At Superhuman, our favorite copywriters work hard to understand a client’s audience and are eager to dig into communications challenges of all sizes. We recognized those traits in Ian Traas, and are excited to add him to our team on as a senior copywriter. He’ll be bringing his eye for detail and chameleon-like writing voice to our projects right away.
What’s your approach as a copywriter? How do you like to understand what a client needs and solve it through communications?
I want to tell rich, vibrant stories in the most elegant way possible. Sometimes that means adopting an economy of words where every syllable has a unique importance, and sometimes it means expanding an idea until it reaches its breaking point. It’s situational–it hinges on how the brand wants to represent itself in the larger market.
But before anyone starts representing anything anywhere, the most important thing we can do as marketers is observe. Observe the way stakeholders frame their needs, the way the brand comes to life (or feels lifeless) in their current communications, the way that the company has reached their current state. Observe successes, opportunities and points of leverage. Once we understand the difference between what the brand is and what the brand wants to be, we can bridge that gap with the right messaging.
What type of projects are you most excited to work on?
I’m excited to work on anything that helps our clients strip away the unnecessary pieces of their brand to get to the heart of what they do. I’m doubly excited to work on anything that makes a positive impact on everyday people, their livelihoods and their communities.
Tell us about your writing background outside of advertising. What types of passion projects and professional experiences have inspired how you work in this field?
I’m a music junkie, and I first came to professional writing through a desire to share my newest favorites. That led to opportunities within the Village Voice network, including LA Weekly, The Miami New Times and City Pages. After a few years of writing almost solely about songs, albums and concerts, I opened myself up to other kinds of long-form articles–think pieces, humor, technical, marketing.
But even as my portfolio started to amass a variety of styles and subjects, it took a while to make writing my main career path. And I’m thankful for that. It’s been my extensive professional experience in fields like finance and entertainment that has set me apart from other writers and given me a wide base of knowledge to draw from. I take all of that–the passion, the variety, the technical know-how–and use it to inform my overall approach.