Niche writing, it means you can’t do anything else, right?

A lot of my copywriting when I started out fell under one topic – Music/Wedding DJs.

I’ve worked on a lot of jobs for DJs, and it became a niche subject for me. In fact, I’ve done so many one of my clients once remarked:

Matt, you must be the most experienced wedding DJ copywriters in Britain.

And you know what?

He’s wasn’t wrong.

I did so many at one point I could probably have bought some decks and had a go myself

So, is specialising in one industry a good thing?


What are the pros of niche writing?

Numerous, including:

  • Getting to know the industry inside out, which

  • Makes it easier to write, which

  • Leads to MORE business

When you think of a DJ, you’ll think of cheesy guys talking over your favourite songs and playing Agadoo.

In reality, they’re quite cool and do more than you’d imagine. They MC your entire wedding day from aisle music through to the wedding breakfast, first dance and reception.

Something I’d never really thought about for my wedding in 2018.

Becoming an expert in a certain industry helps you build trust and a strong portfolio in a particular niche. When a business owner in that niche checks your work, they’ll see a back catalogue of impressive work and they’ll consider you a lot more than somebody who has no experience at all.

But is niche writing all positive?

What are the cons of niche writing?

  1. Work becomes samey

  2. It’s in a cut-throat and crowded industry

  3. You’re denying yourself a range of different work

Okay, let’s tackle them in order:



Yes, writing the same thing can be repetitive, or what you want to write about may be a popular industry in a competitive world.

But there’s another way to look at it.

A bad copywriter will – take what they’ve done before, juggle a couple of things around and regurgitate similar stuff.

A good copywriter will – find something new to say, change the pace, feel and layout and make it look completely different, even if you’re saying the same basic thing.



If your chosen forte has a lot of competition you’ll raise your game and, if you’re a hard worker, you’ll elbow your way to the front and get your work seen.



This one is the biggie, for me. When you’re starting out you need your portfolio to sing. Yes, content writing for one industry is a great experience, but restricting yourself to this one avenue, while appealing to one sector won’t be attractive to somebody who is looking for, say, a slogan.


Is niche writing the way to go?

Every copywriter has their own opinion.

Personally, niche writing helped me a lot starting out.

Having a niche doesn’t mean turning down all other work – you can carve yourself two or three, which is particularly useful at the beginning and you don’t need to turn down work. It just means you become stronger and well known in a niche you enjoy writing about.

And finding what you enjoy writing about means you become an expert and that’s what wins you customers.

So, to niche, or not to niche.

Honestly, it’s up to you.

Until next time,


Matthew Drzymala, copywriter at Indelible Think

Written by Matthew Drzymala

Hey, I’m Matt, a freelance copywriter in Liverpool. I specialise in writing laid-back, chatty copy for businesses who want to sound like somebody with a pulse runs their business – not a robot.

I’m also a comedy author, when I get the bloody time!


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