Freelance newbies often take any and all assignments -- for cash flow and a portfolio. But to get from novice to expert status in this competitive market, you have to select projects in the areas where you excel.
For me, that has meant graduating from writing small-business brochures and newsletters (the meat and potatoes of marketing), to journalism with a marketing twist. As an expert storyteller, I help clients tell compelling true stories that illustrate their brand benefits.
To further narrow the funnel, excellent writers need a market niche where their subject matter knowledge can save time and shorten review-and-revision cycles. For most of my career, I've worked with engineers, architects and contractors to illustrate their value proposition in the markets they serve.
The sweet spot is where a writer's skill set uniquely qualifies him/her for a project that few others could do. It's the intersection of ability, experience and expertise that enables a writer to deliver an assignment in the time-quality-budget triangle.
I discovered that sweet spot in engineering technology for the A/E/C industry. I first started writing about technology applications for infrastructure in 1989 and have built a strong portfolio. (See the Content by Cathy sidebar.). Since then, I've diversified my specialty to write about applied technology that delivers business benefits in other industries.
When I'm tempted to take an assignment outside my area of expertise, I stop and consder the client's needs. I routinely refer people to other experts -- usually my colleagues in IABC, ASJA and FPRA.
In the end, it's about getting the client's story out in the best way possible. For corporate marketing professionals working for their demanding business units, this may mean making the case for outsourcing special projects. But honing your own writing skills and developing a diverse specialty can also secure you a position as the go-to resource in your own organization.
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