Carson of Content Done Better Goes Legit: Expect More of Same in the Future
By Tom Chandler on Apr 5, 2007 in Copywriting
Carson of Content Done Better took a regular gig. You can read his post here:
Several weeks ago, I was approached about an employment opportunity. I sort of laughed it off, assuming the offering party wasn’t completely serious and/or had no idea of just how crazy my demands would be.
This morning, we actually sat down and talked about it in detail. Surprisingly, the numbers made sense, the circumstances and requirements of the position are inviting, and my other demands weren’t rejected out of hand. We quickly reached an agreement in principle, contingent upon my formal acceptance.
I wish Carson all the best. And I believe we’ll see more good freelancers lured away in the future. Why?
The World Has Tilted On Its Axis
Qualified freelancers have always been “hire bait,” but the need for fulltimers was limited; most businesses simply didn’t have extensive “content” needs.
And if they did, younger, less-experienced (and cheaper) talent was a better target.
Those days are behind us.
Nowadays, it’s not enough to create a few ads, print a brochure, scribble a few press releases and throw together a static Web site — intermittent projects easily handled by freelance talent.
Today’s aggressive business needs more.
They’ll want to engage customers via a blog. Create a steady stream of case studies and white papers. Constantly test new creative approaches to online advertising.
Participate in relevant message boards? Place articles on industry portals?
A big yes to both.
A freelancer’s job? Plenty can handle the work, but not many can handle the workload — and few experienced writers get excited about depending on a single client for a majority of their income.
Instead, I predict a rush on experienced, knowledgeable in-house talent.
Look for higher salaries for copywriters (it’s already happening). And look for e-mails from corporate recruiters (I’ve received several the last two weeks).
And if you consider a fulltime gig, don’t go cheaply.
There aren’t many like you. And you’re going to be very, very busy.
[tags]content done better, copywriter, freelance copywriter, writer[/tags]
Hey Tom;
Thanks for this post.
I think smart writers will stay independent…
IF they are smart marketers.
Why?
There is always more money for a freelance writers.
And things never get boring.
I have been doing this for over a decade and have no plans on turning back.
I hope you do the same.
Mike
Michael A. Stelzner | Apr 5, 2007 | Reply
Carson will surely be missed, but I wish him luck and cheer his success.
You’re right about the copywriting gigs, I see it happening now already. I even entertained an offer myself, but decided against it.
I think there was a time when freelance writers were excited with all of the possibilities the web had to offer, now some seasoned pros are disheartened as the offers get lower and lower and the quality freelance jobs are fewer and father between.
Don’t get me wrong, there’s still plenty of work to go around, but I’m seeing plenty of discouraged writers who are considering jumping the fence.
Deb | Apr 6, 2007 | Reply
this might be a dumb question, but shouldn’t access actually be axis?
or am i just not clever enough for a play on words?
Jason | Apr 6, 2007 | Reply
Michael: I’m not planning to throw my hat over the fence, but any business wishing to fully leverage online and offline media channels needs more “content” than at any time in the past.
A few companies are apparently starting to realize it.
I’d have to fundamentally change the way I do business to help even a fraction of my clients at that level. For a business, there’s a significant “continuity of messaging” question to be answered when using multiple freelancers.
Deb: You’re certainly right; there’s been an explosion in “online” writing work, but the prices being paid are abysmal. Even magazine work pays better than a lot of today’s commercial work, which is fairly depressing.
This is primarily a problem for newer, less-established writers, but it’s never nice to see your own profession slaving away for pennies…
Jason: Yes, it was a rather brilliant play on words — right up to the point where I edited out the “a company employing a freelance writer can’t enjoy the kind of direct access to their brain that’s truly required…” and left the subhead intact.
My bad. Your good catch.
Tom Chandler | Apr 6, 2007 | Reply
Neat post, Tom. I agree with you 110% in terms of copywriting, too.
My hopefully greener pasture involves some elements of what I’ve been doing with CDB, but it really is something of a departure from the writing life.
I wouldn’t have turned in my self-employment card to go write for Company X.
Carson
Carson | Apr 6, 2007 | Reply
The whole thing is clearly a late April Fools joke.
On the off chance it isn’t, good luck! There is something to be said for leaving the job behind at 5:00…
Tom Chandler | Apr 6, 2007 | Reply
I celebrate 20 years solo this month and there are those days that if the right offer came along, I’d chuck it for a steady paycheck and company-paid long-term care benefits :=)
I’ve definitely seen a downward push on marcomm writer fees in the last 2 decades. Making the case for our specialized talents seems to get harder all the time. (Long ago, an ex-client remarked, “Roberta, it’s just words!” incredulous at my even then relatively modest fees.)
Hmmm …
Roberta Rosenberg, The Copywriting Maven | Apr 6, 2007 | Reply
Roberta - I have been a freelancer for 11 or 12 years and still love it very much. I think the trick is to specialize (like I do in white papers). - Mike
Michael A. Stelzner | Apr 6, 2007 | Reply
Talk to me at 20, Mike :=) Seriously, though, you’re right. Specializing is key. Mine remains direct response, but then the client says, “Roberta, can you …?” And, of course, I can. And I do.
Roberta Rosenberg, The Copywriting Maven | Apr 6, 2007 | Reply
Micheal: I’m curious. When someone asks you how long you’ve been married, do you say “11 or 12 years…” 8-)
I like the freedom of freelancing too, but I wouldn’t blame a newer writer for choosing a health plan, matching 401k and a decent paycheck over learning the business at $100 a project…
Tom Chandler | Apr 6, 2007 | Reply
Hey Tom:
This new craze for employment is cutting both ways. Until very recently, I shared a regular gig with another freelance, handling the copy for an expanding marketing agency in London.
Last month they expanded to the point where they decided they needed a full time copywriter. My colleague was interested in a full time job, and I wasn’t. The upshot is that she has taken the position full time, so they have much less work for me to do - at least until they start expanding again.
Like, I guess, everyone on here (nice to meet you all, by the way!) I have a ton of work on, so it’s not really a big deal. But an interesting illustration of the way a gig can vanish overnight!
Bill Hilton | Apr 9, 2007 | Reply
Bill: Look at the bright side — once your former colleague becomes overwhelmed with administrative duties (one of the banes of corporate life), she’ll hire you to do the actual writing.
Tom Chandler | Apr 9, 2007 | Reply
I hadn’t thought of it like that. Knowing the company, I think she’s more likely to become overwhelmed with making endless cups of tea and ocffee, but I guess the principle’s the same…
Bill Hilton | Apr 9, 2007 | Reply