Careers in Copywriting Part 2 : how do I get a job/how can I keep it?
Careers in Copywriting Part 2 : how do I get a job/how can I keep it?
What you’d like to believe…
§I’m special!§There are plenty of jobs for unprepared people§My superior education gives me an edge§I know a guy who’s making $75K and I got better grades, so I should do even better§If the hack who teaches this class is doing OK, just think how successful I’m going to be
What many graduates lack
• Basic writing skills• Computer skills for business• Presentation skills• Basic business sense
What potential employers say about you
The good news • Energy • Embracing diversity • Technological savvy • Healthy skepticism • New ideas • Capacity to learn
4
The not so good news • Need for affirmation • Ageist • Technology as the solution, not a tool • Poor writing skills • Impatience • Basic understanding of history,
economics, business etiquette
You’re gonna need one of these
Introducing
KILLER
SANDWICH PORTFOLIO
THE
The second best thing you’ve ever done
The best thing you’ve ever done
Great stuff (weed out the crap)
YOUR KILLER SANDWICH
Why? People tend to remember the first and last thing they see
TERMINATE B A D W O R K
BE RUTHLESS• GET RID OF SENTIMENTAL FAVORITES
• JUST BECAUSE IT WAS PRODUCED DOESN’T MAKE IT GOOD
• NOBODY CARES IF YOU GOT AN A
• IF IT’S NOT GOOD, MAKE IT BETTER…OR CUT IT OUT
NO MATTER WHAT SHAPE IT TAKES
•Keep it simple
•Make it visual
•Heavy on print
•Campaigns
•Web/social media
•Difficult assignments
•Keep updating
MiniBook
Website FullSizePor5olio
ThumbDrive
NO! NO! MAYBE
You’ve GOT A
CHANCE
❖ name
❖ personality
❖ pertinent information
❖ showcase work
❖ contact information
❖ demonstrate capability
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JILL SMITH, WORD DIVA
VIDEO
DIGITAL
CAMPAIGNS
@wordsmith [email protected]
Lsed, convallis id metus. Etiam vestibulum sem quis purus luctus cursus. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Etiam a metus arcu.
portfolios
don’t do this❖ Obvious, easy clients (Nike, Wonderbra, condoms, hot sauce, energy
drinks, humane society, drunk driving, Duct Tape, Sharpies, etc. )
❖ Well established, award winning brands
❖ Too many unpractical, unaffordable concepts
❖ Spend more time on design than the idea
❖ Something you’re not proud of
❖ Someting you’re proud of, but isn’t wonderful12
don’t forget❖ Award shows get you noticed
❖ Your portfolio only gets you in the door
❖ Academic endorsements mean almost nothing
❖ Professional endorsements can mean a lot (internships, friend of a friend, co-workers)
❖ Your personality gets you the job
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You will also need contacts, skills, perseverance and, most of all
LUCK
8 step pla
n
for a co
mpetitive a
dvantage
1. Get lots of opinions
2. CLEAN UP YOUR BOOK
BAD
Don’t make a speech
PUT ON A
SHOW
3. LEARN HOW TO PRESENT
4. Learn the technology (the strategy as well as the mechanics)
PSID Ai
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5. Know video Script writing Pre production Cameras Techniques Editing skills
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6. NETWORK it really is who you know
• join clubs • go to seminars/meetings • Linked In • build your personal brand
7.Think several moves ahead
Researchemployers
Keepuptodate
Infointerviews
Workonyourown
Con;nuallyimprove
Plotyourcareerpath
8.Get an INTERNSHIP from a master should you learn
Nowwhat?
You got the job!
Not everyone will love your work
THERE IS NO CRYING IN ADVERTISING
and none will be as interesting as they appear in stock photos
YOU WILL BE IN
ENDLESS MEETINGS
“It must be nice to get paid just to sit around and think up stuff all day.”
Clients will never understand what you do
Make the logo BIGGER!
“This would be a great business if we didn’t have any clients.”
You will never understand how clients think
Most of the time
you won’t get
no respect
But you can look like a total tool and still make a lot of money.
There will be times when you can’t believe you actually get paid for what you do
And then there are all the
other times
You are only as good as you last great
idea
And if you want to stay sane…
EVERYTHING…NOVELS, NON FICTION, BLOGS, MAGAZINES, ADS, WEB CONTENT, HOW TO BOOKS, NEWSPAPERS, TWEETS. EMAILS, EVEN FAKE NEWS
Play
P L A YT a k e t i m e o u t t o
RECHARGE THE BATTERIES. SOMETIMES THE BEST IDEAS COME OUTSIDE OF THE WORKPLACE
R E L A X
Learnto
TURN OFF YOUR BRAIN FOR A WHILE. DON’T WORRY, IT WILL REBOOT.
K e e p t h i n k i n g
CREATIVELY
IT’S A 24/7 JOB
And write
when you
get work
If you REALLY want to see what a career in advertising is all about …
Truth in Advertising 1 (Rated R)When I Grow Up I Want to be in Advertising
…but really won’t get it until you’ve been working 5 years