10 Ways to Succeed as a Copywriter, Part 1 -- Dare to be Different

My first job out of graduate school many years ago was as a copywriter for RCA Direct Marketing in New York City. And the rest, as they say, has been history.

Since that first exciting stint writing about the most popular records (yes, vinyl) and tapes (yes, cassettes and eight-tracks) of the day, I've written about an incalculable number of different products and services. As I wrote in the preceding post here on A New Marketing Commentator...

I've written copy to help promote everything from business cards to books, healthcare to software, insurance coverage to investment advice, magazines to music, travel to tuxedos and much, much more.

I've also written direct response fundraising copy for dozens of charitable organizations (which, by the way, has been some of the most satisfying work I've done over the course of my career so far).

I may have worked for a number of different companies, developed new skills and taken on new responsibilities -- such as creative direction, public speaking and social media -- along the way, but I've also stayed true to my roots as a copywriter.

And after all of these years writing headlines and subject lines, direct mail packages and email blasts, blog posts and brochures, teasers and tweets, I've been able to draw a handful of conclusions about what it takes to succeed as a copywriter.

1. Dare to be different. To earn a living as a copywriter, you have to be a good writer. That goes without saying. But what's almost just as important to your success is your ability to think creatively.

Copywriting is not for the conformists and traditionalists among us. It's a job for those who are willing to take chances and who understand what Pablo Picasso (1881-1973) meant when he said, "Some painters transform the sun into a yellow spot; others transform a yellow spot into the sun."

To stand out among the clutter and competition, your work has to reflect a high degree of originality and inventiveness. It can't be the same old, same old. It has to be new or improved, first time, every time.

Copywriting is for the right-brained and open-minded, those who aren't afraid of being judged for their idiosyncrasies and foibles. It's for those who like to read such books as Seth Godin's Purple Cow, Spencer Johnson's Who Moved My Cheese? and Roger von Oech's A Kick in the Seat of the Pants. It's for people who like to listen to everything from Lady Antebellum to Lady Gaga. It's for well-rounded people with diverse tastes and interests, people who have no problem whatsoever looking at something from someone else's perspective.

Category:

Education

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• Bob Cargill
• Copywriting
• Copywriter
• Marketing
• Direct Marketing
• Writing