My friends have absolutely no idea what I do for a living.
If we played that quiz game from Friends – then I’d be Chandler.
Nobody knows what Chandler’s job is. These six characters know each other inside out. But when asked about Chandler’s profession, Rachel and Monica draw a blank.
The best they can come up with is “it’s something to do with transponding!”
Ask my friends what my job is, and you’ll get a similar response.
“It’s something to do with writing….”
I’m a copywriter.
This doesn’t mean I can help you copyright your Big Idea. It literally means that I write copy.
Copy is the text used in advertising, and other marketing-related content.
The text is written in a way that compels the reader to take action. Whether that’s to buy a product, sign-up for a newsletter, or do something else entirely.
If done successfully, copywriting can drastically increase the conversion rate of an advertisement.
The History of Copywriting in Five Sentences (and one picture)
Decades ago, when the concept of copywriting first became a thing, it was limited to outlets like newspapers and magazines.
It was also used on billboards, on posters and on advertisements displayed on public transport.
Copywriting was later used to develop scripts for radio and TV advertisements.
It was used in branding – to craft unique slogans that would resonate with a defined target audience.
And today, in our ever-growing digital world, it is used on the internet.
I basically work for the internet
Today, you can’t even talk about marketing without mentioning the internet.
Whether you’re Coca Cola, VW, or even a small local business – that’s where your customer is.
She’s watching video ads on YouTube, reading text ads by Google, and listening to audio ads on Spotify (unless she has Premium, of course).
As a consumer, we may not think much of these advertisements. Except that they can be a little annoying.
But the fact is, some of the most creative and self-critical writers have likely poured hours into making them as interesting, engaging and relevant as possible.
It doesn’t always work, and you have to know as much as you can about your audience if you want a fighting chance of standing out.
When a piece does succeed, you might just get to enjoy it for a split-second.
But it’s more likely you will criticise it anyway – and strive to improve on the next piece, which is due in the morning.
And that, Monica and Rachel, is what I do for a living.