The global downturn rumbles on. But US corporations can't save their way out of recession. They need to market themselves. But US copywriters can be samey. For a different tone of voice, perhaps it's time that America looked at UK copywriters.
The economic downturn has gone on far too long. For some struggling firms in the USA, the situation is unbearable.
Some big corporations in New York, LA, Philadelphia and Boston have realised that you can't save your way out of a recession. You have to speculate to accumulate. The best way to do that is by turning to marketing, advertising – and copywriting.
But maybe those American copywriters are just writing in the same old way. They're US copywriters writing for the New York or LA market. The US audiences have heard it all before. Maybe it's time New York firms looked for a copywriter with a different voice. Someone who offers a clear point of difference and can make them stand out from the competition.
Let's face it, even if you don't have a USP (Unique Selling Point), if you at least sound different from your competitors, that can be just as good.
So maybe it's time to look for a copywriter or marketing agency that isn't in New York? Perhaps it's time to look as far away as the UK for your copywriting needs?
Why would you want to do that? Well, UK copywriters are more creative than the copywriter from New York. They offer a different tone of voice – something much less salesy, more laconic and humorous. It's like Hugh Grant against Brad Pitt. Who would you prefer to buy life assurance from?
Of course, you might also have had enough of those 28-page sales letters so beloved of the New York copywriter (sometimes they're all on one huge scrollfest of a web page). Make it to page 28 and you deserve some kind of congressional medal. And a vacation.
Check out the web and you'll find plenty UK copywriters writing for the New York copywriting market. These days, there's rarely a need to meet up and much can be achieved through email, Skype and the phone.
Those New York firms using a UK copywriter discover that the quirky sense of humour works well for them. That dry humour is one factor that doesn't tend to be available from the New York copywriter.
The UK copywriter has honed his skills working on soft-sell, quirky brands that have taken their lead from companies like smoothies manufacturer Innocent Drinks. This company has gone all-out on a crazy, laid-back copywriting tone of voice that many have tried to copy in the UK and around the world.
So, if you're looking for a copywriter in New York, you could consider a UK copywriter. With a standout tone of voice, they could offer just the difference you need as the markets stagger towards an uncertain future.
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