Some things were running through my head at 2am last night as I was reading and thinking:

Marketing.

I get it. DM is the way to go. I've read some good things, despite some mixed reviews, on multi-postcard campaigns. Is it viable to send a postcard to draw the clients I want to my website and hopefully use longer copy there to convert them? Or offer to send packets of information and maybe something nice upon request.

Ie. First X respondants will receive my packet on 'X' and a promotional item!

Specialization.

Once again...message heard. I want to specialize but I'm a little torn. I have a couple of markets I'd feel comfortable in, one more so than the other. My background is in technology (Computer sales, servers, enterprise, software, ect.)

But here's what occurred to me last night -- I KNOW long copy is the cash cow. I know the time involved is considerable. And I've still considered going down that route. And it's not like I'd necessarily refuse such work, but....

My idea is that I would like to specialize and promote myself as a 'short copy' specialist. Postcards, autoresponders and email, website, catalog copy, sales letters (2 pages), and ad copy are all areas that seem to fall into the 'short copy' arena. I know it's possible to sell this way, I just wonder if they are viable, livable specializations.

I already know from practice and study that the skills that go into 'short copy', while similar, are different. It requires a different skill set and it seems not everyone (even some of the great long copy specialists) find it easy to master.

What do you think?

I also prefer doing shorter copy. Keeping it tight but still hitting all the right buttons.

I am curious what the experienced writers here think of this and its profitablilty.

"Short copy expert?"


Nah.


I'd instead focus on the individiual disciplines... for example I'd create a website based entirely around my ability to create postcard copy that sells.

Do you think there is any money in that route?

Just from the search engine positioning perspective there is.

I doubt any potential client would search for someone that can write "short sales copy".

Post card copy? Yes.

Autoresponders? Yes.

Email copy? Yes.

You follow?


And if I'm a prospect looking for someone to write an autoresponder series and I visited 10 different sites featuring people that mentioned that they wrote autoresponders I'd be far more inclined to go with a copywriter that appeared to specialize in writing autoresponders.


Who makes more money-- General Practitioners or Specialists?


And it doesn't mean that you can only have one website dedicated to a single discipline. I'd have at least a few websites-- each dedicated to a single discipline.

Over time I would start to see where the real money was being made and may even eliminate some of the disciplines in order to more aggressively grow the discipline(s) I was making more money in or enjoyed more.

I absolutely agree with Mike. Specializing in one field will definitely help to set you apart from other CWs.

Just a couple of quick things, tho'...

First, don't trap yourself into the "long copy vs. short copy" argument. Neither is really better than the other. The length of your copy will completely depend on what your purpose is, who your market is, and how long it takes you to convey what needs to be said.

For instance, I've seen website copy with phenomenal conversion rates that, when pasted into a WP program, was over 12 pages long. And I've seen DM packages that had only a single sales page and a response device - and made millions. So really, it will completely depend on what you have to say to get your message across at the time.

Second, your idea for using postcards as a way to market yourself to the clients you want is right on! Postcards are a great way to get customers to your website. And the idea of offering them something for free if they visit (I like the idea of a free report geared specifically to that market) is the perfect way to get them there.

I think for sure you're on the right track!

Just my two cents

12 pages? That's not even longcopy! That's shortcopy for me. Then there's "ad copy." At least that's how I categorize it.

I've written letters that were over 50 pages long. Now that's longcopy. And I've seen some that were in the 60's and 70's.

You also should consider specializing by industry. You can still do a wide range of project types - long copy DR, short copy DR, brochures, newsletters, sell sheets. Leverage a passion or experience to pick your field. Plus, you don't have to limit yourself to just one. Just segregate your own marketing materials so that you're not pitching to two industries on the same website, unless they're related.

Eileen

Thank you for the great replies!

I had a feeling it might be more of an issue of being a specialist (like with autoresponders) or niche and take things from there.

I really like the idae of multiple websites. I don't know why that never occurred to me before. I have a couple of different industries I'd love to do and that would be one way for me to do it without having to make myself look like a generalist.

It's nice to know I'm on the right track for marketing! I want to be able to mix it up and get maximum exposure to the type of clients who can pay the fees I will demand

I'm hoping to start off at least mid-range rather than smaller and have to build. People here at least seem to have great success doing just that.

Michael,

That was wise counsel.

Robert