Revenge of the Copywriter

For too long advertising copywriters have taken a backseat to designers, artists, directors, traffic coordinators, programmers, IT people, researchers and oh yes, account execs. Sure, we like our offices dimly lit. Yes, we do our best work *outside* of the conference room. And many of us do like to work in our underwear. But thanks to Social Media (SM) and Twitter, the worm has turned.

While it seems that everyone is scrambling to 'define' Twitter or figure out a way to trick/attract 'followers', the simple truth is that Twitter's core concept is dialogue. The more engaging the dialogue, the more people listen, pay attention, respond, reply and yes, 'follow.' But being able to write a sentence with no grammatical errors is not enough to succeed in SM. If you're well-dressed but have bad breath, no one is going to dance with you. You must be sincere, honest, true to your brand (whether commercial or personal) and you must think on your feet.

This is where the modern-day copywriter fits in. We're trained to attack dialogue - quickly, with relevance and resonance. Yes, there are some people who think that I write too much on Twitter or say things that might be a bit controversial. But I don't cuss (much), I don't offend (directly) and I don't take anything too seriously (mostly). I'm just doing what comes naturally to me. Yes, in the new world order of minimalism, 140 characters is plenty to A) get attention, B) make a point and C) get people thinking about something. Combine this skill with the amazing growth Twitter is currently experiencing, and I think that before 2009 is out you're going to see big brands across the globe seek out and hire talented copywriters to engage their target audience in dialogue. For example, Goodyear wants to capitalize on SM. They hire a copywriter to 'Tweet' 10 original tweets a day in a way that keeps their product interesting while also following X# of people per day who represent their target audience. They'll also ask us to monitor certain trending words so we can interject the Goodyear brand into relevant dialogue threads. Seriously - this is going to happen.

So sharpen your pencils, and your wit, because SM needs copywriters more than any other traditional advertising discipline. Whether we work in our underwear or not, our time has come. Finally.

***

Jim Mitchem

Comments

[Joseph Hughes]

Loving it - great blog. I think you're onto something big.

[awessendorf.]

Copy is king. Always has been. Always will be. I hope you are right about it getting the recognition it deserves. Great blog!

[Nichole @napril1023)]

Away I go to dust off my inner copywriter :)

[charlie Fern]

Smart people like Jim are on Twitter not only to get inspiration and add to the global dialogue, but also to scan microblogs for emerging trends (often before the rest of the world is even aware of them). In fact, the top 2 percent aren't just finding trends on Twitter; they're setting trends there. I do agree that companies will catch on and start to hire copywriters to analyze and participate in this rapidly developing phenomenon...to write AND read on Twitter. They'll see that Twitter is a microcosm of the thinking, communicating (and purchasing) world and they'll learn to appreciate its enormous value and potential (or lose out). It's the crest of the wave, and the ones who Hang-10 there now are enjoying oceans of fun...and opportunity.

[Tom Nocera]

Charlie Fern has nailed it!

[Sam Bradley]

This post warms the heart of an advertising professor. Great stuff.

I love that you have seized upon the benefit of 140 characters. It forces one to distill. Good writers can do it. Hacks just obfuscate.

You're also right that good corporate Twitteres should not write 600 tweets a day. Find the right key messages keeping them wanting more.

Awesome!

[Chris]

Good post. And good point.

I'm a designer, but I really suck when it comes to writing copy. My words are pictures ;)

[The Old-School Geek]

As a web app designer, I've always understood the need to have a good graphics designer, but recently have come to realize that geek is my first language, and English is my second. A good copywriter is an indispensable third leg for any public-facing web application.

[Heidi Ehlers]

In response to a recent question "Is the Copywriter Dead?, this response.

http://www.blackbagonline.com/ask_heidi.php?id=86

Enjoy.

~ heidi

[Susan/Second Income Business]

I think you are so right about the impact Twitter is going to have. It's going to be fun to watch how it progresses

[Doug Jenner]

Sure is, Susan.

Let's get tweeting!

[John Kewley]

Terrific piece. I'm a copywriter/CD who is writing a sci-fi novel called Joy Motel on Twitter in 140 character posts... http://twitter.com/JoyMotel

The Boston Phoenix says "every short burst packs an eerie, imagistic wallop." The reviewer credits my skills as an ad writer who 'writes concisely for a living'.

[matthew]

Not sure, sound like more "noise" than I'd like to hear. I block or don't follow twitterers who aren't contributing to meaningful dialog or who are obvious ad-men.

Worth a try though. It's just unlikely I'll pay attention.

[Dan McCarthy]

Hi Jim,

I'm curious to learn more about how big brands might use copywriters to create a presence on Twitter. Can you suggest a few representative brands that currently demonstrate the best and worst of this idea?

Also, how on earth would a copywriter estimate a fee for ghost-Twittering?

Feel free to respond directly via email.

And thanks for a great post!

[Kevin]

Yes, it's about time. If I see one more "cute metaphor" ad with no headline or copy I'm gonna scream.

[Phil Allcock]

Copywriting rules - it's just that no-one else realises yet..

[Tim Brunelle]

Wow. Thanks for such an illuminating post. I teach a Copywriting course at MCAD (http://usefullunacy.typepad.com/useful_lunacy/2009/09/mcad-2009-copywriting-session-02-sept-3.html), and look forward to sharing your insights with the class. Very well said. Thank you!

[Online Marketing]

Okay, so I'm working in my underwear. However, in the blimp, no one can see you tweet. From my vantage point as an SEO copywriter, we are the kings of the "grab them by the throat" headline and oh, let's see, 140 characters is just about right...

[LauraNovack]

This is extremely motivating to emerging Copywriters, and I think you've provided a new way to describe Twitter to people. Gracias to the max good sir.

[Jim Mitchem]

Thanks Tim.

[Jim Mitchem]

I do some SEO stuff, but definitely think the meatiest work is more out there in front of the audience instead of behind the scenes.

[Jim Mitchem]

De nada Laura. ;)

[WadeCannibal]

Good stuff Tim. I forwarded it to the writers on my team. Hoping they take it to heart.