Copywriting 101

Class is in session. So listen up.

You can Google all the various definitions of copywriting, there are a bazillion of them floating around. Chat GPT might give you some creative ones too. But here’s the one definition that truly sums it up for me.

But first, an anecdote.

When I interviewed at my first copywriting job, my interviewer asked me, “are you ready to be a ventriloquist?” That day I said “yes” of course. I really wanted that job at that agency. But it was only much later in life that I realised what I’d agreed to.

Copywriting is ventriloquism, in text.

You learn to master many voices over the years.

If you’re self-indulgent and want your name in front of everything you write, be an author or a journalist. But if you do choose to be a Copywriter, get comfortable with being in the shadows.

It’s always going to be your words in someone else’s voice. We even give awards to those who do it best.

Choose wisely.

It’s not easy but it’s one hell of a ride. And I mean that in a good way.

Also, Copywriting is a different craft. Can be confused with ghostwriting. But they’re not the same. Google it.

Ok then, I’d call that a pretty thorough introduction.

Let’s move to the next segment – how do you learn it?

Well of course, there are college courses you can take. Copywriting would fall under Marketing Communications. I’m not sure what the formal education landscape is right now, but if you’re into it, I’m sure you’ll find yourself the right course.

There are courses offered by several EdTech platforms like Udemy and Coursera. People looking to switch careers can opt for something like this.

And then of course, there are the mavericks who will jump right in and learn on the job.

Let me tell you, some of the best copywriters I’ve met and learned from don’t have Marketing degrees. So if you have fire in your belly and a go-getting spirit. Just go and get it.

4 things you need to know before you get started on this journey

1. It’ll be hard at first. You will write in your own voice, a lot. You might even realise how boring your own writing voice is. You might try to change your personality upon this realisation. Don’t. Stay the course, learn how to adapt brand voice and ask a lot of questions to anybody and everybody around you. Learning is free at this point.

   
   

2. Learn the rules of the game before you try and break them. Learn everything about how an agency functions. What are the roles and responsibilities, who are the key people in each function (copy, art, servicing), what’s the workflow. Learn the lay of the land.

   
   

3. Draft 1, 2, 3…♾️ Just keep on writing. Weeks might become months, but keep going. Each draft must have a backup draft and your backup draft must have a backup too. No amount of drafts is too much in the beginning.

   
   

4. Get yourself a mentor. I cannot stress enough on this. You need someone who can call you out and tell you when you’re being a baby or just lazy. And this very person will guide you to betterment and pat you on your back when you’ve conquered your first hillock of a brief. They will also be the people who will talk about you in the right places to the right people so you can advance and get better accounts or a promotion. Choose your mentor well and it will hold you in good stead in the long run.

   
   

Alright, that was a comprehensive enough first class.

More to come soon.

If you happen to read this, please leave a comment below on what you’d like me to cover in my series.