Art comes in many shapes and forms, an artist creates with colours, a singer paints a picture through their voice, a dancer tells a story through movement and a copywriter? When given the opportunity, a copywriter can breathe life into a brand by expressing their creativity and, like most artistic occupations, the skill it takes to be a copywriter cannot be taught.
For instance, a dancer can spend many years training their body to move gracefully but if they cannot hear the rhythm, they seldom succeed in their career. And yes, we hear stories about the “underdog” pouring their heart and soul into their dreams and through blood sweat and tears, they manage to succeed, but when it comes to creative thinking it can be difficult to spark the creativity in one’s mind, after all, it’s not a light switch that can be turned on and off at will.
There are three skills needed to become a successful copywriter, we’ve mentioned creative thinking, but creativity goes hand in hand with brand language adaptability and of course current trend consciousness, these three skills are pivotal to a successful advertising concept.
Brand language is vital as it gives any particular brand personality, you almost need to imagine that the brand you’re looking at is a person. For example, if you were to describe Apple, you would talk about a younger “hipster” type individual who wears glasses ironically and is probably is a fashion blogger by profession.
Current trends play their role by enhancing the relevance of a concept, for instance, you wouldn’t reference High School Musical lyrics when advertising to a 40-year-old accountant. Playing on current trends is pertinent to the Nando’s advertising strategy and mixed with their cheeky brand language, is their key success.
It is a copywriter’s job is to find the balance between all three, think of your concept as balancing on the three legs of a tripod, if any leg fails, your idea can at best be considered adequate.