Traditional copywriter VS digital copywriter?

Think of sales copy as falling into two broad categories...

1. Direct response (includes a call-to-action and results can be measured)
2. Brand awareness (a/k/a image advertising)

Think of the many places that ads are shown as channels. Typical channels include...

1. Mail
2. Newspapers and magazines
3. TV and radio
4. The internet (a/k/a digital)
>> a. Sales letters
>> b. Pay-per-click ads
>> c. Banner ads

And there are two types of copywriters...

1. Employees
2. Freelancers

It's common for an individual to specialize in one category/channel/copywriter type combination. "Salaries" vary wildly.

Alex

The fact that they're creating two separate categories in a University doesn't mean there is a difference. It just means they're trying to create programs which sound more specialized and sophisticated.

It might also interest you to know that almost none of the great copywriters ever went to school for it, and many of them think it's a joke. Copywriting is more about selling than it is about writing, and I doubt university students spend ANY time testing their copy in the real world.

The only real difference between the two types is media.

If you want to know what digital media includes, just look at the ads you see online. Those were written by a copywriter. Blogs and articles on websites on the other hand, are considered content. Although for many years, there was no difference, it was all called copywriting. Most of the people on this forum don't know that, but that's where it started.

While digital media has changed the way people consume information, this doesn't mean you need to learn two different skill sets. It also doesn't mean you should be paid more for one than you are for the other. The idea that you should is based on a misunderstanding about what a copywriter's real job is: to earn money by making sales.

Writers who can do that, pretty much set their own rates. Those who can't, struggle. That's how it works. There are no "salaries" for copywriters, unless you work for an agency, which only makes sense if you're making more than you can make on your own. If that's the case, you're probably not very good.

I'm assuming you're asking because you're interested in trying out the craft?

If so, you have two choices. You can scratch and claw your way through the millions of so-called writers who are only searching for online jobs, or you can do what I started doing about 7 years ago: use the internet as a research and connecting tool, and find your clients using offline strategies like direct mail, speaking and networking.

The difference in earnings isn't even comparable. I make 10 times what I used to back when I searched for clients online, and I write for a variety of media - online and offline.

I also suggest looking for real clients. That is, people who own a real, profitable businesses. Stay away from Network Marketers, Information Marketers and Internet Marketers. While there are a few gems in those niches, but most of them are broke and clueless.

If you're good at writing stuff that makes money and you invest your time pursuing worthwhile clients, you'll be glad you didn't waste your time and money sitting in a classroom listening to professors who have probably never sold a damn thing in their lives.

You should write the type of copy you want to write. Any difference in "salary" won't matter if you're doing what you like vs. doing what you hate.

In any case, why are you intent on working for the man?

Okay, I have a confession to make. I currently go to one of those portfolio schools. I was against it at first but I looked at where I was in life: 27 y/o, no real skills to do anything else, really unhappy with my job at the time, couldn't get work anywhere else... so I thought if I went back to school, I could just focus on getting the skills and I wouldn't have a hard time finding a job.

I was skeptical I would learn anything after the first 5 weeks. I wanted to drop out after the first semester but I didn't know what I was going to do. I didn't think I was confident or motivated enough to do this on my own. After the second semester, I'm getting a better grip of school and have intentions of returning next year. A lot of the learning is really done on your own and for that, honestly, it is very overpriced. I have a teacher in my hometown who is a freelance copywriter. He never went to portfolio school. He said he would mentor me if I really want to but recommend I stay in school.

I find it really strange how there seems to be a huge connect between the copywriters in this forum and the ones I know from my school.

I do have intentions of returning but that's another 20K of debt. I'm doing an internship at an agency this summer and plan on freelancing some time in my career. I just want to make a smart decision on what I should do. I know you don't have to go to school to do this but the only reason I'm there is because I know I'm not self motivated enough to do this on my own.

If I were you, I'd find inspiration in this:

Writing for different mediums may require different mindsets, like writing a 30 second radio spot vs. a long form VSL, but copy is copy; you're connecting with emotion through circumstance, insights and information.

In this, the age of the funnel, being able to adopt and adapt to different styles is important... both in terms of copy AND content.

Mark

The original question splits hairs on a boar.

Think of it this way...

Noh theatre differs from Lady Gaga striking out in horror spandex in almost infinitely listable ways, but both of these performance genres are united by the need to marry on up their form to the expectations of the audience (and vice versa).

The Noh informs the audience, the audience gives life to the Noh.

(Don't get me started on Gaga. That girl is trash — but I'm sure you can play along with the analogy as I writhe between the parentheses of ABSENT EXAMPLE II.)

So, sure there are differences between trad and digit — formsy stuff that spins off like a Debian vs Fedora vs Ubuntu — but right there at the core is the main deal of articulating what tongue tips would if they could.

Ah, but so it goes with Gaga.

Fling on some zany hot pants and you're licking up guy bucks.

Direct sales fundamentals do not change because the nature of people does not change. That said, each medium has its own particularities.

Online is more attention deficit and receives less implied credibility. A print advertorial can be very successful with a 50/50 information/sales split, whereas online you'd want to go 75/25, or even softer.