Expert: Sean Trapani - 11/11/2009

Question
Hey Sean,

I am a young Ad student at the Art Institute of Portland. I am looking at graduating in about a year and still have a lot of questions about the industry. I am hoping that by having some of my questions answered it will help me narrow down what I want to do in advertising.

Another thing that interests me is how you got your start? I love to hear the different ways people have become successful. Where you started and how, who inspired you, what was the best and worst parts? Its insightful to know how other people got where there are and it's one of the best learning utensils I have being that you have the experience.

I look forward to hearing your response soon.
Thank you for your time,
Mikayla


Answer
Mikaya,

I didn't know what a "copywriter" was when I graduated from college (with degrees in Literature and Philosophy). While job searching, I read a help-wanted ad from a radio production company. They were looking for a copywriter, and the job description said "degree in Advertising or English preferred." I called the company, asked what a copywriter was, and they told me.

I showed up to the company to discover about 20+ people in the lobby. The owner came out and announced that he was giving a writing test. Our challenge was to write two :30 radio spots for the brand he chose in 20 minutes or less. My copy beat every other applicant, and I got the job.

I worked in broadcast writing for two years before I got into a full-service agency. I started reading books like "Ogilvy on Advertising" and "Hey, Whipple, Squeeze This." I put together a (really bad) portfolio of spec ads and starting asking creative directors around town to take a look at it. 50 shops laughed at me. One shop didn't. Two years after that, I was a senior copywriter.

Since then, I've been a writer, CD or VP for companies like TMPW/Monster.com and Erwin Penland Hill Holliday, plus a few others. Then, after a little over 15 years in the business, I started to teach at SCAD, one of the largest accredited art universities in the US.

I think the moral of the story is that sometimes you're lucky in this business and sometimes you simply have to work harder than anybody else. But you never know which one is going to take you to the next place.

Best of luck,

ST