The Copywriting Marketplace

1
Chapter 1

• The Copywriting Marketplace

2
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

3

• 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.

4
Copywriting involves a knowledge of

• Language
• visual imagery
• the human psyche

5
Jobs in CopywritingFreelance

• 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

6
Jobs in CopywritingFreelance

• 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

7
Jobs in CopywritingFreelance

• 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

8
Jobs in CopywritingFreelance

• 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

9
Jobs in CopywritingFreelance

• 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.

10
Jobs in CopywritingFreelance

• 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.

11
Jobs in CopywritingAdvertising Agencies

• 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

12
Jobs in CopywritingAd Agencies

• Survey covered 5,763 agency empoyees
• 51.6 men 48.4 women
• 44 of employees in smaller, boutique agencies

13
Jobs in CopywritingAd 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.

14
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

15
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

16
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

17
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.

18
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

19
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