Copywriter Job Description
Copywriters are responsible for conceptualising and writing the words and ideas in advertisements and marketing communications.
Copywriters can work in a wide variety of settings, including advertising agencies, PR departments, marketing teams or internal communications, to name just a few. Copywriters may spend their time generating big ideas for national ad campaigns, writing the text for packaging, crafting emails to subscribers, or helping digital teams create more effective digital experiences.
The work of a copywriter may include:
- Synthesising business information to generate marketing and content strategies
- Conceptualising marketing and/or advertising campaigns
- Defining distinct voices for brands
- Teaching others how to write for a particular brand
- Using a wide range of copywriting, marketing and advertising techniques to create effective campaigns that achieve business goals
- Developing ad and marketing campaigns and materials with creative partners
- Writing material for advertisements and marketing campaigns
- Interviewing stakeholders, customers and partners to gather business insights
- Creating user-friendly digital experiences through clear and effective language
- Bringing greater clarity to communications by editing and structuring texts
- Helping organisations to refine and deliver their messages
- Improving existing messaging and materials to make it more engaging and effective
- Turning marketing strategies into publishable materials
- Creating long-form content to build relationships with target audiences
- Developing content based on search engine optimisation strategies
- Planning messaging and content for marketing, PR and communications campaigns
- Creating guides and other documentation to help brands communicate with a consistent tone and style
Key skills:
- creativity and an ability to produce commercially-focused ideas
- ability to communicate ideas and concepts to partners and clients
- effective team-worker
- skilled at merging company needs with market wants
- IT proficiency
- empathy and an ability to understand different audiences
- persuasive communication
- attention to detail
- alert to trends and fashions
- working with clients and/or stakeholders
- ability to work well under pressure
- awareness of relevant laws and regulations
- spelling and grammar proficiency are helpful (but not always essential)
- commercial awareness
Education / experience:
Training or an educational background in marketing, business studies, English or advertising are beneficial. However, many copywriters join the profession after pursuing alternative careers. This real-world experience is often helpful, both in navigating the practicalities of modern businesses, but also in understanding audiences better.
Many copywriters develop the necessary skills through self-directed learning that may include reading, on-the-job experience, and professional training.
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