Copywriting includes a wide range of mediums, such as Internet content, press releases, print ads, billboards, jingle lyrics, slogans, headlines, commercials, postcards, and mail-order catalogs, along with other contributions to advertising media.
Copywriting on websites is often known as content writing, which involves writing and wording that is used to garner higher rankings in search engines through the repetition of keywords. Search engine optimization copywriting must focus on writing not only for people but also for search engines, whose algorithms get more efficient every day.
Most copywriters work within advertising agencies, company advertising departments, public relations firms, large stores, magazines, newspapers, web development, broadcasting and cable providers, and as independent contractors working from home or at the clients’ offices.
Copywriters typically work as part of a creative team and are often partnered with art directors who are responsible for the visual aspects of the work, though either a copywriter or an art director might develop the concept for a given ad or commercial. Copywriters must also work with the given client to discuss the target demographic and what features the client wants included in an ad.
The work of copywriting and technical writing may overlap, though copywriters generally persuade readers while technical writers explain to the layperson how something scientifically and technically complex works.
David Ogilvy has also been credited with saying, ''I don’t know the rules of grammar…If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.'' This ability to suppress the formal, sophisticated writing that was encouraged in high school and college in favor of everyday language is essential to copywriting.
Working as part of an advertising team is the best way to gain experience in the field and will open up more career opportunities. Excellent communication and team working skills, along with good background knowledge in advertising, business, and marketing, are also vital to becoming a successful copywriter. In addition to having creative writing and brainstorming skills, a copywriter must be able to work long hours and meet deadlines in a fast-paced, high-pressure environment.
Most copywriters have a bachelor’s degree in advertising, marketing, English, public relations, communications, or journalism, though others have worked their way up from an internship, entry-level position, or freelancing career with little or no college education.