Job Prep

Copywriter Role

Tell me about yourself

• I started out in music journalism at WXPN while in college - writing album reviews, interviewing artists.

• Moved into copywriting at an agency, for all different industries and for every platform. 

• In the last 6 years, I’ve branched out beyond writing into video and design, managing social, email, digital ads, and web development.

• Even as I was learning those things, writing was always the most important thing to me, and I think it helps to understand how everything works together to reach people at the right moment and make a connection.

• In the long-term I hope to eventually be in a role where I can work on strategy and give creative direction.

Why this role?

• I've always loved writing and editing. I like the challenge of finding the right words to help brands communicate their message and connect with people. 

• I hope we never lose the value of communication as a society, especially with the progression of AI.

• I think this is a good role for me to continue to grow in and move towards my long-term goals.

What makes good copy? (hint: CCPP)

• Clarity: People should understand the message immediately.

• Connection: It should speak to something the audience actually cares about.

• Personality: It should feel distinct and true to the brand.

• Purpose: Always accomplish something.

How do you approach writing for different channels?

• Think about where someone will receive the message.

• Social + ads need to grab attention quickly. Email + blogs you have more room to elaborate

How do you use AI in the writing process?

• Helpful for research, brainstorming.

• Speed up the process, but it still requires human judgment and editing.

What are you strengths?

• Journalism background - attention to detail, interviewing and storytelling.

• Intentionality, the end goal, quality over quantity.

How do you approach a new copywriting assignment (hint: BRAR)

• Brief: Goal, audience, pain points.

• Research: industry, competitors.

• Angle: Most compelling way to tell the story?

• Refine: Copy is clear, engaging, and on brand.

How do you approach a new brand or unfamiliar industry? (hint: RSTPF)

• Research the company, competitors, and audience.

• Study existing messaging and brand guidelines.

• Talk to account managers.

• Pay attention to how customers talk about the brand.

• Find what makes the business different and communicate it in their voice.

How do you come up with creative concepts and collaborate?

• Keep a swipe file of interesting campaigns and creative ideas.

• Love brainstorming and bouncing ideas off designers and other creatives.

• Sometimes the visual inspires the copy, and vice versa.

• If I'm stuck, I'll step away, take a walk, or listen to music.

What’s your editing process? (hint: MRCD)

• Message: does it make sense

• Read aloud to catch awkward phrasing, eliminate unnecessary words.

• Compare tone and language with brand guidelines.

• Design and copy should work together.

How do you handle feedback or defend creative decisions?

• I try not to get too attached to my first idea.

• Explain my thinking and back it up data when possible.

• Stay open to other perspectives. We're all working toward the same goal.

What makes a good creative brief (hint: OAMDRK)

• Objective - purpose of the campaign

• Audience, pain points

• Main message

• Design and copy notes

• References - what client likes or dislikes.

• KPIs - How will we measure success

how do you handle competing deadlines (hint: PBTC)

• Prioritize by urgency.

• Break larger assignments into manageable stages.

• Tools like Asana or Notion to stay organized.

• Communicate early if deadlines conflict or I need help.

Metals USA 

• Challenge: Communicating specialized industrial products to a knowledgeable audience.

• Approach: Research products, terminology, and customer applications to develop more relevant messaging.

• Takeaway: Good copy starts with understanding the subject and respecting the audience's expertise.

Blue Suede Hospitality

• Challenge: Drive bookings and build email communications across different hospitality properties.

• Approach: Tailored messaging to each property's audience, local events, and travel motivations.

• Example: College parents in Ann Arbor versus vacation travelers in Miami.

• Takeaway: The same business objective can require very different creative approaches.

Detroit Grand Prix

• Challenge: Build year-round engagement and reach younger audiences.

• Approach: Platform-native storytelling, short-form video, social campaigns, and event coverage.

• Result: Record ticket sales and significantly increased social reach.

• Takeaway: Strong messaging adapts to the medium without losing the central story.