I’m sure many of you ask yourselves “Why the hell would someone want to work in advertising”? Contrary to rumor, we are not diabolical fiends, praying on consumers faults and manipulating them into purchasing things that they don’t need. Pop culture paints us as sex-hungry womanizers, who drink three martinis and spout off brilliant taglines in our everyday conversation.
Hmm. Well, most of those aren’t true.
While it’s easy to knock the advertising industry, there must be something appealing about it, otherwise, why do young professionals flock to ad schools across the country in order to learn the business? Why do those same youngsters take low or non-paying internships at prestigious firms only to spend their time cleaning out the supply closet instead of learning practical skills?
Getting hired by an ad agency is one part talent, two part right-place, right time. Then you need to learn how to survive in an ad agency, a task that I’m yet to find a manual about. There is no guided tour. I never had an Obi-Wan mentor to provide me wisdom until he/she was struck down by Lord Vader (or a Senior Marketing Director. Both are pure evil).
When our Jr. Art Director asked me to fill out a questioner for an ad copywriting class, I happily obliged. It was the first time I’d ever been asked to provide career advice of any kind. It also allowed me to define how I approached my work, beyond “writing” or “starting at the page”.
I figured that you, dear reader, might find the questions and answers I provided interesting. If anything, you’ll get insight into my ticks and oddities of an advertising professional (worth the price of admission). Yet, understand that your free-range Copywriter or Associate Creative Director isn’t insane, evil or even manic-depressant. No, we’re just people talented in the ways of pictures and words. Sometimes, it’s therapeutic to dive into the hows and whys of our craft.
Self reflecting on ourselves is good. It reminds us why the hell we work in advertising.
Where and/how did you learn your craft?
I didn’t study advertising or went to portfolio school. I graduated with a degree in film, then set of to Hollywood for fame and fortune. I spent a few years working in television animation, but wasn’t doing anything creative. I’ve always been good at creative writing, so when I moved to Texas I started learning about the craft of copywriting, which is a discipline that’s different that just being able to write creatively. From there, I got a job writing on-hold messages, which I used to springboard to a small agency, and eventually led to me to my current medium sized agency. It’s nice. They pay me to write. Supposedly, everyone likes me too. I think that’s due to the M&M’s I keep on my desk.
But, make no mistake, I’m still learning my craft. You’re always learning, and seeking knowledge.
Who are some current copywriters you admire?
My initial introduction to copywriting was by reading Luke Sullivan’s “Hey Whipple, Squeeze This” book. But, unlike my favorite scriptwriters or baseball players, I can’t really ramble off names of favorite copywriters. We’re writers, not rock stars. There’s a certain autonomy to our work. That said, I admire every copywriter’s work. It’s not easy creating something at grabs our attention, makes us laugh or moves us to buy something.
Who are some of the hall-of-famers you admire? Any historic ad campaigns that have great writing that should be aspired to?
Hall-of-famers? Sure. Wayne Gretzky. Ted Williams. Larry Bird. I can’t say I look up to Burnett, Ogilvy and those guys. I’m not an advertising historian. As for historic or memorable campaigns with great writing, I think that’s hard to answer. Some of the most memorable ads have very little V/O or copy. Apple’s “1984” or “Think Different” spots. The old Nynex ads, Mini Cooper, Maxell. For me, it’s more about the “great idea” than the “great writing”. You find the great writing when you find that awesome idea.
What’s the greatest thing you do to help yourself come up with ideas? Any technique that everyone else finds odd, but works for you?
Advertising is an immensely collaborative environment. I enjoy working with a bunch of people to brainstorm ideas. That said, I’m a very introverted worker. I like taking the information that’s passed around and playing with my Ticonderoga #2 and notepad or computer. I’m big into isolating myself to think. I’m not anti-social, but I like being alone with my thoughts for a while. Lunch break walks, long commute, sitting in the bathroom. Just getting away from the blinking cursor or notepad is helpful. I like having a well thought out idea to throw around rather than a rambling “ok…what if it was” notion.
How do you “edit” your work?
I’m not sure I have a process of “editing” myself. For me, it’s more of “does this copy have the correct voice and tone of what I’m trying to say?” If it doesn’t, then I tweak until I think it sounds right. I’m a big fan of letting other people read my copy. It’s not that they’re editing for me, but that’s how I gage message clarity. I think of everything I present to other agency people as a first draft. Does this make sense? How can we tweak the message? It’s way more difficult to edit an idea than tweak copy.
What’s your favorite piece of copy you have ever written?
My favorite pieces of copy are the cover letters and thank you notes that have resulted in my employment. I also wrote a spec radio ad for an R.E.I-like store where it sounded like the people were talking about a sex shop. Clearly, I have issues.
Can you share any advice for me and other aspiring copywriters?
Be a good writer, not just a copywriter. Writers write, even when they’re not at work. Write a blog, novel, screenplay, or weird “Twilight” fan fiction if that’s what you’re into. It will teach you so much about word choice, tone, and clarity. Also, have a life outside of advertising. Be passionate about something other than your job. You’ll realize that being a well rounded, multi-dimensional person lets you tap into truths and emotions that add a richness to your work. That said, your “job” doesn’t define who you are, your ability to write does.
Also, invest heavily in a jar or dish of candy for your desk. People think twice about ticking off the “candy jar guy”.























Welcome to Roby on the Web..the blog version. Here you will find the same witty commentary and delightful photos without being subjected to my subpar web design skills.Instead, it's just an unobstructed view of my writing.Which may or may not be a good thing.