careers in copywriting part 2

Careers in Copywriting Part 2 : how do I get a job/how can I keep it?

What you’d like to believe…

§I’m special!§There are plenty of jobs for unprepared people§My superior education gives me an edge§I know a guy who’s making $75K and I got better grades, so I should do even better§If the hack who teaches this class is doing OK, just think how successful I’m going to be

What many graduates lack

• Basic writing skills• Computer skills for business• Presentation skills• Basic business sense

What potential employers say about you

The good news • Energy • Embracing diversity • Technological savvy • Healthy skepticism • New ideas • Capacity to learn

4

The not so good news • Need for affirmation • Ageist • Technology as the solution, not a tool • Poor writing skills • Impatience • Basic understanding of history,

economics, business etiquette

You’re gonna need one of these

Introducing

KILLER

SANDWICH PORTFOLIO

THE

The second best thing you’ve ever done

The best thing you’ve ever done

Great stuff (weed out the crap)

YOUR KILLER SANDWICH

Why? People tend to remember the first and last thing they see

TERMINATE B A D W O R K

BE RUTHLESS• GET RID OF SENTIMENTAL FAVORITES

• JUST BECAUSE IT WAS PRODUCED DOESN’T MAKE IT GOOD

• NOBODY CARES IF YOU GOT AN A

• IF IT’S NOT GOOD, MAKE IT BETTER…OR CUT IT OUT

NO MATTER WHAT SHAPE IT TAKES

•Keep it simple

•Make it visual

•Heavy on print

•Campaigns

•Web/social media

•Difficult assignments

•Keep updating

MiniBook

Website FullSizePor5olio

ThumbDrive

NO! NO! MAYBE

You’ve GOT A

CHANCE

❖ name

❖ personality

❖ pertinent information

❖ showcase work

❖ contact information

❖ demonstrate capability

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JILL SMITH, WORD DIVA

PRINT

VIDEO

DIGITAL

CAMPAIGNS

@wordsmith jillsmith@linkedin.com

Lsed, convallis id metus. Etiam vestibulum sem quis purus luctus cursus. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Etiam a metus arcu.

portfolios

don’t do this❖ Obvious, easy clients (Nike, Wonderbra, condoms, hot sauce, energy

drinks, humane society, drunk driving, Duct Tape, Sharpies, etc. )

❖ Well established, award winning brands

❖ Too many unpractical, unaffordable concepts

❖ Spend more time on design than the idea

❖ Something you’re not proud of

❖ Someting you’re proud of, but isn’t wonderful12

don’t forget❖ Award shows get you noticed

❖ Your portfolio only gets you in the door

❖ Academic endorsements mean almost nothing

❖ Professional endorsements can mean a lot (internships, friend of a friend, co-workers)

❖ Your personality gets you the job

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You will also need contacts, skills, perseverance and, most of all

LUCK

8 step pla

n

for a co

mpetitive a

dvantage

1. Get lots of opinions

2. CLEAN UP YOUR BOOK

BAD

Don’t make a speech

PUT ON A

SHOW

3. LEARN HOW TO PRESENT

4. Learn the technology (the strategy as well as the mechanics)

PSID Ai

20

5. Know video Script writing Pre production Cameras Techniques Editing skills

21

6. NETWORK it really is who you know

• join clubs • go to seminars/meetings • Linked In • build your personal brand

7.Think several moves ahead

Researchemployers

Keepuptodate

Infointerviews

Workonyourown

Con;nuallyimprove

Plotyourcareerpath

8.Get an INTERNSHIP from a master should you learn

Nowwhat?

You got the job!

Not everyone will love your work

THERE IS NO CRYING IN ADVERTISING

and none will be as interesting as they appear in stock photos

YOU WILL BE IN

ENDLESS MEETINGS

“It must be nice to get paid just to sit around and think up stuff all day.”

Clients will never understand what you do

Make the logo BIGGER!

“This would be a great business if we didn’t have any clients.”

You will never understand how clients think

Most of the time

you won’t get

no respect

But you can look like a total tool and still make a lot of money.

There will be times when you can’t believe you actually get paid for what you do

And then there are all the

other times

You are only as good as you last great

idea

And if you want to stay sane…

EVERYTHING…NOVELS, NON FICTION, BLOGS, MAGAZINES, ADS, WEB CONTENT, HOW TO BOOKS, NEWSPAPERS, TWEETS. EMAILS, EVEN FAKE NEWS

Play

P L A YT a k e t i m e o u t t o

RECHARGE THE BATTERIES. SOMETIMES THE BEST IDEAS COME OUTSIDE OF THE WORKPLACE

R E L A X

Learnto

TURN OFF YOUR BRAIN FOR A WHILE. DON’T WORRY, IT WILL REBOOT.

K e e p t h i n k i n g

CREATIVELY

IT’S A 24/7 JOB

And write

when you

get work

If you REALLY want to see what a career in advertising is all about …

Truth in Advertising 1 (Rated R)When I Grow Up I Want to be in Advertising

…but really won’t get it until you’ve been working 5 years