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Looking for a little help in choosing specialties.

by JonKnight
13 replies
Hi, folks. I've recently discovered this (spectacular) forum and spent a week combing it hungrily. Completely impressed by the level of maturity and kindness around here.

I'm a relatively new copy writer - 4 years running, but so far only very part-time - and I'm searching for some advice, direction... criticism, kicks, pushes.

Mostly, I'm just looking for guidance in finding a niche.

Thus far I've been a generalist in terms of the projects I've undertaken, though I've specialized a little when it comes to companies, taking on mostly industrial and financial clients. With them I've done brochures, client emails, web copy, installation manuals, some physical ads, etc.

"But Mr Knight, how are we supposed to tell you what to specialize in? We don't even know you... you have to follow your heart!"

First of all, please, call me Jon. Secondly, maybe this will help: I HATE MARKETING.

Okay, I don't hate all of it... I enjoy writing persuasively. But... I do hate some of it. What I can't stand is scheming, and the thought that I'm adding to the noise of the world; I've no desire to tell anybody about the top 8 golden rules or to blow the lid off of anything.

Now, I've got nothing against those who do a lot of this direct marketing or who get down and dirty with the latest sales tricks (I used to do door to door; I was decent but never could bring myself to pull the "take away sale").

I actually admire people who can do this. I really can't. This is probably why I've taken on the clients I have, who are mostly industrial and for whom good writing tends to be up front, transparent and sincere. I'm better at that.

So, what do you think? I'm taking this vocation full-time, and though I'm confident in my ability and I put in the hours, I feel that I lack some perspective. What is the role in the world of copy writing for sincerity? Is it simply up to me to choose wisely when it comes to clients? Are there mediums that might suit me better?


Thanks in advance to any responders- I appreciate every word!


Jon
#getting started #honesty #sincerity #specialties #specialty
  • Profile picture of the author Alex Cohen
    Sounds to me like you have no choice.

    Since you're unwilling to use many of the persuasion tactics required in the B-2-C niches, B-2-B is your only option.

    Alex
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    • Profile picture of the author ewenmack
      Jon, there's the technology world in which the makers want people,
      possibly like you, to take what they have and explain what it does
      in easy to understand language.

      There's a whole industry come out of this, and it's called explainer videos.

      The theme is clarity as to what it does, not persuasion.

      This field may be a fit to your natural talents.

      Best,
      Doctor E. Vile
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    • Profile picture of the author JonKnight
      Originally Posted by Alex Cohen View Post

      Sounds to me like you have no choice.

      Since you're unwilling to use many of the persuasion tactics required in the B-2-C niches, B-2-B is your only option.

      Alex
      Thanks Alex. You may be right, though I fear this may hamstring me this early in my career and make it a little difficult to get going. Just researching white papers at the moment...


      Originally Posted by ewenmack View Post


      This field may be a fit to your natural talents.

      Best,
      Doctor E. Vile

      Interesting suggestion Doctor, thanks :-) I should say that I do enjoy selling and persuasive writing; perhaps it's just certain aspects of it that rub me the wrong way. The B2B world may be a good fit. We'll see.
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      • Profile picture of the author ewenmack
        Originally Posted by JonKnight View Post

        Interesting suggestion Doctor, thanks :-) I should say that I do enjoy selling and persuasive writing; perhaps it's just certain aspects of it that rub me the wrong way. The B2B world may be a good fit. We'll see.
        Check out some of the videos they did for their clients...

        Demo Duck | Handcrafted Animated Explainer Videos

        Best,
        Doctor E. Vile
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      • Profile picture of the author Alex Cohen
        Originally Posted by JonKnight View Post

        Thanks Alex. You may be right, though I fear this may hamstring me this early in my career and make it a little difficult to get going. Just researching white papers at the moment...
        Writing case studies can be fairly lucrative.... they require persuasion skills.

        About a year ago, I listened to an interview featuring a woman who has a course on the subject. I didn't take notes, though, and can't remember her name sorry to say. Maybe someone else in this thread knows of her.

        Alex
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        • Profile picture of the author joe golfer
          Originally Posted by Alex Cohen View Post

          Writing case studies can be fairly lucrative.... they require persuasion skills.

          About a year ago, I listened to an interview featuring a woman who has a course on the subject. I didn't take notes, though, and can't remember her name sorry to say. Maybe someone else in this thread knows of her.

          Alex
          Yes, case studies run roughly $800-1200. White papers run $4,000-$6,000 and up depending on length/complexity.

          Might have been Casey Hibbard. She is one of the "go to" names when it comes to case studies.
          Compelling Cases | The success story specialists
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          Marketing is not a battle of products. It is a battle of perceptions.
          - Jack Trout
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  • Profile picture of the author joe golfer
    Jon, here are a couple articles about B2B that might give you some insight:

    Is B2B Copywriting for You? 5 Questions that Will Help You Decide

    A Candid Conversation with B2B Marketing Ace BOB BLY | MakepeaceTotalPackage.com
    Signature
    Marketing is not a battle of products. It is a battle of perceptions.
    - Jack Trout
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  • Profile picture of the author John Lloyd
    I don't think honesty or sincerity need be an enigma in the profession. If anything, a copywriter who can convincingly demonstrate those qualities in his work has a lot of money coming their way.

    Sure, there's a lot of snake oil copy out there. But at the end of a day, a bad product or service can only be propped up by good copy for so long. The guys fleecing the masses with crap info-products are running out of ideas by now anyways. Well, one can hope...

    It seems to me what you need is not necessarily a niche but just a product you believe in. There's plenty of genuine entrepreneurs trying to launch good products who would love to have a competent copywriter on their team. Find one you want to work with and shoot 'em an email.
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    • Profile picture of the author KreativCopy
      Originally Posted by John Lloyd View Post

      I don't think honesty or sincerity need be an enigma in the profession. If anything, a copywriter who can convincingly demonstrate those qualities in his work has a lot of money coming their way.

      It seems to me what you need is not necessarily a niche but just a product you believe in. There's plenty of genuine entrepreneurs trying to launch good products who would love to have a competent copywriter on their team. Find one you want to work with and shoot 'em an email.
      Hi Jon, I agree with the above.

      You might find also that the niche finds you, not the other way round

      I totally 'get' what you mean by not wanting to add more noise to the world and about being sincere in your copy. Personally I don't take on projects I don't believe have value and have turned down lucrative contracts in the past as they just did not 'feel right' or went totally against my core values.

      What sort of copy do you like writing? What are you interested in? Have you seen any copy anywhere where you thought 'Wow, I wish I had been the copywriter on that' ? Answering some of these questions might help narrow down your search.

      Sure - research B2B, white papers, cases studies and the like, but one bit of advice I would give you is 'don't make it just about the money'.

      Good Luck.
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  • Profile picture of the author Raydal
    Originally Posted by JonKnight View Post


    I'm a relatively new copy writer - 4 years running, but so far only very part-time - and I'm searching for some advice, direction... criticism, kicks, pushes.

    Mostly, I'm just looking for guidance in finding a niche.
    You may find this article helpful:

    Niches for copywriters: 7 things you probably didn't know | S.S. Treasure Hunt - Membership Community for Copywriters

    -Ray Edwards
    Signature
    The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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  • Profile picture of the author JonKnight
    Thanks a ton for all the excellent replies.

    I think KreativCopy and John Lloyd have a point that whether or not market copy is cynical or sincere depends mostly on the kind of clientele and products you choose to get behind, which is of course within my control.

    Originally Posted by joe golfer View Post

    Really helpful links. Steve Slaunwhite's point about B2B being typically "low-hype" speaks to my concerns I think, and I am going to look into case studies and white papers as an avenue.

    Originally Posted by KreativCopy View Post

    What sort of copy do you like writing? What are you interested in? Have you seen any copy anywhere where you thought 'Wow, I wish I had been the copywriter on that' ? Answering some of these questions might help narrow down your search.

    Sure - research B2B, white papers, cases studies and the like, but one bit of advice I would give you is 'don't make it just about the money'.

    Good Luck.
    Good points. I'll have to get reading to figure this out I think.
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  • Profile picture of the author DougHughes
    White papers, annual reports, internal communications, corporate communications, press releases, executive bios, catalog copy, brand copy, training materials, presentations.

    Yes, I agree, enough writing in the tech sector to last everyone here a lifetime.
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    I write copy. Learn More.>>

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