I used to think that being a copywriter was the epitome of success. After all, I studied English with a minor in journalism, and being a copywriter is what I’d always dreamed about doing. I thought it would be a creative outlet, a chance to express myself through words, and a way to help businesses grow.
But, at least for me, that wasn’t the case. Sure, I enjoyed going into a business and helping them grow with my writing, but the work was definitely not creative. It took a lot of time, and often I wasn’t sure if what I was writing was going to be useful at all.
If you’re thinking about a career in copywriting, here’s what you need to know. It’s not as exciting or creative as it seems, and it’s a lot of work. If you’re in it for the money, this isn’t the career for you, as you’ll likely be spending more than you’re earning.
Rewrite Reviewed Products
Mostly, I’d be pitching products that another company had already reviewed. In those cases, I had to make sure that what I had to say was as appealing as what they’d said in the review. For example, let’s say that I’m writing for the top-notch real estate firm RE/MAX, and they’re reviewing the premium real estate search site Red Ventures. In that case, I have to make sure that my pitch for Red Ventures is on point and as appealing as the RE/MAX review of Red Ventures.
If you’re doing your research before approaching a company, be sure to read reviews from other agencies as well. This will help you pinpoint what parts of the pitch you should focus on, as well as give you an idea of the strength of the agency relative to your chosen field.
Product Launches
I’d also be working on product launches for various companies. These are events that a business decides to launch a new product or service for. Each product launch is unique, so I usually have to figure out a campaign that would work well for that product. For example, if the product is a fashion accessory, I might need to work on a fashion-related product launch. Or, if it’s financial software, I’d have to come up with a financial perk related to that product.
Since launches are such a unique part of copywriting, much of what you learn as a copywriter will directly translate to other areas of marketing. But, you’ll also need to be sure that what you’ve learned about product launches is applicable to the current state of affairs within the industry.
Client Services
Along with product launches, I’d also be working on client services – responding to emails, handling phone calls, etc. Essentially, any type of customer service that involves interacting with another human being. This is one area that seems to be gaining a lot in demand, as customers are more likely to interact with businesses via email and phones rather than visiting their websites or dropping by in person.
Unlike with product launches, your job as a client services rep is not as strategic. You’ll simply be following established procedures, taking notes, and ensuring that the client is satisfied with the results.
Research
Another crucial part of being a copywriter is research. You’ll need to become an expert in your chosen field, which in my case was commercial real estate. This meant that I had to perform a ton of research, via books, blogs, and websites.
Depending on your experience, this part of the job can either be fun or totally mind-numbing. For those who love doing research, this could be a good career choice as you’ll have access to a wealth of knowledge.
If you think that you’re not a good researcher, or if you just want to get your feet wet, this might not be the career for you. You’ll have to learn to love wandering around Wikipedia Land, looking for information.
Marketing
I’ve been working in marketing for the last year, and I can tell you that being a copywriter is pretty involved with marketing. I do a bit of everything from writing press releases to designing advertisements. You’ll be working on various projects for various companies, and often you won’t have a clear idea of what the end product is. But, that’s half the fun isn’t it? You’ll be constantly learning, and doing everything from designing websites to setting up email campaigns.
As a copywriter, you’ll need to be able to think creatively but also be able to work within certain parameters. You won’t be able to do this if you’re not comfortable with ambiguity. So, if you love brainstorming ideas, this could be a great career choice for you.
If you don’t see yourself as a creative person, or if you’re looking for a steady job, this isn’t the career for you. Ambiguity will be the order of the day, as you’ll be working with companies that have no idea what they want and need. There will certainly be times when you’re stumped, but at least you’ll know that you gave it your best shot.
In general, this profession is pretty unappreciated, as there aren’t really that many creative outlets for writers. But, if you think that you can shine and use your talents to benefit others, then this might be the job for you.
Being a copywriter is a lot of work, as you’ll be in tight competition with other agencies, writing commercial real estate product launches and responding to emails. But, if you think that you can make a positive difference in people’s lives, then this might be a worthwhile career choice. Good luck out there.