The 1st Pillar of B2B Writing Success: Commit to a Target Market
I hope my email yesterday didn’t cause you to crawl on all fours checking the legs on your desk! I hope, instead, that it motivated you to think about the four pillars of B2B writing success, which are:
- Commit to a target market.
- Never stop prospecting.
- Become a linchpin for each client.
- Get really, really good at B2B writing.
Let’s talk about the first pillar today, because I’m finding a lot of freelancers are confused about that one.
To find success as a B2B writer you need to focus on a target market, for the simple reason that it makes just about everything easier.
- Easier to find and land clients.
- Easier to market and promote yourself.
- Easier to write the copy.
- Easier to see opportunities for growing your business you wouldn’t see otherwise. (That’s a big one.)
I could go on and on.
The good news about the B2B world is that there are literally hundreds of target markets to choose from. That means there is at least one — and likely several — that are a good match to your background and interests.
Say, for example, you have a passion for solar energy. Well, you could focus on writing for solar energy companies. There are hundreds throughout North America, and many need help writing their websites, emails, white papers and other marketing materials.
Or, let’s say you have a counseling background. You could leverage that to focus on business and executive coaching firms. That’s a high-growth industry with plenty of opportunities for well-trained B2B copywriters.
Yet, despite the advantages, some writers still hesitate to pick a target market. As one B2B copywriter put it, “I feel like I have to crawl into a little box and nail the lid shut.”
Of course, that’s not how it is at all.
Picking a target market simply means you’re focusing on a type of company that is likely going to be interested in your services … and that you’ll enjoy writing for.
That’s not crawling into a little box. That’s entering the gates of Nirvana!
Throughout your freelance career, you might end up focusing on three or four target markets. But, if you’re just starting out, I recommend beginning with one.
How do you pick a target market?
The best place to start is with industries you already know something about. If you’ve worked at an accounting firm for 20 years, then accounting firms — or perhaps the larger “professional services” market — might be the ideal niche for you.
Like I said, as a B2B writer, your challenge won’t be finding a target market. It will be picking from the many that are available to you.
But, pick one. Then jump in and give it all you’ve got. If it doesn’t work out, you can always shift to another one. That’s what is great about B2B.
Let me know about your ideal niche in the comments.
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