Chandler Bing leapt about like a loon when he was told he'd jumped up from internship to junior copywriter. Getting into this profession (regardless of age) and excelling in it, isn't as easy as thinking up a sneaker advert.
Becoming a copywriter
Most people fall into it by accident. I didn't even know it existed as a profession.
Ever since I was a child, I like writing and wanted to be an author. I thought this was the only profession open to someone who wanted to write for a living. Then as a post-grad, I discovered journalism and did a diploma.
However, despite doing a marketing degree, working in marketing and publishing, I didn't know it existed as a job until I entered the digital world.
There, I discovered I had a knack for it. With a journalistic foundation, I built up my skills and knowledge until I reached the dizzy heights of consultancy. Having passion and ambition is half the battle.
The problem with being becoming a copywriter is its job scarcity but resource abundance. Also, there are a lot of people out there who aren't that good.
So, work on your portfolio (even if it means working for free to start with), profile and network. And persevere - copywriting isn't for the faint-hearted; this will help build up that invaluable rhino skin
On the job
I've nurtured a fair few copywriters in my time. They come in varying degrees of ability. For some, it's natural and they learn quickly. For others, it's something they never really take to but it adds to their self-image.
As harsh as this sounds, invest in the ones with talent. Trying to impart skills onto someone without aptitude for it is a waste of your time and giving them a false sense of hope.
Firstly, share your knowledge. Even the basics. It may seem obvious to you, but you've been doing it for so long, it's like going into auto-pilot. It's not obvious when you're starting out.
Lead with benefit is something I say as easily as saying hello. If you're starting out, it doesn't mean very much. Explain and give examples.
Everyone should be peer-reviewing each other's work as standard for quality assurance and governance reasons, but use this to praise and a guide. DO NOT REWRITE.
I learnt so much just by sitting next to accomplished copywriters. I got so much out of editorial exchanges with the team. And some honest, but tactful feedback is priceless.
Off the job
When you're not perfecting your craft at work, take a look at what other people are doing.
There's nothing like critiquing bus stop posters or leaflets that come through the letterbox. There's so much you can learn from good and bad examples of copy.
Keep a little scrapbook of them. My faves tend to be from TfL and Pret, but there are loads I keep in my back pocket for when I need to illustrate something.
At this stage, you're not expected to know about AB testing, behavioural economics or the other stuff I blog about. As I tell my team, you need to be brilliant at the basics before you can reach for the star projects or positions.
And no matter where you get to or how, never stop learning.
