Four Things to Unlearn as a Fresh Grad Junior Copywriter 🎓

Based on my own experience almost a decade ago!

Still from FRIENDS. No copyright infringement intended.

Graduation season is upon us. ConGRADS to those celebrating and to those who helped you cross the finish line!

This week’s article is for those of you who are considering writing professionally, specifically in advertising.

You see, when I started Buhay Copywriter two years ago, what I wanted was to share my knowledge and experiences with younger writers. To make a space specific to the Filipino writer experience. Because honestly? The tips you can find on Google or Reddit might not always apply to the Philippine context.

Honestly, starting your first job can be quite scary. As if the job application process wasn’t nerve-wracking enough, now you actually have to do stuff you said you could and stuff you need to be able to do??? And now it’s not just grades, it’s actual money that’s on the line??? Crazy!

I remember a conversation I had shortly before my first junior copywriter stint. I said I was nervous, yet excited. And the other person told me, “It’s good that you’re nervous. That means that what you’re about to do actually matters to you.”

So that’s one thing I learned.

But there was soooo much more to learn. And a lot more to unlearn and unpack.

Which brings us to today’s topic!

4 Things to Unlearn as a Fresh Grad Junior Copywriter

1. Unlearn: Use the academic writing style

   Learn: Write the way you talk

   We get it. You just came from writing and defending your thesis, over a decade of essay questions and term papers, and reading formal writing. But unless you’re going into the niche of technical writing or SEO, you can (and should) loosen up a bit!

   Write for the guy on the bus who only has 3 seconds to read your billboard.

   Write for the busy lady scrolling through social media while on the toilet.

   Write for your mom, who doesn’t know anything about that product (yet).

   As advertising copywriters, our job is to take the marketing jargon and manufacturing-speak of our clients and turn them into simple, everyday language that answers our target market’s question: What’s in it for me?

2. Unlearn: “Longer is better”

   Learn: Clear and concise = chef’s kiss

   Longer copy isn’t always better. This isn’t 5th grade where you can BS your way into a five-sentence answer on your Reading homework. Keep it simple, sweetheart. Your bosses will often ask you if there’s a shorter way of saying whatever it is you want to say. So get used to writing snappy stuff as early as now.

   Here are some great ads with less than 10 words of copy:

   

   

   

3. Unlearn: Stick to what’s been done before

   Learn: Take calculated risks

   Starting your first job is complex. It’s like the first day of school in the course you chose and prayed to get into. But it’s also totally different.

   The stakes, higher. The rules, different. The terrain, unknown.

   And it’s valid to be afraid of making mistakes or not meeting expectations. It’s tempting to stick to what you’ve seen others do, to keep your head down and toe the line.

   But if you have clearance from your seniors to try new approaches, pitch new ideas, explore different concepts…do it! Take calculated risks based on what you know and how your superiors guide you, but don’t let fear squash your creativity. As a fellow copywriter puts it, “Huwag mo barilin yung sarili mong idea. Trabaho ‘yan ng boss at client mo.” (Don’t shoot down your own idea. That’s a job for your boss and client.")

4. Unlearn: Learning ended after college

   Learn: The learning continues!

   Lessons did not end the moment you crossed that stage and got your diploma. “Commencement” means beginning, and your graduation is the start of a life of learning from experience.

   As an advertising copywriter, you’ll learn how to juggle various projects, how to tweak your writing voice to match the brand’s, how to troubleshoot and problem-solve, how to advocate for yourself and your team, how to deal with different kinds of teammates and clients, and so much more. All of which will make you a better writer and a better communicator.

Welcome to the real world, and welcome to Buhay Copywriter!