By Holland Webb, @WebbJohnpaul

I’d Ruther Go to Druther’s Restaurant

That is the first advertising tagline I remember, and I was only six years old when Druther’s came to our Kentucky town.

Did you ever eat at a Druther’s? It was a short-lived fast food brand with locations in seven states. It officially turned belly up in 1990. The chain’s less-than-compelling tagline and corny “Andy Dandytale” character couldn’t compete to win in a national market.

But what does it say about the power of advertising that after 35 years I can remember the tagline of a defunct fast food chain when I’ve forgotten the names of many people I knew?

It says how powerful corporate marketing can be. Who makes corporate marketing happen? Copywriters do.

What is a copywriter?

Put simply, copywriting is the place where art and commerce meet. Copywriters use their skill with words to create promotional materials that spur readers to take an action, such as buying a product or giving to a charity. Some copywriters work for companies or advertising firms, and others freelance.

How much do copywriters earn?

Copywriters are some of the highest-paid wordsmiths. A standard copywriter rakes in a median annual salary of $47,000, and a senior copywriter pulls in $73,000 on average. Among freelance copywriters, 11% earn $75 an hour or more. If your ambition is to provide or supplement your family’s income through writing, copywriting could be your ticket to success.

As a new copywriter, you may need to produce a few pieces for a low fee to acquire samples and establish social proof of your skills. Once you are clipping along at eight paid hours a week or more and have some fundamental copywriting experience, you can charge $25 an hour or the equivalent in project-based fees. Do not charge by the word. It’s a quick way to go broke.

Isn’t it sleazy to write advertisements for money? Aren’t copywriters the people Jesus threw out of the Temple in Matthew 21?

In a word, no.

Copywriting is not convincing people to buy things they don’t need in that smarmy style of the stereotypical used-car salesman. In fact, writing heavy-handed copy like that in today’s environment will get you blacklisted fast. Companies want well-researched, informative, emotionally compelling content that helps readers make good choices about what to buy and when.

What can I write as a copywriter?

Businesses and non-profits use multimedia approaches to marketing. That means you get to write nearly anything you want. Blogs. Facebook posts. Tweets. LinkedIn messages. Landing pages. Websites. Sales brochures. Newsletters. Emails. Sales letters. Fundraising mailers. Video scripts. Signs. E-books. Case studies. White papers. Radio scripts. TV ads. Shall I go on?

Can you give me a compelling reason to do this besides earning a living for my family?

Yes. Copywriters can help wholesome companies stay in business, raise money for effective charities, and lead consumers toward making wise spending choices. A skilled copywriter might even have written a compelling tagline and a character story that would have kept Druther’s, a major rural employer, selling burgers and salad bars for many more years.

Copywriting can be a great way to earn a stable living and do good for others at the same time. If you’d like to know more about getting started as a copywriter, shoot me an email. I’d Ruther Be Helping You!

Holland Webb is a full-time freelance copywriter and digital marketing strategist living near Greenville, SC. His clients are leaders in the online retail, higher education, and faith-based sectors. Holland has written for brands such as U.S. News & World Report, iLendX, Radisson, Country Inn & Suites, MediaFusion, Modkat, Great Bay Home, IMPACT Water, and BioNetwork. He is a featured writer on Compose.ly, and his monthly copywriting column appears on Almost An Author. You can reach him at www.hollandwebb.com or at hollandlylewebb@gmail.com.