Copywriters. The unsung heroes.
Everyone can write, right? Well, unless you didn’t have an education, that statement is probably correct. But can everyone write copy?
No.
Just because you can hold a pen or type on a keyboard doesn’t mean you can write copy.
Bear with me… this isn’t a rant, but I’m just building a case… err, I mean a story. And I’m not writing this to demonstrate how good a copywriter I am either.
So, where should I begin?
No-one reads copy anyway.
An Art Director from my very own team made this statement during a project we were working on together. It’s become a bit of a running joke and one I’ve heard many times (I’m sure other copywriters will have heard it too), but is there any truth in this statement?
I’m not ‘sitting on the fence’ here, but the answer is “no”…and “yes”. ‘No’ because well-written and well-considered copy that aligns to an audience, a concept, and a properly constructed strategy will have the strength to influence. The power to catapult brands into stardom. To make people smile, make them laugh, make them cry – but ultimately, make them do something positive. It should also make other copywriters say “I wish I‘d written that.”
But the answer is also ‘yes’. ‘Yes’ because sometimes it’s not copy, but inane words that masquerade as copy. Boring sentences that make audiences ‘yawn’ before they even get to the full stop.
So yes, people DO read copy if it’s interesting, relevant and reflects the brand successfully.
Copy and writing. What’s the difference?
Copywriting is a craft just like art direction. It’s not just about words and pictures, it’s about ideas and experiences. The craft can be honed, but I honestly don’t believe it can be learned. There’s an inherent art to copywriting, one that is part of a person’s natural abilities. Trust me, I’m not being arrogant, it’s just like the difference between someone who can use InDesign and someone who can use InDesign to create wonderful, impactful, crafted results. They can both learn InDesign, but only one of them has the in-built ability to actually design.
Which brings me to my title subject...
The unsung heroes.
“Ooooh that looks nice”, and ‘thanks for sorting those Credentials, they look incredible”, or “I love how this page is working”, and “great work.”
These statements are what copywriters hear every day…about their art director and designer co-workers. And although we copywriters work on the same projects, no-one ever walks by and says “I bloody love the copy”, or even “that ad sounds great.”
But we get it. I guess if the copy was bad, we’d hear about it, but just occasionally it would be good to hear a bit of appreciation for great copy.
How do you know if you’re not the real deal?
Whenever I’ve had an interview, there are always the questions; “do you think visually?”, “what’s the best copy you’ve ever written?”, “are you happy writing short and long copy?”, and “can you write for multiple audiences and different client sectors?” These questions are important, and the only way to be able to answer them truthfully is having, but not limited to:
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The above can’t be learned, but the craft and style can be honed, improved, adapted. It should all come naturally. What can be learned, however, are the subjects we need to and want to write about. The best copy isn’t the first draft. Re-reading, amending, and re-reading is the key to great copywriting – it’s why it’s a craft.
Every company needs a copywriter
Not everyone can write copy. It’s true that there are levels of expertise, but generally, as I’ve hopefully demonstrated here, great copy comes from a place of creativity. It’s a natural state of being.
But it’s wrong to believe that copywriters are a luxury. Every agency should have at least one copywriter and if you have an in-house design facility, you should employ a copywriter, because just because you can write, doesn’t mean you can write copy.
Nobody reads the copy anyway? Well… you got this far.
So what does great copy look and sound like?
Great copy isn’t subjective. If it’s crafted, works with the art direction, has substance to it, is relevant, pitched to the correct audience, prompts a response or reaction, is interesting enough to read, then makes the reader laugh, smile, cry, sad or angry, then it’s great copy. Whether it’s liked or not.
Filestage has collated a clutch of wonders, both in print and video – saving me the job of finding such an eclectic mix of stunning work. Stand-outs include Oatly’s controversial campaign, KFC’s apology, The Economist’s cerebral headline campaign which epitomises the importance of knowing your audience, and Burger King’s 'Confusing Times’ campaign which takes life’s experiences during the pandemic to leverage its new plant-based menu.
Even if you don’t like advertising (and let’s face it, there’s not much to like these days), these examples will make you smile. All you need is a Coke to go with it.
(I dare you not to make that connection).
Six great copywriters you should check out
Bill Bernbach
Barbara Nokes
Leo Burnett
David Ogilvy
Trevor Beattie
David Abbott