Comments on: Generalist Vs. Specialist? Neither and Both http://www.kranzcom.com/blog/copywriting/generalist-vs-specialist-neither-and-both/ Wed, 30 Nov 2011 15:42:11 +0000 hourly 1 http://wordpress.org/?v= By: Jonathan Kranz http://www.kranzcom.com/blog/copywriting/generalist-vs-specialist-neither-and-both/comment-page-1/#comment-148 Jonathan Kranz Fri, 11 Sep 2009 01:08:02 +0000 http://www.kranzcom.com/?p=399#comment-148 No, I don't need proof; I take your word for it! I may be guilty of a little hyperbole; navigating multiple industries is a skill not all copywriters can master. But I think you'll agree that technology is not the only complex subject area: health care, financial services, higher education, manufacturing (among other industries) all have their own complicated nooks and crannies. Yet for fourteen years, I've successfully written in each of these areas without wasting anyone's time -- not because I'm a wizard, but because of a few important skill sets any good writer should share: * An ability to listen closely and ask probing questions * A capacity to learn quickly by focusing on the essential elements * Most importantly, a talent for translating complicated technical topics into compelling business issues That last point is key: deep industry expertise is no guarantee that the writer will speak the language that's truly essential -- the language of the business decision-maker; the voice that persuades buyers. No, I don’t need proof; I take your word for it! I may be guilty of a little hyperbole; navigating multiple industries is a skill not all copywriters can master.

But I think you’ll agree that technology is not the only complex subject area: health care, financial services, higher education, manufacturing (among other industries) all have their own complicated nooks and crannies. Yet for fourteen years, I’ve successfully written in each of these areas without wasting anyone’s time — not because I’m a wizard, but because of a few important skill sets any good writer should share:

* An ability to listen closely and ask probing questions
* A capacity to learn quickly by focusing on the essential elements
* Most importantly, a talent for translating complicated technical topics into compelling business issues

That last point is key: deep industry expertise is no guarantee that the writer will speak the language that’s truly essential — the language of the business decision-maker; the voice that persuades buyers.

]]> By: Janice King http://www.kranzcom.com/blog/copywriting/generalist-vs-specialist-neither-and-both/comment-page-1/#comment-147 Janice King Thu, 10 Sep 2009 22:57:28 +0000 http://www.kranzcom.com/?p=399#comment-147 I agree that it is dangerous for freelance copywriters to specialize in writing specific document types, especially as marketing will increasingly move from documents to broader types and applications of content. However, technology is not an industry where, as you put it, "any half-decent copywriter should be able to work well." The reasons? The complexity of the subject matter, the ever-evolving vocabulary, and the reluctance of marcom managers to waste the very expensive time of technical experts on educating generalist writers and revising their incomplete, off-base drafts. Need proof? I recently celebrated my 20th anniversary as a freelance copywriter, working only with technology companies, but on a variety of marcom projects. It's a path I will continue to pursue because I know this specialization raises my value to clients and prospects. Janice King, Freelance Technical Copywriter and Author, Copywriting That Sells High Tech I agree that it is dangerous for freelance copywriters to specialize in writing specific document types, especially as marketing will increasingly move from documents to broader types and applications of content.

However, technology is not an industry where, as you put it, “any half-decent copywriter should be able to work well.” The reasons? The complexity of the subject matter, the ever-evolving vocabulary, and the reluctance of marcom managers to waste the very expensive time of technical experts on educating generalist writers and revising their incomplete, off-base drafts.

Need proof? I recently celebrated my 20th anniversary as a freelance copywriter, working only with technology companies, but on a variety of marcom projects. It’s a path I will continue to pursue because I know this specialization raises my value to clients and prospects.

Janice King,
Freelance Technical Copywriter and
Author, Copywriting That Sells High Tech

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