If you’ve ever wondered what niching is, or how to niche your copywriting business, this is the episode for you. Whether you're considering specialising in a specific industry or want to understand the benefits and drawbacks of niching, this episode provides valuable insights and practical advice to help you make an informed decision.
In this episode I talk about:
Copy vs Content
Understanding the critical differences between copywriting (selling and persuasion) and content writing (informing and entertaining)
What is niching and the kinds of niches available
Social Media: Posts, videos, ad copy
Email: Newsletters, sequences, sales campaigns
Content Marketing: Blogs, case studies, white papers
Brand Storytelling: Brand narratives, tone of voice, case studies
Sales Copywriting: Sales pages, landing pages, direct mail copy
Video: YouTube scripts, webinars, course content
AI Writing: Emails, product descriptions, technical documents
Examples of copywriters who have niched
Learn about those who have successfully niched in various industries, how they did it and why
Why less glamorous but lucrative industries can be a good source of niche work
The pros of niches:
Easier business development
Reduced time learning new topics
Enhanced expertise and reputation
Potential for higher fees
The cons of niches:
Limited variety
Risk of boredom
Dependence on one customer or industry
Time required to establish recognition
How to get started in your niche
Using the ‘hedgehog' concept to identify your niche
Leveraging platforms like Eventbrite to discover niche opportunities
About Bernadette Schwerdt
Bernadette is an award-winning Australian entrepreneur, author, speaker and advertising copywriter. She is the founder of the Australian School of Copywriting, and is the country’s leading copywriting coach. Bernadette’s flagship online courses have helped over 10,000 business owners and freelance writers create cut-through content that places them at the top of their field and on page one of Google.
She was a former senior account director and copywriter for global advertising agency Young & Rubicam Advertising and created award-winning campaigns for clients such as Apple, Amex, Optus and Colgate. She has a Bachelor of Business in Marketing, is an accredited MBTI and NLP practitioner and has lectured in marketing, consumer psychology and digital marketing at Melbourne University, RMIT, Swinburne and Victoria University.
She is a popular TEDx speaker, the author of two bestselling books about online entrepreneurship (‘How to Build an Online Business’ and ‘Secrets of Online Entrepreneurs’) and a ghost-writer of Catch of the Decade, the business biography of the billionaire brothers behind Catch of the Day, Menulog and Scoopon; the ghostwriter for top business coach Kobi Simmat – How to Build a Business Others Want to Buy – and more recently ‘How to Build a Billion Dollar Business’ for Radek Sali, the former CEO of Swisse Vitamins.
Prior to her business career, she was a professional actor and appeared in some of Australia’s most iconic shows including Neighbours, The Games, Round the Twist, Winners and Losers and Jack Irish, and worked alongside Margot Robbie, Guy Pearce and many others.
She was the inaugural in-house mindfulness coach for the Carlton Football Club’s AFL players and coaches and has conducted meditation workshops for Melton Council, Melbourne City Council and others.
She was recently named in the Top 50 Small Business Leaders in Australia.
