Should I Specialize?
It's tempting when starting out as a freelancer to want to take
any assignment that comes along. But is that a good idea? Should
you seek out work in all types of niches? Or should you
specialize?
We asked AWAI board member Bob Bly, for his thoughts. Here's
what he had to say...
"There are very important reasons to become a specialist as a
copywriter, graphic designer, or travel writer . . . AFTER
you've become established in your career.
"As a specialist, you're an expert. You don't have to spend as
much time researching your product area as you do if the niche
is brand-new to you. You have a more robust "swipe file." Your
writing or designing is easier -- and you're able to complete
assignments much faster.
"As a specialist, you develop a reputation among potential
clients as an expert who develops the perfect package every time
. . . a freelancer who is on time and knowledgeable.
"And, as a specialist, you command more money than a generalist.
While it may seem like you narrow your opportunities by
specializing, the reality is that you have less difficulty
getting good paying assignments. It's the same principle that
allows brain surgeons to charge more than internists.
"But, as I said, this is AFTER you've become established.
"Cast a wide net when you're starting out. However, you should
not take just 'anything that comes along.' If you do, your work
will show it. Instead, adopt a 'broad-specialization' approach.
"Begin by writing down 10 things you are passionate about. And
I'm serious. Write them down. Does the stock market get your
heart pounding? Are you constantly advising friends about
alternative health? Are you an information junkie? If so, add
these potential specialties to your list.
"Do not limit yourself to business subjects. What are your
hobbies and leisure interests? Are you a rabid fisherman? Do you
love to read? Are you a fanatical quilter? Look closely at your
life and what you choose to do in your free time. There are no
better areas to specialize in than those that excite you. You
write or design passionately about the things you love.
"Have you been working at your job or in the same industry for
10, 20, or 30 years? That qualifies you as an expert! One of my
students was a schoolteacher for 28 years. I told her to look
into marketing educational supplies -- which she did quite
successfully.
"However, don't make a mistake that many new freelancers make
and limit yourself solely to those areas. Be open to new things
that sound interesting. I know a copywriter who successfully
specialized in health, computers, and investing. He was
approached to do some real estate writing, which he'd never
done. He tried it and loved it. And can make an outstanding
amount of money doing it!
"If you're a travel writer, adopt the same broad-specialization
approach. Develop a list of 10 to 15 destinations or travel
activities you enjoy. This will be the basis of your job-seek
list. At first, however, I do not advise you to specialize in
specific types of travel articles (destination,
special-interest, side-trip, and the like).
"By adopting this broad-specialization approach, you're not
quite a generalist. But, by the same token, you haven't
established yourself as a specialist yet -- the approach that
will eventually move you up into a higher income range.
"You'll discover that finer-focused specialization will happen
almost automatically over the course of a year or two. You may
have started out working in 10 areas, but let's say your last
six out of eight assignments were all for investment
newsletters. Guess what? You're an investment-newsletter
specialist. If you've had 13 eco-tourism articles accepted over
the past year, you're a specialist in eco-tourism!
"Broad specialization is an effective way to build the skills
you are learning as a graphic designer, copywriter, or travel
writer. But remember to specialize in areas that excite and
intrigue you. Your passion will shine through . . . your work
will sparkle with your enthusiasm . . . you'll be able to
develop strong packages that sell every time. And you'll gain a
reputation as a top freelancer in your field."
Reprinted from the American Writers & Artists Institute's weekly
e-zine, "The Golden Thread"
http://www.awaionline.com/thegoldenthread