[ The Two Ways to Specialize as a Copywriter ]
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~
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~
WAY #1: Market Specialization
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.
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.
Old consumers exit the market as new consumers enter it.
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:
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:
First, it saves you lots of TIME.
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.
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.
But, at the end of the day…
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.
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.
Second, becoming a market specialist improves your positioning.
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...
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...
You’ll naturally attract higher-paying clients.
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
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
Now, to be fair…
#2 and #3 apply to the other type of specialization as well.
Which is…
#2 and #3 apply to the other type of specialization as well.
Which is…
WAY #2: Task Specialization
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.
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.
You become the “go-to” guy when someone needs a killer [insert task here].
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.
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.
Now, which one do I think is more important?
I think MARKET specialization is more important.
And I’ll tell you why…
I think MARKET specialization is more important.
And I’ll tell you why…
Most clients don’t need just ONE task.
They don’t just need sales pages…
Or FB ads…
Or an email sequence…
They need EVERYTHING.
And, if they like you..
They don’t just need sales pages…
Or FB ads…
Or an email sequence…
They need EVERYTHING.
And, if they like you..
Why would they want to hire anyone else to do it?
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.
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.
So that’s why I think TASK specialization is less important.
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.
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.
But it’s likely gonna be awhile before you can restrict yourself to doing ONLY that type of work.
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.
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.
Given my background as a personal trainer and massage therapist…
It made sense to specialize in health.
So I did.
But, then I realized I wanted to specialize in writing daily emails too...
It made sense to specialize in health.
So I did.
But, then I realized I wanted to specialize in writing daily emails too...
Which I've been working at for a while now.
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.
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.
But, if you DO want to specialize… and haven’t been sure how to go about 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:
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:
You should be reading…
>> Ben Settle
>> @DailyCopywriter
>> @SCHM7DT
>> @AlexMullan13
>> @KJTurnbull
...every DAY.
You are what you eat.
So feed your mind the right stuff.
One more thing...
>> Ben Settle
>> @DailyCopywriter
>> @SCHM7DT
>> @AlexMullan13
>> @KJTurnbull
...every DAY.
You are what you eat.
So feed your mind the right stuff.
One more thing...
