Describing Average Duties In Copywriting.
Let me try to describe what copywriters do in general. I think you’ll be grateful for this review. In small agencies a copywriter is engaged in marketing audits. He writes basic texts. I should say that these basic texts can be used to create any other kinds of promotional materials.
The amount of work for a copywriter essentially depends on the scope of business. A copywriter selling complex IT system, will write multipage brochures, tender offers and web pages. It’s clear that the copywriter specialized in chocolate, beer, chewing gum and so on can’t write about IT services and products. From the nature of the product the ratio of rational and emotional advertising in the text and graphics will depend.
Such a vital thing as time contributes into significant adjustments a copywriter’s work. I mean that there are special software which simplifies a copywriter’s work and makes much more interesting and wider than ever before. New technologies allow a copyrighter to learn about the process of creating advertising.
Thus, a “computerized” copywriter should be able to format in different ways because designers usually do not like the text and do not know how to work with it. When working on purely textual projects such as tender offers, promotional articles, materials for talks, press releases and so on a copywriter as a rule does everything by himself. If necessary, he may give the designer formatted text with empty places under the schedule at the pre-design.
Copywriters should also think over the idea of “selling” of illustrations and provide their perfect readability. All this increases the effectiveness of advertising, because a copywriter as a seller usually does not allow “creative” errors designers make very often. Copywriters who have design skills could learn the entire process, from the beginning to the end.
This may seem strange, but most work has been emasculated copywriters in modern major international agencies. These monsters transformed into the Ministry of advertising including advertising budgets of large corporations, usually producing banal products such as beer, chewing gum, gaskets, drinks and so on. This is their “creative” masterpieces which we mostly see during commercial breaks on TV and on billboards. They have to impose the idea that advertising is not supposed to be sold, but they should only entertain and make the brand famous. And they create an “emotional image” for anything as you know. After several years of work in a large network agency a copywriter can become a “seller”.
In the real business a copywriter is responsible for solving a mundane task such as to improve profits and reduce costs to sell. He has to deal with this because he has to be a real multitasker. Good luck in this absorbing creative multitasking activity.
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