As content competes with advertising as a business and marketing tool, commercial writers (like me) are seeing shifts in the skills that we need to keep our work relevant.
Copywriting, especially in the context of advertising, has been one of the most storied and influential creative roles in marketing. Advertising legends like Leo Burnett, Mary Wells, and Lester Wunderman started their careers as copywriters.
David Ogilvy, my professional role model who built a global agency where I spent nine years, worked as a salesman, researcher, and writer before he became an agency CEO and industry icon. But he said he ultimately wanted to be remembered as “a copywriter who had some big ideas.” Before anything else, he wanted to be remembered as a writer…
Copywriting in the Content Era: A Guide for Writers Starting Out