My 04/08 prediction of copywriters during the downturn...

I agree completely. I think the smart copywriters, who produce results, will raise their prices.

Well...
From where I'm sitting (figuratively) good copywriters are more in demand, as are good content writers, because there are so many refugees from the traditional workplace entering the online marketplace. And many of them need writers to float their offers. I also think it’s going to get harder for marginal writers of all types.

An interesting trend I'm noticing, especially in content (since I do both now, not just sales copy...)

Businesses are more cautious with their money. Sure, there are still thousands of wanna-be business people on eLance, seeking 1000 well research, 1500 word articles on the physics of tree moss in the Amazon for $25. Total.

But for every one of those people, there are real businesses willing to pay up to $1/word, and more, for real feature worthy online content. Because they've learned what those ESL, penny/word writers do for them (which is nothing, except take some of that hard earned cash off their hands...) and that real, experienced, quality writers can create quality content.

Content that is an asset to their business, not a hinderance that can have copyright lawyers all over you and Google slapping you for duplicate, keyword-stuffed content.

And in sales copy, I've seen a RASH of new "copywriters" in the last year. I've seen many come, and many go. Including some who "will write excellent sales copies Sirs, for low price best in Mumbai"... Which is to be expected.

Some products out there say that copywriting is easy money, if you can type. Millions of people are unemployed right now, all with basic computer skills. It's easy for them to confuse "typing" with "creating high quality, responsive sales copy that builds profits for your company and has a positive influence on your bottom line." Especially when some supposed-zillionaire copywriter is telling you that THEY did it, with only basic computer skills.

And I've seen a couple of new COPYWRITERS - people who really have the talent, the skills, and the business sense, to make it long term. And they're succeeding, while the others are slowly fading into obscurity. Some of them have the marketing skills (and low enough prices) to keep praying on new IMers and build something of a career, which is good - someone needs to serve those with low or non-existent budgets.

But the big difference I've seen since this recession is that businesses aren't willing to take risks anymore. Businesses with a real need for sales copy that WORKS, and content that compels readers to come back for more. They're paying top dollar for it, because they know what an asset it is.

And as far as I'm concerned, it's been a positive change.

Results producing copywriters aren't a "cost," and should therefor do well when the wheels come off this "recovery..."

I think it's going to get a lot tougher for your Average Joes though.

Colm

People just starting out are naturally more susceptible to feeling the economy. They're the ones who aren't quite confident enough with their skills to maintain their prices and will drop them or do something completely different (career-wise) as a result of the "bad economy".

The really good copywriters THRIVE when the economy looks like this. They realize that a "bad economy" is relative, and that money doesn't disappear, it simply moves. (I'm seeing Kern's handwritten, "flipping the bird" memo here...)

Smart business owners know better than to cut cost on marketing, and they know that they want the best and to make the investment. The people providing the best ROI aren't going to be negatively affected, they're going to take the economic downturn to the bank, because their demand just skyrocketed.