There are no digital copywriters.

A copywriter is a copywriter.

Copywriting is a craft and just like any craft those who practice it adapt their craft as needed.

Words are words.

When you understand language and wordplay you can use that skill in any place where words are needed to communicate a message.

Mediums are just mediums.

Prior to the introduction of television in our lives those who possessed the title 'copywriter' were primarily responsible for working on print and radio advertising. So where did advertising agencies find the wordsmiths needed to develop television commercials? Surely none existed on this planet. Maybe NASA could assist, maybe they lived in a far off galaxy and could master this new visual wizardry as obviously nobody had the skills on this spinning rock we live on.

But no, all was not lost. Those who plied their trade in the aforementioned print and radio realms used their skills to master a new medium. It was just a medium and words are words.

I still remember when commercial photographers, who had only used film, were suddenly confronted with the new world of digital photography. En masse they all threw their cameras into dumpsters and changed careers, some became circus jugglers, some turned to railroad construction, while others simply gave up and opted to live on deserted islands far from this new technology.

Of course they did nothing of the sort, they simply adapted to the new format. After all it is their eye, their honed skill of knowing what to capture and then using their hands to do the work and finally one finger to press a button that delivers the final image. That's what makes a photographer a photographer.

The same can be said of a copywriter. It is their eye they used to read many a word and book, coupled with their honed skill for knowing how to arrange, play with, and capture the right words and then use their hands to do the work and finally use one finger to put that period on a line that delivers the final message. That's what makes a copywriter a copywriter.

So, with all this being said, it still amazes me when I see ads for 'Digital Copywriter Wanted'. The request itself is redundant and misguided. It is either from someone with no actual knowledge of copywriting or someone playing some sort of ageism game, which happens more often than not from what I have heard.

If it's a catchy headline that's needed, be it for a digital screen or a printed surface, the same rules apply.

If it's a compelling story that needs to be told, no matter what the medium, the same rules apply.

If it's some enticing copy that's needed to draw a reader in and inform them as to why it would be a smart decision to buy a particular brand, product, or service, the same rules apply.

Craft is craft.

Digital is far from new in 2018. I still remember writing copy for the digital space back in 1998. Twenty years is a long time ago, we've come a long way since then. But the funny thing is the words haven't changed. Last time I checked the English dictionary it seemed oddly familiar to the book I used to study back in my school days. Some things never change, thankfully.

Any copywriter worth their title can write for all manner of print, television or video content, radio, and yes digital. They should also be able to write for packaging, signage, and even IKEA instructions. Okay, IKEA instructions may be a stretch, nobody can understand them no matter how well they are written. But you get my point, hopefully.

In an age of LOL's, OMG's, and ROTFL's I fear we may just lose the craft of copywriting. The subtle art of word seduction, energetic wordplay, and dialog dances.

The only way to save it is to respect it and those who know it. The ones who have honed their craft can of course pass on their knowledge to those wishing to perfect it and thus the cycle continues.

Let's hope that common sense prevails and this mystical title of 'digital copywriter' is once and for all banished to history and acknowledged as a bad joke that somehow got out of hand.

Now if you'll excuse me I have some other words to write.

Rodd

I'm a Creative Director / Writer / Strategist / Thinker and a bit more. I work with clients/brands directly and with agencies and production companies. I also teach creative thinking and idea generation to groups and individuals. You can read more of my LinkedIn musings here. You can also find me on Twitter,  Instagram and on Facebook. Or drop me an email – [email protected]

Words (aside from credited quotes) Copyright Rodd Chant 2018

#creative #creativity #passion #creativelife #ideas #inspiration #creativecareers #curious #thinking #create #advertising #brands #marketing #content #copywriting #digital