Roving Report: Ditching the Niche to Get More Clients, Faster


“I love email. It’s fast, it’s fun, it’s got a ton of variety, and you do so much to help your clients!”

That’s how Wealthy Web Writer’s Managing Editor Heather Robson introduced the webinar topic and its presenter, Jay White.

Jay is an email and autoresponder copywriter, but he warned us right away that he planned to be controversial.

“I think I’ll open your eyes to something really cool today,” he told us.

Jay focused the webinar, not on how to write a good email, but on the best way to market yourself as a writer. The replay is available HERE.

“I’ve taught and coached hundreds of people over the years, and the biggest problem [I see people struggle with] is where to find clients and what to say to them,” he explained. His recommended marketing method is “fun, easy, productive, and it gets you clients.”

He warned us that his method will likely steer us away from something we may be doing right now.

“Stay with me and don’t throw anything at me yet,” he requested.

Then Jay asked the big question: “Does anyone want to make money now?”

He promised that, if you follow his advice, you’ll be able to earn money right away, even if you have little or no writing experience.

Jay’s been a freelance copywriter since 2006, following a successful career in radio and writing catalog copy for Bass Pro Shops. After going freelance, he quickly became a top-tier email and autoresponder copywriter.

Today, he describes himself as a speaker, coach, consultant, husband, dad, golfer, and guitar player as well.

He’s written for “A-list” clients like Jeff Walker and Brian Clark. He created AWAI’s Email Copy Made Easy program, and he’s coached and mentored hundreds of writers.

Jay admits that he’s gotten some things right over the years, and some things wrong. His client-generation strategy is one of the things he got right, and it’s worked for him consistently.

It’s easy, and you don’t have to be that loud, pushy salesperson.

You Have to Niche Yourself to Succeed… Or Do You?

“One marketing strategy you hear a lot of these days is, ‘you must niche yourself to be successful,’” Jay stated.

He doesn’t believe that’s true.

Instead, Jay believes that establishing yourself in a niche too early can slow your career down, and it is not the only way to market your services.

If you’re already marketing yourself this way and it’s working for you, that’s great. But, especially if you’re new to copywriting, Jay believes his way is better. “It’s a way to get rolling, and it’s lots easier,” he announced.

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Susanna Perkins

Susanna was dragged back, kicking and screaming, into freelancing after losing her job in the banking meltdown in March, '09. One 3-month stint in an appalling temp job persuaded her to get serious about establishing herself as web writer. In March, 2012, she moved to a small town in Panama with her husband and three small dogs. After enjoying the writer's life in the culture of "buenas" and "mañana" for 2-1/2 years, she's returned to the US. At least for now.

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