Business Experience: Copywriter

When visiting any internet resource: a website, blog, landing page or social media page, we see text. We read. We perceive. We engage. Learn something new. People who write these texts are copywriters. Initially, only the creators of advertising texts were called this way. Over time, the concept expanded, as did the scope of activities of the masters of words. Today we will talk about the path into the field of writing texts with copywriter Sasha Razumnaya.

- Sasha, how did you become a copywriter? 

- By the time I entered this field, I had already had a lot of experience working as a marketer and even running my own business. But at some point, circumstances unfolded in such a way that I had neither the strength nor the motivation to look for a job. But it was also impossible to leave everything as it was - family, daughter. And a friend who worked as a copywriter while on maternity leave recommended me to her colleagues. It was supposed to be a temporary solution. And in the end, I stayed in copywriting for 8 years!

- Why specifically this professional direction?

- It happened by chance, but not only. I have always written quite well, felt and conveyed different styles. I also have the ability to explain, which is very important in many projects. Often, clients, being professionals, cannot clearly express their ideas in an article or post. And I am happy to do it for them.

And the opportunity to work from home seemed very appealing.

- Appealing? And how is it in practice?

- Working from home can be very convenient, but it is important to know how to plan your time and stick to a schedule, otherwise it will become a 24/7 job without vacation or days off.

- How long is your working day?

- Currently, from 9-10 am to 6:00 pm, I rarely work overtime. But in the first few years, I worked non-stop, without sleep, vacation, or days off. It was a conscious choice for me. I needed to earn money and wanted to show myself as an organized, responsible person to later qualify for more attractive projects. By the way, reputation really played a positive role.

Photo: Сottonbro

- What do you like about your profession?

- You are constantly developing, learning new things, and it's all on a professional level. Sometimes, in an unfamiliar company, you can participate in a conversation on one difficult topic, then another, and another. And in the end, they will ask you, "What do you do for a living?" Because just a moment ago, you were expertly discussing dentistry, roofing production, and children's nutrition.

- How to learn copywriting? What do you need for that?

- I can judge by my colleagues: a humanitarian mindset, erudition, well-read, and articulate speech. A high level of general culture. Not to write some kind of nonsense. On the contrary, these qualities are needed to write an easy post in youth slang, for example.

This does not mean that technical specialists cannot become copywriters. No. I would say that in this profession, you can find applications for a wide range of your qualities.

- Do you think there is a risk that robots might replace copywriters in the near future?

- Robots? I doubt it. No robot will agree to make so many edits! And no one, except an experienced copywriter, will understand how to consider the client's request, "I don't visually like the comma here."

But seriously, you need to put your soul into the text. And constantly learn. It is necessary to be very erudite, to be able to find information in authoritative sources. Sometimes, for the sake of one paragraph, you need to read several articles on the topic. For me, my previous experience, two higher educations served as my education. But it is not necessary. Sometimes my daughter, who was still a student, joined the projects. So, the start can be very short.

- What about salary?

- It varies. It is definitely an excellent option for part-time work for a student, for earning money while on maternity leave, or while you are searching for your calling. But if it drags on, then you take on more complex tasks, and then the salary becomes very competitive!

- What professional and personal qualities should an ideal copywriter possess?

- I have already mentioned literacy and a high level of general culture, erudition. Also, of course, diligence, perseverance, stress resistance, and strong nerves. Responsibility: a deadline is a law.

- Where to look for a job? How did you find your first employer? What is the format of interaction with the employer for you now?

- Everyone has their own path and ways of finding work. It can be freelance exchanges, cooperation with outsourcing companies, or finding a permanent employer. In my case, the format is as follows: I am sent an assignment, deadlines are set. I study it, if I can/have time/am interested, then I agree.

- How do you see your further professional development?

- A copywriter always has room to grow. Both horizontally - towards more complex and large-scale projects, and vertically - towards a moderator, an editor. I am moving in both directions.

- What advice would you give to a beginner copywriter?

- I have a wonderful piece of advice for beginners: "Just start!" Until you try, you won't know which topics work better for you, which style suits you more, what workload you can handle. For the first five years, for example, I participated in every tender that was offered to me. I didn't refuse any project or topic. Even a difficult, unfamiliar one that required reading a lot of material. And this is not only about money. It may turn out that you can write the best on this topic. You have to try.

And don't expect your text to be accepted on the first/second/third try. It doesn't happen. Or it happens extremely rarely. There will always be revisions. This does not mean that you wrote poorly. It's just that a different person accepts the text, they have a different experience, a different perspective, a different vision. So, don't perceive revisions as a mistake or a disaster, it's just part of the job.

However receiving a satisfied client review is a hundred times more pleasant.

*Cover Photo by Amelia Bartlett on Unsplash