Advertising copywriters, like most other employees, are paid for the time they spend writing and editing content.
But for many, it can be a demanding and time-consuming job.
As part of the new TV ad industry, there’s been a boom in creative writing classes, and those who are successful in the business can earn thousands of dollars.
“When I started, I was writing for the school newspaper,” said Emily C. St. Clair, a television ad copywriter and creator of the popular website Adwords.
“Now it’s a little bit more of a professional career, and there are tons of companies who want to hire people like me to write for their ads.”
St. Clair has worked with many ad agencies and brands on their TV ads and has a large list of clients, from a restaurant chain to an international travel agency.
“I think we’ve been doing more than a couple of hours of work in the studio every week,” she said.
“We have so much creative, and we can see a lot of the ad formats.
We can see the type of content, and how it’s presented, so we can put the best product together.”
For her part, St. Claire has found that she needs to write about topics that resonate with her clients.
She recently wrote a piece for a restaurant company, which is seeking a creative copywriter for the brand’s upcoming advertising campaign.
“We want to make sure our ad copy is memorable and has the right mix of elements,” she explained.
“It’s also important to me that our ads aren’t overly emotional or confusing.”
For some ad agencies, the work is very rewarding.
One such ad agency is McCann Grandad in New York City.
McCann Grandads creative agency is based in New Jersey, and St.clair works closely with the company’s creative director, Michael Siegel, and its senior VP of creative, Adam Daley.
“It’s a great environment,” said St. Clyres creative director and copywriter.
“I’m very proud to work for McCann Granddads, because we’re a great place to start.”
While many creative professionals in the industry are getting paid well, many others are struggling.
Advertisers often pay a higher rate for their copywriting work than they do for other types of content creation.
“Some of the content we write is a bit too personal,” said Adwords copywriter Sarah McEwan.
“A lot of times we need to get away from that and focus on more professional-grade copy.”
McEwan works in the advertising department of a major consumer electronics company, and she said she’s seen an increase in the number of creative agencies seeking out her services for their advertising campaigns.
“Advertisers are starting to get creative, too,” she added.
“They want more information.
They want to be able to see the brand and know what the person in charge is thinking.”
For Adwords and other digital ad agencies in the digital space, there is a great deal of value in being able to work closely with a copywriter who can tailor their content to the brand.
“They can help the brand get the best results for the consumer and for the advertiser,” said McCann Granddad’s Siegel.
“There’s a lot to do, but there’s a ton of value to being a copy writer.”
For the best possible results, the agency needs a copy editor who is passionate about what they do, who is willing to spend a lot on their copy and who can also communicate with their clients.
“If you have a good copywriter, they will be happy to take a chance on you,” said Siegel of McCann Granddar.