On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest[i]
Many people go to work and feel that they are not making a difference in the world, but for copywriters this can be a proven fact. As the statistic shows, the majority of text that they write never gets read… how depressing. However, it’s not all doom and gloom. You see, successful copywriting is not about getting everyone to read what you write, it’s about connecting with a group of prospects that will ultimately go on to become customers.
Now, given that most people won’t read the copy, does that mean that the quality of the writing doesn’t matter? Certainly not! The only way to ensure that even a small proportion of recipients positively engage with the copy is to ensure that it’s written to the highest quality. So, the secret to successful copywriting is to learn the fundamentals of writing, and then just get as much experience as possible. The more you write, the better you’ll get. To see what a working day looks like for our Head of Content, simply read on…
8.20am: Arrive at the office. Grab some coffee , check emails , and action any urgent correspondence.
8.45am: Team arrives. Go through ‘work in progress’ document to discuss plans for the day and ensure everyone is on track with writing tasks
9.00am: Sit with account director (AD) to be briefed on the copy/content that needs to be written that day
9.30am: Comprehensively research the client and their industry to better understand the product and the marketplace
11:00am: Start to collate research findings and make these into a rough plan for the copy.
12.00pm: Submit the plan to the AD for approval.
12:30pm: Receive AD approval on the plan and begin the process of actually writing
1.00pm: Lunch break with colleagues
1.30pm: Attend a meeting with another client to discuss the copy requirements of their next campaign.
3:00pm: Return to original copy job and finish the first draft.
4.30pm: Proofread, edit and amend the first draft.
5.00pm: Submit the draft to the account director and answer any questions they may have.
5.30pm: Make any necessary amendments to the previous day’s copy projects in order to gain client approval.
6.00pm: Leave office for the evening , ready to do it all again tomorrow.
This timeline is an example of a day which includes only one writing job, however these are fairly few and far between. In actual fact, most days will require the writer to complete a 1st draft on multiple jobs. So where do writers find the motivation to keep going? Well, the joy of writing is a reward in itself. No job is too difficult, too time-consuming, or too complex. Every writing task is an opportunity to be creative, learn something new, and improve personal writing skills.
To find out more about life in a B2B marketing agency and to see what vacancies we currently have available…