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!