Question

What advice does Lisa Marie Ford have for people interested in a career in marketing or business?

Job Title: Marketing writer--often called a copywriter
What were you most surprised about when you started working in your field?
How few people know how to write well! At its essence, writing is thinking--so the better you can express yourself, the more successful you can be in any endeavor. In addition, I was surprised to learn that you can actually earn good money as a marketing writer. Last but not least, although writing is a very solitary occupation, as a marketing writer you collaborate with people on every aspect of a project, so playing well with others is important on the job!

What are some of your favorite parts about your job?
Getting paid to be creative. I love, love, love to interview clients and do all the rewriting. I love finding the perfect turn of phrase or rhythm in a sentence. I love using grammar correctly.

What are some of the biggest challenges of your job?
Having to be creative when I’m not in the mood. Writing the first draft of anything. Sportscaster Red Barber put it well. “Writing is easy. All you do is open a vein, and bleed!” Having to figure out how much projects will cost…ugh…20 years later, I still hate doing estimates.

What kind of educational background or training did you need to get started in your field?
I earned a master’s degree in English, and that credential has served me well, both in terms of what I learned in grad school and in terms of making me more marketable.

In your field, what qualities are most important for someone to have?
The ability to articulate yourself verbally as well as in writing. Often need to convince people in meetings and conversations. Also need to be able to listen really well. The biggest compliment I ever got from a client was “you put words in my mouth I didn’t know were there.”

What advice do you have for someone interested in a career in marketing or business?
Study English and psychology, because you need skills in both areas to excel.
What specific role do you play at your company?
As a self-employed copywriter, I do it all! That means all the creative work--which is what clients hire me to do--including writing, editing, and what we in the business call “concept” work (collaborating with designers et. al. to develop themes or ideas of how to convey marketing ideas with a new approach).

Plus I do everything else, from marketing my business to acquire new clients, to project management, to billing. And when my computer needs fixing or I run out of paper? Yup, I drive on over to Office Depot®!

What are some things you do in a typical work day?
Interview clients on the phone or in person regarding what they want to achieve. Study clients’ published communications along with internal documents like marketing plans and business plans and demos. Review competitors’ literature and canvas the Web to understand marketplace trends.

Write copy for virtually every kind of marketing communication--brochures, Web content, videos, presentations, scripts, and more. Solicit feedback from what can seem like an endless number of reviewers-- rewrite the copy to reflect their input. Review designers’ layouts or Web developers’ pages to ensure copy reads properly.

Develop estimates for how much a new project will cost. Meet with designers and other colleagues to brainstorm or collaborate on projects--or for a coffee or lunch break. And when I’m feeling really exhausted and in need of fresh ideas, take my dogs for a walk at my local off-leash dog park!

What resources do you use in your work (software, equipment, reference materials, Web sites, etc.)?
All the basic business stuff--including a computer with Microsoft® Office®, e-mail, and Acrobat®--and heavy use of the Internet to research content and just get ideas. While I can use all the online tools for dictionaries and other reference materials, I prefer the feel of books.

What made you decide to do the work you're doing?
As a senior in high school, my chief ambition was to be a freelance writer living in France…at least that’s what it says in my high school annual! So, OK, I was envisioning something along the lines of being a great poet--but having a job where every day I get paid to write isn’t too far off from my teenage dreams!

Answer 1

Her direct advice: "Study English and psychology, because you need skills in both areas to excel."

Why she recommends that:
- English builds strong writing, grammar, and expression skills — essential for persuasive marketing copy.
- Psychology teaches how people think and make decisions, which helps you craft messages that influence behavior.

Related tips from her experience: practice listening and verbal articulation, learn to collaborate well, and be prepared to handle business tasks (estimates, project management, self‑marketing) in addition to the creative work.