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What exactly does a copywriter do?

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

With marketing certifications offered through Udacity, you can unlock doors and access more exciting opportunities in your field.

General Assembly’s User Experience Design Immersive is a transformative course designed for you to get the necessary skills for a UX Design role in three months. 

The User Experience Design bootcamp is led by instructors who are expert practitioners in their field, supported by career coaches that work with you since day one and enhanced by a career services team that is constantly in talks with employers about their UX Design hiring needs.


What you'll accomplish

As a graduate, you’ll have a portfolio of projects that show your creative and technical ability to launch the next generation of successful apps, websites and digital experiences. Throughout this program, you will:

  • Identify and implement the most effective methods of user research to gain a deeper understanding of what users want and need.

  • Use interaction and visual design techniques to craft a dynamic digital product that brings delight and function to users.

  • Conduct usability testing to make product experiences more accessible for diverse user populations and environments.

  • Learn best practices for working within a product team, employing product management techniques and evaluating technical constraints to better collaborate with developers.

  • Produce polished design documentation, including wireframes and prototypes, to articulate design decisions to clients and stakeholders.

  • Prepare for the world of work, compiling a professional-grade portfolio of solo, group, and client projects.



This is a beginner-friendly program with no prerequisites, although many students are familiar with common tools for graphic and web designers and some may have had exposure to UX concepts in the past. The General Assembly curriculum helps you gain fluency in end-to-end UX processes, tools, and documentation and put them to work on the path to a new career as a User Experience Designer.


Why General Assembly

Since 2011, General Assembly has graduated more than 40,000 students worldwide from the full time & part time courses. During the 2020 hiring shutdown, GA's students, instructors, and career coaches never lost focus, and the KPMG-validated numbers in their Outcomes report reflect it. *For students who graduated in 2020 — the peak of the pandemic — 74.4% of those who participated in GA's full-time Career Services program landed jobs within six months of graduation.  General Assembly is proud of their grads + teams' relentless dedication and to see those numbers rising. Download the report here.


Your next step? Submit an application to talk to the General Assembly Admissions team


Note: reviews are referenced from Career Karma -

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