A year or so back, I got an email from an Atlanta gentleman that has to be a top contender for The Stupidest Question Ever Asked. I realize that’s not very nice, and I know “there’s no such thing as a stupid question” when starting out, but still…. In essence, here’s what he wrote:
“I noticed you’re in Atlanta – I am, too. Congrats on your freelancing success. For someone starting out in the same market as a commercial freelancer, that success is a bit intimidating. (Here it comes). Can I safely assume that you’ve pretty much sewn up the Atlanta market, copywriting-wise?”
(Beat). Rub eyes comically. Re-read. Drop jaw. Guffaw. Shake head. Okay, okay, maybe not the stupidest question ever asked, just one from someone with very little understanding of business in general and our business in particular.
My reply: “Joe, think about this logically. I couldn’t sew up the copywriting market in a city of 100K, let alone one of close to five million. Could one attorney, plumber, accountant, real estate agent, or mechanic sew up the market for their specialty? Rest assured, there’s plenty of copywriting business out there.” I’ve been working in this market for 15 years and consistently run across working, thriving copywriters I’d never heard of before.
Sure, as we all know, this business isn’t a cakewalk. 5K jobs don’t fall out of the sky with minimal effort. Lucrative freelancing requires good writing skills and a grasp of business. That said, his question is similar to those I get asking if this is still a good business to get into – given the economy. Questions like these underestimate how much potential work there is AND how many companies know the value of good copywriting (and they overestimate the number of competent, reliable copywriters out there). They fail to see the reality at work:
Fact #1: Every single business has to create written materials either for marketing, advertising, or internal needs. The bigger the business, the bigger the volume.
Fact #2: There are only two ways to create those materials: do it in-house or hire it out.
Fact #3: As long as that company’s in business, those needs won’t ever disappear (if they want to STAY in business), even in lean times, when arguably, they have to do even more.
Fact #4: While many businesses don’t understand the importance of good marketing materials, those are the ones that fail or struggle eternally. Forget ‘em.
Fact #5: Most successful businesses DO understand the importance of good writing as a key contributor to their growth and success, and many of those companies hire it out – especially smaller companies (which can mean $1-100 million+), for whom it’s not usually cost-effective to have in-house creative staff.
Obviously, our challenge is to find those companies, but know, as sure as the sun rises in the morning, that they’re out there.
Until and unless American business undergoes such a radical shift in modus operandi that all business books and schools have to retool their offerings, those five facts, are in my humble opinion, fairly immutable.
It’s nice to be appreciated. As some of you know – mainly those in the D.C. area – I’ve been invited back for an encore plenary speech at the annual conference of Washington Independent Writers (www.washwriter.org) entitled: THE WRITING LIFE: “Where We Are and Where We Are Going,” on June 14th. Great conference, by the way. This is a serious writing organization and they do a nice job. The venue is beautiful, the program sessions solid and meaty and the offline networking excellent. There’s still room, so check it out. Besides, I’ll be there. 😉
As an editorial aside, I work pretty hard at conferences, believing that, heck, “I’m here, I can’t be anywhere else, so you might as well put me to work.” Besides, it’s fun. Never quite “got” the attitude I’ve seen amongst many conference presenters, especially keynoters. They blow in 45 minutes before their talk, sit with the organizers at the head table, don’t talk to any attendees, do their speech – often rambling and obviously unprepared – collect their fee, then blow out. Nice work if you can get it. But I truly digress…
I was recently brainstorming a few talking points for this year’s talk with the conference organizer, and given the prognosticating theme of the conference, we got on the subject of the future of the commercial writing field. I have thoughts about my little corner of the world, most all of them positive, but I’m no oracle, and I’m one guy.
I want to hear from you, my fellow “in-the-trenchers.” I KNOW you guys are a veritable fount of wisdom (no kidding), so I’m counting on some good stuff to use in my speech (which WILL be attributed to you if I use it…). Thanks for playing! 😉
Where do you see our field going in the coming decades?
Any trends you’re spotting?
Do you think a slipping economy will help or hurt us?
What will be the attributes of those who thrive in our field in the future?