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Title: Copywriting: Specialize For Your Own Sake -- Part 3 of 3
Author: Grant Pasay
Article:
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.
You may forward this article in its entirety (including author
bio/links) to anyone you wish.
About the author:
Grant Pasay is a professional website copywriter, advertising
copywriter, and SEO copywriter serving clients in Vancouver, BC
and everywhere. Grant is also the author of the FREE e-book,
"The Internet Is Like A Refrigerator."
For copy that captures your business message without any of the
hassle, go to http://grantpasay.com/ Check out Grant's FREE
e-book at http://grantpasay.com/refrigerator/
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