Career Development

What Does a Copywriter Do?

Find out what a copywriter does, how to get this job, and what it takes to succeed as a copywriter.

Copywriters are responsible for creating compelling content that persuades readers to take action. They often work with a team of other writers, designers and marketers to develop marketing materials, advertisements, web pages and more.

Copywriters must be able to effectively communicate their ideas in writing. This means they need strong writing skills and the ability to craft compelling stories, messages and narratives that resonate with their audience.

Copywriter Job Duties

Copywriters have a wide range of responsibilities, which can include:

  • Writing brochures, case studies, email campaigns, advertisements, and other marketing materials
  • Researching target audiences to gain a better understanding of their needs and desires
  • Reviewing existing content to determine its effectiveness and updating it as necessary
  • Developing taglines, slogans, and other attention-grabbing phrases that clearly convey product or service offerings
  • Brainstorming ideas with other members of the marketing team to develop new products or promote existing ones
  • Reviewing and editing content created by others to ensure that it meets company standards
  • Presenting ideas to clients to obtain approval before beginning development of final copy
  • Writing web content including blogs and white papers
  • Developing strategic plans for social media campaigns, including which platforms to use and what messages will resonate with target audiences

Copywriter Salary & Outlook

Copywriters’ salaries vary depending on their level of education, years of experience, and the type of company they work for. They may also earn additional compensation in the form of commissions or bonuses.

  • Median Annual Salary: $66,500 ($31.97/hour)
  • Top 10% Annual Salary: $122,000 ($58.65/hour)

The employment of copywriters is expected to grow slower than average over the next decade.

Demand for advertising and marketing services depends on the overall health of the economy. When the economy is strong, demand for these services increases as businesses try to attract more customers. However, when the economy slows, demand for advertising and marketing services usually decreases because businesses are less likely to spend money on advertising.

Copywriter Job Requirements

A copywriter typically needs the following qualifications:

Education: Copywriters need at least a bachelor’s degree to get hired. A degree in English, journalism, communications or another related field is preferred by employers. Some copywriters may have only a high school diploma or GED.

Training & Experience: Copywriters often get their training through internships or entry-level positions in the field. Internships provide valuable experience in the field and can help you to build a network of contacts that can help you find a job after graduation.

Copywriters who begin their careers in other fields often transfer their writing skills to the copywriting field. Copywriters who begin as journalists, editors or technical writers often have a strong foundation in writing that they can apply to the copywriting field.

Certifications & Licenses: Though copywriters don’t need certifications to work, they can still earn them to show their dedication to the role and increase the possibility of a higher earning potential.

Copywriter Skills

Copywriters need the following skills in order to be successful:

Creative writing: Copywriters use creative writing skills to write engaging and persuasive content. They use creative writing to develop ideas and create engaging content that resonates with their audience. Copywriters use creative writing to write marketing messages, advertisements, social media posts and other types of content.

Research: Copywriters should be able to conduct research to find the information they need for their projects. This can include researching the company or product they’re writing about, researching the audience they’re writing for and researching the latest marketing trends. This research can help them create more effective content that resonates with their audience.

Editing: Copywriters often edit their own work to ensure it’s free of errors and consistent in tone. They may also edit the work of others to ensure it’s clear and engaging. This can help the marketing team achieve its goals for the project.

Marketing: Copywriters also need marketing skills to understand the goals of the company they’re working with. They need to know what the company wants to achieve and how they can help them do that. This requires a thorough understanding of marketing strategies and tactics.

Public speaking: Copywriters often present their work to clients and other stakeholders. Public speaking skills can help you convey your ideas and persuade others to accept your copy. You can also use public speaking skills to give presentations about your copy to colleagues or clients.

Copywriter Work Environment

Copywriters work in a variety of settings, including advertising agencies, public relations firms, marketing departments, and corporate communications departments. They may also work freelance, setting their own hours and working from home. Copywriters usually work regular business hours, although they may occasionally work overtime to meet deadlines. The work can be stressful at times, especially when deadlines are tight, but most copywriters find the work to be creative and challenging.

Copywriter Trends

Here are three trends influencing how copywriters work. Copywriters will need to stay up-to-date on these developments to keep their skills relevant and maintain a competitive advantage in the workplace.

The Rise of Content Marketing

The rise of content marketing is a trend that has been gaining traction in recent years as businesses have realized the importance of creating and distributing high-quality content. This trend is likely to continue growing in the coming years, as more and more businesses realize the value of content marketing.

Copywriters can capitalize on this trend by becoming experts in content marketing. They should be able to create content that is both informative and engaging, and they should also be able to manage the entire content marketing process from start to finish.

Content Marketing Becomes More Personalized

As content marketing becomes more personalized, copywriters will need to adapt their skillset to meet the needs of their clients.

This means that copywriters will need to be able to write content that is tailored to specific audiences. They will also need to be able to work with designers and developers to create content that is visually appealing and easy to navigate. In addition, copywriters will need to be able to track user data and use it to create content that is most relevant to each individual reader.

More Attention Paid to User Experience

User experience (UX) is becoming increasingly important for businesses, as they are realizing that a positive user experience can have a significant impact on their bottom line.

Copywriters can play a key role in creating a positive user experience by writing content that is easy to read and understand. They can also help to create a visual design that is pleasing to the eye and easy to navigate.

How to Become a Copywriter

A career as a copywriter can be incredibly rewarding. It offers the opportunity to work on a variety of projects, with different clients and in different industries. You’ll get to write compelling content that will reach a wide audience. And you’ll learn new things every day.

To become a successful copywriter, you need to have strong writing skills, an understanding of marketing and advertising principles, and an ability to think creatively. You should also be able to work independently and meet deadlines.

If you want to become a copywriter, start by developing your writing skills. Read books and articles about writing, take online courses, and practice writing every day. Also develop your marketing and advertising knowledge so that you understand how businesses sell their products and services. And be sure to keep up with the latest trends in digital marketing and advertising.

Related: How to Write a Copywriter Resume

Advancement Prospects

Copywriters can advance in their careers by developing a strong portfolio of work and by networking with other professionals in the field. As they gain experience, copywriters can move up to more senior positions, such as senior copywriter or creative director. The most successful copywriters are those who are able to think creatively and come up with new and innovative ideas.

Copywriter Job Description Example

At [CompanyX], we believe remarkable talent, enthusiasm, and creative thinking add up to great work. We’re looking for a creative thinker with excellent writing and research skills to help us elevate that work as our full-time, in-house copywriter. As a member of the creative team, our copywriter will write and edit copy for a variety of projects (including print, web, mobile, video, and social media), working closely with the accounts and design teams to brainstorm ideas, create concepts, and develop messaging. Thorough research and interviews will be required to understand each client’s industry, products/services, branding, and marketing goals. The most successful copywriter will be a quick learner with a versatile writing style.

Duties & Responsibilities

  • Thrive in a fast-paced, collaborative environment with a high-volume workload often requiring short turnaround times
  • Continually raise the bar on creativity, writing fresh copy that connects with the desired audience and drives action
  • Comfortably vary voice, style, and other characteristics demanded by the industry, company, or target audience at hand
  • Maintain up-to-date knowledge of communication and client-related industry trends
  • Stay updated on appropriate style guidelines and brand voice for consistency in messaging
  • Interpret creative briefs to develop and produce creative concepts through execution on assigned brands
  • Research and understand the client’s needs and target audiences, through online searches, reviews of existing research, interviews with subject matter experts, and in-person meetings
  • Write original copy and edit content for a range of corporate marketing and communications materials
  • Collaborate with a team of account managers and creative staff from concept development to delivery of final product
  • Revise copy based on internal and client feedback/direction
  • Manage multiple projects simultaneously while adhering to strict deadlines
  • Effectively communicate project updates and status to clients and senior management

Required Skills and Qualifications

  • Bachelor’s degree in journalism, English, communications, or related discipline
  • Minimum 4-5 years professional copywriting experience with solid portfolio of work
  • Exceptional writing and research skill
  • Ability to work independently and with a team to meet deadlines
  • Excellent organizational skill and multitasking ability
  • Proficiency in Microsoft Word, Excel, and Adobe Acrobat Pro

Preferred Skills and Qualifications

  • Social media or content marketing experience a plus
  • Proofreading experience and familiarity with standard style guides a plus
  • Experience working with content management systems, WordPress, etc.
  • A keen eye for detail and appreciation of great design

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