How To Be a Better Copywriter

The digital marketing landscape is evolving in all kinds of weird and wonderful ways, necessitating that professional copywriting grow with it. Good copy shapes brand voice and drives engagement. Great copy turns browsers into buyers.

Reflecting its global impact, the market for professional copywriting services was valued at $25.29 billion in 2023 and is projected to surge to $42.22 billion by 2030, growing at a steady 7.6% CAGR. This remarkable growth shows just how far and wide copywriting has spread.

Read on as we explore how to be a better copywriter, how it differs from content writing and its study and qualification paths. Plus top tips in this instalment of our “copywriter’s handbook” for honing your craft.

What Is Copywriting?

Copywriting is the art of writing text (copy) to encourage, persuade and motivate audiences to take specific actions. It’s a form of writing that blends creativity with strategy to help businesses and organizations connect with their audiences and ultimately drive measurable results.

Copywriting is commonly used to:

• Encourage newsletter sign-ups.
• Foster more promotional marketing.
• Garner donations or encourage support for specified causes.
• Grow a client’s brand awareness.
• Guide readers toward clicking on valuable links or navigating client websites.
• Sell products and services.

A skilled freelance copywriter or agency can craft words that turn casual browsers into loyal customers, making every sentence work toward a set goal.

The most popular professional copywriting fields, channels and avenues are:

• Advertising (print, digital, TV and radio).
• Brochures and other publications or marketing materials.
• Email marketing.
• Social media marketing.
• Product demos and descriptions.
• Websites and landing pages.

Copywriting isn’t only about being a great writer — it’s about understanding what motivates a potential customer. You want to turn factual insights into compelling ad copy and marketing material. How? By drafting an eye-catching social media caption, writing persuasive product descriptions or crafting an engaging newsletter. That means the best copywriters know how to match words to audience needs.

From large agencies to solo freelance copywriters, the demand for well-written copy continues to expand across nearly every industry. By mastering this craft, copywriters help brands stand out in a crowded digital space.

Copywriting vs. Content Writing: Understanding the Difference

Copywriting and content writing both involve professional creative copy for different businesses and brands, but differ in ultimate purpose or goal, modus operandi (MO), tone (style) and focus. Understanding these differences helps marketers, business owners and writers use each strategically within content marketing to achieve specific objectives.

Copywriting

• Purpose: To drive action and conversions now.
• MO: Persuade or motivate the reader to take any of a range of immediate actions (buy, click, donate, sign up, etc.).
• Tone: Direct, concise, punchy and benefit-focused.
• Focus: Selling, converting, scaling and driving measurable results.
• Application: Ads, sales pages, slogans, email promotions, product descriptions and calls-to-action.
• Example: “Hydrate Smarter. Live Greener. Lightweight, leak-proof and made from 100% recycled materials — your perfect companion for every adventure. Buy yours today and join the refill revolution.”

Great copywriting requires sharp writing skills, where every word is crafted to influence a potential customer to take a defined action. Whether it’s creating irresistible sales copy or crafting an engaging product description, copywriters aim to deliver quick impact that drives immediate results. This is the heart of persuasive marketing, where SEO copywriting also plays a role in ensuring content ranks well while still hitting the desired markers for highly compelling copy.

Content Writing

• Purpose: To build trust and audience engagement over time.
• MO: Inform, educate, entertain or build trust and long-term relationships with your audience.
• Tone: Conversational, informative, often longer — based on strong storytelling.
• Focus: Providing value, improving SEO, improving brand awareness and positioning the business as an authority.
• Application: Blog posts, articles, guides, eBooks, newsletters and whitepapers.
• Example (from the example above to show the difference): “Why Reusable Bottles Make a Difference. Staying hydrated on the go is easier and greener than ever. Modern reusable water bottles are lightweight, leak-proof and often crafted from 100% recycled materials, helping to reduce single-use plastic waste. Hiking, commuting or working at your desk? Choose a durable, eco-friendly bottle as the convenient step toward living more sustainably every day.”

Content writing is key to a long-term content marketing strategy. A well-written blog post can boost a website’s visibility on search engines, provide useful information, solve readers’ problems and help position a brand as a thought leader. Content writers aim to nurture the audience, building loyalty and keeping them engaged over time.

Your Big Takeaway

Both copywriting and content writing rely on creativity and clarity. The main difference lies in intention: immediate action versus long-term connection. Together, they help brands speak effectively to audiences at every stage of their journey.

Education and Training: How To Become a Copywriter

There isn’t one universally required degree or certification to become a professional copywriter. But there are common educational paths, programs and learning strategies that people follow to work professionally and get paid well.

Typical programs and degrees that help build strong copywriting skills include:

• Advertising.
• Communications.
• Creative Writing.
• English.
• Journalism.
• Marketing.
• Media Studies.
• Public Relations.

While formal education helps tremendously, copywriting leans heavily on skills built through practice, feedback and real-world application. Many successful copywriters start with a foundation in writing or marketing and refine their craft by actively writing and studying how words can drive engagement and sales.

For an aspiring copywriter, modern online platforms like Coursera, Udemy or LinkedIn Learning offer reputable copywriting courses covering everything from writing compelling ad copy to understanding brand voice and buyer psychology. Additional knowledge areas such as SEO, marketing funnels, consumer psychology, sales strategies, CMS tools, email marketing, social media marketing and Google Analytics are increasingly important to stay competitive.

A typical career path to becoming an experienced copywriter often looks like this:

• Step 1: Earn a degree related to writing, communications, journalism or marketing.
• Step 2: Take specialized copywriting courses or workshops to deepen practical skills.
• Step 3: Gain hands-on experience through internships, freelance projects or in-house marketing roles to learn how copy works in real business contexts.
• Step 4: Build and refine your portfolio, ensuring it highlights different types of copy, from product descriptions to email campaigns and landing pages.
• Step 5: Work professionally while continuously learning about the latest trends in digital marketing, UX writing, storytelling, social media and business branding.

Ultimately, what sets successful copywriters apart isn’t only academic background but a commitment to practice, curiosity and adaptability. Taking a copywriting course, reading industry books, collaborating with fellows in the field and analyzing great copy helps every aspiring copywriter sharpen their skills. Over time, this dedication transforms raw talent into polished, professional-level writing that can and often does lead to a remarkably rewarding career.

12 Tips for Becoming a Better Copywriter

Every handy guide features actionable tips, and this one is no different. Integrate this list of 12 essentials into your routine to refine your copywriting skills:

• Tip #1: Read widely to learn what makes writing copy effective.
• Tip #2: Write every day; practice turns good writing into compelling copy.
• Tip #3: Embrace constructive feedback and rewrite boldly.
• Tip #4: Use color, context and creativity to keep your text fresh.
• Tip #5: Know your audiences; speak their language.
• Tip #6: Go beyond the 5 Ws + 1 H; always ask “So what?” to shape why your content’s point of view matters.
• Tip #7: Proofread carefully and leverage AI tools to brainstorm, catch slips and save time on fundamental tasks like research and cross-checking.
• Tip #8: Master your titles, headings, metadata and CTAs — they are major attention grabbers.
• Tip #9: Keep pace with SEO, digital marketing trends and active voice best practices.
• Tip #10: Never stop learning; the right courses can turn a copywriter into a creative director.
• Tip #11: Avoid jargon and fluff; keep it sharp and direct.
• Tip #12: Build, refine and diversify your portfolio to show growth in your copywriting skills.

FAQs: The Path to Professional Copywriting

Which Programs or Degrees Should Copywriters Study?

There’s no single required degree to become a copywriter, but several programs and courses can help you build strong writing skills and industry knowledge, including:

• English, Journalism or Communications.
• Marketing, Advertising or Public Relations.
• Creative Writing.
• Business or Media Studies.

Can You Become a Copywriter Without a Degree?

Yes, most certainly. While many copywriters come from backgrounds in English, Marketing or Communications, the industry places a far higher value on writing skill, creativity and a proven portfolio of experience than formal qualifications alone.

What’s the Difference Between a Content Writer and a Copywriter?

One prevailing difference is that a copywriter crafts copy to sell and convert now, while a content writer crafts copy to engage, educate and inform for long-term brand and audience growth.

How Can You Become a Good Copywriter?

To become a good professional copywriter and grow into a great copywriter, your discipline needs to include hard work, reading widely, practising consistently, embracing constructive feedback, collaborating and diversifying your skillset — including honing both your SEO content and GEO skills.

How Much Do Copywriters Make on Average?

Copywriter earnings vary widely depending on location, experience, industry and whether you work in-house, at an agency or as a freelance copywriter. You get entry-level and junior copywriters vs. mid-level copywriters vs. tenured senior copywriters and specialists.

Improve Your Skills and Elevate Your Copywriting Game

Exceptional copywriting is about communicating messages that resonate and convert. It blends creativity, psychology and strategy to capture attention and guide readers to act. How to be a better copywriter, you ask? Simple: It takes practice, curiosity and insight!

Good content builds trust; great copy drives results. Together, they transform a good writer into a great copywriter.