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jg123
[edited by: rogerd at 10:35 pm (utc) on April 12, 2005]
Depends on the subject matter you require them to write about though; they're usually quite limited in their abilities.
There are two approaches to this:
1. Go through official channels. Approach the college/uni itself. If the work required is of merit you will end up with an endless stream of would-be journalists. The college/uni will be eager to help all students develop a portfolio of published articles. You can be one of the sources for this...
2. Dig up some back copies of the student/campus rag, then ring up the editor or the one who pens the articles that catches your eye (do ring, it's much, much better than a vague email soliciting their services).
The editor (or assistant editor) will likely be a student half way through their penultimate year of study, or in the final year. They will be the most talented (usually, anyway!) and the most ambitious; they want work...
As for fees, well, that's down to you, but I suggest that you do be reasonable; you will always get more out of any writer the more money is involved :-)
Syzygy
It depends on what you're looking for.
Is this copy content for advertising or direct marketing collateral? Do you want a writer who can write grammatically correct, or do you want someone who is able to deliver your product or service in a way which will get the attention of precisely the people you want to notice you?
A journalism student might be able to write complete sentences, but journalists are trained to report a story (based on facts) to an audience. Copywriters write to compel, to provoke emotional responses, and to grab attention. They are trained to understand the psychology of brand appeal. They also tend to work closely with designers and art directors in building a campaign.
It's the difference between literal and abstract. Concrete and creative.
Most importantly, however, is reviewing the copywriter's portfolio. Do you like her/his style or mode of delivery? In the end, they could be the most renowned linguistic composer money can buy, but if you don't like their previous work, then you're liable to end up dissatisfied. Like visual art, it's a gut decision. Trust your instinct.
Good luck with your search.
In short, searching universities for an emerging copywriter might be a good starting place, but it would be wise to expand your scope and be open to exploring other less traditional avenues. Many copywriters are anything but traditional.
Many copywriters are anything but traditional.Bwa ha ha ha! Ain't that the truth! Most copywriters I know, including myself, came to it from a very different route. I don't know any who learned it as part of a college major. Advertising/marketing majors often get no exposure at all to copywriting. The best copywriters are not young; I've never yet seen a copywriter under age 30 that was any good. Most are mavericks, and the best copywriters in North America - the ones with name recognition - are pretty much self-taught.
Same here. It was never part of a college major (then again, I never went to university to begin with). I stumbled into it by accident while still a graphic artist. While the talent and momentum for that was enough to pay the bills, I ended up finding myself writing for client Web content, direct marketing pieces and other collateral to complement the design work I was originally hired to do.
I found writing to be way more fun, and it offered far more creative flexibility. My heart was happier, and really, it can't hurt to listen to what it's telling you, right?
You're also spot-on about the best copywriters being slightly older. There's something to be said for having life experiences, maturing, and connecting unlikely references for some interesting juxtapositions. Time might be ruthless to hair, vision and sex, but it's quite the blessing here.
In short, it's wisdom. It's akin to travelling the world and building a diverse spice rack, while a young copywriter might only have table salt and lemon pepper. And maybe ketchup.
Then again, I'm only 32.
There's something to be said for having life experiences, maturing, and connecting unlikely references for some interesting juxtapositions. Time might be ruthless to hair, vision and sex, but it's quite the blessing here.In short, it's wisdom. It's akin to travelling the world and building a diverse spice rack, while a young copywriter might only have table salt and lemon pepper. And maybe ketchup.
Then again, I'm only 32.
a good choice for affordable copywriting...could very well take the form of services offered by college students, as well as the rich pool of educated twenty-somethings out there. With all due respect to the immense skill, worldliness and "spice" of the 30+ copywriting crowd, I would not consider it wise for someone to use age as a qualifying factor in the search for good copy, especially when affordability is a priority. I'd actually recommend looking to the younger writers first - you'll typically find much better rates. Sure, a younger writer's limited experience might require you to develop a more collaborative relationship her, she might ask more questions and therefore gain a more comprehensive understanding of your sales operation, and she might have less to draw on when writing hair replacement ads. Still, it's likely that she'll produce a level of quality that is remarkably similar to that which a 30+ writer can pump out, and remarkably cheaper.
I love copywriting, and I love being young. Call it what you will - exponential learning curve, raw talent, cheaper than I don't know what - but the energy I take to all my copywriting projects helps make these the most enjoyable part of my work day.
I cannot speak authoritatively with referential data to back this, but education does not necessarily equate to experience, much to the chagrin of freshly-graduated alumni with little or no applied working experience. In the event a graduate amassed relevant work experiences in mar-comm or copywriting, then they may wield an advantage over other candidates.
I speak as someone who was not privy to post-secondary education in my teens and twenties. This fact should not, on its face, detract from evidence of talent, satisfied clients, and proven professional experience. Human resources grunts, however, may not comprehend this and will err on the side of a candidate who has education.
But then we're getting into the sticky ball of bureaucracy versus grabbing the "mavericks" who shine above others -- education or not.
>>> With all due respect to the immense skill, worldliness and "spice" of the 30+ copywriting crowd, I would not consider it wise for someone to use age as a qualifying factor in the search for good copy, especially when affordability is a priority. <<<
Perhaps, though it may be equally surprising to discover lower rates from more seasoned copywriters. We're nuanced, and we're just as driven by what we love as anyone else. If a client approaches with a product or service that stirs our passion, we may discount some of that rate to have the opportunity to work on something we truly love.
In short, ask each copywriter you meet to discuss your needs. You won't know rates until you get to know them better. And vice-versa.
>>> I'd actually recommend looking to the younger writers first - you'll typically find much better rates. <<<
Ah, ah, ah! Be not hasty to suggest that relying on age as a qualifying factor is a bad idea, when in turn the suggestion to use age should be given consideration! ;)
A copywriter doesn't need life experience. In many instances, experience has nothing to do with writing copy. A freshly graduated student generally knows how to take a couple books on any subject and form a one thousand word essay.
The ability of a copywriter has nothing to do with age so much as their ability to CRANK IT OUT. College kids know how to crank it out.
I also employ an elderly lady whose folksy writing is wonderful. But for the topics I give to her, lack of life experience in the subject doesn't stop her from cranking it out.
[edited by: engine at 1:31 pm (utc) on April 14, 2005]
[edit reason] TOS [/edit]
Ah, ah, ah! Be not hasty to suggest that relying on age as a qualifying factor is a bad idea, when in turn the suggestion to use age should be given consideration! ;)
Oh, pardon me. The point is this: while age should not be used to determine who gets the job in the end (see definition for qualifying [dictionary.reference.com]), price + quality should. My musing on the subject was limited to the idea that one could interview both older and younger writers and probably find good copy at better rates among the latter. You disagree; that's fine. But as long as we're generalizing by age categories, I'd say that writers from both groups should be considered so that one's ultimate decision on who to contract/hire is as well-informed as possible.
I agree that work experience is fundamental to the formation of a dazzling copywriter, as can be education. I mentioned "educated twenty-somethings" as a good group to look into because even a year or two out of college they are likely to have industry experience.
And I can’t help but opine that all this world travel and spice of life rubbish is completely irrelevant to writing ability. Out of curiosity, accozzaglia, could you give a concrete example of how “connecting unlikely references for some interesting juxtapositions” has helped you produce a piece of copy, and how that could not have been achieved if you were, say, 5-10 years younger? How could research not have substituted for the lack of life experience in this example? I’m interested.
Out of curiosity, accozzaglia, could you give a concrete example of how “connecting unlikely references for some interesting juxtapositions” has helped you produce a piece of copy, and how that could not have been achieved if you were, say, 5-10 years younger?
Sure. I worked on a furniture client branding campaign three years ago of which I'm still proud, given where I was then (age 28, to be precise). The account was for an entire line of newly-produced furniture from SE Asia using woods previously unknown to the North American market.
I used a subtle flavour of humour to drive the brand's appeal. When I recount the cultural (and subcultural) references I dropped -- this was to a 35-54 target market, mind -- to appeal to their senses (and let's face it, their wallets), I know fully well that I wouldn't have comprehended half of what I wrote just five to ten years earlier (age 23 or 18, respectively). Phrasings or idioms I employed would have been alien to me. Even the product names (which I also handled) wouldn't have been anything like what I came up with had it been a few years before.
Knowing these, just from encountering regionalisms or cultural references, made a world of difference that I couldn't have appreciated by only research. Good writing tends to balance good research with sheer randomness. Even insanity.
Also, mating unlikely references tends to shine best with headline ad copy.
Another case in point: I wrote for an entertainment client which hosted a weekly retro dance night at their club. I dropped references which could only have been understood by local audiences who'd lived in that market for some time. This being a targeted group, I couldn't have reliably come in from the outside and researched something like that. There's just no way. Not without looking contrived or coming across as condescending or pandering to that group.
[example from that campaign: "Welcome to the new First Avenue of underground retro dance music. (And no, we won't make you check your I.Q. at the door.)"]
This was one of the most popular in the set. And while this client was located on the street of First Avenue, it certainly wasn't referencing geography.
How could research not have substituted for the lack of life experience in this example? I’m interested.
Well, I hope the above was adequate to sate your doubt. :)
I will append that some of the best advertising copy I've seen written for under-18 and under-25 groups have come from some very young writers -- often under 25 themselves. This doesn't surprise me, because they are writing for a segment they know well. And it's highly volatile, extremely sensitive to incessant trends of posh and passé. Even if I did extensive research and was surrounded by it constantly, I don't think I could write as well for these groups as a talented younger writer might. Then again, who knows?
In short, we all get older, and as we do, we simply learn and know more. It serves to our advantage, really. And without being too crass, it's essentially a trade-off of nubility for nuance.
[Well, for some of us, at least. :) ]
However, can we deny the fact that everyone has to start somewhere.....It is unfair to put someone down saying that they are too young and thus not suitable for the job....In fact...most of the poeple I work for don't know my age! Is that bad....I think it is my work that does the talking....
This brings me to the question : Are you willing to ask someone to do a sample writeup for you...in case the person does not have a huge work portfolio?
www.constant-content.com
You can post a request for content and then review what the freelancers submit before agreeing to purchase anything. There is also an evergrowing amount of content availabe for sale on the site.
www.elance.com
You post a request and the freelancers bid for the job. There is a registration fee.
Good Luck!
Susan
