When you boil it right down…
There are only TWO WAYS you can specialize as a copywriter.
In this thread, I’m going to break down both of ‘em, and explain why I think one is more important than the other.
~THREAD~
The first way you can specialize as a copywriter is by focusing on the MARKET you write for.
The big three are:
1) Health
2) Wealth
3) Relationships
These are universal desires we all share. As markets, they’re constantly refreshing themselves.
And on and on it goes.
Like the ferris wheel that never ends.
Now, you can go even deeper by specializing in a SUB-MARKET or a NICHE.
But here’s why specializing in a MARKET is a good idea:
Getting up to speed on markets you’re not familiar with takes research.
Digging.
Extracting the gold nuggets.
Sometimes you find the good stuff quick, other times not.
You’ve gotta put the time in, up-front, before you can even start THINKING about the copy you’re gonna write.
So, by becoming a specialist, you cut down on that time.
You already know what the trends are.
Who the prospects and heavy hitters are.
I’m sure you’ve heard the “family doctor vs brain surgeon” example before.
If you get brain cancer, who you gonna go see?
The brain surgeon, obviously.
The application for you as a copywriter being...
Just by being a specialist with better positioning.
Which then allows you to charge MORE for your services.
So, to recap:
1) You SAVE time on research
2) You attract higher-paying clients
3) You can charge MORE
#2 and #3 apply to the other type of specialization as well.
Which is…
The second way you can specialize as a copywriter is by focusing on specific TASKS like:
>> sales pages
>> webinar scripts
>> FB ads
>> daily emails
Specializing in one specific task can give you the upper hand when it comes to positioning too.
Which is how you can reap those same rewards I mentioned earlier.
Plus…
Your skill development will accelerate bigtime.
Because you’re only doing ONE type of work.
Over and over again.
I think MARKET specialization is more important.
And I’ll tell you why…
They don’t just need sales pages…
Or FB ads…
Or an email sequence…
They need EVERYTHING.
And, if they like you..
Plus, look at it from their POV:
Do you think they really wanna have to HIRE and MANAGE two different copywriters just to complete one project?
Hell no.
Not saying it can’t be done… or that you shouldn’t do it…
Quite the opposite, in fact:
You SHOULD focus on mastering one specific type of copy.
IMO, what's more important is:
Knowing the ins and outs of one of the big three markets.
Improves your positioning AND saves time on every project.
It made sense to specialize in health.
So I did.
But, then I realized I wanted to specialize in writing daily emails too...
Specializing in health FIRST is what made that possible, though.
Now, can you still do well as a generalist copywriter?
Of course.
I know plenty who do.
And that’s fine.
More power to ‘em.
Nothing wrong with it.
Hopefully this thread has shed some on light on it for ya.
And, a SIDE NOTE for any of you who also want to specialize in writing daily emails:
>> Ben Settle
>> @DailyCopywriter
>> @SCHM7DT
>> @AlexMullan13
>> @KJTurnbull
...every DAY.
You are what you eat.
So feed your mind the right stuff.
One more thing...