While there are some hopeful signs that the economy may be improving, we’ve been through several years of cutbacks and slow growth. That worries many copywriters who wonder if they will be able to find enough clients with decent paying projects. (Hey, it concerns me, too!)
Well, I have two suggestions for you.
First, don’t panic.
Take heart in the fact that when marketing departments tighten their belts, they often turn to freelancers to save money. So there may be opportunities to get work that might have otherwise gone to an expensive ad agency or design firm.
Second, focus on those types of projects that thrive in a down economy.
Sure, companies may scale back on some types of marketing projects. But there are many others that companies will continue to move forward on — and, in some cases, actually do more of.
These types of projects are divided into three basic groups …
1. Projects tied closely to generating revenues.
Any type of marketing communication project that companies rely on to generate leads or sales is going to make it into marketing budgets. After all, if a company depends upon email campaigns to make money, they’re not about to scale back. (If they’re smart, that is.)
In addition to email campaigns, revenue-generating projects typically include mail order packages, website “sales” pages, and direct-response advertising.
2. Marketing makeover projects.
In a down economy, companies are interested in ways to improve the marketing communications they’re already using.
For example, I recently got two projects to revise existing landing pages in an effort to improve conversion rates.
Do you have a “copy improvement” service of some kind? A copy makeover, review, or critique? If so, then promote it to your prospects and clients as a cost-effective option for getting better marketing results on a tighter budget.
3. Projects that promote the company.
Good times or bad, companies are always willing to spend the bucks to promote themselves as a company. I recently got a $4,700 project to develop a list of potential names for a new division of one of my corporate clients.
In addition to naming, executive speeches and other forms of high-level corporate communications are relatively recession-proof.
Takeaway point:
Sure, the economy is struggling. And companies are choosy about which marketing communications they’ll produce. But if you focus on pursuing those types of projects that companies are likely to continue to move forward on, you’ll stand a much better chance of weathering the storm.
You might even thrive!
