Copywriter | Chief Creative Officer | Professor – IIM Indore/Miles SoBA (Masterclasses & Capstone) | 26 years in Advertising | Favikon India Partner & Ambassador
Never hire a copywriter. Hire the person behind the copy, the persona beyond the portfolio. A book of copy work can only show you that much. Sure, a portfolio needs to sing with some talent (and hopefully is not one driven by or created using AI writing platforms), but it’s essential to know what the writer is all about. The kind of music that floats their boat. Their POV on books or literature. How often they travel and where. The films that influence their imagination. How they observe people and life. Heck, even their views on politics, if that is what matters to you. Because words eventually come from thoughts. And thoughts emerge from frank conversations. Never hire a copywriter. Hire a copy thinker. #justsaying #copywriting #copywriter
"How they observe people and life." - That's so true. Mostly good writers are part psychologist, part wordsmith. They understand the world and fellow humans on a much deeper level, than other digital professionals. It's the reason why copywriting exists! Otherwise, anyone who has good communication skills could call themselves a 'copywriter'!
I love this - I’ve been thinking around this for a few days now and your post just sums it up so precisely. I feel like it applies across the board - and might explain why I feel a bit out of sorts in my current work environment from time to time.
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1yWoah. I always recommend this to founders and CEO's in my network. A copywriter is not enough. He should be a complete advertiser. Not just a random person who knows English & took some course. When I started my journey, I worked in the best agencies in my area just because of my persona. I had read hundreds of books on literature, I had a creative way to see everything. During every interview, they couldn't help to hire me even when my portfolio was absent. I am not bragging, I am just saying that it needs more to become a cutthroat copywriter. What do you say?