How to Make it as an Advertising Creative

CHAPTER 9

THE DIFFERING CAREER PATHS OF ART DIRECTORS AND COPYWRITERS

HOW TO BE A GOOD COPYWRITER

In keeping with the rest of the book, this section is not about how to write copy. Instead, it’s about the skills and attributes that a good copywriter needs, above and beyond being able to write good copy.

In fact, it’s debatable whether the ability to write copy is still necessary at all. The demand for copywriting has shrunk massively in the last few years, as print advertising has become increasingly visually driven.

There are still examples of great copywriting around, on websites, on packaging, even in-store. But most creatives nowadays come from an art school or graphic design background rather than any kind of writing-related field, and often ...