As I started out as a young copywriter in the 1990s, one of my biggest influences was Ivan Levison, a freelance copywriter in California. He published a lead-generation e-newsletter called The Levison Letter in which he shared tips and copywriting strategies in the context of stories from his career.
One of my favorite issues of The Levison Letter, titled “My career as doctor, lawyer, bricklayer,” noted the similarities between the skills of these professions and the skills required to be a good copywriter.
The email began:
“My clients pay me to write. But I think I do a lot more for them than that. As a direct response copywriter, I have to call upon a number of very different skills and put them all to work on my clients’ behalf . . .”
Ivan went on to compare his skills as a copywriter to:
Doctors.
Just like doctors, copywriters must ask probing questions before they can diagnose problems and treat them effectively.
Bricklayers.
Like bricklayers, copywriters are skilled workers who practice a specific craft. When a client needs to build a message using words that sell, there is no substitute for a professional copywriter.
Lawyers.
A company may have a great product to sell, but that doesn’t guarantee people will buy it. Just like a lawyer, a good copywriter must present a persuasive case to convince the jury (prospective buyers) and make the sale.
Great stuff, right? Here’s the email so you can see it yourself.
Years later, it got me thinking. Might there be other noble occupations out there with which copywriters share skills? Today, with tongue planted only partially in cheek, I would add:
Psychic.
When a job requestor or account manager neglects to communicate critical information at the start of a job, being a mind reader is key. Copywriters who lack psychic abilities can still find success by carefully reviewing the available information, thinking critically about what they need to know and asking intelligent questions to prod the appropriate people to fill in the gaps.
Researcher.
Sometimes, a copywriter receives almost no background information about a product, service, company, or industry because there’s simply no one around who can provide it. When this happens, a copywriter may need to do all of the research himself, incidentally becoming a subject-matter expert (and polymath) in the process.
Diplomat.
One of the trickiest parts of a copywriter’s job is responding to stakeholder feedback. Sometimes, the feedback is helpful and smart. Other times, it is barely-coherent, self-contradictory blather that exposes the stakeholder as an impulsive nitwit who couldn’t be bothered even to read the copy. Responding diplomatically to such stakeholders requires skill and finesse, not to mention the patience of a saint.
Psychologist.
Just like a psychologist, copywriters must possess a deep understanding of people. What do they care about? What are their pain points? What will motivate them to act?
Ventriloquist.
Every so often, copywriters must speak directly for others. Whether pre-writing testimonials for approval by customers or channeling the CEO for a quote in a press release, there are times when copywriters must roll up their sleeves and stick their hands right up there to articulate what they need to convey.
Marketing manager.
When the strategy is half baked and the campaign goal is unclear, sometimes it befalls the copywriter to make everything make sense. If the marketing manager himself can’t do it (and sadly, that’s often true), then who else will?
Fixer.
Remember Winston Wolfe in Pulp Fiction? This fixer was a model of efficiency under pressure — a no-nonsense performer who responded to crises and cleaned up other people’s messes with style and grace. Copywriters are like that, too. I remember a time in my own career when I wrote for a public university system — after our ad agency of record dropped the ball on a major campaign, I came to the rescue with a slogan and brand messaging that saved the day. Hey, it’s not bragging if it’s true!
Graphic designer.
Now, I’d never condone stepping on the toes of the copywriter’s best and closest partner. But as times and technology have changed, some situations now call for copywriters to select photos (such as for social media) and even design landing pages entirely by themselves. Even short of that, good copywriters have always written their copy with an idea of how it will look to the reader.
Web developer.
Once again, technology is changing the role. Yes, some copywriters write code, but many more create web pages and entire websites (like this one) using drag-and-drop platforms such as WordPress, SquareSpace, and Weebly.
Data analyst.
When I first heard about Levison in the 90s, copywriters had to rely on data analysts to provide details on the performance of their campaigns. Today’s technology allows copywriters to test different approaches and see the results of digital efforts such as ads, emails, and landing pages in real time.
Language translator.
Copywriters are translators. We translate facts and data into information, features into benefits, and jargon into words and ideas that prospects can easily understand. (Slightly related, here are 48 business buzzwords I hear too often in the workplace.)
Master debater.
To be successful, a copywriter must use unassailable logic. Good writing is based on clear thinking, after all. And like a master debater (keep your smart comments to yourself, thank you very much) it doesn’t hurt to be quick on one’s feet.
Entrepreneur.
Freelance copywriters know better than anyone the many hats a copywriter must wear. (Freelancing isn’t easy, but I highly recommend it.) Being your own boss means becoming all of the above and more, including bookkeeper, legal advisor, IT professional and janitor.
Copywriters, what occupations would you add?
Well, what do you think? Do you agree with my list above, or do you have other occupations to add? Did you ever (or do you still) follow Ivan Levison and his Levison Letter? Share your thoughts in the comments below.
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