Wannabe copywriters often check out my site for information relating to my services and fees.
And quite right too!
I still give my competitor’s websites a ‘gander’ every now and then, in case they’re doing something that I should be doing.
I receive many emails from students working towards their marketing or other media degrees, asking for a few tips about securing work in the ‘Copywriting Industry’ I didn’t realize we had an industry!
If we have, it’s surely a cottage industry because most copywriters are freelancers who work on their own and usually from home.
“Well what about advertising and marketing agencies?”, They enquire. “Well what about them?”, I ask.
And so it goes on and on until they realize that a copywriter who works for a structured and institutional organization, is a totally different animal to that of the freelancer.
Institutional versus Freelance
So what are the differences between them? There are many.
Let’s look at the agency writer.
He or she is likely a talented person with creative skills and a good command of the English language.
They will have learned, from their course work, the psychology of selling, aspects of communication and how to write in a flowing and interesting style.
Each day, at the agency office, they will work on their assignments, which have been delegated to them by their manager.
Their work will be scrutinized by their manager or team leader, who, in the interests of their company, will decide whether it’s worthy of publication.
After a couple of years, doing similar ‘run of the mill’ stuff, they may be offered the opportunity of coming up with something completely original. All by themselves, with no guidance, un-tethered by their mentor.
And, in the interests of the company, not to mention their job security, they will produce something as institutional as they have been doing previously.