Everyone knows that Lucky lost his charms, but no one ever asks why ... until now. So, why did Lucky lose his charms? Because a copywriter worked with a content strategist, a marketing strategist and the creative team to craft a compelling storyline that would encourage children to bug mom and dad until they agreed to buy marshmallows for breakfast!
As children, we knew that an artist drew Lucky, and an animator brought him to life. But did we ever question who gave him a voice? I never did. Why would I? Writing isn’t as colorful as illustrations or as flashy as animations. The storytelling aspects of the ads and cereal boxes were all just part of the “company” in my subconscious mind, and I carried on with my unawareness of copywriting until I’d nearly graduated … from college. I had been a word nerd since I could read, but I thought the only viable path for an English major was teaching.
I can promise you one thing. I … was … WRONG!
Now, I’m setting the record straight about a versatile and exciting career.
We call it copywriting.
A year ago, I had no clue that this secret job even existed. And surprisingly, many copywriters have shared that sentiment. But copywriters are behind so much of what we see daily. As a part of the invisible powerhouse that is the creative team, they are the writers who pen film and radio scripts, print and digital ads, social copy, newsletters, blog posts and more. You name it, and they probably write it, so it’s wild to me that copywriting is not widely known. It’s such a fulfilling path if you are a creative who can tie empathy and strategy into your messages.
Plus, stable employment as a creative is really nice, too! But if you’re interested in a career as a copywriter, I’ve got to mention that there are some prerequisites. From what I can tell, you need to be motivated, love communication and have a wealth of empathy.
Check all the boxes? Great.
Let’s talk about getting into the business.
An internship at VI is one way to begin your journey. Really, any internship at VI would be well worth the experience, even if it’s not for copywriting specifically. If you do get an internship, you’ll step into an atmosphere that I’m really going to miss because I have been supported so well from start to finish. The VI team has put a lot of effort toward my growth as a copywriter and introduced me to all the other cogs in the marketing agency machine.
But an internship isn’t the only place to start. My award-winning supervisors didn’t start with an internship. They had backgrounds in English and taught or wrote instructional and technical documents. It’s never a linear path. Some people go to copywriting schools and others sit front desk for an ad agency, taking every moment to learn and shine. There is no one right way; just apply yourself and pursue your passion. I pursued mine, and it has paid off. I was a creative writing major at my university, and my only introduction to copywriting was a one-off portfolio class every Tuesday and Thursday.
I couldn’t be happier with what VI has offered.
One thing I appreciate is how VI integrates strategy into its empathetic messaging. As I’ve learned, you will write effective copy when you're drawing on your own experiences to relate to your audiences. We’ve all lost something, and that’s why it’s such a punch to the gut when poor Lucky can’t find his charms. We can relate to him. So, when I buy that beautiful box of cereal at the store, I’m only buying it to help Lucky. That’s empathetic messaging, and it works … on me, at least.
Silliness aside, a focus on data and the target audience will help you improve your writing tenfold. You will develop a clearer sense of your audience for every following project you take. I now have some glowing portfolio pieces that I am proud to show off. I’ve learned to write everything from blog posts and newsletters to social copy and Performance Max ads. I even went behind the scenes on a set! Needless to say, I’m sunglasses-indoors levels of cool now!
I learned to steal like an artist.
Have you ever heard of a swipe file? I hadn't before VI, but now I have one and I visit it religiously. Store anything that inspires you inside — whether it’s a piece of copy, a GIF that sparks ideas or a picture of a capuchin wearing a cowboy outfit riding a blue heeler! Because the best way to get better as a copywriter is by copying (in your own original way, of course). Copy, make it your own, rinse, repeat and never stop growing.
Personally, my file is filled with campaigns that make me laugh, and laughter is the best medicine. So, here are some of my favorite campaigns in my swipe file.
When fun is done right, it feels so right.
Heinz Ketchup has become one of my favorite advertisers. Their wacky, irreverent direction speaks to my soul and makes my heart sing, and they knocked it out of the park with their AI campaign, where they used a popular trend (AI) to showcase their product as the unambiguous market icon. The copy is excellent because of its directness and simplicity, the images are hilarious and the message is clear: “This is what ketchup looks like to AI,” and that market ubiquity is why my pantry has a cubby devoted to backup bottles of Heinz.
IKEA rolled out a great example of “less copy is more copy” with their brilliantly simple bag billboard. It’s just a blue billboard with their bag handles. There’s no text, but it still makes me want to drive 200 miles for some frustratingly affordable furniture. It’s effective because it’s simple, fun and distinct, and it’s also a good reminder that sometimes, good copy is no copy. I promise you a copywriter still worked on concepting and delivering that idea because great copywriters know when to step back and support their team.
But fun can’t work without strategy.
Jardiance had an energetic campaign this year that fell flat with audiences, and I suspect it’s because they disregarded how important each second of the copy and imagery are. If you haven’t seen the musical number about “one small pill with a story to tell,” I’ll break it down. This commercial features a song about an A1C pill for diabetics. While the concept is fun, the commercial promises a story in the first four lines — but it continues with the dancing and singing, but the song isn’t about a story; it’s about Jardiance’s effects. Then the singing stops and the actors walk around an office smiling while a voiceover lists uncomfortable side effects like ketoacidosis. Then, the chorus hits again! It’s funny how jarring the commercial is, and I believe it bombed because it didn’t deliver on its story nor pair strong copy with the fun concept.
If I were rewriting this Jardiance commercial based on what I’ve learned at VI, I’d identify my audience first. Jardiance is a medication to lower A1C for diabetics, and the majority of diabetics are middle-aged adults or older. They’re likely to have families and stable careers, so let’s show that audience how a lower A1C could provide more free time with their kids or grandkids. I feel like the musical number could work if the ad tells a story, such as a grandfather who’s taking his family out camping for the first time in years and singing about how Jardiance empowered that trip. Ultimately, any good piece of marketing tells a story that appeals to the target audience and incentivizes then to take action.
All this to say …
Copywriting is a puzzle. And, like any puzzle, it’s rewarding once you’ve put it together. If you’re interested in copywriting, I’d encourage you to test the waters — and hey, if you’re in the area, why not apply for that internship? You’ll do great; I just know it!
Want to hone your copywriting skills? Apply for a VI internship today!
