As a digital copywriter it's easy to just write 'click here' and 'submit' but while this is functional, it's also pedestrian. So anyone who's got a GCSE in English and ever used the internet can do this.
So, as a digital copywriter, it's our duty to bring this boring copy to life.
And every bit of copy is an opportunity to flex those creative copywriting muscles.
A copywriter takes boring or complex topics and makes them easy and a joy to read.
I've managed creative teams for years and the most common complaint I get is they want to work on something more fun.
You could argue that if you wanted to do that, go and work for an agency or Disney.
But where's the fun in that?
Writing about Toy Story or Formula 1 or London Fashion Week is easy (I've worked on all these) - it's not hard to sell something that's already sexy.
It's like polishing Rihanna.
The fun is when you have to polish turds.
When you have make insurance/petrol/networks/MOTs fun, accessible, emotive and memorable.
That's where you find truly talented copywriters. In the thick of policy documents and Ts&Cs that are brilliant to read (I'm looking at you, O2).
The truth is that everything is sexy.
Businesses don't sell stuff that people don't want or need.
And the reason they want or need it is because it has a meaning attached to it.
Insurance is boring, until you realise that a home is a castle and car is a lifeline.
MOTs are a pain until you realise it's like taking a family member for a check up.
You can bring anything to life if you look at what it enables, not what it is.
And you can create thirsty copy if utilise more of the nearly 200,000 words in the English the dictionary, so you're not just clicking here but knocking on an open door.