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Copywriter

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copywritter

Explore Being a Copywriter with Roger Sakolove

cz:Briefly describe your job.


I come up with creative ideas for all kinds of products and services. I write advertisements, emails, websites, videos, brochures, direct mail and almost anything a company can use to promote its brand, and generate sales and leads. (See examples of his work here)

cz:How long have you been working in this field?

Almost 30 years!

cz:When and how did you decide to choose this career?

I always enjoyed writing, particularly creative writing. I discovered this in high school, but before becoming a professional writer, I was a school library-media specialist and a salesperson.

cz:What education and training did you receive before entering your field?

I was an American Literature major at Middlebury College, but really got hooked on writing when I took a course in copywriting through the Ad Club of Greater Boston. My library degree helped me learn how to do research, which is also part of my job.

cz:How did you begin OR what was your first job in the field?

After my Ad Club course in copywriting, I put together a portfolio of my writing, which I used to get some freelance jobs. My first full-time job was as a copywriter for an educational publishing company.

cz:Describe a typical day on the job?

I have worked for advertising agencies and directly for companies that do their advertising “in-house.” I am currently freelancing, that is, working for myself. You can see some of my work at RogerSakolove.com. As a freelancer, my days are totally unpredictable. Some days I’m presenting my ideas; some days I’m writing or collaborating with an art director; some days I’m conducting an interview or doing research on a product; and some days, I’m searching for new business.

cz:What do you like most about what you do?

I love coming up with new and creative ways to promote products. It’s like a puzzle, putting together the right words and graphics (also part of my job) for the people who’ll buy the products or services I write about

cz:What has been the most rewarding experience so far in your career?
I get a thrill every time a client says, “Wow, you nailed it.” Seeing my concepts come to life and being displayed for millions of people to see is most rewarding.

Helping to name a new company is also a thrill. I was especially honored to deliver the prestigious Butterworth Copywriting Lecture, presented in Boston yearly to the direct marketing industry.

cz:What do you like least about your job?

Since what I do is creative, there’s no right or wrong. Everyone has an opinion; so sometimes you have to change an idea that you know is a good one, because your clients bring their own likes and dislikes to the table. My ideas often need to be approved by a number of people, and, believe me, it’s hard to please everyone!

cz:What is the biggest challenge for you in this job?


Always coming up with the “big idea.” There can be a lot a pressure to do so, but I’ve got a pretty good track record, so I must be doing something right.

cz:What would you like to say to someone considering this career?

While you can learn to write, I don’t believe you can learn to be “creative.” There’s big difference between writing technical manuals and developing concepts that make people say, “I want to know more,” or “I’ll buy one of those.”

cz:What are the most important personal and professional skills necessary to succeed in your field?

As I said, you must learn to view things in new and different ways to create interest. You must have basic writing skills, before you can break the rules. You must be a great listener. And you must be able to work with other creative professionals (art directors) to make your ideas come to life.

cz:What would a person interested in entering this field have to do to get a good job in it?

Put together what we call a “spec portfolio” of ads that allow you to write and execute concepts for products and services, as if you were really working for a client. Take some classes in advertising from someone who has worked in the field.

cz:What could someone who is interested in this field do to learn more about it right now?

Contact the advertising or marketing departments of some local companies. Tell them you’re exploring the field and would just like to come in and talk to someone. Try getting an internship at an ad agency. You may not make any money, but you’ll gain valuable experience.

cz:Is there any general advice you would like to offer to students on making a career choice or on work life itself?

Do what makes you happy, not just what makes you money.

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