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 with ideas for advertising and promotion, often thinking up names for products and the slogans that appear on the packaging and other promotional material
- plan and write headlines and text in such a way as to 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 and displays in shops
- 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 description 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 and their environment
- an insight into human behaviour and what motivates people
- creativity and originality
- able to analyse a situation quickly
- able to pick out relevant facts and to dramatise them
- able to write clearly
- good concentration
- technical ability when writing for theatre, film and television
- able to work under pressure.
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