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The Case Against Specializing

by joe golfer
17 replies
Jason Leister isn't creating videos anymore in favor of concentrating on writing. But I came across this old video where he makes a case against specializing.


How about you? Are you a specialist or a generalist?
#case #specializing
  • Profile picture of the author Don Grace
    I started as a specialist in one niche, and I agree. After a few hundred letters in the same niche it gets mundane and boring. I like writing for multiple niches now, I find if I feel challenged and I find the niche interesting, the work is much easier and a lot more fun...
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  • Profile picture of the author Jonwebb
    I think niching down is helpful at first, when your starting out. After you've gotten enough reps ( lots a letters) then it becomes less necessary to stick to one game.
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  • Profile picture of the author laurencewins
    I write for multiple niches and I also proofread/edit. That gives me versatility and keeps my interest flowing.
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    Cheers, Laurence.
    Writer/Editor/Proofreader.

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    • Profile picture of the author ThePromotionalGuy
      I'm a generalist and love it.

      Over the course of 21+ years I've written for 42 different industries. That's because I fell into it from my existing clients who were already purchasing ad specialties from me.

      Just like marketing I've learned to use information from different industries to create copy.
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  • Profile picture of the author Mark Pescetti
    I'm glad I never fell into the trap of specializing.

    I love the challenge of chopping down my learning curve and catching a mean groove in a market I knew nothing about.

    Doing it right now.

    Did three other times this year.

    I found that when I did try to specialize in something, I resented my clients. It became so incredibly redundant. I heard it all before. And I got burnt out quickly.

    Being versatile is where it's at for me.

    Oh... and here's how to respond to a client's objection - if you've never written in their market or niche before:

    "Nope, I haven't written in the Live Amongst The Grizzly Bears niche before. But I never wrote in the How To Pick Up Twins... And Get Them Both Into Bed dating niche either. And I CRUSHED it for them. So..."

    Just saying.

    Mark
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  • Profile picture of the author Chriswrighto
    Specializing is the number one tip you read when you're learning how to write copy.

    People say that you should only focus on one market, to increase your success down the line.

    It's good in theory.

    I mean, imagine if you were the go-to guy in a certain niche?

    The only problem is that... it adds months to your learning curve.

    Which I'm against.

    People need to write to learn... and by rejecting potential client's, you really are shooting yourself in the foot.
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    • Profile picture of the author JohnRussell
      Originally Posted by Chriswrighto View Post

      Specializing is the number one tip you read when you're learning how to write copy.

      People say that you should only focus on one market, to increase your success down the line.

      It's good in theory.

      I mean, imagine if you were the go-to guy in a certain niche?

      The only problem is that... it adds months to your learning curve.

      Which I'm against.

      People need to write to learn... and by rejecting potential client's, you really are shooting yourself in the foot.
      Why does it add months to your learning curve?

      I write almost exclusively in the Financial space. Every letter I write I get more polished at writing financial copy - each promo builds upon the last.

      I don't see how it could add time to anyone's learning curve?

      The flip side of the coin is that some people don't specialize because they aren't good enough to build a reputation in a single niche.
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      • Profile picture of the author Chriswrighto
        Originally Posted by JohnRussell View Post

        Why does it add months to your learning curve?

        I write almost exclusively in the Financial space. Every letter I write I get more polished at writing financial copy - each promo builds upon the last.

        I don't see how it could add time to anyone's learning curve?

        The flip side of the coin is that some people don't specialize because they aren't good enough to build a reputation in a single niche.
        When I first started I didn't have a consistent line of work to keep me writing. Let alone in a single niche.

        Admittedly, maybe I should have written promos for myself, but usually it was a case of writing --> touting for client's --> repeat.

        I was happy to get anything I could write on.

        I think where we are disagreeing is because you have had copywriting experience prior to the freelance road.

        When I first started, I had ran my own sales businesses, but I was a complete newbie on the subject of copywriting.

        Some people learn by doing.

        Like myself.

        So I had to be writing and specialization didn't even cross my mind... because it would mean limiting the work I was willing to take on.

        Chris
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        • Profile picture of the author JohnRussell
          Originally Posted by Chriswrighto View Post

          When I first started I didn't have a consistent line of work to keep me writing. Let alone in a single niche.

          Admittedly, maybe I should have written promos for myself, but usually it was a case of writing --> touting for client's --> repeat.

          I was happy to get anything I could write on.

          I think where we are disagreeing is because you have had copywriting experience prior to the freelance road.

          When I first started, I had ran my own sales businesses, but I was a complete newbie on the subject of copywriting.

          Some people learn by doing.

          Like myself.

          So I had to be writing and specialization didn't even cross my mind... because it would mean limiting the work I was willing to take on.

          Chris
          I too learned by doing - I wrote a lot of copy freelance - mostly bizop - before I ever wrote for that traffic platform.

          And even at the traffic platform, I wrote in multiple niches and when I left there I had no name to build on. I wasn't allowed to use any of my samples - but I could write copy.

          For me it was simple - among the clients I wanted to work for - financial paid the most. And I enjoyed it. So why not specialize?

          If somebody comes waving enough cash, I'll write outside my speciality, sure. But I only pursue new business in financial. Having said that, I am also pursuing a health project right now - just to see how much I like it.

          Even starting out, there's enough work in many niches to specialize. And when you write one winning promo, it's easy to shop around to similar customers - and will get you far more traction in the same niche.

          Here's a little secret that not a lot of copywriters here talk about....

          If you work for clients that offer royalties (and you should) then often you'll start with small opportunities - maybe obscure products or cheap front ends. And you'll probably do so with smaller lists. All that combined = smaller royalties.

          But once you've earned your rep in a niche then you get work on the bigger projects. The ones where they send your promo to 400,000 people instead of 50,000 people. All things being equal, that's 8 times the royalties - just from earning your way to a bigger project.

          Let's say your promo sells $5M and you get 5% on top of you 5 figure fee. Not a bad payday. But you have to work your way up to those projects. And you can only do that if you specialize.

          I know - you can make big money as a generalist too - it just seems a much harder path to me.

          Maybe the difference is in the types of clients.

          Newbs need to be writing every day - I agree - but there's enough work out there to specialize in a niche and never run out of clients. And, it's far, far easier when you have a relevant portfolio to quickly land new clients.

          I am not saying that one has to specialize. It's their life and they have to do what they enjoy.

          But I also want newbs to know that it is viable. You could easily make a career only writing for financial. And, if you get bored in 5 years then (hopefully) you have a huge portfolio to show a pattern of winning promos to the health industry - as an example.

          So it's easy to segue to another niche after proven success in the first one.

          But...as I alluded to in my previous post...a lot of copywriters talk a big game. They posture and position. But their copy doesn't sell. You can't build a name inside a niche if your copy doesn't sell.

          Well, that's not entirely true. You do build a name - it's just not a good name.

          And if that is the case - it's easier to hide your lack of results as a generalist.

          Not saying that about any of the generalists here - I have no idea about them specifically.
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          • Profile picture of the author Chriswrighto
            Top post John.

            Anyhoo there's one thing I don't agree with:

            Newbs need to be writing every day - I agree - but there's enough work out there to specialize in a niche and never run out of clients.
            The first sales letter I wrote for a client pulled in $16k in 24 hours. I'd call that a success... but despite advertising in the same niche it took a little while to get my next client.

            I personally wouldn't start over and specialize in one niche. Although it can certainly work for some.

            But (a slightly related point to the topic as a whole)...

            When you have a success in a market, that tends to attract other marketers who want you to write their copy.

            Naturally, you begin to build up a name.

            And despite being a 'generalist' you'll be writing a lot for one niche.

            My point?

            Sometimes you become a specialist by accident.

            Chris
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            • Profile picture of the author JohnRussell
              Originally Posted by Chriswrighto View Post

              Top post John.

              Anyhoo there's one thing I don't agree with:

              The first sales letter I wrote for a client pulled in $16k in 24 hours. I'd call that a success... but despite advertising in the same niche it took a little while to get my next client.
              You are right...we don't agree

              That's a decent success for somebody who is new. But rather than advertise it you could have done some old fashioned sales work and probably turned that into 5 clients in the same niche in a month or 2.

              Sometimes you become a specialist by accident.
              True. But one could also call it finding your niche. After all it's hard to say what you'll enjoy writing...and what you'll be successful at unless you try a bunch of niches to start.

              Me...I like writing bizop copy because it's easy. And I am good at it. But I have to hose myself off after - and I don't enjoy that part. You need the kind of hose that they use to push rioters back.

              Anyway...

              Being a generalist is certainly viable - just pointing out that being a specialist is too.
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              • Profile picture of the author Memetics
                Specialise in that which you love, that which you are good at and eventually you will achieve excellence in your field and that is when the big money comes rolling in. Your adversaries will be other excellent copywriters who are just - if not more - talented or experienced than you in your field. That's what keeps your edge sharp and gives you the drive to keep focused and become the best.
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  • Profile picture of the author davehayes
    This thread is really interesting and like most others in here, I am not in favour of specialising, for many different reasons really, the main one being lifes experiences take us to so many different places that allow us to create excellent copy to suit some one.Generalisation is much better.

    Applied Education is the difference
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  • Profile picture of the author Mark Pescetti
    It doesn't matter if you're successful (in producing conversions) in just one market (like financial) or many.

    When people get a whiff of your track record, they want you. Period.

    Mark
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    • Profile picture of the author JohnRussell
      Originally Posted by Mark Pescetti View Post

      It doesn't matter if you're successful (in producing conversions) in just one market (like financial) or many.

      When people get a whiff of your track record, they want you. Period.

      Mark
      Right. So you are not shooting yourself in the foot in any way by specializing.
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      • Profile picture of the author Mark Pescetti
        Originally Posted by JohnRussell View Post

        Right. So you are not shooting yourself in the foot in any way by specializing.
        Not at all. If specializing gets you hot, do it. If not, don't.

        Every copywriter needs to figure that out for him or herself.

        Mark
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        Copywriting + AI = CopyPrompting... watch a 10 figure copywriter demonstrate how to produce endless, high-converting VSLs, ads, advertorials, landing pages and more... in the CopyPrompting Membership

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        • Profile picture of the author JohnRussell
          Originally Posted by Mark Pescetti View Post

          Not at all. If specializing gets you hot, do it. If not, don't.

          Every copywriter needs to figure that out for him or herself.

          Mark
          Agreed.

          To newbies reading the thread it looked pretty unbalanced though. I thought I'd share the other side of the coin. Which, I know, is what the OP was doing with this thread in the first place.
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