Is freelance copywriting becoming a commodity?
April 27th, 2018 by Bob Bly
Subscriber DC, an experienced copywriter, writes:
“The market has changed quite a bit over the past 4-5 years for
freelancers. With the growing popularity of sites like Upwork and
Freelancer.com, and the flood of freelancers entering the market,
freelancing is in danger of becoming a commodity over the next
5-10 years.”
DC wants to know whether I agree. Answer: Well, yes and no. Let
me explain…..
First, yes to the fact that the market today is different — the
main change being there are so many more freelance copywriters
working today.
Contrast that to when I started freelancing in 1982, when often,
when a prospect called me, I was the only freelance copywriter
they could find.
Their choice was (a) write it themselves, (b) hire a small ad
agency or PR firm, (c) or me.
For a time, I was, as far as I could see, the only freelance
copywriter serving my niche — which back then was industrial
marketing — which gave me a huge advantage, as did my being an
engineer.
Today there are many copywriters out there with engineering
backgrounds. And just many more altogether.
That being said, copywriting is already a commodity in some
markets — and yet will probably never be a commodity in others.
Copywriting is a commodity in any market where copy is either (a)
not a critical factor determining marketing success or (b) the
copy does not generate measureable response and tangible results.
This would include much of the advertising for local small
businesses as well as bigger companies that focus on either
branding or image advertising.
The reason copywriting is a commodity in these markets is that,
well, everyone today writes or thinks they can.
And when you can’t quantitatively measure the sales produced by
copy, it is difficult to prove that your copy is better than
someone else’s — hence, it is seen as a commodity.
On the other hand, copywriting is unlikely to become a commodity
in areas where it (a) is a major factor in determining marketing
success, (b) generates a tangible response (e.g., inquiries,
orders) that can be precisely measured down to the penny, and (c)
produces a positive ROI, so it is seen as a profit center and not
a cost center.
This would include most of the world of direct marketing: direct
response TV and radio, magazine and newspaper advertising, direct
mail, online sales letters, video sales letters, and
autoresponder email series.
Within direct response, long-form freelance copywriters have
traditionally been paid more and earn more than short-form
copywriters, based on the fact that there are fewer people who
can do long-form well.
And by well, I don’t mean beautiful writing or creative. I mean
beat the client’s existing long-form control.
This entry was posted on Friday, April 27th, 2018 at 10:09 am and is filed under 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.
April 27th, 2018 at 11:13 pm
It can be great opportunity for all those love this sims mobile cheats
May 2nd, 2018 at 10:10 pm
I’m agree with your opinion. You wrote a great blog with detailed examples. torrents
May 5th, 2018 at 1:10 am
Things are very open and intensely clear explanation of issues. was truly information. Your website is very beneficial.
May 13th, 2018 at 10:24 am
Thats fine, thank you.
May 14th, 2018 at 6:31 am
Dawson says there is cash to be produced using changing over your back inventory into a digital book, distributing an iPad magazine, or beginning a hyperlocal announcing venture, which could draw in financing. If you want help in assignment writing task visit here | http://www.assignmentbay.co.uk
May 14th, 2018 at 10:18 am
This is really interesting info
May 15th, 2018 at 10:22 pm
Thank you for sharing the information! The idea of changing battery sounds better than waiting for the battery to recharging.
run 3 cool math
May 18th, 2018 at 6:56 am
To download paid apps for free a Getapk market apk download is a perfect destination.
May 19th, 2018 at 12:09 am
hi. Really in this article is good information .
ISO 9001 in Oman
OHSAS 18001 Certification in Qatar
May 20th, 2018 at 4:51 am
The products sold by the tell tractor supply company are Clothing & Footwear, Dog, Cat & Pet Supplies, Trailers & Accessories, Lawn, and Garden Supplies, Propane & Heating Supplies, Tools & Gun Safes, Fencing, Welders & Welding Supplies, Lawn Mowers & Power Generators.
May 22nd, 2018 at 3:37 am
Getting academic help from expert services is actually beneficial for students. It offers quality content at the best rates in time to boost your academic performance. There are a lot of similar services available online and choosing one that fits your needs could be a little difficult. photo clipping service
June 5th, 2018 at 10:03 am
Dollar General is an American store which strives to make shopping hassle-free for its customers.
dgcustomerfirst |
dgcustomerfirst.com
August 7th, 2018 at 5:26 am
also check it GetApk market Download
August 20th, 2018 at 3:25 pm
The dgcustomerfirst.com products of the Dollar General are Clothing, cleaning supplies, home decor, health & beauty aids, pet supplies, toys, seasonal items, and grocery.
August 30th, 2018 at 4:35 am
Copywriting is a commodity in any market but I think the copy does not generate a measurable response and tangible results. Different people have a different opinion on this topic. Anyways it’s nice to read there.internet explorer not responding
October 7th, 2018 at 4:47 am
The main change is there are so many more freelance copywriters working today but is really harmful to us.
October 9th, 2018 at 5:23 am
Really such a amazing post dear.
November 26th, 2018 at 6:20 am
How to easily download https://newyearwallpapers2019.xyz/ for free
January 10th, 2019 at 10:55 pm
That pasta dish in your photos looks like heaven, by the way!Interesting and you have very nice way of expressing the article. run 3 cool math
April 17th, 2019 at 7:01 am
thank you very much
downloadbyme.com
June 2nd, 2019 at 3:01 pm
A lot of game in the market. Download winning eleven 2012 warkop android. You should download it.
There are lots of special schools in lagos state. Such school care for the children with behavioural and learning difficulties. The school are wonderful.
Everybody should enroll their children in best secondary schools in Lagos
June 11th, 2019 at 5:35 am
Stuff is first to tread wherein no different generation magazines think to tread.
July 15th, 2019 at 4:52 pm
This is very good and interesting info.
this year hsc result published by 17 july 2019. click the hsc result 2019 and seen your result….
July 16th, 2019 at 7:56 am
brain injury lawyer
hernia mesh laywer toronto
Insurance laywer toronto
<mississauga car accident lawyer
July 26th, 2019 at 12:10 pm
I really appreciate your article. Keep blogging and Thanks a lot for sharing. it is very informative and helpful for everyone. thanks again.
bangla sad sms wishes
bangla birthday sms wishes
bangla sad sms shayari