
OK, so maybe I’m a little beyond being a “slightly” older copywriter. That’s what happens when you’ve been writing copy for over 45 years.
You also bump into something else at my age… ageism.
Yup… there is a fear among some prospective clients that I’m too old. I’m not sure what I’m too old for – or why – and so far I’ve been too polite to ask.
But yes, it stings when people look at you and make assumptions about your ability to do good work.
I take a contrary view (shocker!).
My age is a huge advantage.
First, obviously, is the 45 years of copywriting experience I bring to the table.
Second…
I have decades of life experience…
During my first year as a copywriter, at the ripe old age of 22, I remember writing a direct mail package for a financial company. Our audience? People in their 50s who were worried about falling behind with their retirement savings.
What did I know about being worried about retirement? Nothing! I was 22. So I had to imagine what it might feel like. I had to pretend I knew. I dare say I did a reasonable job… I’m sure I pressed all the right buttons in my copy… the fear of running out of money, and so on.
But to suggest I could truly empathize with my audience would be stretching the truth.
Today? No problem. I know all about planning for retirement.
I also know a lot about traditional and alternative health . (Remember, I’m slightly old).
I’ve been on multiple vacations of very different kinds.
I’ve moved home over a dozen times.
I’ve purchased more cameras than any sane person should.
I’ve raised 5 children.
I’ve mourned both parents.
And so on.
It’s the same for anyone with a few decades of life behind them. We’ve experienced many things firsthand. And we can tap into those experiences when we write copy and content.
Our life experiences give our writing authenticity, and empathy.
Been there, felt that.
This is something our younger colleagues can’t offer.
We can tell compelling stories too…
Stories have a unique power when it comes to copy and content.
Stories bridge the divides between people. They connect us and bind us.
Listen to a family conversation, or friends talking at a bar or in a coffee shop, and you’ll likely hear someone sharing a story.
“Do you remember the time when…”
“Did you hear about…”
The older you are, the more stories you accumulate. And the more you can share.
I’m not saying you should share personal stories in your copy. But having such a large library of stories at hand makes it easy to create brand and customer stories with more depth and authenticity.
Again, if you’re slightly older than most copywriters, your richer life story gives you an advantage.
Does this make us better than younger copywriters?
Not necessarily. Our experience as writers – and in life – give us an advantage. But if we go head-to-head with some super-talented young copywriters, that age advantage might not be enough.
Some young writers are just really, really good.
But one thing is for sure.
Being slightly old does not diminish our skills. It adds to them. And don’t let anyone tell you any different.
Note: I’m a huge fan of using stories and anecdotes in copy and content. In fact, I created a course on this topic… Selling With Stories. Check it out here…
I’m one of those “slightly older” copywriters you mention in your post who has also experienced ageism. It is weird to be in this situation.
Naturally, I agree with all of your points! ;>) Seriously, you cogently make a solid case for the benefits we can bring to the table. I’ll keep them in mind as I prepare for the next client-in-waiting who will appreciate the hard-fought wisdom and experience I offer.
Thank you for this post. I, too, have recently faced a bit of ageism. It is refreshing to be reminded that my age means I have a vault of rich life experiences that give me a unique perspective.
As a slightly older copywriter myself, I agree with your assessment Nick. Ageism is often a subtle factor that may not necessarily be verbalized when a prospective employer or client chooses a much younger copywriter.
As an older copywriter myself, I’ve wondered if my age (69) has cost me jobs.
Going on your post and the comments, I now realize I have.
Ah well, their loss.
When I first started out at the ripe old age of 53, I wrote an inquiry letter that was just too darned perky. I sounded young. Cute-as-a-button young. The marketing guys at this big company invited me to tour their facility. When they came out to the lobby and saw me, both of their faces dropped. They barely gave me a tour and got me out of there as fast as they could. I didn’t get that job, but I got many others. The old guys who owned companies trusted me more than the young whippersnappers. I’m still going in my 70-somethings …
I’ve had a similar experience! Not fun. But we keep on going…
Kudos to you, Katherine, for not allowing that experience to defeat you.
I too am an older writer, writing on the Internet since 2008 but wanting
to get paid for my writing and improve my copywriting skills.
I saw outright ageism in the workforce, and while it was not shown to me…yet, at that time, I knew it was only a matter of time. I also knew it was the right time to start my own business, and I have done that since 2006.
I am also in the slightly older ageism category. I don’t feel as old as I am, so I use that to my advantage. I have plenty of life experiences, and I think it’s the accumulation of those experiences that add a certain uniqueness to my stories. The younger generation may have the skills and tools to be good writers, but they don’t yet have the wisdom and life skills that ride along with ageism to show for it.
I heard on the radio last week, that in a survey of UK HR Managers, most wouldn’t consider someone age 57+ for a job, believing them to be too old. But I wonder if things might change soon, because over 13% of our young people age between 16-24 don’t seem to be in employment (or education). It’s not because the jobs aren’t there, they just seem to have a different attitude. Many employers are struggling to recruit, so maybe we’ll start to look more attractive to them. After all, we’ve got a work ethic attitude.