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Careers in copywriting part 2

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Tips on getting and keeping a job in this highly competitive field.

Published in: Marketing
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Careers in copywriting part 2

  1. 1. Careers in Copywriting Part 2 : how do I get a job/how can I keep it?
  2. 2. What you’d like to believe… §I’m special! §There are plenty of jobs for unprepared people §My superior education gives me an edge §I know a guy who’s making $75K and I got better grades, so I should do even better §If the hack who teaches this class is doing OK, just think how successful I’m going to be
  3. 3. What many graduates lack • Basic writing skills • Computer skills for business • Presentation skills • Basic business sense
  4. 4. What potential employers say about you The good news • Energy • Embracing diversity • Technological savvy • Healthy skepticism • New ideas • Capacity to learn 4 The not so good news • Need for affirmation • Ageist • Technology as the solution, not a tool • Poor writing skills • Impatience • Basic understanding of history, economics, business etiquette
  5. 5. 
 You’re gonna need one of these
  6. 6. Introducing KILLER SANDWICH PORTFOLIO THE
  7. 7. The second best thing you’ve ever done The best thing you’ve ever done Great stuff (weed out the crap) YOURKILLERSANDWICH Why? People tend to remember the first and last thing they see
  8. 8. TERMINATE
B A D W O R K BE RUTHLESS • GET RID OF SENTIMENTAL FAVORITES • JUST BECAUSE IT WAS PRODUCED DOESN’T MAKE IT GOOD • NOBODY CARES IF YOU GOT AN A • IF IT’S NOT GOOD, MAKE IT BETTER…OR CUT IT OUT
  9. 9. NO MATTER WHAT SHAPE IT TAKES •Keep it simple •Make it visual •Heavy on print •Campaigns •Web/social media •Difficult assignments •Keep updating Mini Book Website Full Size Por5olio Thumb Drive
  10. 10. NO! NO! MAYBE You’ve GOT A CHANCE
  11. 11. ❖ name ❖ personality ❖ pertinent information ❖ showcase work ❖ contact information ❖ demonstrate capability 11 JILL SMITH,WORD DIVA PRINT VIDEO DIGITAL CAMPAIGNS @wordsmith jillsmith@linkedin.com Lsed, convallis id metus. Etiam vestibulum sem quis purus luctus cursus.Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Etiam a metus arcu. portfolios
  12. 12. don’t do this ❖ Obvious, easy clients (Nike, Wonderbra, condoms, hot sauce, energy drinks, humane society, drunk driving, Duct Tape, Sharpies, etc. ) ❖ Well established, award winning brands ❖ Too many unpractical, unaffordable concepts ❖ Spend more time on design than the idea ❖ Something you’re not proud of ❖ Someting you’re proud of, but isn’t wonderful 12
  13. 13. don’t forget ❖ Award shows get you noticed ❖ Your portfolio only gets you in the door ❖ Academic endorsements mean almost nothing ❖ Professional endorsements can mean a lot (internships, friend of a friend, co-workers) ❖ Your personality gets you the job 13
  14. 14. You will also need contacts, skills, perseverance and, most of all LUCK
  15. 15. 8 step plan for a competitive advantage
  16. 16. 1. Get lots of opinions
  17. 17. 2. CLEAN UP YOUR BOOK BAD
  18. 18. Don’t make a speech PUT ON A SHOW 3. LEARN HOW TO PRESENT
  19. 19. 4. Learn the technology (the strategy as well as the mechanics) PSID Ai
  20. 20. 20 5. Know video Script writing Pre production Cameras Techniques Editing skills
  21. 21. 21 6. NETWORK it really is who you know • join clubs • go to seminars/meetings • Linked In • build your personal brand
  22. 22. 7.Think several moves ahead Research employers Keep up to date Info interviews Work on your own Con;nually improve Plot your career path
  23. 23. 8. Get an INTERNSHIP from a master should you learn
  24. 24. Now what? You got the job!
  25. 25. Not everyone will love your work THERE IS NO CRYING IN ADVERTISING
  26. 26. and none will be as interesting as they appear in stock photos YOU WILL BE IN ENDLESS MEETINGS
  27. 27. “It must be nice to get paid just to sit around and think up stuff all day.” Clients will never understand what you do
  28. 28. Make the logo BIGGER! “This would be a great business if we didn’t have any clients.” You will never understand how clients think
  29. 29. Most of the time you won’t get no respect
  30. 30. But you can look like a total tool and still make a lot of money.
  31. 31. There will be times when you can’t believe you actually get paid for what you do
  32. 32. And then there are all the other times
  33. 33. You are only as good as you last great idea
  34. 34. And if you want to stay sane…
  35. 35. EVERYTHING…NOVELS, NON FICTION, BLOGS, MAGAZINES, ADS, WEB CONTENT, HOW TO BOOKS, NEWSPAPERS, TWEETS. EMAILS, EVEN FAKE NEWS
  36. 36. Play P L A Y T a k e t i m e o u t t o RECHARGE THE BATTERIES. SOMETIMES THE BEST IDEAS COME OUTSIDE OF THE WORKPLACE
  37. 37. R E L A X L e a r n t o TURN OFF YOUR BRAIN FOR A WHILE. DON’T WORRY, IT WILL REBOOT.
  38. 38. Ke e p t h i n k i n g CREATIVELY IT’S A 24/7 JOB
  39. 39. And write when you get work
  40. 40. 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

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