Why journalists can become great copywriters

I know I’m not the only copywriter who started out in journalism. Many ex-journos are now copywriters; using our passion for language and unique storytelling skills to create a desire for whatever brand, product or service we’ve been asked to promote.

But was the life of a copywriter what we had our heart set on when we left school and went down the journalism path? For me it wasn’t.  I wanted to write news, sport and features. I wanted to interview people. To uncover the truth. Create something with longevity. Something I’d be admired for.

Certainly something meatier than a one-line press advert to sell a gift card, or a 30 second radio script talking about anti-fraud protection. Where you don’t even get a byline.

But that’s copywriting, and when you hear the click-through rate of the email you wrote has rocketed, or when there’s a huge response to that small leaflet you wrote for a local business, you know your words made the difference. And that’s miles better than any byline.

Had I not done that journalism degree, I genuinely don’t think I’d be able to persuade people to call, click or buy stuff like I do today. So if any trained journalists out there are thinking about a change in career direction, here’s why your background gives you the fundamentals to make it in copywriting…

Drilled-in researching skills

One of the first things you learn on any journalism course is how to do thorough research. You learn about advanced web searches, how to interview people, how to scour social media and how to read whatever you can get your hands on for background information.

These skills help you when copywriting, so you can delve into a competitors’ recent activity, peruse through past ad campaigns in the industry you’re writing about and speak to potential customers so you can put yourself in their shoes.

Taking flak comes naturally

As I spoke about in a previous post, every copywriter knows what it’s like to have their work criticised by a client. Even when you’ve stuck to the brief and put your soul into the task. It takes time to develop a thick skin and not take things personally.

As a journalist, you’ve been there before, so you know how to take even the harshest critique. Whether it’s a tutor saying your story is dull, or your editor questioning your ability to cut it in journalism, you’ve survived. And even if it didn’t feel like it at the time, every single dressing-down you’ve had makes you a much tougher nut to crack as a copywriter.

Storytelling is part of the job

Journalism courses pre-2006 involved endless writing assignments about the fictional town of Oxdown, along with learning the importance of getting the who, what, when, where and why into your intro. But wherever or whenever you trained, the basic storytelling skills you learned back at the beginning can be more beneficial than ever as a copywriter.

Storytelling is one of the strongest weapons in your arsenal, and if you have a natural ability to keep a reader hooked, then you’re halfway to getting them to take action.

Honesty equals power

Most journalists start out impartial. You’re taught to be objective and to give an accurate account of all parties involved in a story. It’s only when you start working somewhere with a second agenda or political leanings that your truthfulness can go a bit skew-whiff.

So even if you’ve worked somewhere like that recently, think back to that keen, innocent writer you once were. The one who wanted so badly to report events accurately, as I did. And use it to your advantage.

One of the easiest ways to clinch a sale is by speaking the truth about whatever you’re trying to sell. Honesty can be so attractive, and if you can back up your claims with case studies or genuine reviews, even better.

How about you? Do you know of other journalism skills that translate into copywriting? Or have any copywriters made the move the other way; let us know what copywriting traits helped you become a better journalist.