A few years after I started working for myself, I explored partnering with a business development consultant for solopreneurs. It felt like a match--but then she informed me that she could work with me only if I committed to defining my niche. She felt that I couldn't combine patient education/health writing, brand strategy and messaging for nonprofits, and copywriting for marketing and fundraising. She also recommended that I never take on work for a corporate client, because that would muddy the waters even more.
"That's too broad! No one will understand what you do!" she told me. I needed a clear angle that would easily translate into a quippy LinkedIn profile statement such as: I write case statements; OR I develop memorable brands and messaging; OR I write for people living with cancer.
I considered her advice, and I agree that having a definitive value proposition can be an advantage for marketing your services. But I just couldn't bring myself to take her advice, and we ended up not working together. Here's what I've figured out for myself over the ensuing years: Variety works for me. It makes me a better creative partner and a better writer. It keeps me engaged and energized. I like doing something different every day, and that's why I chose self-employment over full-time employment. So I guess the question is for any solopreneur is, "To niche or not to niche?"
My "niche" is working with purpose-driven organizations--mostly nonprofits, but sometimes a corporate client sneaks their way in there, too (as long as they have a great story!). I generate messages and brands, I write copy for everything from letters to publications to websites, I write articles about cancer, I develop fundraising communications, and more. For example, in just the past week, I . . .
interviewed people with cancer and oncologists about their experiences with a genomic test for a patient education article
finished the first draft of a campaign case statement for a healthcare system
started developing new positioning for a professional organization, based on numerous focus groups
wrote impact reports for seven-figure donors to a hospital foundation to tell them how those gifts made a difference
scripted a video for a fundraising event
Something different every day is what works for me. The common denominator is coming up with ideas and words that inspire people and move them to action.
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