Question

Topic: Strategy

Am I Chasing A Bad Niche?

Posted by jagoglia0896 on 6/5/2014 at 10:18 PM ET 500 Points
I've been wondering if I'm writing for the correct niche for the marketing/copywriting side of my feelance writing business.

I have a background in the fitness industry as a personal trainer, gym manager and writer/editor for some of the leading B2B magazines in the space. So, I have the contacts and knowledge to do the work. That said, it is mighty slow and a struggle to get work in that segment. I'm not sure if it is the industry (they are fragmented, small and behind when it comes to content) or if it is that I'm not networking/marketing myself correctly.

Additionally, while I have done some blog and website content and a few brochures, most of my clips/samples are more from the journalism side of my business, making it harder to get copywriting work from companies in other industries as they see me as either a fitness guy or a journalist and not a "creative."

Has anyone faced these issues in in their careers and how did you sort through it?

Thanks in advance!
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RESPONSES

  • Posted by telemoxie on 6/6/2014 at 7:41 AM Member
    I believe there is a bigger market for technical writers rather than creative writers. companies want to retain people pacific industry knowledge, people who know the language. I would strongly urge you to consider expanding your focus to mHealth (mobile health applications, e.g. remote monitoring of vital signs). This could tie in nicely with your exercise in physiology background, and with a bit of specialization you could become a valued resource for some large companies with deep pockets and technical products. Good luck.
  • Posted by telemoxie on 6/6/2014 at 7:43 AM Member
    sorry, I meant to say, "exercise and physiology background"
  • Posted by Jay Hamilton-Roth on 6/6/2014 at 9:02 AM Member
    Are other writers facing similar challenges in your niche? If not, learn from them (if possible). What are they doing differently from you?

    If you have the contacts/network, start your own fitness blog. Make it a platform to showcase your expertise, and a way to have people who want you to write for them to find you (especially if you have a large following).

    Also, if your samples aren't in the right area, then write a few articles for free (or discounted) to build up your portfolio.
  • Posted on 6/6/2014 at 10:33 AM Accepted
    When you are chasing a market segment that has small/solo practitioners, it's a challenge to get them to appreciate the value of real marketing. They mostly think that word-of-mouth from satisfied clients will do the trick, or they think they can do their own marketing.

    So you have to start with a missionary sale -- show them how professional marketing worked well for someone with whom they can identify. A strong testimonial is your best bet. Trying to convince them by simply showing samples of your work won't persuade them that they should invest their hard-earned money in outside marketing expertise. You need to demonstrate the tangible benefit you can deliver for them.

    Great copy and compelling content are NOT benefits. They are tools to generate more profitable business. The benefit is more profitable business. Can you deliver that?
  • Posted by jagoglia0896 on 6/6/2014 at 10:41 AM Author
    Some good advice here, thanks so far all.

    @mgoodman, in showing this market the benefits would you think it better to go after larger (still relatively small) companies that deal more with the B2B side (those selling services and equipment to fitness providers, or the clubs themselves that are going to the consumer? There are far more small mom-and-pop clubs than manufacturers, but maybe the vendors have more understanding and would be a better place to start gathering relevant success stories and show that value to the clubs for the B2C side as a second stage? Thanks!
  • Posted on 6/6/2014 at 1:32 PM Moderator
    Hard to say which would be better to start with. I guess I'd try both and see if there's a difference in receptivity to your pitch. I could make a case for either one.

    Maybe start with whichever you have the strongest success story to tell. After all, it's the BENEFIT that will get someone to say "Yes!"
  • Posted by Gary Bloomer on 6/8/2014 at 5:19 PM Member
    First, there's no such thing as a bad niche.

    Second, given your background as a personal trainer and given the market you're writing for, why not write for yourself and position yourself as the logical first choice in personal fitness information in your area?

    If Ryan Lee, Craig Ballantyne, and Bedros Keuilian can run highly profitable businesses in which they teach fitness professionals how to market themselves and how to create lucrative coaching businesses, why not model their success?
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