Copywriting 2024: Niching vs General

When starting as a copywriter, I know how tempting it is to showcase your services as a one-stop shop. I understand the allure of saying, “I’m here, available for any copywriting assignment.”

Did you watch Pretty Woman? When Julia Roberts put out an ad for the services she was offering on Craiglist, she listed personal assistance, housekeeping and escort services. But later on in the movie, she realizes she’s good at escorting rich guys and this opens the door for her to meet her biggest client.

All she did was narrow down and choose to specialize in what she did best.

Disclaimer: This is just an example, but you get the drift. Right?

The truth is, the decision to niche down isn’t straightforward. And there is nothing wrong with having a wide set of skills.

In fact, when you start as a generalist, you get a chance to taste various disciplines and see what your taste buds like most. Then, you can choose what to specialize in as you understand your strengths.

Understanding the pros and cons of niching vs. general services is key for freelance copywriters deciding on the direction to choose in this competitive field.

Based on our extensive experience in niche and general markets, here’s our take.

Niching Down: The Go-To Expert

Niching down is all about carving out your unique space in the crowded marketplace. When you focus on a specific industry or type of content, you become the go-to expert—someone who clients know can deliver exactly what they need because you understand their industry inside and out.

Pros of Niching Down:

• Client trust: Clients prefer to work with specialists who understand their industry’s specific challenges and goals. When you consistently deliver high-quality work in a niche, you build a reputation as an expert.
• Higher earning: Specialists can often command higher rates because their expertise adds value that generalists might not be able to offer. This expertise allows you to solve problems which clients are willing to pay a premium for.
• Targeted marketing: When your services are targeted, marketing becomes easier and more effective. You can craft messages that resonate deeply with your ideal clients, making it clear that you’re the best choice for their specific needs.

• Stronger Referrals: Satisfied clients in a niche are more likely to refer you to others in the same industry, creating a strong network of potential clients.
• Brand Authority: Building a reputation in a specific niche helps establish you as an authority, making it easier to stand out in a crowded market.

Cons of Niching Down in Copywriting:

• Smaller Market: The more you specialize, the smaller your potential market becomes, which can limit your client base and revenue opportunities.
• Marketing Investment: Niche markets often require more time and money to effectively reach and attract clients, especially if the niche is competitive.
• Dependence on Referrals: If your niche is too narrow, you may struggle to get enough referrals to sustain your business, especially if the services you offer are not in frequent demand.
• Limited Opportunities: With a narrow niche, you might miss out on diverse opportunities that could come from working with a broader range of clients.

Staying General: The Jack of All Trades

While niching down has its advantages, staying generalist allows you to cast a wider net. Particularly when you’re starting out as a copywriter and you’re not so sure about the niche you want to focus on. 

As a generalist, you have the flexibility to work across multiple industries, which can be particularly appealing if you enjoy variety in your work.

Pros of Staying General:

• Diverse opportunities: Generalists can take on a wide range of projects, from writing website copy for a tech startup to crafting social media posts for a local restaurant. This variety keeps your workday interesting and allows you to develop a broad skill set.
• Broader market: By not limiting yourself to one industry, you can work with a diverse range of clients. This diversity can be a safety net, providing steady work even if one industry slows down.
• Constant learning and growth: Working across different fields means you’re always learning something new. This not only keeps your skills sharp but also ensures you remain adaptable in a changing market.
• Less Risk: There’s less chance of being too specialized and struggling to find work.
• Flexibility: Easier to pivot or adjust your focus based on market demand.
• Simpler Marketing: You can promote yourself as a versatile copywriter, attracting various types of projects.

Cons of Staying General in Copywriting:

• Less Authority: Harder to build a strong reputation in a specific niche.
• More Competition: Competing with many other general copywriters can be challenging.
• Marketing Challenges: It may be tougher to stand out without a clear, focused expertise.
• Potentially Slower Growth: Building a client base might take longer without a specialized focus.

Think of Alex, a generalist copywriter who thrives on the diversity of his projects. One week, he’s crafting product descriptions for an e-commerce site; the next, he’s writing a newsletter for a non-profit organization. 

This adaptability not only keeps his skills sharp but also ensures he always has work coming in, no matter how the market shifts.

The Hybrid Approach: The Best of Both Worlds

If the idea of niching down feels too restrictive, but you’re not ready to give up the benefits of being a generalist, the hybrid approach might be the perfect fit. 

This strategy involves specializing in one or two niches while still taking on projects outside of those areas.

Why It Works:

• Income stability: It allows you to benefit from the high rates of niche work while still enjoying the variety and security of general projects.
• Market adaptability: The ability to pivot between niches and general work allows you to adapt quickly to changes in the market. If one area slows down, you can shift your focus to another without missing a beat.
• Builds a strong reputation: You can build authority in your chosen niches while also gaining a reputation for versatility. This makes you a valuable asset to clients who appreciate both your specialized knowledge and your broad skill set.

What’s Right for You?

Ultimately, the decision to niche down, stay general, or adopt a hybrid approach depends on your personal goals, interests, and the type of work you enjoy. 

Here are some tips to help you make the right choice:

1. Assess your interests: Reflect on the industries or types of content you enjoy most. Do you love the deep dive into specific subjects that niching down offers, or do you of working across different fields?
2. Test and learn: If you’re unsure, try experimenting with a niche while keeping some general work on the side to see what feels most rewarding and sustainable.
3. Consider your long-term vision: Think about where you want to be in five years. Does the idea of becoming a recognized expert in a specific field excite you, or does the flexibility of working across various industries appeal to you more? 

The Bottom Line

There’s no one-size-fits-all answer to the question of whether to niche down or stay general. 

The right choice depends on your unique strengths, interests, and career goals. 

Whether you choose to specialize, remain a generalist, or adopt a hybrid approach, the key to success lies in delivering value, building strong client relationships, and staying adaptable in a changing market.

Do you specialize or generalize, and are you happy with your choice?

If you need more help finding the path that works for you, we got you. Explore our short, value-packed courses at the Freelance Mastery Hub to help you achieve your copywriting career goals.