Do you need a “niche” copywriter? The 3 Step Questionnaire

When outsourcing your content to a copywriter, you might be a little lost in your search. Do you go for a copywriter in your niche or someone who you just instantly connect with? There is a lot of debate out there about whether you need a copywriter who specialises in your “zone of genius” and well, there are plenty on the market. From wellness copywriters, to finance copywriters and even equestrian copywriters… it can be an overwhelming industry to wrap your head around. 

As a copywriter myself, here is my honest opinion. I have come up with 3 questions I believe you should consider when engaging with a copywriter:

1.     Who are your target audience? Do they know a lot about your industry already?

The answer here depends on my response. If your target audience do know a lot about your industry, then yes, it’s great to have someone on board who knows a thing or two about what you do. If the answer is no, then it doesn’t matter so much. This is an interesting question that might take a bit of research to find out.

In my opinion, I think it’s a great idea to have someone write your content who knows little to zero about your industry. Why? Because well, aren’t they your ideal target audience? 

How is this a benefit? A copywriter who knows very little about your industry will be able to take your industry jargon and turn it into plain, simple, and bitesize content. This is vital for “non industry experts” (your target audience) to digest, understand and engage with the content. 

2.     Are there rules, regulations, and industry standards that you must adhere to? 

I know that health professionals and lawyers may need someone “clued-up” on textbook protocols. If this applies to you, then yes, I recommend scouting out a copywriter who knows your industry very well. 

3.     Do you want an outsider’s perspective? 

When you work in your industry day in and day out, it’s easy to get lost in your business. A copywriter who is away from your industry can help centre your focus around your clients rather than getting stuck into the nitty gritty of what you do. And instead, tell your story, find your brand personality, brand voice, and make your business relatable.

Sometimes, we think writing about our business needs to be all about us, when really, we should be looking outwards to our dream clients. What do they want to read/know/learn? What is in it for them? Having an outsider’s perspective is a powerful way to capture a new way of producing powerful content.

There are many benefits of having a copywriter who specialises in your area of expertise. I think the most important thing is to do your own research and speak to a few different copywriters to get a feel for if they are the right fit for you and your brand. It might well be that you instantly gel with a copywriter and love what they do but they have never written for your industry before. Or you may land an absolute gem of a writer who only writes for your industry and their portfolio is bursting at the seams with similar brands who you aspire and admire. 

It might sound cliche, but sometimes you have to just go with your gut instinct on this one.