Harriette Halepis Copywriter

To a copywriter, social media isn’t anything new. We’ve been writing short sentences that gain attention for decades. Some say the first copywriter came from Ancient Greece – selling philosophy and feta at the same time. All within a short amount of space restricted further by stringent word counts.

Somehow social media is often pushed to the sideline — a mere afterthought that usually winds up on an intern’s desk. Yet, companies will pay top dollar for a new slogan or for original advertising copy. All are equally important (and largely the same), though social media is covered in the cloak of the (underestimated) Internet.

I won’t lie to you. Social media isn’t the only solution to slumping sales. It is, however, the latest form of television advertisement. Let me explain.

Prior to the dawn of the television, advertisements were created in print. From full page to half page, print advertisements appealed to consumers of all kinds. Then, along came television. The print world largely scoffed at the idea of the “talking box.” Companies were afraid to invest in television advertisements.

Not only were companies afraid that television ads wouldn’t reach target audiences, they were also frightened by the high cost of creating a TV advertisement. While print advertising required no more than a marketing team (backed by talented copywriters), creating a television ad required a whole production crew.

Many thought that television would pass. Many were wrong.

Television advertising is just one example.

At one point in human history, companies sold goods and services through word of mouth. In fact, this is where we get the term “soapbox.” Back in the day, politicians and news boys alike would stand on large wooden boxes (usually soap boxes) shouting the daily news. Mixed in with that news were advertisements for local businesses.

Then print came along.

Merchants hired copywriters to jot down soapbox advertisements. Print advertisements don’t work without great copy. Copywriters write scripts for television ads. Social media is simply the next step.