Spring Into Something Special

Spring is here once again—well, it is if you live in someplace warm. It’s a time for renewal and optimism, a time for looking beyond what you’ve accomplished into new waters. If you’ve been freelancing for a while and are just sort of floating along, perhaps it’s time to consider developing a specialty.

If you’re a good writer, you should be able to write about anything. Right? Not exactly. In the world of freelance writing, there are two groups, generalists and specialists. The former is a person who writes fairly well on just about any topic. These writers usually sell their work to local or regional publications. The latter is a person who writes knowledgeably and passionately about a particular subject.

The difference between these two types of writers is the difference between the words “subject” and “topic.” Understanding that difference can make a mediocre writer shine. A subject is a broad category, perhaps travel. A topic is a specific idea within the subject. You’d think that the two should be reversed for generalists and specialists. But they’re not.

As a generalist, you’ll write about a variety of topics, none of them in depth. Switching from one topic to a completely different one constantly uses a lot of energy and resources. You’ll have to do two or three times the research because you most likely won’t know anything about each topic. While some may be related, most won’t be.

But as a specialist, you’ll have studied a subject extensively. In short, you’ll become somewhat of an expert. So instead of writing about just one topic, you’ll write about many topics within the realm of that subject. Instead of writing about travel and switching from one country to another, you would write about just one country or group of countries, say Italy, in depth. But won’t that limit my markets, you ask? It might, but on the other hand, once editors get to know how much you know about a subject, they’ll seek you out.

So how do you go about developing a specialty. Learning about a particular subject can take years, but it’s possible to get a running start in about two years. That means you’ll still have to write generally while you’re learning.

The first step you want to take is to study the markets for your subject. If there has been a lot of writing done on it, then perhaps you should consider another subject altogether. However, if the topics you’re planning to write about are a bit overdone, you may want to consider others. If little has been written on the subject, say Norway, then perhaps the market isn’t big enough to specialize in that subject.

After you’ve researched the markets and decided whether to specialize in your subject, find one or two really good general books about the subject in which you plan to specialize. Read them not once but several times. Learn all about your subject.

Next, find articles on your subject and study them to see what other writers are doing on the same subject. Begin with your interests. If your specialty is Italy, what about that country interests you—history, food, culture, politics, etc.  Watch videos related to your subject.

Develop a network of resources. Search the Internet for Web sites and blogs specializing in your subject. Bookmark the sites and follow a few of the blogs. Subscribe to publications dealing with your subject, either in print or online.

Finally, and most importantly, begin to develop a network of contacts. You’ll need to know a variety of people who are knowledgeable about the topics you plan to write about.

After you’ve done all of the above, you’ll be ready to begin writing some short articles about your subject. Don’t make the mistake of diving in too deep and writing a definitive article about any topic within your subject area at first. At this point, you aren’t knowledgeable enough. Wait until you become an expert on the subject to do that.

Over the years, your knowledge about your subject will grow and so will your markets. Your articles will become more in-depth and insightful. Eventually, you may be doing half or more of your writing on that subject. And by that time, it may be a good idea to consider writing a book on it.

Looking to the Ivory Tower

If you’re looking for a way to subsidize your writing and earn extra income, you might consider teaching. Teaching has always been a traditional financial base for writers. It’s often the first route freelancers explore, and for good reasons. The time you devote to it is relatively flexible. Let’s face it, the ivory tower can beckon invitingly after several years of scratching out a living as a freelance writer—the chase after editors, the haggling for peanuts, the worrying over the paying your mortgage or rent can all be debilitating.

What's waiting for you, if you decide to pursue this possibility? Aside from the benefits mentioned above, there are a few problems you may encounter as well, mainly stiff competition in a tight job market. If you want the kind of security that comes with a full-time position, you'll need an advanced degree. Without it, you'll face an uphill struggle. But if you seek a full-time position, will you have time to continue writing? Chances are once you get used to a regular paycheck, you’ll not want to go back to earning a living as a full-time writer.

The answer is to seek part-time employment, but not just any job. The work that will give you the most benefit and will fit nicely into your schedule and creative side is teaching continuing-education courses at local school nights, community colleges, and universities. Pay for these jobs generally runs from a low of perhaps $20 an hour teaching courses at community school nights to $40 an hour teaching at universities.

Most writers gravitate toward teaching the obvious—writing and journalism. But it's possible to devise a course based on a specialty of yours. If you’re an expert on money management, for example, you could offer a beginners' course on budgeting and finances or even tax preparation. If you also do photography, consider a course in basic digital photography. If you’re a science writer, you might create a course based on a fascinating topic, if you handle it broadly enough, might appeal to a wide assortment of students.

If you write travel articles and books, why not put together some travel lectures based on your articles and travels. These can be done individually or grouped into an armchair traveler series. Whatever your specialty, take advantage of it.

Before you plunge headlong into teaching, do some market research. It’s not unlike what you normally do to sell your writing. Ask someone in college continuing-education departments what types of courses students request most often. Find out what they’re looking for before you approach them with your own suggestions.. Plan ahead and prepare your resume to impress.

Remember, academics will be impressed that you have published. They’ve faced the publish- or-perish syndrome for years. The simple fact that you’ve managed to get your words in print can be a big plus for you. Today’s students want courses taught by people in the field. They seek first-hand advice and expertise. If you do teach a writing course, they’ll seek your insight into the latest techniques.

The fact that you're going to give students as much opportunity as possible to talk with you, a successful writer, about how you do things, what your frustrations are, how joyful it is to be your own boss and see your name in print, will give you a decided advantage.

In continuing education, there are no rules. It’s usually up to you how you want to put your courses together. You’ll need to produce a simple course proposal that includes a description of the course and a weekly outline. Most continuing education courses run from one or two weeks to as long as ten weeks. Each class usually runs from an hour and a half to two hours. You’ll be paid by the hour and only for the time you’re actually teaching, so take that into account for any writing courses. Remember, it takes time outside of class to read students’ work—time for which you’re not paid.

Revamping or Retrenchment

As your freelance career progresses, you may find that some of your ideas and avenues for publication just aren’t working out. Do you throw in the towel? No. Instead, you should revamp what you’ve been working on and try again. However, the damage may be severe—markets for your ideas begin to disappear, you’re running out of ideas, or you’re just not as interested in the subject as you were when you started. In this case, you may need to fall back and retrench. And much like soldiers in World War I who did just that to come up with a new strategy, so should you.

Revamping your operation or project isn’t as drastic. You may have to go back and do more research in both your subject and the market for it. Perhaps you’ll need to find some new contacts and get in touch with ones you haven’t heard from in a while. If you've corresponded with an editor previously and received encouraging words but no assignments, send him or her a short E-mail, saying something like “I contacted you a few months ago, and you said you’d be glad to look at other ideas I had. Do you have any stories you're contemplating? If so, can I help?" Reminding editors that you're still available to take on assignments isn’t such a bad one.

Revamping may also mean asking for more pay. No writer gets additional compensation without first showing that he or she deserves it. Keep a special file containing notes on all the best pieces you’ve written for a particular editor. While some editors will increase your pay automatically if you’re doing an outstanding job, others will need a little more prodding. If you an exceptional job on an article, be prepared to ask for more pay the next time around. But always leave yourself a graceful way out if the editor turns down your request. Don't burn bridges unless you absolutely have to.

If you’ve been specializing in a particular subject area and not getting too far with it, perhaps it’s time to take a second look at it. While revamping may also mean developing another specialty, remember that you’ve already put in a lot of time into the one you’re pursuing, and you’ll have to go back to square one if you begin again. Study your target market. Note changes in it and your specialty.

How has what’s happening in the world affected your specialty? After 9/11, the market for travel articles went into chaos. People weren’t traveling and advertisers stopped buying ads, so publications that specialized in travel had to pull back. Some went out of business. Likewise, have the effects of global events filtered down to your locality yet? You may be able to cash in on your specialty in local or regional markets—at least until the national markets recover. The recent economic recession had the same affect on a number of subject areas.

If you're pushing your skills into a new area, it's bound to make others a little suspicious now and then, even if you know you're competent to handle the new situation. Remind yourself this new arena is one in which you're going to have to sell harder than before. Be prepared. Do your research and come up strong.

If you manage to get an assignment in your specialty area every now and then, that should tell you that you should be able to get more. If you’re at a point where some editors trust you to deliver, you're halfway there. Assuming it may take several queries to land one assignment, prepare yourself for the strikeouts and keep after the home runs. Your self-confidence will grow with practice. Success, no matter how slight, whets the appetite as nothing else can.

Occasionally think outside the box. Even specialized publications run general pieces once in a while. Their readers are always looking to save money, travel, manage their lives, etc.

If you're changing specialties, you may have to go back a step or two until you've proven yourself. Move ahead quickly once you've established your new specialty. Be alert for chances to point out to editors that you're now as qualified as anyone else. Perhaps review books in your new field. You’ll not only increase your visibility, but you’ll also add free books to your personal specialty library, saving money in the process.

New technology in electronic books now enables you to further increase your visibility by self-publishing short books or articles in your specialty to sell on Amazon for Kindle. It’s a fact that Kindle has the lion’s share of the ebook market, so ignore Nook and other venues and concentrate on it. This helps provide you with a track record in your new area of expertise.

Sometimes it doesn't make much sense to continue in the direction you’re headed. If you've tried to make a go at a specialty but discovered you've hardly made headway, you might want to  reconsider. Retrenchment may be what's in order, before you get in over your head financially or otherwise. But retrenchment means giving up what you were doing in favor of starting something else. You’ll definitely lose money on this because income won’t be coming in for a while. Unless you have another source of income, only use retrenchment as a last resort. Don’t give up too soon.

To Specialize or Not to Specialize

In marketing today, the catch word is “niche.” Practically every new business has to develop a niche market or it won’t survive in today’s tough economy. Niche marketing is all about targeting the right customers and for non-fiction writers in particular that means the right group of readers. Few magazines today publish general content. Most specialize in a particular subject area with its own group of dedicated readers. And to a non-fiction writer, like myself, targeting a group of readers means developing a specialty.

While some writers are generalists—writing about any subject for any market—the most successful ones specialize in writing about just one or two subjects.

So how do you develop a specialty? Begin by looking over the subjects you’ve written about already and see if you’ve written about some multiple times. If one subject stands out, perhaps, with some added subject and market research, you could develop it into a specialty. If none of the subjects you’ve previously written about stand out, consider you interests. Often specialties grow out of a writer’s special interests or hobbies.

Take my path for example. I began writing articles about traveling to various destinations because I like to do that. I wrote about all sorts of places, but go nowhere. Rejections piled up faster than I could write new articles. Eventually, after an eye-opening trip to Mexico, I began writing about that country. First a little, then more and more. Opportunities opened up for me to travel down to Mexico several times a year. By that time, I realized I liked writing about Mexico and discovered a wealth of topics to write about. So I began reading everything I could on the country while continuing to write about it. I explored lots of topics, from history to beaches to culture, food, and traditions. Soon over half the articles I was writing were on Mexico. I had developed a specialty.

One of my special interests is antiques. I love to collect things and to find out more about them, I began writing about them. At first, I wrote on antiques in my collection, then I started branching out to include ones I didn’t own. I found I especially liked writing about antique furniture. Eventually, writing about antiques and collectibles developed into a second specialty.

It takes as long as two years to fully develop a specialty. It’s not just a about gathering topics to write about, but also learning in depth about the subject and finding markets for your work.

The main advantage in specialization is the amount of knowledge you amass about a particular subject over time. The more you learn, the more opportunities will come your way as you become an expert on your chosen subject. And expertise is what you need to write books on your subject.