Probably by just reading the title, you are a bit confused. Why is it in the present tense? Why is she “choosing” a passion? Isn’t it something you feel naturally?
Well, the realisation that copywriting is something that doesn’t come easily to me but something that makes me fall in love with life, people, and things was quite a revelation to me. And through this article, this is exactly what I want to communicate: Why do I keep doing something that is so difficult for me?
What is copywriting?
Well, before I dive into the depths of my relationship with copywriting, I should probably explain what copywriting is to begin with.
Like Hubspot put it:
“Copywriting consists of the words, either written or spoken, marketers use to try to get people to take action after reading or hearing them. “
I also liked that they mentioned that copywriting strives for people to remember and actually actively seek the brand by using the copy. Your mind probably doesn’t need me to say the brand because you know whom “Just do it” or “I’m lovin’ it” belongs.
Recently, I had discussed with a Belgian friend that jingles can be quite a powerful way to get remembered by people, and instantly the song from the Belgian sauce brand “Mana” came to mind (“Manna manna tu tu turu ru”), while he said that the “Leo” (the one where a guy just screams “Leoooooo”) ad was most memorable for him.
Yes, writing songs is part of the beautiful job of a copywriter.
Impact on my life
This is something that has inspired me since I was little. The advertisements on TV managed to capture my attention before the TV managed to capture my eyesight. I remember being fascinated by the creativity those short clips demonstrated. Some advertisements were funny, while others were a core memory of me being touched beyond words.
To a kid, “You’re not you when you’re hungry” from Snickers and the “Shake Up Christmas” campaign from Coca-Cola (another addictive song living in my head rent-free) were impressive expressions of communication. For one, these products were still expensive and hardly accessible for a young family in a post-USSR country, but their attractive commercials made it all seem even more appealing and original.
Then, when I was growing up, campaigns like “Real Beauty” from Dove and UN’s #womenshould convinced me to think beyond the product and understand that advertisements and campaigns in general are not for selling only (even if that is their main goal), but to build something beyond that.
The concept of CSR (corporate social responsibility) campaigns gave me the hope and inspiration that companies can actually have a positive impact on the perception of the mainstream public. This kind of campaigns can strengthen beliefs, inspire and motivate, change views and create room for discussion.
Impact on my career
Now, copywriting is a very broad and diverse niche of marketing and advertising. If you decide to be one, you can adventure yourself into making beautiful ads for an ad agency; alternatively, you can choose to work mostly on website copy, email copy or… the list never ends.
I chose copywriting because stories inspired me and I wanted to inspire others. It is not that I am particularly good at it; it is because by doing it, I feel like people can hear what a company truly means through its activity. I told myself that even if people can’t fully comprehend what I am doing, they will understand what I am saying through the stories I tell.
It is about creating connections through words. A person looking for medical help won’t seek complex explanations about what causes her state and the symptomatic background. She will look for stories of success, for a similar case that ended well, and for hope that she will too get better.
A person looking to buy a house will look at the prices and the space, but they will also seek the comfort that the house can offer, a vision of future comfort and stability that come with house ownership, and a reassurance that the company selling them the house can guarantee that the home of their dreams is in front of them.
Choosing my passion
Copywriting is a passion that I actively pursue. In spite of the fact that I love writing and crafting stories, it doesn’t come easy to me. To be a good copywriter means always evolving and staying ahead of trends. It means knowing to do your research, reading a lot of little things and trying to stay creative and original.
Even if I can write, I do not consider myself a good copywriter without putting in the extra work. Actively making myself write, even if I don’t feel like it, reading and researching topics, working on my technique and polishing my vocabulary.
Copywriting is not easy. Every day, I choose to continue loving it. Every day, I choose to stay engaged and proactive in becoming better and better. Continuously and against my laziness or lack of time, I am trying to harness new skills that will make me progress.
Thanks for reading. If you are curious to read more of my articles. Please visit my blog or my Medium page where I share my creative thoughts.
Featured Photo by Pixabay: https://www.pexels.com/photo/cup-filled-with-coffee-near-book-261579/
Leave a Reply