For about seven years in the 1990s, I was self-employed, doing my thing as a freelance copywriter and creative director for my own small business, Cargill Creative. It was the time of my career, a period of exhilaration and entrepreneurship I’ll never forget. As challenging as it was to have to fend for myself, it [...]
Since my first post on February 17, 2004, I’ve written more than 91,000 words on A New Marketing Commentator, but these are going to be some of my last words here for a while. Yes, it’s time to give this blog a rest – again. I’m sure I’ll be back soon, but I’ve decided it’s time for another break [...]
Blogging, Copywriting, Direct Marketing, Facebook, Fundraising, LinkedIn, Marketing, Public Relations, Social Media, Twitter
If you’ve been reading this blog for the last few months, you know I’ve been writing a series of posts on copywriting. Similar to the approach I took with my series on social media, I’ve looked at copywriting from a 30,000-foot level, focusing on the principles you need to be mindful of if you want to succeed in this [...]
Advertising, Blogging, Branding, Cause-Related Marketing, Copywriting, Direct Marketing, Facebook, Fundraising, Marketing, Public Relations, Social Media, Twitter
10. Use social media.
A copywriter’s job is to use the written word to promote something or someone using a variety of media, anything from radio to TV, direct mail to email, websites to billboards, print ads to assorted signage, sky writing, you name it.
And today, included among all that tried-and-true, traditional media are blogs, Facebook, Twitter and other popular Internet-based, [...]
Advertising, Blogging, Branding, Copywriting, Direct Marketing, Marketing, Public Relations, Social Media
9. Sweat the small stuff.
It’s one thing to be a creative genius, to be that extra special someone in the room who can come up with surprisingly brilliant ideas practically on demand, time and time again.
That’s the glamour and glory of the business.
But the consummate copywriter is actually a stickler for details, someone who’s as strong on [...]
Advertising, Blogging, Branding, Copywriting, Direct Marketing, Fundraising, Public Relations, Social Media
8. Be a team player.
Most copywriters are accustomed to working alone, sequestered away from the rest of the team, doors closed, blinds drawn, working feverishly against time.
It’s what we do out of necessity, when there’s no room for distractions and we just need to put our heads down to get the job done as soon [...]
Advertising, Blogging, Branding, Cause-Related Marketing, Copywriting, Direct Marketing, Fundraising, Marketing, Public Relations, Social Media
7. Meet your deadlines.
If you’ve been around the block once or twice as a copywriter, you know better than to think anyone’s going to just give you enough time to do your very best work. You have to make the time.
Yup. Over the course of my career, I’ve rarely seen a schedule that permits a copywriter the luxury of putting [...]
Advertising, Branding, Copywriting, Direct Marketing, Marketing, Public Relations, Social Media
6. Exercise good judgment.
A copywriter has meetings to attend and research to conduct, but the majority of his or her work hours are spent, well, writing copy – and often under the pressure of exceedingly high expectations and incredibly tight deadlines.
Talent is important. But so is good judgment. Whatever you’re writing, you have to have both [...]
Advertising, Blogging, Branding, Copywriting, Direct Marketing, Fundraising, Marketing, Social Media
5. Keep your head out of the sand.
It’s no coincidence that some of the best copywriters in the business have eclectic tastes and varied interests. When they’re not hunkered down on the job, sequestered under tight deadline pressure, they’re taking in all that life has to offer as both spectators and participants.
They’re bookworms, moviegoers, sightseers [...]
Advertising, Branding, Copywriting, Direct Marketing, Marketing, Social Media
