February 24th, 2010
hen I asked yesterday whether copywriters had any perceived social status, readers’ comments suggested that there is another, more pressing, question that needs to be asked.
Rather than come up with a new way of asking it, I’ll pinch Rowena Forbes‘ comment wholesale:
Don’t you think, as people who are supposed to be ‘good with words’, that we really should be able to come up with a job title that actually conveys to people what we do?
Many of you agreed. When you tell people you’re a copywriter, most haven’t got a clue what you do for a living. Some think you do something with legal patents. Others think you put the little ‘c’ in the circle (ho, bloody ho).
But, yes – we could do with more clarity. Obviously, I want to attract clients who know what a copywriter or copywriting agency is – but what about those who want my services, but don’t know how to find them in Google?
So, what do you think? Should we continue to call ourselves ‘copywriters’? Or should we switch to ‘freelance writers’ or something completely different?
Share your thoughts below. I’m sure they’ll be clear ones…
Is ‘copywriter’ the best way to describe a livelihood?
10:57 am. Filed under: Blog, copywriting.
Author: Ben Locker.
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Tags: copywriters, copywriting, freelance writing, job titles
34 Responses to “Is ‘copywriter’ the best way to describe a livelihood?”
Lexiconic Engineer? Or if we’re doing it for a copy mill, Lexicolonic Engineer?
Love the post!
The term “copywriter” seems a bit quaint these days. Which is funny because I still refer to myself that way. Hard to let go! But with the the MMA-style “copy vs. content” fight raging these days–and content going for the knockout–perhaps “Content Writer” is more apt?
Wordsmith. End of discussion.
I hate ‘wordsmith’. I’d rather be unemployed than work under that name.
Agreed. I’ve dealt with one too many clients who use it as a verb: “we’ll just get John to wordsmith that, it should only take 20 minutes”.
Wordsmith my arse. (No, that’s not an invitation.)
An old Creative Director used to describe my work as “word weaving” and me as “Our resident word weaver” in-office and to clients…
I think it was a term of affection?
Most people i speak with don’t actually understand what i mean by ‘copy’ let alone copywriter – i find myself having to elaborate by stating “you know, the ‘words’ on the page”!
but have to say- liking the ‘Wordsmith’ idea!
Can’t remember where I read this, but apparently we’re doing detriment to ourselves even using the “C-word”. Apparently we’re supposed to be Creatives (another “C-word”)… is “writer” too much of a blanket term?
I think ‘writer’ is too much of a blanket term. If I say to people I’m a writer, they usually say something like “Oh, do you write books?” (as it happens, I have done, but that’s by the by).
‘Creatives’ is also rather a blanket term. I also hate it when people refer to an online advert or something as ‘a creative’. Don’t know why. Just jars with me.
Just thinking here, it looks like we’re stuck between terms that are too broad or narrow; writer is too all-encompassing, SEO/Content/etc. writer too specific (“Oh, she only does X, we need someone who can do XYZ.”)
Stop me if I sound paranoid…
Yes, it’s important to be specific – especially on the web. That’s why I have separate pages for specific services such as online copywriting and SEO copywriting, even though they are essentially the same thing (although the former is a bit more all-encompassing). That way, I stand a chance of being found by people who are looking for an ‘online copywriter’ or an ‘SEO copywriter’.
I used to call myself a creative as I had an art director for about a year. That met even more blank stares than saying I was a copywriter. As comparisons go, at least the latter has some indication of the profession. I’d argue that calling yourself a creative is far more generic than a writer.
To be honest, I’m quite happy with using the term copywriter. It beats the hell out of job titles like analytic consulant or information engineer.
I have stopped calling myself a copywriter as nobody has the first idea what it means.
I have now resorted to saying “I write the words that go on websites” very slowly so that people understand.
I don’t like ‘wordsmith’ at all, sounds a bit poncy!
Depends who is asking. If it’s an agency, I’m a creative. If it’s the plumber, I write brochures and websites. If it’s a direct client, I find out what they want and become that (or know someone that does)
. However, I have noted that since my work involves more bona fide marketing, the company name The Write Stuff is a bit misleading.
I’m with Michael which is to say that I’m identity confused. Writer, Creative (sometimes, but without the tanty’s), Content Writer (yes if it’s online, but offline sounds naff), Marketing Consultant (catch-all that works). I don’t use the copywriter term much at all really. Wordsmith sounds a bit pretentious somehow. I think a bigger issue is getting across how important our job is. Most people confess they can’t draw so they hire a graphic designer, whilst everybody assumes they can write. Why then would they need a writer?
I have used ‘commercial writer’. It’s not sexy, though.
However, trying to be sexy quickly leads to being pretentious.
I think there’s a definite and increasing blur in people’s minds about what a copywriter actually writes – copy and content more and more getting shmushed into people’s minds. But while I write web content, while I write press releases and the like (marketing communications),I really am a advertising writer – and that’s really what a copywriter does. Copywriters write promotions.
Now if I really want to get specific, I am primarily a direct response marketing copywriter – I write copy to generate a sale, click or some sort of response. Otherwise, to my DM mind, what’s the point otherwise?
FWIW.
There’s no doubt that those outside the creative industries are less likely to know the term copywriter. Perhaps it’s worth undertaking qualification in copyright law just to convert a few more leads…
Wordsmith I can’t stand. Makes me cringe if I say it in my head, makes me gag if I say it aloud, makes me do a little bit of sick in my mouth if I say it in front of a mirror.
@Angpang’s suggestion of commercial writer sounds one worth stealing though…describes the purpose nicely when you consider it alongside the term ‘technical writer’.
But are we complaining too much? After all, the confusion gives us the opportunity to explain it on our websites, weaving in all manner of keywords…
As a newbie to copywriting and as someone who’s still trying to work out what to call myself, I’m glad to see I’m not alone in struggling with the title.
I started calling myself a writer and people asked where I’d been published. When I mentioned web site content the look in their eyes spoke volumes. I ceased to become interesting and they moved on.
I called myself a copywriter and the other day an educated professional asked: “So what is it that you copy, exactly?”
It depends on context and it will probably stay that way. But I’m used to that – for years I was a ‘Consultant’ in the IT industry and that also needed explaining. No, I don’t have a clue how to deal with your home computing problem.
‘Copywriter’ is here to stay. Our challenge isn’t to re-write the job description, it’s to ensure its meaning is communicated clearly. Which is what we’re good at, isn’t it?
I agree with Andrew above – as someone relatively new to this profession I find ‘writer’ too broad a term and so I think ‘copywriter’ is better – although as other of your commentators have alluded to, it does require a fair bit of clarification to individual clients.
I don’t like ‘wordsmith’ either. ‘Taradiddler’ I could go for.
I hate the term ‘wordsmith’. I do not smite words. I may, however, smite a self-professed wordsmith for making me cringe uncontrollably. Perhaps I’m a potential wordsmithsmith.
It’s hard to get away from the copywriter label, as it’s the only professional term that encompasses what we do. I can’t see a cartographer renaming himself a Map Man for the benefit of people who might otherwise think he spends his time creating graphs showing how carts his company makes. We just have to accept that we have to explain our services to potential clients within the context of what they need.
That said, I was previously a partner in a business and called myself Boss Lady. It didn’t exactly convey what I did, but it did convey personality, and that’s what I was after.
Hand on ladies and gentleman. I have it.
tarradiddler
Even less people will know what it means, but it makes a nice noise. And there’s a gain of truth!
It doesn’t help that over in the states a Copy Girl is someone who photocopies. I love my site/twitter name, it’s cute, but it does spoil it a bit when people peg me as an office admin type.
I liked the post! I live in Kiev (Ukraine)and the word “copywriter” doesn’t translate into Russian or Ukrainian languages. So, when somebody asks me about my job and hears the answer: “Copywriter”, I have a lot of questions to answer…
My suggestion is “word-maker” – sounds creative and serious:)
I think copywriter is the right word to use with others in the trade: creative directors, marketers and copy managers.
With copywriting increasingly called “content marketing,” a case could be made for “content strategist.” But I can just see the CDs’ blank stares…
I don’t mind wordsmith–it captures the craftsman’s side of our work: the forging, twisting and, let’s face it, beating of words to which we all sometimes resort.
I don’t think “freelance writer” serves us. It sticks marketing copywriters (my preferred moniker) in a huge, generalized pool that includes content mill slavies.
With non-trade folks, you have to wing it. “I write advertising and marketing materials. You know, websites, brochures, ads, direct mail…” (Voice trails as listener’s eyes glaze.)
[...] few hundred years lead on the web – a lot of responsibility falls on content writers (or, is that copywriters? Or wordsmith? Or…tarradiddler?) to tailor their voice to an amorphous audience. And how do [...]
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This post was mentioned on Twitter by benlocker: Okay copywriters – you asked for it. Blog: Is ‘copywriting’ the best way to describe a livelihood? http://bit.ly/92I2Ss You decide……
It’s the same down under. Yep in Sydney, Australia a city full of advertising, most people do not understand what a copywriter is. But a copywriter is a business writer. They write things, that sell things. There is loads of theory and practice on how people have done this since marketing and advertising began. Ultimately, a good copywriter makes other people money.
Regards,
Chris.
It’s the same down under. Yep in Sydney, Australia a city full of advertising, most people do not understand what a copywriter is. But a copywriter is a business writer. They write things, that sell things. There is loads of theory and practice on how people have done this since marketing and advertising began. Ultimately, a good copywriter makes other people money.
Regards,
Chris.
http://www.christophercopywriter.com
http://copywritingpublicrelationsadvertisingmarketingsydney.com
I told my hairdresser (what? it’s too stylish for a barber, yeah) that I ‘write words for businesses’.
‘Oh,’ she said. ‘What?’
I explained how, say, a bank might need to write new posters and boards and websites and things.
‘Ohhh, I thought they had like a big pot of old ones or something and they just, you know, pulled them out from the cupboard when they needed them.’
I didn’t even try ‘copywriter’.
Neither did I tip her for the haircut.
Rob, so you did not tip her because you could not convey what it is you do? Nice
I don’t think there is a name we can call ourselves. For me I would need to use terminology based on whom I was communicating with.
Some understand copywriter just fine, a lot do not.
In the case of the hairstylist I would have used an analogy of how I would bring more customers to the shop.
She is not stupid, she just needed the right description.
I feel most of us fail to do that
Word-whore is the only expression that does it any kind of justice.
It’s no different in any other industry. Think about the people who do stuff with websites – they get officially titled webmasters, web developers, architects or god knows what else – but will probably describe themselves as web designers down the local boozer.
I have two sets of business cards. One’s for people who work in marketing and advertising and says I’m a freelance copywriter.
The other’s for people who aren’t in the trade and says I’m a managing director.
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