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Narrowing My Focus

by k0zm0zs0ul
17 replies
Do any of you have thoughts on specialization? I'd like to hear some views on it. I'm weighing my options and think I'd like to narrow my focus and specialize, but I'm having a hard time figuring out WHERE I'd like to specialize..

I'm the worst when it comes to making decisions sometimes, lol.

Any thoughts from some of ya'll more seasoned Warriors? Do you specialize in your copy? How focused within an area do you stay?

For instance..b2b...do you only write for a particular KIND of business, such as real estate agents?

Or catalog..do you only focus on say the clothing catalog niche? Or the furniture catalog niche? Or do you take them all, as long as it's catalog?

Online copy...do you only write sales letters for IM related info products? Mindset products? Or is it open season?

I'd like to narrow my focus, but I feel I'd get bored and become less of a writer if I write ONLY ad copy for fitness products, or ONLY ad copy for doctor's, etc.. I like to mix it up, but maybe that's detrimental.

I don't know... I'm exploring ideas. Thoughts welcomed.

Warm regards,
C
#focus #narrowing
  • Profile picture of the author Ross Bowring
    I know there's opposing schools of thought about this, but I like to work on a mixture of products and niches. What you can do is have general "copy for any niche" branding, but still specialize, behind the scenes as it were, in particular niches. Folk pull that off all the time.

    That's if you want to mix it up. But you might have a burning passion for a particular niche that I don't know about...
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    • Profile picture of the author k0zm0zs0ul
      Originally Posted by Ross Bowring View Post

      I know there's opposing schools of thought about this, but I like to work on a mixture of products and niches. What you can do is have general "copy for any niche" branding, but still specialize, behind the scenes as it were, in particular niches. Folk pull that off all the time.

      That's if you want to mix it up. But you might have a burning passion for a particular niche that I don't know about...
      I'm the same..I get a little bored if I write about the same thing all the time, but I know some copywriters subscribe to the belief that if you specialize you begin to over time write even better copy, simply because you know the market inside and out.

      I agree that knowing it inside out would likely make me a better writer, but can't I just agree to know several markets inside and out? Lol

      No particular burning passions as yet, unless you count music, and I wouldn't say that would be the best market to write copy for. lol


      @travlinguy I'm not crazy about the make money niche either... I do enjoy self-help though, and mindset, etc. I'm also intrigued with catalog copy, because I enjoy short form stuff, rather than loooong sales letters. Hmnn.. just don't know. lol
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  • Profile picture of the author travlinguy
    For me it's a matter of writing what I like. I'm a storyteller. I've been doing it since I was a small boy. I love it. As I went through school I learned how to make stories interesting in print. I had no interest in writing sales copy, just stories. Within the last 15 years or so, I found out that some of the best sales copy used stories to push people's hot buttons.

    And by accident I wrote some effective sales copy for an ebook I created. I didn't even realize (blushing) that copywriters and content writers were different. To me, a writing gig was a specific assignment with a specific goal. It might be to tell a story, evoke emotion, sell a product, whatever.

    To get to your question, I usually take assignments that allow me to use stories. I don't need to do it for a particular niche because it fits almost all niches.

    I can say though that I really don't much like writing for the moneymaking info product crowd. I find many of the people wanting this type of information to have wild expectations based on even wilder promises in the copywriting. I will occasionally take such an assignment but only if the client is realistic and knows his or her goals.

    Otherwise, I'll take almost anything because if you know how to push the buttons, the rest boils down to doing a bit of research on your product and to clearly identify your market. Once you're able to do those two things you have a really wide range of markets.

    This probably doesn't answer your question but maybe in a really roundabout way it does. To cap it off, decide what you really like to do and then tailor your assignments to fit that style.
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  • Profile picture of the author Lady
    Ask yourself, what am I good at ? What do I like to do? And finally, what can I see myself doing for an extended period of time? Once you have narrowed this down to a select group pick three and grow from there.
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  • Profile picture of the author Moolah_Copywriting
    Specialize. It seems that in any profession, the specialist always makes more than the generalist. I'm sure my family doctor would kill to make brain surgeon moolah. Specializing allows you to cultivate a deep knowledge of your market. You'll understand the inside secrets that makes real money. Clients will pay oodles for that experience.

    Stan
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  • Profile picture of the author Sam Mlambo
    A prolific copywriter here gave me this advice...

    Write for whatever projects come your way (as long as the pay is good). And you'll eventually carve out your niche/specialty.

    From there I believe you can market yourself as the goto expert for copywriting in that field.

    Or...

    How about making a list of niches in which you feel passionate writing for and only sign on for those type of projects?

    That could possibly help your decision making process

    I hope that helps.

    - Sam
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  • Profile picture of the author k0zm0zs0ul
    I agree that in most other professions, the specialist makes bigger bucks than the generalist. But I see the appeal of being a generalist if you're someone like me that likes to learn a lot about new things, lol.

    @Sam, I think that's good advice. I've only been at writing for a little over a year, and ad copy only the last half of that year or so, so maybe thinking specialization is still a little early for me.

    For now, maybe just focusing on writing killer copy for whatever I feel good about writing should be my focus, and eventually it will narrow down. It happened with my ghosting, the bulk of my ghost work is for the IM, social media/marketing, and consulting set.

    And actually that's been true of ad copy work as well, lol. But for me, I'm always choosy about the projects I will take on, whether copy or ghosting. If the topic or niche isn't something I feel I can do justice with research, or is something I can't respect, then I won't do it, and if I'm paid on it, I'll refund and politely refuse.

    There is nothing worse for me than trying to write within a topic or niche that A. Bores me to tears or B. Disgusts me for whatever reason! lol

    Anyway, thanks for the thoughts guys, you've all definitely helped me gain some clarity!

    Warm regards,
    C
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  • Profile picture of the author wrcato2
    I think a copywriter is a copywriter. Look at Halbert, Swartz, Carlton, Hart. They didn't specialize in one field. They take the work that comes. Halbert once said he wouldn't write copy for a politician, because he would win the election.

    I feel and this is my thought only, copy writing is a specialty niche, just like article writing and blogging.

    If I feel that the product is good and the job is on the level then I would take the job. It doesn't matter if it is for a clothing catalog or a IM product. It will pay the bills.
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    • Profile picture of the author johnng
      Oh dear! I hate writing full stop! Pretty hopeless. I am so envious of some of you seem to have a passion for writing!
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      John Ng
      http://www.homeworkers.me

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      • Profile picture of the author Loren Woirhaye
        There used to be an auto-shop near where I lived (it's probably
        still there, but I'm, not) which had a sign reading:


        "We Specialize In Foreign and Domestic Autos"

        ... I was like "WTF? isn't that an oxymoron?"

        Nonetheless, I think that sign probably worked ok. I think
        the shop started out working on German cars, Volvos,
        and Saabs. Probably people started asking them if they
        could fix a Ford. Ok - the sign probably didn't hurt the
        shop's business but it's still a stupid thing to claim you
        specialize in everything.

        The thing about specialization is that it tells the marketplace
        of CLIENTS! what it is you do. This has to do with
        the neurological nature of positioning - not with the idea
        that taking a position means not discounting your fees.

        Neurologically speaking, consumers want to know they've
        come "to the right place".

        If you want to specialize, and I advise you to, make a list
        of all the subjects you are personally enthusiastic about,
        either because you learned about them for your own
        reasons (like my interest in woodworking) or because you
        learned about them for a work project.

        Just write down everything that comes to mind.

        A good method for expanding your general and specialized
        knowledge is to read a book every month or so on something
        you have no interest in. Once you learn something about
        most subjects you'll start to find them more interesting.
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        • Profile picture of the author lenlatimer
          Picture punching through a piece of paper with a butter knife.
          Now picture doing it using a sharp pointed steak knife. The steak knife cuts through easily, because it's point is focused.

          Just one point of view.
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          Len Latimer
          Copy-In-A-Box, an amazing Word Add-in Tool that adds Dazzle & Personality to your copy. My WSO

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    • Profile picture of the author MikeHumphreys
      Originally Posted by wrcato2 View Post

      I think a copywriter is a copywriter. Look at Halbert, Swartz, Carlton, Hart. They didn't specialize in one field.
      Not quite. For years Carlton wrote almost exclusively for OHP products in the golf and guitar niches. He also wrote a ton in the bodybuilder and martial arts niches.

      I don't know Halbert and Schwartz's stories well enough to comment on them.

      Ben Hart is a really sharp marketer who many people don't know of and probably should. He's been writing almost exclusively for his own businesses for a number of years now but prior to that, he produced over 500 million in sales for his clients over a 20 year time span. Ben told me himself that a lot of his clients paid him royalties as part of his fee... which means he did some serious qualifying on who he wanted to work with and were willing & able to pay his terms.

      They take the work that comes.
      Not true. All of them were known for being picky about who they would write for. All of them knew/know that giving a great sales letter to someone who was clueless about marketing would lead to disasterous results.

      I feel and this is my thought only, copy writing is a specialty niche, just like article writing and blogging.
      It's a highly valued specialty which is why it's the highest paying type of writing I know of.

      If I feel that the product is good and the job is on the level then I would take the job. It doesn't matter if it is for a clothing catalog or a IM product. It will pay the bills.
      I would encourage you to stop accepting projects that just pay the bills and start looking for ones that you can be passionate about. Writing emotionally charged copy is a lot easier when you're writing about things that you feel passionate about.

      If you are aggressive in marketing yourself to find the right targeted prospects (i.e. the types of people you want to work with -- not just the ones with the monies to pay you), then you will find it much easier to be pickier about which projects you accept.

      The other thing is... a lot of copywriters seem to forget that online sales copy is only about 25% of the total market. There's a HUGE pool of potential clients if you look at other media types.

      No one said you had to stick with only writing online copy. No one said you could only look for potential clients in the Warrior Forum. It's a huge world out there... so use your marketing chops to find the clients that YOU want.

      At least that's been my experience, so take it as such.

      Take care,

      Mike
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      • Profile picture of the author k0zm0zs0ul
        Originally Posted by MikeHumphreys View Post

        Not quite. For years Carlton wrote almost exclusively for OHP products in the golf and guitar niches. He also wrote a ton in the bodybuilder and martial arts niches.

        I don't know Halbert and Schwartz's stories well enough to comment on them.

        Ben Hart is a really sharp marketer who many people don't know of and probably should. He's been writing almost exclusively for his own businesses for a number of years now but prior to that, he produced over 500 million in sales for his clients over a 20 year time span. Ben told me himself that a lot of his clients paid him royalties as part of his fee... which means he did some serious qualifying on who he wanted to work with and were willing & able to pay his terms.



        Not true. All of them were known for being picky about who they would write for. All of them knew/know that giving a great sales letter to someone who was clueless about marketing would lead to disasterous results.



        It's a highly valued specialty which is why it's the highest paying type of writing I know of.



        I would encourage you to stop accepting projects that just pay the bills and start looking for ones that you can be passionate about. Writing emotionally charged copy is a lot easier when you're writing about things that you feel passionate about.

        If you are aggressive in marketing yourself to find the right targeted prospects (i.e. the types of people you want to work with -- not just the ones with the monies to pay you), then you will find it much easier to be pickier about which projects you accept.

        The other thing is... a lot of copywriters seem to forget that online sales copy is only about 25% of the total market. There's a HUGE pool of potential clients if you look at other media types.

        No one said you had to stick with only writing online copy. No one said you could only look for potential clients in the Warrior Forum. It's a huge world out there... so use your marketing chops to find the clients that YOU want.

        At least that's been my experience, so take it as such.

        Take care,

        Mike
        Amen Mike! Great post. I've been focusing on a plan to do exactly that, and expand into other mediums rather than just online work.

        Online is great, but there is just so much more available if you don't limit yourself to online, and that's a bit what I've been doing, limiting myself to online clients and projects.

        And relying on the WF has never worked out well for me for garnering clients. lol Most don't like my prices.

        Thanks again Mike and all of ya'll that have contributed to this post. :0) Great stuff to make a girl think!

        Warm regards,
        C
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  • Profile picture of the author k0zm0zs0ul
    A good method for expanding your general and specialized
    knowledge is to read a book every month or so on something
    you have no interest in. Once you learn something about
    most subjects you'll start to find them more interesting.
    Excellent advice. I'm a big believer in self-education and expanding your horizons, but tend to focus more on reading those things that definitely interest me. So making a point to just learn a little something about a new subject each month that may not necessarily ignite me right away is a great way to expand even more.
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  • Profile picture of the author Ronak Shah
    Cori, I'll tell you..

    Do what you love to do.

    What's your passion?

    There has to be a burning desire somewhere in your heart like I have for Internet Marketing.

    If I'm writing sales copy for something I am already convinced about, my sales copy would definitely turn out to be great enough.

    I pick niches only where I'm sure it's not going to be a chore for me because it's fun. Especially when I know quite a lot about niches like Internet Marketing, Parenting, Pyschology, Dating and Body Building; it makes my life much more easier.

    I enjoy every minute I spend in writing for these niches.

    Specialize in only those niches you love to write. Keep the rest aside.
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