What Is Copywriting and How Can I Become a Copywriter?

Discover what makes a good copywriter and what is their main role in an advertising agency

The copywriter shoulders a great deal of the creative responsibility behind an ad. Some of the best advertising campaigns in history have originated from the mind of a copywriter. Yet, for many people, it is still unclear what their role is within an advertising agency. It is also sometimes hard for them to explain it to anyone outside of the industry.

We’ll explain who is a copywriter and their role in an advertising agency in this day and age.

What is a copywriter?

A copywriter is an editor in charge of writing the content that communicates an idea, both digitally and offline: claims, scripts, commercial speeches, press releases, text ads, etc. They convey the character of a brand and the advertising campaign. Their creative strategy and the words they use are responsible for connecting with the target market and transmitting the brand’s values.

On many occasions, the copywriter is also responsible for coming up with the creative concept upon which a marketing or advertising campaign will develop, and with finding the best way for it to go out to the target audience. For this reason, they work closely with the art director and the designer team so that the concept is perfect, both in its visual aspect and from a creative and narrative point of view. At times, they can even base an entire campaign on a piece of copy.

What does a copywriter do in an advertising agency?

The role of a copywriter within an advertising agency goes beyond the mere writing of content. Their work may vary slightly, depending on the campaign at hand and the type of agency. Roughly speaking, the following are the jobs of a copywriter in an advertising agency:

· Generating ideas. A copywriter must be able to suggest and select the best ideas and develop the best concepts according to the represented brand’s personality and goals. Copywriters are responsible for coming up with the creative vision to build the communication strategy and advertising campaign, with their team’s help.

· Writing content. It may seem like an obvious job, but it may not be evident how much content a copywriter has to draw up for a single campaign. All text must go through the copywriter’s hands and eyes, from the campaign’s biggest headline to the small print often left unread.

· Define the tone. A copywriter’s job is not only to decide and process what the campaign says but also how it is said. Each brand has (or attempts to have) a personality; how this personality is communicated to a brand’s audience has a significant impact on how it is perceived. Paying attention to the tone of voice is one of the main tasks of a copywriter, and possibly one of the most complex. The copywriter must communicate their creative ideas as if they were the brand themselves.

· Connect with the target audience. A copywriter’s job is to look for the best creative answer to a brand or a client’s needs. By analyzing all the options and possible costs, they can figure out a campaign based on insights that will help them connect with the target market.

What are the qualities of a good copywriter?

· Impeccable writing skills. As logic dictates, a good copywriter must be an excellent writer, and their content must be exceptional, both grammar and spelling wise. He must also be able to master different language registers.

· Insatiable curiosity. Due to the nature of its role, a copywriter must investigate every topic and field. One day you deal in breakfast cereal, the next in types of mortgage interests. Being hungry for knowledge is an indispensable quality for a copywriter.

· Persuasive power. A copywriter’s mind is a cauldron of ideas: it is their duty to present their ideas to the creative team and make sure the clients will appreciate them.

· Adaptability. Each brand has its personality, and the copywriter must adapt to it. They must grasp and master different registers and be familiar with different ways of communicating.

English version by @acesarato.

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