Estimated reading time: 2.5 minutes
So, today is copywriting. If you want to know what that means, it means that I’ve decided to try a blogging experiment. I’m going to write to a daily schedule so that on any given day, if you want to tune in, you’ll know what to expect. Plus, I make sure I cover everything I do and learn from it. And the schedule is:
- Monday – media
- Tuesday – copywriting
- Wednesday – social media
- Thursday – tech/digital
- Friday – not decided yet but it might just be ‘stuff not covered elsewhere’
Let’s see how it goes.
So, with that preamble out of the way, now the first sentence makes sense. Today is copywriting.
I started out as a technical author, and that would range from the mindlessly tedious through to the fairly interesting. Then I ‘grew up’ to be a fully paid-up copywriter. That’s where the fireworks started. This ranged from the improbable to the impossible.
By which I mean: on any given day you could be writing several different pieces. These ranged in form and content. The form could be press releases, bylines, features, competition entries, web copy, blog posts, and everything else. The content could be the best paper to use in a printer, the advantages of cloud computing, the shaving habits of the Belgians – and, again, everything else.
So is any copywriter particularly knowledgeable about printers, servers and Belgians? Of course not.
But that’s part of what a copywriter ‘does’. As in: give a copywriter a brief to explain the second law of thermodynamics to, ooh I don’t know, five year-olds. As a blog post. What a copywriter will then do is immerse himself or herself in the subject matter, fill up their heads with the stuff, then write about it (actually, the good copywriter will offer creative alternatives and the excellent copywriter will ask what you’re trying to achieve and why).
Then – the copywriter will forget it. It’s done. Sure, bits of it will stick, but a week later, ask that copywriter what is meant by that statement that “the entropy of an isolated system which is not in equilibrium will tend to increase over time, approaching a maximum value at equilibrium”, and you’ll be met with a blank stare.
Is this a bad thing? No. What it means is that good copywriters can write about anything. If they’re doing it right, they’ll recalibrate their heads and ‘become’ that expert in that particular, specific subject matter for that particular, specific period of time. Then they’ll delete, expunge, dormant that information until or unless they need it again.
So next time you’re startled because a copywriter cannot remember something he or she wrote about last week, don’t be. It’s because this week, they’re an expert on something else. As well as copywriting, of course.