The Story of Exploding Abundance for Online Copywriters
Back when I started out as a copywriter — over 35 years ago now — it was very easy to define the work we did.
We wrote advertising copy for TV, radio, print, direct mail, or display. Clear and simple. The range of opportunities was pretty narrow.
In the online world, things are a little different. Actually, they are a lot different.
First of all, there is a much, much bigger range of writing types and opportunities available to copywriters.
Let’s do a rough comparison.
Like I said, in the offline world, we wrote for TV, radio, print, direct mail, or display. That was pretty much it. You chose your specialty, and stuck with it.
Online, the choices are a whole lot broader.
Here are just a few of the things you can work on as an online copywriter:
- Online sales letters
- Social media updates
- Blog posts
- Video scripts
- Case studies
- Product reviews
- Buyers’ Guides
- Entire websites
- Landing pages
- Squeeze pages
- Interview scripts
And when it comes to abundance for copywriters, this is just the beginning.
The demand for online copy is mind-boggling.
Before the Web, only a small proportion of companies could afford to do national advertising on TV and through newspapers and magazines.
Today, tens of millions of companies ALL have websites.
Before the Web, only a few direct-mail companies sent sales letters by mail.
Today, tens of millions of companies sell and inform through email and e-newsletters.
Before the Web, only a tiny number of companies had the resources to use film or video as a way to promote themselves.
Today, millions of companies upload videos to their YouTube channels.
You get the idea?
Not only do online copywriters get to choose from a far wider range of writing tasks or specialties, but they are also tasked with writing a massively increased VOLUME of work.
Millions of new pages of copywriting are published to the Web every single day.
But wait, there’s more!
Back in the days of print, I remember writing a brochure for a new car model from Chrysler.
It took months to produce it. And once the brochure was printed, it sat on tables in car dealerships for many months more. It lay there, static and unchanging, for a full year before the next year’s model came out.
Now consider the Web, where information is changed and updated on a regular basis. Go back to your favorite website a week from now — even a day from now — and the home page will have changed.
New posts will have been added.
New videos uploaded.
And so on.
The thing about the Web and websites is that constant change is expected and normal.
This multiplies the demands on companies and hugely increases the amount of work for online copywriters.
Is the demand for online copywriters really still growing?
Sometimes people tell me the opportunity for online copywriters is “over.” They tell me there are already too many online copywriters out there.
To that, I have two answers.
First … it’s not the case at all. Even with many more copywriters out there, the growth of the Web and mobile is happening at such a rapid pace, we are still a LONG way from anything even approaching a saturation point.
Second … while there may be thousands of new copywriters out there vying for work, the number of good and professionally-trained new copywriters is very small.
The opportunity for trained online copywriters is still huge, and will be for the foreseeable future.
I started copywriting as a freelancer about 30 years ago — after 5 years of working in ad agencies — and the work environment back then was very, very different.
For a start, I had to choose just one specialty. Mine was direct mail.
And then I had to work really hard to find my first few jobs, because the total number of companies doing direct mail was relatively small. It was a small club you had to break into.
Well, today is a time of astonishing abundance.
As an online copywriter, you will be spoiled for choice.
You’ll have a much, much broader range of writing specialties to choose from.
And you’ll have literally tens of millions of companies out there to choose from as potential clients.
This is amazing time to become an online copywriter.
Don’t let anyone tell you differently!
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