Hello all!

What are some trends you're seeing in your copywriting business and in copywriting in general? What did you see in 2007? What do you forecast for 2008?

Just curious...

Thanks,
Michelle

Michelle,

The "recession" is here. It's been coming for a long time, and it is good news for copywriters, bad news for many businesses and people who FLOUNDER. Here's why:

There is more competition to get the dollars people are holding onto, it is a historic trend that in recessionary times people don't spend as much...but they do spend, they are a little bit more cautious than "normal".

So businesses will have to compete a little bit harder for that dollar...which means a copywriter/marketer with the goods to HELP that business surTHRIVE in recessionary times is worth her weight in GOLD...(and gold will reach an all time high).

That being said...copywriting is one of the new "biz-ops" with so many courses touting it as an easy and simple way to make fast bux {and with all biz-ops, there will be those that reach the 6 figure level in months...but MOST will spin their wills}

There are going to be a lot of, dare I say it?, "Angie types" pestering businesses with their new revolutionary copywriting skills...and one trend we all will see is a building up of "resistance" to these white knights riding in and rescuing their business...we went through the "biz consultant" phase in the 80s.

Better be prepared to deliver the goods. Cause if you can, it will only take a couple of hits before they come knocking on your door. That is the trend...but then, it's always been like that.

YOU see an increase in Biz-Op and as (I think it was Harlan) someone stated, the scare monger chicken littles will be crawling the Internet like Palmetto bugs in a Florida condo where granny left the food out overnight.

Again, that could be a good thing if you write for Biz-Op. Or against it.

The "marketing" of people will be HOT, so a copywriter who doesn't mind earning an extra and easy 100 bux a day for an hour of work or so, might want to start writing resumes and cover letters.

PROOF readers will be in high demand, and that might be a good way to break into copywriting with a big company.

I think the experienced marketer, and some of those big mailers will get richer...it suits what they sell.

Goods that save money, and better yet, goods that save money and are GREEN too, will become best selling items from here on out. LOOK for opportunities to write on those.

People still have the "dream" of financial freedom and independence, reality based services and products that can help will need good copy.

Small business start-ups will boom {that is, if you include all those home based, network, mlm, and biz-ops in the magazines like Entrepreneur or Small Business Opportunities} and these noobs will need copy.

OLDER momma and poppa businesses, are looking for a way OUT, baby boomers will be retiring, mostly part-time...and moving...so there are several niches to focus your skills.

You can create copy for the buying and selling of these mature businesses, you can create copy for the destinations these folks will be headed to,
you can write copy for the goods and services and for the businesses in these "new" places of residences.

All of those will BOOM while the rest of the country goes bust.

Real Estate has and will continue to lose good salespeople and agencies will be more willing to spend money on copy and marketing to help the industry get out of the dump.

LOCAL travel destinations, think "one tank trips" will become popular, so these destinations will need good copy.

Well, those are a few ideas for you...regarding the subject header, "the rich get richer"...they usually do in a recession because they know that is a great time to find bargains and to "BUY" low so they sell HIGH down the road.

The tested and proven copywriters will have more work than they can handle...the up and coming will be given their shots...those that are FLOUNDERING now, I'm sorry to say, will continue to FLOUNDER.

It is an exciting time for copywriters...a GREAT time for copywriter/marketers...and a FANTASTICO time for those that know where to hire the above...

The savvy marketer will get richer and richer because she will be hiring the folks that visit this forum.

Mark my words.

gjabiz

PS. Here are some fish in a barrel for savvy copywriters to approach. I was at BORDERS bookstore, had to buy a couple of books on WordPress...got the "dummies" one...anyhow, while sipping on an overpriced cup of Seattle's Finest...I was reading the FREE little newspapers. In my area these are Coffee News and Jive.

Free Jive Weekly - Curious Content, Serious Exposure. - Home
http://www.ohiocoffeenews.com

So you can see what they look like. There are 32 ads from small businesses in the Coffee News and 22 in Jive. So that is 54 small local businesses who are looking for more business...and someone, sold them on the idea that THIS would be a good way to get it.

So what concepts could you come with for these? What marketing strategies would you use? What copywriting can you do for these people? I'd bet that at least ONE out of 54 would become an "account" that could produce a steady stream of income from your skills.

Go ahead, spear the fish in the barrel; it's an all you care to eat situation.

My view of the copywriting profession isn't quite as rosy as Gordon's and I'll explain why...

I think, just as in the writing profession, there is going to be an offshore influence when it comes to copywriting. Once some of those smart, ambitious folks overseas master American-style sales language, you'll see/hear many of the same complaints coming from western based copywriters as we're hearing from western based article writers-- usually centered around not being able to make a decent buck because folks are out there offering copywriting for $10 an hour.

It's just a matter of time.

I believe someone that is more of a marketing consultant is probably safer because their world encompasses so much more than writing copy. The good ones look at everything from a numbers perspective-- things like "percentage response" and "rates of return". Not too mention the real good marketing consultants understand inventory turns and are comfortable helping either an online or offline business.

Anyone that reads any of Clayton Makepeace's articles or stuff put out by Dan Kennedy, you can tell their world extends far outside of sale copy. They see the big picture of marketing.

Many of the copywriters I encounter today are very weak when it comes to marketing skills and real business growth fundamentals outside of email, email JV's and SEO. Most just don't have the grasp of numbers nor do they understand the principles of offline marketing.

Excellent post, gjabiz, you make superb points re need for help w/small businesses, and use of the upcoming/perceived recession as a "reason why" it's so important to focus on that.

And Michael, interesting points -- that's why positioning (a la Fortins' book, and Reiss/Trout) will become ever-more important, also alluded to in one of Michel's recent blog articles re 3 trends, globalization.

Look at programming - why would *Anyone* hire a US-based programmer when you can get superb programming from Romanian/Indian programmers at less than 20% of the cost of America-based coders? Look at the bids at scriptlance etc and many of the requests are for a (fill in the blank) "Clone"... which may be the approach people in the copywriting professional services area may take as well, when bidding for copy projects (like articles). And as anyone, like myself, who's extensively used overseas coders knows, the good ones are absolutely fantastic and responsive to work with.
But look at all the successful software/programmers here in the USA who create (or more accurately, outsource) the dev work and then market the final product for whopping profits here (especially monthly continuity-based software services, like media streamers etc).

Potential solutions:

- like you said, being positioned/seen as a broader-service provider (eg "I'll write the copy Plus 3 autoresponder emails Plus 6 google ads Plus a 3-step postcard marketing sequence, not just some watered-down ripped off hypey salesletter") would be a plus for copywriters-for-hire to offer

- network at the seminars like a lot do, and be a speaker, to build networks and relationships and client referrals (warning: like one female copywriter I know, avoid being seen as a 'poser' or insincere, or just someone who wants to 'be seen in all the right places' because it comes off as insincere and trust/credibility-destroying).

- niche your copy services into a few core industries, so your portfolio demonstrates depth of expertise vs one-size-fits all copywriting (and/or core competencies, like Harlan with NLP)

- add the ability to be a scriptwriter to write sales copy for internet video (that itself is a very viable niche for an entire business focus for those of you with expertise in infomercial-style writing)

- and of course, try to get as many video/other testimonials as possible to bolster your claims.

The demand for qualified, proven-successful, competent copywriters will always be there -- it's positioning against a flood of low-cost overseas copywriters that will be a challenge. (actually, the status quo and lack of sales skills is the REAL challenge - there should NEVER be such a thing as a capable out of work copywriter, no matter where you are in the world.../rant). And for overseas copywriters who are genuinely talented, they too can benefit from the strategies above, to avoid being seen as "yet another ripoff copywriter from (country)".

Times have never been better, with all the new internet business online, it's an industrial revolution here, huge huge growth - but playing it right is the key. Ok I'm going to go read another Brian Tracy book (he's got a great new one "Speak to Win" out, superb). L8er.

-k

(rendering dvds now, gives me a chance to review/post in forums!)

Somewhat related to this topic and I'm surprised no one has mentioned it here.

Clayton Makepeace has a real barnburner going here
http://www.makepeacetotalpackage.com.../1/0/#comments
He talks about positioning yourself as a partner instead of a freelancer to protect yourself in the upcoming recession.
I think it's pretty good stuff.
What are your thoughts?
Larry Foster

I think it's a very good article. I know Jay Abraham has been preaching this sort of thing for years. I heard Halbert talk about the same thing in some early 1990's seminars.

On the surface it makes a lot of sense if you're partnering with the right company, in other words one that has the skill set in place to not just take your marketing instructions but to be able to run with them. And it's not just people in place either but the financial resources in order to apply what you're going to teach them.

Then you have the whole problem of the companies actually reporting "good" figures to you. Some may be devious and some just incapable of tracking.

Like anything it comes down to list selection.

Michael, if offshoring is to succeed, it will take much more than simply mastering American-style sales language. To be an effective copywriter, one must be tapped into the culture of the prospects being written to. People in other countries will have a big problem with this. Finding a prospect's "sweet spot" is difficult enough without having to overcome language and cultural barriers.

Alex

You're right, but you're looking at one of the major problems that have always stood against us as marketers. The types of customers we could help most don't realize the value we offer...and we'd never be able to convince them of it. They'll go to the offshore crowd no matter what we did.

I say it's good. I say it will flush out a lot of crapola.

The smart copywriters are developing solid relationships with their clients...and winning referrals. They're also insisting on tests so that their clients will always clearly see the copywriter's value in cash terms.

I did some work on my copywriting biz last year, but for personal reasons, ended up putting it on te backburner. I've never had to work during a real recession (copywriting work that is) though. We're not in a recession yet. At least, not officially. But it's the buzzword on everybody's lips right now.

Thanks for the detailed and thoughtful replies. I appreciate it.

Michelle

Oh goodness, Ive only briefly read over this thread and see some points to debate.

Elance/Rent acoder?: Those can sometimes work out, but as an owner of a web dev company I can tell you the quality and support is NOT the same with those.


Anyway..back on topic...I just did an adcopy for client that goes totally against everything I've been taught (sortof using Frank kern's Mass Control idea) Client was happy when I develivered it, but we'll see how the conversions work out. But I think it could be time for some elements of the 'taught' copywriting to take a backseat and split test some of the newer stuff.