I recently had the pleasure of working with a group of students from Leeds Arts University’s Creative Writing BA course. Judging by the enthusiasm and talent on display, the industry’s future looks to be in skilful hands!
Read on as LAU student, Katie Mcilroy gives her reflections on some of the key elements of copywriting...
First Impressions of Copywriting
As part of my university’s employability week, I was assigned to an introductory session on the world of copywriting. Being a creative writing student in a visual arts focused university, I’m usually left feeling like a fish out of water with university-wide initiatives. So when this session popped up on my timetable, I decided to take the chance.
“It’s what they do in Mad Men”.
Going into the session, I had a vague idea of what copywriting is after a bit of googling. And yes, I’ve watched all seven seasons of Mad Men. I still felt like it was one of those jobs that people nod their heads and smile about, but likely don’t understand.
If you’re a beginner like me, here are some first impressions.
Copywriting is the crafting of words that go into publicising a product, brand or service. The aim of this craft is to grab the attention of a target audience, and persuade them towards an end goal. Everyone’s done a bit of persuasive writing at some point in their education (us creative writing students just never stopped). Virtually all businesses use some form of communication as part of their marketing – and this is where copywriters come in.
Here are some key observations I made during the session.
Attention Span
When coming across text, there is only a limited amount of attention that readers will spend reading it. We’re talking seconds. Good copywriters will hone their creative skills to capture the reader’s attention for longer, and this can translate into sales for a client. Long, verbose sentences are likely to bore a reader.
Consistency
Throughout a website or a marketing campaign, consistency is important. A consistent message across a platform can help potential customers to understand and remember what they are reading. Ideally, content should usually have one distinct voice throughout.
Tone of Voice
This is a topic that may be familiar to creative writing enthusiasts. Choosing an appropriate tone of voice will help communicate the client’s values and appeal to the right target audience. For a younger audience, the correct tone of voice might sound less formal. And perhaps for an audience made up of experts in a field, less explanations may be necessary to avoid condescension.
Build a Lexicon
When writing for a client, it can be helpful to build up a list of words and phrases that represent their values. For the visual learners out there, think of it as a text version of a moodboard.
Read Everything
The research stage is a vital part of the writing process, and it is becoming increasingly accessible in our modern world. The work of copywriters is all around us. Becoming familiar with online blogs, ad campaigns, physical marketing materials and more is a great way to understand the craft that is copywriting. There are also free podcasts and webinars available on the internet to learn more about the industry.
Networking
Gaining contacts in the creative industry has been a huge part of my decision to study at university, as well as meeting visiting professionals. In the copywriting session, we were encouraged to focus on how we might introduce ourselves in networking situations. Having good contacts can help you find the jobs and resources relevant to your skillset. This is especially important in an industry where you must constantly seek out work.
Attending the copywriting session has opened my mind to new ways of using my education and unique skills in a professional capacity. As an aspiring freelancer and creative, I know that there isn’t always a clear path to employment. I hope that these insights will inspire you to consider the possibilities that exist for those who love to write.
Katie Mcilroy linkedin.com/katie-mcilroy
