That’s my hand. And my pencil. Don’t touch my pencil.
The prodigal copywriter returns!
For some reason I don’t understand, folks are still finding their way to my blog, sometimes upwards of 100 a day. And for what? Stale, old, posts written by a different person than the one typing now.
Hi, I’m the Kent of 2014. I’m 30 years old. I own property (if you’ll recall, I hated renting). I’m further along in my career; and yes the career is still in pharmaceutical advertising.
I’ve been fortunate enough to find myself in a new position with new “authority” to influence the digital work my agency puts out. As a result, I’ve been exposing myself on a daily basis (no, not in that way) to exceptional digital work, the kind shown on theFWA and Awwwards. I’ve noticed that there are an incredible amount of resources out there for UX Designers, and Designers in general, that provide critical analysis of the technology and techniques employed to produce award-winning interactive work.
But what about copy? Is anyone picking copy apart the same way designers do? Evidently not.
Copywriters aren’t writing about copywriting
Most copywriting sites I’ve stumbled upon are focused on the kind of copywriting that’s used for small businesses, such as crafting sales letters. Or they’re all about “content marketing”, which is just a fancy term for disguising sales pitches in the form of information that can be used to bait potential customers–a bit of the ol’ free sample trick.
I get it. It’s copywriting. And maybe I’m in the minority here, but as someone who works at ad agency and has to create emails, videos, web sites, TV spots, apps, and digital sales aids, “5 Steps to A Blog Post That Will Armageddon Your Inbox” is not the most pertinent article for me. Even this article with 29+ Killer Resources to Learn Copywriting (hello, content marketing) may not directly help me write an app or a :30 spot! I’m lost in a sea of SEO-optimized “copywriting” sites that aren’t beneficial at all!
A copy community
Are agency-side writers sharing and critiquing copy the same way designers do on Behance or Dribble? I don’t think so. I think we’re all working in our silos, and unless we’re in content marketing trying to sell something, we’re going to continue working and writing alone, never giving our words the recognition and respect they deserve.
I’d like to see more analysis of copy. Analysis that goes beyond response and open rates. I’d like to see writers celebrating the poetic. The impeccably clear. The humorous. I’d love to see someone’s take on what goes into writing a radio ad–not necessarily the concept part–but the constant editing and chopping that goes into curating the final spot. Same goes for TV, apps, and web sites.
I know I’m asking for writers to fill in yet another blank piece of paper, but I think we can do it. And we don’t have to do it alone. Starting next post, I’ll do a bit of analysis myself. The topic: writing with a voice that is soooooo not your own.