Hi, I’m Deidre. In my posts, I talk about my voyage down the road of self-employment as a web copywriter, my achievements and roadblocks along the way, and what I’m learning as I go (with Marketing Mentor as my guide).
Like I said last time, having a niche gives me confidence and comfort. I know I can do great work inside my market (creative professionals and service providers who want personality-rich words for their websites, newsletters and blogs)—and that’s all the satisfaction I need. But lately (it must be the heat!), I’ve been stepping outside my market a tad for projects that aren’t my usual, including:
- Web copy for a financial data consultant
- Web copy for a woman who knits golf club covers
- Blurbs about tourist destinations
Thankfully, the projects all went well.
Why did I say yes? A few things stood out. (A solid budget isn’t enough to make a project a good fit!) To make deciding easier in the future, I made myself a checklist.
Venture outside your target market if…
__They want to show personality.
__They want to differentiate themselves.
__They communicate well.
__They know this isn’t my specialty and want to move forward anyway.*
__I can fully understand what they do.
__I can clearly see its value.
__I can get inside the heads of their ideal clients.
__I acknowledge that there will be a learning curve and I have time to invest.
__I want to!
* I only accept a project when I’m confident I can do it well. But I also think it’s fair that my prospect knows it’s a bit of a jump for me. (This might require more time or patience on their end.) For my recent niche-breaking projects, the prospects responded to this information by saying:
- I want an outside perspective.
- We really need to change things up.
- I’ve read your entire website and you’re the writer for us.
If I haven’t done a project similar to theirs, I suppose my confidence will never be at 100%. But if they can make up the missing 5%, then I’m comfortable moving forward.
Still need a niche? Get the Pick a Niche Kit so all of your decisions can be based on a strong, specialized foundation.
When do you step outside your niche? Do your niche-breaking projects have something in common?
* Checklist, courtesy, Shutterstock.