What is the Copywriter?

Copywriter

 

A copywriter is the person who comes up with the ideas and words (or "copy")

that get an advertising or promotional message across clearly and effectively.

Traditionally, a copywriter's job was to create the text for advertisements,

promotional brochures, and other public relations communications.

As digital media has expanded, copywriters may also focus on writing copy

that promotes a product or a website generally.

Some web writers who produce more general copy that is not ultimately promotional,

however, may be called content writers.

 

Copywriters usually work as part of a team to develop promotional materials designed

to sell a product, service, person, or idea.

It helps to be skilled with language and very familiar with the industry of the product

they are promoting; someone who works for a confectionery company,

for example, should know the terminology and be familiar with the products

made by the company's competitors.

Knowledge of existing ad campaigns, including historic campaigns

produced by an employer, is also useful, as it can help a copywriter

set a new tone or direction while avoiding past mistakes.

 

During a typical project, the copywriter works closely with the client

and other creative team members to generate ideas.

An art director supervises the process and directs the visual side of the campaign.

From those brainstorming sessions comes a working script which will set the tone for the other elements that will set the tone for other modes of information

that may be used in conjunction with the copy, including video, music, narration, and acting.

Considerations that the creative team should keep in mind include the company’s reputation

and mission, the nature of the product, and what kind of message the company wants

to send in its advertising.

A shoe company, for example, might want a quirky, fun advertisement, while a cancer treatment center might prefer more serious copy.