Old newbie seeking advice ...

11 replies
I've been a member for less than 24 hours, but I need to get my question off my chest before I lose my nerve:

I am a former journalist (10 years) who left the field to become a medical transcriptionist/editor (15 years) while I raised my 2 kids. Now that I have a freshman and a senior in high school, I feel it's time for a change.

I am wanting to transition back to writing, and I've done a few freelance copyediting assignments for 2 different clients, but nothing that pays the bills.

I DO NOT want to do article writing. I'm really more interested in the case study/customer success writing for businesses, but I am not sure how to go about finding the clients. I keep hearing there is a need for this type of copywriting, but I'm having a hard time finding someone who does this primarily for a living, as well as where the need is for this.

If anyone has any advice, please let me know!

Any consideration is greatly appreciated.
#advice #newbie #seeking
  • Profile picture of the author Alex Cohen
    Originally Posted by KayHodge View Post

    I've been a member for less than 24 hours, but I need to get my question off my chest before I lose my nerve:

    I am a former journalist (10 years) who left the field to become a medical transcriptionist/editor (15 years) while I raised my 2 kids. Now that I have a freshman and a senior in high school, I feel it's time for a change.

    I am wanting to transition back to writing, and I've done a few freelance copyediting assignments for 2 different clients, but nothing that pays the bills.

    I DO NOT want to do article writing. I'm really more interested in the case study/customer success writing for businesses, but I am not sure how to go about finding the clients. I keep hearing there is a need for this type of copywriting, but I'm having a hard time finding someone who does this primarily for a living, as well as where the need is for this.

    If anyone has any advice, please let me know!

    Any consideration is greatly appreciated.
    Writing case studies for corporations is a sub-niche of copywriting, and can provide a full-time, freelance income. So let me encourage you to follow your dream and pursue it.

    The skill is specialized (different from other types of writing), so you'd have a better foundation if you got some training before proceeding.

    There are books and courses available on the topic. A course would be better, because you should get an element of personal contact with the teacher. I'll check around and see if I can come up with a good recommendation or two.

    Alex
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    • Profile picture of the author KayHodge
      Wonderful, Alex! Thank you so much for replying. I have taken a course on it, and have read books and blogs. To the best of my understanding, I would be best suited to the types of case studies that read like feature stories. I'm just trying to get my ducks in a row as to where my best target audience would be. After spending 15 years in patient reports, I have a pretty good medical vocabulary, but I don't know how well a freelancer would fare in doing patient/customer stories for practices and hospitals, given that so many use agencies.

      Once again, thank you for your advice!
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      • Profile picture of the author Alex Cohen
        I wish I could help more, but full-time case study writing is not in my wheelhouse.

        Steve Slaunwhite is the most well known and respected person (to me) who teaches it. He could advise you.

        His contact info can be found here: Writing Case Studies | Copywriting Training Center

        Alex
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        • Profile picture of the author marciayudkin
          One expert on case studies is Casey Hibbard. Her website is Compelling Cases | The success story specialists .

          For what it's worth, with your background in journalism you can succeed in "regular" copywriting as well. Before going into copywriting, I wrote for national magazines. And I've trained several journalists in copywriting, including a Pulitzer Prize winner. It takes a major shift in perspective to be writing to persuade buyers, but with good wordsmithing skills you tend to have a huge advantage over others who don't have a knack for language.

          Writing case studies is less of an adjustment than writing sales pages, but you might want to broaden your exploration a bit at this stage of your career.

          Good luck,
          Marcia Yudkin
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          • Profile picture of the author angiecolee
            Originally Posted by marciayudkin View Post

            One expert on case studies is Casey Hibbard. Her website is Compelling Cases | The success story specialists .

            For what it's worth, with your background in journalism you can succeed in "regular" copywriting as well. Before going into copywriting, I wrote for national magazines. And I've trained several journalists in copywriting, including a Pulitzer Prize winner. It takes a major shift in perspective to be writing to persuade buyers, but with good wordsmithing skills you tend to have a huge advantage over others who don't have a knack for language.

            Writing case studies is less of an adjustment than writing sales pages, but you might want to broaden your exploration a bit at this stage of your career.

            Good luck,
            Marcia Yudkin
            I believe Ed Gandia interviewed her for a episode or two in his B2B Business Launcher podcast. Great episodes here if you want to get started: High-Income Business Writing podcastB2B Biz Launcher
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            • I guess case studies are kinda like flash fiction, only with neither the fiction nor the flash, an' everythin' of the frisson of story smacko between 'em.

              Never wrote one, so what do I know, but it is mebbe on my list for 2016.
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            • Profile picture of the author KayHodge
              Hi, Angie. I've actually subscribed to Ed's podcasts (both of them) for over 2 years. And I did start his course on case studies with AWAI, but I a little disappointed with it. He still gives great advice, though.
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              • Profile picture of the author angiecolee
                Originally Posted by KayHodge View Post

                Hi, Angie. I've actually subscribed to Ed's podcasts (both of them) for over 2 years. And I did start his course on case studies with AWAI, but I a little disappointed with it. He still gives great advice, though.
                Good to know - I've never taken his courses, just listened to the podcast and recalled it when reading your question. And I don't spend much time writing white papers or case studies as a copywriter, so I s'pose I could butt out and let more knowledgeable people chime in. LOL
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          • Profile picture of the author KayHodge
            Hi, Marcia. I actually have Casey's book, and it was her course on case studies that I took at the beginning of this year. It's the getting started I'm having problems with, the whole "hey, I have to talk to a living breathing human and make the ask for business" part. Interviewing the customers is the easy part.
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            • Profile picture of the author angiecolee
              Originally Posted by KayHodge View Post

              Hi, Marcia. I actually have Casey's book, and it was her course on case studies that I took at the beginning of this year. It's the getting started I'm having problems with, the whole "hey, I have to talk to a living breathing human and make the ask for business" part. Interviewing the customers is the easy part.
              Look up marketing managers on LinkedIn - start with fields you have experience in (drawing on your past + reaching out to people you know in marketing is a great place to start).

              Reach out via email/phone call/mail/carrier pigeon.
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              • Profile picture of the author marciayudkin
                I actually have Casey's book, and it was her course on case studies that I took at the beginning of this year. It's the getting started I'm having problems with, the whole "hey, I have to talk to a living breathing human and make the ask for business" part. Interviewing the customers is the easy part
                Cold calls are not the only way to get case study clients! If she said that, that's wrong. You can do direct mail campaigns, start a blog on case studies, do a survey to get known in an industry, go to networking meetings within the niche you want to work in, and much more.

                Figure out which methods of marketing feel good to you (everyone has some). If you're an introvert and it feels like everyone is trying to get you to market as if you're an extrovert, get my MARKETING FOR INTROVERTS ebook on Amazon to get your head turned round on that.

                Best of luck to you,

                Marcia Yudkin
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                Check out Marcia Yudkin's No-Hype Marketing Academy for courses on copywriting, publicity, infomarketing, marketing plans, naming, and branding - not to mention the popular "Marketing for Introverts" course.
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