What Is Copywriting?

Serving as the extension of a company’s brand, copywriters produce informative and engaging content that persuades readers to take action.

Written by Matthew Urwin
Published on Dec. 15, 2021
What Is Copywriting?
Image: Shutterstock / Built In
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Alton Zenon III | Aug 11, 2022

Many copywriters utilize their skills to encourage readers to learn additional information about a brand or product, but the ultimate end goal is to convince a consumer to purchase services or products. Copywriters convert consumers into customers by appealing to human emotions, making thoughtful connections, and employing other persuasive strategies.

What does good copywriting look like?

  • To persuade readers to learn more about a company, copywriting must remain succinct and connect with audiences on a deeper level.

The greatest challenge in copywriting is producing compact copy that stays with a reader. People are bombarded by information in physical and online spaces, so copywriters need to make a lasting impression on viewers while keeping their writing concise. If copywriters can strike the perfect balance between boldness and brevity, they’ll convert more passive readers into active buyers. 

Standing out from the droves of content that readers come across each day requires writing that will catch readers’ attention and convince them to act on it. Copywriters often achieve this by making pointed statements, relating content to current events, or occasionally utilizing humor to capture attention. By following best practices of copywriting, any copywriter can bring content to life through lively, surprising and original content.


How do I become a copywriter?

While many copywriters hold a bachelor’s degree, there are still plenty of ways to break into the field without a formal education.

Those with bachelor’s degrees in English, Journalism, or another writing-heavy field are primed to enter the discipline of copywriting. However, those without such training can jumpstart their copywriting careers by taking some extra initiative. Newcomers can draw attention to themselves by polishing their writing skills, creating an online portfolio, and delivering high-quality products as a freelancer or contractor for their first few clients.  

Regardless of credentials, all copywriters must understand that copywriting is about the customer’s priorities, not the writer’s. This core belief can help copywriters narrow down topics they want to explore and specific audiences they want to target. By finding comfortable niches, copywriters can create more focused and compelling content that transforms potential buyers into loyal customers.


What skills do you need to be a copywriter?

Contrary to its name, copywriting involves much more than writing and includes elements from sales and customer service.

Writing is a fundamental component of the copywriting field, but because its goal is to sell readers on a brand or product, copywriters also need to know how to build relationships much like sales and customer service representatives do.

Researching client interests and discussing brand priorities go a long way toward improving the relevance of copy. Crafting customer-oriented writing comes with a high degree of creativity. Copywriters must be able to view topics from various perspectives and place themselves in the shoes of consumers. Copy is only effective when readers find answers to their problems and invest in a company’s services as a result. By developing personal connections with people through content, copywriters can earn the loyalty of customers and establish themselves as irreplaceable resources that companies need to thrive.

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