Performance copywriting includes writing audio-visual scripts for radio and TV, for DVDs, writing speeches, writing presentations and a new form of AV copywriting - writing YouTube scripts.



If you enjoy TV advertising, you'll enjoy writing it too, for small companies which don't have the budget to hire an advertising agency and are looking for a skilled copywriter.

How to Break in to Performance Copywriting

The easiest way to break in to audio-visual copywriting is to write for radio. This is because at many local radio stations, the DJs write the majority of the advertising for smaller companies which don't go through an agency, and they hate it.

So just tape a few ads on your favorite local radio station, and then transcribe them to see how they're written. You should now be able to write some samples, using the transcriptions as models.

Then take your courage in both hands, and go along to your local radio station and ask to see the program director. Just explain you're a new copywriter, and ask whether they have any on-going work.

Once you've written some radio scripts, you'll find that AV copywriting projects come to you - the people at the radio station will pass on your name, as will those people for whom you write.

Easy Tips for Writing Copy for Performance

Here are some AV copywriting tips to keep in mind:

1. Performance copywriting is still copywriting to sell, so you need to focus on triggers which will lead the viewer or listener to take action. Use outlines to ensure that you cover everything you need to cover in a script;

2. In radio, remember to include the advertiser's name and address a couple of times - people don't listen to radio advertising with much attention;

3. Read your scripts aloud - record them yourself on your computer or on a digital recorder. If you find yourself stumbling over words, change the script;

4. Time yourself, while reading your script at a normal pace. All AV copywriting has to fit into a time constraint.

Promoting Yourself As an AV Copywriter

If copywriters are rare birds, AV copywriters are even rarer. This means that if you take the time to build yourself a decent portfolio, you'll become known for this skill, and will have all the work you can handle. What's more, you'll be able to charge whatever you please, because other copywriters stick to small print and display advertising, search engine marketing on the Web, and direct response; this means there's little to no competition.

Your portfolio is the key to your success, so take the time to build it, by taking on local AV jobs for businesses, and at your local radio and TV stations.

Once you've created your portfolio, go along to your local Chamber of Commerce meetings, and make yourself known. Business people always need speeches and other scripts, so these jobs are easy to get.

You should also set up a small Web site so you can promote your skills, and do some online advertising. The success of the online video sites, like YouTube, means that many companies are looking for AV copywriters.

Good luck with your AV copywriting career - it's a lot of fun, and highly profitable too.