospective clients to think, “Wow! If she gives this kind of value for FREE, I’ll be getting this awesomeness and MORE when I hire her. I need to do that right away!”

People like the idea of having an expert on their team working on their behalf. When you’re one of the leading experts in what you do, your clients have bragging rights that you work for THEM … and that makes them feel good about their choice.

Have you made a name for yourself in your niche? What has worked for you? What hasn’t? I’d love to hear about your experiences! Please share them in the comments.

And if you want to learn more about this subject from one of copywriting’s “big fish,” check out Nick Usborne’s Profitable Freelancing if you haven’t already done so. You’ll be able to use Nick’s system of Goal-Strategy-Tactics to propel your own business forward.

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Published: September 6, 2012

4 Responses to “Ready to be a Big Fish?”

  1. Hi Michele. I want to be a big fish, but I'm having troubles determining the right "pond" (niche). I have an arts and entertainment background and "swimming" in something like B2B recycling doesn't do much for me. Any suggestions as to how to wrap my head around copywriting for arts and entertainment? Best, Mike Wenig

    Guest (Mike Wenig)September 6, 2012 at 5:07 pm

  2. Thank you for all these helpful tips. Only, I am not capable of giving speeches. So I guess I will not succeed in this field!

    AmynaSeptember 7, 2012 at 1:52 am

  3. Yes, "moving the free line" has been one of the most successful strategies out there. It also helps me build generosity and eliminates that insidious scarcity mindset.

    I'm still attempting to drill down to a specific niche. Have fun with wine!

    Colin NodenSeptember 7, 2012 at 10:19 am

  4. Thank you for contributing a gem of an article.

    I would like you to know that I really enjoyed reading it.

    Yes, it is important to establish your credibility through visibility.

    One option is to teach a course or teach classes at a college or university.

    You could also try to book yourself on TV shows and radio programs in order to talk about your subject or topic.

    Becoming a member of your local chamber of commerce and attending seminars and conferences are also good ideas.

    You will get out of it what you are willing to put in to get the job done.

    Archan MehtaSeptember 9, 2012 at 4:36 am


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