A Guide to Writing Copy

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1 A Guide to Writing Copy Introduction Writing in any professional field is detrimental. Learning how to write can get you hired, fired or looked down upon by your colleagues. Having knowledge on the workings of the profession isn t enough when you need to relay that information. To become fully encultured in a field, you must write well. If you are to write well, you must know specifics of that field and know what to avoid. I am going to share with you a guide on writing as a copywriter with a focus in the field of advertising. For this guide I have contacted a professional who rose up in the field to the highest rank an advertising copywriter could wish for. I will offer his insights, which he learned in his hard-earned process of becoming a Senior Creative at Ogilvy & Mather, and share common misunderstandings he and many recent graduates have, as ways to get a foot-in-the-door. I also did some research and compiled useful information on the topics I will be discussing. The field of copywriting requires you to know its values, how to accrue credibility, the tools used and the different genres professionals work within. All these things hold a crucial role in copywriting, which is why I will be going into further detail with them in my guide. I will start off on values and lead with credibility, then talk about tools and end on the lengthy subject of genre. Look for the bolded italicized words in the sections for tip-offs on important details. Let this guide be an essential piece of information for your further studies as it introduces information that is imperative to success if you are wishing to enter into the professional world of copywriting. Values In the community of copywriting, writing serves as a means of adding text to ads. Whether it is commercial, magazine, online or print the copywriter s job is to

2 use words to pull together the visual story and sell a product or idea to the consumer. The field shares the value of being accessible to the consumer. When I began my research I always assumed that copywriters had to have better than perfect grammatical skills. This turns out not to be true. The average person doesn t have perfect grammar, nor do they use it in their everyday life. To make good copy the writer has to be able to talk to the consumers in their own language. This influences writing the community produces by not using an extremely academic tone that you would expect the copywriter to have a background in (and they usually do) but using language you would hear everyday, your street talking tone. David Ogilvy, referred to as the father of advertising, is still today considered the most influential copywriter to have been in the field. In a memo he wrote on December 7 th 1982 he gave a list of ten points on how to write: (1) Read the Roman Ralphaelson book on writing. Read it three times. (2) Write the way you talk, naturally. (3) Use short words, short sentences and short paragraphs (4) Never use jargon words such like reconceptualize, demassification, attitudinally, judgmentally. They are hallmarks of a pretentious ass. (5) Never write more than two pages on any subject. (6) Check your quotations. (7) Never send a letter or a memo on the day you write it. Read It aloud the next morning-and then edit it. (8) if it is something important, get a colleague to improve it. (9) Before you send your letter or memo,. Make sure it is crystal clear what you want the recipient to do. (10) If you want ACTION, don t write. Go and tell the guy what you want. Of these points number 2 is to Write the way you talk, naturally. Point number four on this list is to Never use jargon words like conceptualize,

3 demassification, attitudinally, judgmentally. They are hallmarks of a pretentious ass. (Popava) As you must use language that your audience can relate too, this field also has similar values in the various places copywriters work. Jeff talked about when you are looking for jobs creative offices want to hire people they like. Since you will be working with your time on every project day in and day out, company culture is placed at great value. You should try to find a place where you ll fit in to that particular company s attitude and vibe. Credibility A new member in the community of copywriting should know the most important rules of writing copy in order to become an effective writer in the community. These include writing about how your product serves the customer s needs, talk about how the customer will benefit and simplifying as much as possible. In order to get the customer to want to buy a product an ad must talk about how that product is going to improve that person s life, and not as much about the company or even the product itself. (Ciotti) People are going to become more interested knowing how they can benefit. Following this piece of advice, ads should be written mainly in the second person. Using you statements as opposed to we statements, you re focusing on what the customer is going to get and less on your company. Another rule a copywriter needs to follow to be effective is to not include too much information. As backed by David Ogilvy himself, it is useful to simplify as much as you can to be as clear and straightforward as possible. Stated on the list of Ten points on how to write, Olgilvy states to Use short words, short sentences and short paragraphs. If your information is completely necessary, then there shouldn t be a large amount of it. Before you are writing copy for a company you must gain a certain amount of credibility that will make them willing to hire you. What I learned from my interview with Jeff was that just graduating college with one of the degrees companies look for a copywriter to have is not enough, and neither is having your average out-of-college portfolio. What gives a copywriter the kind of credibility that makes them a respected member of a creative team is having ideas that other people don t. When Jeff graduated college at Ohio University with a degree in Journalism and a portfolio he had from over his years at the university he assumed someone would be glad to hire him. The result that he actually got was his portfolio was essentially laughed at. Creative teams are

4 looking for the most innovative people they can get, which doesn t end up being your fresh graduate. He found out that one road to gaining authority and credibility in the field of copywriting was to attend what is known as portfolio school. These schools are two year programs that college graduates attend to give them the kind of real experience and knowledge that make a great creative professional, and in Jeff s case, a copywriter. He stated the things he was doing in portfolio school were light-years ahead of what he had learned from college. Using this picture of a campaign for State Farm Life Insurance that is part of Jeff s online portfolio as an example, it shows the kind of copywriting that is accessible to the audience and doesn t overbear with too many words. It is a byproduct of the knowledge he gained at portfolio school is exemplary real world copy in advertising. Another important and quite unconventional lesson I learned on credibility from Jeff, was that to be credible you need to live where you want to work. The top advertising companies that Jeff wanted to work for were based in NYC. When he got a phone call to have an interview at Droga5 he got the soonest plane ticket to NYC and upon being accepted as an intern moved there as fast as possible. He gained credibility in this instance by making huge sacrifices, which for a future copywriter that has hopes to work in the top companies needs to

5 know. He wouldn t have gotten the time of day from Droga5 if he said he lived in Ohio, so he did what he had to too be taken seriously. Tools As in all fields, copywriting also has a set of tools that are needed to craft work in the profession. There are tools associated with copywriting that are not easily picked up and take time to gain the knowledge on how to properly use, especially in the sect of advertising. Copywriters must know how to use Adobe InDesign and ActionScript among other types of technology. Adobe InDesign is a desktop publishing program that allows for the creation of many different types of media. This is crucial for an advertising copywriter to be familiar with because it deals with the main mediums of advertising that copywriters work on including flyers, posters, books, brochures, magazines, etc. ActionScript is a scripting language used on websites. This program deals with extremely complicated website coding that takes a lot of knowledge to be able to use. Jeff gained his skills using these programs at in Portfolio School at Creative Circus. Genre Copywriting comes in the form of many different genres that require an individual base of knowledge for each different category. Some of the most common genres of copywriting are ad copy (found in/on magazines, billboards, newspapers), web page copy, direct copy and SEO. What differentiates how these genres are written has to do with the audience and context. Ad copy comes in many different forms and is meant to advertise a product or idea within the mediums of magazines, newspapers, billboards, TV commercials and other non-internet based platform. When writing ad copy you have to work with the art director to integrate the visual element of the ad with the words you will be providing. Web page copy compromises all the copy you see when reading a website. It s much less specific compared to ad copy, but when it come to promoting an product/person/idea, needs to still have the marketing tone of an

6 advertisement. Direct copy is the junk mail we receive from different companies that send their mail either to our house or to our . Direct copy has the purpose of trying to persuade the receiver to make a purchase based on the content they send. SEO, or search engine optimization, is a new form of copy that can be compared with web page copy. The purpose of SEO copy is to write in a way that works with search engines to make a web page more relevant when its content is being searched. If you want your website to stand out against others that are similar you can use this to ensure a perspective search will turn up with your website being higher up on the results page of a search engine. Out of these different genres there are still many kinds of copywriting that are necessary for each type. Even though ad copy can be used to describe words on an advertisement featured in Architectural Digest doesn t mean that a person with a background in writing for grocery store weekly bulletins can get by with the same base of knowledge on that genre if they wanted to take on a new role in the same genre. Copywriting comprises several different niches that, although it is important to know what genre you are going into, that rhetorical setting can be vastly different from a copywriting job in the same genre. You can t only rely on genre to be your guide when learning about types of copywriting but also specifically the rhetoric the company/person/product you are working for is trying to achieve. Conclusion The field of copywriting demands a writer to become a multidimensional thinker in order to take in all the aspects it compromises and become a respected professional. The information I have provided includes advice straight from a leading copywriter in order to give a first hand look at the realities of succeeding in the field. It is not by accident when a person that enters the field rises to a leading company. Know your field in and out, writing matters.

7 References Scardino, Jeffrey. Personal Interview. October 31, (image used in credibility section) Life-Insurance Popava, M. (n.d.). 10 tips on writing from David Ogilvy. Retrieved from Ciotti, G. (n.d.). 7 scientifically backed copywriting tips. Retrieved from Appendix Q: What values are important to a company when they are looking to hire you? A: The Directors that lead creative teams want to work with people they enjoy hanging out with. When your working in the same office with someone for 12

8 hour days, it s important to be with people you like. It s best to be yourself in interviews and let your personality show because a lot of times that makes the difference in landing a job. I went the extra mile after one interview and made guido trading cards for a guy who interviewed me after bonding about us both being italian. Some people do things like this and take it too far, but when you can show them how creative you can be you want to utilize any opportunity you can to impress a company you want to work with. Q: How did you gain the credibility needed to become a senior creative at Ogilvy & Mather? A: When I graduated OU and attended job fairs with my portfolio I got laughed at and told I needed to go to Portfolio School. The amount of kids coming out of college with the same degree of qualifications isn t something any ad agency is looking for. Q: What tools does a copywriter need to know how to use of they want to succeed in the field? A: At creative circus I had classes that would focus only on using different design and page language coding programs. Among these were InDesign and ActionScript. The kind of material that was coming out of those programs was way ahead of anything I knew about previously and was light-years ahead of what I would have known if I just left OU and started working at an agency. Did you have to do anything that was unusually unpleasant at the time to get to where you are now? When I was looking for internships after I graduated portfolio school all the companies that were looking for the best student that studied at places like Creative Circus where I went to were all based in New York City. I went to OU and lived in Ohio all my life besides the time I was in Georgia at Creative Circus so it took a lot of brawn to pack up all my stuff in a Uhaul, including my dog and move on the drop of a hat. It was really hard to go from home to a place as unforgiving as NYC. That s where the action is though, I didn t really have a choice after going as far as portfolio school but it was definitely what I wanted. I love it here now.

9 (His portfolio)

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