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Hope you’re well.
My name is Frankie M. I am a copywriter newbie from South Africa.
Would you mind if I ask you a question? I found your information, and I believe you will help me with the right decision.
I am interested in case study writing. Do you think there’s a future ahead if I want to pursue that niche? Do case writers get paid a lot?
Or is web writing and content marketing by far a better niche for future success?
Thank you so much for your help.
Yes, case study writing can be a profitable niche. But I don’t think you need to be so exclusive in the work you pursue, especially when you are starting out.
Why turn away ANY client at this stage when the alternative is having no work? If you can land web writing and content writing jobs as well, you will accelerate the growth of your business and your experience.
Having said that, case studies are a popular marketing form these days. HubSpot advocates writing case studies to its clients. “In marketing, case studies are used as social proof — to provide buyers with the context to determine whether they’re making a good choice.” According to HubSpot’s State of Marketing Report 2020, 13% of marketers make case studies a key part of their content strategy.
If you’re willing to diversify a bit as a copywriter, you might also consider adding white papers to your capabilities. Think of them as longer, more detailed case studies with a few other key differences.
Whereas case studies offer real-life examples of how your client’s product or service helped their customer; white papers need more generalized, fact-based information.
For case studies, you’ll need to conduct interviews with customers in order to tell their story and convey their emotion. White papers will require you to do more research and be more clinical in your delivery.
The reason I’m suggesting adding white papers to your arsenal of copywriting services is that it offers you another opportunity to attract clients. It’s also less competitive than writing case studies. Fewer copywriters offer the service. White papers, if you’re capable of writing them, command higher prices.
In 2021 the “average” cost for a white paper is around $4,500. Writers with specific professional knowledge and experience more often charge from $5,500 to $7,000, or roughly $500 per page.
Case studies typically range from $1,000 to $1,500 each, depending on length and complexity. Of course, if you’re just starting out as a case study writer you may have difficulty commanding those fees.
I know many copywriting gurus recommend picking a specialty. But if you’re just starting out as a copywriter, it’s more important for you to get ANY type of work. Begin gaining experience, developing contacts and creating your portfolio; worry about specializing when you’re overwhelmed with clients begging you to take their money. Good luck!
Susan Greene, Professional Copywriter