Copywriters just write copy, right?
WRONG.
🧵 Here's a peek behind the curtain:
WRONG.
🧵 Here's a peek behind the curtain:
Few job titles have as much depth as copywriter.
Yes, we write copy for advertising purposes, but the job is seldom that simple. Particularly in ad agencies.
Yes, we write copy for advertising purposes, but the job is seldom that simple. Particularly in ad agencies.
From trivial chores like proofreading a print ad to more elaborate ones like casting talent, copywriting is about much more than persuasion through words.
Here are 3 of the big ones:
Here are 3 of the big ones:
1/ Delivering big ideas
Big advertising campaigns are built upon creative concepts.
Big advertising campaigns are built upon creative concepts.
Everything comes from the concept. The TV commercials, the billboards on the freeway, the pesky ad in your Instagram feed... it all stems from one big idea.
As a copywriter, you're expected to team up with an art director and bang out concepts you can sell to the client.
As a copywriter, you're expected to team up with an art director and bang out concepts you can sell to the client.
At this point in the game, it's about thinking and creating in a more abstract form.
When it works, it's the best day of your life.
When it doesn't, it's beyond frustrating.
When it works, it's the best day of your life.
When it doesn't, it's beyond frustrating.
2/ Being a producer
So, you wrote a lovely radio ad with a joke thrown in and you got a laugh at the presentation.
Ah, that's priceless.
So, you wrote a lovely radio ad with a joke thrown in and you got a laugh at the presentation.
Ah, that's priceless.
Now it's time to actually produce the piece.
When the announcer goes into the booth, you need to sit in the studio and give direction, offer feedback, and essentially produce the session to get the desired result.
When the announcer goes into the booth, you need to sit in the studio and give direction, offer feedback, and essentially produce the session to get the desired result.
If you have a photoshoot, you might need to direct the talent.
All this doesn't fall entirely on the copywriter's shoulders, but he or she is an integral part of the team that sees the project through to the end.
All this doesn't fall entirely on the copywriter's shoulders, but he or she is an integral part of the team that sees the project through to the end.
3/ Bringing all the skills you have
During my agency years, I lent my voice to radio ads, wrote and performed jingles, and even sang over stock music.
No one asked me to do these things — I volunteered.
During my agency years, I lent my voice to radio ads, wrote and performed jingles, and even sang over stock music.
No one asked me to do these things — I volunteered.
And that's because as a creative, you must strive to be more than your title.
Going that extra mile will lead to success.
Before I became jaded and headed for the door, I tasted sweet victory on countless occasions.
When I look back now, that's all I think about.
Going that extra mile will lead to success.
Before I became jaded and headed for the door, I tasted sweet victory on countless occasions.
When I look back now, that's all I think about.
Roll credits! 🎬
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@NoelDavila
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For weekly threads, follow me-->
@NoelDavila
I tweet about copywriting, content, creativity, etc.
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