Expert: Sean Trapani - 9/18/2007

Question
I've a year out of a college and am an Asst.Account Executive at a big advertising firm. I had a chance to work with a copywriter on a project recently and can't stop thinking about how great it felt to be writing again, and to have that creative dimension to my job. If I were interested in making this a full time gig, how would I go about it?


Answer
Kristen,

The business needs copywriters who can write. And write well. So congratulations on your (pending) decision to try to do something you love.

There are no guarantees that you will be able to make the move in your agency. Sometimes, if you're doing a good job in one position, bosses are hesitant to shoot themselves in the foot. But don't let that stop you from trying.

To put yourself on more even footing with ad school portfolios filling up the CD and ACD's inboxes, I'd suggest you read a few copywriting standards first, like:  "Hey, Whipple. Squeeze This." by Luke Sullivan is a good start. Then, read over "Ogilvy of Advertising," by David Ogilvy (it's a bit dated, but still full of good theory. Lastly, you should expose yourself to the role of your partner, so you can explain to a creative director that you understand your role. Do this with "Advertising Design" by Robin Landa.

Once you get these three titles under your belt, you'll be ready to start developing your own portfolio.

Generally, you'll need at least 10 pieces in your portfolio that demonstrate how well you write headlines, body copy and campaigns. Oh - and headlines are HUGE, by the way. Vary the content between short copy ads and a couple of long(er) copy ads. It's OK that these are not "real" ads. You're essentially building your student book, which almost never has "real" ads in it anyway.

While you're doing this, start schmoozing with the creative department. Make sure they know your name. Make sure they think you're "on their side" in their desire to do great work - and you're not perceived as a "suit." Don't ask for a job over there just yet. Just make sure they think of you as friend, not foe. Oh, and start scanning "CA" and other ad award sources. Be ready to talk the talk when the CD says, what copywriters are hot right now?

Now, you'll have three things going for you: they like you, you'll be up on theory (from the three books), and you can show them your capabilities (your book) when the time is right - like, you're at lunch with an art director and she says, we really need some fresh copywriting help. "Reaaaalllyy?" you respond.

That's my advice. I hope you seek other's. The more input on things like this, the better.

Good luck!


Sean Trapani