It was settled. I was going to become the greatest copywriter EVER.
How it started
Easy. I needed to lay some sturdy foundations and figure out exactly what copywriting was.
To the foundations!
And where do you learn about laying foundations? Wikipedia!
I looked up the definition of copywriting:
Copywriting is the act of writing text for the purpose of advertising or other forms of marketing. The product, called copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action.
Copywriters help create billboards, brochures, catalogs, jingle lyrics, magazine and newspaper advertisements, sales letters and other direct mail, scripts for television or radio commercials, taglines, white papers, social media posts, and other marketing communications.
That was definitely manageable.
With an in depth understanding of copywriting I started looking for a new job.
Looking for that first copywriting job
I went straight onto LinkedIn (actually my girlfriend sent me some links. Impressed aren’t you? I’m getting pretty good at twisting the truth, aka advertising).
One position came out with a swift kick to the teeth: Junior Copywriter at Dr Martens.
Before I’d even read the ad I knew getting the job must be a piece of cake. Why?
- People call those boots Doc Martens not Doctor Martens, hence it’s safe to assume that their head of advertising department can’t read and is highly incompetent.
- They are probably desperate for a cool new, left-leaning junior with a lot of hair (yours truly) to help them shake off the image of skinheads and neo-nazis.
As my first potential position I knew I’d be more than happy to put in some extra work and help Dr Martens completely reinvent their brand for 2019.
Feeling confident, I looked at the job spec.
It was the first time I realised that copywriters are a pretentious as hell.
Getting my first ‘gig’ might prove difficult than I’d initially thought.
Take a look for yourself:
Doc Martens, Junior Copywriter
To be our Junior Copywriter, you will also possess the following:
- Experience in a full-time copywriting role. Preferably in the retail, fashion or music industry
- A love of music, DM’s, fashion and footwear
- A track record of managing tight deadlines and multiple projects simultaneously
- A passion for language and a flair for writing original, unexpected copy
- Strong commercial awareness and knowledge of key copy KPIs
- Enthusiasm and an inexhaustible supply of ideas
- The confidence to tackle all forms of copywriting: from click-worthy captions to scroll-enticing articles
- A degree-level qualification in a relevant subject such as English or Creative Writing
Damn the requirements were high and this was only for a junior role!
It presented a real problem.
I had no experience in a full-time copywriting role, I thought DMs (dungeon masters) were totally uncool, I was bemused by how words could have key performance indicators (‘boot’ needs to get at least 4,000 views today) and definitely did not have a degree in creative writing. Who does have a degree in creative writing anyway?
How the hell was I going to get a job like that?
I needed to tear down my soft, non-copywriting self and to begin rebuilding immediately. It was daunting but exciting – I was about to become the slickest creative machine in Hackney and I knew it would probably involve stickers.
So I decided to systematically strip myself down. The best way to do this: a foolproof seven point plan (to do list):
Henry’s seven point plan to become the greatest copywriter EVER
1. Do way more research
I needed to become fluent in the language of copy. Yes, I had to develop an understanding of advertising, marketing and all of the associated acronyms (CPM, CTA, IAB, SOV, SEO and more). I also needed to know something about psychology. Why? How else was I going to trick someone into giving me a job?
2. Get good at writing
I wasn’t immediately convinced that this was necessary but I knew that I needed to sell myself as more qualified to write than anyone else. To do that, I had to at least trick myself into believing that I’d got super good at writing. The first step was probably to write and read more. Decent outcome.
3. Develop a kickass portfolio
For a profession that spends all day playing with words it’s surprising that it can’t just take me on mine, but life’s confusing. I needed to develop a killer portfolio with a shed load of original and creative copy. It had to have the best adverts selling bubble mixture, jingles explaining the dangers of not eating enough carrots, all potentially topped off with a radio advert for the mayor on today’s most biting issue: public urination.
4. Get some experience (and references)
Just a portfolio wouldn’t cut it. I had to get some real experience so I had references. References would mean that other people would suddenly become accountable for my eventual employment. The easiest way to do that would probably be to do some writing for free. I needed to do some copywriting volunteering.
5. Find a special subject and stick to it
All the advice that I’ve read online says that generalist copywriters fail and copywriters with a special subject succeed. The problem was I didn’t know or really care about anything. The options were limited too. What subject can you specialise in as a copywriter? Trains, video games, legal regulations and hatred of men? I didn’t want to write about any of that. Then it struck me. I could write about technology or digital or ‘the internet‘. It seemed like a safe bet, as it could cover anything from sex dolls to how to talk to your toaster! Perfect.
6. Build a professional network
To secure work employers need to think you’re the real deal. Humans are social creatures so association with other humans is important. I was going to have to meet other copywriters and make friends with them. Maybe I could meet them at Westfield Shopping Centre? There are lots of things that need copy there.
7. Rebrand myself as the coolest kid in Hackney
The Doc Marten advert said it all: creatives need to be cool. I was already super cool, but deep down I knew that not everyone knew this. I was going to sacrifice some of my current cool to make sure that everyone found out (unfortunately self-promotion is not cool). I’d begin by developing a social media presence (here’s my instagram), take pictures of myself doing cool things and buy more thrash metal t-shirts.
It was settled. I should probably start.
What better place than Homerton Library?
I had a shower and set off.