Are you thinking of hiring a copywriter for the first time – part 2

This is the second part of an easy self-help series for small business owners. This brief overview focuses on a smidgeon of history and the growth of digital marketing.

What do today’s ‘Mad Men’ and women do?  

Back in the days of Don Draper, copywriting was in-house with clacking typewriters and carbon paper. These copywriters were called mad men as a pun on admen. 

Glitzy offices were in Manhattan. Smoky martini lunches were typical.   

Draper’s era, from the late 1950’s to mid-1960’s is a part of advertising history. It was the creative revolution or Golden Age of Advertising. 

 The creative revolution

 For a second, take a step back in time. Imagine you’re in Don Draper’s era.   

It must have been exciting. Europe was rebuilding from the war. America was booming and New York City emerged as the hotspot for advertising. Britain followed shortly after.   

As a result, a desire for a care-free indulgent lifestyle emerged. An appetite for the American Dream grew. The counterculture of the 1960s was born.  It was dynamic. 

In the same time frame, technology was changing. No longer was advertising limited to magazines or newspapers or radio.

In 1956, television began.

In 1960, 60,000 American families had a television. By 1965, more than 60 million had a television.  Television was a new marketing tool.     

Advertising was using three mediums: television, radio and print.   

The fourth medium, hadn’t yet arrived. And when it did, it became another revolution. 

The digital revolution – hello, Google  

Today, the internet is a regular part of business and daily life. It’s hard to remember life without it.

From the copywriter’s viewpoint, with the mainstreaming of the internet, Google ended up setting the pace. 

Google, an American search engine, set guidelines in order to manage searching and indexing. 

Its algorithms track search terms. Its spiders crawled through content to gather infinite pieces of data. 

It sorts billions of pages. These pages are websites, blogs, information, education, all forms of information. Using this process, a page is ranked. Top ranked pages are seen at the beginning of a search.  

Google still controls how searches work. And it impacts how acceptable copy can be written. 

In short, Google manages the way online searching happens. And that impacts how copy is written.

Like it or not, Google’s growth influences how we work and do business:

  • Gmail
  • Google Docs
  • Google Drive
  • Google Home
  • Google Scholar
  • Chrome
  • And Google owns YouTube, Blogger.com, and keeps expanding 

You need copywriters who write for the internet; they understand search engine optimization (SEO). 

And, hello digital marketing 

While people use Google (and a handful of other search engines) to find information online. It’s also where business advertise and promote themselves. 

Using the internet to advertise and promote business is called digital marketing. 

And it’s explosive.  How explosive? Here’s some numbers:  

  • In 2017, Tumblr blogs numbered 350 million. 
  • In 2018, there were 111.1 billion consumer emails sent. 
  • In 2019 there were 8 million business profiles on Instagram, and 2 million monthly advertisers 

What do the madmen and women of today do?

Well, they still create copy for television, radio and print. It’s advertising, storytelling, and marketing. There are infomercials disguised as documentaries. There are still mail-order catalogs using product descriptions. There’s magazines and newspapers.

The ‘old school’ forms of advertising are still here.

The arrival of technology added to the way businesses advertise.

There’s social media, podcasts, videos, and search engines. There’s different formatting as technology changes – rapidly. Can a website be read on a tablet, smartphone and desktop? Not always.

What changes will Google introduce next? What SEO changes will be needed next year, or maybe next month?

All these advertising forms have different needs.   

Today’s copywriters know how to write for all of them.