Careers in Copywriting Part 1 : what does a copywriter do?

What does a copywriter do?

?

Besides writing ad copy, there’s…

NewBusiness Photojournalist Videoproduc3on

DigitalContent PR&Events Research

Adver3singagency

Nonprofitagency

Sportsmarke3ng

Poli3calcampaigns

Eventmarke3ngagency

Salespromo3onagency

Corporatecommunica3ons

Publicity/PRfirm

Publicserviceorganiza3on

Journalism-print/online

Displayhouse

Outdooradver3singfirm

Employment opportunities

Copywriterforlife

Webcontent

Crea3vedirector

Writer/producer

Accountplanner

Accountexecu3ve

Speechwriter

Author

Journalist

Socialmedia/web

Blogger/influencer

Adver3singmanager

Freelancewriter

Crea3veconsultant

Chances are your job five years from now has not even been invented

Career paths

You will change jobs…often.

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Bob SmithCopywriterAssoc, Creative DirectorCreative DirectorContent Specialist

ABC MarketingBIGASS AGENCY The DISRUPTERS ABC Marketing II

•Work environment •Career enhancement •Compensation •Lifestyle changes •Whatever

COPYWRITINGvs.CONTENT WRITING

8

Persuade and motivate Inform and engage

You will probably write more digital content than print advertising.

You will probably produce more web videos than TV commercials.

NobodyreadsanymoreAdver=singisavisualbusiness

80% of the brain is dedicated to visual processing • Visual processing is not new, it’s part of our history • Written language originated from drawing and sketching

PIZZA

SEX

SPORTS

VISUALPROCESSING

Wecoulddrawbeforewecouldwrite

You should appreciate the balance between art and copy

BUT YOU STILL NEED TO KNOW HOW TO

WRITE

You don’t have to be an artistBut you should have some understanding of good design

DESIGNER OR WRITER, YOU HAVE BE

CREATIVE

Fame

Fun!

Fortune

SO WHAT’S IN IT FOR

ME?

“Creatives are the rock stars of marketing”

Sometimes they don’t improve with age

Sometimes they play county fairs instead of stadiums

“In the ad game, the days are tough, the nights are long and the work is

emotionally demanding...

…but it’s worth it, because the rewards are shallow, transparent and meaningless.”

ANONYMOUS COPYWRITER

How much will I make?(it’s not always about the money)

CEO multinational

$3Msalary

BONUS

PERKS

OPTIONS

VP Creative Director

major NYC agency

$175-$300K+bonus+perks

Sr. Creative Director Midwest Agency

$106K+bonus/perks

$35-$43K

Bonus?Perks?

Entrylevelcopywriter/designer

CMO $1.5MAd manager $90K

Sr. AE $89.5K

AE $69.2K

Sr. Art/Copy $68.5K

Jr. AD/Copy $45.5K

Designer $63.7KProd. Mgr $72.7K

Web Design $65K

Web Developer $85K

Web Content $65K

Web Program $75K

National Average-Salaries 2017 projections (composite of various sources)

National Average-Salaries 2017 projections (composite of various sources)

How much will I make?

•Insurance•401K•Vaca=on•Car•Cell•Cable•Parking

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•Companyculture•Companybrand(forfuturejob)•Pres=giousclients(forfuturejob)•Enjoyingwhatyoudo•Havingagreatboss(mentor)

and then there are the perks

• Base Salary•Bonus•Perks

All of which depend on…

TOTAL COMPENSATION

Your value to clients

The economic health of your employer

The general economy

If you REALLY want to see what a career in advertising is all about …

Truth in Advertising 1 (Rated R)When I Grow Up I Want to be in Advertising

…but really won’t get it until you’ve been working 5 years