Have you already managed to get some satisfaction in your career so far?
Posted: Wed Dec 04, 2024 6:11 am
Has being a copywriter always been your lifelong dream, or did you want to be an astronaut as a child?
I wanted to be a journalist. Until university, that was the idea, but the crisis in the sector and the low quality of our information pushed me to change on the fly.
If there had been different points of reference at the chinese overseas america phone number data time – read: Il Post –, perhaps I would have continued on that path; but I saw bad writing, sloppiness, few ideas and an alarming propensity for click-baiting even in the “historical” newspapers.
Advertising had its problems, it was in serious decline, but it seemed less hypocritical to me.
In the apprenticeship of a copywriter, what is, in your opinion, the “monster” that everyone must face in order to achieve success?
The monster is the Italian we read and hear every day in most newspapers, advertisements and company websites.
To write well you have to read well: in concrete terms, this means developing a repulsion for empty sentences, overused formulas, bureaucratic and corporate language, those words that we have heard so often that no longer mean anything and give us nothing back.
What was your first copywriting job that convinced you? The one where you patted yourself on the back and said, “Boy, I like you!”
Maybe a film for a watch brand. One of the many works that never saw the light, it often happens in agencies, but it was good: it had an interesting concept and a nice claim.
From my creative director's reaction I understood that I could do this job, then of course, you can always do better. Even today I rarely find myself truly happy with the things I write.
Some. The opportunity that NeN gave me – choosing a TOV from scratch, writing or overseeing every piece of communication, basically building a big piece of the brand identity – doesn’t come to everyone. It’s a job that goes beyond a nice campaign.
Now you go to the newsstand and buy @Internazionale and also read the ad. The one you find on the back cover, by @nen_energia , because it is well written. Very well. pic.twitter.com/y4ANTT6Exp
— Paolo Iabichino (@Iabicus) September 26, 2020
Where do you think this amazing career journey will take you? (Asking where you see yourself in 5 years sounds too job interview-y.)
The truth is, I have no idea.
A Newbie Willing to Pay You for the Million Dollar Question: What Really Matters in Becoming a Copywriter? You Answer!
You need to know how to write, and that can't be taught; you need a lot of work, which is equally important; above all, you need the right context in which to grow and the time to do so, therefore a real opportunity.
I wanted to be a journalist. Until university, that was the idea, but the crisis in the sector and the low quality of our information pushed me to change on the fly.
If there had been different points of reference at the chinese overseas america phone number data time – read: Il Post –, perhaps I would have continued on that path; but I saw bad writing, sloppiness, few ideas and an alarming propensity for click-baiting even in the “historical” newspapers.
Advertising had its problems, it was in serious decline, but it seemed less hypocritical to me.
In the apprenticeship of a copywriter, what is, in your opinion, the “monster” that everyone must face in order to achieve success?
The monster is the Italian we read and hear every day in most newspapers, advertisements and company websites.
To write well you have to read well: in concrete terms, this means developing a repulsion for empty sentences, overused formulas, bureaucratic and corporate language, those words that we have heard so often that no longer mean anything and give us nothing back.
What was your first copywriting job that convinced you? The one where you patted yourself on the back and said, “Boy, I like you!”
Maybe a film for a watch brand. One of the many works that never saw the light, it often happens in agencies, but it was good: it had an interesting concept and a nice claim.
From my creative director's reaction I understood that I could do this job, then of course, you can always do better. Even today I rarely find myself truly happy with the things I write.
Some. The opportunity that NeN gave me – choosing a TOV from scratch, writing or overseeing every piece of communication, basically building a big piece of the brand identity – doesn’t come to everyone. It’s a job that goes beyond a nice campaign.
Now you go to the newsstand and buy @Internazionale and also read the ad. The one you find on the back cover, by @nen_energia , because it is well written. Very well. pic.twitter.com/y4ANTT6Exp
— Paolo Iabichino (@Iabicus) September 26, 2020
Where do you think this amazing career journey will take you? (Asking where you see yourself in 5 years sounds too job interview-y.)
The truth is, I have no idea.
A Newbie Willing to Pay You for the Million Dollar Question: What Really Matters in Becoming a Copywriter? You Answer!
You need to know how to write, and that can't be taught; you need a lot of work, which is equally important; above all, you need the right context in which to grow and the time to do so, therefore a real opportunity.