Journalists as Copywriters
From a copy standpoint, branding is changing. What distinguishes a brand is less about a clever slogan and more about back-and-forth dialogs with consumers and publishing interesting content.
As a journalist, I’m lucky to be entering the industry in a time when editorial skills are more important than ever. Here are other reasons why I think more journalists can succeed as copywriters:
Journalists understand deadlines
News teaches you how to scramble. It teaches you how to be alert for ideas and turn them around quickly. Miss deadlines in a newsroom and you get fired.
Journalists always do research
The idea of writing anything without doing background research is foreign to journalists, who have sourcing and credibility drilled into them by editors shaking their heads disappointedly over cubicle walls. That teaches you to be genuinely interested in what you’re writing about, and to always seek out different perspectives, backgrounds and ideas. Yes, we will translate this methodology to writing about hand soap.
Journalists fact check
Putting something inaccurate to print makes journalists very sad. Because of this, we think about the reliability of our statements and the implications of sloppily committing an error. This makes us quite lawyer-friendly.
Journalists think about style
Most newspapers follow A.P. style, so journalists quickly have to learn simple rules of consistency and efficiency. It’s 1 a.m., not 1:00 AM, for example. We shall edit the copy on your coupon with the same mundane rules in mind.
Journalists are used to being edited
We don’t turn in writing that we’re so attached to that we will tantrum if it comes back with edits. The editorial process is all about sending it back and forth until you get it just right. We’re used to making changes quickly without getting sore about “changing our art.”
Journalists understand the grind
The agency lifestyle is extremely hardworking; all-nighters happen regularly. Journalists are also used to this hyper-competitive environment, and have probably spent a night running barefoot in the midst of a riot, gathering quotes and then arranging a story for the next day’s issue.
Part of the reason I decided to go from journalism into marketing/advertising is because the journalism world is terribly unstable right now. Not only were there no jobs, but if I got one, I’d be thinking, “This will be fun until the publication folds in two years.” Lots of talented, eager journalists are out there looking for jobs. Next time your agency’s hiring, keep in mind that their skills might be more what you need than you think.