Comments on: To Specialize or Not to Specialize?

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Mon, 05 Apr 2010 08:19:30 +0000

[...] Article by Ed Gandia: To Specialize Or Not To Specialize [...]

By: Michael Temple

Michael Temple — Wed, 22 Jul 2009 23:08:12 +0000

I think it would also be helpful to define “specialization” for a discussion like this. I think specialization can mean different things to different people and can be very specific or rather broad. For example, in both my consulting and copywriting roles I specialize on a general level in the B2B space. However I also have more finite specializations within that area in about 20 specific industries that I feel pretty well versed and confident in based on education and experience. I further specialize or like writing direct response and lead generation type copy.

I feel I can work in just about any B2B space with some research, but feel relatively uncomfortable in writing projects for B2C. I have one client now that has asked me to do copy for a web project and they sell garden art to consumers. This has been a tremendous challenge to me as I am writing in a way I have never had to before and probably not the type of project I would seek out again.

The point being I think there are different levels of what we call specialization and different areas where we can be effective and provide great value to the client.

By: Ed Gandia, Editor

Ed Gandia, Editor — Fri, 17 Jul 2009 22:07:14 +0000

Kevin – I completely agree that what you suggest is the right approach. When the area of specialty is not obvious, start where you are and just take time to evaluate your biz once or twice a year. Everything else being equal, if your goal is to maximize your earnings, you’ll need to position yourself as the go-to guy/gal in something. And keep in mind that it doesn’t have to be an industry. It could also be a type of project you’re really good at and truly enjoy!

By: Kevin Lossner

Kevin Lossner — Thu, 16 Jul 2009 10:34:55 +0000

I’m another translator, and the subject of specialization comes up often in discussions among my colleagues. This is less of an issue at a superficial level for persons like myself who had previous careers (chemical research, medical device materials development and software development in my case). Those with law degrees can obviously “specialize” in law, etc., though if they are avid skiers, they might do some damned good tourist brochures for Park City, Utah. Translators who go straight from their language studies begun as very young people to a life of freelance translation usually can be nothing but generalists, though second majors, minors or extracurricular interests can provide the foundation for specialties.

However, I think a generally relaxed approach – as you suggest – is called for. Some of my favorite “topic specialties” developed in the course of accepting a wide variety of assignments. I loved the subjects, read more about them, learned a lot and eventually began actively to seek and obtain jobs in those areas. It’s not really worth losing sleep over; I would say to try many things and see which leave the best taste in your mouth, then develop a plan for specializiung in those areas from that point.

By: Ed Gandia, Editor

Ed Gandia, Editor — Wed, 15 Jul 2009 22:37:42 +0000

Jacquelyn – Good point on referring the prospect to someone who could better serve them. That’s an excellent business practice. And I love your idea of doing an annual review of your freelance business. Taking an afternoon off in late Dec or early Jan is how I do it. I find that it takes me a good day (1/2 day min) to look back at the year — what went right, what went wrong, lessons learned, etc.

By: Jacquelyn Lynn

Jacquelyn Lynn — Wed, 15 Jul 2009 20:49:16 +0000

Doing a personal inventory as suggested should lead you to a specialty. If you don’t know something about a topic and aren’t enthusiastic about it, you probably aren’t going to be able to effectively write about it. So choose a specialty (or several specialties), and don’t be afraid to turn down work that’s outside your areas of interest and skill. But try to never just turn down a project — always refer the client to someone who can do what they want. It builds great karma!

Do an annual review of your freelancing business and decide if you need to update your specialties.

By: Ed Gandia, Editor

Ed Gandia, Editor — Wed, 15 Jul 2009 01:08:21 +0000

Jill – I’m with you! I will no longer take on a client if the products/services they market are dull, boring or of no interest to me. I have to be excited about what they sell if I’m to have a chance getting their prospects to respond to their marketing campaigns. However, even when what they sell sounds boring, I can usually find a way to explain it in terms that are more exciting to their prospects.

Alysia – Good to hear! Sometimes the specialization is so obvious, you can’t help but go for it. But when there’s doubt, there’s nothing wrong with taking the generalist path…as long as you have a long-term strategy behind it (meaning you’ll revisit the specialization idea in 6, 12 or 18 months, for example).

By: Alysia Shivers

Alysia Shivers — Tue, 14 Jul 2009 20:21:42 +0000

This is great advice, Ed. I’ve been toying with the idea of specializing in real estate writing and even considering taking the class/test to become an agent just to gain more knowledge (I really do enjoy real estate writing!). But it’s nice to know that even with all the write-ups out there pressuring writers to specialize or die that I won’t necessarily die if I generalize first and then decide as the workload grows. Very comforting. Thanks.

By: Jill

Jill — Tue, 14 Jul 2009 20:16:20 +0000

I always tell my students to pick a subject that they enjoy researching and writing about. I am a translator. I prefer researching cardiology terms much more than financial jargon. As a common adage states: Do something that you love and you will never work a day in your life.