As a copywriter at our advertising agency, I’m hyper sensitive to all forms of advertisements, including commercials. Last night, while watching TV, I saw one of the recent ad campaigns from wecansolveit.org. It starts out with a message “To Our Leaders:” and uses imagery and textual directions. I LOVED IT!

With every direction shown on the screen, I found myself saying aloud (to myself mind you), yes, Yes, YES! The imagery did play a role, but it was the written words that inspired me. Yes, people are out there that share the same perspective. Yes, people are taking a stand. Yes, we have a voice and that voice dominates the minutia that is often found in politics.

But aside from my rant (because believe me, when given the chance in the appropriate situation, I can debate with the best of them), the commercial in and of itself worked, and it worked because of the written message that was read, received, and reflected on. It hits viewers on a logical and emotional level. This is what we try to do every day in the copywriting department. Whether we develop search engine optimization (SEO) copywriting for a website, brochure copywriting for distributed promotional piece, or any other project, we write to ensure that the intended message hits home and incites viewers, users, or readers to take action.

Although I often fail to get my blog done by 10:00am as I typically rack my brain for hours for good topics that I can turn into posts worthy of reading, today, I’m barely able to get a post done by 6:00pm. Why? Not because I have nothing to say, but because I’ve been busy with project coordination tasks and working on brochure copywriting for a new project in the mix. The brochure has evolved from a four-page brochure to an eight-page brochure, and will include medical writing, medical illustrations, and great brochure design.

So, sorry for the lateness and the short blog!

As an advertising copywriter, thick skin is a job requirement. Oftentimes many hours are spent coming up with what you think are the right words, the right tone, and the right cadence, only to find out what you’ve accomplished is not what the client desires. So that means it’s on to round two or three of revisions.

Whether your assignment is for website copywriting, catalog copywriting, video scriptwriting, or brochure copywriting, the goal is to reach content that conveys the meaning our clients envision. Sometimes achieving this is easier said than done. Without proper communication between client and writer, there is understandably a disconnect in the content produced.

Some clients know exactly what they are looking for, others turn to us for guidance, but in both instances it is our job to achieve an end result that fits. If that means several rounds of revisions than so be it. It’s our job and it has to be done. So creative and online copywriters have to learn not to take criticism personally. It’s part of the job description.