I guess many of you have heard before about copywriters, or creative writers.
At some point, translators may have to transform into copywriters or work with them when a project requires the transcreation of any message, text or campaign into another language, so their synergy and cooperation is essential in this industry.
This time I would like to use this entry to tell you more about the role that copywriters play in the communication industry, and more specifically in the advertising sector, as this is where most of them are engaged professionally.
Describing their job is easy, to the extent that what they do can be summarized into a single word: thinking.
Their roles or tasks, however, are not easy at all, as copywriters must constantly look for creative, strategic and catchy ways to transform a brand’s message into an ad.
Many times, copywriters find that they must say something it was said before, facing the challenge to find the right words to convey the same message in an innovative manner.
Copywriters must work on a daily basis with all departments of advertising agencies (Accounts, Planning, Digital, Design, Media, among others) to create comprehensive communication campaigns allowing brands to reach their goals.
Before beginning their thinking process (commonly known as Brainstorming), a good copywriter must dedicate time to do a thorough research on at least three major aspects:
BRAND/PRODUCT/CATEGORY/COMPETITORS.
They must know all details regarding the brand and the product they are communicating. Its background, applications and benefits, its main differentiator. The more copywriters know about this, the better the campaign they will be able to devise.
TARGET MARKET
Gathering extensive knowledge on consumers is as important as learning about the brand and the product. They must know what their basic consumption habits are, what they like about the product, why they prefer this product, how their lifestyle is, and any other aspect allowing to understand them, so that copywriters are able to find a powerful connection with said consumers.
ENVIRONMENT AND TRENDS
Copywriters must constantly research on the environment in which the target market develops: knowing what happens in the specific country, what the new global trends are, or what mass media are talking about. Understanding the environment can help them create sound and reality-compatible messages.
As soon as research phase has been completed, copywriters must begin to think.
A good idea might pop up immediately, but in some cases, it might take days, weeks or even months to come up.
The thinking process is different for every copywriter, but the result should always be the same: a powerful, strategic, and creative message based on which they can create an advertising campaign that is able to reach the brand’s goals.
Finally, check the following list of unique terms that are commonly used by copywriters during their creative process:
Brainstorming: it refers to sessions in which two or more people get together to think creatively for purposes of coming up with concepts or ideas that meet the existing need for the brand.
Quick and Easy: when a copywriter talks about the need of going “quick and easy” he/she means that there is a need to come up with a simple idea as quickly as possible. Generally, the term is used for projects that do not require a deep-thinking process, or requiring little time to work upon.
Scam Work: this refers to an outstanding creative idea that the client did not ask for, but emerging as a proposal by the agency. Scam work are not well regarded in the industry, as most of the time they are used to prove the creative ego of agencies, and not necessarily to solve actual needs of brands.
Slammed: this may be one of the most common terms, as it means working overtime, something that most copywriters are used to do several days a week. Ideas and creativity are not subject to a working schedule.
COPYWRITING. FROM MINDS TO ADS
I guess many of you have heard before about copywriters, or creative writers.
At some point, translators may have to transform into copywriters or work with them when a project requires the transcreation of any message, text or campaign into another language, so their synergy and cooperation is essential in this industry.
This time I would like to use this entry to tell you more about the role that copywriters play in the communication industry, and more specifically in the advertising sector, as this is where most of them are engaged professionally.
Describing their job is easy, to the extent that what they do can be summarized into a single word: thinking.
Their roles or tasks, however, are not easy at all, as copywriters must constantly look for creative, strategic and catchy ways to transform a brand’s message into an ad.
Many times, copywriters find that they must say something it was said before, facing the challenge to find the right words to convey the same message in an innovative manner.
Copywriters must work on a daily basis with all departments of advertising agencies (Accounts, Planning, Digital, Design, Media, among others) to create comprehensive communication campaigns allowing brands to reach their goals.
Before beginning their thinking process (commonly known as Brainstorming), a good copywriter must dedicate time to do a thorough research on at least three major aspects:
They must know all details regarding the brand and the product they are communicating. Its background, applications and benefits, its main differentiator. The more copywriters know about this, the better the campaign they will be able to devise.
Gathering extensive knowledge on consumers is as important as learning about the brand and the product. They must know what their basic consumption habits are, what they like about the product, why they prefer this product, how their lifestyle is, and any other aspect allowing to understand them, so that copywriters are able to find a powerful connection with said consumers.
Copywriters must constantly research on the environment in which the target market develops: knowing what happens in the specific country, what the new global trends are, or what mass media are talking about. Understanding the environment can help them create sound and reality-compatible messages.
As soon as research phase has been completed, copywriters must begin to think.
A good idea might pop up immediately, but in some cases, it might take days, weeks or even months to come up.
The thinking process is different for every copywriter, but the result should always be the same: a powerful, strategic, and creative message based on which they can create an advertising campaign that is able to reach the brand’s goals.
Finally, check the following list of unique terms that are commonly used by copywriters during their creative process:
- Slammed: this may be one of the most common terms, as it means working overtime, something that most copywriters are used to do several days a week. Ideas and creativity are not subject to a working schedule.
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