Lesson Ten:
What You Need to Succeed
The seven habits of highly successful copywriters
Applied to your career as much as the door.
The previous nine lessons are about how to write copy. As we enter the home straight letâs look at how to be a copywriterâin particular, the magnificent seven qualities we think every copywriter needs to give their career a supercharged start.
No one will make your career happen but you. If you want to get on (and the fact youâre reading this sentence right now strongly suggests you do), then itâs your responsibility to learn all you can, demonstrate your commitment every chance you get, create opportunities where none exist, and generally give Lady Luck a helping hand. As Ogilvy wrote:
If you prefer to spend all your spare time growing roses or playing with your children I like you better, but do not complain that you are not being promoted fast enough.
So thatâs what this lesson is aboutâthe noble art of Getting On. Over the years weâve noticed many of our more successful colleagues share certain well-defined characteristics and work in certain well-defined ways. This similarity suggests theyâve stumbled onto something important. What follows is a whistle-stop tour through a series of insights it might otherwise take you years to acquire through trial and error.
Habit no. 1âcultivate curiosity
The best copywritersâindeed the best creatives in any fieldâhave an insatiable interest in the world. Many years ago US advertising executive James Webb Young described how the brightest writers he knew were âcurious about everythingâfrom Ancient Egyptian burial customs to modern art.â We suggest you cultivate the same universal inquisitiveness.
Top of the list of things every writer should be curious about is how good writing works. Luckily thatâs easy to researchâjust read more. Youâll unconsciously absorb pointers on style, pacing, vocabulary, imagery, storytelling, and the rest, many of which you can make your own. Good prose often employs the âme to youâ perspective that weâve said is a hallmark of good copy. By reading the right stuff youâll see how a range of authors make and sustain this connection, which is the first step to doing the same yourself.
What should you be reading? Anything from Dostoyevsky to DC Comicsâthe only real measure is that it works. So-called trash is as valuable as Shakespeare, provided itâs good, effective trash. If something speaks to you as you read it and its message stays with you once youâve finished then itâs worth your attention.
Your authorsâ top ten favorite books (well, for today). Roger left, Gyles right.
This pastiche, long-copy ad shows a real curiosity for period detail.
Ben Hughes
Iâve never liked the term âcopywriting,â both because it implies that the act of writing copy is somehow different from regular writing (itâs not), and because it suggests that the writing itself is whatâs most important (itâs not).
Copywriters, like all writers, have two parts to their job. Part one is figuring out what to say and part two is deciding how best to say it. Early in my career, I was much better at the second part than the first. I wrote beautiful, meaningless sentences that were universally praised for their poetry and universally criticized for lacking any real content. I think this is common among those of us who get into the industry because we love to write. In fact, thatâs the problem right thereâwe love to writeâand while knocking words against each other in an attempt to create sparks is certainly a big chunk of the job, itâs not all of it, or even the most crucial part.
First and foremost, copywriting is about ideas, whether itâs a brilliantly clear way of explaining a complex subject, a fresh angle on a well-trodden story, an act of synthesis that weaves together seemingly unconnected strands into a sturdy argument, or, quite simply, the truth. It may be a shock to see that last word in there, especially since the general impression of our kind is that we exist to spin bad news or just make things sound pretty, but at its best copywriting uncovers truths that were hidden there all along, in plain sight, and hoists them up for everyone to see.
Some of the best copywriters arenât even very skilled as wordsmiths. They simply come up with astounding ideas and then present them as plainly as possible. A line like Nikeâs immortal Olympic reminder that, âYou donât win silver, you lose gold,â doesnât impress because of its mastery of the subtleties of the English language. It impresses because it gleefully pisses in the face of those sainted athletes who have trained their entire lives only to be second best. Those seven words communicate more about Nike than most brands could get across in a yearâs worth of work. Itâs an uncomfortable truth, but itâs a truth nonetheless.
You have to build a house before you can decorate it. You may have the perfect painting ready to brighten up the dining room, but without four walls and a roof, thereâs nowhere to hang it. Itâs the same with copywriting. Without a strong idea to hang your words on theyâll collapse under their own weight, shapeless. Build the house first. You may even find, in the process, that the house is interesting enough on its own without a lot of embellishment cluttering things up.
Donât write copy. Write the truth, write it clearly, and then get out of the way.
Ben Hughes is a writer, creative director, photographer, and filmmaker. His advertising career has included stops at Ogilvy & Mather, R/GA, Mother, and, most recently, Wieden+Kennedy, where he was one of the youngest creative directors in the agencyâs history. In addition, he has written about music, books, and technology for Esquire; directed and edited music videos; created Web content for Le Grand Magistery, Esquire, and Little, Brown & Company; and written screenplays for Tribeca Film and Maker Studios. His work has been recognized by the One Show and AICP and nominated for an Emmy. Weâd hate him if he wasnât such a thoroughly nice guy.
Of course itâs not just books that have something to say âyou can learn from anything and anywhere. If itâs got words on it, itâs your job to understand how those words work. Having done so, file away what you have learned for the future. Itâs amazing how often some tiny feature of a long-forgotten text can suddenly present itself as the perfect solution to a seemingly intractable problem.
What weâre saying is, get into the habit of automatically analyzing the words you meet in the world. Immerse yourself in text at every opportunityâhow many other professio...