Copywriting Clients: What They Do, What They Sell, and for Whom

Name: Copywriting Clients: What They Do, What They Sell, and for Whom
Author: Rhonda Tenenbaum

Learn how to meet the needs of your client

Preview the first lesson free — get full access to all 5 lessons.

Course: On-Demand

(upbeat music) Let's go over who you'll work for and with as a copywriter, as well as writing for a target audience, performing marketing and advertising research, and making a creative brief. As a copywriter you need to understand the needs of your client by becoming familiar with its products and services, reputation, business model, and customer base. Basically you need to become an expert on your client's current position in the market, as well as its future goals and strategies. That's true whether you work on the agency or client side of the industry. At this point, you may be asking yourself who is my client? That depends on who hires you. Advertising and marketing agencies handle multiple clients called accounts. These accounts are involved in financial services, retail, food, healthcare and more. Copywriters who freelance for or work on staff for an agency are working on the agency side of things. One of the great benefits of working on the agency side is having the opportunity to work on different accounts and for different industries, which will help you become adept at writing for many different products and audiences. Because you'll be exposed to multiple clients, you'll be able to enhance your skillset. Copywriters like this who work on agency side become known as generalists. You become experienced in a number of different businesses from manufacturers to wholesalers, to everything in between. This will allow you to increase your own career options because you become the expert on writing copy for many clients. For example, working on a global beverage account and two other national accounts could help you look appealing to other organizations. Which also helps to make you in demand. It's important to acknowledge that the agency side can be a bit unpredictable. You may be working on several accounts at the same time or just one. And if you're put on a single account, your shelf life expires when the client wants to move on from you and the agency or hire another company. Hopefully you have other accounts to work on. But if not your relationship with the agency is over.

Beginner Provider : Rhonda Tenenbaum 5 Lessons · 16m in Arabic, German, English, Spanish, French, Portuguese, Chinese

Course Description

In this course, you will explore both the agency side and the client side of copywriting. You will learn about how copywriters partner with other advertising agency professionals and build understanding of their target audience. You will also learn how marketing and advertising researchers gather information about their target audience. Finally, you will learn about the components of a creative brief.

What You'll Learn

Understand the different responsibilities of agency-side copywriting
Understand the different responsibilities of client-side copywriting
Learn how to write for a single client
Collaborate effectively with various advertising agency partners
Understand how a target audience is selected and researched
Identify the components of a creative brief

Key Takeaways

Copywriting work spans both the agency side and the client side, each with different responsibilities.
Copywriters partner with other advertising agency professionals to produce work.
Marketing and advertising researchers gather information about the target audience.
Understanding the target audience is central to effective copywriting.
The creative brief is made up of distinct components that guide copywriting work.

Frequently Asked Questions

What does this course cover?

It explores both the agency side and the client side of copywriting, including how copywriters partner with other advertising agency professionals, how marketing and advertising researchers gather information about the target audience, and the components of a creative brief.

What will I learn about working within an agency?

You will learn the different responsibilities of agency-side copywriting and how to work with various agency partners.

What topics are included in the lessons?

The lessons cover The Agency-Side, The Client-Side, Your Agency Partners, The Target Audience, and The Creative Brief.

Will this course explain how a target audience is chosen?

Yes. It covers how a target audience is selected and how marketing and advertising researchers gather information about that audience.