I don’t think being a “generalist” is a disadvantage. in fact, it’s been my biggest asset. Over the last six years, I’ve written everything from SaaS landing pages to DTC skincare ads to nonprofit fundraising emails. I’ve seen peers hyper-specialize in tech or wellness, only to scramble when those markets dried up or client budgets shifted. I get that niches can be powerful, but isn’t range just as valuable? I’m tired of hearing “pick a lane” when the real power (to me) is being able to drive any car. Anyone else feel like generalists get overlooked in the copyworld echo chamber?

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I think there’s value in both, but generalists bring flexibility and resilience. Being able to pivot between industries and tones is a skill, not a lack of direction. The key is positioning your versatility as a strength, not a fallback.

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Having spent my career in a specialized niche (pharma), I absolutely agree that range is equally valuable. I just think that some folks outside of a niche confuse "limited range of experience" with "limited range of creative skills."

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If a copywriter is truly good they can write good copy for anything

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It sounds like you are a specialist though, as someone who's focused on direct marketing and content writing.

They never give the res of the idiom it is “ a jack of all trades but a master of none … is oftentimes better than a master of one”

I’m a generalist and it seems impossible to get another job without niche experience these days. If you have B2B tech experience but not specifically SaaS, you can’t get hired for a SaaS account. If you have consumer products retail experience, you can’t get hired for automotive retail. I have experience in almost every category but it’s not enough.

I’m a generalist. The ability to pivot on a dime and write for any brand/ industry including pharma and B2B has been a life saver during this depressed market.

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