Bernadette Schwerdt

Job Title: Copywriter  

Company name: Founder and Managing Director of The Australian School of Copywriting

Clients worked on: Apple Computers, Amway, Clairol, The Ensemble Theatre, Raine and Horne Real Estate, Dulux, BHP Colorbond, Monier, FAI, Ford, Kodak, The Harry M. Miller Group, Melbourne University, HealthWorks, Telstra, Optus, National Speakers Association of Australia, Smartbuild.  

Agencies worked with: Wunderman Cato Johnson, Young and Rubicam, J. Walter Thompson, Clemenger, Catalyst.

Positions held within agencies: Group Account Director, Freelance Copywriter

Top 5 tips on becoming a copywriter:

1. Be bold and tell everyone that you are now a copywriter. Don't wait for someone to ‘anoint' you as a fully fledged writer.  The only way to become a copywriter is to write copy.  The only way to write copy is to find a client.  The only way to find a client is to tell them you're a copywriter.

2. Get your business cards printed now.  It doesn't really matter what they look like - just get something that lets others know how to contact you. 

3. Attend events to make some new contacts.  Breakfasts, luncheon clubs, seminars, conferences - these are all excellent places to meet people in a relaxed and friendly environment.  Spark up a conversation and before you know it, you will have people asking you to write copy for them.

4. Get some training.  Copywriting isn't as easy as it looks and you do need to know the rules of the game. Having said that, it is a learnable skill so enrol in a course and start reading as much as you can about the advertising business.

5. Think about specialising in writing website copy.  This is THE future for ambitious copywriters. It will be well-paid, there will be plenty of work and you can specialize in a niche like financial services, that'll enable you to charge top dollar for your work. 

How did you get started:

I started off as an Account Director in an advertising agency so I was exposed to the strategic and client management roles before moving into copywriting. This was ideal training for me because as an account director, I needed to take briefs, identify strategic direction and manage the client relationship - all the things a freelance writer needs to do. In retrospect, it was a wonderful training ground.   

What do you like about being a copywriter:

• I love the variety of working with different products and services.
• I like the isolation of writing but love the client contact too so it satisfies my need for time alone as well as time with people.
• I have an insatiable curiosity about people, places and things. Being a copywriter gives me permission to ask lots of questions of anyone, at any time.
• It pays well and I can work from home. I don't have to worry about the morning peak hour rush and I don't have to put up with annoying bosses and office politics.