Copywriters Can’t Write Everything

I could probably get my ass kicked by fellow copywriters. But it is a risk I am willing to take. Clients take notice, because this is very important – never hire a copywriter to manage your Facebook page.

Because contrary to popular belief, we copywriters can’t write everything.

Okay. Let me rephrase that, we can’t write everything as well as it can be. Like myself, I am predominantly a direct response copywriter; ask me for a press release and I will struggle with writer’s constipation.

Typewriter
Traditional copywriting techniques often don't work in social media...

When it comes to social media however; the problem becomes even more obvious. Copywriters are trained at marketing speak; and anything the even seems remotely ‘marketing’ will probably be rejected by social citizens.

Use of the words like ‘free’, ‘exclusive’, ‘now’ and other forms of sell-speak is definitely not welcomed in Facebook.

A socially untrained copywriter commenting on behalf of a brand in Facebook is like that insurance agent friend who always wants to sell you a policy.

We usually avoid any kind of marketing or selling in our social space; as in Facebook.

The kind of writer you want managing Facebook comments is someone who is comfortable in cyberspace. Someone who knows the web lingos, keeps up with online trends and engages online audiences regularly.

It has to be someone who can ‘talk’ to audiences in their language. And not in some Oxford dictionary approved English.

Which means, this writer has to be able to make himself make mistakes. Likes little grammatical errors, occassionnal typos and also dabble in txt spk.

Managing a Facebook page is all about being honest, friendly and more often than not; amateurish.

In other words –  now anyone can write copy! Errr… I take that back.

Fakebook

Okay, I think I’m finally tired of Facebook. No, not because of you my dear friends, it’s just this new ad-infested, apps-ridden and spam-inducing thing that’s disguising as Facebook.

Remember how exciting Facebook was? It was an amazing application that revolutionized the way we communicated. We vowed we could never live without it. We then continued our FB love by creating events, uploading our lives and adding total strangers as friends. Much love!

Fakebook
Ladies and gentlemen; Facebook has mutated... beware!

And in the rumble-tumble world of copywriting, Facebook provided inspiration for dull minds and the perfect respite from work.

Now Facebook is nothing but another chore to do in the mornings… and the rest of the day. It has turned into a dark, evil brother that invades our privacy, sends us unsolicited messages and forces suggests us to be friends with virtually everyone… virtually.

So I thought if I was the only one who felt this way. Apparently not, because according to ZDNetAsia, 31% of younger, more mobile and brand conscious consumers have indicated they are getting bored with their social network – leading to social fatigue.

Well, I’m not really that young, mobile or very brand-conscious; but the feeling towards Facebook is definitely mutual.

Ah yes, how can I forget the annoying little ads that appear in the right sidebar. From “cepat kaya” messages in broken Malay to those sexually suggestive ads for medieval role playing games; they are becoming increasingly ridiculous.

And just when I thought we couldn’t be more connected, some wise guys go and create Rock Melt – a web browser with built-in social tools. Basically you can do every social thing from your web browser, including being there for your grandfather’s birthday. I kid you not… watch the video:

Ready to turn off your PC and start a self-sustaining life in a farm? Call me; if you have my number that is. Hah!

P.S. I decided not to add the customary Facebook Share button in this post just to prove a point.

Copy-Google-writer

With each passing year, I think copywriters are turning into writers who copy. I’ve always defended my profession claiming that what we write is original, authentic and very much involves the creative side of the brain. I’m starting not to buy into that bullshit myself any more.

You see, I’ve written for cars I never drove, products I never used, facilities I never enjoyed, places I’ve never been to, events I’ve never attended and even beers that I never drank (oh what a sin!). And how do I manage to pull enough crap out of my arse to keep clients happy? I turn to Google.

Google is increasingly becoming my ally in writing. At first, I used it as a research tool, but now even clients are saying “just Google it”. While Google is a valuable resource, it can never replace the real, tangible, tactile experience of testing, using or consuming a product that needs to be advertised.

A copy search on Google
The future of copywriting perhaps?

How am I supposed to gain that unique insight when all I do is base my thoughts on what has already been written? Would one buy a car solely based on his or her research on Google, without even bothering to test drive? I didn’t think so. How can I make a compelling argument when I have not seen or at the very least be properly briefed about the product?

If all copywriters were to research and refer on Google to form thoughts, opinions and even insights; then the ad writing profession will surely lose its appeal. Because after all, we will all become to the true sense of the words: nothing but copy writers.

Afterthought:

Yes, Goggle is indeed a blessing. It has made my job a lot easier, with the sheer abundance of data and materials. But I still believe writers should be provided with varied resources (and of course time) to develop insightful, compelling ideas.

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