KUALA LUMPUR, MALAYSIA – Hands up everybody who wants to be a Copywriter! *Cricket sounds* Thought so.
Advertising was and still is, the “most fun you can have with your clothes on”. We’re not talking about Madmen escapades (the show is not exactly fiction) but the fun that comes with thinking of new ideas and bringing them to life.
Which other industry:
- Lets you make new stuff every day
- Pays you to think of mad ideas
- Surrounds you with very smart people
- Helps you sharpen thinking skills
- Exposes you to all kinds of industries
There will be good days and bad days. In your first year, probably more bad days. Although you might vehemently disagree with the ‘very smart people’ bit especially after the latest creative review.
Hang in there. Find your tribe. Look for a mentor. Keep learning. Things will get better. It always does.
Now, buckle up. The ride won’t be smooth, the car will be travelling too fast, and the GPS is definitely not working. If you plan on staying for the long term, keep your eyes on the road and watch out for potholes.
But first, ChatGPT
The elephant in the room. By the time this goes to print, it would probably have evolved into a mammoth. Yes, the correct term is devolved but let’s not get too sciencey and all.
Spend a day on LinkedIn and you’ll find many out of work copywriters. People leave the industry for all kinds of reasons: Fatigue, ageism, disillusionment, unwillingness to improve their craft, scratching an itch to “try something new.” No one has ever said they’re made redundant by AI.
If this is the case, why are many agencies desperately looking for copywriters? Some agencies rely exclusively on GenAI to produce text but these are mainly design, and digital agencies that require minimal copywriting.
AI can never replace fully human creativity. To believe otherwise would be to disregard everything that makes us human: The ability to love, pray, empathize, make someone laugh, form meaningful relationships, start movements, shape culture.
Copy-wise, I use AI for research, thought-starters and creative idea generation. Uh, with the amount I’ve been charging, I hope none of my clients are reading this. Clients, if you’ve read this far, I justhave a couple of things:
- I’ll send the revised copy latest by Friday, and;
- Yes, I’ll be happy to work on the next upcoming campaign.
Right, where were we? AI. Both a blessing and a bane. A blessing because it helps us write faster. A bane because if you’re not careful, it’ll break you. Over dependency makes us lazy.
What clients buy
Not good writing. But good thinking. Good thinking can be expressed in many ways: Brand strategy, Product Innovation, New distribution channels, Sales promotion tactics, Activation ideas. You don’t need clever copywriting for all these. You absolutely need clear thinking and clear writing.
Good writing is an expression of good thinking. It’s a vehicle that carries our message.
Does the vehicle need to look good? Yes.
Does the vehicle need to look different from everything else on the road? Depends on what you mean by “different.”
Think of your reader as a groom waiting for his bride. He’s at the entrance of one of those old-timey churches in a pleasant neighborhood. Now imagine a vehicle straight out of Mad Max chugging down the road: Wondrously modified, welded together with salvaged parts, vertical exhausts belching thick black smoke, fire cannons blazing, shrieking war boys announcing the arrival of the bride.
Oh, that’s your ideal bridal car? Moving on.
Be a people person
Copywriters are naturally curious about people. We observe their habits, their quirks, their eccentricities, the way they behave in different social settings.
We try to understand why people do things and buy things.
And then we (try to) translate all these into words.
If you’ve got the chops, you’ll find the meat in every brief. Just don’t overcook it.
Copywriting is not about bringing your personality into your craft. Many writers want to write a certain way because it’s their style. Their unique vibe brought to life in words. That’s art. Subjective territory where there is no right or wrong. Words the client’s CEO don’t want to hear.
Advertising is a business. It’s called the advertising industry. Not the advertising circus. If you want to juggle plates on a unicycle, find a different tent.
Write something worth saying, and say it well
Either dazzle them with brilliance, or baffle them with bullshit.
For legal purposes, we’ll stick with the former.
Your readers know a lot of things. Even if they don’t, they like to think they do. Be interesting. If they’re going to give you (your ad) even 5 seconds of their precious time- make it worthwhile.
There are only two ways of getting new information
- Find something never been said about the client’s product and its ecosystem
- Say the same thing differently
It takes time to hone your craft. It takes patience to write and rewrite your lines. It takes courage to say, “This is it!”. It takes humility to learn that this is ‘not it’ and you need to redo the work.
Rejection is painful. But necessary for growth. Listen to your superiors. I know it’s hard because they’re old farts, totes out of touch with the market and are basically cockblockers.
Remember that your CD is in that position for a reason. You may not agree with her POV but at least recognise the office. Besides, do you think bosses and clients will listen to her, or you?
Advertising is an industry where emotional people (creatives) present and sell work to logical people (clients). What could possibly go wrong?
About the Writer
Edward Ong is Malaysian Copywriter and Creative Director. Before starting his own shop, he was the Regional Copy Chief for Y&R Asia (Now VML). Find him at IdeasAreBorderless.com
