To Niche or Not to Niche: Navigating The Freelancer’s Dilemma
To niche, or not to niche? That is the question.
The first phase of starting a business is doing a bit of research to find out how to actually open your doors (digital or physical). Aside from filing the necessary paperwork to allow you to legally own and operate your enterprise, one of the first pieces of guidance you’ll encounter is the need to identify your niche—or not.
Some experts and coaches laud the benefits of working as a generalist, while others proclaim that choosing (or creating your own) niche is the only way to land clients or sell products. And while there are certainly pros and cons to working as a generalist or within a niche, it can be hard to determine the best path forward.
The decision to narrow your focus to service a niche audience or deliver a niche service can sometimes come after several years of working as a generalist while you gain experience. With this approach, business growth may be slower, but it gives you an opportunity to evolve at a steady pace.
Why finding a business niche matters
Let's start by demystifying the term business niche. In the freelancing world, your niche is your specialized area of expertise. It's what sets you apart in a sea of talent and defines your unique offering. Think of it as your professional fingerprint—distinctive and memorable.
But why does it matter?
Having a niche gives you focus. It allows you to hone your skills and become an expert in a specific field. When clients know exactly what you excel at, they're more likely to choose you over a generalist.
A niche is also what helps you define your ideal customer avatar. By speaking to a single person (or a single group of people), you can target your messaging and services to address a specific pain point, need, or desired outcome.
Now, consider your personal niche as a creator. What makes your heart sing? What topics, genres, or styles resonate with you the most? Your personal niche is the secret sauce that adds flavor to your work, making it uniquely yours.
Do you need a niche?
Here’s the million-dollar question: Is having a niche essential for freelancers and service providers? The short answer is yes, and here's why. A niche makes you more marketable. Clients are searching for specialists who can meet their specific needs, and a well-defined niche helps you stand out in the crowd.
However, this doesn't mean everyone must have a niche. Some freelancers thrive as generalists who offer a wide range of services. The key is to find what works best for you. If you're passionate about a particular area, turning it into your niche can be a game-changer.
Whether you have a well-defined niche or not, at a minimum, you need to be able to articulate the client you serve, the problem you solve, and your unique selling point.
Developing a niche for your personal brand
Your personal brand is how you present yourself to the world—the essence of who you are and what you stand for professionally. A well-defined personal brand is the golden ticket to unlocking the know-like-trust factor consumers crave.
Crafting a compelling personal brand is as crucial as finding your business niche. According to Nadia Kaminskaya, Founder and CEO of Branding Bosses, an innovative digital marketing firm based in Tampa, FL, with constantly evolving social media and publishing platforms continuing to open the doors for new technologies, it's more important than ever to embrace authenticity, thought leadership, and multidimensional personal branding.
So how exactly do you develop your personal brand niche? “Get interested in stuff, do things, then talk about the stuff you did,” writes Alex Hormozi. And he’s not along with this take on developing a personal brand. Courtney Johnson says, “If you want to be interesting, you have to be interested. When you are trying to build a personal brand, a lot of people get distracted by trying to overanalyze the niche. Really, your niche is just whatever you are interested in.”
How to choose a freelance niche
Now that you understand the importance of a niche, let's explore how to find yours.
1. Reflect on your passion and expertise
Start by identifying what you love to do. Your passion will drive your success. Combine this with your existing skills and expertise to create a powerful niche.
2. Analyze market demand
Research your target market to understand what clients are looking for. Identify gaps or underserved areas where your skills can shine. A successful niche aligns with both your passion and market demand.
3. Explore your unique strengths and skills
Consider what makes you unique. Your individual strengths and skills can become the cornerstone of your niche. Whether it's a rare talent or a specific approach, leverage what sets you apart.
Examples of freelance editor niches
For my fellow book editors out there, let's explore potential niches within our domain. There are four major areas where you can niche your business services: genre, type of editing, publishing path, and client type. Ask yourself these questions:
Do you want to work with fiction or nonfiction?
Within fiction or nonfiction, which specific do you have the most experience or interest working with?
Do you want to work with authors seeking to land a book deal with a traditional publisher or are you interested in supporting self-published authors?
Will you be providing beta reading, developmental editing, line editing, copyediting, proofreading, blurb writing, query letter writing, marketing support, KDP support, cover design, interior layout support, or 1:1 consulting?
Will you work with men or women or both? What is their career or personal life like?
Examples of freelance writer niches
For writers, the opportunities for niching down to a specific industry or service are just as varied as they are for editors. Here are some niche possibilities for you:
Content marketing writing
Blog post creation
SEO-focused writing
Technical writing
Copywriting for specific industries
Email newsletters
Launch campaigns
Product descriptions
Video and podcast scripts
B2B, B2C, or C2C writing
Travel writing
Ghostwriting
Journalism
Opinion writing
Beauty writing
Strategies for targeting your niche market
Identifying your niche is only about a third of the battle. Once you know who you’re serving and what you’re providing them, you’ll need to implement strategies to target your niche market effectively.
1. Tailor your services
Customize your services to cater specifically to your niche. Speak directly to the pain points and needs of your target audience.
2. Build a strong online presence
Establish yourself as an authority in your niche online. Create a professional website, optimize your social media profiles, and share valuable content related to your specialization.
3. Use social media
Leverage social media platforms to connect with your target audience. Join relevant groups, participate in discussions, and showcase your expertise through engaging content.
4. Collaborate with others in your niche
Network with fellow freelancers or businesses in your niche. Collaborative efforts can lead to mutual growth and expanded opportunities.
Resources for further learning
If you’re hungry for more knowledge on identifying your niche, understanding your target audience, and growing your freelancing business, here are some recommended reads:
Own Your Niche: Hype-Free Internet Marketing Tactics to Establish Authority in Your Field and Promote Your Service-Based Business by Stephanie Chandler
Building a StoryBrand: Clarify Your Message So Customers Will Listen by Donald Miller
Find Your Why: A Practical Guide for Discovering Purpose for You and Your Team by Simon Sinek
My journey to finding a business niche
When I started Ellen Edits LLC in 2018, I knew I wanted to use my English degree, I knew I wanted to work with books, I knew I wanted to work with passionate people, and I knew I wanted to offer copyediting and proofreading.
From 2018 to 2023 I worked on full-length fiction and nonfiction books written by first-time and multi-book authors who were self-publishing their manuscripts. I worked on retainer for copywriters, content writers, and marketing and PR agencies. I edited website copywriting, provided manuscript assessments, offered 1:1 consulting for authors and other editors, and repurposed long-form podcast and YouTube content into blog articles for coaches and speakers.
I paid attention to every experience that felt out of alignment. I did a personal assessment after I handed over the final deliverables for each project. I started learning about what it really meant to identify an ideal client and the value of speaking to the needs and desires of one, specific person.
Now, as Sage House Editorial LLC, instead of being everything to everyone, I solve a very specific pain point for a very specific type of person who is writing a book for a very specific reason.
Is it a bit scary to say no to new opportunities that are slightly to the left or right of due north? Absolutely. However, working with a scarcity mindset is not the way to move through the world as an entrepreneur. In fact, narrowing my focus immediately made me feel more expansive. It allowed me to take action faster in my business and it made it so much easier to articulate the value I provide to my clients.
Need help finding your niche?
If you’re looking for strategic support as you start or grow your business, I’m launching a 1:1 consulting and mentorship service for writers, editors, and service providers who need a sounding board in their circle who will help you move the needle forward.
While we can certainly talk about mindset, feminine and masculine energy, work-life balance, and other more woo-woo topics (don’t even get me started on personality tests), these calls and Voxer containers are meant to answer your questions about refining your business, establishing systems, and learning from someone who has been in your shoes.
