Why choose marketing over journalism?

When I finished university, I knew one thing for certain – I enjoyed writing.

I had just completed four years doing a degree in politics, which I was still interested in, but I had no intention of going into the political sphere anymore.

I had been turned away from politics by the backstabbing, lying and general skullduggery that was going on at the time.

The logical move, (or so I thought), was to apply for journalism roles instead.

It would allow me to use my knowledge of politics without becoming what I loathed – a politician.

And it would give me the opportunity to pursue my passion for writing.

Quite by chance, however, I discovered marketing through Rory Sutherland – the behavioural psychology guru behind Ogilvy – in a YouTube video.

I realised that I could get just as much (if not more) writing done by becoming a copywriter.

Yes, I would have to write favourably about the products or services I was advertising, but so what?!

It would give me the opportunity to hone my craft – so that’s what I ended up doing.

Now, having worked as a copywriter for a while, I can say with certainty that it was a good decision.

But, if you are in the same boat I was, here are my thoughts.

What’s the difference?

As a copywriter, you are a maestro of promotion, the puppeteer of products.

Your job, at its core, is to make people want to buy stuff.

You have the mission of getting inside your audience’s heads, understanding their desires, and selling something to them.

You have to combine psychology, sales tactics, what the client wants and what you can get away with promising, all with a creative flair and no small degree of written skill.

Journalism, on the other hand, acts as the teller of truth, the watchdog of society (as one of my politics lectures defined it).

Forget selling something – your job is to tell it like it is.

To investigate, report, and let the world know what’s really going on.

Or is it?

That’s certainly what journalists would claim their job description entails, but very few truly live up to that ideal… in my humble opinion.

We are both selling something…

Copywriters sell a product. Everything from car insurance to a ball point pen. That’s our job description. That’s our role.

Journalists claim not to be salesmen. But they are.

They are selling a story, an insight or information in exchange for views and clicks.

It’s the same as copywriting but with a different metric of success.

The most audacious, offensive, and provocative title makes the most money – the difference is that copywriters are honest about their goals, journalists less so.

Our passions lie in different aspects of the craft

Whether it’s politics, sports, or entertainment – a journalist is in it for the story.

The pursuit of something novel, something newsworthy, something worth reading, is what drives a journalistic mind.

A marketer’s passion lies in the game of persuasion.

Maybe they like the product they are selling, maybe they don’t – that doesn’t matter.

What matters is the drive to persuade their audience that the product is worth buying and the writing skill to pull it off.

Summary:

Similarities:

Both need strong communication skills.
Creativity is paramount.
Research is vital.
A passion for writing.

Differences:

Marketing sells, journalism tells.
Journalists investigate, marketers persuade.

Questions to ask yourself

In the end, it boils down to you, your values and passions.

Which path aligns with your skills and ambitions?

Do you want an investigative role or a persuasive one?

Consider the work-life balance of each and where you would be happier.

Make your choice, and let your words speak for you.