What is a Copywriter? (& How to Become One in 2024)

Who are these elusive people behind the captivating copy we read every day?

They seem to climb inside our heads and hearts, articulating our most pressing needs and deepest desires onto a sales page, compelling us to click.

But they aren’t psychics or mentalists – they’re copywriters.

And what they do is pretty damn cool.

So if you’re looking to become one of these word-wielding professionals, keep reading.

In this post, I’ll give you a full overview of the copywriter job role – including salary, skills, and an updated job outlook (Spoiler alert: No, AI isn’t taking over!).

Then, I’ll outline a step-by-step plan for you to start a career as a professional copywriter.

Let’s dig in.

What is a Copywriter?

A copywriter creates persuasive copy for marketing and advertising. Their writing is meant to sell products, services, or ideas.

When was the last time you made an online purchase? Before you hit “add to cart”, you probably read a vivid description of the product, right?

And it made you say, “yup, that’s for me!”

Well, behind that text was a talented copywriter.

But copywriters write more than just sales pages. They create a wide range of content, including:

Ads
Marketing emails
Website copy
Case studies
White papers
Press releases
Taglines and slogans
Brochures and flyers
Product descriptions
Podcast descriptions
Video scripts

No matter what they’re writing, a copywriter’s goal is to get readers to take action – whether that’s buying a product, signing up for a newsletter, or changing their mind about an issue.

How Much Do Copywriters Get Paid?

According to Zip Recruiter, copywriters get paid an average of $37 per hour, or around $76k per year.

Now before you get too excited, you need to know that your salary potential varies greatly depending on your level of experience, expertise, area of focus and even your geographic location.

Brand new copywriters can expect to start out somewhere around $15-$20 an hour or $30k to $40k annually.

Where Do Copywriters Work?

What types of businesses need copywriting services?

The answer is: all of them.

While every business need some type of copywriting, here are a few industries where it’s in high demand:

E-commerce companies
SaaS (Software as a Service) businesses
Healthcare and pharmaceutical companies
Education and e-learning platforms
Financial services
Legal services
Real Estate

And of course, many copywriters work for digital marketing agencies, who provide marketing services for all of these types of clients.

Copywriters can be contract workers (freelancers), or work full-time at a business or marketing agency.

Will AI Replace Copywriters?

The short answer? No.

Why?

Because there isn’t an AI writer (yet) that can fully tap into the spectrum of human emotion.

And emotion is the name of the game for copywriters.

Plus, AI writers just aren’t that good (Sorry ChatGPT!).

So why all the fuss about AI then?

AI can be super helpful in the creative process, and it can write decently.

But it requires skilled copywriters to give it the right prompts, and edit the content it generates.

So rest assured, copywriters are very much still in demand.

What Skills Do Copywriters Need?

While AI isn’t taking over copywriters’ jobs any time soon, the copywriting landscape is competitive.

To get paid top dollar, you need to level up your skills.

Here’s an overview of all the skills that make up a top-notch copywriter.

Strong Writing Skills

This may come as a shock, but…to be a copywriter, you have to be able to write.

Specifically, you need the ability to write clear, engaging, and persuasive content.

Good copywriters can explain complex ideas simply. They know how to craft compelling headlines, write snappy sentences, and choose words that pack a punch.

Research Skills

Great copy is built on solid research.

You’ll often write about products or services you’re not familiar with, so you need to quickly become an expert.

This means diving deep into industry reports, competitor analysis, and customer reviews.

Ability to Meet Deadlines

If you’ve never written under a deadline before…get ready.

The marketing world is super fast-paced – you’ll juggle multiple projects with different timelines, which requires excellent time management and the ability to work under pressure.

Communication Skills

Copywriting isn’t just about writing – you also need to communicate effectively with clients, team members, and sometimes customers.

This means asking the right questions to understand project requirements, explaining your ideas clearly and conducting effective client interviews.

Attention to Detail

A single typo can undermine your credibility, which is why you need to have an eye for detail.

And it goes beyond just proofreading. You have to ensure consistency in tone, style, and messaging across all copy, follow brand guidelines meticulously and fact-check like your life depends on it.

Storytelling

People are naturally drawn to stories – it’s in our DNA.

That’s why good copywriters can weave compelling narratives, even in short-form copy.

This might mean crafting a brand’s origin story or showing how a product solves a customer’s problem.

Empathy

The best copywriters are mind readers.

They can pinpoint your pain points, your motivations, fears and desires. They can dispute your objections before you even know you have them.

Empathy builds trust with your readers and makes them feel like you know them – and don’t you like to buy things from people who know you?

Adaptability

In copywriting, you need to match your client’s voice.

The “voice” for a holistic health company is going to be quite different from a company that sells adult beverages.

As a copywriter, you have to be adaptable enough to hop from one client’s voice to another, without missing a beat.

How to Become a Copywriter: Your Step-by-Step Career Plan

Now that you’ve learned everything there is to know about the role of a copywriter, let me walk you through the path to becoming one.

Let’s dive in.

Phase 1: The Learning Phase

Your first two months are all about soaking up knowledge. Here’s what you need to focus on.

Marketing & Sales Funnels 101

First things first – you need to understand how marketing works.

Dive into books, online courses, and YouTube videos on marketing fundamentals. Don’t just memorize terms – try to understand the psychology behind why people buy.

Here’s a list of topics to get you started:

Sales funnel stages
Target audience and buyer personas
Digital marketing channels
Branding essentials
Consumer psychology
Basic marketing analytics
Conversion rate optimization
Content marketing fundamentals
Marketing ethics

Learning these fundamentals will help you understand your role in the sales funnel and how you fit into a market strategy (and team!) as a whole.

The Craft of Copywriting & Formulas

Now it’s time to learn the nuts and bolts of copywriting.

Study classic formulas like AIDA (Attention, Interest, Desire, Action) and PAS (Problem, Agitation, Solution).

Try your hand at using the formulas across different applications: sales pages, email marketing, ads, web copy and other types of copywriting.

Read books about copywriting and practice the techniques.

Different Types of Copywriting

Next, you’ll want to try your hand at different types of copywriting. Here’s the list we outlined at the beginning of this post:

Ads
Marketing emails
Website copy
Case studies
White papers
Press releases
Taglines and slogans
Brochures and flyers
Product descriptions
Podcast descriptions
Video scripts

If this list seems overwhelming, don’t worry – you don’t have to tackle all of these at once.

Just choose one that intrigues you, study it, and practice it. Find examples in the real world and dissect what makes them so effective.

SEO Basics

Your copy can’t be effective if it never gets seen.

That’s why it’s important to learn the basics of SEO (Search Engine Optimization) if you’re going to do online copywriting (Which makes up 99% of copy these days).

Here are a few topics to get familiar with:

Search intent
Keyword research
On-page SEO
Internal linking
Bounce rate
Organic traffic
Local SEO
SEO tools and analytics

Learning the basics of SEO will help you make sure your client’s message doesn’t get lost in the interwebs.

Practice, Practice, Practice

Copywriting is a hands-on-craft.

You can learn all you want about formulas and techniques, but you won’t actually hone your writing chops unless you practice.

Here are a few ideas to practice copywriting on your own:

Rewrite existing ads: Find ads online or in magazines, and try rewriting them to be more compelling. Focus on improving headlines, calls-to-action, or overall messaging.
Create a mock landing page: Pick a product or service you like and design a landing page for it. Write persuasive copy that highlights benefits and encourages action.
Write email sequences: Develop a series of marketing emails for an imaginary product launch. Practice crafting attention-grabbing subject lines and engaging body copy.
Social media makeover: Choose a brand’s social media profile and rewrite their recent posts. Aim to increase engagement and align with the brand’s voice.
Product description challenge: Select everyday items and write creative, persuasive product descriptions for them. Practice highlighting benefits over features and using sensory language.

Remember, no one is going to see your work (unless you want them to!), so let your creativity run wild and have fun with it.

Phase 2: Real-World Practice Phase

Practicing on your own will help you hone your chops, but it doesn’t give you the full picture.

As a copywriter, a huge part of your work will be communicating with clients and responding to their feedback.

You also need some real client work and impressive results under your belt if you want to find paying gigs.

So this phase will be all about finding your first few clients.

Find “Test” Clients

It’s time to write for real people. But where do you find them?

Start with friends, family, or local small businesses. Offer to write copy for free or at a low rate.

Yes, you’re working for peanuts (or nothing at all). But you’re gaining something far more valuable: experience.

Look for businesses that need help with their website, social media, or email newsletters.

And if you’re a little nervous about reaching out, just remember – you’re not just asking for a favor – you’re offering to help them improve their business.

Build Your Portfolio

As you complete these projects, start compiling your best work into an online portfolio.

It doesn’t have to be fancy – a simple website or even a Google Doc will do for now.

Your portfolio should contain a mix of different types of copywriting to show your versatility, as well as results from projects like email campaigns or landing pages.

Did your client’s email open rate double with your campaign?

Did your client’s sales numbers go up 30% after you rewrote their landing page?

These are the types of results high-paying clients want to see.

Phase 3: Business Growth Phase

You’ve learned the ropes and gotten some practice. Now it’s time to turn this into a real career.

These final two months are about launching your copywriting business (or landing that first copywriting job).

Look for Entry-Level Work (Or Your First Freelance Clients)

To get your first real gig, start by tapping into your network.

Let everyone know you’re now offering copywriting services. You’d be surprised how many people need a good copywriter.

Next, hit the job boards. Sites like ProBlogger, Remote.work, and even LinkedIn can be gold mines for copywriting gigs. Don’t ignore smaller jobs – they’re great for building your portfolio and gaining experience.

If you’re freelancing, consider creating profiles on platforms like Upwork or Fiverr. Yes, the competition is fierce, but it’s a way to get your foot in the door.

Raise Your Rates (Or Move Up in Your Job)

If you’ve made it here – congrats! You’re a professional copywriter.

At this point, you should start raising your freelance rates or looking for a more senior role within the company you work for.

As a rule, with every new freelance client you should be raising your rate a little bit.

And as a full-time employee, you should be setting goals with your supervisor that include a yearly pay raise if those goals are met.

Get Out There & Be a Kick-Ass Copywriter

There you have it – the full rundown of what a copywriter does, and how to become one.

You know what you need to learn, what skills to hone, and what steps to take to start your copywriting career.

All you need to do is dive in and start practicing.

Then get out there and find your first client.

The world needs great copy, so get out there and make your copywriting career happen!

The post What is a Copywriter? (& How to Become One in 2024) appeared first on Smart Blogger.

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Monday, September 16, 2024

What is a Copywriter? (& How to Become One in 2024)