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Copywriter
Copywriters interpret how the potential market will react
to an advertising proposal, and write material to advertise
products or services.
Copywriters may perform the following tasks:
- study products or services to decide the main selling
features
- create ideas for advertising and promotion, together
with art directors
- plan and write headlines and text in such a way as to
appeal to the people most likely to buy the product, and
submit copy for approval
- assist with ideas, often thinking up names for products
and write the slogans that appear on the packaging and other
promotional material
- write advertisements for newspapers, radio, television,
cinema screens, billboards, catalogues and for displays in
shops
- write brochures, annual reports, documents, speeches and
other sales and promotional material
- discuss theme, style and length of copy with advertisers
or management, to determine the most suitable approach.
Copywriters may specialise as continuity writers who write
scripts for announcers to provide continuity for radio and
television broadcasts (see description for Writer).
With experience and sometimes further training, copywriters
may become creative directors in advertising agencies, where
they supervise the work of staff in the design area, or
advertising managers in retail or manufacturing firms.
Required Skills - Copywriter
- an observant and inquisitive approach to people and
their environment
- shows insight into human behaviour and motivational
needs
- creativity and originality
- able to analyse a situation quickly
- able to pick out relevant facts and to dramatise them
- able to write clearly
- good concentration
- technical ability when writing for theatre, film and
television
- able to work under pressure
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