In Parts 1 and 2 of 3, we explored how specializing as a copywriter can mean setting yourself apart from the competition, increasing your business (and pay), and doing more of the work you prefer. In part 3 of 3, we examine different ways you can specialize as a copywriter.
THREE DIFFERENT WAYS TO SPECIALIZE AS A COPYWRITER
Let’s take another look at the quote from Steve Slaunwhite (http://www.steveslaunwhite.com and http://www.forcopywritersonly.com):
“Be a specialist. Specialists do better than generalists. They attract more clients more easily, face less competition, and can charge more. You can specialize by industry (e.g. software, travel), by media (direct mail, white papers), or even by who your clients sell to (e.g. investors, parents, entrepreneurs).”
You’ll notice Steve mentioned three different ways to specialize your copywriting business: by industry, by
media, by who your clients sell to. Let’s look at each.
SPECIALIZE BY INDUSTRY
Specializing by industry obviously means targeting specific types of businesses. But which industries should you target? If you think back to Part 2 of 3, Amy Sorkin Kurland, copywriter and owner of Amy’s Words (http://www.amyswords.com), told us:
“When starting your business, the question should not be ‘who’s going to hire me,’ as much as ‘who do I want to be working for?’ Which industries appeal to you? Which will pay the most?”
If you target industries you’d like to work for, that appeal to you, and that pay the most, you’ll probably find that the copywriting you end up doing is far more enjoyable, and in turn you’ll produce a better product. In other words, targeting the industries that serve you best means you’ll serve them best.
SPECIALIZE BY MEDIA
Specializing by media is what Anne Pepper of Pepper Writing Company (http://www.pepperwriting.com) has done in her own copywriting business. Anne specializes in writing for the web and multimedia. Other copywriters might specialize in writing direct response or advertising copy.
Again, choose your media specialty based on a desire to work for the types of businesses that will end up hiring you, an interest in the media in question, and how well it pays (for a general guideline to payment rates, go here: http://www.writers.ca/whattopay.htm).
And don’t forget that if your clients like the work you do in your specialized media area, they’ll want to hire you for other media areas too.
SPECIALIZE BY WHO YOUR CLIENTS SELL TO
Specializing by who your clients sell to may seem similar to specializing by industry, and it is. But in this case, instead of selecting an industry based on the industry itself, you’re selecting an industry based on who that industry sells to.
For example, if being a parent is of great importance to you, you could target manufacturers of childcare products. Your interest in the copy would be high, as would be your desire to work for such manufacturers. And if the pay is good, once again you’ll have found a nice fit all around.
SPECIALIZE, AND MAKE THE WORLD A BETTER PLACE
At the end of the day, if you specialize based on what interests you, who you want to work for, and where you’ll get paid well for your efforts, you’ll be a happier, better, and wealthier copywriter — and if you ask me, the world needs more of those.
Copyright (c) Grant Pasay 2005. All rights reserved.
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