KEEP PACE WITH THE EVOLUTION IN THE DIGITAL SPACE. WHAT YOU LEARN TODAY MIGHT NOT BE IN FASHION A YEAR DOWN THE LINE. LEARN THE TOOLS, BE CURIOUS, EXPERIMENT. IT WILL OPEN UP YOUR MIND. - SATISH SETHUMADHAVAN From copywriting genius Satish Sethumadhavan: ten hard truths from the trenches - write daily, share fearlessly, …
KEEP PACE WITH THE EVOLUTION IN THE DIGITAL SPACE. WHAT YOU LEARN TODAY MIGHT NOT BE IN FASHION A YEAR DOWN THE LINE. LEARN THE TOOLS, BE CURIOUS, EXPERIMENT. IT WILL OPEN UP YOUR MIND.
– SATISH SETHUMADHAVAN
From copywriting genius Satish Sethumadhavan: ten hard truths from the trenches – write daily, share fearlessly, build collaboratively, and let craft carry your ideas farther than trends ever will.
What is the one habit or discipline every young copywriter must build?
Discipline, to write every day. Sit down for at least half an hour and practice your craft. It
could be about a brand, about an idea, your thoughts, opinion or experiences. Write about anything. It will help you find your style. It will help you finesse your craft, get better at nuancing. Coming up with idea is one part of the skill, expressing it well needs craft.
What’s the biggest mistake freshers make during briefs?
Q& There’s nothing like not industry-ready. But don’t hesitate to put out your ideas, no matter how outlandish simple they might seem. Fear of being judged, often kills half the ideas. Remember that arriving at an idea is an interative and collaborative process. You put out a thought, someone builds on it and you add a layer to it or maybe remove one. And slowly you chisel it to perfection.
Do you believe great copy comes from strong language skills or deep understand- ing of human psychology and behaviour?
Craft and idea go hand in hand. Having
deep understanding of human behaviour, of society, of culture, of history and of emerging trends will help in arriving at a great idea. But it is craft that will give it shape and form. It is important to be observant of everything around you. There’s so much one can learn from everyday experiences. The most simple insights needed for a great idea are all around us. You need to develop the skill to spot it amidst all the chaos.
How soon can a young copy- writer start earning serious money?
Advertising is not a high-pay- ing job. At least for the initial few years. But it can be highly satisfying. Consistency is the key. Would you want to be a one-hit wonder or a band that will be heard for decades? One has to keep at it. Deliver great campaigns brand after brand, brief after brief. That is what makes a creative person irreplaceable.
What are the fastest-growing opportunity areas for copy- writers today – beyond clas- sic print and TV ads?
For a country like India, TV advertising will always play an important role. But the 30-second ad has taken new avatars. Branded content, reels, long format ads. There are many forms to it. And the skill to craft a good script remains A paramount.
The digital landscape is ever- changing and has become a significant part of the industry. Keep pace with the evolution in digital space. Because what you learn today might not be in fashion a year down the line.
Learn the tools, be curious, experiment. It will open up your mind.
What should a young writer definitely include and avoid when building a portfolio?
Show originality. Not a take on trends. Understand culture. Showcase your craft. The ability to think of great ideas with a given set of restrictions. That will set you apart.
Your folio can and should have a mix of concepts. Scripts, digital ideas, tech innovations, social media campaigns, experiential ideas, product ideas, media innovations etc. And as you go along and grow in the industry, you’ll find your zone and niche.
How should a young copywrit er learn to handle rejection? Understand the feedback. Learn from the feedback. But don’t take it personally. The feedback is for you to become more creative, it’s not to put you down as a person.
Keep at it because it is a long chain before an idea gets approved. Agency feedback, Agency brand tonality, client opinions, stakeholders, cultural
appropriation appropria and societal sensitivity etc. There are many levels that an idea has to go through before it sees the light of day. And nothing is final until it is printed. So, expect changes until the ink goes dry.
Should copywriters learn design, Al tools, SEO?
A well-rounded individual always has the chops. Ace your craft. Have great command over it. Al tools, design tools like the name has it, are tools that will help you leapfrog from the line you’ve written to give it different forms. Know how they work. It will help save time so you can spend more time on your craft.
What is the mindset to be- come a Creative Director
For a person to grow into a successful Creative Director, he or she has to hone people management skills, client management abilities, the skill not just to come up with great ideas and craft them to perfection but also to present them in manner that it becomes easier for the client to buy them. Selling ideas is very much part the creative role.
One final survival formula for fresh copywriters. Craft is here to stay. Ideas will always be the core of advertising. Tech will keep evolving. Find the balance.
Satish Sethumadhavan, formerly with Ogilvy, DDB, and Lintas, is a passionate creative professional who loves turning ideas into impactful results. With a strong background in advertising and brand communication, he thrives on collaboration, continuous learning, and finding innovative solutions to every challenge
Join the Club
Like this story? You’ll love our monthly newsletter.
