| tempting when starting out as a freelancer to want to | | | | design passionately about the things you love. |
| take any assignment that comes along. But is that a | | | | “Have you been working at your job or in the |
| good idea? Should you seek out work in all types of | | | | same industry for 10, 20, or 30 years? That qualifies |
| niches? Or should you specialize? | | | | you as an expert! One of my students was a |
| We asked AWAI board member Bob Bly, for his | | | | schoolteacher for 28 years. I told her to look into |
| thoughts. Here's what he had to say… | | | | marketing educational supplies -- which she did quite |
| "There are very important reasons to become a | | | | successfully. |
| specialist as a copywriter, graphic designer, or travel | | | | "However, don't make a mistake that many new |
| writer... AFTER you've become established in your | | | | freelancers make and limit yourself solely to those |
| career. | | | | areas. Be open to new things that sound interesting. I |
| "As a specialist, you're an expert. You don't have to | | | | know a copywriter who successfully specialized in |
| spend as much time researching your product area as | | | | health, computers, and investing. He was approached |
| you do if the niche is brand-new to you. You have a | | | | to do some real estate writing, which he'd never done. |
| more robust "swipe file." Your writing or designing is | | | | He tried it and loved it. And can make an outstanding |
| easier -- and you're able to complete assignments | | | | amount of money doing it! |
| much faster. | | | | "If you're a travel writer, adopt the same |
| "As a specialist, you develop a reputation among | | | | broad-specialization approach. Develop a list of 10 to 15 |
| potential clients as an expert who develops the | | | | destinations or travel activities you enjoy. This will be |
| perfect package every time... a freelancer who is on | | | | the basis of your job-seek list. At first, however, I do |
| time and knowledgeable. | | | | not advise you to specialize in specific types of travel |
| "And, as a specialist, you command more money than | | | | articles (destination, special-interest, side-trip, and the |
| a generalist. While it may seem like you narrow your | | | | like). |
| opportunities by specializing, the reality is that you have | | | | "By adopting this broad-specialization approach, you're |
| less difficulty getting good paying assignments. It's the | | | | not quite a generalist. But, by the same token, you |
| same principle that allows brain surgeons to charge | | | | haven't established yourself as a specialist yet -- the |
| more than internists. | | | | approach that will eventually move you up into a higher |
| "But, as I said, this is AFTER you've become | | | | income range. |
| established. | | | | "You'll discover that finer-focused specialization will |
| "Cast a wide net when you're starting out. However, | | | | happen almost automatically over the course of a |
| you should not take just 'anything that comes along.' If | | | | year or two. You may have started out working in 10 |
| you do, your work will show it. Instead, adopt a | | | | areas, but let's say your last six out of eight |
| 'broad-specialization' approach. | | | | assignments were all for investment newsletters. |
| "Begin by writing down 10 things you are passionate | | | | Guess what? You're an investment-newsletter |
| about. And I'm serious. Write them down. Does the | | | | specialist. If you've had 13 eco-tourism articles |
| stock market get your heart pounding? Are you | | | | accepted over the past year, you're a specialist in |
| constantly advising friends about alternative health? | | | | eco-tourism! |
| Are you an information junkie? If so, add these | | | | "Broad specialization is an effective way to build the |
| potential specialties to your list. | | | | skills you are learning as a graphic designer, copywriter, |
| "Do not limit yourself to business subjects. What are | | | | or travel writer. But remember to specialize in areas |
| your hobbies and leisure interests? Are you a rabid | | | | that excite and intrigue you. Your passion will shine |
| fisherman? Do you love to read? Are you a fanatical | | | | through... your work will sparkle with your enthusiasm... |
| quilter? Look closely at your life and what you choose | | | | you'll be able to develop strong packages that sell |
| to do in your free time. There are no better areas to | | | | every time. And you'll gain a reputation as a top |
| specialize in than those that excite you. You write or | | | | freelancer in your field. |