Nine times out of ten, when I tell a non-advertising person what I do, the reaction is, “A copywriter, huh? Gee, that sounds like fun. I’ll bet I could do that.” Usually I just laugh and say, “well, it’s a lot harder than you’d think.” But every so often, I get someone who’s more determined. Someone who really wants to know what it’s all about. Here’s what I wish I could tell them:
So you want to be a copywriter. That’s great. Really, it is. As a profession, there’s a lot to recommend it. I mean, really. You get paid to make things up. How bad can it be, right?
But here’s the thing. Unlike a novelist, playwright or, errr, blogger, you’re getting paid to make things up. Not just for your own satisfaction, but for the purposes of selling things. Your job is to move products, raise awareness and, ultimately, make people money. You won’t see the cash – your salary will remain roughly the same no matter how brilliant the idea (until, that is, the next job comes along), but other people are depending on you to make their bank accounts grow.
Which means the things you make up? The perfect sentences you pull, screaming, out of your bleeding brain and on to the page? Will be judged by others. Lots of others. And those people are not always nice.
Sure, sometimes you’ll be petted and praised. Told you’re brilliant, that your words are art and your skills are legendary. And that will feel nice. Really, really nice.
But there will be other times. Lots and lots of other times. Times when your prose is tossed aside. Dismissed. Thought not to be worth the paper they’re written on. And worse, there will be occasions when your ideas are openly scorned. When criticism is heaped upon them – on you – until you’re six feet deep in the sucking mud of shame and failure.
That doesn’t feel so good.
It’s all part of the game. Victory and defeat. Soaring highs and soul-shattering lows. Days spent giggling through the effervescent bubbles of champagne and nights spent viewing the world through the bottom of a bottle of bourbon.
So, before you announce to the world that you’re going to be a copywriter, have a talk with yourself. Decide whether you can handle having your babies plucked from you, prodded and poked and found wanting. Because they will be – and it will hurt.
Over time, it will hurt less. Your skin will grow thicker. You will grow more jaded. But your ideas will always be precious to you, and your belly will always have soft spots – providing the perfect place for a sharp word to impale you.
And if you think you can? If you’re willing to embrace the pain in order to let your words fly? Then I’d like to be the first to welcome to the writerhood. You’re in for a crazy ride – and a career that never gets old.
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I’ve worked at ad agencies nearly all of my career, so I totally understand your pain! I’m in media – not brave enough for creative – but we get our share of abuse too. I thought ad agencies were so cool… now I know the truth. Yes, I’ve had putting greens, massage chairs, and ping-pong tables in the office. But we never had time to use any of those things! Too busy in the sweat shop.
Never had a putting green. That would be interesting. But you’re right, there’s not nearly enough time to appreciate the perks.
I hear you! I used to have my own copywriting business. It’s brutal. The clients never know what they want, but they can always tell you – after you’ve written a lot of copy – what they don’t want. It’s not a business for the weak.
Missy @ Wonder, Friend recently posted..About Writing Also- Playing Pretend
Yep, yep and yep. But it’s better than a lot of office jobs and requires no math, so I’ll take it!
Eloquently written Amber and so true. You know I’m on the client side of the biz but I understand how hard creative people work. I try to show my appreciation and be a good client by not looking at work before the team calls to
present it and by giving feedback they can actually act on. My guys have told me you can’t believe how many people can’t properly articulate their comments, which leaves them in a tough place when it comes to revising work.
Yours is a tough, but I’m sure at times gratifying job.
Sounds like you know exactly what your creatives need…and I’m sure they appreciate it. As a writer yourself, you get it, which is the best kind of client to have!
The daily pain of having your words labored over by others will never go away. I hate it. I hate that I spend hours crafting the perfect sentence or thought only to have someone come along do a cursory glance and change it all. I reserve the right to be wrong, but I get frustrated when I spent so much time thinking and someone else with a higher pay grade is able to trump my ideas simply because of their title.
But, I worked really hard to have my dreams trampled on a daily basis, so I guess I can’t complain too much! (Or can I?)
Kelli recently posted..I made a movie
Complaining is a healthy part of the process. It’s right up there with procrastinating, in fact. I, for one, am highly suspicious of people who don’t complain.
I can’t tell you how many times I’ve gotten a cold call from a fellow university alum asking about how they can go about getting an agency copywriting job. I usually volunteer to review their portfolio. And more often than not, I’m met with a long pause, followed by “Oh, you need a portfolio?”
Still, I wouldn’t switch careers for anything.
Marketing Mommy recently posted..We survived our first bout with lice
It’s amazing how little people know, isn’t it? I’m with you though…there’s nothing I’d rather do (other than publish a best-selling novel that I magically wrote in my sleep that gets turned into an Oscar-winning screenplay and a Tony award-winning musical).
My friend does this for a living, and he is always, always working. I don’t envy the pressures he faces, although when something works, it is quite the rush. Or so I imagine.
It is. That’s what keeps us going, I think. That and just a few screws loose in our brains…
Oh, lady… been there done that! You described it to tee!
Everyone who’s ever had to write for money can relate to this one I think (sips wine, licks wounds).
You speak the truth, lady. Copywriting surely isn’t for the faint of heart. My mantra is “Everyone is a copywriter.” And it becomes more of a reality everyday
Amber recently posted..Scenes from the CTA- Awkward convos and questions
Amen, sister. But the day I see a client wanting to put “LOL” in an ad is the day I hang up my laptop for good.