The only copy everyone reads
One of the hardest things copywriters do is write headlines. Even for veterans of the ad industry, it remains the greatest challenge, especially in print. In a print ad, the headline has to grab someone’s attention and interest them enough to want to find out more. It if can get across the purpose of the product, all the better.
Whenever I talk to someone who wants to learn about making a career writing, I always ask them what sort of career they want. Because the truth is that while there are many, many careers that require writers who think and write creatively, not all of them call for the same kind of writing.
If someone tells me they want to write, I ask them one simple question. This is a question that I wish someone had told me when I went into advertising, because I didn’t appreciate how differences in writing styles play out in different jobs. The question is:
Do you consider yourself a wordsmith or a storyteller?