UK copywriters have had a rough ride in recent years. But there's one surefire way to win new business - and that's to spread your wings.
It's been a rough time for UK copywriters for a few years now. We rode the gravy train for all it was worth until about 2008, when the wheels well and truly came off.
So, if you're a UK copywriter and you're looking for a way forward in the darkness, you might want to look at Plan B.
Let's all forget about Plan A. It belonged to a different era. It was simple – you optimised your website for generic terms like 'copywriter' and 'copywriting', or you primed your Google Adwords account, and the enquiries flooded in. But, let's be honest, pay-per-click is no longer delivering that sort of traffic.
Those still ploughing money into Adwords are faced with a string of enquiries from wannabe copywriters or sharks searching for web content at pennies per page.
This is a brutal recession. But the first casualty seems to have been copywriting and marketing. It's an odd approach – after all, it's not possible to 'save' your way out of the gloom.
Copywriting as we know it has also been hastened into its grave by the rise and rise of the boys from Bombay – the Calcutta content merchants undercutting UK copywriters by a cool £40 per page. Suddenly, the whole world believes they can get brilliant copywriting for £10 a page or less.
So what's Plan B? Well, it's clear that UK copywriters have to unearth new markets, whether that's at home or overseas. Locations such as Russia and Canada are fair game. If you want to reposition yourself as a copywriter in Canada, it's a fairly straightforward procedure.
There are two methods. One will cost a little cash; the other is practically free.
If you want to spend money, simply tweak your Google Adwords account to accept searchers looking for 'copywriting Canada' or 'copywriter Canada'. It's simple. With just a few clicks, you can even switch on other countries such as Brazil and Japan, too.
But, for next to nothing, you can compose a customised landing page for your website that sets you up as a freelance copywriter in Canada. It's a simple process to marry up your copywriting words with local geographical words to win new clients from wherever you choose.
If you're really smart, you can nick work from under the noses of your competitors in those locations. Make sure your landing page has long-tail keywords and ensure you make good use of your H1 and H2 tags. After that, it's a simple case of finding articles site with good Google page rankings, writing a couple of articles and ensuring your anchor text is relevant.
Here's a good example of a copywriter's landing page that brings in traffic from Canada businesses. This UK-based copywriter has positioned himself as a Canada copywriter.
It's a concept that works well both ways. The UK copywriter wins more work, while the Canada business gets to work with the best copywriter, not just the nearest.
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