Copywriters need to work hard to find new business these days. Here's one way of pulling in clients from outside your geographical area.
The wolf has been huffing on the doors of UK copywriters for quite some time now. Those who have stuck with the same old marketing strategy might want to consider a Plan B, and fairly quickly.
Time was, your average UK copywriter could throw a few hundred pounds at Google Adwords every month and expect a pretty decent return on their money. But that avenue is just not paying off any more for UK copywriters. Adwords subscribers find themselves going weeks without a sniff.
The UK is still in the grip of the worst recession since the 1930s. The market is stagnant and the tumbleweed is blowing down the High Street of British industry.
The other factor that's changing UK copywriting – and not for the better – is the growth in word farms and the boys from Bombay. These writers from India and Colombia are changing the copywriting landscape by selling us pages of content at $3 a page. This is copywriting by the yard, and they've turned a practised art into a packaged commodity.
So, let's look at that Plan B. UK copywriters tend to promote themselves in their own geographical area. To achieve that, they use long-tail keywords that feature 'copywriter' or 'copywriting' and the town or county where they operate. That's fine, but why not extend that idea?
It's little hassle to write a page for your website that deals with a completely different geographical region. Marry up those copywriting words with geographical words from this area and you have the basis of a honey trap that will attract businesses from an altogether new geographical area.
You can target the big cities or counties or, if you want to be clever, you can go for the cities where you know your main competitors will operate. You'll be taking work from under their noses.
Just use your long-tail keywords and a few H1 and H2 tags, plus a few well-placed backlinks, to send those pages up the North face of Google.
Best of all, this geographical masterplan will cost next to nothing. You can build new pages in your content-management system and your backlinks can come from free article sites like this one.
After all, how many times do you actually meet clients these days? Everything can go swimmingly with just a broadband connection, Skype and a few phone calls.
It's a strategy that works well for me. I have a number of clients in Derby, even though I've never even visited the city. I am the honorary copywriter in Derby. I've had similar success as an honorary Leicester copywriter, Birmingham copywriter and Kent copywriter.
It's a concept that makes sense for clients, too. Shouldn't they be looking for the best copywriter they can find, not just the nearest one?
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