Could you be a copywriter?
Being a copywriter might not be what you think it is…
Have you ever thought “I’m a creative person, I could do a creative job” or “I came up with a great idea for a campaign the other day, maybe I could become a copywriter”? Well… Being a copywriter is not as easy as it seems. Yes, the job consists mainly in writing copy, but that’s not all.
Can you adopt any tone of voice?
You love writing and you’re quite proud of your creations? You’re one of these people who carry a notebook everywhere to write down their thoughts and ideas? Maybe you’ve been writing a diary since middle school or you’re thinking of writing a novel, hoping secretly that your first book would become a bestseller? Unfortunately, being passionate about writing is not enough to become a copywriter. Rule number one of marketing copywriting: it’s not about you, ever. Whether you love puns or you’re an aspiring poet, none of your personal tastes matter.
Each brand has its own tone of voice. As a copywriter, your role is to define it and adopt it. The customer doesn’t care that this email was written by Jane Doe or that the copy of this web page was carefully crafted by John Smith. When you write marketing content, you need to be consistent with the brand’s identity and personality. Copywriters are chameleons who can adapt their style on demand (and still manage not to become schizophrenic).
Can you be creative on demand?
As a copywriter, you have to follow a brief and you produce copy matching all the requirements listed in this brief. We’re not going to lie, even professional copywriters can experience what we call a “creative black-out”, a moment when the creative tap is closed and nothing good comes up. We all have different tips to overcome writer’s block, but one thing is certain: if it lasts for too long, you might simply end up losing your job.
One of the main differences between copywriting and writing for yourself is the fact that marketing teams have deadlines. Whether you’re writing an email, website copy, a tagline for a new ad or even just a blog post, you need to meet the deadlines (and therefore, you need to be able to show off your creativity on demand).
Can you handle (all kinds of) feedback?
Even if you are the lead copywriter on a campaign, responsible for all written content, other people will be involved and they will give you their opinion on what you’ve created. If you’re lucky, you will be given constructive feedback. All the changes you’ll be asked to make will be justified. Unfortunately, feedback can seem a bit harsh sometimes or so vague you won’t know what to do with it. For all the people reading this who might be asked to provide feedback one day, please note that “hmm, I’m not so sure about that. I don’t like it” is not constructive feedback.
In order to craft the perfect content (and to get management’s approval), a copywriter writes, rewrites and rewrites again. This job is definitely not for people with a giant ego or who refuse to question themselves. But at the end of the day, when you managed to find the right way to deliver the message, when you see your words coming to life and the customers responding positively, you just feel pretty proud and happy.
If you think you got what it takes to be a copywriter, and you’d like to work with us, feel free to give us a shout! We’re always looking for new talented collaborators.