Let's face it, copywriting is a pretty niche profession. Few people outside of marketing know much about this. Well, they may know that copywriters write famous television or press commercials. However, press them to continue, and there is usually deathly silence!

It's safe to say that copywriting is a "specialized" line of work. So why is there a dispute about the merits of a specialist copywriting Sunshine Coast or non-specialist copywriter? After all, the general consensus is that copywriting is already quite specialized, thank you very much. Maybe it's human nature - or the nature of our overdeveloped capitalist economies - to want to create new sets of esoteric skills.

However, divisions and differences exist. And this is in a field without a visible spectrum of law or accounting that cuts across almost every section of our society, including professionals such as divorce or commercial lawyers, forensic or tax accountants, to name but a few.

For everyone outside of marketing, a copywriter writes words that help organizations advertise themselves, their products and/or services. So far, so good. As a copywriter, you are expected to be able to write something "commercial". In other words, specialization is established and copywriting is a non-specialized or “generalist” skill with many applications.

However, just touch the surface, and it soon becomes clear that the world of advertising and marketing is a complex mosaic of methods and skills that work differently in different market sectors and with different target audiences. It is this diversity that challenges copywriting and copywriters.

It's probably more instructive to look at this from the very different perspectives of organizations that want to maximize their investment in copywriting skills and copywriters who may be considering whether further specialization is desirable as a "career step."

As with most other professions, it's reasonable to assume that most copywriters start out as "generalists". In this way, they will learn the basics and find out which aspects of the craft are most attractive to them personally, and in which aspects they excel. This includes skills such as writing sales letters, website copywriting, advertising concepts, media relations, and hundreds of other things.

Before choosing the path of specialization, there is one more consideration. This applies to specific market sectors, many of which have their own unique requirements. Real estate copywriting, for example, is very different from writing copy for IT or telecommunications, while financial copywriting requires a completely different background than, say, travel copywriting.

Some copywriters choose to specialize because they have a longstanding interest in cars, travel, or another hobby. They may have previously worked in an industry that provided the perfect foundation for becoming a copywriter in the field.

Another path to a career as a professional copywriter can be called "accidental". Many copywriters choose copywriting as a career because they have natural fluency or know someone in the industry who gave them a job.

The "accidental" path to becoming a specialist copywriter can easily come from a series of commissions from an agency (or other client) that inadvertently builds a respectable portfolio in a particular sector or type of copywriting (such as direct mail).

Organizations that use copywriting services often have to decide whether to engage a specialist or a non-specialist, although this depends on the direction of their activity (among other things). There is a wide division between business-to-business and consumer-to-consumer copywriters. The approach required is completely different, although some will say that the end goals are the same, which is to convince people to take a certain course of action.

Companies in technology and other specialized sectors will rightly seek out writers with relevant experience. As in many other industries, inside knowledge of the market, jargon, and what motivates people to interact with you are all reflected in the text. Speaking the same language with your target audience is a necessary condition for success in marketing.

For companies of almost any type, the Internet provides a huge selection of copywriters, each with their own skills, experience and compensation levels. For the copywriters themselves, there has never been as much opportunity as the level of competition.

Supply and demand are changing the structure of the copywriting market. The demand for online content is huge and this has created an army of adventurous copywriters with limited experience or talent. Fortunately, all business sectors will always require a highly skilled copywriter.

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