How to Find Your Niche and Write an Elevator Pitch as a Freelancer

Starting out as a freelancer can feel overwhelming—especially when people ask, “So, what exactly do you do?” If you’re not sure how to answer that yet, don’t worry. You’re not alone.

Hopefully this article will help you:

• Figure out your creative niche (what you’re good at and what sets you apart from the competition)
• Write a short, confident elevator pitch you can use anywhere

What’s a Niche, and Why Do You Need One?

Your niche is your creative focus. It’s a combination of the type of work you do (e.g. being a photographer) and the kind of people or clients you want to work with (e.g. specialising in theatre or live music photography).

Having a niche helps because:

• It makes it easier to explain what you do
• Clients know if you’re the right fit for their project and have a portfolio of past similar projects (which helps them to trust you and gives them confidence in your ability)
• You stand out more (instead of being a general “creative”) and gain a reputation

Step 1: Find Your Niche

You don’t have to choose your forever niche; you can always change (and your skills developed will transfer), but for now just pick a direction to start with.

Ask Yourself:

• What type of creative work do I enjoy most?
  (Designing? Writing? Photography? Music?)
• What kind of people or businesses would I like to work with?
  (Fashion brands? Local cafes? Nonprofits? Artists?)
• What do people often ask me for help with?
  (Logos? Social media? Editing? Animation?)

Example Niches:

• Logo design for small businesses
• TikTok videos (content creation) for musicians
• Product photography for handmade brands
• Design work for sports brands
• Illustrations for childrens books

Choose something that feels fun, doable, and in demand. You can always shift later.

Step 2: Write Your Elevator Pitch

An elevator pitch is a one or two-sentence introduction about who you are and what you do. It’s called that because you should be able to say it in the time it takes to introduce yourself to somebody who got into a lift with you, before they reach their floor and get off.

Simple Formula:

“I do [type of work] for [type of client] so they can [benefit].”

Examples:

• “I make short videos for small brands to help them stand out on TikTok.”
• “I design logos for new businesses so they look professional.”
• “I illustrate fun characters for kids’ books that bring stories to life.”

Tips:

• Use clear, everyday language
• Focus on who you help and how
• Keep it short and friendly

What to Do Next

Now that you’ve got a niche and a pitch:

• Add your pitch to your social bios, website, or email signature
• Use it when you introduce yourself to potential clients or collaborators
• Keep tweaking it as you grow and get clearer on what you love doing
• Keep an open mind and explore other options that your specialism might unlock. Stay curious and say yes to opportunities, even if they don’t seem like a 100% fit.

You don’t have to have everything figured out to start. The most important thing is to try things, learn what you like, and talk about your work in a way that feels real and confident. Your niche and pitch will evolve with you.