Sales Enablement Copywriting:
The Niche That Keeps On Growing
By Steve Slaunwhite

If someone stopped me on the street today and asked, “How do I succeed as a freelance copywriter?,” I would probably talk their ear off! Next to where the best cafes are in town, freelance copywriting is my favorite topic!

But if I had only a minute to reply, my advice would be, “Focus on a niche where there is growing demand and relatively little competition.”

Why?

Because when demand for copywriting services is high and there are few copywriters in that space, your chances of succeeding go way up.

That’s why I pivoted to sales enablement copywriting a few years ago. It’s a niche that meets that criteria.

In fact, according to a report from Fortune Business Insights, the sales enablement industry is expected to grow 17.2% each year for the next eight years. Among companies that sell services and consulting — the hottest opportunity for copywriters these days — the growth is 24.2%, according to Mordor Intelligence.

So there’s no doubt that this is a niche that will enjoy double-digit growth for the next few years.

But before I go any further, what the heck is sales enablement?

Sales enablement is when companies invest in training, platforms (like CRMs), and content tools to help salespeople sell more.

Drilling down even further, sales enablement copywriting is all about strategizing and writing those content tools. Tools like email templates, conversation guides for sales presentations, features and benefits libraries, objection-handling scripts, and more.

Here’s a typical scenario …

Imagine a sales team is selling executive coaching programs. Each day, they’re sending cold prospecting emails, following up on replies, nudging prospects along the sales journey, and doing their best to close deals.

According to research by Learn to Win, 84% of sales executives cite content as a way to improve productivity and boost sales. So those salespeople would value having a library of cold prospecting email templates written in a way that incorporates the latest best practices for getting good response rates. They would equally appreciate a bank of follow-up email templates to interact with prospects and land a meeting. And how about a sales conversation guide packed with well-honed scripts and blurbs for describing the product, presenting the features and benefits, highlighting differentiation, and handling objections.

Can you see how valuable content assets like those would be to a sales team? That’s what a skilled copywriter — perhaps you —can write for them.

Content sales enablement copywriters write other types of content as well:

• Call scripts (Salespeople prefer to call them “talk tracks.”)
• One-sheet brochures
• Slide decks (in this world, “sales decks”)
• Sales stories (Sales stories libraries are all the rage in this niche right now.)
• “Last mile editing” of emails for sales teams that generate drafts with AI (another fast-growing revenue stream for writers in this niche)

Increasingly, companies are investing heavily in these content tools. Why? The answer is obvious. If the sales team has better content tools, they’re able to sell more. And if they’re able to sell more, the company’s income and profits go up.

For example, if a salesperson had more effective prospecting emails to adapt and use, she’d get more prospects into the pipeline.

So it’s no wonder that sales teams are hungry for sales enablement content. And companies are scrambling to oblige.

That’s the main reason sales enablement has become the highest-paying specialty in B2B writing. Your work directly impacts sales. Clients know that. So you don’t have to convince them of the value of your writing, or the professional fees you charge.

And it gets better. Even though this niche has been a thing for a few years now, there are still few copywriters in this space. I admit, that surprises me.

Is it a tough field to break into? No more difficult than other B2B writing specialties, like case studies and white papers. I believe any good writer can learn sales enablement copywriting.

So if you like writing, think you’ll enjoy the fun and invigorating world of sales, and want to get into a specialty where there’s high demand and low competition, this niche is worth considering.

Now, you might be wondering, who hires sales enablement copywriters? That’s where this niche becomes unfamiliar to people in other copywriting specialties. Most copywriters are accustomed to working for marketing directors, or business owners wearing the marketing hat. Sales enablement copywriters, by contrast, are often hired by the senior sales manager or sales VP. You’re working for the sales department, not the marketing department.

What are these folks like to work with? In my experience, fantastic. Copywriters get treated well in the sales department. In fact, they’re seen more as consultants than writers. To sales leaders, if you can strategize and write stuff that helps their team sell more, you’re a hero. They’ll keep you around forever.

But doesn’t AI just do all this for free?

It’s the question on every writer’s mind right now, so let’s tackle it head-on. The honest answer: AI has made this niche more valuable, not less. Yes, a salesperson can ask ChatGPT to spit out a cold email. But generic, robotic content is exactly what’s clogging buyers’ inboxes — and getting ignored. Sales teams need writing that’s strategic, on-brand, and tuned to how their prospects actually think. That still takes a human who understands selling. It’s also why “last mile editing” — sharpening the rough AI drafts sales teams generate — has quietly become one of the best-paid gigs in the field.

Interested in jumping into this fun and well-paying world?

If you were to stop me on the street and ask, “How do I get started in sales enablement copywriting?” — and this time I had more than a minute to answer — here’s what I’d say:

1. Learn how to strategize and write all the various types of content assets that sales teams need.
2. Practice writing sales enablement materials. Start building your portfolio of samples.
3. Put together an action plan for landing clients, and then work that plan.

Check those boxes off and there’s nothing I can think of that will stop you!

Do you have any questions about getting started in sales enablement copywriting? Feel free to ask in the comment section below.