Who would you like to work for?
I mean, what types of clients would you be thrilled to work with every day as a web copywriter, starting right now?
For me, I always said I wanted to work with the following types of clients:
- Marketing managers or VPs in strong, growing companies
- Marketers managing large websites that needed updating, with the potential for many pages of ongoing work for me (fresh content and marketing materials)
- Marketers who recognize the value of staying competitive and innovative
- Marketers who are happy to work with me in a “virtual relationship” where I’m mostly working from my home office, communicating with them electronically and by phone
- Fun, respectful clients, interested in a true partnership with me
But, that list was way too general.
It didn’t really help me go after specific individuals in an efficient or effective way.
I was fairly busy with web copywriting work, but not steadily busy. And, the cash flow was not consistent enough for me.
This past spring, I realized I needed to change my approach so I’d build a more consistent stream of work and revenue.
So, I decided to do something dramatic. I stopped marketing to “any” client that fit the above criteria.
Instead, I turned all my attention to ONE marketing approach.
I went after a niche market.
In April, I decided to niche myself completely, and only go after the industry that is truly exciting to me: the pet industry. The pet industry is a strong, growing industry with no sign of slowing down, even in this economy. And, it’s perfect for me because of my background and interests.
So, I scheduled an aggressive campaign launch date for June 1, revived and expanded my little, stagnant website, PetCopywriter.com, and created about a dozen simple marketing tools to reach out to pet-business marketers.
This single decision changed everything for my business in a mere few weeks.
Here are just some of the results I experienced within weeks of my launch:
- I immediately started receiving inquiries from great companies I’d never heard of.
- Within a couple of weeks, I had received more than two dozen calls and emails asking me to discuss upcoming projects.
- And, in just seven weeks, I landed seven new clients for my marketing guidance, keyword research, web content planning, and web copywriting services. Seven clients I had never spoken with prior to June 1.
The bottom line is … I signed contracts for about $35,000 worth of work with these various clients, and that’s just for starters.
Not bad, huh?
How would you like to attract thousands of dollars’ worth of work in a few weeks?
It’s much easier than you think. Here’s a formula you can copy directly from me:
- Commit to a niche market that’s exciting to you. Make sure it’s a thriving market. You’ll find dozens of them out there, once you take a look! Use the Web to see which industries are “buzzing” in business magazines, etc. Here are just a few ideas of WHAT’S HOT: green or energy-saving anything, senior care, parent-help products, video gaming, career advisors and related companies, baby products, bargain stores, and many, many more.
- Make a list of what you bring to that niche market, in addition to your web copywriting skills. For example, do you have a background in that niche, including jobs or hobbies? Don’t worry if you haven’t got a background in that niche. You can always dive in anyway if you’re interested … especially if there isn’t much competition. (See Step 3.)
- Check out the world of copywriters for THAT market. Go to a search engine, such as Google, and type in “[industry] copywriter.” I did this for “pet copywriter.” Are there any copywriters already in that field? Or, could you be the only one in that entire industry? Even if there already is a copywriter or two in that market, there’s plenty of room if it’s a big, growing industry. Plus, you might find a great ally to team up with!
- Create your own niche-focused website. This one is SO MUCH easier that you’d expect. Wealthy Web Writer has all kinds of helpful information on how to create a website in just a few days. You only need a few core pages to get started. I have found that clients aren’t looking for tons of info on your site. They just want to know you’re a professional who “gets” their world. Check out www.PetCopywriter.com for an example of a niche-focused site.
- Follow a smart marketing plan to announce your website. Use your referral network, plus direct mail, public relations, trade shows, social media, a blog, emails, and even low-cost online advertising. There are all kinds of ways web copywriters can attract clients.
- Get ready to field inquiries. Once you launch your site and start promoting it, get ready to receive calls from lots of different potential clients in your niche market. This is where the results of your efforts will really take off! Be sure to follow-up all inquiries with a professional proposal if the clients have enough money to work with you.
- Measure what works to drive the most inquiries. What works best for me might not be what works best for you. That’s why it’s important to keep track of which marketing methods attract the MOST calls or clients for you.
- Put your marketing on auto-pilot. Once you know what’s working, keep doing it! Don’t waste time on efforts that aren’t as fruitful. To streamline your marketing, focus on the efforts that bring you the biggest return. Even when you get busy, never let up. This will ensure that you continue getting great leads for your business.
- Immerse yourself in your niche market and enjoy! When you’re working in an industry you love, you’ll be a valuable asset to your clients and you’ll have fun. (It might not even seem like work!) You’ll wake up every day, excited to see what’s new and how you can help your clients grow their businesses.
This formula worked like crazy for me, in such a short time. And, it’s still working.
If you’re struggling to get new-client momentum or your freelance business needs a fresh approach, I recommend taking a niche approach.
Good luck! Let me know how you make out.