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Copywriters may do some or all of the following

  • Receive a brief on the product and the chosen advertising medium by the accounts handlers and the client.
  • Research the product.
  • Develop advertising ideas with an art director and/or other team members.
  • Present the ideas to the client.
  • Write the words for the advertisement or marketing plan (the copy).
  • Write articles, known as advertorials, for a product, service or organisation.
  • Choose people, such as photographers and directors, to make the advertisement.
  • Research the target audience and work out the best way to get the message across to them.
  • Supervise the production of advertisements.

Copywriters need to have

  • Knowledge of spelling, grammar and vocabulary.
  • A creative and imaginative thought process to come up with original, unique ideas
  • Knowledge of effective advertising methods.
  • Ability to ask questions to get the background information required.
  • Understand the different functions of media, from television to social networking sites.
  • An understanding of the products/services they are writing about.
  • Knowledge of a range of cultures and human behaviour.
  • Up-to-date knowledge of current trends and issues, and what is happening in the advertising and marketing industries.
  • Excellent writing skills, as they write in a range of styles for different advertising mediums and audiences.
  • Excellent communication skills to present and sell the copy to the client.
  • A good understand about what results need to occur, and then consideration into whether all goals of the copywriting were achieved.
  • Analytical and research skills.
  • Problem-solving and time management skills.
  • Copywriters who do freelance work need to have bookkeeping skills.

Copywriters need be

  • Creative and imaginative.
  • Organised and able to work well under pressure.
  • Confident and able to take and give constructive criticism in a team environment.
  • Able to self-motivate (particularly if working alone).