Times have been tough for UK copywriters. But the smart copywriter will spread his wings and look for work away from home.
Life's been pretty tough for the UK-based copywriter since about 2008. For a few years, copywriters were riding the gravy train and it looked like it might never stop. Then we saw those pictures on the news of the run on Northern Rock, and that was it. The train was in the sidings.
If they haven't already done so, UK copywriters might want to consider switching to Plan B.
Plan A was simple. If your website wasn't already well up the North face of Google, you'd simply throw a bit of money at Google Adwords every month and get a good return. But devotees of Adwords will have noticed a sharp decline in the return from this channel.
It seems that the only people responding to those Adwords adverts are marketing managers who've been laid off and looking for advice on freelance copywriting, or sharks searching for web content at £2 a page.
Let's face it, this is the worst recession since the 1930s. And, strangely, the first thing to go in a downturn is marketing. I often wonder why: after all, you can't 'save' your way out of recession.
The growth of Mumbai word farms isn't helping, either. These Indian writers have ruined the copywriting landscape by selling pages of 'content' by the yard. Suddenly, everyone thinks they can get web pages written as cheap as chips.
What's Plan B, then? Plan B should be to find new markets, either at home or overseas, in places like Japan or Switzerland. It's easy enough. You have two options: the first one will cost a bit of cash; the second is effectively free.
Your first option is to tweak your Google Adwords account to target searches such as 'copywriting Switzerland' or 'copywriter Switzerland'. It's easily done. You can choose a few more countries while you're at it. Hint: try Brazil, Japan or other places less affected by the recession.
The less-expensive alternative is to write a landing page for your website focusing on 'copywriter Switzerland' or 'copywriting Switzerland'. Match up your copywriting words with local words and you can attract work from wherever you like.
You can target big cities, counties and countries. If you're smart, you'll pinch work from under your competitors' noses by targeting their locations. Prepare your landing page with long-tail keywords and make good use of the H1 and H2 tags. Find an articles site with good page rank and set up some backlinks with relevant anchor text.
Here's an example of a landing page that pulls in traffic from businesses in Switzerland. The UK-based copywriter is an honorary Switzerland copywriter.
The idea works out well for Switzerland businesses, too. After all, they should be looking for the best copywriter they can find – not just the nearest one.
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