How can I become a creative copywriter? I need a portfolio, but I don't do graphic design. Should I attend portfolio school? What are my options?
Which portfolio schools are best? Are there other ways to develop a good portfolio and make it look polished? Any other advice for developing a career in this field? I'm a college student now, and I'm not positive that this is what I want to do, but I'd just like to know as much about becoming a copywriter as possible. Thanks!
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Apr 1, 2014
I recently had cause to employ the services of a creative copywriter - it was for a website that I was developing. I had several criteria when selecting the candidate, but NONE of them was a requirement to have been at copywriting school. What I was looking for was a style that matched the products I was selling, although at the same time sell the products.
If you a nature flair with the written word and are creative by nature, then I would suggest that copywriting school is not necessary. More importantly, however, is to be able to meet the customers needs, by adapting your creative style. This, I'm sure, would be better achieved by taking on a marketing course.
In the meantime, if you want to get selling, then you MUST have a portfolio, that way potential customers can decide if you are for them. How to do that? Well, maybe you could approach new start-ups and offer them your services for free (or an exchange of services?) Approach friends and ask them - they may not need your services, but may know someone who does - effectively get networking!
Finally once you have a few testimonials under your belt, you can start offering your services. You might start with the online freelance services, like fiverr.com, peopleperhour.com, freelancer.com (in fact, there are loads of them - google it). Once you are established out there, you could them approach some of the 'bigger guys' out there, such as print houses.
Apr 1, 2014
I don't believe graphic design is necessary for effective copy-writing.
If you write good copy, check into odesk, and consider writing for them. The pay is poor, but it will give you a very good way to find out if this is for you. and you'd be making - not SPENDING - money. I wouldn't spend one dime on a "portfolio school". If you can write good copy, what do you think they can do for you?
Examine your motives here. If you're busy checking out systems that could theoretically help you, you might be postponing writing some actual copy and making some actual money. Just do it.
Mar 31, 2014
I believe that one is prone to writing, you either are or are not a writer. Anyone can learn the basics of copy.. A creative writing class would not be out of the question in the long run. I have taken classes in writing ever since I was knee high to a yearling steer.to get good at it means a lot of practice. Open a blog and add your own content to start, watch the reactions of your readers, then tweak your style, again watch your reader's comments. Now ad copy is a horse of a third color, in that you are trying to entice your clientele into purchasing what you are promoting; whether it be your own product or service or someone else's. Think on the lines of what entices you to buy. do not get cocky though, remember that to much is exactly that, when talking some into a purchase. Give them the facts, with a flowery flair. { This Product will dice, crosscut, shred, mince and cut shapes.} or [ this very unique product is capable of making rudimentary shapes, it won't make abstract or outline animals] so don't suggest it does. Lying once to a customer is the last time you will ever have a chance to sell to them again. Be tactful and straight forward, think this is a member of my family I am trying to sell to. Tell them the truth, but add a flair of mystic. Gain their trust and tickle their funny-bone. Make it seem as you are doing them a favor by giving this information. Sales letters, content on websites and landing pages are your bread and butter. And the old adage a little sugar makes the medicine palatable.
I f school is your, main thought, then look at online training, you can work at your pace, and still have time to work your trades/ businesses. When you have completed your first few content sheets, go to ffiver.com, get a professional to punch it up for you, it's cheap and very smart. You can learn a lot from the folks at ffiver.com.
Mar 31, 2014
Write and write and write and create and create and create. Put up your own site and just go. Write and create about whatever you like. Imagine you are in the job or career or being who and what you want and be that now. Don't wait for someone to hire you or give you assignments just get going. Nothing replaces that and when something comes up you are already up and running..
Mar 31, 2014
Copywriters write copy and graphic designers make the pictures. Two different jobs. On TV the writers make the lines and the actors/camera people shoot the show. Do a great job at writing and let someone better in graphics worry about the pictures.
Mar 31, 2014
Hi Lisa. Advertising copywriters are typically referred to as "creative" copywriters, so I am guessing this is the specific field you are interested in studying. Although there is no specific degree (to my knowledge) for this field - a BS in Applied Science in communications and/or arts in communications is a great start. I would highly suggest you begin freelancing to get your feet wet while you are going to school - every little bit of experience helps. The types of freelance copywriter jobs are numerous, press releases, grants, articles for online publications, web pages....and more. You will need to do your research and find the area of interest (industry) that might suit you. If you can work with any of the AWAI programs (American Writers & Artists) - this may help attain your goals as well. You will develop your portfolio over time. The possibilities for copywriting are expansive - best of luck to you!
Mar 31, 2014
Read "Hey Whipple Squeeze This" and "Juicing the Orange." Ask Jancy is a great resource as well http://ihaveanidea.org/askjancy/
If you hear back that you need a portfolio program VCU has perhaps the best school in the country for advertising. But I've found that the cost of graduate work for the field of advertising can be brutal to pay back. Look for some workshop/bootcamp type programs and hit every portfolio review you can.
Mar 31, 2014
As a Creative Director, I would only consider looking at a portfolio of work, because a huge part of being a copywriter, is your ability to write to a layout.
I suggest you try to find an art student who is also looking to enhance their portfolio and try to collaborate together on building pieces for your portfolios. To find an art or graphic design student, I'd post on Craig's List or see if local college's have a bulletin board. Then, develop a variety of pieces to show off your skills in every medium... digital work (banners and buttons), print work, emails, landing pages, etc.
Try to create one "campaignable" set of materials to demonstrate how you adapt a concept to work in a variety of media. And, demonstrate that you can work in both B-to-B and B-to-C environments... unless you're aiming to only work in one environment. Get high resolution PDFs or JPGS of the finished product.
Mar 31, 2014
Don't waist your money on portfolio school.Take that money and create an inexpensive website that promotes creative writing. Then start blogging, doing white papers, articles etc that are going to consistently put your name out into the best education system there is, the free market system. Not only will be able to practice your writing, you will get feedback on your work and you will be attracting customers.
Mar 31, 2014
My recommendation for becoming a creative copywriter is to read some books. My personal favorite is breakthrough copywriting by David Farfinkel. I would encourage you to read into this field any way because learning about good copywriting is a very useful skill. If you can persuade someone to take an action through the written word then it makes speaking persuasively that much easier.
Mar 31, 2014
These are some great answers so far. I would only add a side-suggestions that you've probably thought already.
Teaming up with a designer is a great idea. Maybe you can find someone that excites and inspires your creativity -- a partner that's astonishingly synchronous with you. You could start an agency. Why not? There's no reason not to. Go ahead. Do things for small businesses or even made up businesses. You just have to start.
Mar 31, 2014
If you're wanting to be an advertising copywriter, you need to demonstrate two things with your portfolio: an ability to think and an ability to write. I realize that last one should be obvious, but you'd be surprised how many books I see from would-be writers that are 95% visual solutions. There's nothing wrong with a visual solution, and one or two of those types of ads might help prove your strategic thinking skills, but I want to see great verbiage, both in the headlines and the body copy.
Good CDs won't really care what your book looks like if the ideas and words are there. But if you have a designer/art director friend who can help, use them. My first book was crude vector art and pencil sketches, but then, I was a marketing major with no clue about portfolio schools.
Feel free to hit me up on LinkedIn if you want more rambling advice.
Mar 31, 2014
All of the answers are great! And ... there are some excellent books out there. To be a copywriter for marketing or advertising, you have to understand short, to the point, sales copy. Be able to write from the audience's point of view. For web and content writing, learn more about SEO and how to build a structure/flow for a blog post or page that gets found without keyword stuffing. I find many young copywriters from college are far too wordy and don't know how to write active, interesting, succinct copy. Use the Flesch reading score in Word to rate your copy for grade level and active tone. It's a great learning tool. Excellent marketing writers (with great books) are Malcolm Gladwell, Harry Beckwith and Seth Godin. There's also a classic book by David Ogilvy. Very inspirational.
Mar 31, 2014
Some questions: Have you taken any marketing classes, advertising classes, social media classes, website development classes? For a portfolio: I suggest taking home pages, ads and rewriting them. Develop some TV spots and radio spots. You could team with a graphics students. Show your skills. In advertising classes (and I taught advertising or marketing one, two or three nights a week for 37 years) every class, every semester had a team advertising/campaign project. I have materials posted under articles and library at http://www.londremarketing.com/stimulating_articles.php. There was really good marketing, advertising, and creative plus media with a real client. The copywriters and art students got together with the marketing and media. It was a great way to hone your skills. And develop part of your portfolio as a student.
Mar 31, 2014
Copywriting is a mixture of fact and fiction. So it is creative writing based on facts. Is it a form of advertising.
Generally people do a degree that involves subjects in creative writing. So if you are already in college then I suggest you speak to admissions to get advice.
Having said that if you are studying graphic design and interested in copywriting I am assuming you are interested in a career I digital media since in the offline world of print media it is rare for some-one to do both. So if that is the case I am sure your professors can also advice on the best track for a dual career in copywriting and graphic design.
This free Information Session might be of interest http://www.sva.edu/continuing-education/advertising
In the meantime, if you feel you have skills in this area then try freelancing and start a website that shows sample of your work and you will build up a portfolio. You could try interning over the summer.
Mar 31, 2014
Hi Lisa,
Perhaps you can team up with a graphic design student/intern to make your portfolio look polished. If you want to be a copywriter, your content is the most important. I suggest that you start blogging on the topics that are of interest to the public to get as much practice as possible. You can set up your blog on Wordpress and just start writing. There are other bloggers who are looking for content so you can try googling "write for us" and HARO looks for content.. Check ou David Kerpen who has made a living by writing. http://www.davekerpen.com/ If you are not passionate about writing, you may want to skip copywriting and look for something else you are passionate about.
Mar 31, 2014
How to become a creative copywriter? You have to study copywriting! There are so many courses about it! After studing you have to PRACTISE.
Good stuff. He has been there.