I'm a 17-year- old exchange student from Korea who is very interested in copywriting.  Recently, I was given a school assignment to interview a person who has such a job.

I found you on the Web and wonder if you would take the time to answer some questions about how to succeed as a young copywriter?

Thank you very much,

Min-Young Choi

 Do your creative ideas usually come quite fast? 

Yes.  Slowing the ideas down enough to capture them is a problem. I use a tape recorder, or talk into the computer, when the ideas are coming. I also keep paper and pen beside my bed, in the car, at the kitchen table and in the bathroom, because the best ideas always come when I least expect them.  I forget them as fast as I get them, so I write them down immediately.

Where do you think those ideas are coming from, other than from books?  

Anything can trigger an idea. A sight, a sound,  a word, a text,  music, comedy,  a memory, an unrelated idea . . . anything . . . or nothing.

What do you do, or where do you go, when you are lacking for ideas? 

Forget about the problem. Go to bed. Go for a run. Go for a beer. Go dancing. Nothing works better than not working.

I always sleep on a problem. When I have lots of ideas, I throw out the worst of them and sleep on the rest.  I never show a concept to a client until I have slept on it. If I still like an idea in the morning, I might keep it . . . I might not. 

Who is your most admirable copywriter? 

That would be me . . .  and then my wife, who is my writing partner.

What's your favorite copy (or ads) from others? 

The Avis, "We Try Harder" series & the Volkswagen "Lemon" series. 

Any automobile ad the promotes speed and aggressive driving (like the "Zoom, Zoom" series) is the worst kind of copywriting crap. Fortunately, most of us are smarter and more aware than that.

What was your best/favorite copy (or ads) that made you proud? 

I've written so damn much stuff in the past 45 years, I couldn't pick one. 

When do you feel the most proud? 

I like to write and perform stand-up comedy, so I'm always pleased when people laugh. 

How competitive is it? 

You are only as good as your last campaign, so it is competitive . . . but the  top people are in a league of their own. 

(You don't have to answer this one if you don't want) Have you ever had some kind of ethnic dilemma during your job? 

I've had a few beautiful Asian women refuse to sleep with me just because I worked with them . . . but other than that . . . NO. 

How long does it take to make one ad? 

From two minutes to two weeks, depending on which gear my brain is in when the assignment arrives.

What do you check last when an ad is done? 

Grammer, spelling, punctuation, layout.  The tiniest mistake in grammer, spelling, punctuation or layout can ruin the impact of an entire ad . . . because people will just see the mistake. Like in this paragraph.

Do clients and companies prefer a person with a PhD or an experienced writer who has been working since college? 

They prefer the person who can write copy that sells. I've never been asked about my education (B.A., Sociology) and my only résumé is on the Web.

Are the popular copywriters mostly graduates from highly competitive colleges such as Ivy Leagues? 

I don't know . . . but I doubt it. It seems to me that Ivy Leaguers would want to have real careers ― like doctors, lawyers, politicians, college professors!

Considering the variety of talents required for copywriters or ad directors, which course or major would be better:  literature, creative lit., art design or broadcasting?  

If you want to be an English copywriter, then start with a undergraduate honors degree in English Literature, with a minor in creative writing and a few psychology courses for good measure. Then, take some business courses (especially marketing and sales).

No matter how good your language skills and creativity, you still have to know what makes people buy . . . and why.  Without the business knowledge, you could just as easily be a playwright,  a scriptwriter, a poet, or a graffiti artist.

What kind of talent do you think is the most important for a copywriter? 

Absolute MASTERY of the language and the ability to think creatively.  

Any advice for the young copywriter? 

1. To stimulate your creativity, learn to read music and play an instrument.

2. Expect to be constantly rejected and criticized . . . so learn to be your own worst critic.

3. There is no good writing . . . only good rewriting.  You have to fail a lot to get good at something. 

4. If you can say it in one word . . . don't write two.  If a four-letter word will do, don't use 12 letters.

Don't write: "He communicated the thoughts and ideas that he was presently thinking about to me personally."

Write: "He told me what he thought."

Don't write: "Inter-Office Communicator (IOC) is interactive, technologically advanced, Relational Database Software (RDS) that can help improve inter-departmental communications, at all levels of organizational hierarchies, to achieve pre-formulated business objectives.

Write: "Inter-office Communicator: Software that helps your people work together . . . and win!

5.  Brainstorm with other copywriters. Sometimes team writing works very well . . . sometimes, not.

6. Never marry an idea: a better one may come along. 

7. When you can't think of what to write, write anything at all ... or just pack up and go to a comedy club. 

8. NEVER FORGET THIS:  It's NOT about you. It's NOT about your client. It's NOT about a product or service. It's about THE CUSTOMERS who will buy your client's products or services! 

Always ask: "WHAT EMOTIONAL REWARD DO POTENTIAL CUSTOMERS WANT?" If you GET THE RIGHT ANSWER TO THIS QUESTION, you will write ads that sell (why else would you write them?).

9 .   Encourage your clients to track their ads, so they learn what sells and what doesn't. It's not always the most creative ad that rings the cash register.

10.  The client always thinks (s)he knows best . . . which is why we have #9. 

11. If your goal is to be SEO copywriters to win top search engine position for your client's Web sites via the techniques of Search Engine Optimization (SEO) . . . then a whole different set of rules apply -- as this SEO entry about "Advice for New, Young Copywriters" proves.

Sometimes, you gotta break the rules! But, you must know when & why.

How does a new copywriter find clients.

A new, or young, copywriter should start by working for an ad agency. Listen, learn. Do your best, then do better. Talent is rewarded in this business.

If you want to freelance, knock on a lot of doors. Work on spec if you have to.  Build an optimized Web site . . . and,  ADVERTISE, ADVERTISE, ADVERTISE!

Good luck with your  studies. I hope this helps you succeed.

Doug (Doogles) Long

Click here for samples  of our copywriting: 

We can move you to the top of Google, Yahoo and MSN.

See how we do it SEO copywriting here.

Grammar, not grammer.