“Do I REALLY NEED a niche?!” This is a question that ALL new copywriters and content creators ask me.
And, for a LONG time, my answer was 100% YES!”
But as copywriting, marketing, and the world of content creation continue to change and evolve, you better believe the “rules” about niching down are changing too.
In this blog, I’ll share WHEN having a niche is absolutely critical and what’s even more important than “niching down” today, especially if you’re just getting started.
We’re going to break down (and by break down, I mean tear DOWN) this concept of “niching down”.
WHEN does having a niche actually matter?
WHO should have a niche (and who should NOT)?
And, if not a niche, what else will help you stand out, attract the right people, and get paid online today?
We’re going to get right into it because I have a lot to say about this topic.
But first, make sure to like and subscribe to my newsletter for more content to help you start and build the business of your dreams.
The question I’m answering today is:
Do You Really Need A Niche In 2025?
Everywhere you look, you’ll find tons of articles, videos and social media posts telling you. YES, YOU NEED A NICHE.
Including some of my own past posts!
But, let me be clear that there is NO WAY to give a blanket “yes” or “no” answer to this question.
It’s a complicated and nuanced conversation, like many things in business and marketing.
You’ll be thrilled to know my answer is both “yes” and “no”. I know, I know, I know, not helpful right? But just wait.
There is no denying that having a niche is STILL a great way to stand out online.
This is how we find people to teach us about a specific skill, topic or subject.
Like me, making specific copywriting and marketing blog posts.
Niching down is smart if you’re trying to build a one-to-MANY business where you’re selling courses on a specific topic or area of expertise and you’re creating content as a TRAFFIC strategy to get more people to that offer.
There are MANY content creators I follow online who are veryyyyyy niche.
I mean it doesn’t get more niche than Miss Excel, who literally does nothing but teach folks how to use Microsoft Excel haha!
Or one of my favorite YouTubers and makeup artist Bailey Sarian, who tells her subscribers true crime stories while she does her makeup. I mean, that is NICHE.
This niche content is exactly the reason I follow these people. And it’s WHY I continue to consume their content time and time again.
So this is all starting to sound like niching down is a great idea and that absolutely everyone should be doing it, right?
WRONG.
Niching down is absolutely not for everyone.
And if you’re reading this blog post, then spoiler alert. it’s probably NOT for you yet. Especially if you’re a new or aspiring copywriter or any kind of service provider who works 1-1 with clients, and just getting started.
So then, you’re wondering.
Who Should Be “Niching Down”?
If you’re a service provider, niching down is a great idea AFTER you have already built up a repertoire of specific experience, knowledge and/or skills.
For example, when I was a freelance copywriter, my “specialty” was email marketing in the personal development niche.
But it didn’t start that way!
When I first started my business, I wrote every type of copy for every type of client I could find!
Then over time, I discovered that I was particularly good at writing emails.
And that I particularly enjoyed writing for personal development and spirituality brands.
So I started taking on more and more clients in this niche and more email marketing roles.
Before I knew it, I was a go-to authority for email marketing in the personal development and spirituality niche.
And clients came to me specifically BECAUSE of my experience here.
But it happened SLOWLY and was a very natural evolution.
Do you think I would have built the career I did if I was super picky about ONLY working with personal development & spirituality clients when I was just getting started?
Or if I ONLY accepted email marketing jobs?
NOOOOO!!! I probably would’ve had a very hard time getting my business off the ground.
I tell my students this all of the time, “First get paid, then get picky.”
You have to JUST START and allow your niche to develop OVER TIME.
While it’s a good idea to have a general “direction” you want to head in.
Don’t niche down in something JUST because you’re “interested” in it if you don’t yet have experience doing it.
Sure, you can – and should – let that interest GUIDE YOU and try to build experience in that particular field.
But being TOO STRICT about “your niche” at the beginning of your career – whether you’re a copywriter, marketer or any other time of service provider can actually BACKFIRE, hold you back and slow down your progress.
You should only niche down in something once you have BUILT EXPERIENCE AND EXPERTISE in that specific area. And that takes TIME.
It takes SHOWING UP consistently.
It takes TRYING NEW THINGS and seeing what clicks and what sticks.
So, if you’re just getting started and you DON’T have a niche yet.
How else are you supposed to stand out online?
Well, focus on these 5 things instead.
The 5 Things More Important Than A Niche (For Beginners)
1) First, focus on gaining EXPERIENCE.
You just need to get a client, any client – period.
It doesn’t matter if it’s writing copy for a mechanic shop when you’re actually interested in writing for the beauty industry.
It doesn’t matter if it’s the most boring and dull project in existence.
If you don’t have any experience, you are in NO POSITION to be selective about who you will work with or what type of projects you will take on.
You should be THRILLED to say “yes” to any opportunity that comes your way because it’s going to help you build EXPERIENCE.
One of my Sparkies (a member of my exclusive membership for freelancers and service providers) built her copywriting business FAST by supporting local small businesses in her self-proclaimed “redneck” town. Haha. Yup, she worked with excavation companies and even a Dairy Farm.
2. Once you gain some experience, start building your EXPERTISE.
Start paying attention to what you ENJOY and what areas you are the most SKILLED in.
This is when you can start seeking out MORE of those opportunities to build your expertise.
But you’re not claiming this as your niche yet!! Right now, all you’re doing is noting the direction you want to take and starting to be more intentional about getting more experience in this area.
3. Then, you’ll focus on leveling up your SKILLS.
Practice, practice, practice! You want to continually develop your skills in this area until you are really damn good at this particular thing.
When I realized how much I enjoyed writing emails in the personal development and spirituality niche, that’s exactly what I did.
I started looking for more opportunities so I could PRACTICE my skills and get even better.
But don’t get it twisted – I was still working with other types of clients and on other projects.
Just because I had identified what my niche was going to be, doesn’t mean I was ready to shut out ALL other clients.
Once you level up your skills, and get stats, metrics, and lots of happy clients to prove it.
4. You start to build your authority.
And THIS is when you claim your niche – and it happens organically as you start getting testimonials from the people you’ve helped.
Now you can confidently say, hey, I’ve been there, I’ve done that, and I’m an authority in this niche.
THIS is when people will start to come to you for help, tips, and advice because NOW they have a reason to trust you.
BUT, BUT, BUT,
Don’t for a single minute think that this means you can’t publicly talk about what you do RIGHT NOW, as you’re just getting started.
And that brings me to the fifth and final thing.
5. Start building your personal brand NOW!
This isn’t about showing up on social media every single day and CLAIMING to be an expert even though you’re really not.
It’s about sharing what you do and WHO YOU ARE – as a real person, with multiple interests and likes and dislikes.
The difference is that when you’re a beginner, you don’t come right out of the gate posting “educational content” and teaching people something as an “expert” when you’re not.
If you feel “awkward” “fake” or “forced” every time you post online, chances are, you’re trying to show up in a way that isn’t you – like putting on a weird hat that you’d never EVER wear in public.
No wonder it’s awkward.
Now I get why and how this happens — we see “influencers” doing their thing online, whether it’s me or some other type of creator or business owner and we think.
“Oh, THAT is what Personal Branding is, if I want to build a Personal Brand, I have to do it like THAT!”
But that couldn’t be farther from the truth. The reality is, there are MANY ways to start building your authority online – EVEN if you’re just getting started.
For example, you could share your day-to-day and what you’re learning along the way.
Like, “Hey, check out what I learned today about email marketing”.
Or “Hey, I wrote this email sequence for my client and it smashed!”
And, of course, there should be lots of pictures of your dog or cat, the daily walk you go on, your morning coffee ritual, and the things that make you, YOU.
THIS is what it means to build your personal brand.
And you don’t want to WAIT until you officially “niche down” to do it – because you might decide to NEVER niche down and that’s okay too.
Start building your personal brand RIGHT NOW and you take people along with you on your journey from building experience, to building expertise, to honing your skills, to building authority.
Will it happen overnight? No.
There isn’t a single brand, influencer, business or “successful” business owner out there who will tell you anything different.
And if they do – they’re selling something shady.
Becoming an authority in a niche isn’t as simple as waking up one day and saying “I’m going to be an expert”.
It takes TIME, with small, intentional step-by-step progress taken everyday.
If you can do THAT while showing up consistently and building your personal brand.
You will be 10 steps ahead of everyone else – I can promise you that.
So here is your official invitation to TAKE THE PRESSURE OFF.
You don’t need to know exactly what niche you want right now.
You don’t need to have a website or logo or some catchy Instagram content.
All you need to do is START.
And if you’re now thinking.
“Okay, Alex, you make it sound so simple. But HOW am I supposed to ‘just start’ if I have no niche?! HOW do I find my first client?”
Well, I have you covered there too.
Grab your FREE copy of my client-getting guide: 101 Ways To Find Your Next Client.
And remember,
First get paid, then get picky.
I hope this post was helpful.
Until next time, I’m Alex. Ciao for now!
