As a freelance writer, should you be a generalist or a specialist?
I personally started out as a generalist. I was a freelance writer who’d basically do any job that came my way that first year...because MONEY.
But you know what? That was a tough year.
It was exhausting learning about tons of new industries and the ins and outs of different styles of writing (like blog posts vs. website copy vs. eBooks, for example.)
So a year into freelancing, my husband nudged me to take Paul Jarvis’s Creative Class course. And I did it.
During the course, I again heard this same message I'd heard time and time again: Pick a niche; be seen as a professional.
But I kept thinking, “What about the money I’ll miss out on by saying no to gigs?”
I wanted that money. But it turns out that wasn’t a problem.
The more I specialized as a freelance writer, the more I got hired.
I like to think of it this way: If you were hiring someone to paint a mural on the side of your building, would you want to hire someone who positioned themselves as a more general ‘artist’, or someone who specializes in painting large-scale murals?
Um...it’s the latter.
While the artist can probably get the job done, the mural specialist is likely going to have a process in place for each step of the execution process, can give an accurate forecast around how long the project will take, and is familiar/comfortable with the tools needed to execute this type of project.
The same is true for freelancing.
Would clients be more likely to hire a generalist that labels him or herself as a freelance writer (with no specialization around a specific industry, type of writing, etc.) or a highly knowledgeable subject matter expert who does one type of writing for companies similar to their own?
Again, it’s the latter.
Sure, generalists have their places. And I am all for the pursuit of well-rounded knowledge and expertise.
But when you’re trying to get hired, it makes a lot of sense to have a specific area of focus--both for you and for the client.
Other reasons freelance writers should specialize
You’re pulling from an existing knowledge base rather than learning from scratch every time you start a new project.
You build up a network of contacts within your niche that you can leverage for quotes, insights, and expertise you tie into your projects.
Referrals come easier, because you’re constantly working with like-minded people who understand what you do as a freelance writer (and know a bit about your track record.)
If you just want more of my insight on this topic, listen to this edition of the Everyone Hates Marketers podcast I recently did with Louis Grenier of Hotjar.
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