Two Niches? No problem.
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If I had a dollar for how many times I was asked:
“How do I write to two niches?”
Well, I would not be rich. But it would be easier to fund my growing plant obsession.*
Let's cut to the chase:
If you’re choosing the two-niche road, I need to know why.
>> Are you worried about being too specific and not getting enough clients?
>> Do you crave variety and want your practice to attract that?
>> Are you multi-passionate and simply unable to choose one?
Either way, we gotta dig deeper.
Lucky for you, I have 3 clarifying questions before you go down the two-niche yellow brick road. 🥾
#1: What stands in the way of choosing one niche?
What I typically see in the two-niche situation:
Niche A: Something super specific, memorable, and unique
Niche B: General niche (i.e. anxiety), casting a wide net to many different clients
Generalized Niche B intends to be inclusive and speak to all clients. Worthy goal!
However...
A super general niche often arises from a fear of not getting clients. Or the opposite—you're afraid an entire caseload of Specialized Niche A will bore you, burn you out, or both.
As a seasoned clinician who loves variety, I get this desire.
But as a copywriter? A generalized niche can have the opposite effect.
Fear is not the best guide for business decisions.
Please turn inward, work with your anxieties, and then decide if you need two niches.
You can also book a call with me to get my unfiltered opinion.
#2: What problem do you solve for both niches?
Let’s say that you are an addiction therapist and LMFT.
You can’t choose between writing your home page to support individuals with addiction OR to support couples with communication issues.
If you specialize in early recovery, a two-niche approach could look like this:
🧍🏽♂️Individuals: Helping individual clients in early recovery move toward long-term sustained sobriety
🧍🏻♀️🧍🏿Couples: Helping couples maintain a solid relationship when one partner is in early recovery
Both niches need a trusted guide to help them navigate the rocky, challenging times of early recovery to achieve long-term, sustained sobriety.
As a copywriter, I’d approve of this approach because it:
✅ Provides client variety without generalizing
✅ Solves a clear and specific problem
✅ Blends both your clinical specialties
✅ Positions you as an expert without being too general
See how it works?
Two populations + one problem = a compelling message that captures both niches.
Bonus: Your colleagues will easily remember and refer to you. 👏
#3: Are you up to marketing to two niches?
If you are set on two very different niches, you'll need a unique marketing strategy for each.
This approach takes additional time and strategy.
I would know; it’s what I did when I started my private practice. I felt passionate about serving two different populations. Please don't make me choose!
If you feel passionate about serving two niches, own it.
Then, get ready to market your buns off. Or hire someone to help you. My copywriter on-demand packages might do the trick.
🎊 QUIZ TIME 🎊
How many niches do you have?
A) Not sure, still figuring out my niche strategy
B) I settled on one niche
C) Two-niche club right here!
D) Psst, too many niches to count
Hit “reply” with your answer.
💙 Ari
TL;DR Writing copy for two niches requires you to dig deep to see if fear is running the show. If you choose two niches, create a cohesive message by identifying the problem you’re solving for both niches. Two niches = two marketing plans.
Need help writing copy for two niches? Let’s book a 60-minute Strategy Session to hash it out.
Need ongoing support to write copy to multiple niches? Check out Copywriter On-Demand Packages.
P.S.* Plant mom confession: I dropped an embarrassing amount of money this month on supplies to repot my plants. It was all worth it to see these ones so happy.
