By: Ed Gandia
A fellow freelancer (let’s call him "Frank") emailed me a few weeks ago with a dilemma. Frank had recently decided to pursue a freelance career. Yet as he planned his next steps, he was unsure about where to specialize.
“I’ve been thinking and thinking, but I can’t come up with the right category,” he wrote. “You’ve said in the past that one should pick a category where one has experience or some familiarity. But what if I have neither?”
I can understand Frank’s dilemma. With all the talk about the importance of specialization, not having a clear picture of a viable specialty or niche can be a bit nerve-racking.
If you find yourself in a similar situation — whether you’re new to freelancing or not — here’s my advice: Relax!
Sure, if maximizing your income and having the freedom to pick your clients and the projects you work with seems attractive to you, then yes, specialization is something to seriously consider.
But you DON’T have to start out as a specialist. It’s something you can grow into as your business grows and evolves.
I find that too many new or aspiring freelancers struggle so much with this issue that it delays their progress. Delay soon leads to procrastination. And procrastination leads to giving up altogether.
So here’s how I would approach this dilemma…
#1: Do a personal inventory. Make a list of the following as it pertains to you:
- Specialized Knowledge
- Achievements, Accomplishments, Awards
- Likes & Dislikes
Make a thorough list of what attributes you may possess under each category. And don’t rush through this exercise. Take your time. You won’t think of everything the first time through.
#2: Connect the dots. After a few days of adding to the list, take another look and start thinking of ways you can parlay these attributes into a specialty.
And you know what? It doesn’t NEED to be a specialty! Equally effective could be a couple of statements that explain why you’re different — and specifically why you’re different in a way that has little to do with a niche market.
For instance, a demonstrated experience and passion for working with disabled children probably shows that you have a highly empathetic personality. If you’re a photographer, designer or writer, that could make you an ideal resource for companies that need to communicate a very empathetic tone in order to strike a chord with their target audience.
I just came up with that example off the top of my head, but hopefully you get my drift. There are many ways to position yourself as a different and better choice to prospective clients without having to carve out an industry niche.
#3: Don’t rule out starting as a generalist. Finally, there’s nothing wrong with starting out as a generalist. Better to start today as a generalist than to stall and never make the leap to freelancing at all. As your business develops, you can always choose to position yourself differently and pursue specific markets or projects that you enjoy more.
As the late Jim Rohn, one of my favorite motivational speakers, once said (and I’m paraphrasing here), “If you’re not sure where to start, do this. Go outside, throw a rock way up in the air, and wherever it lands, start right there!”
So…where’s your rock?