Claiming a Niche Gives You Focus and the Power of Choice
Have you ever wondered why people put blinders on horses?
A horse’s eyes are located on the sides of its head, which means it can see what’s going on beside and behind it as well as what’s in front of it. This can be distracting. So people put blinders — small pieces of leather attached to the bridle near the horse’s eyes — on the horse to keep it focused solely on what’s ahead.
The blinders prevent the horse from being distracted by what’s going on around it because they force the horse to look ahead and stay on track.
Claiming a copywriting niche can be like putting blinders on. Let me explain …
It’s easy to become distracted by the sheer opportunity for work that exists for web writers. Potential clients are everywhere, and so many of them really need help. This potential is extremely alluring. Am I right?
But pursuing all that opportunity can pull you in many different directions … sometimes even off the path to success.
When you veer off the path, you’re liable to start moving in circles …
And when that happens, you’re moving, but you’re not really getting anywhere.
Putting blinders on by claiming a niche helps eliminate the distractions. A niche narrows your focus and keeps you moving forward.
But let’s be clear about something … Your niche defines and targets your own marketing efforts. It doesn’t limit the types of clients you can accept.
Many web writers I’ve spoken to are hesitant to claim a niche because they’re afraid that doing so will limit their potential for attracting new clients. If they write for the pet industry, for example, they don’t want to have to turn away lucrative work from a securities broker if such an opportunity came up.
We need to adjust that thinking!
We’re freelance web writers, and we can work with whomever we want … whenever we want … and from wherever we want. That’s part of why we chose the writer’s life. Right?
We’re free to say “yes” or “no” to any potential client who knocks on our virtual door, regardless of their industry.
But if we’re truly to be wealthy web writers, we have to be strategic about how we spend our own marketing budgets of time, energy, and money.
This is why claiming a niche can be so powerful.
Targeting your own marketing efforts to a single industry is much more effective than trying to appeal to anybody and everybody. Claiming a niche helps you identify an ideal prospect, with specific wants, needs, and desires.
Once you know who your prospect is, you can craft your marketing messages directly to him. You can position yourself as the best, logical choice to fulfill his particular needs.
And then, if other clients come to you and request your services … without you having spent any efforts to pursue them … you have the power to choose to work with them or not.
The very act of claiming your authority in a specific industry sets you above the generalist writer. Now you’re a specialist. And even clients from other industries will see that and seek you out.
When I claimed my niche, I branded my business to focus my marketing on the wine industry. I wrote a website (www.WineCopywriter.com) that speaks directly to my ideal prospect. My logo is a bottle of wine pouring out onto a web. My tagline is “Your wine, my words … Exactly Write!” My Twitter handle is @WineCopy. And all of my social media profiles describe how my work benefits those in the wine industry …
It felt like I was putting all my eggs in one basket, and it was a little scary. But I had five new clients approach me with projects within the first month. Great! Right?
The interesting thing is that none of them are in the wine industry!
The “stuff” I put out there about myself and my business wasn’t directed at them, and yet it still appealed enough to them for them to seek me out and hire me. That’s powerful!
I actually say in some of my marketing — website and social media profile descriptions — that while I specialize in the wine industry, I occasionally work with businesses in other industries … as my schedule permits. That one line leaves the door open for those other businesses to contact me.
By claiming a niche, I am now using my marketing budget wisely. I’m working smarter and making effective use of my time. I’m staying focused on the success that lies in front of me, and avoiding the distractions that threaten to take me off course.
Claiming your niche will give you that power, too. So go for it!
If you need help in choosing your own niche, I recommend Pam Foster’s program Niche Yourself and Thrive! She walks you step-by-step through the entire process and makes it easy to put your blinders on.
I’d love to hear about your experience with claiming a niche. Please leave me a comment below.
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