Niche Writer or General Copywriter? Yes, It Makes a Big Difference

You’re considering hiring a copywriter.

If it was just a matter of getting words on the screen, you might be able to do that yourself. But if you want a return on investment, improved leads, better audience connection, and higher search engine rankings, hiring a professional writer is your best option.

There are many writers out there. Some specialize in blogging, while others specialize in white papers. Most copywriters can write whatever you need: blogs, articles, case studies, and social media content. Those are just some of the services they can provide.

But what about your industry? How much do they know about what you do? When you decide on the type of writing service you need, your next step should be finding a writer who knows about your industry.

There are many advantages to hiring a writer dedicated to your specific industry – a niche writer. The more projects writers complete in your field, the more aware they are of trends and influential factors and how they may affect your product or service. They know how to communicate with your audience and what kind of information they need.

It’s like selling eco-friendly cutlery and not selling cameras simultaneously. You’re focused, and so is the niche writer.

Here are a few reasons to consider a niche writer over a general copywriter:

What You Get With a Niche Writer

• A Writer Who Is in Familiar Territory
• A Writer That Understands the Problem You Solve
• A Writer Who Is Enthusiastic About the Industry

A Niche Writer Is in Familiar Territory

Hiring a niche writer means the writer knows how to write copy for your specific market.

Imagine you’re looking for a quaint place to visit in Scotland. Both Charlie and Donna have been there. However, when Charlie says he spent some time in Scotland, he means he hung out at the Glasgow airport for several hours during a layover from New York to London.

Donna, on the other hand, spent a few weeks in Pitlochry. She can tell you how to get there, what store sells the best tweeds, where to buy jewelry made of highland heather, and where not to go for fish and chips.

A niche writer is like Donna. They have a solid knowledge base about your industry. When you hire them, they already understand your needs and your customer’s needs because of the research they continually conduct in your area.

Donna is current on industry trends and may even have direct contact with industry experts. She might not be an IT provider, but if she’s an IT copywriter, she lives in that world. She has the edge over a general copywriter who writes for any industry and has to learn about the IT industry specifically for your project.

Niche Writers Understand the Problem You Solve

Your product solves a problem for your customers. However, with content marketing, you are trying to do more than just sell. You’re trying to connect and engage with your target audience. You need a writer who understands what you do and can help your customers understand why you do it.

A writer who understands the problem you solve in-depth before they start writing has a huge advantage over one who doesn’t. This understanding comes from knowing your industry. A writer who regularly works in your industry can relay all the ways you solve a problem from a place of experience, not just by listing your product’s benefits or features. 

A Niche Writer Is Enthusiastic About the Industry

Marketing managers and businesses don’t often count a writer’s enthusiasm for a project as a bonus. But as a copywriter, some jobs are exciting because they’re in an industry we’re passionate about, while others are just jobs we need to do. While the end product can be excellent in both scenarios, consider this comparison.

You want to have a perfect smile, so you get braces. There’s the delight of using one less filter on your photos. Your excitement on the day you get the braces versus the day you get them off is on opposite ends of the spectrum. As a business, you want your writer to have the first day after braces excitement for every project.

Again, it’s not to say that a good copywriter won’t be able to give you precisely what you need. However, the enthusiasm for an industry shows even with a new writer. A writer working on a topic they care about will produce higher quality work than one who is indifferent but just getting the job done. 

What You Save With a Niche Writer

• Time, on Both Ends
• Money, Even Though They May Cost More
• Increased Productivity

You save time by not having to try out several writers before finding one who understands your message. The writer saves time by not having to search for all the pieces before they can create the content you need.

Research is a given, but a writer unfamiliar with your industry will have to start from scratch. They will begin with the industry, how your company fits in or stands out in that industry, and then your target audience.

A niche writer will already be familiar with most aspects of your industry, cutting down the time it takes to deliver your message effectively.

You save time, and so does the writer.

Money, Even Though They May Cost More

Niche writers may be more expensive than generalists, but you’re getting so much more.

There’s a reason general practitioners don’t perform surgery. A general practitioner can patch you up, but an accurate diagnosis and proper treatment call for a specialist.

A niche writer is a specialist. They know what works best in the industry and have insights a general writer may not have. You won’t have to pay several writers until you find the right one, nor will you have to pay for excessive research time or multiple revisions.

Specialists usually cost a little more. But the ROI is worth it.

Increased Productivity

When the writer you hired doesn’t need extra guidance from you or additional research time, you can get on with running your business. And the writer can get on with providing you great content and even offer content you didn’t know you needed.

Key Takeaways

In summary, when you need content for your business that you don’t have time to write yourself, hiring a niche writer saves your business time and money while boosting productivity.

Whether it’s a content writer or a copywriter, they will bring specialized knowledge and passion for their work. The result is high-quality content that aligns with your business goals.

A generalist is good. A niche writer is better.