A copywriter creates effective advertising and promotional messages, working in a team to develop materials that sell a product or idea. They need to have a strong command of language and industry terminology, as well as attention to detail and sensitivity to cultural trends. A college degree is not necessary, but experience is key for most positions. Copywriters can work for advertising agencies, specific companies, or as freelancers, and may transition into other writing-related careers.
A copywriter is the person who provides the ideas and words (or “copy”) that convey an advertising or promotional message clearly and effectively. Traditionally, a copywriter’s job was to create copy for advertisements, promotional brochures, and other public relations communications. As digital media has expanded, copywriters may also focus on writing copy that promotes a product or website in general. Some web writers who produce more general copy that isn’t ultimately promotional, however, may be called content writers.
Nature of work
Copywriters usually work as part of a team to develop promotional materials designed to sell a product, service, person, or idea. It helps to be proficient with the language and be very familiar with the industry of the product they are promoting; someone working for a confectionary company, for example, should know the terminology and be familiar with the products made by the company’s competitors. Knowledge of existing advertising campaigns, including historical campaigns produced by an employer, is also helpful, as it can help a copywriter set a new tone or direction while avoiding past mistakes.
During a typical project, the copywriter works closely with the client and other members of the creative team to generate ideas. An art director oversees the process and directs the visual side of the campaign. From those brainstorming sessions comes a working script that will set the tone for the other elements that will set the tone for other modes of information that can be used alongside the copy, including video, music, storytelling, and acting. Considerations the creative team should keep in mind include the company’s reputation and mission, the nature of the product, and the type of message the company wants to send in its advertising. A shoe company, for example, might want a whimsical, humorous ad, while a cancer treatment center might want a more serious copy.
Choosing the Right Word Right
Careful choice of words is important in this field, as is attention to detail. Copywriters should have a large vocabulary that allows them to precisely choose the words they want, whether they are writing copy for a merchandising card that will be used in stores or producing a summary in an annual report. Selecting the right phrase for a slogan can take days or even weeks in some cases. Copywriters should remain sensitive to social and cultural trends to avoid offending or confusing readers with wrong phrases.
Copywriters can develop catchy slogans, copy for billboards and advertisements, and detailed scripts for radio and television appearances. Some may write press releases, annual reports and other briefing papers. This may involve working with people like accountants and analysts to turn dry statistics into interesting and informative reading material for shareholders and members of the public.
Work under pressure
Many times, a copywriter works within tight spaces or time constraints, so some degree of creativity and the ability to think under pressure is a helpful trait. Clients can also be very demanding and expect constant communication on the progress of a project. Good verbal communication is beneficial for copywriters and their teams so they can work smoothly and efficiently, both together and with clients.
Education and Experience Requirements
A good copywriter usually has a strong background in English and/or journalism. High school students with an interest in this field might consider working for the school newspaper and taking writing classes. In college, majors like journalism, advertising, or English are all good choices for career development. To gain more experience, students may want to work at a college newspaper or magazine and do internships at advertising firms and other companies that use copywriters.
A college degree isn’t necessary to become a copywriter, but it can be helpful. Entry-level positions may pay slightly more for applicants with college degrees due to their higher skill level, and college may provide an opportunity to gain experience and network, which can be helpful later in the career of a copywriter. Experience is key for most positions; many high-paying jobs require at least three to five years of experience at a large copywriting firm. Knowledge of digital media can also be a useful skill to cultivate for individuals interested in pursuing a career in this industry.
Career prospects
Advertising agency positions can offer ongoing pay and mentoring, along with opportunities for progression over time. A copywriter working for a high-end professional advertising agency can do quite well financially, particularly in a leading role. Copywriters may also work in the advertising department of a specific company, managing particular product lines or brands. Others work as freelancers and independent contractors who provide services when needed, who can offer flexibility in terms of hours and pay.
Career development doesn’t have to stop with becoming a copywriter. Many people who hone their writing skills as copywriters transition into journalism, book writing, editing, and other jobs. Some famous writers including Salman Rushdie, Dorothy Sayers and Don DeLillo started writing lyrics.
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