Emojipedia, Semrush and TINDER think we're hot

Hi, hello, HOW ARE YOU DOING?

We wanted to start off by telling you what's coming up (so if you're already a member, hiiiiii - enjoy it).

But if you're not, NOW MIGHT BE THE TIME TO JOIN US AND DITCH YOUR LURKER STATUS because we have a bunch of exciting things coming up. Things like...

?THE CHANCE TO WIN REAL COPYWRITING WORK EXPERIENCE

We've partnered with Making You Content agency (thanks Holly Pittaway ?? ) to bring members a copywriting challenge.

And the winner of THAT challenge will get real copywriting work experience at Making You Content (it can be in person OR online, so if you're located outside the UK that is totally cool!)

?A COPYWRITING CHALLENGE WITH EMOJIPEDIA

YES!

We are also partnering up with Emojipedia (the literal glossary of emojis) to host another challenge to members next month and the winner will get a customised emoji. DON'T SAY WE DON'T TREAT YOU.

?A WRITING CHALLENGE WITH SEMRUSH

Yes, it's writing challenge central. But we're also working with one of the world's biggest SEO tools - Semrush - to bring members another writing challenge. A challenge that will lead to a paid writing gig!

?COPYWRITING MASTERCLASS WITH TINDER

Meet Madeline; marketing manager at Tinder. If you join, you'll literally be able to come to a live session and ask her any and all copywriting questions.

ANYWAY, THAT'S THAT. JOIN US AND GRAB A FIRST MONTH DISCOUNTED TRIAL BEFORE IT EXPIRES AND YOU MISS OUT ON ALL THESE AMAZING THINGS...

(oh and ps. if you want more info on what Word Tonic is, check us out in LBB Online).

THIS NEWSLETTER IS WRITTEN BY AMY

AMYYYYY (hello, hi, that's me!)

Long-time Word Tonic member and 24 year old copywriter with a penchant for Chappel Roan.

ANYWWAY....As brat summer begins to sunset (or we drag it kicking and screaming into Bratumn because I’m not ready to say goodbye either) we have a lot to cover as copywriters. Lots of pumpkin spice and Halloween and oh-my-god-why-are-they-already-putting-out-Christmas-decorations-it’s-SEPTEMBER.

Maybe that last one is just me. I’m always a Grinch when autumn is being underappreciated.

Anyways, I’m doing pretty damn good and I hope you are too. If you’re new here, you might recognise my face from yapping on Word Tonic’s masterclasses this month whilst Carolyn is knee-deep in tacos. (She’s in Mexico, that isn’t a euphemism.)

Call me Carlos Sainz the way I’m smooth operatin’.Time is money, so let’s not waste any!Let’s gooooooo!'

How to write to GEN-Z

Companies know that appealing to young people is a good selling strategy.

A viral TikTok could make the difference between hitting targets or not for the year. No pressure.

So, naturally, as young writers, we’re a hot commodity.

Some brands try (and fail) to sound Gen-Z by just throwing some slang in there or hopping on trends they don’t even try to understand. Example: everyone and their dad starting every caption with ‘POV’ when it’s completely irrelevant. (Don’t get me started on that… IT STANDS FOR POINT OF VIEW, DAMN IT!)

A lot of us at one stage or another will be approached by companies with an older workforce looking for a ‘Gen-Z perspective’. A lot of the time they won’t know what that even means, other than they want to use slang and memes but don’t know how without sounding like Steve Buscemi saying, ‘how do you do, fellow kids’.

You get the brief, you do your best, you crack out what you think are some pretty funny topical lines and… they’re not a fan.

They don’t ‘get it’. What is this Jack Black as Steve from Minecraft? We want funny cats, or maybe one of those Drake template memes from 2016.

How do you balance what you think of as current and funny amongst our generation whilst still getting the bag? I’ll admit – I’ve agreed to write some pretty damn unfunny things in my time because I knew the client wouldn’t otherwise be satisfied.

I had bills to pay and they had memes from 15 years ago to laugh at. And sometimes, that’s okay. You learn pretty quickly when clients want the visibility and reach of Gen-Z without the actual chaos that comes with it .And THAT, dear reader, is the fine line between a whole generation laughing AT copy or laughing WITH copy.

Take this recent Curry’s ad.

The trend of ‘letting’ a Gen-Z colleague write the script (as if this wasn’t planned by a social media team) often works because it relies on the language being somewhat of an inside joke. It feels like we’re watching something we shouldn’t be allowed to.?We’re laughing along because it feels weird to hear someone older say in genuine earnest that ‘that barbecue is lit, no cap’.

Even if the language isn’t super up-to-date, that’s not the point. But if a company tries to seriously use that language without that slightly sarcastic tone? It feels like when a family member stops scrolling through Facebook and asks what ‘rizz’ means and you feel like some kind of internet professor trying to teach a lesson with a very straight face.

Now, do I think this trend of Gen-Z workers making Mark from Sales say ‘skibidi toilet’ is going to last? Probably not. But it shows that companies are craving fresh voices, even at the expense of making the rest of the team look silly. And I’ll always love a bit of silliness when it comes to marketing.

So whilst we may not be confined to writing our silly little internet jokes forever (or, until the iPad Gen Alpha babies get into the workforce and start calling us unfunny like Gen-Z did to the boomers) we can certainly make the most of it until then.

I just still can’t believe they got a Curry’s employee to say ‘it’s serving cu–’ in an official video.

Nature is healing..

Let's get personal

Now more than ever, our own personal values as people have such big impacts on our writing.

Paychecks are important, obviously. But as a generation we’re pretty clued in when it comes to making sure we align ourselves with things we believe in and trust. For you, that might mean making sure a brand is vegan or cruelty-free, has sustainable values to help the environment, or has structures in place to create a more diverse and equal workplace.

For me, it meant working with a disability inclusion training company which not only supported my needs as a neurodivergent writer but helped me to improve my own accessibility knowledge for future projects.

(I should take a moment to say how much of an incredible privilege it is to be able to choose what gigs you take on and be able to build a network full of like-minded copywriters. At the end of the day, we’ve all got bills to pay!)

As copywriters, we have the amazing opportunity to write pretty much anything. From itty bitty labels to the big big headlines, to everything in between, we can highlight causes that are super close to our own passions and maybe even make a difference to people reading.

Plus, finding clients or projects that align with your goals isn’t just fulfilling—it can also help you stand out in the job market, because it shows that you can write with heart, empathy, and be super diverse in your style.

Volunteering your copywriting skills for a nonprofit is one of the best ways to gain experience while supporting a cause you care about. Whether you’re writing for a charity event, social media campaign, or community initiative, you’re not only honing your skills but also building a portfolio that highlights your versatility.

Plus, working with nonprofits often opens doors to new contacts, and many times, those volunteer gigs can turn into paid projects.

My first ever writing gig was actually volunteering my skills to a local café. I had zero paid experience and asked the owner if I could help out on social media for free. I wasn’t exactly saving puppies or planting trees, but it was a great way to get experience and help someone out. Plus, I got free coffee,? the occasional toastie, and a headstart on my portfolio. So, pretty worth it.

My point is: there are a million companies out there, all trying to tell their story. You could be the one to write it and spread their good message. Or sell toilet paper. Up to you.

Isn’t copywriting beautiful like that??

Copywriter Corner

Sophie Cross - Editor + Freelancer Magazine

LinkedIn | Freelancer Magazine

*seriously go subscribe bcs it's an amazing mag!

1. What do you love most about copywriting?

Blending my loves of writing and marketing, and therefore, my other loves of creativity and business. Not to mention, other freelance copywriters are the nicest people in the whole entire universe.??

2. What’s your one top copywriting tip (related to writing better)?

Relax and enjoy it. I think you need to have the confidence to relax into your own tone of voice when writing before you can start to take on other people's (or brand's).?

3. What’s your one top copywriting career tip?

People work with people they like and people who are reliable, so if you're freelancing, these skills are more important than how well you write.?

4. What advice would you give to a GEN-Z copywriter and what advice would you give to an aspiring copywriter?

Geek out and choose yourself. The best writers are eternal students who love to keep learning about the craft and then generously share what they learn by creating posts, guides, books, blogs... This is a brilliant way to become an expert and put yourself out there.?