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Copywriting Q&A: What Will Copywriting Look Like in 10 Years?

By Nicki Krawczyk 7 Comments

What does the future hold for copywriting?
Time and technology move fast, and people who are getting into copywriting now might be wondering what the future holds for them. Want a little peek into the future? Read on…

Today’s question comes from Marcius Q. who asks, “I think I’d like copywriting, but I want to be in it for the long haul. I know you can’t tell the future, but what do you think are some things that are going to change?”

This is a great question. And I’m going to start off by addressing kind of an underlying issue, and that is whether or not copywriting will still be around in the future.

I’ve covered that in this post, but let me summarize that and just say: Yes, it will. The creative class, and the language-based creative class, particularly, is not going anywhere. (Check out the article for more details.)

So, beyond that, let me go ahead and pull out my crystal ball. Well, really, it’s less of a crystal ball and more educated guesses based on where I see the industry and technology going, and how they’re likely to meet up.

There’ll be more digital collaboration. Technology has made major strides in letting us collaborate with each other over the last few years, but things are going to get even better.

Sure, right now you can see the same screen from two locations, but what about being able to simultaneously edit what you’re working on? Or have an instant transcription of your concepting process? Or sketch your thoughts on any surface (or lack thereof) and have them instantly saved, sent or rendered? The future is exciting, people.

There’ll be better ways to translate copy. Right now, translation programs are pretty basic. They generally can’t account for context, colloquialisms, or a number of other idiosyncrasies across languages. And human translation can be good, but it’s expensive and time-consuming.

Well, it’s not going to be long before translation programs get smart enough to factor in context—and continue to learn the more they translate. A banner ad you write in English could be translated to Dutch and pushed live in Holland in a matter of moments.

There’ll be more ways to reach people with your copy. The Apple watch is just the tip of the iceberg. For better or for worse, there are going to be more and more ways for advertising to reach people. Think: Eyewear (Google Glass or better), ads to provide free Wi-Fi anywhere in the world, ads in entertainment while your car drives you to work.

But more ads isn’t necessarily a bad thing, because…

You’ll be better able to tailor your copy to people. Big Data is just the beginning. Companies are collecting data on what people do and what they’re interested in and what they want, and that’s going to allow you to write copy that is more targeted and more helpful than ever.

Now, we often have to blast our message to a wide audience, hoping to hit our exact target audience as part of it. Eventually, we’ll be able to hit our target audience with much more precision. That family that just had a premie baby and now needs a special car seat but doesn’t know where to look? You’ll be able to help them by targeting your message to them—and technology will be better able to reach them.

It’s a bold, exciting future! As with any developments, there can be downsides, but it’s part of our jobs to make sure we use our copywriting powers for good. Here’s to change!

Your turn! What do you think will be some developments in copywriting over the next 10 or 20 years? Let us know in the comments below!

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Filed Under: Business Development, Growth & Development, Q&A

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About Nicki Krawczyk

Nicki is a copywriter, copy coach and the founder of Filthy Rich Writer. She's been writing copy for more than 15 years.

Comments

  1. Terence says

    November 2, 2015 at 4:41 pm

    Sure Nicki, those are the deliverables. But as long as there are wants – by us perpetually wanting humans – there will be a need for copywriters to use creative language to sell. The point is how will language change to be more creative?

    Reply
    • Nicki Krawczyk says

      November 4, 2015 at 10:42 am

      Hi Terence,

      As Marcus has said, it’s up to *us* to evolve it! It’s always going to be on the communicators to find better and more insightful ways to communicate. As for how we’ll do that, well, that’s like trying to predict the plots of next year’s Pulitzer Prize winners. 🙂

      Thanks,
      Nicki

      Reply
  2. Marcus says

    November 3, 2015 at 2:24 am

    Hi Terence,

    Language (I’m specifically referring to English) is evolving all the time.

    The number of entries in the Oxford English dictionary increased each time it was published.

    Blog, Google (as a verb), Mashup, Bromance, Muggle, Staycation, Sexting, Locavore, Bling, D’oh, Frankenfood and Illiterati are all words in use which didnn;t exist 20 years ago.

    The creative part is in blending them in persuasive copy.

    All the best –

    Reply
    • Nicki Krawczyk says

      November 4, 2015 at 10:43 am

      Hi Marcus,

      I heartily agree. Language will continue to evolve and the way we choose to use it in copy will help it (and us, as creatives) evolve.

      Thanks for commenting!
      Nicki

      Reply
    • Terence says

      November 16, 2015 at 4:28 pm

      Thanks very much for your thoughts Marcus. Sure, nothing can escape the effects of technology.

      Best

      Reply
  3. Benjamin Ejegwa says

    December 3, 2018 at 2:50 am

    What will copywriting look like in the future? For me I think copywriting and copywriters would be more conceptual, Copywriters will not only write copy but they’ll generally give direction to the art, copywriters will double as creative directors because frankly, no one will want to hire a person just because he/she can write, the truth is anyone can be taught writing but conceptualization is a bit tricky, so I think copywriters would also double as Art directors if not in practice, then in theory.

    Reply
    • Nicki Krawczyk says

      December 5, 2018 at 12:48 pm

      Hi Benjamin,

      I agree – as more and more people come to understand the importance of messaging, I think more and more copywriters will ascend to creative director level. Just as graphic designers who become copywriters don’t need to know how to write copy to appreciate it and direct it, copywriters who become creative directors don’t need to know how to design to appreciate and direct it.

      Thanks for commenting!
      Nicki

      Reply

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