How does age add value to a copywriter?

Anna Metcalfe

Cantaloupe Ltd | B2B, SaaS, Software, Tech | Simplifying your 'complex' to achieve results

There are many things that improve with age. Fine wines, a decent cheese, children. I’d like to add copywriters to that group. And I’ll explain why there’s so much more to gain from hiring an (ahem) older copywriter.

How many miles have you written?

In the world of copywriting, experience (and practice) matters.

The more we write, the better we get.

Different styles are developed and fine-tuned the more our fingers type on a keyboard. We experience the sheer enormity of copywriting for what it is – not just blogs, not just press releases. Over time, we learn the nuances of each medium and develop our expertise.

We were all young once

Think about this. The young have never been old, but the old know what it’s like to be young.

My point? An older copywriter has the benefit of life.

The good, the bad and the quite frankly, ugly.

Each decade provides more experience, more understanding, more awareness. Without a doubt, this adds to the richness of any copy that is written.

Age creates experienced chameleons

An older copywriter is more likely to have worked in a wider variety of industries. My own journey has taken me through a remarkable range of markets and skills. The future can only be just as varied.

And I like it.

Only by immersing yourself in such diverse environments can you develop your skills as a copywriter.

You get into their shoes. You try to think as they do. You work out what motivates them and what frustrates them.

From doing this, you write better copy.

The experience of going through this process time and time again pays off. You become a rather accomplished chameleon! Your brain can draw from previous copywriting projects, allowing you to compare and contrast more effectively. It helps you to write better copy that’s in tune with the specific audience in question.

Did I mention cost?

No, I didn’t. Because I would rather highlight the importance of value.

I’m under no illusion that with a good afternoon’s Googling and a handful of phone calls, you can find self-professed copywriters prepared to write for very little indeed. Or content mills that promote such a service on their behalf.

But buyers should always be wary of suspiciously-cheap professionals.

Clients should ask them how long they’ve been writing copy (safer than asking them how old they are). Ask who they’ve worked for. Ask for examples of their work.

Of course, it depends on your project – an inexperienced copywriter might be better than no copywriter at all, right?

Maybe not.

According to ProCopywriters, the average day-rate for a copywriter in 2018 was £342. Just like design, copy has great value when delivered effectively. Should you choose to skimp, don’t expect reliable results.

And so, how old am I? Well, it would be safer to ask how much experience I have!

More than 20 years as you’re asking, should you wish to hire the services of an “old hand”.

Blog first published on

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