Why Your Freelance Business Shouldn’t Be a Buffet
I went to one of those huge buffet restaurants last weekend. You know the kind – they have a little bit of everything: pasta, sushi, tacos, salad… the works. While the variety was impressive, nothing was truly great. The sushi was okay, the tacos were fine, but nothing had me running back for seconds.
It made me think about how many of us start our freelance careers the exact same way: as a human buffet, offering a little bit of everything. We think that advertising more services will attract more clients. What usually happens, however, is that we attract clients who are just looking for the cheapest, most generic option.
The most successful freelancers aren’t buffets. They’re the specialty restaurant with a line out the door, the one that becomes famous because they do one thing exceptionally well. If you want to build a sustainable and profitable business, you have to find your specialty.
Are You a “Jack of All Trades, Master of None?”
When you’re new, it feels safe to say “yes” to everything. A potential client asks, “Do you do writing?” “Yes! And social media. And email marketing. And graphic design.”
While it comes from a good place, this strategy leads to two major problems:
- You attract low-quality clients who don’t see you as an expert, but as a generalist who can do a bit of everything for a low price.
- You compete with thousands of others on crowded platforms, forcing you to constantly lower your prices just to get noticed.
Experts don’t compete on price. They compete on value. The first step to becoming a recognised expert is choosing your niche.
How to Find Your Niche: A 10-Minute Exercise
Ready to find your specialty? Grab a pen and paper and draw three overlapping circles. If you’re not a fan of drawing, just make three lists.
- Skills & Strengths: In the first circle, list everything you’re genuinely good at. Think beyond your main service. Are you a fantastic researcher? An amazing communicator? Super organized?
- Passions & Interests: In the second circle, write down the topics, industries, or types of work you actually enjoy. What could you happily talk about for hours? (e.g., sustainable fashion, tech startups, pet care, productivity apps).
- Market Demand: In the third circle, list who has money to spend on the skills you listed. Think about industries that are growing or businesses that have a clear, urgent need for your help.
Your most profitable and fulfilling niche lies where those three circles overlap.
For example, maybe you’re a skilled writer who is passionate about pets and knows that online pet supply stores are a booming industry. Your Niche: Content writer for e-commerce pet brands.
In my case, I love the outdoors (camping, hiking, and dirt bikes) and I think I’m a pretty good SEO writer, well the stats on my blogs tell me that! :). Over the years, I’ve narrowed my focus to become a blog writer for businesses within the outdoor adventure industry. That specialty is what’s led to freelance bylines with outlets like National Geographic Travel, Business Insider, BBC Travel, GritShift Media and We Are Explorers along the way.
See how much more powerful that is than just “writer”? You’re now an expert.
Finding Your Niche is a Journey
Finding the perfect niche is one of the most powerful things you can do for your business. It allows you to charge more, attract better clients, and build a stellar reputation much faster.
But if this exercise didn’t give you a single “aha!” moment, don’t worry. It took me many iterations and about four years to hone in on the niche I’m in now. It wasn’t that I disliked my previous work; it just didn’t feel 100% aligned with my interests.
My advice? Pick one thing, stick with it for a little while, and see how it feels. If you find something better along the way, make a small pivot. Keep adjusting until it feels just right.
Next Steps
If you’re ready to stop being a generalist and start building a real freelance business, I have a few resources that can help you take the next step.
- If you’re new to the freelance world and just trying to work out what direction to even start in… Freelancer Launchpad is the course for you.
- Want the full roadmap? My main course, Freelancing Fundamentals for Travellers, is a comprehensive guide to building a successful freelance business, including a private community and behind-the-scenes access to how I use platforms like Upwork.
- Ready to actually do the exercise properly? I walk through it in more detail, with more examples, in How to Find Your Freelance Niche: A Step-by-Step Guide.
