The “I can write about anything” Fallacy

Recently I saw a post online in which the author was stating unequivocally that they could write about anything. That’s right — anything.

It went something like this:

Writers can write about anything!

We learn your product, competition, message, and we provide solutions.

With few exceptions, we don’t need all that experience in your niche to write about it.

Example: I changed a caption from something boring to “All that glitters really is gold.” Then I wrote a profile for an executive’s LinkedIn profile that made him sound like one of the top execs in the country. After that, I wrote a killer case study for a financial institution.

I had no experience writing in any of those areas.

Stop posting jobs that require things like “must-have 2 years of experience in writing for this industry.”

Here are some things that I’d like to stop:

Writers cannot write about anything.

No, you can’t. Neither can I. Admit that there are things that fall outside of your current skill level. Save your client, and yourself, the embarrassment. In the few cases where I did have to hire other freelancers, I came across at least three instances that proved that point. Frankly, this very post proved how wrong that statement is. (I’ll get to that in a minute.)

There is a level of competent understanding that you as a freelancer need to have in order to write about a topic. In my niche, knowing insurance terms is a very small part of the job. I have to know the language, the acronyms, the jargon, the regulatory landscape, the various industries that feed into that niche, and how it all ties together. If you expect your clients’ audience to be convinced, you damn well better know what you’re talking about.

You cannot always learn on the fly.

You might know the product and the message, but I guarantee you you’re not as up-to-speed on the competition, the previous marketing, the internal focus, the voice that client wants (I have one client whose primer on what their voice is goes on for four pages), and again, the marketing subtleties that could either give them a fantastic position or embarrass them or worse.

With few exceptions, you do need to know something about the industry.

The exception is some business-to-consumer (B2C) writing, where things might be easier to fake. With business-to-business (B2B), you are addressing an audience who understands their market intimately. You’re not going to fake it without their bullshit detectors sounding. Even if you can fake it in B2C writing, that doesn’t mean you’re going to do it well enough to satisfy your client.

Your example isn’t convincing anyone.

This one had me shaking my head. To prove their point, the author used an example of something they took that was bland and “improved” it. Only the example was blander than the original. Worse, it was an overused cliche. That, to me, told me all I needed to know about this writer’s assertion that “writers can write about anything.” Yes, but are you writing well?

Are we winning at freelancing yet?

You’re not getting hired.

The post went on to berate employers and would-be clients for asking in job postings for a certain level of expertise in their business area. How dare they expect their new technology writer to know anything about technology! What are they thinking wanting their energy writer to have proven knowledge of the industry terms and concerns! The bastards!

It’s yet another case of you don’t know what you don’t know.

First, stop that shit right now, okay? The arrogance of telling a company that they have no right to ask for what they want is like saying, “Nice to meet you, you owe me.” It’s also the quickest way to guarantee that assignment isn’t coming.

I’m all for a healthy level of confidence. We writers need it to build and grow a freelance writing business. However, your ego shouldn’t be lying to you. It certainly shouldn’t be telling prospective clients that they’re idiots for not hiring a writer with no experience in their line of work.

Telling any potential client to “stop expecting” experience is just daft. Are you now smart enough to run their company for them? Seriously, drop the arrogance and open your ears. They are saying, “We’re not going to trust our money to someone who isn’t proven.” And if you think that’s stupid, ask yourself if you’d throw money at just anyone and expect them to rebuild your car engine. Didn’t think so.

If you find yourself frustrated by this post or by the fact that potential clients are asking for experience, try this:

Stop applying for jobs.

Seriously, if you’re such a fantastic writer, you wouldn’t be combing the help-wanted ads for work. Cultivate your own client list. That way, you can let your actual experience work for someone who needs those skills.

Start small and build.

I never knew a thing about insurance. Then I started working in an agency part time. Then I got hired as a senior editor for an insurance trade pub. Then I branched out to the point where I could write marketing copy (starting small, of course) and soon I was working with household-name companies and advertising firms.

Everyone starts at the beginning. If you really want to learn a particular industry or skill set, devote some time to it. Don’t expect to be writing annual reports or environmental impact studies in the construction industry on day one. Instead, start with small articles, small internal newsletters, website content, blog posts. Get to know the industry by reading and learning and talking with experts. Build, don’t assume.

There are times in which you will have some experience that can translate to new areas or skills. Keep an eye out for those.

Put time into that freelance writing career. That’s the real payoff.

Your turn.

Do you agree that writers can write about anything?
What steps do you take to learn a new-to-you area or skill set?