This document provides advice for copywriting careers, including how to get and keep a job. It emphasizes the importance of developing a strong portfolio by focusing on quality over quantity and eliminating weaker work. Interpersonal skills like networking, presentations, and learning new technologies are also highlighted. The document warns that copywriting requires perseverance, luck, and dealing with client demands and unrealistic expectations from others about the work. It stresses the importance of maintaining work-life balance and continuing to think creatively.

1. Careers in Copywriting
Part 2 : how do I get a job/how can I keep it?

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. What many graduates lack
• Basic writing skills
• Computer skills for business
• Presentation skills
• Basic business sense

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.
You’re gonna need one of these

6. Introducing
KILLER
SANDWICH
PORTFOLIO
THE

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. 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. 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. NO! NO! MAYBE
You’ve GOT A
CHANCE

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. 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. 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. You will also need contacts,
skills, perseverance and,
most of all
LUCK

15. 8 step plan
for a competitive advantage

16. 1. Get lots of opinions

17. 2. CLEAN UP YOUR BOOK
BAD

18. Don’t make a
speech
PUT ON A
SHOW
3. LEARN HOW TO PRESENT

19. 4. Learn the technology
(the strategy as well as the mechanics)
PSID Ai

20. 20
5. Know video
Script writing
Pre production
Cameras
Techniques
Editing skills

21. 21
6. NETWORK
it really is who you know
• join clubs
• go to seminars/meetings
• Linked In
• build your personal brand

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. 8. Get an INTERNSHIP
from a master should you learn

24. Now what?
You got the job!

25. Not everyone will love your work
THERE IS NO CRYING
IN ADVERTISING

26. and none will be as
interesting as they appear
in stock photos
YOU WILL BE IN
ENDLESS
MEETINGS

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. 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. Most of the time
you won’t get
no respect

30. But you can look like a total tool
and still make a lot of money.

31. There will be times when you can’t believe
you actually get paid for what you do

32. And then there are all the
other times

33. You are only as good as you last great
idea

34. And if you want to stay sane…

35. EVERYTHING…NOVELS, NON FICTION, BLOGS, MAGAZINES, ADS, WEB CONTENT,
HOW TO BOOKS, NEWSPAPERS, TWEETS. EMAILS, EVEN FAKE NEWS

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. 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. Ke e p t h i n k i n g
CREATIVELY
IT’S A 24/7 JOB

39. And write when you get work

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