Expert: Peter Gabany - 10/24/2006

Question
Hi

I just came across this site and I must say it answered quite few questions, thank you.

I just graduated from University, I am Bachelor of Arts, Major: Sociology. I’m trying to break in to marketing advertising industry, it is something I wanted to do for some time now but never had the time to do my research.

I am in the process of sending out my resumes in hopes of acquiring copywriter position but my greatest fear is I have no experience and my book is empty. Here are the questions and your help and time is greatly appreciated.

What do you recommend I do in terms of building my book from ground up? Can I put my ideas on paper and create concepts in photoshop and use it for my book? Do I have to legally protect my concepts (copyright it) before I go to job interview? How important is it to have a book for entry level copywriter?


Thank you,

Alex.


Answer
Alex,

Prior to sending out resumes please have your book ready. People will ask to see it and any delay will prevent the job opportunity.

Also, while you fancy yourself as a copywriter, note that this is one of the most difficult positions to acquire in an agency.

Try for small agencies first - your chances at a large agency go down the larger you get in agency size.

Write all of the time and DO study television commercials, billboards and print advertising.

DO NOT worry about having your concepts stolen. Place a © and your name and date on each piece that you create and this is your protection – BUT if you decide to challenge this you may have to go to court at a cost starting at $25,000 to defend your claim. This may happen but unlikely as most agencies have a policy to ignore unsolicited materials.

We get a number of inquiries to ask how we would approach an agency or client with a great concept - at least 4 per year - agencies will not accept, review or consider unsolicited work and clients usually refer the project to their agency.

Now how to put together a book. Start with a creative strategy - the foundation of all great ads. No great ad is written without one - see: http://www.directmag.com/mag/marketing_put_creative_strategy/

Pick a product, select an applicable target group and create you ad to reach that target sector. Use the insight that you write into your creative strategy. Being from a sociology background should help considerably.

Use this site for more information - see copy writing - http://advertising.utexas.edu/world/index.asp

And a last helpful hint - try and make friends with a graphic designer. Ask if they would assist you in developing a great book. Use your concepts and their creative skill to make your work leap off the page.

While one or two are fine - develop long worded print ads and radio commercials and ALWAYS present the creative strategy prior to the ad. With the public the ad can stand alone, but for a Creative Director to seriously consider you as part of their writing team they want to know what it is that you were writing for - the creative strategy is the key.

And the very last thing - try for a job as account coordinator or traffic manager and get your education of how an agency works from the ground floor.

I hope/trust that this will suit you needs and launch an inspired career,

Anytime,

Pete