Is copywriting a dying craft?

In a recent conversation with a senior creative colleague she mentioned that copywriting skills seem to be waning with younger people in advertising, well that is what she is encountering at her particular agency.

As I work for myself and no longer work in major agencies I am not exposed to the skill sets of those within the bigger shops. So I am putting the question out there - Is copywriting a dying craft? And if so, why?

Words have power and words used in a smart and intelligent way can have a major impact on a brand's communications, that's why copywriters exist.

I am going to make some guesses as to why copywriting skills may be deteriorating, but these are just assumptions that I am throwing out there.

* Education: Is copywriting being taught? Are there enough resources beyond expensive college courses to ensure people can learn and hone the skills required? Is there a need for more courses and workshops? Do agencies encourage the continued education of the craft with new staff who are just getting started in their careers? Part of great creative leadership includes the desire to help your staff grow and develop their skills. It's good for the agency and of course good for the industry.

* Reading: Hop on any train in any country and you will see the majority of people scrolling through their phones. Occasionally you will see someone with their face buried in a book, but that is becoming a rare sight. Is the lack of reading books contributing to the lack of people who have a passion for words and writing?

* Writing: The simple act of physically writing, as in with pen and paper, is something we see less and less of as people rely on their digital devices. Science has proven that the brain functions in a different way when writing things down the old fashioned way versus tapping away on a laptop or mobile device. Anyone who knows me personally can attest to the fact that you will not see me without a Moleskine and pen in hand, no matter where I am. I write daily. It can be ideas, thoughts, lyrics, poems, outlines of short stories or scripts, ideas for client projects, and more. I also have a ritual of coming up with 20 ideas a day and that too is done in my Moleskine.

* Abbreviation Culture: ROTFL. LMAO. LOL. WTF? We've all seen them and maybe some of us use them, I don't but I am not judging. But has the fact that so many people prefer to abbreviate what they write had an affect on the way so many people use language and words? Maybe, I simply don't know.

These are just some thoughts off the top of my head over my first coffee and I am sure by coffee number three I will have some more. If anyone has any other ideas as to why copywriting skills may be eroding please feel free to contribute.

The craft of copywriting has served brands well for a very long time. Yes media has evolved but words are still used and needed be it for a bus shelter poster or an ad that pops up on Instagram.

Words work.

A good headline can stop someone in their tracks, can change a person's perspective, start a thought process about an important issue, bring a tear to someone's eye, or a smile to one's face.

Words resonate.

Lines from political speeches get remembered. Lines from classic movies get recited. A few well chosen words for a brand can even become part of the vernacular - 'Just Do It' for Nike comes to mind.

Words communicate.

The simple construction of a few words can often do more for a brand than simply putting a big logo next to a photo of a celebrity holding their product.

Words build stories.

Writers can craft a story and stories work well for brands. But to write those stories you need to have a passion for words.

Copywriting is a craft, it requires an understanding of tone of voice, it is conversational, and it needs to be engaging and easily read. It's not about using the biggest words in the dictionary, it is about connecting with the desired audience and bringing them into the message.

In a cluttered media environment brands need smarter communication now more than ever to stand out and the difference between them and a competitor could be as simple as some well chosen words that make the reader react in the way those words were crafted to do.

Rodd

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Words (aside from credited quotes) Copyright Rodd Chant 2019

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