Copywriting has earned its spot in modern jobs, freelance and industrial. But what spot has it earned. The relevance of copywriting in marketing and business especially on the internet is being underrated.
Copywriting is a skill mastered by writers; a skill used to voice an individual’s own desire for more while focusing on a product or a service.
And every company, brand, agency, organization needs writers to help deliver their variety of offers.
Corporations have many different departments that hire copywriters. These include;
Advertising Department: The advertising manager in charge of this department works with the outside agency to develop major ad campaigns. The agency buys space and places ads according to a media plan approved by the ad manager. The ad manager also hires and supervises staff writers who produce trade ads, brochures, catalogs, trade show displays, and product datasheets. They might also write the company magazine and the annual report.
The In-House Agency: The in-house agency is an advertising department that functions as a full-service advertising agency. The in-house agency buys space, places ads, and receives commissions from the media, just like a regular advertising agency. The in-house agency offers the advertiser a broader range of services than the advertising department (these include media planning and buying and television production). Some in-house agencies even take on outside clients whose businesses don’t conflict with the corporations.
Marketing Communications: The marketing communications department produces communications that support a company’s marketing efforts. They write industrial films, slide shows, sales brochures, easel presentations, and point-of-purchase displays. Marketing communications writers spend all of their time writing advertising support material; they rarely write the ads themselves.
Public Relations: Many advertisers have a separate department that handles public relations. Writers in these departments turn out news releases, feature stories, and other publicity-related material, such as newsletters and fact sheets.
Employee Communications: The writers in the employee communications department help top management communicate with the employees. As an employee communications writer, you may be asked to write a slide show used for recruiting new engineers and MBAs from universities, a film that gives plant workers an overview of the company, a series of booklets explaining the benefits programs, or the weekly employee newsletter.
Audiovisual Communications: The AV department produces videotapes, films, and slide shows used by such departments as corporate, employee relations, marketing, sales, advertising, and training. Many AV departments hire full-time writers to write scripts for these films and presentations.
Corporate Communications: Corporate communications is a service department that helps corporate management communicate. Corporate communications writers ghostwrite speeches and articles for busy executives. They may also be in charge of the annual report, the corporate ad campaign, and other communications aimed at stockholders, investors, and the general public.
Technical Publications: The technical publications department is a team of technical writers, editors, and artists who produce reports, proposals, manuals, and other technical documents. They may also get involved in data sheets and product brochures.
In the success of any brand, there is one or more copywriter responsible for crafting beautiful words that attract an audience to buy a product, hire a service, sign up for a membership, join an organization or identify with an entity; and in the next post, we have highlighted the top tips and tricks these copywriters use to do just the following stated above.
