Hasta La Creative!

Think back on your last interview. Did you talk to the point where the hiring manager’s eyes glazed over?

If so, you probably rambled on a little too long.

Here, we’re talking with media pros to learn why over-talking can ruin your chances of landing the job, as well as a few steps you can take to make sure you never do it again.

Talking Too Much Hurts Your Chances

Sure, it’s not the worst thing you could do in an interview, but it can hurt your chances of getting the gig. Nicole Williams, career expert and founder of WORKS by Nicole Williams points to a quote from Pauline Phillips (creator of the Dear Abby column): “The more you talk, the less you are listened to.”

“Interviewers are of course looking to learn about you and get a sense of your personality,” says Williams. “However, what they really want is someone who is succinct, articulate and pensive.”

Another thing to consider is the interviewer’s schedule. Dan Auerbach, operations director at Intuitive Digital, says the interviewer often schedules back-to-back interviews with several candidates. So, if you ramble over your allotted time, you risk disrupting the interviewer’s entire schedule.

Be Prepared

If you enter an interview without fully preparing for questions, you’ll be sure to ramble. To fix this, Williams suggests conducting a mock interview with a friend and recording the interview. In review, you can tell where you stumble, where you’re a little too verbose, and what responses can be polished.  

“Being comfortable with what you are saying and how you structure your sentences is very important when it comes to interviews,” says Williams. “You don’t want to give one-word answers and you certainly don’t want to dive into a five-minute spiel.”

Polish your interview skills, impress the hiring manager and dramatically increase your odds of landing the job with a mock interview.

Deal with Silences

One of the oldest tricks in the book is the interviewer waiting longer than usual to respond after you’ve answered their question. Sometimes, the interviewer is simply taking notes; other times, he or she sees how you’ll fill the void.

“People typically see this as they didn’t answer the question properly and would fill that space with more information, typically stuff that may hurt their chances,” says David Blacker, managing principal of digital marketing agency Venerate Media Group.

Rather than continuing to answer the question, Blacker recommends asking, “Did that answer your question, or were you looking for more clarity?”

You know that your resume needs to stand out in today’s recruiting environment.

When hiring managers review applications, they’ll usually have several candidates who can do the day-to-day job they’re looking to fill.

In these cases, applicants who differentiate themselves effectively will beat out those who wrote out a laundry list of what they were “responsible for.”

You should never try to stand out using extravagant formatting features such as colors, graphics, or photos, however.

Recruiters are impressed by quality content – not your ability to assemble a pretty document (unless you’re applying for graphic design roles).

The key to standing out?

Craft achievement-driven bullet points that demonstrate the impact you made on an organization.

By incorporating key metrics and KPIs into your resume, you’ll make your claims more believable and immediately build up credibility in the eyes of hiring managers.

This article discusses 5 metrics that give your resume a competitive advantage.

1) Revenue & Sales Growth

If you’re responsible for improving company revenue or sales, cite specific figures to demonstrate your contribution.

Consider creating a spreadsheet to keep track of notable achievements from each of your roles:

• How much did you increase revenue on a month-over-month or year-over-year basis?
• How many sales did you make?

You’ll also want to put these metrics into context:

• What strategies did you use to increase revenue?
• Were there any headwinds (such as the pandemic) that make this a particularly impressive achievement?

When you leverage specific metrics and explain how you achieved them, you help recruiters envision how you’ll add value to their company.

This approach will leave a stronger impression than a generic statement saying that you were “recognized for consistently achieving sales targets.” Instead, you can explain that you:

“Increased online sales revenue by 20% year-over-year by implementing abandoned cart recovery emails in Shopify, exceeding team sales target by 150%”

2) Cost Reduction & Profitability Improvement

If you’re not in a position that generates revenue, think about quantifying ways in which you decreased costs.

Questions to address include:

• By how much did you decrease operating costs?
• Did you reduce the cost of producing a product or delivering a service? How?
• Are there any other overhead costs you eliminated, such as outsourced contractors or expensive tools?
• By how much did you improve your division’s profitability?

You may have to dig through old dashboards or invoices to gather these metrics, but hiring managers will be impressed by your thinking about ways to improve the company’s bottom line.

If your materials costs decreased because you secured better pricing from suppliers, explain that you:

“Lowered materials cost by 18% in 6 months by renegotiating contracts with 4 suppliers.”

3) Process Optimization

In almost any role, you can improve existing processes – even if it’s not officially part of your job description.

Remember that companies are always looking for ways to increase efficiency.

By putting numbers behind your achievements in this area, you’ll demonstrate how having you on the team will help the company get more done with fewer resources.

• How much time did you save via new processes you created?
• What tools did you leverage to make your work more efficient?
• By how much did you improve efficiency?
• What results did the analysis you conducted yield?

To measure efficiency, think about how long certain tasks used to take you to complete before you implemented new tools or processes.

If preparing month-end financial statements used to take a week and your new Excel models help you get it done in a day, you can write a bullet point such as:

“Reduced time to prepare month-end financials by 80% by creating a new Excel model”

4) People

You can still quantify your achievements if your role primarily involves leading people.

Elevate your bullet points that have to do with recruitment, training, and team leadership by addressing the following questions:

• How many people were on your team? How many direct/indirect reports did you have?
• How many candidates did you interview and for how many positions?
• By how much did you improve team member engagement scores or retention?
• How many training sessions did you deliver? How did they improve team performance?

These metrics help contextualize your role’s scope and impact, giving recruiters a clearer understanding of your leadership ability.

If team performance improved after you launched a new hire training program, you could say that you:

“Developed and rolled out a training program for new analysts that resulted in increased performance scores (+10 points) and on-the-job engagement (+18 points)”

5) Marketing & Partnership Development

If you work in marketing or build partnerships, you’ll have plenty of opportunities to quantify results:

• How many impressions did your marketing initiatives generate?
• Can you calculate the ROI of your marketing campaigns?
• How many deals did you sign? How many partners did you bring on board?
• By how much did you increase conversion rates?

Don’t forget to put your metrics into context by providing year-over-year comparisons or timelines to strengthen your case further:

“Established relationships with 4 investors, resulting in 6 new hotel development deals within two years.”

In Summary

Incorporating metrics into your bullet points will take research and advanced planning, but trust that the extra effort is well worth it.

Once you’re happy with your base content, you can tailor your resume to your target roles to further bolster your chances of landing interviews.

About the Author

Matt Glodz is the Founder of Resume Pilots, an award-winning executive resume writing service. Matt graduated from Cornell University, where he studied business communication with leading professors in the field. He is also a Certified Professional Resume Writer and Certified Professional Career Coach. At Resume Pilots, Matt and his team bring writing excellence, superior service, and market expertise to applicants who are looking for job-search services beyond mere resume assistance.

FAQs: Leveraging Metrics for Success

Q: Why is it important to include metrics on my resume?

A: Including metrics on your resume demonstrates your tangible impact on previous organizations, making your achievements more credible and compelling to hiring managers. It showcases your ability to drive results, giving you a competitive edge.

Q: What types of metrics should I include on my resume?

A: Consider including metrics related to revenue and sales growth, cost reduction and profitability improvement, process optimization, leadership and team development, and marketing and partnership development. Specific figures related to achievements in these areas can significantly strengthen your resume.

Q: How can I quantify achievements if I’m not in a revenue-generating role?

A: You can quantify achievements by detailing cost reductions, process improvements, efficiency gains, team development impacts, and the results of marketing initiatives. Look for ways you’ve contributed to your organization’s bottom line or operational efficiency.

Q: Can incorporating metrics into my resume make a difference in my job search?

A: Absolutely. Metrics provide concrete evidence of your contributions and can set you apart from other candidates who may only list duties or responsibilities. This data-driven approach can catch a recruiter’s eye and increase your chances of landing an interview.

Q: What if I can’t access exact figures or metrics from my previous roles?

A: If you don’t have exact figures, estimate the impact as accurately as possible or describe the scope of your projects and initiatives. You can also mention the methods or strategies you used to achieve results, giving context to your contributions.

Q: How do I make my achievements stand out with metrics?

A: Use clear, concise bullet points to highlight your achievements, including the metric, briefly explaining how you achieved it and the context if necessary. This format makes it easy for hiring managers to see the value you can bring to their team.

Q: Should I tailor the metrics on my resume for each job application?

A: Tailoring your resume’s metrics and achievements to align with the job you’re applying for can further enhance your application. Highlight the metrics and results most relevant to the position to demonstrate your suitability and potential impact.

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You’ve always had a way with words, an ability to reel people in with your storytelling. How about using that talent as a copywriter? It sounds like a good idea if we’ve ever heard one. Read on to find out everything there is to know about the job.

What exactly does a copywriter do?

Good copywriting can sell products; great copywriting can make a company.

A copywriter creates clear, compelling copy to sell products and educate and engage consumers, flexing persuasive writing muscle on websites, blog posts, press releases, product descriptions, email blasts and sales letters, print ads, banner advertising, newsletters, white papers, PSAs, social media platforms, including Twitter and Instagram, and other marketing communication vehicles.

Copywriters may also produce internal materials versus external marketing campaigns, drafting internal memos, policies, employer brand material, surveys, etc.

The job description and daily routine may also entail brainstorming concepts and developing storyboards, working with marketing and other creative departments to develop communication strategies, and ensuring consistent brand messaging across print, TV, radio, direct mail, and other communication channels, including voice and tone.

A typical day on the job might include researching a topic online or conducting an interview, figuring out how to convey an idea to a specific audience, writing and editing copy, and finding images to accompany the content, says POP Qs Party Games owner Susan Hawkins, who has more than 25 years of copywriting experience, including several as an SEO copywriter.

What skills are required as a copywriter?

Writing skills, of course. But we’re talking about more than the ability to string together a coherent sentence. “As a professional, you have to know how to write copy that sells to the client’s specific audience, agency or business,” says freelance copywriter Helen Holt of Writing-preneur Copywriting Services. 

Grammar, spelling, and punctuation count, too, adds Hawkins. “Know the difference between ‘everyday’ and the phrase ‘every day’; they’re not interchangeable. Spelling can make or break your career.”

The ability to write for any audience and superior research skills are also crucial, as is adhering to deadlines. “If you can’t deliver quality content on a given deadline, you probably won’t make it as a copywriter,” says Hawkins.

Lastly, you must be able to follow directions as a big part of your skill set. This is especially true for freelancers hired to listen to what someone is looking for and execute that vision. “A copywriter’s job is providing deliverables,” says Holt, “custom made to order.”

How important are digital skills?

In a word: very. Writing content is no longer enough. “You have to know how to optimize the content to drive traffic to your client’s website, landing page or blog,” says Holt.

This means keeping current with digital technology, including Google’s algorithm changes, so you know which search engine optimization (SEO) techniques are most effective, she notes.

Who is a copywriter’s boss?

If you’re freelance, you’ll likely report to your client’s marketing director. If you work for an agency or a company, you’ll probably take your cues from an advertising, promotions, or marketing director.

How do I get ahead as a copywriter?

Practice writing and develop a style, advises Hawkins. And for the love of chocolate, don’t ever, ever plagiarize. “You’ll be outed faster than a cheating politician,” she says.

How can someone break into copywriting?

A bachelor’s degree in something like journalism, English or marketing can help, but a powerhouse portfolio filled with an array of samples you created for online copywriting classes or internships or while lending your services to a nonprofit is what will wow potential employers.

The impact of copywriting on branding

A significant part of a copywriter’s role is contributing to a brand’s identity. While marketing executives may set the overarching brand strategy, the copywriter is often responsible for executing this vision through the written word.

Copywriters help define the brand voice, ensuring consistency across all channels. Whether it’s an advertisement, a social media post, or an email campaign, the language used must align with the brand’s personality and objectives. A skilled copywriter can elevate a brand, making it more memorable and relatable to its target audience.

How copywriting has evolved with digital media

The scope of copywriting has expanded significantly with the rise of digital media. Copywriters must now adapt to formats like SEO-friendly articles, video scripts, and even short-form content for platforms like Twitter or TikTok.

This calls for versatility and a deep understanding of how different platforms engage their audiences. The key is to produce content that is well-written and optimized for the platform it’s presented on, ensuring maximum reach and engagement.

How are copywriters paid, and how much?

Copywriting can offer a diverse range of financial prospects. Freelancers often charge per word, per hour, or per project, giving them the flexibility to set their rates.

On the other hand, those employed in agencies or corporations may have a fixed salary with benefits. Glassdoor currently pegs the salary for an average copywriter at about $73,000, but there are a lot of differences based on location and seniority. Entry-level positions often start at a modest pay scale but can quickly progress as one gains experience and expertise.

Specializing in lucrative industries like tech or healthcare can also contribute to higher earnings.

Necessary tools and software for modern copywriting

The modern copywriter must be proficient in various tools beyond just a word processor. Familiarity with content management systems (CMS) like WordPress, SEO tools like SEMrush or Ahrefs, and basic HTML coding can provide a significant advantage.

Additionally, navigating design software like Adobe Photoshop or Canva can be a plus when working in smaller teams with more fluid roles. You may also want to know about “cheaty” AI software systems like Jasper because they are handy in copywriting.

Ongoing learning and development

The industry is always evolving, making continuous learning crucial for career growth. This could mean taking courses on new writing techniques, attending workshops to understand consumer psychology, or staying updated with the latest digital marketing trends.

One of the best ways to continue honing your craft is also through personal blogging. Running your blog can help copywriters refine their voice and hone their technical skills. Though it may be difficult to write during a job that requires heavy writing, blogging can be a great way to stay at the top of your game.

Copywriters should also be open to feedback and continually refine their craft based on performance metrics and audience engagement. Keeping a finger on the pulse of cultural shifts and emerging platforms can provide a competitive edge.

Wrapping up: the copywriter’s journey

So there you have it, word wizards and phrase finessers – a comprehensive lowdown on the exhilarating world of copywriting. It’s a realm where your love for words meets the high-stakes game of marketing; your sentences can make or break a brand, and your voice can echo across a myriad of platforms.

Remember, as a copywriter, you’re not just playing with words; you’re sculpting them into something persuasive, engaging, and utterly unputdownable. Whether you’re crafting a snazzy tweet, a compelling product description, or an SEO-optimized blog post, your words are the silent yet mighty heroes of the marketing world.

Sure, the path may have its share of eye-roll-inducing revisions and “back to the drawing board” moments. But hey, that’s part of the charm! Each word you pen down is a step towards mastering this art. And let’s not forget the thrill of seeing your work out there in the wild – nudging consumer behavior, one well-placed adjective at a time.

So, gear up, future copy czars! Keep sharpening those skills, keep adapting to the digital dance, and most importantly, keep your passion for words burning bright. The world of copywriting awaits your unique flair. Go forth and create copy that doesn’t just sell, but sizzles and soars!

Get started in a new copywriter job role today. Check out our special job board for media jobs.

Additional Resources

Sample Interview Questions for Copywriters

Here’s a set of questions tailored for interviewing potential copywriters, designed to probe their technical abilities and creative and strategic thinking. You can use these as a guide when breaking into the role for interview prep or hiring copywriters as managers.

1. Creative Flair and Writing Skills

1. Can you describe your creative writing process? – This question aims to understand their approach to crafting copy, from initial concept to final draft.
2. How do you adapt your writing style to different brands or audiences? – This tests their versatility and ability to switch between different tones and styles.
3. Could you share an example of a writing project you’re particularly proud of? – Encourages them to showcase their best work and explain why it stands out.

2. Technical Expertise and Adaptability

1. How do you stay updated with the latest copywriting and digital marketing trends? – Assesses their commitment to ongoing learning and adaptability.
2. What experience do you have with SEO and how do you integrate it into your writing? – Gauges their understanding of SEO and its application in writing.
3. Can you discuss a time when you had to write under tight deadlines? How did you manage? – Tests their time management skills and ability to deliver under pressure.

3. Conceptual Thinking and Strategy

1. How do you create a content strategy for a new brand or product? – Probes their strategic thinking and ability to plan content.
2. Describe a challenging project where you had to research extensively. How did you go about it? – Looks at their research skills and how they tackle complex subjects.
3. Can you give an example of how you’ve used storytelling in your copy to engage an audience? – Checks their understanding of storytelling in marketing.

4. Collaboration and Feedback

1. How do you handle feedback and revisions from clients or team members? – Tests their receptivity to feedback and collaborative skills.
2. Describe a situation where you had to work closely with a design team. How did you ensure the text and visuals complemented each other? – Explores their ability to work in tandem with other creative professionals.

5. Ethical and Professional Standards

1. What are your views on ethical considerations in copywriting, such as avoiding misleading content? – Assesses their ethical standards and professionalism.
2. How do you ensure your copy is creative and aligns with the brand’s guidelines? – Looks at their ability to balance creativity with brand consistency.

6. Personal Insight and Motivation

1. What inspires you in your writing? – Aims to understand their sources of inspiration and passion for writing.
2. Where do you see your copywriting career in the next five years? – Sheds light on their career aspirations and commitment to the field.

FAQs on Copywriting

Q: What role does storytelling play in effective copywriting?

A: Storytelling is a crucial element in copywriting as it helps engage the audience, build a narrative around a product or brand, and create an emotional connection with consumers. Effective storytelling in copywriting can elevate mundane information into compelling content that captivates readers.

Q: How significant is understanding consumer psychology for a copywriter?

A: Understanding consumer psychology is immensely important for a copywriter. It involves grasping what motivates consumers, how they think, and what influences their purchasing decisions. This knowledge allows copywriters to craft messages that resonate deeply with the target audience, influencing their perceptions and actions.

Q: Can copywriters specialize in specific industries, and what are the benefits?

A: Yes, copywriters can specialize in specific industries such as technology, healthcare, or finance. Specialization allows them to gain in-depth knowledge of the industry’s language, audience, and challenges, enabling them to produce more relevant and authoritative content, often leading to higher demand and better compensation.

Q: What is the importance of SEO skills in modern Internet copywriting?

A: SEO skills are vital in modern copywriting as they ensure the content is engaging and discoverable by search engines. A copywriter with SEO skills can optimize content with relevant keywords, meta tags, and structure, improving a website’s search engine rankings and visibility.

Q: How does a copywriter balance creativity with the need to adhere to brand guidelines?

A: Balancing creativity and brand guidelines involves understanding the core values and voice of the brand while innovatively conveying the message. Copywriters must be creative within the constraints of the brand’s identity, ensuring consistency and alignment with the overall marketing strategy.

Q: What are the writing challenges for different digital platforms like Twitter or TikTok?

A: Writing for digital platforms like Twitter or TikTok presents challenges such as adapting to varying content formats, character limits, and audience preferences. Copywriters must be versatile and capable of crafting concise, engaging content that fits each platform’s specific requirements, culture, and constraints imposed by graphic design.

Q: How do copywriters measure the effectiveness of their work?

A: Copywriters measure the effectiveness of their work through performance metrics like click-through rates, engagement levels, conversion rates, and SEO rankings. In publishing and traditional media, feedback may come from writers, editors, and customers. Feedback from clients and audience responses also provide valuable insights into the impact of the content.

Q: What are the ethical considerations in copywriting?

A: Ethical considerations in copywriting include avoiding misleading or false information, respecting copyright and intellectual property rights, and maintaining transparency in advertising. Ethical copywriting upholds integrity and trustworthiness, vital for building long-term relationships with audiences.

Q: How can a copywriter stay updated with evolving digital marketing trends?

A: A copywriter can stay updated with evolving digital marketing trends by subscribing to industry newsletters, following thought leaders on social media, attending webinars and workshops, and participating in professional networks and forums dedicated to copywriting and marketing. Continuous learning and adaptability are key.

Q: What is the role of feedback and revision in the copywriting process?

A: Feedback and revision are integral parts of the copywriting process. They involve refining and improving the content based on client or peer reviews, ensuring that the final copy meets the objectives, resonates with the target audience, and aligns with the brand’s voice and strategy.

Q: What is the role of persuasion in effective copywriting?

A: The role of persuasion in effective copywriting is central and multifaceted. Persuasive copywriting aims to influence readers’ behavior or beliefs by appealing to their emotions, logic, or trust. This is achieved through various techniques such as storytelling, compelling language, understanding the audience’s needs and desires, and presenting benefits in a way that resonates with them. Effective persuasive writing often leads the reader towards making a decision, such as purchasing a product, signing up for a service, or adopting a new viewpoint by making a compelling case that aligns with the reader’s interests and values.