UK copywriters have endured some tough times of late. But surviving the downturn is all about finding new markets. Here's how to do it.
There have been rough times for UK copywriters of late. Until 2008, everything in the garden smelled lovely. Now, those blooms have wilted and the leaves have fallen from the trees.
The credit crunch has been a major game-changer for UK copywriters. Plan A has had to be shelved and Plan B urgently ushered in.
Plan A was a no-brainer. You simply worked hard to get your website optimised on Google for wide search terms based around copywriting. If you couldn't get there the natural way, you went for the Caesarean: Google Adwords. You could chuck about £300 at pay-per-click every month and the enquiries rolled in.
Today, those searches and clicks just aren't working any longer. The only copywriting enquiries you're getting are redundant marketing folk looking for advice on freelance copywriting. Or, worse, sharks looking for wordfarm stuff at $2 a page.
You can tell them where to go. However, it's not helpful that businesses have relegated copywriters in their search for a solution to the downturn. As a copywriter, I wonder if they believe they can think 'save' their way out of the gloom.
But back to wordfarms. The emergence of these boys from Bombay (men from Mumbai?) has set copywriting back a generation. They're turning a practised art into a packaged commodity. They've hacked the legs of quality copywriters off at the knees. Now, everyone thinks high-quality copywriting is available for under a tenner a page.
So let's look at Plan B. This is about finding new footholds in fresh copywriting markets. Wherever they may be. Luckily, in the age of the Internet, those markets are just a few clicks away. Distant markets like Japan and Russia are easy targets. So, let's imagine you fancy yourself as a copywriter in Stockholm, for example.
It's easy. There are two ways forward that leap to mind. One will cost a little bit; the other is almost free.
For just a few quid, UK copywriters can alter their Adwords account to allow clicks on 'copywriting Stockholm' or 'Stockholm copywriter'. Want to get more adventurous? There's no geographical limit. You can be a copywriter in Zurich or Zanzibar.
But if cash is an issue, you can just write a landing page for your site describing your services as a freelance copywriter in Stockholm. Just get those copywriting words next to Stockholm words and the hotline from Sweden will be glowing. Write a few articles about 'copywriter Stockholm' for high-page-rank sites, add your anchor text and away you go.
This UK copywriter has done that. He's a Manchester-based copywriter positioning himself as a copywriter in Stockholm.
This way, everyone wins. There's more work for the UK copywriter, while the Stockholm business owner employs the best copywriter for the job, not just the nearest.
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