It’s Thursday again, and that means I’m turning this blog over to a specialist freelance writer in a segment I like to call SpecialtyBuzz. SpecialtyBuzz was conceived in response to some recent chatter in the freelance writing world, chatter that seemed to agree that freelance writers who specialize in one product or subject matter have an easier time marketing themselves and finding clients.

Today’s SpecialtyBuzz interview is a little different. While our guest, Heidi Rafferty, specializes in journalism, she has four niche areas within her specialty. Does this sound like you? Perhaps you want to master the art of writing press releases or blogs, but are interested in many different types of subject matter? Read Heidi’s interview for tips and tricks!

What is your specialty and how did you get started in that particular area?

I have four areas – military, real estate, small business (entrepreneur issues) and engineering and technology careers. How did I get started? Well, eight years ago I broke off from a 12-year career in newspapers and The Associated Press as reporter and writer. Those 12 years laid a foundation for me to be able to ask questions in virtually any subject area. I learned the art of gathering information — ways to interview. I apply the art of question-asking to any subject.

 When I started my business, I went by the rule of 100 to 1 — in other words, for every 100 queries or pitches, expect one response. I did a lot of cold calling and email pitching! I established my Web site, which featured clips, then directed editors to that site to view my samples. The rule of 100 to 1 played out — I received one client for every 100 pitches.

This may sound disheartening to some people; however, I established regular work with regular clients within six weeks of quitting my job as a newspaper business editor. In eight years, I have never lacked for an assignment or for work. All you need to do is craft the art of gathering information. Prove to editors, that you are ethical, honest, quick, and resourceful – then once you’ve done one story for them, you’re golden. I didn’t know anything about real estate or technology. But I was able to learn quickly, just because I was a student to all.  

What are three things a writer needs to know before choosing to specialize in your area of specialty?

I’m not sure how to answer this one, because [within journalism] I’m actually “jack of all trades.” But I think the best way to decide on a niche is to apply “the spaghetti on the wall” method. You ever throw a wad of spaghetti against a wall to see which noodles stick?

My own approach to gaining business is to query as many editors as possible and rely on my track record as proof that I can write for them. Point to what you do well and why you would be able to turn around great copy for that particular client. Send them to your Web site, and then see what comes back.

If you know how to ask questions and interview, then take that information and accurately write it into an article, you don’t need to worry about subject area. Just do a great interview, then write up a creative piece, and you’re set. I have gained clients because they read an article I did for another magazine in the same genre. It didn’t matter that I wasn’t a complete expert. If the subject matter was accurate, if the article was tight and the writing was interesting, they wanted to hire me. 

Are there any potential pitfalls associated with specializing in your area?

I think the general pitfall for any freelancer is to become too complacent about your current clients. People who are successful at their jobs also continually circulate their resumes. The same goes for freelance writing. Keep your current clients happy, but keep an eye out for new opportunities. You also may tire of your particular writing niche. If you are writing for a variety of magazines, you can easily move on to an area that interests you more! Don’t limit yourself.

What is the current market for writing in your specialty? Who is buying and who is selling?

General rule of thumb: First seek out trade publications on writersmarket.com. Then, do searches of trade associations. Find out whether they have magazines (they all usually do, but not all of them advertise on Writer’s Market). Then, use the spaghetti against the wall method. I know it sounds too generalized and too easy — even a monkey can do it, right? That’s the point. This is not rocket science. It just takes diligence and a willingness to hear “no” frequently — in return, the “yeses” you receive will pay your mortgage. I promise.

What do you enjoy most about your specialty?

I really enjoy interviewing experts in each of my specialties, especially those who are experts on entrepreneurship matters. They have tips that I apply to my own business!

I also enjoy writing military stories, because they are inspiring and also help veterans and their spouses in day-to-day decisions and living.

What do you enjoy least about your specialty?

Wow. That is a stumper. I have been thinking about it for a long time, and I don’t have anything that I “least enjoy.” I love all of the topics and niches, and I thoroughly enjoy talking to people around the world about things that are important to them. Having the variety is the most satisfying thing, plus it energizes me. After I have written on one particular subject, I move to the next, and energy is automatically renewed because it is something different. So I really don’t have time to think about what I don’t like! I do one, then move on, then move on, then move on.

How would you suggest networking within your specialty?

I am a member of a writers’ group in Lexington, Kentucky, but I don’t really attend very often. Most of my networking takes place online — talking to bloggers, other writers who write for the same publications I do (helps to compare notes on editors, pay rates and assignment expectations) — and then I also Twitter. Be as friendly as you can to everyone. This is a small business, and a small world. You’ll find everyone knows everyone. I once intercepted an email from an editor not intended for my eyes — it denigrated my religious beliefs to another editor. You can bet that I told every writer I knew about this (plus, I never worked for her again). And I have also steered other writers from another magazine that did not pay me for the work I completed. The same goes for you — keep your nose clean. Deliver what you promise. Editors talk. Your reputation and name are the only treasure you have. Keep it safe and secure. Be nice to people and be smart about your work habits.

Heidi Russell Rafferty is a freelance writer based in Kentucky and is the eight-year owner of The Objective Journalist. Previously, she was a news reporter and business editor for four newspapers in Pennsylvania, Maryland and North Carolina and a newswoman for The Associated Press in Pennsylvania. She can be reached at heidi.rafferty@theobjectivejournalist.com. Her personal blogs (religious in nature) are can be found here and here.