If your copywriter thinks marketing is evil, maybe she shouldn’t be writing for you.
The only reason I can guess for a copywriter to chew his own arm off for doing his job, is that he simply doesn’t like money, capitalism, or the company or person he’s writing for.
In short…he ‘s blocked with an old school mindset, or some false sense of obligation to the “powers that be” which don’t really exist… if writers own their power.
I truly believe that marketing helps the flow of money and energy for good in the world.
For example, when I receive an email inviting me to an opportunity to do some good — through a donation that will help someone with basic survival necessities, or a reminder that it’s that time of year to think about purchasing a holiday party dress that makes me feel festive and “Christmas-y” and happy — I value those marketing messages and participate fully in the spirit.
What’s wrong with that? That’s marketing as its finest.
The comments on this article tended to bring up the “bad” marketing examples, like selling cigarettes to children. What an extreme example!
Obviously if you feel cigarette companies are evil, then don’t write for them. And by the way, don’t write for the sex trade in Tailand, or Haliburton, either, if that’s important to you, too.
Choices, people! Choices.
Copywriters — yes, I’m I’m talking to you — do you realize how magnificent your vocation is?
I almost choked on my words in this video because I feel so strong about The Good in marketing. And yes, even marketing something as commercial and “unnecessary” as a kick-butt pair of jeans is a godsend for the woman who buys them and feels great about herself when she wears them. If you can’t see the beautiful fallout from her decision to purchase some divinely cut denim, then you are in the wrong business! You copywriters, of all people, should know better.
Copywriters have a chance to change the world. You can leave your stamp on anything you write. You better believe in that power and honor it. Or… DO NOT DO IT!
In fact, promise me you won’t, if this doesn’t resonate with you.
I’m not suggesting a writer should write for someone (or some company) he believes is evil. But I’m also guessing nobody’s forcing him to take those jobs, either.
But to come out and claim that marketing is evil? Ridiculous.
Why don’t people burst their buttons championing the merits of marketing, rather than bash it? It could be the rampant fear of money, or an insecurity around power — and I’m talking the real kind of power that accepts responsibility for what is gifted to you. That could be a dream for a business, a vision for a website that empowers people, or a mission you can only achieve by reaching the numbers of people you can touch via the internet.
Great writing transforms mere strings of words into great ideas. Quit being someone’s pawn. Stop making lame excuses. If you feel you’re doing the wrong thing, then write for something you believe in. Use your writing for good and you’ll never need to second-guess or apologize for your work ever again!
If you want to write copy for your own website or business, you can do it. Your intention will propel you forward. Just keep the basics in mind, and you’ll be on your way…
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Devil Dog photo: Flickr CC, Lettawren