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How Do I Specialize?
by Brian S. Konradt of BSK Communications and Associates

If you're thinking about specializing, then choose one of the following ways:

By default.
Most beginning writers lack the experience or don't know how to specialize, so they remain generalists for some time. What usually happens is that these writers eventually find out what they want to specialize in from doing certain types of assignments and projects and then begin to develop their specialty.

By decision.
You decide, based on your interests and passions, what you want to specialize in.

By clients' decisions.
A client in the pharmaceutical industry may have hired you a few times to copywrite a brochure. The client then refers you to another client in the pharmaceutical industry to copywrite a brochure. This client then refers you to another client in the same type of industry. Very soon you're known as a writer who specializes in brochure copy for businesses in the pharmaceutical industry.

If you're deciding to specialize, ask yourself these questions:

Is it necessary?
If you're not currently specializing and you're operating a profitable writing/consulting business, is it necessary right now? Most writers offer a specialty but also offer other "general" writing services on the side. On the other hand, if you're discovering that you're struggling to get yourself clients, you may want to specialize to decrease the competition.

Do you have the skills now?
If so, how can you offer your specialty to your existing clients and what do you need to do to go after new clients? Also ask yourself what's needed to keep yourself knowledgeable and resourceful in your specialized field.

If you don't have the skills required to specialize in your desired area, what do you need to acquire these skills?
Also find out what types of publications, organizations, and resources are available to assist you in obtaining these skills as well as sharpening them on a continuous basis.

As a specialist in your field, you are responsible to educate yourself with all aspects of your specialty as well as to keep current with new developments and trends in your field, otherwise clients will look upon you as a second-class writer instead of a first-class one and may hire a different writer for the job. 

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