Expert: Sean Trapani - 12/7/2006

Question
Hi Sean,

Just a few quick questions:

1/ I'm putting together a book. Regarding radio, how many words should I aim for in a 60 or 30 second spot?

2/ Is it worth contacting CDs in foreign countries? (Say Hong Kong, the Middle East or Singapore) Do juniors ever get offered jobs abroad without interviews?

3/ How finished does a book need to be these days? I'm a copywriter and my mac skills are negligable.

Many thanks in advance,

Gaz  

Answer
Hello, Gaz

Let me try to tackle these in order:

1) For radio, it's not so much "word count" as it is time. If you were to read, let's say, :30 worth of copy at a normal speaking voice, you'd have around anywhere from around 65-75 words. But, this doesn't take into account any natural pauses, interuptions by SFX (sound effects) or musicial transitions. Nor, does it take into account the pacing of the read being affected by the "character" who may be reading the copy.

2) I've never worked abroad, so I don't want to give you any bad information. However, what do you mean by "...worth...?" If you want to work outside the US, then go ahead and send off a dozen packs of your resume/reel/cover letter to CDs in shops you'd like to work for. The worst they can say is "no."

My gut feeling is it might be tough for an entry-level copywriter to get their attention, but hey. Take a shot. You could also contact a few CDs or ACDs here (in the US) in agencies that have offices overseas. They would probably be good sources of advice.

3) Copywriters are in demand right now. Heck, I could get you an interview tomorrow at my old shop. That being said, don't get complacent about first appearences. Your book still needs to be tight with 15 of your best pieces. If you don't have any friends who could tighten up your ads, it's almost better to use a smaller portfolio with copy sheets. A  good CD will know how to visualize an ad based on a copy sheet. This will allow her or him to focus on your thinking, style, humor and imagination.

I hope this answers some of your questions, Gaz. Best of luck to you. I'd love to know how your job search goes. You can email me directly at strapani@scad.edu if you need any follow-up suggestions.

Take care,

Prof. Sean Trapani