Folake Rolat-Abiola is a copywriter who spends her days writing prose for the purpose of advertising to promote and sell goods and services. Prose for advertising could be jingles for commercials, a new company slogan, or a paper that explains the latest offering of a company. That definition of copywriting is from The Balance Careers.
In simpler terms, copywriters like Folake Rolat-Abiola are people whose brains work more than the average writer because they have to make sure that the companies they’re writing for takes centre stage in the mind of their readers. Compared to what they do, it’s easy (it’s not, don’t be deceived) to write normal prose around fictional characters or real-life situations.
Being a copywriter is a whole different ball game. I’m sure you must have read some advert billboards, seen some video adverts either online or on television, or listened to some radio jingles that made you go:
That reaction on your face was caused by terrible copywriting. Many known brands have bad adverts like that, so it’s not something peculiar to unknown brands. However, those brands who constantly kill it every time with their adverts show the importance of a great copywriter.
Now, what do you get when you combine someone with the brains to create great copies, a good business acumen, and all-around feel-good vibes? You get Folake Rolat-Abiola.
4lake That Copywriting Chick
Folake Rolat-Abiola, also known as “4lake That Copywriting Chick” is a graduate of the University of Lagos with a degree in Mass Communication. She has been doing this for the better part of five years now.
Folake Rolat-Abiola has always loved engaging people in some way or the other, that’s why she studied Mass Communication, to better understand how. During her time as an undergraduate, she discovered that copywriting could be the stone that helps her kill two birds: help her live and enjoy her passion and help her pockets get bigger.
“I felt, ‘Why not create magic for brands while nourishing thy bank account, oh Folake?'” she says. Since she started on this path, she has not only built a loyal following for her personal brand but has gained the trust of quite a number of small and medium scale businesses.
One thing about copywriting is that it requires the copywriter to possess the ability to immerse themselves into the brand’s vision, as well as interpreting their vision for the product they’re trying to sell. This is where it gets tricky for a lot of copywriters. Folake deals with this issue by looking at brands internally and understanding why they exist. Then she looks at the best in the industry to see how they handled similar copywriting projects.
Another thing she does is to try and create copies for all types of brands, with different types of target audiences. “I try not to stick to one niche, to not restrict myself,” Folake says. “This week, I may be your fitness darling and next week I may decide I want to do a little bit of science fiction. I have found myself delving into sales, web content, PR and other forms of creative writing for over four years now because I consider myself a restless creative. Maybe later in the future, I may want to consider a niche but for now, Folake does everything.”
Watch Jojo take creativity to the streets…
“This week, I may be your fitness darling and next week I may decide I want to do a little bit of science fiction.”I have found myself delving into sales, web content, PR and other forms of creative writing for over four years now because I consider myself a restless creative. Maybe later in the future, I may want to consider a niche but for now, Folake does everything.”4lake That Copywriting Chick
This approach may not work for everybody because it’s good to build specialisation. However, Folake is so deliberate about her growth as a copywriter that this approach is her surefire way to understanding all audiences. She intends to be able to convert audiences who would rather not consume a certain kind of content with her style, which is why she “does everything” to try and understand different brands and audiences.
“I also get ideas from watching movies, reading books and just watching my environment closely. But what keeps me going is the thought of how appreciative a few friends and followers are of my work.”
A copywriter’s job isn’t glamorous. In fact, it’s very easy to forget they exist, until you realise you need to sell something. The role is an important one that makes a large impact on the image and reputation of a company or brand. They have to understand audiences, social media, and be able to collaborate with several players in the company.
“There are actually no specific steps for becoming a copywriter,” Folake says. “Yes, you may study, or watch videos, or attend seminars. What matters is how passionate you are and how far you are willing to go. I for one started with poetry to comfort my soul and pass time before delving into content creation and then copywriting. There is no magic to this. Just start somewhere.
There is no magic to this. Just start somewhere.”And of the copywriting industry in Nigeria, Folake says: “The industry is a jungle with different types of creatures at play. I think writers are underrated and aren’t paid enough in 70% of Nigerian workplaces.”Not just writers but all creatives should be paid for extra hours put in projects, not just monthly remuneration as is the scope today.”Still, it’s a role that brands can’t do without.
“I love what I do so much, and would love to be as successful as is possible doing it,” she also says. “I’d also like to change the world by writing copies with messages of joy and peace, while also securing many bags.
Folake Rolat-Abiola also runs an events staffing company on the side, 4D Services and serves clients in Lagos, Ibadan, Akure, Abeokuta and Abuja. She’s a machine that runs on positive energy and only expels even more positive energy.
Her audience loves her, and her clients highly recommend her. Still, she believes that a strong belief in oneself is more than enough to start anywhere. “Do not let anyone bring you down. Keep pushing till your good becomes better and your better becomes the best. You don’t need a million approvals to keep pushing. Get you a niche and a handful of friends or family who will ginger you to create more. YOU ARE ENOUGH!”