Copywriter
Copywriters interpret how a potential market will react to an advertising proposal, and write material to advertise products or services.
Copywriters may perform the following tasks:
- study products or services to decide the main selling features
- assist art directors to create ideas for advertising and promotion, often thinking up names for products and slogans that appear on packaging and other promotional material
- plan and write promotional material that will appeal to the people most likely to buy the product, and submit copy for approval
- write advertisements for newspapers, magazines, radio, television, cinema screens, billboards, catalogues, displays, websites, blogs and social media
- write brochures, annual reports, documents, speeches and other sales and promotional material
- discuss theme, style and length of copy with advertisers or management to determine the most suitable approach.
Specialisations:
Copywriters may specialise as continuity writers who write scripts for announcers to provide continuity for radio and television broadcasts (see the entry for Writer).
With experience and sometimes further training, copywriters may become creative directors in advertising agencies, where they supervise the work of staff in the design area, or advertising managers in retail or manufacturing firms.
Personal Requirements:
- an observant and inquisitive approach to people, their environment and what motivates them
- creativity and originality
- able to analyse a situation quickly
- able to pick out relevant facts and emphasise them
- able to write clearly
- good concentration
- technical ability when writing for all forms of media
- able to work under pressure.
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