Creative Copywriters arrange captivating words and prose to convey ideas or concepts they develop. Their goal is to compel, convince, and convert their readers by creating substantial content in a succinct and persuasive manner to attract their attention and gain their empathy
The field of action of these professionals encompasses an interesting spectrum of options; their creations go from the composition of catch phrases to the body copy of advertisements, and from brochures and slogans to direct mail offers. Copywriters are mainly hired by advertising agencies, where they work with Creative Directors in the execution of marketing and advertising campaigns.
Creative Copywriters are constantly developing new ideas and are expected to provide a new perception of things. These practitioners’ objective is to create under the premise of urging their audience to take a specific action which, in the case of advertising, is oriented to buy or consume. In this regard, this position may be stressful and highly pressurized, however, it is distinguished for being exciting and rewarding.
Here’s a non-exhaustive list of common tasks Copywriters are required to complete.
- Conceiving, developing, and producing effective advertising campaigns:
- Interacting with clients and interpreting their briefs;
- developing a thorough understanding of the products and services to be promoted in order to determine the feature(s) to highlight
- being part of brainstorming sessions and leading the inspirational process;
- researching and monitoring marketing actions held by competitors in order to analyze their impact;
- studying and analyzing the particularities of the target audience;
- observing and analyzing current industry trends, as well as campaigns executed by competitors;
- selecting the most suitable formats per project (e.g. blog posts, case studies, website copy, industry reports, emails, and social media posts);
- working with a client to produce advertising themes, jingles, and slogans;
- presenting proposals to colleagues and clients; and
- ensuring deadlines are met.
- Ensuring the quality of the advertising material created:
- Proofreading every piece to guarantee it’s error-free;
- modifying and editing the material according to client feedback; and
- submitting every piece to Creative Directors and Marketing Managers to obtain their feedback and approval.
- Overseeing campaigns through the production stage to completion:
- Reviewing each project to guarantee it complies with the product’s information before submitting it to the Marketing and Creative Managers; and
- ensuring that the copies produced are in line with the marketing strategies set by the Marketing and Advertising departments, as well as with other predefined parameters of each client.
- Developing material in line with the established budget:
- Presenting detailed projections of the financial resources required to execute each project.
- Meeting with clients to understand their vision of the product, service, or brand.
- Researching the industry’s trends, competitors, and target audience.
- Teaming up with the Creative Directors and Marketing Managers to design creative strategies.
- Editing and proofreading the content created.
The average Copywriter salary is $43,794 per year or $22 per hour. This is around 1.3 times more than the Median wage of the country. Entry level positions start at $31,000 while most experienced workers make up to $61,000. These results are based on 26 salaries extracted from job descriptions.
- Outstanding creativity, insight, and a positive, go-to attitude:
- Being able to anticipate and adapt to customers’ needs in a proactive and strategic manner; and
- being a creative thinker and having an innovative vision in order to produce new and original ideas that fit in the current market.
- Impeccable interpersonal and communication skills:
- Communicating clearly, especially in writing, in order to convey innovative ideas and to build interest toward their clients; and
- being customer-oriented and a demonstrated team player.
- Great attention to detail and high levels of thoroughness:
- Having outstanding writing and proofreading skills so as to accurately and efficiently review creative documents.
- Strong organizational and time management skills:
- Having strong multitasking skills; being able to work independently and as part of a team in a dynamic, fast-paced environment;
- being organized enough to run several campaigns at the same time; and
- being versatile, flexible, and willing to work within constantly changing priorities.
- Resourceful and energetic with a strong desire to take initiative.
- Analytical and problem-solving skills:
- Effectively reading and interpreting information; and
- identifying issues and resolving problems in a timely manner using creativity and good judgment.
- Computer skills:
- Being proficient in Microsoft Office Suite, word processing programs, and editing tools.
Aside from the aforementioned skills, Creative Copywriters also need to acquire an extensive knowledge of stylebooks and other reference materials. They usually do so by completing a bachelor’s degree in Journalism, English Literature, Modern Languages, Marketing, Advertising, or Media Studies. Copywriters are also required to have a minimum of 2 years of experience in a related field; hence, having a prior background in Marketing, Advertising, or Sales is a definite asset. Moreover, Creative Copywriters rely greatly on their portfolio to showcase their creative skills and stand out from the rest of the competition.
Depending on the company they work for, Copywriters might also set up castings and select Actors rather than solely focus on creating written content. In those cases, Creative Copywriters will spend a greater amount of time attending TV shoots, radio recordings, and castings, or visiting clients.