The Art and Business of Copywriting: A Comprehensive Guide
If you’ve watched the drama series Mad Men, you’ve seen copywriters at work. In the show, employees at a 1960s ad agency pen witty taglines for brands like Jaguar, Lucky Strike, and Coca-Cola, helping clients reinvigorate their images and become household names. But copywriting isn’t all glitz and glamour (and sipping scotch in the office). Today, copywriting encompasses everything from penning marketing emails to drafting branded blog posts, and copywriters don’t need to work for ad agencies like Sterling Cooper to earn a living. They can also work as freelancers or full-time for brands.
If you have a knack for writing, there are numerous ways you can make money through copywriting. Here’s a guide to get started:
What Does a Copywriter Do?
A copywriter writes text that helps sell or promote a product, service, or brand. They create marketing materials, including advertisements, blog posts, press releases, product pages, social media posts, emails, and video scripts. Copywriters can work in-house for brands, for marketing, branding, or advertising agencies, or on a freelance basis. Along with writing duties, copywriters often collaborate with strategists, editors, and clients to develop materials that are on-brand and effective.
Copywriting vs. Other Types of Writing
Many copywriters also write other things, from screenplays to magazine articles to novels. One of the biggest differences to keep in mind when transitioning from other types of writing to copywriting is voice. Copywriters must familiarize themselves with a company’s brand voice, tone, and values, employing them across multiple channels to create cohesive and authentic content.
Cassandra Landry, a writer with experience as a journalist and brand strategist, explains, “When you’re copywriting, especially in brand scenarios, your self recedes to the background, or disappears completely, in service to the goal of that particular copy. You’re allowing the brand to speak through you, not host your perspective.”
Key Skills for Successful Copywriting
Here are some essential skills that copywriters use to create compelling copy that engages readers:
Concise Writing
Marketers have only a few seconds to capture someone’s attention, so clarity and brevity are essential. Copywriters need to convey the brand’s message quickly. Christina Semak, a copywriter, emphasizes, “Great copywriters know how to distill the message into something digestible.”
Collaboration
Copywriters rarely work alone. They often collaborate with clients, team members, strategists, and subject matter experts. Strong communication skills are crucial for keeping stakeholders informed about timelines and progress.
SEO Knowledge
Web copywriters use search engine optimization (SEO) tactics to help their content rank highly on search engines. This involves writing appealing titles and descriptions and incorporating keywords that customers often search for.
Marketing Knowledge
Understanding the client’s broader marketing strategy is vital for context about their target audience and how the brand plans to reach them. Copywriters must become fluent in the brand’s differentiators and key messages.
Adaptability
Copywriters need to adapt their voice and tone to fit the brand or specific project. For example, a newsletter for a wellness company might sound very different from a video ad for a candy company.
Creativity
To make their work stand out, copywriters must think outside the box. While AI writing tools can assist, good copywriters need to generate creative ideas themselves.
How to Make Money Copywriting
There are several routes for aspiring copywriters to make a living:
In-House Copywriting
Companies hire in-house copywriters to create written content for their brands. This role often involves developing deep product expertise and working across various channels. To get started, check the websites and social media profiles of brands you admire for job openings.
Agency Copywriting
Some copywriters build their careers by working with marketing, branding, and advertising agencies. Agency work can be fast-paced, requiring the ability to juggle multiple clients with competing deadlines. Educational programs, such as those offered by VCU’s Brandcenter, can help you develop a network and build a portfolio.
Freelance Copywriting
Freelance copywriters work as contractors for clients, offering a wide range of content. While freelancing offers flexibility, it also requires self-management in finding clients and handling invoices. Networking is crucial for success in this area.
Common Copywriting Assignments
Here are a few possible assignments that a copywriter might take on:
Articles and Blog Posts
Copywriters execute content marketing strategies with blog posts and articles that contribute to brand storytelling and increase organic traffic through SEO.
Website Copy
Copywriters may focus on various types of landing pages, including homepages and product pages, requiring a skillful conveyance of product value.
Advertising Copy
This includes original content for billboards, digital ads, and more, aimed at inspiring action from consumers.
Social Media Posts
Companies hire copywriters to create engaging content tailored to different platforms, adjusting tone and style accordingly.
Email Content
Businesses use email marketing campaigns to reach their audience, requiring copywriters to draft eye-catching subject lines and engaging body copy.
Technical Copy
This involves communicating specialized topics in user manuals, white papers, and case studies, requiring attention to detail and clarity.
Tips for Making Money Copywriting
Lean into Networking: Networking is crucial for landing writing gigs. Join online forums and social media groups relevant to your industry, and maintain connections with people you know.
Set Realistic Goals: Start small by reaching out to local businesses and offering to write content to build your portfolio. Be realistic with your pricing as well.
Monitor and Showcase Results: Track the outcomes of your copywriting services and assemble a collection of compelling writing samples alongside metrics that demonstrate your impact.
Be Patient and Practice Often: It takes time to start earning money as a copywriter. Continue developing your skills by writing regularly and seeking feedback.
Conclusion
Copywriting is a versatile and rewarding career path that offers numerous opportunities for those with a passion for writing. Whether you choose to work in-house, at an agency, or freelance, honing your skills and building a network will be key to your success. With dedication and creativity, you can turn your knack for writing into a lucrative profession.
