UK copywriters struggling in the recession should look for new opportunities. In the Internet age, it's easy to spread your wings. Here's a couple of methods.
It's been rough for UK copywriters for a while now. Times were good until about 2008. It looked like the wheels of the gravy train might never come off.
Today, those wheels are definitely off. Plan A has bitten the dust and it's high time to search for Plan B.
Plan A was simple. You just optimised your website for general copywriting terms. If you couldn't make Google page one organically, you got there through Google Adwords and a few hundred quid each month. But those traditional, generic Google searches just aren't delivering the goods any more.
Instead, Adwords subscribers are faced with redundant marketing folk wanting freelance copywriting advice, or maybe sharks wanting web content at $2 a page.
Times are tough. And strangely, copywriting and marketing appear to have been jettisoned. It strikes me as a strange approach – UK businesses surely can't 'save' their way out of trouble.
Copywriters haven't been helped by the rise and rise of something called web content. This word-farmed rubbish has reduced great writing to something you could buy from a builder's yard, like aggregate. The men from Mumbai have undercut UK copywriters by around £30 a page. Suddenly, fantastic copywriting is something that can be bought for less than £10 a page.
So let's move swiftly to Plan B. What's Plan B? This is all about discovering new, more-receptive markets. Wherever they might be. And, in these days of the Internet, you've no need to leave your keyboard to find them. Locations such as Russia and China are fair game. Let's assume you fancy being a copywriter in Los Angeles, for example. It's never been easier.
You have two methods at your disposal. One might mean splashing a bit of cash. The other just needs a bit of time.
To achieve results for a small budget, simply adjust your Google Adwords account to accept searches for 'copywriting Los Angeles' or 'Los Angeles copywriter'. With just a few clicks, you can also switch your copywriting business onto other places, like Japan and Sweden, too.
More cost-effectively, you can put together a customised landing page for your website. Just describe yourself as a freelance copywriter in Los Angeles. It's a simple matter of putting copywriting words alongside geographical words and you can win new clients from Los Angeles to Lostock Hall.
Smart copywriters can even target the stamping grounds of their competitors. It's a simple matter of ensuring your landing page features the right long-tail keywords that also appear in your H1 and H2 tags. Next, write a few articles for high-PR sites, adding relevant anchor text.
Here's a copywriter who's written a similar landing page to find work from Los Angeles businesses. He's a copywriter based in the UK who's positioned himself as a copywriter in Los Angeles.
It's win-win. The UK copywriter wins more work, while the Los Angeles business gets the best copywriter for the job, not just the nearest.
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