A copywriter who is creative creates advertising or other copy that encourages readers or viewers to take action, such as purchasing the advertised product. He or she may work from home as a freelancer, but he or she usually has at least several years of experience working in an advertising agency’s creative department. A creative copywriter must communicate persuasive concepts in words that will interest and compel the target audience to take the required action, not just be artistic or inventive for the sake of being artistic or inventive.
Catalog copywriters, for example, are given a photo of an item to sell with words so that customers will order it. They have a limited amount of time to describe the product in a compelling manner. Many people mistakenly believe that the photograph, rather than the written description, is what makes people want to buy a product, but studies have shown that it is the persuasive words that make the biggest difference in sales. A skilled copywriter knows how to appeal to potential buyers by emphasizing the item’s advantages, such as its convenience or cost-effectiveness. He or she doesn’t just talk about the item.
If the item is decorative or luxurious, such as jewelry, a few lines beneath the photograph of the piece describing the metal, gems, and all of the details may entice people to order it. However, if the creative copywriter can write about the jewelry in such a way that each person reading the copy feels the piece is perfect for his or her needs and desires, the item’s sales are likely to skyrocket.
The reason why creative copywriters come up with product names is to make a personal connection with the target audience. It has the potential to boost sales. For example, the same set of towels could be marketed as “Blue Tropics Luxury Towel Set” or “Towel set – blue.” The plain description is unlikely to elicit any emotional response, whereas the tropical one is likely to conjure up images of beach vacations at a luxurious resort. Such pleasurable advertising can make a significant difference in product sales.
While most ad agencies today prefer to hire educated creative copywriters, the ability to communicate persuasively and creatively is more important. Copywriters who want to have a long career in advertising study copywriting on a daily basis. They devote a significant amount of time to improving their ability to communicate concepts to the target audience. A copywriter who is creative studies past and current ads and reads copywriting books written by successful copywriters.