Any advertising copywriter who wants to become successful should:
- have an eye for detail
- possess exceptionally inventive writing skills
- be a master of spelling, grammar, and punctuation
- be able to produce concise, clear, and winning copy
- be interested in popular culture, trends, and styles
- understand the special ideas and styles that appeal to diverse target markets
- have a knack for finding the kind of message that appeals to the targeted market segment
- have an understanding of what kind of message may confuse or offend the targeted market segment
- be able to come up with creative and original copy
- be a team player
- be able to handle work pressure and meet deadlines
- be able to accept negative responses and disapproval
- be ready to adjust personal ideas in response to other people's requirements
Not all advertising jobs that involve creative copywriting have the same set of duties. However, the tasks commonly associated with the job of a creative copywriter are:
- attending consultations with account executives to clarify and internalize the brand's requirements and core messages
- familiarizing oneself with advertising and promotional material used by competitors
- understanding the class of consumers the advertiser desires to reach and targeting advertising to their tastes
- brainstorming ideas with members of the creative team and coming up with new, catchy, and convincing ideas to communicate the advertiser's message
- rejecting some ideas and developing others—deciding between alternatives
- writing advertising copy
- helping to explain concepts to the advertiser and adapting them according to the needs of the advertiser
- guarding against producing deceptive copy or advertisements that may lead to consumer confusion
- scrutinizing the syntax and semantics of copy
- working on multiple projects at the same time
Copywriting is usually office-based, daytime work. However, long hours are common at big agencies. Copywriters usually start out at agencies as junior copywriters and work their way up to become senior copywriters, with some progressing further to become creative directors.
From Advertising Copywriter to Creative Art Director
With skill and a strong record of accomplishing winning campaigns, a copywriter may ultimately progress to the post of creative director. Creative directors supervise the work of teams of copywriters. They keep an eye on progress, hash out concepts, and propose adjustments. To progress to the post of creative art director, a copywriter, in addition to having the typical skills required in an advertising job, will also need to possess or acquire leadership, people, and project-management skills.
Though it is usually assumed to be a young person's position, the job of an advertising copywriter is also open to older people with experience in journalism.
