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Switching from journalism to copywriting

by Papercut
10 replies
Hello;

I'm new to this forum but lovin' what I've read so far.

I was wondering how many people here have successfully made the switch from news journalism to copywriting/content writing. How did the transition go?

I've had a pretty decent career as a daily newspaper reporter and editor, but I've been planning on getting out for some time now. Newsrooms are being slashed and quality is dropping.

I started working as a freelance copywriter (part time) about a year ago and it's been a blast. I've secured a couple great clients, but before I can go after more work I need to drop my doomed newspaper gig.

So I'm now ready to embrace a full-time copywriting career. Well, almost ready.

I'm a bit nervous about my lack of formal marketing training. I've read plenty of books/blogs on the topic and a senior copywriter I sometimes work with gives me the odd tip, but that's about it.

If there are any ex-journos out there who made the switch to copywriting, I'd love to get your perspective on this.

Thanks,
#copywriting #journalism #switching
  • Profile picture of the author Raydal
    I don't have a background in journalism but a few of my
    coaching students came from that field. One big
    advantage you have is that you understand writing
    and the mechanics shouldn't be any problem for you.

    But you will have to learn the marketing and feel
    comfortable in breaking some rules. That is usually
    the greatest challenge.

    -Ray Edwards
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  • Profile picture of the author Daniel Scott
    Have a chat to Ben Johnson - he used to be a journalist and is now a very successful copywriter.

    -Daniel
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    Always looking for badass direct-response copywriters. PM me if we don't know each other and you're looking for work.

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  • Profile picture of the author JRVogt
    Coming from a background that mixes work in both journalism and marketing-oriented copywriting, switching between mindsets is definitely one of the bigger challenges. Journalism can be much more "structured" in what publications and editors will look for and accept. With copywriting, it's just you, the client, and the content...and you have to be able to break free from a lot of the journalistic elements and expectations if you're wanting to produce successful copy in a wider variety of formats and styles.

    At the same time, there are certainly some crossovers. In journalism, you can produce a much more engaging journalism piece if it's based on an emotional core (good storytelling, etc.), which is also critical in any effective marketing copy.
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    • Profile picture of the author Mark Andrews
      Banned
      Also have a chat with Malcolm Lambe (The Copy Nazi).

      He used to work as a journalist for a major newspaper in Sydney, Australia and has since switched out to a copywriting career which he's enjoyed doing for many years. Comes with a hell of a lot of experience in the trenches at both ends of the spectrum.

      Bit rough around the edges personality wise at times but as down to earth as they come and will tell you exactly how it is without mincing his words. Overall a very good guy.

      Smoking hot,


      Mark Andrews
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      • Profile picture of the author ewenmack
        There's an opportunity to specialize in Advertorial style ads
        and get remnant rates for your clients.

        This would be valuable, and not too far removed from what you
        are already good at.

        Best,
        Ewen
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        • Profile picture of the author marciayudkin
          Hardly any copywriters have "formal marketing training," so don't worry.

          I was a successful freelance writer for national magazines when I started writing books and my editor at Penguin asked me to write a book on copywriting. That's how I learned!

          Having since coached several successful staff journalists and freelance writers in their switch to copywriting, I would say that the sensitivity to words that good journalists have gives them an edge in copywriting as long as they can learn to make the mental switch to pitching a customer and persuading instead of merely informing.

          Good luck!

          Marcia Yudkin
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  • Profile picture of the author Rezbi
    Like Marcia says, you already know how to write.

    I think the best thing you can do now is to learn how to sell.

    Put those two together and you've got it made.
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  • Profile picture of the author Shazadi
    You know what advantage you have over people without a journalism background? The ability to do research. Dig into the gritty details. Most copywriters flounder around trying to create an emotional connection with people or waste too much time talking about the wrong things. You know how to create a hook, a story that captures people's attention and draws them in... and also the cold hard facts to back it up. You can build credibility like none other. USE THAT. I've seen so many examples of copy that could be a thousand times better if people took the time to figure out details about their market and product based on reputable sources. The masters don't make that mistake, and you won't either.
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  • Profile picture of the author sethczerepak
    I think you're off to a better start than most aspiring writers, esp those coming out of academia. Journalists have to write stuff that people will read, otherwise they lose their job. People in academia just have to earn a grade which usually means writing the way some professor wants you to write instead of developing an engaging style for the general reader.

    However, the important thing to remember is that copywriting is more about selling than it is about writing. LOTS of new writers miss that and assume good writing is enough. It's not. It's pretty damn easy to write stuff that reads very well but doesn't sell a dime of product. Happens all the time.

    I suggest becoming an avid student of human behavior, choosing a niche and learning from the copywriters who are getting results in that niche. You'll probably recognize a lot of what they're doing and, more important, understand WHY it's working. Most important, develop some great negotiation and bidding skills to make sure you're paid what you're worth.

    -Good luck
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  • Profile picture of the author wrcato2
    Glad to have you with us. I don't have a back ground in Journalism. The closest I ever got to journalism was working for the Daily Breeze newspaper in Torrance Calif. as a paper delivery boy.
    One good thing about coming from a journalism background is that you may have great contacts that could give you a decent rate for advertising in the papers.
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