Why did you choose a career in copywriting, and how did you get into it?
I stumbled into the “creative copywriter” role without knowing how it’s done. I would say I am proudly a creative, which made me apply for roles with the “creative” titles in them. I was accepted into two companies, but ultimately accepted the marketing agency whose clients are Fortune 500 Technology Brands. Technology pushes you to be even more creative, and that’s the kind of work I lean towards.
What work are you most proud of?
I am proud of every work I did, but I am always proud of the work I do for Dell Technologies at GITEX GLOBAL since 2022. It’s always fun and a proud moment to create a whole brand experience and stories that resonate with clients and their target customers.
What piece of copy do you wish you’d written?
Not a piece of copy, but definitely brand campaigns for Canva! I have always loved their brand stories, especially for the annual Canva Create.
Do you have any favourite copywriting hacks or techniques that you’d care to share?
I wouldn’t call it a technique, but a must-have in every copywriter’s process. Study the brand guidelines along with the brief. You want to maximize the time you have brainstorming for a project, and it doesn’t make sense to plan something against brand compliance. Sure, it can be cool and trendy – but don’t forget that you’re here to communicate the brand’s identity and not give it a whole new one.
What do you do if you hit a bit of writer’s block?
I used to have a lot of writer’s block moments. But now, I barely have them for two reasons: creativity time and AI tools. I allot days where I can go to workshops (the more challenging, the better) for storytelling, and I sometimes brainstorm with various AI tools to the point that they crash. Haha!
What are your favourite and least favourite writing-related tasks?
My favourite writing-related task is the brainstorming part. I used to dislike it but it’s actually fun to see the kind of creative ideas you can come up with. Will it work with the brand? Probably. Will our editor or our client approve it? Probably!
My least favourite is probably the testing part. Some creative content works in ways you don’t expect that it can be frustrating. I try my best not to get emotionally invested in creative content that I make.
Any copywriting pet hates?
When copywriters talk about how they would do something their way as a case study. Although it can be interesting because I’ve seen so many great reinventions of campaigns, but it should come from a place of understanding. You don’t know the brief, the brand guidelines, the client requirements, or the target customers. Or probably how the campaign managed to get approval from Marketing, Brand, Legal or Ethics teams.
What’s the best piece of career advice you’ve been given?
I find this useful more than ever: Fortify your strengths, strengthen your weaknesses. We often target learning new writing skills, new AI tools, and we can get complacent over the strengths we already have. If you successfully turned a weakness into a strength, don’t forget to make your strengths even stronger.
What advice would you give to people starting out on a copywriting career?
Focus on the industry you want to target. Focus on how they communicate their brand. If you are aiming for a particular brand or even industry, research about their opinions or view on AI tools as a whole. I’m saying this because some brands are strictly against AI tools, some prefer specific tools, and some welcome any tools to use.
How does ProCopywriters membership support your goals?
I gain the visibility and recognition that I seek as a copywriter. It’s great to be a part of an international platform for copywriters. Also, the organization has great training workshops, which are part of my personal growth plan as a creative copywriter.
Where can people find out more about you?
I have a newsletter and publication called “Lessons in Writing Confidence by Patricia Estenoso” that is available on LinkedIn and Medium. Both have different content, and I have an upcoming email newsletter version of the same name. I am also active on Instagram and Threads!