Specialist or Generalist? Choosing the right copywriter for your business

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Choosing a copywriter: Specialist or Generalist?

Choosing a copywriter is bit like choosing a new pair of trainers. You want the right kind for the job. If you are a sprinter, you’ll want spikes, if you are a dancer you’ll want split soles, if you are a fell-runner you’ll probably want something lightweight with a lot of chunky tread.

However, most of us are happy with a general, cross-training pair of shoes that are equally comfortable at the gym and on the tennis court.

In a similar way, if you work within a highly specialised field, for example pharmacology, and produce a lot of white papers, you will want to recruit a specialist copywriter with technical knowledge. Specialists will always have their place and are required for work within specific industries.

There are also specialists for specific genres of copywriting. It is possible to recruit a specialist sales writer, website content writer or feature article writer – all of these experts are available and have their niche.

For example, a large company may use a copywriting agency which houses all of these specialists, siphoning off work to the most appropriate one. The key here, is that the company is still effectively working with one business (the agency), so have someone with whom to maintain a consistent business relationship.

However, for most general business use, it is better to form a long-term relationship with a multi-skilled general copywriter with whom you can develop an understanding. Over time, this makes far more business sense than juggling several different writers on an ad hoc basis.

Building relationships

If you were seeking a new accountant at a networking event, would you opt for the  stand-offish one with the high-end clients, or the one with whom you struck a rapport over coffee? Business is often far more about forming trusted partnerships than choosing the best “on paper”.

We opt for those we connect with, right? You can’t realistically maintain a long-term relationship with someone you don't like. Inevitably, it will breakdown at some point and you will have to begin the search again.

It is far better to engage someone friendly and trusted who, despite perhaps not having the most illustrious connections, you actually enjoy working with. In the long term you will grow together and achieve far more.


What can a general copywriter do?

Individuals will always have slightly different skillsets, however most copywriters will offer the following services. Find one with whom you connect, who listens, understands and “gets” you, and it will pay dividends:

Website content

Good quality website content is invaluable and ensures your customers find you at the right time. Website content should be clear, client-focused, optimised and easy to read.

Business Blogging

Did you know that Google now expect a blog a month? If you want to top those rankings then you need content. Copywriters regularly ghost-write business blogs; it’s can be worth keeping a trusted writer on a retainer to keep up with demand.

Case Studies

Case studies are becoming increasingly popular as a way of adding credibility to your online profile. Using the words of your customers, they effectively highlight the benefits of your products/services.


Getting an article published is a great way to earn positive PR. Whether for print or digital release,  a good copywriter can create an article in a style and tone that matches your brand.


In 2020, marketing is all about sharing expertise. Customers are looking to find a trusted authority voice before they buy. Ebooks are an effective way of delivering expert knowledge.

Press Releases

Press releases are a tried and tested method of gaining great PR if you have a promotion you want to broadcast to media outlets.


Copy-editing goes further than basic proofreading – it involves editing and reworking your writing to make it concise, accurate and effective.

Other Services

Other copywriting services may include the following:

  • Advertorials/Advertising copy
  • General marketing materials
  • Emails
  • Brochures & Leaflets
  • Proofreading

Clean Slate Copywriting offers all of the above services. Contact me now for all your copywriting needs.