Welcome back! If you haven’t read part one of My life as a copywriter, be sure to check that out first. Unless you’re one of those medias res people. Anyway, I was telling my story of how I became a copywriter while offering some tips to help you get started. After graduating college and going on many unsuccessful interviews, I found myself without direction yet one thing remained constant. My writing. I spent my spare time blogging and building something of an unofficial portfolio, which eventually landed me a copywriting internship.
Now, I didn’t consider it a professional writing gig at the time since it was unpaid and only two days a week, but it was better than nothing. It gave me the experience I needed to take the next step as well as present me with things to look out for when taking jobs. Copywriting, more than other aspects of marketing, is a broad term. As a copywriter you could be tasked with writing anything from scripts and copy that’ll find itself on billboards to emails, blogs, and landing pages. Nowadays, you’ll typically be doing the latter, ever since the boom of digital marketing. And that is the first thing you should be looking out for.
#1: Look out for what kind of writing you’ll be doing
In my opinion, all writing is good writing because with every word typed, you’ll be improving your communication skills, opening yourself up to more idea generation techniques, and widening your vocabulary. However, you might not see it that way. If you get into the business thinking that you’re going to be writing the next Pepsi Super Bowl ad, just to end up writing emails day in and day out, you’re probably not going to be enjoying your time as a copywriter. You need to know exactly what you’re getting yourself into. That means understanding the difference between traditional advertising and digital marketing.
Before you go applying to any job or internship with the word copywriter in it, be sure you read the responsibilities included. It’ll save you a lot of disappointment. My internship had me mostly writing emails and understanding how pushing prospects down a digital marketing funnel works. It was honestly all confusing in the beginning, but it was the experience I needed. But nothing last forever and those student loans were about ready to start rolling in, so I needed something more permanent.
I managed to take my blog and experience from the internship and get my first paid job at a startup agency. Now, it wasn’t anything glamourous for sure, but for the first time in my life someone was paying me to write. It’s an opportunity not a lot of people get to experience and no matter what level you’re at, you should pat yourself on the back if anyone is willing to compensate you for your ideas. However, this leads into the next thing you should keep a look out for.
#2: Look out for your company/client’s process
Once you start to take on more jobs, you’ll quickly discover that no two businesses are alike. Each job will come with its own way of doing things. Sometimes as a copywriter, you’ll have a say in that process but other times you won’t. Process can involve everything from generating ideas and deadlines to who you hand your work to once it’s completed.
I can tell you personally that project managers and creative directors take their processes seriously. I’ve been called into my fair share of offices because I sent my work to someone before it was approved or accidentally went over a superior’s head. Whenever you’re new make sure you learn how that organization does things inside and out. It’ll save you a lot of time and prevent you from stepping on anyone’s toes.
Life at my startup wasn’t a top five experience, but it taught me plenty and helped me diversify my writing palette. It being a small team and me being the sole copywriter meant a lot of responsibilities fell on my plate. Fortunately, I was doing more than ever. Landing pages, emails, blogs, you name it. I was typing away for eight hours a day and with every completed project came something else I could add to my portfolio.
Working at a startup can be turbulent as people and processes find themselves constantly shifting, thrusting you in a million directions as the guy that’s just trying to go along with it all. It was time for a change — somewhere with a little more stability. But that would take time and patience. Even though I was writing more than ever at work, that didn’t mean I wasn’t writing in my spare time anymore. I enjoyed writing about my interests since my work work was strictly business.
And then came the opportunity I’d been waiting for. I got the chance to work at a big-city agency with a big-city client. I’d be in Manhattan, crossing paths with movers and shakers who’d been working in the industry for years. I loved it even when the work wasn’t as captivating as I’d wished. Pitching to high-profile clients, sitting in on meetings, working in conjunction with other departments, some being several states away — it was all so immersive.
Four years of my life would feel like four minutes before COVID brought it all to an abrupt end. Everyone was sent home and the remainder of my time at my once big-city job would be spent working from my childhood bedroom. While writing from home was nothing new to me, it left me with my final thing to look out for when copywriting.
#3: Look out for the next big shift
Whether you’re typing away in your parent’s guest bedroom or the outdoor terrace of your Brooklyn apartment or at that corner table in your favorite local coffee shop, it can be so easy to become entranced in what you’re writing that you block out everything else around you. I’ve experienced it. The feeling is that of a runner’s high, especially when the words are just flowing out.
But as you continue writing, both personally and professionally, remember that the world around you persists. Take time to observe the shift in global news, the environment, and those around you as it’s where the best ideas come from. Always be looking for new ways to communicate ideas or look to the past for inspiration.
Quarantine taught us skills we never thought we were capable of harnessing and the same can apply to copywriting. See what new trends are popping up and how your writing can contribute to them. People are constantly looking for the next big thing. By inserting yourself and your work into the conversation, you might find something of an audience and individuals willing to turn to you as a source of guidance.
It may sound obvious but read books of all kinds, and as tempting as it might be, don’t shut out the world. It’ll be that same world knocking on your door to help them tell their story.
Thanks for reading and if you liked this article, please share! For more, check out my additional work on Medium.
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