Promotional copy is written a marketing copywriter. He or she could work on ad campaigns, direct mail campaigns, or Internet marketing copy. Marketing copywriters use persuasive language to persuade their target audience to take desired actions, such as purchasing a product, signing up for a newsletter, or entering a sweepstakes.
Less experienced copywriters will usually work under the supervision of a senior copywriter, who will edit their work. Before coming up with a concept, marketing copywriters usually attend regular meetings and may meet with clients to discuss project ideas. Marketing copywriters frequently conduct research to ensure that the details of their copy are correct and that the copy will resonate with the target audience.
A marketing copywriter may write brochures, ads, websites, direct mail packages, or a variety of other promotional materials, depending on the agency and its clients. He or she may primarily write printed material, web copy, or radio and television broadcasts. Marketing copywriters spend a lot of time thinking about and experimenting with different concepts. Many copywriters jot down their thoughts and save them in a file for future copywriting projects. A marketing copywriter is expected to write words that connect strongly with the target audience on a daily basis; persuasive communication is expected from a marketing copywriter on a daily basis.
Many good marketing copywriters are constantly learning new copywriting skills. They must keep up with societal trends and be able to comprehend how their target markets think and act. To complete an ad, brochure, or other piece of copy, graphic designers add design elements such as different font sizes and photographs to the copy written a marketing copywriter. Senior art directors and marketing copywriters typically collaborate and each oversees a team of employees while reporting to a creative director.
Unlike agency copywriters, freelance marketing copywriters must spend a significant amount of time prospecting for new clients. Client work is provided for copywriters working in agencies, but freelance copywriters must constantly find new clients to stay in business. In many cases, freelance copywriters can work from home, but finding well-paying clients can be difficult because most online copywriter jobs are usually short-term assignments with low pay. For a freelance marketing copywriter with agency experience, spending time calling and meeting with potential clients in person is often a better option.