There are various benefits to writing good copy. First of all, the brands pay attention to the material that is sent out because a well-written copy sells better. A well-written copy grabs the reader’s attention and is able to create an impact in the reader’s mind.
Another reason is the fostering of relationships with the readers. A copy that is able to attract the reader’s attention would result in ringing some bells that help the readers in building a relationship or attachment or relatability factor with the copy, product and ultimately the brand.
A immaculately written copy helps the readers to transform from causal buyers to loyal buyers. As they can relate with the product or services.
A good copy helps the brands to create a unique value of themselves in the market and eventually help the brand in standing tall differentiating it from the competitors.
Interpret Briefs
Another critical duty of the copywriting department includes interpreting client briefs. This means that they decipher the brief sent by the client and break it down into actionable pointers. Based on the brief’s requirements, the copywriter then crafts concepts, creatives and campaigns.
It is very important for copywriters to understand the demands of the client as it helps them to deliver the final product accordingly. The copywriters stand in a crucial position to represent the brand.
Moreover, before delivering the final product, the copywriters must ensure and understand the target audience of the brand. It is important to know the target audience as it helps copywriters to develop and design. The copywriting courses free opportunities are available online.
Pitch or Propose Concepts and Campaigns
The average copywriter juggles multiple clients and brands, typically on tight schedules and even tighter deadlines. They often have to craft communication concepts and other innovative marketing collaterals based on a particular brand’s needs. Additionally, copywriters also work towards pitching to new brands and landing new clients.
Sometimes, copywriters would work with clients who would have a defined vision and would know what they exactly require. But, sometimes the copywriters could come across clients only having the product and they would rely totally on their copywriters.
In these scenarios, the copywriters would have to drill down a little deeper and have a systematic conversation with their clients before they start working on the final product. There are various free copywriting courses available that one can make use of while starting out their career.
Collaborate
Copywriters don’t work in a vacuum. Irrespective of which agency or organization you’re at, you will have to collaborate with account managers, graphic designers, media planners and other professionals in your team. Whenever needed, they also collaborate with business development executives, clients and even other marketing or sales personnel.
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How To Start Your Career In Copywriting
Now that we’ve understood exactly what a copywriter’s responsibilities are let’s demystify the journey of how to start your career in copywriting.
The Right Education
It goes without saying that the right education and training can take your understanding of copywriting to the next level. Ideally, after your 12th board examinations end, you should opt for a Bachelor’s course in Journalism, Advertising or Mass Communication. These courses can help you understand how the process of crafting communication includes so many other factors except writing and grammar. However, if you prefer to pursue a B.A. in Literature or even Sociology, it can still be a viable choice to kickstart your copywriting career.
While a Bachelor’s degree can help you get started, to take your knowledge and expertise to the next level, it makes perfect sense to opt for a post-graduate diploma or Master’s course. The best part about these courses is that many great options exist in a fully online format, making it ideal for those candidates who want to study part-time.
The right education is important as it is helpful in understanding the foundation of the industry. The students get to learn the technicalities, various methods and approaches which help them during their practical working life.
The right education would also help the students in acquiring relevant skill sets, using which they can build a strong portfolio for themselves. This is helpful in procuring better job opportunities.
MICA and upGrad’s PG in Digital Marketing and Communications is an excellent option for a short-term yet extensive course to get acclimatized with copywriting and digital marketing basics. With this program, you can become an expert in copywriting, digital marketing, content marketing, social media, branding, market analysis etc.
Types of Copywriting
Contrary to what many freshers believe, copywriting isn’t a homogenous role. There are a wide variety of verticals within the realm of copywriting, all of which require different skills and talents. Sales copywriting is all about being persuasive with your words to push potential clients towards a purchase. On the other hand, blog content demands a different approach altogether. If you are tasked with SEO copy, you’ll have to work around SEO-oriented guidelines or limitations.
By understanding the market’s landscape, you are at an advantage when choosing your path. A keen understanding of your skills can help you evaluate where you’d be able to contribute best. Have an eye for writing quirky, witty copy on trending topics? You may make a fantastic social media copywriter! Can you churn out a copy that not only catches the reader’s eye but can also convince them to give your new product a try? Sales copywriting all the way!
Self-Learn and Practice
Since copywriting is a highly creative field, only learning the fundamentals may not prepare you for the realities of a copywriter’s role. It would be best if you keep practising your writing skills by trying out new forms of copywriting. Perhaps you can start by writing an article or two about a subject that fascinates you. If you haven’t already done so, try crafting simple ads for your favourite brands, just as a way of practising your trade.
Irrespective of what stage of your career you’re in, reading the best books about copywriting will help elevate your skills to the next level. ‘Hey, Whipple! Squeeze This’ by Luke Sullivan and ‘Nawabs, Nudes, Noodles: India through 50 Years of Advertising’ by Ambi Parameswaran are excellent titles to level up your knowledge. Apart from this, it would be best if you also read blog articles from the most reputed marketing entities on the web.
Stay On Top Of Trends and Be Social-Savvy
In today’s day and age, copywriters have to be savvy on social and digital platforms, solely because it works best. No matter what your speciality may be as a copywriter, keeping up with trends and modifying your communication according to what audiences respond best to will only help you in the long run. Most importantly, it pays to keep an eye out for your competitors and peers’ work. Inspiration can strike from anywhere, and stay abreast of the current trends will only help you and your professional endeavors.
Some of the clients would be having a very young target audience or some of the clients would want copies that are trendy as they want to attract some numbers and so on. To fulfil such types of requirements of their clients, the copywriters should be aware of the trends.
Grow Your Professional Network
Whether you choose to be a copywriter at an advertising agency, independent organization or whether you branch out as a freelancer, having the right contacts is extremely important. The right network can aid you in looking for a job, finding the right mentors, or even landing new clients. Apart from that, the professional relationships you make and maintain can also help you stay informed about the latest trends, news, techniques, workshops etc.
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