Interactive Copywriting: iCopywriting

Ok, so I’m putting together a panel on interactive copywriting for SXSW (South by Southwest), and it’s actually more than a notion. As a copywriter myself, I know the challenges that are faced, both in content creation and in fitting what’s created into a design that may not be so forgiving. Plus, in a way, you sort of have to steer art direction to accommodate for the story you have to tell. I think many people view a copywriter’s task as to make things “sound pretty.” However, that’s an extremely parochial view. I have to think about the brand and the audience, as well as the emotion(s) that the audience needs to feel (do I want them to laugh, cry, feel frustrated, get angry, have compassion?), and I have to do it within the given design. This is even harder to do with a brand that already has an identity, as you can’t just create these things on a whim. They’ve already been established, and you have to follow suit. And then there’s the whole interactive bit (is it email? web? mobile? blog? Twitter? user guide?) So, I’ve been tossing these different points around in my head, but that’s not even the zinger that keeps sticking me as I’m trying to plan for a panel.

What’s the problem? I can’t find interactive copywriters. So, I’ve exhausted all my connections in the advertising world, which are pretty extensive. I called up some friends I have at the big Madison Avenue agencies, and I’m told, “uh, we don’t really have interactive copywriters. They pretty much write across channels. I mean, it’s all the same.” Skkkkkkkrrrrr <record stops abruptly>, did you just say it’s all the same? Yeah, ad agencies are still not ready to embrace interactive fully yet and devote the resources to it adequately. So, I’ve been making progress with the large interactive agencies who have been very receptive. Much more receptive than I thought. Since interactive copywriting is still fairly new and has never been addressed at SXSW, there has been a lot of interest on behalf of these agencies to showcase their talent.

With the pot being stirred, I think it’s a matter of time before the interactive and marketing arenas begin to learn the names of interactive copywriters. Yes, first and last names. We know designers and directors names but fail to learn the writers. I think it would be a good thing to learn the names of some of the interactive arena’s greats. It may get to the point where you can tell who you’re reading by the style, tone, and semantic make-up of the words. I know I have developed a style over time and continue to adjust and improve. Somedays, I add more humor. Others I add maturity. Every now and then I add scandal (gotta keep it interesting . With that, I tip my hats to my fellow “iCopywriters” out there who make a living writing the words that make the web go round.