Today’s writers are urged to choose a niche as a way to focus your business. It can be challenging because it feels like you are closing out other writing opportunities, but in fact you are just adding focus to your outreach and marketing.
But then once you have a niche, what do you do with it?
When I’m exploring a niche, I try to make a list of all the firms in my area. I use Google to start, then professional associations can also be a good source through their membership lists. I try to identify their communications directors and email contacts.
Next, I send these organizations a “letter of introduction” or LOI outlining why I’m the right communications specialist for them. If I had technical knowledge on an area, I’d highlight that as that’s an asset to writing in the field. Even if you have enthusiasm for the subject that can help – your why in terms of choosing the niche is powerful.
Send the LOI then follow up a week or two later. Keep in mind that the return rate is really low ie send 100 and you’ll hear from 10, engage with 5 and 2 become clients – but those are 2 you didn’t have before!
I’d also start posting on LinkedIn in your area of expertise, and follow lots of people in your niche in hopes they’ll follow you back, and also reach out on LI if you don’t have their email.
I’m curious to hear from my traditionally employed contacts – how do you mostly like to meet new writers? How do you like to be approached?
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