Did you know that not all copywriter are equal? I don’t mean that some are better than others – but that different copywriters have different strengths and focuses, so if you want to hire one, you need to know what you need. And the first question to ask yourself is – do you need a specialist or a generalist?
Specialist Copywriters
A specialist copywriter is someone who writes pretty much exclusively for a certain industry. For example, you often get copywriters who specialise in food, in health and wellbeing, and in tech. They are completely immersed in their industry and often work for print publications more than digital, or solely within industry circles. There are certain sectors that really benefit from this kind of expertise, like healthcare, aerospace engineering and scientific research.
You can also get copywriters who specialise in a certain type of content, rather than an industry. For example, I specialise in blog writing. That doesn’t mean I don’t write other kinds of content, but my best work is done in blogs. I’ve met copywriters who specialise in web copy and others who focus on ad copy, which is great if I come across a job I’m not confident I can do justice, as I have a network of copywriters who can.
Generalist Copywriters
A generalist copywriter is the exact opposite of a specialist. They write about anything and everything. Their focus isn’t on knowing everything about one industry, but instead about honing their craft and exposing a wider audience to great copy. They will sometimes specialise in a type of copy or have a USP they bring to table (like how I bang on about brand voice). These copywriters tend to work with business owners on their marketing, or for marketing companies serving a number of clients. For reference, I’m a generalist copywriter!
So Which Is Better?
Only you can know that, as you know what your business needs and your industry expects. But I will say this – most businesses will benefit from working with a generalist copywriter because they don’t specialise in your industry.
Yes, you read that right.
There’s one big reason for that bold statement. Writing copy that sells involves understanding what makes your business special, and what makes your customers tick. A specialist already knows this and probably writes similar things 20+ times a day. Heck, they might write the same thing for your biggest competitor!
A generalist doesn’t. They make no assumptions around your business, and see everything with fresh eyes. The same fresh eyes and curiosity that your potential customers will have when they stumble across your business for the first time. They know how to ask the right questions to find out how your business works, the problems you solve and what it is that makes your business better than the rest. A generalist may not know your industry inside out, but they will know your customers and the copy they need to read to convert.
A little less confused about it all? Good! If you’re interested in the life of a generalist copywriter, and how one can help your business stand out, just get in touch with me to book your free coffee and chat.