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What is Copywriting? |
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Copywriting is the words used in advertisements, TV commercials, and brochures. Whenever a business promotes itself (through a press release, a leaflet or a newsletter), it needs a copywriter. That’s why copywriting is everywhere - on big posters, local newspaper ads, and every clever slogan.
And when you put a postcard in a
newsagent's window, to sell your old hi-fi, you're using copywriting again. Copywriting is probably the most creative and demanding branch of writing. You start with a blank sheet of paper. You may have only a couple of days to meet the client’s deadline. And your work could be read by millions of people. Who needs copywriters? The market is vast. Every business, small and large, has to promote itself. Every company needs leaflets or direct mail letters. And every new product needs a pack that will entice us to buy it. These days all organizations need to communicate. That includes hospitals, local authorities and charities. So the opportunities for the copywriter are infinite. Because organizations constantly alter, their literature and ads need regularly changing, too. That keeps copywriters busy! What copywriting isn't! Copywriting is different from copyright. Copyright is about owning the rights to a book, play or picture. Confusing, huh? Who needs copywriters? When an organisation promotes itself - through a press release, for example, or a newsletter - it needs a copywriter. These days, every kind of organisation needs to communicate with its target market. That's why hospitals, local authorities and charities all use copywriting. So there are big opportunities for the copywriter. For a few people, copywriting is a full-time profession. But many people write copy in the course of their work. For example, a marketing manager may write brochure copy from time to time. To be a good copywriter, what attributes do you need? You should be good with words - able to produce crisp sentences. Contrary to popular opinion, copywriters don't use fancy words: they're more concerned to write clearly and simply. You should be interested in the world of advertising and marketing. You should be responsive, and capable of producing work quickly. And while many copywriters are inclined to be loners, you must get along with others, whether a client or colleagues. Who employs copywriters? There are three ways of working in copywriting: 1. Self-employed freelance copywriter This is how most copywriters work. Freelance copywriters get their work from small advertising agencies, and also direct from clients. Advantages: You're your own boss. There's no limit on how much you can earn. You can even build up your own ad agency if you want. You can fit your work around your other commitments, and you can work from home. Disadvantages: Your income is unreliable. If a major client stops using you, your income will fall. How to get in: Decide what kind of firms might need a freelance copywriter, and promote yourself to them. 2. Employee in an agency Several kinds of agency employ full-time copywriters. They include advertising agencies, direct mail consultancies, and sales promotion consultants. Advantages: It's a lively and even glamorous atmosphere, and you may get to work on big accounts. The work will be varied. You're likely to work with an art director (a graphic designer) to produce interesting work. Disadvantages: Copywriters suffer the same problems as other employees: job insecurity, lack of recognition, cheap coffee, and the problems of commuting. How to get in: Read the job ads in Campaign, Marketing and Marketing Week (or Adweek in the US). You'll find it much easier to get a job if you already have experience as a copywriter. For some people this is a Catch 22 situation: you can't get a job without experience, and you can't get experience without a job. You could start by working freelance, and build up a portfolio. 3. Employee in a client firm Few firms are big or specialised enough to have their own copywriter. Most firms use an advertising agency to do this for them. But there are exceptions. A major insurance company with a big marketing department may have an in-house copywriter. So do direct mail organisations like Readers Digest, or a catalogue company. Advantages: all the advantages of working for a big firm (more security etc). Disadvantages: The usual disadvantages of working for a large firm (it can be slow and bureaucratic). You write only about your employer's product or service. You might spend every day writing about 'charming china figures depicting farming bygones'. That way lies madness. How to get in: Not many vacancies vacancies exist. They're likely to be advertised in the job ads found in Campaign, Marketing and Marketing Week. Or Adweek in the USA. Look also in the Guardian's job ads. But copywriting is a useful skill for many client-side marketing jobs. As we said, many marketing people need to write marketing copy from time to time. How much do copywriters' earn? There's a big variation. You could end up as chief executive of a major advertising agency, earning £80,000 (much more if it's your own agency). A copywriter in a London agency can earn £35,000. In a client company or regional ad agency you can earn £14,000 to £25,000. Check out the job ads in the marketing trade press. What qualifications do you need? You don't need qualifications to work in copywriting: what counts is your writing skills. However, if you're seeking employment in a larger firm, a degree (any degree) can help. If you have little or no experience in copywriting, consider taking a course in the subject. Distance learning courses are run by the Institute of Copywriting and The National Extension College. The Institute of Copywriting provides a Diploma, which is useful if you want to demonstrate your competency in copywriting. You can get the Diploma by successfully completing the Institute's course.
National Extension College
The Institute of Copywriting
Books to read It's useful to read what others say about copywriting. Have a look in your local library for books on the subject. Some good books to buy are:
Note: copywriting books go out of
print quickly, but you may find a similar title. Try your hand If you're interested in becoming a copywriter, try the exercises, by clicking here.
And good luck in your quest! |
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