UK copywriters have endured some thin times of late. But success could be just around the corner. It's simply a matter of finding new markets.
Times have been a bit thin for UK copywriters since about 2008, when the credit crunch crunched. The garden had been lovely. Suddenly, it was full of weeds.
So, anyone looking to make a living as a copywriter in the UK could do with ditching Plan A and formulating a Plan B pretty smartish.
Plan A worked well enough. It was simply a case of getting your website nicely optimised on general copywriting terms. If you couldn't make it to page one of Google, you could always buy your way there with Google Adwords. These days, though, those 'copywriter'-type searches aren't yielding the greatest results.
UK copywriters will have noticed a surfeit of ex-marketing managers clicking away at those Google ads. These are people who've lost their jobs and want advice on breaking in to freelance copywriting. Either that, or they're sharks who want wordfarm copy at $3 a page.
You can tell them to get lost. But it doesn't help copywriters that businesses have ditched copywriting and marketing in the recession. Surely they should be the last casualties? It seems fanciful that a business can 'save' its way out of the recession.
And what about those wordfarms? Web 'content' is killing the UK copywriting industry. Wordfarm content is turning a practised art into a packaged commodity. The boys from Bombay are taking the legs out from under UK copywriters. Now, every business under the sun thinks that top-class copywriting can be bought for £10 a page or less.
So, what's the solution? New markets are needed for UK copywriters. The good news is that, in the Internet age, new geographical markets can be found with just a few clicks. You can target wherever you like, too – from Auckland to Zurich.
Let's imagine you want to target 'copywriter Amsterdam' or 'freelance copywriters Amsterdam'.
It's an easy one to crack. Two obvious routes immediately present themselves. One costs a few pounds. The other is basically free.
The costly one is to adjust your Adwords pages so that searches for 'copywriting Amsterdam' or 'Amsterdam copywriter' find your site. The clever aspect here is that geography is unrestricted. You can target wherever you like – Lisbon? Copenhagen?
For those with lesser budgets, help is at hand. Simply write a landing page that sets you up as a freelance copywriter in Amsterdam. It's a simple matter to place those copywriting words next to Amsterdam words. After you've set up a few backlinks with good anchor text on article and PR sites, the phone line from Holland should start to melt.
This link shows a copywriter who's doing that. He's UK-based, but has written a copywriter Amsterdam landing page.
It's a win-win strategy. The UK copywriter gets fresh work in new locations, while Amsterdam businesses get the most suitable copywriter for the job – not merely the nearest.
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