What do many of the high demand writers have in common? They specialize. Perhaps they know a subject inside and out, like gardening, health and fitness, or investing. Or maybe they specialize in a format like direct mail, annual reports, press kits or multimedia presentations. Regardless of whether or not you CAN write anything for anyone, you will attract more clients and higher fees if you pick a niche and become a specialist—or expert—in it. Why?

Clients have more confidence in—and will pay more for—writers who understand their specific industry or have extensive experience with the type of writing they need. They are looking for someone who can do more than just apply words to paper based on information being provided; they want someone who can also serve in a consultant capacity to guide them with insights and suggestions to put a best-foot-forward polish on their materials. As a specialist, the likelihood of your getting the assignment increases.

There are added perks to specializing. Once you gain the confidence of the client by delivering an impressive first project, you can introduce your other writing abilities to gain more business from the same client. And remember to ask for a testimonial and referrals—a satisfied client will gladly provide them.

For example, for many years one of my specialties was writing operations manuals. I had steady, well-paying work through a contractor agreement with a franchise developer and also attracted independent projects with small business (non-franchise) clients. They expected me to come in with a consultant’s eye to help shape content, not just write it. This work led to countless referrals. It also led to other types of assignments for the same client, like media kits and marketing brochures. Perhaps most rewarding is that it led to authoring my first book, How To Make Your Business Run Without You, which has opened many more doors for client work by positioning me as a credentialed expert, and served as the catalyst for other book writing projects.

Tips for Specializing:

• Never make false claims. This should go without saying, but only claim a specialty if you have one. If you don’t have one, develop one. Never try to fake it. You will be setting yourself up for failure with the client and the resulting negative word-of-mouth advertising for your services will be detrimental to your future business.
• Change your resume or bio to reflect the right specialty for the right potential client. I probably have a dozen versions of my resume and related work samples, each targeted to a specific niche client. Resumes are not one-size-fits-all for writers. You must lead with the most relevant information for the client project you are trying to attract.
• Seek and develop a unique specialty. If your specialty is less popular with other writers, your competitive edge skyrockets. Demand for your writing expertise will exceed the supply and you may well be able to pick and choose your assignments.

Can you be a successful writer without specializing? Of course you can. But as a rule, writers who specialize earn more than writers who generalize, are more in demand, and have an easier time finding great paying projects.