WordStream of Consciousness
When I studied journalism in college, I spent less time than you might expect learning the craft of writing itself. That’s not to say the training wasn’t rigorous. Professors in the department were known for handing out automatic “F” grades if a person’s name was misspelled. One was even nicknamed “Conan the Grammarian.” And there was zero tolerance for late homework to drive home the lesson that deadlines matter.
What I always found most interesting, however, was the amount of time I was required to spend outside the journalism department.
Two significant segments of the program were elective-driven. The first was designed to give students a general background in a variety of disciplines, such as political science, economics, psychology, sociology, and history. We also had to complete one or two concentrated areas of specialization, which could be just about anything we chose.
Our advisors and instructors regularly reinforced the message implied by this structure: writing skills aren’t enough. Successful writers typically come to the table with something more, and when it comes to finding work, there are better opportunities for those who choose to go narrow rather than wide.
From a client’s perspective this means you may need to do a bit of homework to find the writer who best fits your project. Writers are a diverse lot whose backgrounds and interests shape the topics they know well and the type of work they seek out. Some are generalists who crave variety and take on a wide range of projects. Others are focused on a specific vertical market, type of work, or area of expertise.
So which type of writer is best for you?
Generalists are typically people who begin their careers with an interest in writing. They often have degrees in journalism, English, or marketing. Generalists are great if you have a lot of production work, a project that crosses multiple disciplines, or want the kind of fresh perspective that an untrained outsider can bring to your business.
A good generalist has the ability to grasp new concepts quickly and identify where your expertise overlaps the needs and desires of your audience. Even if your product or service relies on complex expertise, a generalist can be a great asset to your team if your target market doesn’t share the same background.
In many cases a generalist will have lower rates, though this may not mean they’ll be the least expensive option. And while there are plenty of exceptions, a fair number of generalists are still in the early stages of their writing careers, taking on whatever types of work they can find to fill the pipeline.
There are many diamonds in the rough to be found among generalists, especially those who come to you by referral. If your product or service requires specialized knowledge, however, it may require more time, effort, and cost to work with one.
Many specialist writers are former generalists who have chosen to focus on one or more areas of expertise. This can be the result of personal interest or chance. I’ve done both: I specialize in technology because I find it compelling, and in finance because I happened to pick up a lot of financial gigs early in my career.
Another type of specialist is the expert who has branched out into writing. One of the most successful copywriters I know is a former chemical engineer. He’s built a thriving career writing technical white papers and taking a scientific approach to marketing.
Like any high-quality product, a specialist is going to cost a little more—but it’s often worth it.
To begin with, a specialist is often a better value because you don’t have as much training to do. This is particularly valuable if you work in a field like healthcare, technology, or finance where critical concepts can’t always be explained in one or two phone calls. If you’re also marketing to expert readers, you may need a specialist out of the gate.
A good specialist stays up to date on current trends in your industry, and may bring expert insights that can enhance your project. The longer a specialist has focused on your field, the greater this perspective is likely to be.
The Best of Both Worlds
A great specialist gives you the best of the generalist’s skill set too: bringing a solid foundation in expert knowledge to the table without loosing touch with humanity. A writer like this is worth paying a little extra for, because you’ll make your investment back in saved time and superior response from your buyers.
Whichever option you choose, your writer should be able to communicate in language that generates response from your target audience—which may or may not be your preferred strain of gobbledygook.