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04-Prog Met 04 Transcript

The document discusses determining who to write for as part of a method for becoming a successful writer. It recommends choosing a niche industry to specialize in order to stand out from generalist writers. Choosing an industry you have experience in, such as through work history, interests or lifestyle, makes it easier to understand customers and find clients within that industry. The document provides tips for researching potential industries and making a choice based on personal background, experiences, interests and connections within an industry.

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Carlos Eduardo Amorim
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269 views8 pages

04-Prog Met 04 Transcript

The document discusses determining who to write for as part of a method for becoming a successful writer. It recommends choosing a niche industry to specialize in order to stand out from generalist writers. Choosing an industry you have experience in, such as through work history, interests or lifestyle, makes it easier to understand customers and find clients within that industry. The document provides tips for researching potential industries and making a choice based on personal background, experiences, interests and connections within an industry.

Uploaded by

Carlos Eduardo Amorim
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 8

www.getwsodo.

com
www.getwsodo.com
The AWAI Method for
Making a Great Living
as a Writer
Step 4:
Determine Who You’ll Write For

Presented by Pam Foster

Contents
Step 4: Determine Who You’ll Write For

0:00:00 – Slide 01 (The AWAI Method)

0:00:10 – Slide 02 (Determine Who You’ll Write For)

0:00:31 – Slide 03 (Why Is It Important to Choose?)

0:02:49 – Slide 04 (How Do You Choose?)

0:03:15 – Slide 05 (So Many Companies, So Many Choices)

0:04:26 – Slide 06 (What Kind of Buyer Are You?)

0:05:09 – Slide 07 (What Interests Do You Have?)

0:05:34 – Slide 08 (What Experience Do You Have?)

0:06:44 – Slide 09 (Start With What You Know)

Unedited transcript from original recording.


www.getwsodo.com
www.getwsodo.com
Step 4: Determine Who You’ll Write For

0:00:00 – Slide 01 (The AWAI Method)


In this step along the path, you’re going to figure out who you want to write
for. And that’s what really fun about this, is you get to choose.

0:00:10 – Slide 02 (Determine Who You’ll Write For)


So when you determine who you’ll write for, you can make a choice based
on all of these different criteria that I’m going to go over here.

The many different types of companies there are out there who you do
business with and enjoy working with, and any of your interests and
experiences that you may want to turn into a writing path.

0:00:31 – Slide 03 (Why Is It Important to Choose?)


First of all, why is it important to choose? Why do you have to choose a
path? Well, in short, you want to set yourself apart. There are a lot of other
copywriters out there. And don’t get me wrong, there’s plenty of work –
there are millions of companies out there that need help.

But, it’s hard to get found if you’re a generalist…if you’re just another
copywriter working for anybody on the planet.

You want to set yourself apart because clients or companies are looking for
niche industry knowledge.

For example, a fashion industry company wants a writer who has fashion
industry experience. It just makes everything so much easier.

Unedited transcript from original recording.


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www.getwsodo.com
There’s no learning curve. The writer already understands the market.
They understand what customers are all about.

So that’s why clients love it when they can find a writer with experience in
their industry.

This example over here on the right, I just typed in “pet copywriter”. So this
would be if a pet company, such as a groomer or a boarding facility, or
somebody that sells products online – pet products – they’ll want to find a
writer who understands the pet industry.

There are lots of nuances to it. And if you understand pet owners and how
they buy and how they think and what they’re worried about, then you
become a great match for companies that sell pet products.

So all of these different writers here are focused on the pet industry.

And the 2nd thing about this is because these writers are focused in the pet
industry, it’s easier for clients to find them if they’re looking for writers with
industry knowledge.

So that means if you’re focused on an industry, it’ll be easier for clients to


find you.

It also makes it easier to promote yourself. When you have a focus, such as
a certain industry, it’s really fun to use the industry lingo and promote
yourself really strongly in ways that will resonate with clients in that world.

Unedited transcript from original recording.


www.getwsodo.com
www.getwsodo.com
So, it’s essentially more fun. If you pick an industry that you’re really
excited about, and that you have some experience or knowledge of, then the
whole thing is so much more fun. There’s no pain involved…or very little
pain involved…let’s put it that way.

0:02:49 – Slide 04 (How Do You Choose?)


So how do you choose? It starts with research. A little research goes a long
way. And it’s all about you. Seriously, you get to pick what you want to do.

You’re gonna check out potential industries. You’ll create a personal


inventory that lists your background so you can see where you might fit
best.

And then you start with what you know. It’s as simple as that. And I’ll
explain what I mean.

0:03:15 – Slide 05 (So Many Companies, So Many Choices)


So many companies, so may choices…oh my gosh, there are a gazillion
companies out there, right? There are small companies, mid-size, large…
there are business to consumer, like we talked about before. B2B –
business to business – which is the suppliers to an industry.

And then there’s the niche industry itself. You can look at financial industry,
the health industry, software, sports, wine, babies and children, education,
senior travel. There are so many unique niche industries out there, and they
all need copywriters.

And you have to trust me on this – there aren’t too many that are focused or
presenting themselves as experts in that particular niche.

Unedited transcript from original recording.


www.getwsodo.com
www.getwsodo.com
I could pick any one of these niches and do a Google search and I might only
find like five copywriters in that particular industry.

Now that’s really good news for you, because if you’re trying to be a
generalist, it’s really…I mean thousands of copywriters come up in the
results. But not when you’re focused on a specific industry like I showed
you with that pet copywriter one a minute ago.

0:04:26 – Slide 06 (What Kind of Buyer Are You?)


What you want to do first is figure out what kind of buyer you are. Are you
a new mom? Are you a retiree? Are you a college student? Are you
someone who’s health conscious and that’s really a big part of your life?

Are you a baby boomer? Are you looking for a next career or new
adventures in your life? Are you a millennial? Are you a home owner? Are
you a pet owner? Are you someone who loves travel or certain hobbies?

I know of a copywriter who is the craft beer copywriter. How awesome is


that, right? So you can have fun with your interests and what you
personally buy, your lifestyle, and how that will fit into a niche that you can
write for.

0:05:09 – Slide 07 (What Interests Do You Have?)


You also want to look at your interests. I mentioned the craft beer
copywriter. Here are some others. You may be someone who loves to stay
fit. Wine could be one of your major interests. Martial arts. Gardening.
Sports. Stock market. Boating. Antiques.

Unedited transcript from original recording.


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www.getwsodo.com
Every single one of those interests is an actual industry where companies
need you to help them sell your products and services.

0:05:34 – Slide 08 (What Experience Do You Have?)


The other big piece is what experience you have. What experience do you
have as a professional? In your career? For example, have you been a solar
panel installer? Or a teacher? Or a nurse? Or a pilot?

Have you been a mechanic? Or a sales person? Or a lawyer? A plumber? A


veterinary technician?

Whatever you have been in your life…an I.T. manager…you could translate
that to a really great industry that needs you.

And why not? Why not take that knowledge and bring it right into an
industry that would love to have you on board as a copywriter because you
get everything about that industry?

Let’s say you’re a veterinary technician. You get everything about the pet
industry. You know what pet owners are worried about.

You know what happens in a typical day in a vet practice. You know all the
different things that can happen to animals. And you can talk about that in
your copy.

So it’s really great to pick something from your background – either your
interests, or your lifestyle, or your work history, and bring that to an
industry that you love.

Unedited transcript from original recording.


www.getwsodo.com
www.getwsodo.com
0:06:44 – Slide 09 (Start With What You Know)
In short, we want you to start with what you know, because that will be the
easiest way to get into copywriting as a career.

So, think about your choice. Like let’s say you’re a veterinary technician…
I’m just pulling that out of my hat… and look at the industry. Is there an
association? Are there companies in your area that are related to that?

What connections do you have in your professional network or in your


personal network? Let’s say you pick something like craft beer or wine or
toddler products, and you’re not necessarily someone who worked as a
career in that.

But you’re a customer…you’re a buyer. You understand that market,


because you’re interested in it, and you have fun in it, and it’s something
you like talking with others about.

And trade associations…are you part of any trade associations? Or are there
trade associations in that industry?

I brought this one up, which is the global business travel association…this
image here. Because let’s say you worked for a corporate travel
department, or you traveled a lot on business.

You’re the right person to write for that industry. And if you find an
association like this – a nice big, active, healthy association that has a
conference every year, and they have a blog, and they have a journal, and
they’ve got sponsors, that’s a really good sign that they need copywriters.
That industry is a healthy place for you to find work.

Unedited transcript from original recording.


www.getwsodo.com
www.getwsodo.com
So again, I highly encourage you to think about your background, your
interests, your lifestyle, and your career history to see “what do you know?”

And just choose. Choose one to start with. We’re going to teach you a lot
about how you go about finding clients in a particular industry.

And it’s something you really can just start and then shift gears when you
want to if you decide you’d rather do a different industry.

But my advice: start with what you know. It’s the easiest way to get
momentum as a copywriter.

0:08:52 – End

Unedited transcript from original recording.

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