Abstract (draft)
My inspirations to achieve a Master's degree in copy writing stem from my likeness to be creative with writing. Looking at writing as an art, I think my ability to play with words and invent phrases will allow me to find success as a copywriter. In the project, I aim to discover the pros and cons of working as a copywriter. In my research, I seek to discover if copywriters find better work freelancing or as a hired salary for an advertising company. Targeted sources for conducting my research has developed from surfing the internet for key information, and through interviewing a professional copywriter already flourishing in the field.
Interview with a Copywriter: Richard Lehmann
Richard Lehmann from West Caldwell, NJ is an experienced copywriter who took the time to answers my questions about the copy writing career. Lehmann provided his own personal insight to what a copy writer does, what salary they make, and what he thinks is good and bad about the profession. He currently works as creative director for an advertising and public relations agency called Fiore Associates. The interview occured at 4p.m via telephone on March 12th, 2012. Click here to view his samples. Listen to the interview below:
Richard Lehmann by Chelley Bean Brown
Conducting Research
Using my research findings, I have created my own map list that features different paths one can take to become a copywriter. The map also provides a side bar with extra special tips to remember when choosing the path to take. I think this will help other aspiring advertising writers to see what their options are when it comes to making career path choices, specifically towards becoming a copywriter. View the map below:
Michelle R. Brown
Special Topics: Careers in Writing Arts
Professor Reynolds
April 1, 2012
How to Become a Copywriter
ABSTRACT
My inspirations to achieve a Master's degree in copywriting stem from my likeness to be creative with writing. Looking at writing as an art, I think my ability to play with words and invent phrases will allow me to find success as a copywriter. In this project, I aim to discover the pros and cons of working as a copywriter. In my research, I seek to discover if copywriters find better work freelancing or as a hired salary for an advertising company. Targeted sources for conducting my research have developed from surfing the internet for key information, books, and through interviewing a professional copywriter already flourishing in the field.
Introduction
The copywriting profession is more than just writing copy. Rather, it is more like performing a series of tasks that aim to sell. This means that as creative director, one can work a steady writing job that involves ongoing research and an infinite expression of creative ideas. These wide varieties of tasks include visual images, scripts, jingles, slogans, brainstorming, and more. There are various routes a writer can take to become a copywriter and here I will explain the steps that can be taken along the way.
An Education
A first major route to becoming a creative director is to get a college education. College allows multiple steps forward in accomplishing your dream career as copywriter by allowing the young writer to gain experience, practice, network, build a portfolio, take courses that will help you specify in one area, and study the craft. It is possible to accomplish all these steps without college, but it is much more difficult because the writer will have to follow his or her own route instead of traveling one already paved. Robert W. Bly, the author of “Careers for Writers” notes that “A broad liberal arts education is the best training for copywriters because they have to combine specific product knowledge with general knowledge of people, places, events, and the world at large to come up with advertisements that sell the product by making it relevant to the consumer’s life,” (86). The class work and projects completed in courses that focus on advertising, marketing, and writing can be used for your portfolio of samples later down the road when applying for the big job. Getting involved in extra curricular activities such as the college newspaper, the ad club or a public relations organization will help generate more practice, experience, and will allow for social networking.
Without attending college, an aspiring advertising writer would have to create samples for a portfolio on his or her own time, attend community events or an advertising organization to network, and will have to self-teach to learn about tactics in advertising. Successful copywriter John Kuraoka argues that after a Bachelor’s degree is completed, a Master’s degree is not necessary to have but will still remain useful. “…a Master’s is not necessary for copywriting, and the two years it would require would be better spent getting your career started,” (2012).
Specialize in One Area
Numerous copywriters such as Robert Lerose and John Kuroaka advise that writers should specialize in an area that most interests them. According to Bly’s book, “Careers for Writers” Lerose exemplifies this advice: ‘If I wanted to do direct mail, I’d work for a DM agency. If I wanted to write speeches, I’d work for a PR firm,’ (84). Through practice, extra curricular activities and courses, college gives writers a chance to get experience in different areas so that he or she can get a feel for what they enjoy doing most. If a writer chooses to depend on their talent alone, he or she can practice copy writing a variety of projects to develop a feel for what they like doing best.
Experiences working in a creative department or for an internship can also help an advertising writer to find out what area he or she most excels in and what they enjoy most. “…look for opportunities that will give you what you need. Maybe you need to ask for more broadcast assignments. Or, maybe you need to look for a job at an ad agency that has more broadcast work. In any case, keep polishing your [portfolio],” says Kuroaka (2012). As a copywriter, if you find later on in your career that you are not happy with the work you are creating, you can always switch your profession to another area you prefer more.
Always Social Networking
Copy writer and author Daniel Dessinger stresses the importance of networking in his article “5 Steps to Become a Copywriter”: “I will tell you this secret: the amount of success I have enjoyed is directly proportionate to the amount of networking I have done,” (2007). Meeting new people, especially those who are already working for a major sales company or agency can be a golden ticket to a steady copywriting job. Besides attending clubs and organizations, other ways to network can be blogging, using Twitter, talking to new people in your daily routine, and passing out a business card with your contact information. By adding new people of importance to your contact list, you can gain access to possible mentoring in the copywriting field, internships, and feedback on your work for improvement. Having a part time job in sales doing something simple such as working cashier or on the sales floor can also lead to positive social networking.
Freelance, Agency, or Both?
There are many advantages and disadvantages to freelancing as there are working for an agency. In my interview with Creative Director Richard Lehmann from West Caldwell, NJ, he mentions that at an agency, a writer will work with a variety of clients doing multiple tasks, but when freelancing, a writer can easily get stuck doing a million tasks for just one client (Brown 2012). When freelancing, the copywriter can work on his or her own time by communicating with the client. When working at an agency, you will be working with an entire team of co-workers and earning a steady salary with steady hours. Lehmann also points out that a downside to working for an agency depends on how well you get along with your co-workers (Brown 2012).
An aspiring copywriter can obtain a job at an agency by applying to the position with a resume, cover letter, and most importantly, the portfolio. Another way to get a position at an agency is through internships that can lead to a hire. When starting out, the position will be low along with the pay, but as more years go by and the experience level goes up, so will the salary. Bly explains a career path tactic of starting off at a larger advertising company and then after a couple years of experience there, look for a higher position available at a smaller agency. “When you make this move, you’ll get a more senior position, more money, and more managerial experience,” (95). Another pro about working for an agency is the exposure. Kuraoka adds, “At an ad agency, you’ll get to work on accounts with names people know. More important, you’ll learn the ins and outs of the advertising business,” (2012).
To freelance, one must promote their work by providing samples on an online portfolio such as a website. Freelance copywriters must negotiate prices with clients. Speaking from his own mistake, Dessinger warns not to have a cocky attitude and to keep your ego low because it can easily cause you to lose clients. Dessinger explains “Most people won’t succeed using this tactic because you get the privilege of being picky by first developing a reputation of excellence and credibility. It’s the people in demand for the reputation as a copywriter who get to turn down work or refuse to negotiate,” (2007). Work will be guaranteed as long as the prices are kept reasonable.
An advantage to freelancing is that it helps gain experience and builds the portfolio while making some money. It is convenient to do especially if you are still taking college classes, working an internship, or working another job. Working both a job and freelancing can cause a heavy work load that may take up much of your time.
Review and Evaluate
Even after college, a potential copywriter should constantly read up on current advertising trends, and keep studying people daily to keep up with the profession. Media trends and advertising tactics are always changing. “The best copywriters continue to be students throughout their lives and are interested in practically everything,” says Bly. (86). Once you have over ten years of experience and are making good figures, review and evaluate the work done and see how it can be improved further. By doing this, you may find new opportunities that will lead to a bigger shift in your growing career. John Kuraoka suggests reviewing your work as a copywriter once a year (2012).
Lastly, the best thing about being a copywriter is that “…you’ll have enjoyed the thrill of overhearing complete strangers talking about one of your ads,” (Kuroaka 2012).
Works Cited
Dessinger, Daniel. "5 Steps to Become a Copywriter | CultureFeast." 5 Steps to Become a Copywriter | CultureFeast. CultureFeast, 22 May 2007. Web. 20 Mar. 2012. <http://www.culturefeast.com/5-steps-to-become-a-copywriter/>.
What sets this article apart from others is that it gives 5 strong facets to becoming a copy writer that doesn’t just explain the typical career route. Instead it focuses on the mental and goal oriented aspects one needs to be successful towards gaining a career in copy writing. The comments at the bottom of the article help provide feedback from other users who are also interested in becoming a copy writer. The author Daniel Dessinger presents an updated honest brief at the end of the article which gives the piece reliability. Not being egotistical, networking much, and developing a specialty are a few of the essential points Dessinger states an ideal copy writer should have.
Kimmie. "How to Write a Query Letter - Writing.Com." (2004). The Online Community for Writers. 21x20 Media, Inc. Web. 20 Mar. 2012. <http://www.writing.com/main/view_item/item_id/844651-How-to-Write-a-Query-Letter>.
This web page gives a step by step synopsis on how to write a query letter. The main focus of the article focuses on the Do's and Don'ts of what one should do when attempting to write the query letter from the beginning to the end. The author, Ms. Kimmie, gives her own useful tips and advice by providing explanations of a good example and a bad example of a query letter. The examples help one to better understand what makes a perfect query letter.
Kuraoka, John. "How to Become an Advertising Copywriter." John Kuraoka, Freelance Advertising Copywriter. John Kuraoka. Web. 20 Mar. 2012. <http://www.kuraoka.com/how-to-become-an-advertising-copywriter.html#portfolio>.
John Kuroaka publishes his own insider’s experience as a copywriter on his own home made website. Through sharing his own career journey on the internet he teaches other aspiring copywriters how to achieve their own career goal. The layout of the website contains head lines with paragraphs explaining tips, tricks, and honest personal advice on what steps to take to become a copywriter. Pages in the site also show examples provided as well as Kuroaka's own work. This simple site which is easy to read will make you feel like being a copywriter is implausible, and that it can be accomplished without having a degree in advertising. Interestingly enough, Kuoaka created the world’s first free online mentorship program for aspiring advertising copywriters.
Kuther, Tara. "All About the Graduate Admissions Essay." About.com Graduate School. The New York Times Co. Web. 20 Mar. 2012. <http://gradschool.about.com/od/essaywriting/All_About_the_Graduate_Admissions_Essay.htm>.
This website provides a series of links which emphasize on various ways to achieve writing the personal statement. Each link leads to an article written by Tara Kuther, a college professor and author with a PhD who is a guide for About.com. Here you will easily find specific answers for your basic questions about writing the personal statement. The articles Include informative information about statements as well as advice, such as what the statement is, how to write, it, how to avoid writer’s block, and how to write in the first person.
"Richard Lehmann." Telephone interview. 12 Mar. 2012.
Richard Lehmann from West Caldwell, NJ is an experienced copywriter who took the time to answers my questions about the copy writing career. Lehmann provided his own insight to what a copy writer does, what salary they make, and what he thinks is good and bad about the profession. He currently works as creative director for an advertising and public relations agency called Fiore Associates.
"Tanya Ringo." Personal interview. 2 Mar. 2012.
An audio recording of Tanya Ringo explains the story of a child who did not know she was adopted until the age of 25 years old. Currently working in retail management residing in Browns Mills, New Jersey, Tanya continues to search for her family relatives in order to regain a lost relationship with them. Her adoption story is unique because her parents were exactly the same ethnicity as she is, which is why she never knew she was adopted. Tanya's biography and struggle to find her biological relatives would make a great story to be pitched to an editor of a magazine.
Bly, Robert. "Careers in Advertising." Careers for Writers. Lincolnwood, IL: VGM Career Horizons, 1996. 83-96. Print.
Author Robert Bly gives his own advice and opinion on what it takes to specifically become a copywriter. The chapter is broken down by specific sections that elaborate on the most successful ways to accomplish a dream writing career in advertising. A useful variety of information about the career such as what salaries creative directors can make, what is best to wear to an interview for an advertising position, and how one can move up once they have nabbed the job proves extremely helpful.
Special Topics: Careers in Writing Arts
Professor Reynolds
April 1, 2012
How to Become a Copywriter
ABSTRACT
My inspirations to achieve a Master's degree in copywriting stem from my likeness to be creative with writing. Looking at writing as an art, I think my ability to play with words and invent phrases will allow me to find success as a copywriter. In this project, I aim to discover the pros and cons of working as a copywriter. In my research, I seek to discover if copywriters find better work freelancing or as a hired salary for an advertising company. Targeted sources for conducting my research have developed from surfing the internet for key information, books, and through interviewing a professional copywriter already flourishing in the field.
Introduction
The copywriting profession is more than just writing copy. Rather, it is more like performing a series of tasks that aim to sell. This means that as creative director, one can work a steady writing job that involves ongoing research and an infinite expression of creative ideas. These wide varieties of tasks include visual images, scripts, jingles, slogans, brainstorming, and more. There are various routes a writer can take to become a copywriter and here I will explain the steps that can be taken along the way.
An Education
A first major route to becoming a creative director is to get a college education. College allows multiple steps forward in accomplishing your dream career as copywriter by allowing the young writer to gain experience, practice, network, build a portfolio, take courses that will help you specify in one area, and study the craft. It is possible to accomplish all these steps without college, but it is much more difficult because the writer will have to follow his or her own route instead of traveling one already paved. Robert W. Bly, the author of “Careers for Writers” notes that “A broad liberal arts education is the best training for copywriters because they have to combine specific product knowledge with general knowledge of people, places, events, and the world at large to come up with advertisements that sell the product by making it relevant to the consumer’s life,” (86). The class work and projects completed in courses that focus on advertising, marketing, and writing can be used for your portfolio of samples later down the road when applying for the big job. Getting involved in extra curricular activities such as the college newspaper, the ad club or a public relations organization will help generate more practice, experience, and will allow for social networking.
Without attending college, an aspiring advertising writer would have to create samples for a portfolio on his or her own time, attend community events or an advertising organization to network, and will have to self-teach to learn about tactics in advertising. Successful copywriter John Kuraoka argues that after a Bachelor’s degree is completed, a Master’s degree is not necessary to have but will still remain useful. “…a Master’s is not necessary for copywriting, and the two years it would require would be better spent getting your career started,” (2012).
Specialize in One Area
Numerous copywriters such as Robert Lerose and John Kuroaka advise that writers should specialize in an area that most interests them. According to Bly’s book, “Careers for Writers” Lerose exemplifies this advice: ‘If I wanted to do direct mail, I’d work for a DM agency. If I wanted to write speeches, I’d work for a PR firm,’ (84). Through practice, extra curricular activities and courses, college gives writers a chance to get experience in different areas so that he or she can get a feel for what they enjoy doing most. If a writer chooses to depend on their talent alone, he or she can practice copy writing a variety of projects to develop a feel for what they like doing best.
Experiences working in a creative department or for an internship can also help an advertising writer to find out what area he or she most excels in and what they enjoy most. “…look for opportunities that will give you what you need. Maybe you need to ask for more broadcast assignments. Or, maybe you need to look for a job at an ad agency that has more broadcast work. In any case, keep polishing your [portfolio],” says Kuroaka (2012). As a copywriter, if you find later on in your career that you are not happy with the work you are creating, you can always switch your profession to another area you prefer more.
Always Social Networking
Copy writer and author Daniel Dessinger stresses the importance of networking in his article “5 Steps to Become a Copywriter”: “I will tell you this secret: the amount of success I have enjoyed is directly proportionate to the amount of networking I have done,” (2007). Meeting new people, especially those who are already working for a major sales company or agency can be a golden ticket to a steady copywriting job. Besides attending clubs and organizations, other ways to network can be blogging, using Twitter, talking to new people in your daily routine, and passing out a business card with your contact information. By adding new people of importance to your contact list, you can gain access to possible mentoring in the copywriting field, internships, and feedback on your work for improvement. Having a part time job in sales doing something simple such as working cashier or on the sales floor can also lead to positive social networking.
Freelance, Agency, or Both?
There are many advantages and disadvantages to freelancing as there are working for an agency. In my interview with Creative Director Richard Lehmann from West Caldwell, NJ, he mentions that at an agency, a writer will work with a variety of clients doing multiple tasks, but when freelancing, a writer can easily get stuck doing a million tasks for just one client (Brown 2012). When freelancing, the copywriter can work on his or her own time by communicating with the client. When working at an agency, you will be working with an entire team of co-workers and earning a steady salary with steady hours. Lehmann also points out that a downside to working for an agency depends on how well you get along with your co-workers (Brown 2012).
An aspiring copywriter can obtain a job at an agency by applying to the position with a resume, cover letter, and most importantly, the portfolio. Another way to get a position at an agency is through internships that can lead to a hire. When starting out, the position will be low along with the pay, but as more years go by and the experience level goes up, so will the salary. Bly explains a career path tactic of starting off at a larger advertising company and then after a couple years of experience there, look for a higher position available at a smaller agency. “When you make this move, you’ll get a more senior position, more money, and more managerial experience,” (95). Another pro about working for an agency is the exposure. Kuraoka adds, “At an ad agency, you’ll get to work on accounts with names people know. More important, you’ll learn the ins and outs of the advertising business,” (2012).
To freelance, one must promote their work by providing samples on an online portfolio such as a website. Freelance copywriters must negotiate prices with clients. Speaking from his own mistake, Dessinger warns not to have a cocky attitude and to keep your ego low because it can easily cause you to lose clients. Dessinger explains “Most people won’t succeed using this tactic because you get the privilege of being picky by first developing a reputation of excellence and credibility. It’s the people in demand for the reputation as a copywriter who get to turn down work or refuse to negotiate,” (2007). Work will be guaranteed as long as the prices are kept reasonable.
An advantage to freelancing is that it helps gain experience and builds the portfolio while making some money. It is convenient to do especially if you are still taking college classes, working an internship, or working another job. Working both a job and freelancing can cause a heavy work load that may take up much of your time.
Review and Evaluate
Even after college, a potential copywriter should constantly read up on current advertising trends, and keep studying people daily to keep up with the profession. Media trends and advertising tactics are always changing. “The best copywriters continue to be students throughout their lives and are interested in practically everything,” says Bly. (86). Once you have over ten years of experience and are making good figures, review and evaluate the work done and see how it can be improved further. By doing this, you may find new opportunities that will lead to a bigger shift in your growing career. John Kuraoka suggests reviewing your work as a copywriter once a year (2012).
Lastly, the best thing about being a copywriter is that “…you’ll have enjoyed the thrill of overhearing complete strangers talking about one of your ads,” (Kuroaka 2012).
Works Cited
Dessinger, Daniel. "5 Steps to Become a Copywriter | CultureFeast." 5 Steps to Become a Copywriter | CultureFeast. CultureFeast, 22 May 2007. Web. 20 Mar. 2012. <http://www.culturefeast.com/5-steps-to-become-a-copywriter/>.
What sets this article apart from others is that it gives 5 strong facets to becoming a copy writer that doesn’t just explain the typical career route. Instead it focuses on the mental and goal oriented aspects one needs to be successful towards gaining a career in copy writing. The comments at the bottom of the article help provide feedback from other users who are also interested in becoming a copy writer. The author Daniel Dessinger presents an updated honest brief at the end of the article which gives the piece reliability. Not being egotistical, networking much, and developing a specialty are a few of the essential points Dessinger states an ideal copy writer should have.
Kimmie. "How to Write a Query Letter - Writing.Com." (2004). The Online Community for Writers. 21x20 Media, Inc. Web. 20 Mar. 2012. <http://www.writing.com/main/view_item/item_id/844651-How-to-Write-a-Query-Letter>.
This web page gives a step by step synopsis on how to write a query letter. The main focus of the article focuses on the Do's and Don'ts of what one should do when attempting to write the query letter from the beginning to the end. The author, Ms. Kimmie, gives her own useful tips and advice by providing explanations of a good example and a bad example of a query letter. The examples help one to better understand what makes a perfect query letter.
Kuraoka, John. "How to Become an Advertising Copywriter." John Kuraoka, Freelance Advertising Copywriter. John Kuraoka. Web. 20 Mar. 2012. <http://www.kuraoka.com/how-to-become-an-advertising-copywriter.html#portfolio>.
John Kuroaka publishes his own insider’s experience as a copywriter on his own home made website. Through sharing his own career journey on the internet he teaches other aspiring copywriters how to achieve their own career goal. The layout of the website contains head lines with paragraphs explaining tips, tricks, and honest personal advice on what steps to take to become a copywriter. Pages in the site also show examples provided as well as Kuroaka's own work. This simple site which is easy to read will make you feel like being a copywriter is implausible, and that it can be accomplished without having a degree in advertising. Interestingly enough, Kuoaka created the world’s first free online mentorship program for aspiring advertising copywriters.
Kuther, Tara. "All About the Graduate Admissions Essay." About.com Graduate School. The New York Times Co. Web. 20 Mar. 2012. <http://gradschool.about.com/od/essaywriting/All_About_the_Graduate_Admissions_Essay.htm>.
This website provides a series of links which emphasize on various ways to achieve writing the personal statement. Each link leads to an article written by Tara Kuther, a college professor and author with a PhD who is a guide for About.com. Here you will easily find specific answers for your basic questions about writing the personal statement. The articles Include informative information about statements as well as advice, such as what the statement is, how to write, it, how to avoid writer’s block, and how to write in the first person.
"Richard Lehmann." Telephone interview. 12 Mar. 2012.
Richard Lehmann from West Caldwell, NJ is an experienced copywriter who took the time to answers my questions about the copy writing career. Lehmann provided his own insight to what a copy writer does, what salary they make, and what he thinks is good and bad about the profession. He currently works as creative director for an advertising and public relations agency called Fiore Associates.
"Tanya Ringo." Personal interview. 2 Mar. 2012.
An audio recording of Tanya Ringo explains the story of a child who did not know she was adopted until the age of 25 years old. Currently working in retail management residing in Browns Mills, New Jersey, Tanya continues to search for her family relatives in order to regain a lost relationship with them. Her adoption story is unique because her parents were exactly the same ethnicity as she is, which is why she never knew she was adopted. Tanya's biography and struggle to find her biological relatives would make a great story to be pitched to an editor of a magazine.
Bly, Robert. "Careers in Advertising." Careers for Writers. Lincolnwood, IL: VGM Career Horizons, 1996. 83-96. Print.
Author Robert Bly gives his own advice and opinion on what it takes to specifically become a copywriter. The chapter is broken down by specific sections that elaborate on the most successful ways to accomplish a dream writing career in advertising. A useful variety of information about the career such as what salaries creative directors can make, what is best to wear to an interview for an advertising position, and how one can move up once they have nabbed the job proves extremely helpful.