Specialising is something you hear about when you’re a fledgling freelancer – knowing what you’re best at (and enjoy) then seeking clients who need you to do more of it.

Yet when you’re hard-up in your formative years of freelancing you take whatever freelance work comes your way to make ends meet. Or because quite simply you’re scared to say no to anything in case you lose out.

Now, after almost five years of freelancing as a copywriter in Leeds, I’ve transcended those formative fears. In my portfolio there are projects I’m proud of and others I’d rather put down to experience (you won’t find them here). That puts me in the privileged position of knowing what I enjoy most and what clients think I’m good at (or seem willing to pay me for).

I’m ready to specialise

And here’s how specific I can be about my freelance copywriting:

  • Insightful case studies: thought-provoking stories which impart advice and put my clients at the forefront of their customers’ minds in email marketing.
  • Copy for web apps: snappy copy that explains, enthuses and sells SaaS, software applications or new tech startups on websites.

But we can go even further and specify which industries and areas these cover. I won’t promote them here because there’s a page full in my copywriting section.

Pros and cons

Part of me still feels nervous. Will I inadvertently exclude clients with other copywriting briefs outside those specialisms?

Experience says no. Unusual copywriting jobs always seem to crop up despite me not actively seeking them, or having any publicly visible experience within those areas. Plus, if a job’s interesting I’ll always take a look at it.

It seems that when people think you’re good with words they assume that means all words on any subject. Which so far holds true, it just means a bit of extra research when an unfamiliar copywriting request does come in.

Specialising also brings a major benefit for clients. When you know a subject well, that means the process of writing about it is more efficient. That’s because I can rely on my experience and interest to propel me forward to a speedier conclusion.

The context of specialising here simply means a decision to make a change. What that means in practical terms is I now have to present myself to the world (and its potential clients) with those specialisms, through this website, word-of-mouth and other channels.

That’s the next challenge but at least I’m armed confidently with my experience and a clearer idea of what I’d like to help clients do more of.