Confessions of a copywriter

Guest post #2 for “Adholics” partner Josh Anderson, I got a real kick out of this article, hope you enjoy.

Confessions of a copywriter

By Josh Anderson

Copywriter, The Adholics

The first time I told a friend I was a copywriter he said, “So you deal with trademarks?” Well no, not exactly.

When I called up my dad to tell him the first web site I wrote was published he said, “So you developed it?” Well no, not exactly.

Last time I told a peer that I was working in the marketing communications department at a leading financial services company he said, “So you sell insurance?” Definitely not.

Seems there’s some confusion as to what exactly a copywriter does. Hopefully by dispelling some misconceptions I can help clear things up. More importantly, I hope to illustrate the important role copywriters can play in the success of your company.

Truth #1: Copywriters write catchy slogans, and other important details

If you’re not an advertising insider or someone who TiVO’s “Mad Men”, I can understand how easy it is to limit copywriters to the slogans you read or jingles you hear. But we do more than that. Copywriters are responsible for writing copy.

And what is “copy”? Well, you’re reading some now.

Copy can be a blog entry, tweet or Facebook update, the words in a print ad, the script for a TV or radio commercial, the content of a web site. And yes, copywriters come up with slogans, jingles, taglines and program and product names, though these are usually part of a larger campaign.

Perhaps a better explanation is that copywriters are responsible for building a brand persona. Our copy helps give companies a distinctive voice in the marketplace. And with well-written, strategic copy, companies can more effectively talk to their target markets. Good copywriters can actually help move the sales needle.

Truth #2: Copywriters are professionals, ripped jeans and all

If everyone could write copy, then I would’ve stuck with my original plan to major in English and sling coffee at an Uptown cafe. And this would’ve been the shortest blog post on the internet.

Fortunately that’s not the case (though you may be wishing this post had ended about three sentences ago). Copywriters are professionals despite our appearance, and we take our craft seriously. We’re always fine-tuning our skills, looking for new ways to execute communications in a fresh, engaging way. And we’re constantly adapting in order to take advantage of new media – see my post on writing for social media (link).

Every company believes they have an employee who writes well enough for their needs. Chances are this person may have every relevant rule of English memorized. But it’s copywriters who know when, why and how to break those rules. And when it comes to communicating in today’s saturated mass media, doing what’s unexpected helps companies cut through the clutter and reach their target audience.

Truth #3: Copywriters work with your company, from the outside

By definition, freelance copywriters are not one of you. And that’s not necessarily a bad thing. Here’s why:

Fresh perspective – Copywriters have the luxury of looking at your business without bias. We can easily identify what you’re good at and we may even identify strengths that companies don’t see themselves.

No boundaries – Copywriters come at your brand from all angles. We look at what’s been done before and find ways to do it differently, or better, or both. We aren’t bound by your company’s history, inner workings or past performance.

Always hungry – Copywriters are eager to solve a marketing challenge. Sagging sales, how about mailing a killer direct response campaign? Your company’s suffering from a lack of awareness, how about running an unforgettable print ad campaign? We’re always searching for the next opportunity to churn out great copy. And not necessarily for the awards. Copywriters want to be part of something that has “legs,” an effective, memorable campaign that runs for a long time. And we want to be the person your company turns to every time you have a writing need.

Copywriters are also good editors, though not necessarily when it comes to our own blog posts. But hopefully this long-winded explanation helps clarify exactly what a copywriter does. If not, contact The Adholics to find out what a copywriter can do for you. I sure hope my dad is reading this.
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