Hi, I'm brand new to this forum. I am looking for some kind of support, because I am feeling a little undervalued at work and I'm wondering if anyone had some ideas on how a copywriter can measure their skills.

I feel if I could measure this and see that I do have an aptitude then I will be spurred on to keep going and keep improving.

I am new to the copywriting industry and I have a job which entails office support and basically writing support for the office. I proofread and copyedit a lot of business emails and newsletters and am having fun branching out into writing web copy for online businesses. I love working with words, although my boss seems to wish I could dash out brilliance in half an hour and get on with the accounts. I prefer to let my mind wander so I can really get the feel for what I am trying to achieve with the content.

This seeming 'lack of structure' doesn't inspire confidence in my boss, but what's the reality here? How do other writers work in a structured environment. I know there are many considerations in writing copy like knowing your audience and homing in on the benefits etc, but I am interested to know how others go about their writing task, how long it takes and how they justify the time they take to write etc.

thanks for listening!

R

Hi numberless. Thanks for your post.

You're not in a nice position, are you? Unfortunately, in my experience, people either appreciate the value of copy, or they don't. I gave up a long time ago trying to convince anyone.

I know that's not that helpful, but it might save you some heartache, at least. People who expect you to punch out copy in half an hour typically don't know what's involved. They're also normally the sort of people who claim they could do it themselves (and quickly) - despite the fact that they're paying you to do it!

In terms of how you work, there's really no right way. No matter what your boss thinks, copywriting is an art. Like any other art, it requires you to be 'in the zone'. If you need to let your mind wander to be in the zone, then that's just how it is.

However, having said that, every business needs return on investment. If you feel like you're taking too long (or that your boss may fire you), perhaps you just need a little more structure for yourself. The way I do this is to set myself a series of questions to which I must know the answers BEFORE I start writing. Ask yourself / your boss / the subject matter expert the following.

- What is this copy about?
- What is the objective of the copy?
- What is the overriding call to action (e.g. Call our hotline)?
- Who is your typical reader (e.g male, 30-45, professional, affluent, physically active)?
- What problem / need / situation has caused the reader to read this copy?
- How would your reader achieve their objectives without your offering?
- What are your overriding / strongest or most unique selling points?
- What makes your delivery of this offering better than that of your competitors?

Then, when it comes time to actually write the copy, try applying a standard logic each time. I find that almost all copy can follow this structure (more or less):

1) Identify reader's need / problem (to illustrate domain awareness and to engage the reader - e.g. "If IT is core to your business operation, you can't afford downtime. Unplanned downtime can result in significant loss of profit, possibly even business failure.")
2) Discuss generic solution (e.g. "The most effective way to avoid unplanned IT downtime is to ensure you have a comprehensive disaster recovery plan in place. Disaster recovery...")
3) Discuss your specific delivery of this solution (e.g. "Widgets Disaster Recovery Services is Australia's leading provider of disaster recovery and business continuity solutions. We have data centres all around the country, and blah blah blah..."
4) Summarise with a brief statement which subtly but explicitly links your delivery of the solution with the resolution of the reader's problem or resolution of their need (e.g. "Widgets Disaster Recovery Services has the experience and expertise to help ensure that your business doesn't lose business due to unplanned IT downtime.")

Obviously, you need to overlook the simplistic (i.e. poor) copy in these examples.

Oh, and in practice (depending on the length of the copy), sections 2 & 3 often overlap (or are combined).

Hope this helps!

Cheers.

Hi Glenn,

Thanks for your prompt reply. I felt so much better when I read your first comments about some people not knowing what goes into it. And I do feel that my boss thinks that writing is a breeze. My boss is good at putting ideas down, but perhaps not at getting them in the right order and that is usually where I come in. I'm the fixer - but someone else has put the big effort in by writing from scratch, so my job is devalued because I didn't think of the ideas. And so my self-esteem is reduced again.

I don't think the boss quite realises the value of getting words right which means my services don't equate to value for money, even though they'd be paying for a freelance copyeditor for every little thing if I wasn't there (or would they just let things go? Scary thought!).

I've taken your notes on structure on board. I realise I have to make sure that I follow steps while I'm in my 'zone' and this should save time.

I am not feeling good about my future with this company and wonder whether I should just bite the bullet and ask straight out - how much do you value my contribution - and if the answer is not positive, I should just get out of there. Or, should I get a bit fired up and really try to show the boss where the value is.

This is where the 'how do I rate my skills' comes in. I have to figure out how to sell my employer on my employability - can't help resenting having to prove my worthiness again and again. I wonder how I can spin this into a positive and come out fighting?

Although I'd love a response to this - don't feel you have to reply to a rant! You have given me some valuable info and I will use it.

thanks again,
Numberless

Hi numberless. Don't think I can offer you much on that score. I suspect if your boss doesn't appreciate you already, then you're fighting an uphill battle. When I was an employee, I found that bosses and managers didn't change their opinons very often. (Sounds a bit fatalist, I know...)

I reckon your best bet would be to stick in there and get as much experience as you can, especially stuff that'll look good on paper. Hone and broaden your writing skills and, when you feel you're ready to take on another role, simply find one that suits, then quit.

I was never any good at working for unappreciative bosses, so unfortunately, I'm not in a really good position to advise you as to how you can diplomatically improve your situation while you're there. Perhaps someone else can contribute something on this score...???

Thanks Glenn,

You really are the voice of reason. I think you're right and I feel good about staying for what it can give me, which is the kind of perspective I was looking for. I do need the experience and I do need time in the job for my cv. Not to mention the networking opportunities.

I would be interested in other's stories about how they operate day to day.

Have a great summer break!

Numberless

Hi Numberless
What a predicament! Value is often in the eye of the beholder. However, maybe you have some results you can show your boss. More people stayed longer on a particular web page after you fixed the copy etc.

Really though it's about whether or not you think you're doing a good job and being the best you can be. I work for myself and sometimes I great feedback from my clients and sometimes I get no feedback at all. My satisfaction lies in feeling that I've done the best I can for them (as well as having my invoices paid on time )

Use this job as experience. Read all you can about your craft. Check out Glenn's articles they're full of great advice.

Good Luck
Munaiba