Everyone and no one is a copywriter

I’m guessing Creative departments the world over say “Everyone’s a Copywriter” at least once a week. I’ve said it. You’ve said it. It’s the sneering remark that comes after someone without “Copywriter” in their job title writes The Line.

There’s the briefing meeting when the Account Manager suggests The Line. There’s the Client presentation when the Brand Director offers The Line. There’s the Marketing Team who turn writing The Line into a competition to beat their Agency. There’s even the family dinner where the Managing Director asks her kids for their opinion and eldest son thinks up The Line.

Everyone’s a copywriter.

But while everyone’s a Copywriter, at the same time, no one’s a Copywriter. Young people are entering the industry calling themselves, “Hybrids.”

Hybrid. Dictionary definition: a thing made by combining two different elements. In this case, Copywriting and Art Direction. Some are Hybrids because they truly believe they can excel at both crafts in equal measure but some are Hybrids for fear of being singled out in one role and not appearing attractive enough to employers if they don't display multiple talents. This isn’t true of all employers, but it is true.

Copywriting, like Art Direction, is an amazing skill. Sure, do a bit of both but you’ll always do one better than the other – if only by 1%. We shouldn't use vague or generic terms to represent ourselves. Our job title is our professional branding opportunity; the term we use to boldly state what we bring to a business.

No one’s a copywriter.

And “Creative” is a job title too. Recognising creativity and being creative is brilliant but when did the adjective become a noun? I saw a job ad for a Creative recently. At first, I wondered who the recruiter was looking for – a Copywriter or an Art Director? On reading the job spec, it was clear they wanted an Art Director, so now Copywriters aren’t creative?

By Vikki Ross, Copywriter, Copywriting Tutor and Co-Founder of Copy Cabana.