10/09/2004: "Ah, you want to be a copywriter do you?"

I have lots of people visit my site who are just dying to be a copywriter. Many think it's an easy job that doesn't require much education. Duh. To be a copywriter takes years of training and, moreover, one must be a very good salesperson.

Here is the official take on what a copywriter is and does.

COPYWRITERS write the words used in advertisements for newspapers, radio, television, magazines, and other media. Copywriters may also write publicity releases, promotional or informational booklets, sales promotion materials, or they may work on merchandising campaigns. They sometimes write radio and television commercials or trade journal articles about products or services. At times Copywriters may be called upon to edit or rewrite existing copy. Copywriters may be assigned to a variety of accounts and must be versatile enough to adjust to each new product and medium and to vary the language and tone of each message.

Agency Copywriters may also work on annual reports, sales brochures, point-of-purchase materials, instruction manuals and press releases. Some broadcasting stations employ Copywriters to prepare advertising material and station announcements. No matter the size of the operation, Copywriters
must be knowledgeable about copy writing, art and layout, space and time buying and selling copy.

In small firms, Copywriters may help co-workers fulfill these functions. The duties are varied and require thorough knowledge of the agency's operations.

Now a freelance copywriter like myself --- well, we do it all. We write anything and everything. But, to be honest, most of us specialize and don't take jobs we don't want. That is, when we've been at it long enough. When we're new and young, we have to take any job we can. At this point in my career, I choose my jobs. But that takes lots of experience and time.

How about the pay. Well, at the stage where I am and where copywriters like Joe Vitale and Bob Bly are, the pay is great. But starting out, it's miserable. You work long hours for low pay.

The average wage for Copywriters is about $40,000 per year. Assistant Copywriters earn from $27,000 to $35,000 per year. Senior Copywriters can earn $100,000 per year or more. Agency Copy Chiefs can earn up to $125,000 annually. Creative Directors, who supervise the art as well as copy work
and who are responsible for the entire process, earn up to $200,000 a year.

Although the normal workweek is 40 hours, there is considerable overtime. Compensation for overtime is at time and a half the regular rate. Peak hours of work in department stores occur most frequently before holiday seasons, and in advertising agencies during advertising campaigns.

Profit-sharing plans are becoming increasingly popular in advertising firms. Most employers offer paid holidays and vacations, retirement benefits, participation in medical, group life insurance, and hospitalization plans.

It's best to have a good liberal arts education and training in sales and marketing. But actual work, both writing and selling, is the best entry.

And if you want to go freelance, be prepared to buy your own insurance and work your royal butt off. Is it worth it. Ah yes. Yes it sure is.

ADDITIONAL SOURCES OF INFORMATION

American Association of Advertising Agencies
130 Battery Street, Suite 330
San Francisco, CA 94111
(415) 291-4999
http://www.commercepark.com/AAAA/

American Marketing Association
250 S. Wacker Drive, Suite 200
Chicago, IL 60606
(312) 648-0536
http://www.ama.org

The Association of National Advertisers
41 East 42nd St.
New York, NY 10017
(212) 697-5950
http://www.ana.net