Specialize or generalize? It’s an age-old question. When it comes to copywriters, the traditional refrain is that it’s good to specialize; that you want someone who is dedicated to a particular niche or channel. But as the marketing discipline evolves, it’s generalist copywriters who are making brands truly shine.
In this post, we’re going to take a fresh look at the long-held belief that it’s better to work with copywriters who go deep on a given format or industry. While those attributes may have been valuable even just a few years ago, the communications landscape today looks nothing like it did then.
Businesses that want to engage across all the right channels—not just the ones their writers are already familiar with—need format- and industry-agnostic copywriters on their team to open those doors.
Let’s explore why.
Generalists are strong critical thinkers.
Copywriters who work across formats and industries must constantly adapt to new styles, tones, and content structures. And where you find adaptability, you also find critical thinking skills. Whether crafting a technical white paper for a B2B audience or writing snappy captions for social media campaigns, these writers are skilled at analyzing the unique requirements of each project. They assess the target audience, purpose, and medium, then tailor their messaging accordingly.
This agility makes them especially adept at problem-solving. For instance, if a campaign underperforms, a format- and industry-agnostic copywriter can quickly pivot strategies, drawing from their broad experience to craft a more effective approach. Their ability to think critically and adapt ensures that your brand’s messaging remains relevant and impactful, regardless of the context.
Versatile writers are quick studies.
One hallmark of good industry-agnostic copywriters is their ability to become quick experts. They immerse themselves in unfamiliar industries and learn the intricacies of new subjects with remarkable speed. It’s a true superpower that stems from habitual engagement with diverse topics—and an ability to rapidly identify core concepts.
For example, a copywriter tasked with creating content for a renewable energy startup might initially lack deep knowledge of the field. But solid research skills, combined with experience in distilling complex ideas into digestible content, allow them to produce compelling, accurate, and authoritative messaging. This adaptability means businesses can rely on these types of copywriters to produce high-quality content, even for niche or technical industries.
And when they’re really good, they get it on the first try.
Creativity is about making connections.
The more exposure a copywriter has to various formats and industries, the deeper they can reach into their creative toolkits for new assignments. A writer who has worked on e-commerce product descriptions, in-depth industry reports, and engaging travel blogs can bring fresh perspectives to a new project – even if it has nothing to do with what they’ve written previously. This cross-disciplinary creativity is invaluable in today’s saturated markets, where unique and innovative messaging is key to standing out.
Here’s another example: A copywriter who has developed marketing content for a luxury hotel chain might bring a storytelling approach to a B2B SaaS client, helping humanize complex software solutions. Conversely, their experience with technical content could help a lifestyle brand communicate the practical benefits of its products more effectively. This versatility enhances a brand’s ability to resonate with diverse audiences.
Hiring generalists reduces costs.
Hiring a single copywriter or team that is format- and industry-agnostic can also be more cost-effective. Instead of onboarding multiple specialists, you have a flexible professional capable of managing a wide range of projects. This streamlines processes and ensures consistency in tone and messaging across platforms and campaigns.
Beyond cost-efficiency in hiring, a format- and industry-agnostic copywriter’s ability to handle diverse tasks reduces the need to contract multiple freelancers or specialized agencies for different projects. This consolidation not only cuts costs but also minimizes the administrative overhead of managing multiple vendors.
And finally, their versatility means quicker turnaround times. With a broad skill set, these copywriters can seamlessly transition between projects without requiring extensive onboarding or training. This efficiency translates to fewer billable hours and faster campaign launches, maximizing the return on investment for marketing budgets.
At MarketSmiths, we’ve put together a team of experienced and diverse generalist copywriters who use their collective knowledge to write with confidence for any industry, in any format, on any topic.
