Web usability practice, SEO standards and including a call-to-action are only three factors in the plethora of elements that must be considered in every piece of writing we complete.

Words are part of making the marketing world go round

Copywriters are an essential cog in the marketing machine’s wheel. Meaning we must have a keen understanding of all areas of the business. Most marketing machines are now digital agencies or marketing agencies who have a digital services offering. And that means as a copywriter you have to understand the internet and how people use it.

Excellence is our habit
A marketing campaign, social media post, new design layout, website overhaul or blog post with substandard copy are all unacceptable. Everyone expects excellence, so the pressure is on. And creating impeccable copy isn’t achieved by simply writing well with no grammar or spelling mistakes. Perfect copy means meeting your manager’s expectations, delivering on promises made to clients, understanding design elements and creating copy within the bounds of the online and SEO strategy.

So, how do you nail it as a copywriter in a digital agency?

Well, firstly, accept the fact that you’re unlikely to spend your days in a quiet corner where you can indulge in your creativity. You’ll be expected to show up to brainstorming sessions, assist with creating pitches and interact with clients in face to face meetings or briefing sessions. Also, your ability to be flexible will be tested constantly. What you feel is your best, most creative and exciting work, your client might hate. You need to learn to accept that and be willing to start again.

Know exactly who it is you’re talking to
The best way to avoid your beautiful copy being rejected is by writing for your audience. This is possibly the most important factor to consider when creating copy for a client brief. Being able to create copy that speaks directly to a specified audience, and understanding subtle changes in the communication to keep them engaged, is the true art of a skilled copywriter. Quash any uncertainty around the audience or target market by checking that your brief is comprehensive. If there are any unanswered questions then make sure you tackle them before you sit down and write.

Be completely intentional
Copywriters are often seen as word magicians. We spin stories and lack substance. But the opposite is true. In order to create the best online copy (in whatever form) you should be intentional. Every single sentence must have meaning and provide information or value to the piece. Never ever be superfluous in your writing. This is where the old adage of “write without fear, edit without mercy” prevails. In other words, write everything you want to say with abandon and then when you edit, cut out every sentence or word that’s unnecessary.

Stop thinking it’s Mad Men
It’s not. It’s real life and it’s a challenging job that demands your attention and wits at all times. When you first start working you’ll be expected to produce your best work on extremely tight deadlines for low pay. Because as a copywriter, your skill needs to be developed in the workplace. As a junior, you need to prove yourself before you’re respected. Also, clients really are king. Your account managers dictate what you do and when you do it. If they’ve over-promised you can’t under-deliver and expect all to be okay. It won’t be.

What’s more, you cannot afford to be insecure or sensitive, you’re going to have to grow a thick skin and quickly. Being precious about your work will only paint you as arrogant or difficult to work with and neither will help you to progress in the workplace.

It’s the best job ever
Copywriting broadens your horizons. You’ll find yourself learning about companies and industries you never knew existed. You’ll be speaking to people who hold positions that you’ve never heard of. And you’ll learn. You’ll never stop gaining knowledge on various subject matters that may or may not interest you. But, possibly most importantly, the more experience you have, the more easily you can specialise.

Through being forced to write copy on topics as technical as virtual private servers to those as fluffy as interior décor solutions, you’ll soon find out what you’re good at.

For more information, visit www.rogerwilco.co.za. Alternatively, connect with them on Twitter.