The Copywriter’s words are what sells a product or service to the public. A Copywriter working in an agency is responsible for writing the copy for advertisements. He or she may write headlines, body copy, or both. Duties include developing the ideas and concepts that will sell the products. The Copywriter may also develop a central theme of an advertising campaign, tying together ads and commercials for the same product or product family.
Copywriting in an agency is a team effort. The Copywriter might begin by meeting with the client and/or the account executive. During this meeting he or she learns about the concept and direction the ads will take. The Copywriter may then do research on the product or work with the research department of the agency. The goal is to come up with some new piece of information about the product that helps show its uniqueness or presents a new angle to persuade people to purchase the item. The Copywriter has to understand the research done on a product and find a way to present it concisely and persuasively. He or she then works together with the art or creative director designing the most eye-catching ad possible.
The Copywriter must have the ability to formulate campaigns and concepts while following client guidelines. After the Copywriter has come up with a rough draft of the ad or campaign, the individual must get client approval. If the client is happy with the way the copy is progressing the Copywriter can go on. He or she makes any necessary changes and revisions. If not, it’s back to the drawing board for another idea or concept.
One of the interesting things about the copywriting profession is that the individual does not necessarily have to write thousands of words for an ad to be effective. He or she might write a five-word headline and have a very effective ad that millions of people see every day. Many Copywriters feel it is very gratifying to see their ad in print, or to hear their words on television or radio commercials.
The Copywriter may also write the copy or scripts for television commercials. He or she may do this with a storyboard or a sheet of paper with spaces that resemble TV screens. Pictures of graphics are put into the TV screens. The dialogue is typed under each picture. In this way, the Copywriter can illustrate the action that will take place when people are talking. The Copywriter might set the commercials up in a way that resembles television or movie scripts, where the dialogue is on one side of a sheet of paper and the action is on the other. When doing copy for TV the individual may also work with producers, directors, production staff, and actors as well as the art and/or creative director. He or she may have to change the words as shooting or taping of the commercial progresses.
Another function of the Copywriter is to write scripts for radio commercials. He or she is responsible for coming up with the concept for the commercial and writing the copy, and then he or she may also choose the talent to do the announcing. Depending on the structure of the agency with which the individual is working, he or she may act as producer or may be responsible for locating one. A Copywriter may also write the copy for billboards or other types of outdoor advertising. While a Copywriter working in an agency usually does the copy for all types of advertisements, the individual may also write copy for other things, including direct mail pieces, sales letters, promotional material, booklets, manuals, brochures, and posters. Individuals may write the copy for all types of media or may just be responsible for copy for print, broadcast, or billboards.
Copywriters may work on more than one account at the same time. Individuals may work long hours, often taking their work home with them. They must constantly think of creative ways to say things in writing. There is a fair amount of pressure for individuals in this field due to tight deadlines and the constant need for creativity. Copywriters may run into dry spells where it seems that they will never be able to think of a good, creative way to develop copy. Luckily, however, these periods usually pass in a short time. Copywriters may be responsible to the art director, the creative director, the senior copywriter, or the group head, depending on the structure of the agency.
Annual earnings for the Copywriter working in an agency depend on the experience of the individual as well as the size, location, and prestige of the agency and client he or she is working with. Individuals may begin their careers earning $26,000 annually. Those working in larger agencies and with more experience and responsibility may have salaries that range from $30,000 to $90,000 or more annually. Agency employees usually receive fringe benefit packages to supplement their income.
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Note: This article was sent to us by: Mark S. Anderson at 04122010
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