The Evolution of Copywriting

For decades, the role of a "copywriter" was relatively easy to define: Someone who comes up with memorable words and descriptions that:

1. Clearly communicate to prospective customers what it is you're selling
2. Do it in such a way as to be memorable and convincing
3. Adhere to rules of good grammar and spelling along the way

While the role of copywriter was never going to be confused with rocket science, the position did call for considerable creativity and skill. In fact, so much does creativity enter into the equation, that I believe it apt to compare the role of a copywriter to that of an artist (versus a novelist or reporter, who also write for a living). Like an artist, a copywriter must be able to paint a picture, the only difference being that the canvas in this instance is the mind's eye.

It's been this way since the dawn of the printed word - and still is today.

In the 21st century however, there are many more factors that come into play (I've had to learn this the hard way). A good copywriter today must not only concern themselves with developing compelling verbiage designed to sell and inform, but must be able to traverse a far more competitive landscape in an age where the accepted mediums for information delivery have fragmented into dozens (if not hundreds) of disparate devices.

Consider:

• People's attention spans are probably at their lowest point in the entire history of the human race. Messages need to grab the reader FAST - literally within seconds!
• Beyond print, we live in a digital world comprised of digital devices, interactive technology, television, video games, computers, tablets, smart phones, electronic billboards, radio... each with their own unique audience metrics and technical implications to consider.
• There are web sites, forums and countless social media platforms to take into account. Which ones are deserving of your attention? How do you engage with those audiences?

The point is, its a far noisier and complex world than our copywriting forebearers had to deal with. The check list for being an effective copywriter 2013 has grown substantially to include not just excellent and creative command of language, but also the requirement to possess technical knowledge and many other considerations. As a minimum, one:

• Must possess excellent command of language in general (Ex. must have an expansive vocabularly comprised of traditional words as well the latest buzzwords, key phrases and selling terminology).
• Must have impeccable grammar, sentence structure and spelling skills.
• Must possess a persuasive storytelling style of writing that both informs and convinces.
• Must be well versed in the media as a whole, able to appreciate, critique and tap into emerging trends in entertainment, fashion, technology, consumer goods, etc.
• Must be creative with words, not just in knowing which ones to use, but in terms of how to assemble them into headlines and taglines that grab an audience and never let go.
• Must have dependable sales and marketing instincts that allow you to analyse and identify areas where messages are most likely to resonate.
• Should be schooled (or at least be self-taught) in marketing and advertising disciplines.
• Must have excellent conversational skills. Copywriting today isn't just about writing a clever tag line, it's about engagement, knowing when to agree and when to disagree in a public forum. It's about knowing how to take control of a conversation and steer it towards a selling objective.
• Must be able to communicate across cultural, age, gender and social status lines.
• Must buy in completely to the idea of social media as a medium to give voice to products and service. Blogging, tweeting, answering questions in a user group, knowing how to attract followers - mastery in each of these areas is absolutely crucial and requires a serious commitment to the use of language and cultural decorum of every forum.
• Must know how to craft copy that is optimized for maximum search engine visibility (SEO).
• Should be well-read and a bit of a pop-culture junkie. This will provide necessary perspective and context for whatever you write.
• Must have a genuine love of writing.

And so it goes... there are probably many more that could be added to the above list.

Being a copywriter today is extremely demanding, and for those that do it well, you have my deepest respect. Please feel free to chime in with your thoughts on this subject.