Going Beyond Niche Marketing: Specializing Your Skills
When it comes to specializing, it helps to begin by revisiting the concept of the USP – the unique selling proposition of a product or service. (See Section 11 of your Accelerated Program for Six-Figure Copywriting for more about the USP.)
In the case of this month’s highlighted niche – fundraising – the USP has to connect with something special about the project or organization you are raising money or awareness for.
As a copywriter, it can be useful for you to have a personal USP as well.
Many copywriters define their personal USP by the niche they write for. One copywriter might be an alternative health copywriter, while another might be a financial copywriter or a fundraising copywriter. That strategy works well. But it’s possible to take it a step further. You can develop a specialty within your chosen field … and that can give you an edge.
Let’s see how this can work in the fundraising niche.
In last week’s issue we learned that two-thirds of Americans give to charity every year … that individuals give more in total than companies … and that non-profit organizations are now depending more on repeat donors than ever before, because the number of new donors is down.
Some other facts to consider: Seniors make up a growing segment of donors … far more people are making donations over the Internet … and it’s often more difficult for fundraising organizations to get support for individual projects than to get general support.
The above information gives you a number of opportunities to develop specialized skills. Here are a few possibilities. You could specialize in …
- new donor acquisition
- promotions to people who have given in the past
- project-specific fundraising packages
- general fundraising for organizations
- SEO copywriting for fundraising clients
- appeals to companies or to families or to seniors
- any number of sub-segments, from protecting the environment to fighting for animal rights to helping underprivileged children to providing shelter for the homeless
Spend a little time to determine which particular area you find the most rewarding. Then read everything you can about it. Next, tailor your self-marketing materials to emphasize your specialized knowledge in that area. Finally, begin marketing yourself to your prospects.
By specializing, you give yourself an added advantage when it comes to landing the types of projects you most want to work on.
To get started on building a list of prospects today, visit www.idealist.org.
You’ll find more than 75,000 organizations listed that you can search on by location or area of focus. This is a great tool for anyone looking to connect with non-profit organizations, and a great place for you to start looking for clients.
How to Land Clients in 21 Days with Just Your Computer
How do I land my first client? It’s a question every aspiring freelancer asks eventually. Now, there’s a proven system for landing clients that removes the guesswork. Best of all? No cold calling. Learn More »
“I now have the freedom to work at home, or at any place in the world, as long as I have a laptop and Internet connection. And, not having to battle the brutal Houston traffic each day is a huge plus!”
If yes, you could be in big demand, earning big money, writing just a few hours a day from anywhere in the world you choose to be.
Get Nick Usborne’s step-by-step system for creating money-making information websites.
In just 6 hours and 35 minutes, you can be in business earning $60 – $150 an hour writing simple resumes.
Learn the secrets behind succeeding in this in-demand career.
The work is plentiful … the pay scales are generous and the competition is scarce!
Get the answers to the hundreds of questions and concerns commonly asked in specific, step-by-step details.
Use this eight-step plan to make the leap from aspiring copywriter to professional copywriter this year.
Let your fellow AWAI members show you firsthand the easiest, most powerful way to land your first client … BEFORE you finish the program.
Writing for the web is a huge opportunity for copywriters. Let web expert Nick Usborne show you how to write blockbuster web copy in record time … even if you're a complete internet “rookie”!
It’s an opportunity to make $50,000, $75,000, $100,000 a year or more … working just a few hours a day.
A once complicated profession is now something you can do on a standard computer – even if you have little or no “artistic” ability.
It’s one thing to have a website. But if your website can’t be found by the search engines, it may as well not exist.
The Internet creates new income possibilities every day. The biggest among them: online video marketing.
Get the very techniques top-performing copywriters use to rattle off one groundbreaking control after another.
In his new book, Michael Masterson teaches you his very own formula for powerful persuasion and how to apply it to direct mail sales letters as well as online promotions.
Guest, Leave a Reply
Please Note: Your comments will be visible by everyone.