Welcome to TCOM 2682

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Welcome to TCOM 2682
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Chapter 1

• The Copywriting Marketplace

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The world of the copywriter

• What is a copywriter?
• A person who writes copy for an organization
• As different than a scriptwriter
• As opposed to a media journalist
• Copy
• short piece of written craftsmanship that
  propels, promotes, defines and ultimately helps
  to pay the bills for every carrier of electronic
  media programming.
• Nationwide market

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A copywriter practices a disciplined form of
creativity which requires study of a subject,
identification of benefits and the generation of
useful ideas that achieve precisely defined
objectives.
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Copywriting involves a knowledge of

• Language
• visual imagery
• the human psyche

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Jobs in Copywriting

• Freelance
• Good starting place, especially for young
  writers
• May be part-time
• Ability to be creative
• Work in one or many markets
• May work with a variety of client types

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Jobs in Copywriting

• Robert W. Bly
• Sometimes called the most famous copywriter of
  them all.
• Full-time freelancer for 20 years.
• Writes
• Ads
• News releases
• Press kits
• Brochures
• Direct mail letters
• Web sites

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Jobs in Copywriting

• Robert W. Bly
• Specialty Direct Mail, because write in a more
  personal voice and allows his success to be
  measured.
• His salary numbers
• Novices 40,000 - 60,000 annually
• Veterans 75,000 - 150,000 annually
• Superstars 200,000 - 500,000

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Jobs in Copywriting

• Robert Blys method
• For copywriting, my process is to gather and
  digest research, then write headlines that
  represent different concepts until I find one
  that works. Once I pick the concept and the
  client agrees, I do a rough outline, then a first
  draft, then polish until satisfied. Most work is
  done on a PC, though I do print out and read hard
  copies with a red pencil after each draft.
  Alternating between hard copy and PC for draft
  review helps keep me fresh.

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Jobs in Copywriting

• To be most successful as a freelance writer
• Be disciplined
• Comfortable with marketing oneself
• Focus on client service
• Dont focus on assignments focus on clients
• Repeat business and word of mouth is key
• Accept rejection lessen its effect by expecting
  it. Dont personalize it. Be realistic. See it
  as an opportunity.

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Jobs in Copywriting

• Other advice
• Learn to research
• The more, the better
• You are not trying to be clever. You are trying
  to be relevant.
• Find out about the product and what would make
  people want to buy it.

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Jobs in Copywriting

• ADVANTAGES
• On the increase due to outsourcing and downsizing
  in advertising industry
• A few years ago you called in freelancers to do
  the stuff you didnt want to do. Now you call
  them in when you want something good.
• More freedom often work independently
• Room for variety, creativity
• Specialization

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Jobs in Copywriting

• DISADVANTAGES
• Not a steady paycheck
• Always promoting oneself
• The rejection
• Often pay is low
• Clients may not be responsive
• Often distanced from work after initial product
  is presented.

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Jobs in Copywriting

• Advertising Agencies
• Large, multifaceted
• Often the image media projects of the field
• Often higher pay
• More stability
• More control over work
• Often more pressure, competition
• Differences too between large and small agencies

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Jobs in CopywritingAdvertising Agencies

• 2002 Survey of Ad Agencies by Advertising Age
  showed
• Reductions in pay.
• Offering employees days off without pay.
• At three top agencies, the CEO got a 10 raise
  and CFO 7 raise
• Bonuses decreased.
• Most decline in the West Improvement in South
  and Midwest

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Jobs in CopywritingAdvertising Agencies

• Survey covered 5,763 agency employees
• 51.6 men 48.4 women
• 44 of employees in smaller, boutique agencies
• Projections for change in employment
• East Increase (36) Decrease (18) No change
  (46)
• Midwest Increase (54) Decrease (10) No
  change (37)
• South Increase (54) Decrease (8) No change
  (38)
• West Increase (35) Decrease (18) No change
  (48)
• Increases based on expansion of existing business
  accounts.

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Jobs in CopywritingAdvertising Agencies

• Most agencies report income returns and growth.
  For many, the growth was at 10
• Often offer benefits like profit sharing, stock
  options, and a company car.
• Salaries
• CEO 167,000
• Copywriter 54,000
• Lead Account Planner 70,000
• Account Executive 48,000

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Jobs in CopywritingCorporate In-House

• Often many of the benefits of advertising agency
• Security
• Benefits
• Pay
• Who has in-house
• Utilities
• Manufacturers
• Financial institutions
• Retail chains

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Jobs in CopywritingCorporate In-House

• Disadvantage
• Lack objectivity
• May not see objective view of the clients
  situation.
• May lose your edge.
• See issue from the company viewpoint, not the
  viewers.

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Jobs in CopywritingGovt/Institutional In-House

• Similar to corporate in-house
• Here often non-profit
• Practical for many charities
• Examples
• Nonprofits
• Municipalities
• Religious Organizations
• Universities

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Jobs in CopywritingIn-Station

• Much of what stations receive is generated
  elsewhere.
• There may be local spots needed
• May need to localize the national spots
• May get to be a jack-of-all-trades