I’m always keen on helping copywriters get better. To improve, note the following:
1) Read more.
There must be a genre you’re interested in. I like sci-fi so I read shelves of it. Also force yourself to read literature you aren’t too hot about. You don’t need to read a lot of it. Just a bit so you get the feel, tone and manner, for writing different subjects. For example, read a page from The Economist (boring?) so you know how an ad targetting general managers and CEOs should sound like. Truth be told, in my first year as a copywriter, I collected — literally ripped off — pages of magazines, brochures, etc, because I desperately wanted to get the right tone across to my reader. As a writer, be versatile.
2) Write many headlines.
This tip has been passed on from generation to generation; it stretches back for about 250 million years. The more time you have, the more time you should spend on your headline. You’re paid good money for great lines. So do it.
3) Craft your copy.
Never be satisfied with your first draft. Rewrite until just before Traffic comes to you with a death threat. Can your read be smoother? Should you cut out portions that don’t work? Need to elaborate on certain points? Are you using words or expressions you aren’t so sure about? Do yourself a favour. Edit you work as much as you can. The more you edit, the less your CD will and the smarter you’ll look. If you’re really brave, ask people you trust to read your copy and ask them if they get the point. You know what to do do if they don’t. One more thing: kill as many puns as you can.
4) Watch your grammar and speling.
Whenever I’m caught with a grammatically-incorrect sentence, I get the urge to open the nearest window and jump out. Because English wasn’t the primary medium of instruction at school, I’ve had to work extra hard to ensure my writing contains no errors. It is very handy to keep a grammar book with you. Look for The Elements of Style if you’re interested. Lastly, always check your spelling.
I hope these four points will help you further your copywriting career. It is a profession much in demand, not only in Malaysia, even here in Australia according to a local CD. That being the case, work hard at it and the rewards and awards will most definitely come. I am impressed by your determination to make it as an award-winning creative. Keep it up.
I’ve learnt lots from this article: http://ihaveanidea.org/articles/index.php?/archives/407-AN-INCONVENIENT-TRUTH-FOR-COPYWRITERS-HOW-TO-WRITE-HEADLINES-AND-WHY-YOUR-CAREER-DEPENDS-ON-IT.html
