My Thoughts as a Copywriter
Solomon Raju is a long-time reader of this blog. He has a deep passion for words and recently he has decided to go full time into professional copy-writing. In the past few months, he has gone through many ups and downs and he is sharing his thoughts here with us as my guest writer.
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How well known must a copywriter be to make clients consider you?
This thought strikes me often. I guess every copywriter who wants to be on his own- instead of working in an agency will at sometime or other have such thoughts. Those lucky enough to have worked on big ticket accounts in an agency, may have an advantage; but without the glitter of the large agency, he or she can also lose the advantage. Given the clients’ propensity to be overwhelmed by the size or reputation of the agency (real or perceived), it’s always a question of having some well-heeled and glib-talking or suit clad marketing professionals to win you the big accounts. But if you take some time to analyze what is said, you’ll know if the person is worth his salt:
The work speaks if you’ve the heart to listen.
The experience of any copywriter can be seen through the copy. It’s through the headlines that one can make out the experience and the mettle of the copywriter.
In an ad, the headline often makes you think about something other than the company or product, which is being talked about. It makes you a little curious to know what it is that the ad is about. You’re naturally drawn (with a sense of curiosity) to the body copy to know how the headline (which should be rather unexpected) connects to the product.
The body copy surprises you with some unknown facts (which are generally not known) about the product or the company – for example some real-life anecdotes about the way the product is made. These facts (often emotional) throw some light on the processes/passions involved, and can generate interest and passion for the company or the product.
This then creates a strong bond with us – readers/customers, and makes us feel privileged, to use it or get to know it. Of course, the entire campaign/communications should hinge on a single idea which should be the USP of the product or the company.
It’s a challenge to spot the talent and to groom it. Great people do it with aplomb. They’re called visionaries and legends. Clients need to watch out before investing precious resources in building a brand, and not be overwhelmed by the sheer size or muscle of any ad agency. Often a lean, mean agency or even a lone talent can work wonders for you (without burning a big hole in your pocket!).
The series of Great Ads featured in this blog were all crafted with a great sense of understanding and knowledge by the creative people involved. Vivienne Quek features these ads in her blog here and bring these gems to us. It’s not a small effort either. Kudos to her!!!
Check out related posts on the Importance of Copy:
How to Write Headlines That Sell
How to Select and Brief a Copywriter?
Sales Copy That Is Too Good To Be True
Features Vs Benefits – Do You Know The Difference?
4 Tips to a Great Ad Copy
[tags]copywriting[/tags]
5 Replies to “My Thoughts as a Copywriter”
I agreed with “Often a lean, mean agency or even a lone talent can work wonders for you (without burning a big hole in your pocket!).”
You don’t have to be Dan Kennedy (alleged highest paid copywriter in the world) to have someone wanting to hire you. Let’s be honest, there’s lots of good copywriter but there are not many great ones around. Just prove your salt and people will come to you – attracted by your writing skills, commitment and sincerity. Good Luck.
Thank you for your kind words! I want to hold light to those copywriters (like me) who end up working in small agencies and couldn’t reach the Meccas of advertising (which is quite an uphill task and needs many sacrifices). Small agencies doesn’t boast of good reputed clients to give latitudes to think of new and creative ideas.
As long as the clients are more enterprising and innovative, there are many chances for copywriters (good numbers who work in smaller places) to taste fame and contentment. To my knowledge, small enterprises who advertised seldom wanted to tread the unknown path in advertising; they wanted the same clinched way. Not to attract any unwanted criticism, maybe. We and the clients shouldn’t be wary of change; in fact it’s the only way we make our life interesting. It’s no different to brands either!
Don’t put yourself down. Small agencies and independent creative/copy professionals can have good clients. We may be small in size but big in stature. We are who we made ourselves to be.
Great post! I’m currently moving from offering more emarketing, visual services to becoming a copywriter, and some of the information here will definitely help in my transition. Thanks!