A few weeks back I was asked to do a stint as guest blogger for the writing agency Afia. Seeing as this is a first rate copywriting agency, and seeing as they think a lot about copywriting over there, I took the executive decision of writing about the future of wordsmithery and today I thought I'd expand on that subject.
Copywriting is one of the key craft skills in the communications industry. The business is built on great ideas and smart words and if those dodgy online copywriting courses are anything to go by, it seems more and more people are trying to build a career in this field.
There's a lot happening in copywriting these days and there's much to discuss. Just last week The Professional Copywriters' Network opened its doors to professional writers in the UK and thanks to co-founders Tom Albrighton and Ben Locker, the site provides a place for pro-writers to promote themselves, find work, attend events and do a bit of networking.
Along with the writers group 26, as well as various Linkedin groups, our growing ranks can now get together, learn from each other and become a stronger unit.
This is a good thing. Too many writers have become fragmented and too many of us have become navel gazers bent over a keyboard while the world passes us by.
Ouch. Did I just say that? Well sorry if it offends but it's an important point. Too often writers simply sit in silence. We politely take a back seat and leave it to others to decide what's best for us and what kind of role we play in the creative process.
Let me take the point further. Have you noticed that even though there are more writers working in the business, there are far fewer creative directors from a writing background. Why is that? It was never the case in David Abbott's day.
Here's another point. Today more and more agencies are employing writers on a freelance basis because writers are considered a luxury. Walk into an agency near where you live and you'll find designers or account handlers are being encouraged to have a stab at the words themselves. Fact.
And if you are employed in an agency let me ask where you sit in the creative hierarchy? How often have you been introduce to a client as "The writer" whereas the designer is introduced as "The creative?"
What is happening here is I think we copywriters have become less important. Our work is not sexy and copywriters are not so vital as they used to be.
What can we do?
Well lets not just sit there looking out the window. We have to do something because I fear the value of our currency is beginning to slide.
John Fountain is a copywriter.
Visit John Fountain's website
Twitter: @fountainjohn
