Where have all the Copywriters gone?

Why is it so hard to find a ‘real’ Copywriter these days? I see more journalists, novelists, tech writers, content writers, and academics adding "Copywriter" to their resumes, without really understanding the difference.

Believe me, I know it’s not rocket science. But there is a definite art to using words in a way that not only grabs a person’s attention, but will also compel that person to take an action – to buy a car, take a vacation, change vodkas, or even to buy a collectible set of presidential dinner plates.

Tags: copywriter, creative

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Permalink Reply by Angela Natividad on August 30, 2007 at 1:30pm

What we need to do is start an elitist movement. Then all the real copywriters will start crawling out of the woodwork - mainly to fight with each other, but at least you'll nail a few really good ones.

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Permalink Reply by Brian Schwartz on September 1, 2007 at 6:09am

It's actually pretty funny watching copywriters fight.

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Permalink Reply by TJ on August 30, 2007 at 1:47pm

from a copy standpoint...Whats the most motivating word ever used in an ad?

Think?

Do?

Beef?

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Permalink Reply by Brian Schwartz on September 1, 2007 at 6:09am

"Get." It's not pretty, but it does a great job of selling.

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Permalink Reply by Katina Beckham-French on August 30, 2007 at 4:23pm

Part of the problem is that copywriting was a devalued discipline to start with. Maybe they're hoping a company is downsizing and wants to get a "twofer."

But another part of the problem is that a lot of those lines are getting blurred, and writers of every stripe are being required to gain at least a rudimentary understanding of multiple disciplines (including copywriting) to compete in the marketplace.

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Permalink Reply by Brian Schwartz on September 2, 2007 at 10:01am

I've just always found that writers of "other stripes" have a hard time switching gears into "copy" mode. Writing in a colloquial fashion and bending grammar and puntuation rules to fit your needs is an art that takes years and years to finesse.

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Permalink Reply by Buddy 'Friendly' Wachenheimer on August 30, 2007 at 7:42pm

""""Where have all the Copywriters gone?""""" Who knows, but I wish more could be found.

I'm better than any that work with me and I'm just a salesmen. Maybe that's the difference, hmmmmmmm.

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Permalink Reply by Sunil Shibad on August 31, 2007 at 8:47am

Anyone with a keyboard thinks he or she can come up with ideas and craft copy.
With the advent of graphic programs like Photoshop, they think they are art directors.
The worse part is most clients prefer mediocre work to good ads.
Ergo, part-time copywriters prosper.

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Permalink Reply by Brian Schwartz on September 1, 2007 at 6:07am

I think designers have it easier. There's a mindset out there that if you did okay in High School English, then of course you can be a star copywriter. After all, "they're just words." The fact is that many of the skills taught in English class need to be thrown out if you want to write good copy.

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Permalink Reply by Steve McNamara on August 31, 2007 at 12:21pm

I suspect a lot of those “real copywriters” have jobs and are making, what, around a 100k for a senior writer?

Part of the problem is education and training. Where do you go to study direct response copywriting?

I’ve taken a few courses. But I’m largely self-taught, which is a life-long process.

Like Drayton Bird, I always ask copywriters interviewing for a job what books they have read about copywriting.

What’s on your shelf?