The Ups and Downs of Copywriting

Being a copywriter can be a pain in the ay-ess-ess (I assume that this is less offensive than actually saying it).  No, I'm not complaining...I love my job; it's challenging, annoying, and fun all at once!  It's the perfect job for those individuals with ADHD tendencies - it keeps you on your toes by giving you multiple things to focus on simultaneously.

Whether you're a freelance copywriter like me or write exclusively for an ad agency or corporate institution, you're bound to encounter certain limitations.  The short version of this rant which could very well go on until the cows come home, is that you have 1001 things to keep in mind...all at once.  When writing for a client, you have to think about being politically correct, objective, inoffensive and all that jazz.  However, you do get more open-minded clients who love sparking some controversy, but where do you draw the line?  The question is always "how far can you go?"

Most jobs will be painfully boring and standard.  These feel like climbing Mount Doom with a weight tied to your waist.  Your mind will conjure up humorous and other (possibly inappropriate) ideas that will liven up the piece of drudgery you're editing.  Unfortunately, you have to curb your creativity in these instances as some clients are personally and emotionally attached to their brand and won't necessarily love your different ideas.

Although some brands have to be strictly "professional" in the media, there is such a thing as TOO professional - it's called being stiff & boring.  

For an example of a professional institution embracing the fun side of life when it comes to advertising, look at a certain South African bank: they are quirky, fun and not afraid of taking a jab at competitors like "Bleep Bank".  It hardly comes as a surprise that they're highly profitable!

Another thing to consider, and something I'm not 100% sure of myself, is that when you cut loose, go on a rant, write strong opinion pieces, write "dangerous" copy for a company or write about whatever the heck pleases you in your personal capacity (personal blog), how does it affect your reputation, personal brand and the organisations you have written for?  What happens when you represent an organisation, but also write about contentious issues on your own blog?  

The waters are still being tested in this regard, though it is safe to assume that the greater your sphere of influence, the more you are likely to get away with...just be prepared for the criticism that will inevitably be flung in your direction.

Written by: Christine Kleyn 

Copywriter at The Computer Guyz