What does a copywriter do?

Hi,

I am an english major but I am not sure what a copywriter does exactly. I recently read a job description for copywriting. It stated that a canidate needed to be well versed in writing both short and long form copy. I do not have the appropriate idea of the job function. Can some one please elaborate as to what a copywriter does exactly please?

You write advertising copy. Pick up a magazine and look at the full page ads. Those are written by copywriters. So are brochures.

A copywriter is somebody who writes advertising - which is
defined as "salesmanship in print.

Copywriting is the craft of writing persuasive ads and
letters which get people to part with their money.

Its a deep skill. There is virtually no ceiling to how
much moeny you can make from writing copy and understanding
direct reponse marketing

Copywriting is a lot of different things. Mainly, we write advertisements. It is not a profession that you would traditionally learn in college and being an English major would have no bearing on your writing. In fact, we tend to forget most of the things we learned about writing in school. If the English professors were any good at writing, they would be doing, instead of teaching! Check out the courses at AWAI, if you want to get started. You can get the basics there and graduate to the masters program or one of the sub-programs, like web copy, catalog copy, resumes, travel writing, etc. You can also visit my website for some examples. Good Luck.

Dr. Charles Baldwin
www.irishcopywriters.com

Newkid in Worcester, Massachusetts said: Hi,

I am an english major but I am not sure what a copywriter does exactly. I recently read a job description for copywriting. It stated that a canidate needed to be well versed in writing both short and long form copy. I do not have the appropriate idea of the job function. Can some one please elaborate as to what a copywriter does exactly please?

I a copywriter. Today the operative title is creative content provider. I package ideas into powerful messages by stringing the right words (and images) into the right form and length to capture attention and motive minds.

This capability has many applications. I typically write:
• Web Content
• News Releases
• Articles
• Advertising Copy
• Brochures (collateral material, used in Direct Mail, Point of Sale, etc.)
• Titles
• Slogans
• Speeches
• Marketing/Sales Letters
• Business and Marketing Plans
• Scripts (for radio and tv ads, and advertorials, screen plays etc.)
• Fax, Email, Voicemail and Flyer messages
• Training Manuals
• Other Stuff as Needed

I also provide creative ideas or concepts, or can take an idea and give it substance, direction and content. I have excellent business development and public relations skills. I have University of Missouri Journalism credentials, media, corporate and agency experience.

Today the operative title is creative content provider. I package ideas into powerful messages by stringing the right words (and images) into the right form and length to capture attention and motive minds.

This capability has many applications. I typically write:
• Web Content
• News Releases
• Articles
• Advertising Copy
• Brochures (collateral material, used in Direct Mail, Point of Sale, etc.)
• Titles
• Slogans
• Speeches
• Marketing/Sales Letters
• Business and Marketing Plans
• Scripts (for radio and tv ads, and advertorials, screen plays etc.)
• • Fax, Email, Voicem

Kely, I was browsing online and stumbled on your post. You are very articulate and I was wondering if you could tell me what college curriculum you took to get where you are today? I'm a high school junior who is good at school; specifically writing, speech, and music. College can be a pricey experience and I want to make the best choice. Thanks!

I attended University of Missouri --received a BA and MA Journalism. When I was a HS junior, I knew I was good at same things you mentioned. THE QUESTION I DIDN'T ASK MYSELF IS WHAT DO YOU WANT TO DO WITH THE REST OF YOUR LIFE? Tell me more about that and I can give you a better answer.

Thanks for the quick reply! I knew you went to a great school!
I've won a couple of state (Iowa) writing contests and have been encouraged by all of my teachers. I've also placed many times at the state speech contests with speeches that I've written. My mom says that research librarian, English teacher, or music teacher could be a good path. My older sister says PR is a good choice too.
Honestly, I don't know what I want to do the rest of my life! I know I can't live on the farm
with my parents! I'm not afraid to strike out, but making a living writing could be difficult...
Because of the changes in delivery of news and the shocking decline of newspapers, what will happen to the major of journalism?

Mostly JOURNALISM grads found jobs outside of journalism. (this was true then, only nobody told me that, and now--so I'm telling you) Some never found jobs in journalism--and sold cars, went into real estate, or got another degree that had more market value.

I had to smile at your posting. I actually interned one summer with the Missouri State Library Association. In retrospect, I should have pursued that opportunity and put my talent at writing to my own personal pleasure. If you enjoy it, do it. The words always flow more easily when not forced. READ THE BIOGRAPHIES OF JACK LONDON, MARK TWAIN, IAN FLEMING...

Like you, I too wanted of the farm. I caught the eye from the local newspaper when I sent a letter that had no typos. I worked for the country weekly my JR and SR years in high school (I swept floors, sold ads, set type, wrote a little, learned a lot) and that experience along with my grade point, got me scholarships to MIZZOU.

Public relations is a death trap. Those jobs are the first to disappear in a recession, along with jobs in human resources. There is always high turnover in agency jobs. Nobody brags about the decline in newspapers. THE DENVER POST is just the most recent to fall. I can remembe when St, Louis, Philadelphia, Houston, had more than one daily paper. A few if they have the looks, the smarts, the talent, the perseverence AND THE CONNECTIONS can earn fabulous high profile careers. Mostly, we find other ways to earn a living.

What the school from which you graduate can do for you at best, is open doors at the entry level. The competition is fierce, was then, is now. My most successful contemporary LILLIAN WILSON BLACK is now asst. dean of Journalism at the University of Missouri.

If I were you, I would send her a letter and get her perspective. Tell her KELLY OBRIEN WRAY sends her regards, and Tom Duffy is smiling. (she will know exactly what that means)

Wow! You are so kind! I work 13 hour days during the summer at the local pool. (Not in my school district, my school is in the middle of a corn field and I drive 15 miles to get there.) I was planning on working at the library in that town during my senior year when they need me. Because of your encouragement I will also offer to work for free at the newspaper in the same town that has the pool and library. I'm going to make my college visits and try to figure this all out this summer. My mom is a high school teacher and is gung-ho about what a college education can do for a person. My older sister is about to finish her B.A. in General Science/PR and just got into the Nuc Med/CT Scan program at the U of Iowa. I'm seriously considering the U of I because they offer the Library Science degree, and in-state tuition is cheaper than Missouri and is about an hour from my parent's farm.

You're right about the PR choice. My sister is using the PR to augment her career path working within a medical career, and probably will not work specifically in PR. I will research the library science path and let you know what I find out. Thanks again for your kind words. I'll let you know what I discover. I've applied for a couple of Iowa/local scholarships based on essays and videos. I'll let you know what happens with those.

P.S. When I was in elementary school, I was in "Reading Enhancement" and felt pretty dumb. My mom never gave up on me and got me Harry Potter on tape. I read every Harry Potter book 5 times with the tapes, and now I'm at the top of my high school class! I love books! I'll get the books you recommended.

P.P.S. My parents maintain that everything you need to know about the world and how to live in it is contained in the newspaper. Too bad others don't feel that way.

Newkid in Worcester, Massachusetts said: Hi,

I am an english major but I am not sure what a copywriter does exactly. I recently read a job description for copywriting. It stated that a canidate needed to be well versed in writing both short and long form copy. I do not have the appropriate idea of the job function. Can some one please elaborate as to what a copywriter does exactly please?

A copy writer connects a product with an emotion that will lead to a buying action. It is a completely different style of writing from tech writing, story writing, or journalistic writing.

Short form copy are things like ads, while long form copy are things like direct mail and sales letters.

Here's a hint. If you want to write sales copy, let go of a lot of your preconceived notions on style, grammar, and who your reader is. Its the only style of writing that is at least as much science as it is art.

I have been researching copy writing as a very promising job after college. Im a senior attending SIUC and have a major in cinema minor in marketing.

My specialty is in screenwriting and have written a handful of short stories and working on a feature length film to submit to contests.
Although I wouldn't mind working on an actual set as a crew member, I feel I could be better use writing, even if its not directly related to television/films.

Though I have a minor in marketing I've really got the basics done by attending class alone. I use up my spare time working two part time jobs on campus and involved in major-related clubs/productions.

I guess im wondering at this point whats next. I have made a resume and cover letter and even took a class for it at the college. It gave me info on interviewing tips,email etiquette etc.
It helped, but i fear because I haven't had any real world (paying) experience or internships. Potential employers may look me over and focus on other students who have done more than me.

In this industry, its results that count.

If you want to market yourself as a freelancer, you need experience with writing sales copy AND the conversions that prove you were worth it.

I'd start by taking jobs on spec, or offering to write letters for free as long as you received 10% of sales. After you've made your bones, you can go on to charging fees for the work AND taking commissions.

How exactly does one go about making a deal for 10% of a products sales in exchange for a spec advertisement or sales letter ?

How are you then able to audit their sales records in order to guarantee fair payment ?

Example: a local restaurant ad that increases their sales by 35%

Thank You

I would love to hear the opinions of existing copywriters, tech writers, etc. as to the best type of education or experience (college or ?) to have in order to pursue such a writing career.