Position Spotlight - Digital Copywriter.
Our Digital Copywriter Evelyn tells us about being challenged at work, changes within copywriting and why her role is liberating!
Can you give us a brief summary of what your job entails?
Sitting in GetYourGuide’s marketplace department in Berlin, I work together with teams of designers, analysts and developers to create a smart and seamless booking experience for millions of travellers worldwide. I even write a little too.
What does an average day as a Digital Copywriter look like?
Everything starts with research. Lots and lots of research. Beg, borrow and bribe others for data. That’s the only way to shape any halfway decent ideas. Have a Club Mate. Write your thoughts down on paper, post-it notes, the back of your hand. Talk to a colleague about said ideas. Realise you tried to reach a solution before attempting to identify a problem. Start over. Respond to an email from the marketing team who need copy for a full page print ad. Prioritise like a pro. Launch a user test online and watch the feedback flood in. Listen, observe, learn. Reach that all-important light bulb moment. Work on a split test you planned to set up last week. Grab anything caffeinated. Write some more. Go home. Repeat.
What is the most challenging aspect of your role?
Technology now allows us to test every element of web copy and then apply those learnings to produce copy that sells. A/B testing is a tactic we use here to validate our hypotheses, but it can just as easily shatter preconceived notions of what we think good copy looks like. I learnt pretty quickly that no copywriter can rely on intuition alone, or anyone for that matter.
What advice would you have for someone who wants to work as a Digital Copywriter at GetYourGuide?
Copywriting has undergone some big changes since traditional advertising was born back in the 1920s. Instead of marketing products to a single audience, we are now able to target specific individuals based on their habits and desires. This means knowing your audience beyond the realms of age, race and location, so be prepared to dig deeper in order to understand their challenges, pain points and how best to solve them.
Why, in your opinion, is this role interesting for potential candidates?
Almost everything you think you know will be challenged, in meetings, in user tests, in the kitchen making coffee. You’ll go home every day feeling smarter, sharper and ready to start all over again. There’s nothing more interesting, or liberating, than that.
Favourite thing about working with GetYourGuide?
The people. A cliche, but accurate.