Copywriters: escape the “commodity trap”

January 19th, 2018 by Bob Bly

Subscriber DC writes, “What’s the biggest threat facing freelance
copywriters?”

Then he answers his own question: “It’s commoditization.

“To see where copywriting is going, look no further than
translation.

“This is now almost a commodity, in which freelance rates are in
a ‘race to the bottom.’

“In copywriting, barriers to entry are so low … and anyone
anywhere can bid for work.”

Then DC asks, “So how can copywriters avoid becoming a commodity
— what strategy works?”

To answer, here are 5 ways copywriters can escape the commodity
trap:

1–The “double pipeline” strategy.

You calculate the amount of marketing needed to generate enough
leads to keep busy.

Then, do twice that much marketing!

Result: a lead pipeline filled to overflowing — making you an
in-demand copywriter with more potential clients than you could
ever hope to possibly handle.

And when you have 2X more copywriting jobs offered to you than
you can take, then commoditization doesn’t matter.

Demand for your time outweighs the supply, and you eliminate
cutthroat competition or the need to compete on price.

2–The “niche” strategy.

Specialize either in a particular industry, such as financial,
health care, or manufacturing.

Or in a medium or copywriting task such as white papers, email
marketing campaigns, or long-copy sales letters.

The more narrow your specialty — e.g., direct mail selling
insurance — the more you can charge and the fewer your
competitors.

3–The “multiple streams of income” strategy.

If your gross revenue goal is $150,000 a year and all you do is
write copy for clients, you must get and complete $150,000 worth
of copywriting projects.

On the other hand, say you want to make $150,000 a year, and you
can make $25,000 in speaking fees, $25,000 in book royalties, and
$50,000 creating and selling your own info products online.

That adds up to $100,000. So the pressure is off, because now you
only have to make $50,000 a year in copywriting fees to hit your
$150,000 total revenue goal.

4–The “guru” strategy.

Write articles, publish special reports, author books, present
seminars, give talks at conferences, have a content-rich website,
build a Facebook group, tweet, and do other things to help build
your reputation as a guru.

5–The “superstar” strategy.

Be in the top 1% of copywriters in terms of results generated by
your copy.

This is an extremely difficult strategy as most of us have mixed
track records and almost no one writes a winner every time.

The preeminent copywriter in the superstar category today is
Clayton Makepeace.

All 5 strategies are essentially variations on one theme: Be
different in a way that makes you better or more desirable.

But it’s not enough to build or become a better mousetrap.

To get the world to beat a path to your door, you’ve got to
effectively communicate that difference to your potential
clients.

In Working Moms e-newsletter (9/7/17), Dan Kennedy writes:

“Project a powerful, persuasive, intriguing, compelling,
fascinating message. Is your message ordinary or similar to
others in your market? Is it plain vanilla? Easily ignored? Just
about the facts? If so, it needs to be doctored so that it
stands out. This is especially true if your product or service is
widely available.

“Review your marketing. Does it differentiate your business and
perhaps establish you as the expert people should work with,
regardless the cost? If not, it should.”

Share

This entry was posted on Friday, January 19th, 2018 at 10:45 am and is filed under Direct Marketing, General, Writing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

11 responses about “Copywriters: escape the “commodity trap””

  1. driving directions said:

    Thanks for sharing. I see the novelty of your writing, I will share it for everyone to read together. I look forward to reading many articles from you.

  2. Assignment Writer UK Based said:

    Writing is really one of the best hobbies as it is the resource to explain and share your views with the public. It is not necessary that your writing could be liked by everyone, it could be criticized as well. Cheap Assignment Writing Services In UK

  3. omejames said:

    Play free classic online heart game and enjoy lots of fun actually this one is most entertaining place no need to explain https://heartsgameonline.net so without wasting your time just play it directly.

  4. color switch game said:

    This page gives you a lot of information. Thank you!

  5. Billy Gun said:

    Copywriters are like technical writers and the professions may cover. Extensively, be that as it may,technical writing is dedicated to educating readers instead of Assignment Writers inducing them. For instance, a copywriter writes an advertisement to sell a car, while a technical writer writes the operator’s manual explaining how to use it.

  6. Fotografinya said:

    ??? ???????? ????? ???? ??????, ????? ?? ? ?????????????? ? ???? ??????? ? ??????? ????????? ?????????? ??? ??? ???????? ????????????? ???????

  7. thomas buckley said:

    However, to start with, you have to comprehend where this answer originates from in reality. I find that at whatever point you’re looked with an advertising issue, it’s useful to attempt and return to the universe of RELATIONSHIPS, which is eventually what showcasing is about.
    Write my essay cheap uk

  8. Lois said:

    Enter your Apple ID as well as password. https://itunesaccount.org/ Create iTunes account on iPhone, iPad or iPod Touch.

  9. update my browser said:

    I like to read your blog and writing is a skill that will be interested in everyone.And also it is not necessary that everyone would like your writing.It depends on person ways and I like reading this type of informative article.update my browser

  10. Miya said:

    We can see many copywriting services in these days and a good competition happens in this field. Need for this service also increased because of most of the students depends on online writing service for their academic works. computer virus removal

  11. ritariya said:

    Writing essays is one of the assignments that the students used to handle in the schools, colleges. Experienced and highly skilled writers can only write the essays so accurately. Good writers can produce better essays. It’s informative. I really liked the post. Keep sharing the updated posts.private tour guide washington dc

Leave a Reply