I got a call recently confirming a fact I discovered some time ago, something I knew about around the time I set off as a freelance copywriter.
The call I received was from one of the creative talent agencies. Yes, I was being headhunted, even though I have no idea how they have my details in their database.
Anyway, to have a talent agency contact someone who’s not been actively looking for a job for the last 4 years or so means either one of two things:
- They have absolutely no idea who they are calling, which from a talent agency specializing in advertising talents is in my book an epic fail
- The ad industry is really, really desperate for copywriters and have instructed their recruiters to go all out in search of candidates
To confirm the situation, I prodded the person on the other end of the call. “How’s the market for copywriters these days?” I asked. She replied, and I quote “agencies are looking left, right and centre for copywriters”.
The reply made me feel I had prophetic powers. I knew it, I knew it all along!
Yes, the lack of copywriters in Malaysia, especially good ones, has been one of the contributing factors in my relative success a freelancer for the last 3 years or so.
It is a trend that I noticed even when I was employed, gentle winds of change that has now culminated in an imperfect storm. Imperfect for agencies, perfect for me… I’m actually in demand.
So let’s celebrate, yes? No.
I believe the Malaysian ad industry truly had this situation coming. In fact, a lot of people in the higher-ups knew about the scarcity of good writers, but just didn’t do anything about it.
Here’s some advise ala gratis to all agencies out there. Hey, I’m a 16-year veteran who has written for everything from TVCs to T&Cs, so listen up:
- Don’t treat our work as fillers to art. We are not just caption writers spoiling nice images with those ugly words. Yes, nice images attract attention, but solid and sometimes lengthy copy retains interest and helps convert.
- We may make it look easy, but it isn’t. While the demands of advertising have evolved, we copywriters still work with the basics; our thoughts and a keyboard. There are no apps, software or tools for us. Give us time, and respect.
- Don’t let us fly solo all the time. While there could be an art director and two designers in a team, copywriters are often left to fend for themselves. Dedicate more hands for copy development, two copy heads are better than one… right?
I feel copywriting has always been second fiddle to art direction, at least in the Malaysian context. Much emphasis is given to art; with art directors and designers enjoying better career prospects compared to copywriters.
Then there’s no wonder why the influx of copywriters have stagnated over recent years. Not many people can handle the merciless, under-appreciated and often underpaid nature of the profession.
But no disrespect to the art-based players in the industry. I’ve worked with many exceptional ones and truly believe they are creative wizards given the constraints, deadlines and demands of a fast-evolving ad scene.
I just wish – now that the year is drawing to a close – the decisions makers pay more attention to the development of great copywriting talents.
A rather cerebral New Year wish, but for the good of the game, I hope it becomes a reality.
Cheers to all the copywriters out there – employed or otherwise – you do it because it is your calling.
Happy New Year!
Not surprisingly, politics and advertising are considered to be the two least trusted professions in the world.
Every 4 years or so, these two groups of professionals often team up to create misleading… errr… I mean awe-inspiring ads about how everything is hunky dory in the country.
You may have seen these politically-driven ads recently, which I assume are supposed to instill nationalistic pride and encourage us to support the status quo.
But more and more people now realise that what these ads are ‘selling’ aren’t that good, sometimes just plain bad.
That’s because the boom in alternative views from independent news sites and blogs often discredit efforts by the mainstream players. And of course social media helps spread alternative news very effectively.
William Bernbach – one of the pioneers of modern advertising – once said:
“A great ad campaign will make a bad product fail faster. It will get more people to know it’s bad”.
It’s like watching an awesome movie trailer, where a combination of fast-paced editing, a stirring soundtrack and teasing dialogues is delivered in two minutes. And then you go watch the movie and realise you might as well been watching paint dry for the last two hours.
Sure enough, when any of your friends wants to watch the same movie, you’d probably not recommend it. This ripple of ‘thumbs-down’ will almost certainly make this movie a flop.
There are many ‘trailers’ on TV these days illustrating a progressive, modern and united Malaysia, provided our votes are cast to oppose change. While I’m not writing the creators of these ads off, I just hope I’m not forced to watch the actual drama for the next four years either.
Let the mud-slinging begin!
A lot of things have been said – by many people – about Search Engine Optimization or SEO for blogs. Now is my turn, and here they are:
- Content is really king, especially if it is shareable content. Also, please stick to your context or keywords and never ramble.
- Never, ever employ black or grey-hat techniques. Goggle is extremely smart these days, you’ll regret it.
- Be persistent… keep those blog posts coming. If you write insightful, relevant and shareable content, your ranking will rise.
- Have patience. It takes time to get onto the first page… usually years. And years more to have Top Half presence.
- Believe in yourself. A lot of people will laugh at your efforts, sometimes to the point of ridicule. Give them the finger!
Now, I am not an SEO expert. But I have been running a blog close to 3 years. And truth be told this blog has generated more leads that anything else for my copywriting business.
Although I’m not the type to trumpet myself, check these out:
And that’s my 2 cents about SEO. Cheers to micro businesses!