What Is Copywriting? Definition, Types & Skills

November 16, 2023

What Is Copywriting?

Copywriting is written words that use the power of persuasion to get people to take action on a specific offer. The goal is to get high conversions and influence buyer behavior. In 2023 the market is worth over $21 billion. Copywriting is outcome-driven and one-directional.

But it's a massive part of online business. Data suggests that copywriters are responsible for writing over 70% of all copy online. Compelling copy conveys a value proposition and grabs the attention of the reader. As a result, a business can increase brand awareness, connect with the right people, and boost sales.

Other Copywriting Terms & FAQs

What Is Copywriting Example?

A copywriting example is any written text that persuades a person to act, like an email, social media post, or web copy. A real-life example of copywriting is the Dollar Shave Club. They use the tagline, 'Shave Time, Shave Money.' It's short. But it lingers in people's minds and emphasizes their value proposition.

What Is Copywriting Salary?

The copywriting salary for a writer in the USA with less than one year of experience is $61,250. A professional copywriter with more than seven years of experience earns an income of $84,446. But a freelance copywriter with the skills to get high-level conversions for their copy can make as much as $10,000+/month.

What Is Copywriting Freelance?

Freelance copywriting is any person who contracts themselves to business owners to write copy. They charge on a by project basis. But this is how they make money as a freelance writer. Freelance copywriting can include video scripts, website content, or paid advertising copy.

What Is Copywriting In Marketing?

Copywriting in marketing is a cost-effective way for a business to connect with the right people. But it can also increase brand awareness and get people to take action on a specific offer. Data suggests that the cost of copywriting in marketing is 62% less than outbound marketing.

What Are Copywriting Businesses?

Copywriting businesses provide B2B copywriting to companies to help them build their brand, engage an identified target audience, and boost sales. Content can be in the form of a product description, a blog post, social media script, etc.

What Are Copywriting Skills?

Copywriting skills include creative thinking and problem-solving. Great copywriters must also have a talent for crafting clear and compelling text. They know how to use the best words and understand their target audience. Then they can take a complex topic and make it easy for a reader to understand. They're what you need to earn money writing stories.

What Is A Copywriter?

A copywriter is a content creator. They use written words to tap into pain points and build an emotional connection with the reader. A good copywriter is the core of all successful businesses. They use brand copy to captivate, motivate, and inspire a target audience with words that get money. The idea is to focus on the customer's needs. Then craft sales copy that gets people to take out their credit cards and buy a product or service. The key is to tell people exactly what to do next in a clear call to action. Then explain why they should act now.

What Exactly Does A Copywriter Do?

A copywriter creates compelling and persuasive copy and delivers a brand's voice in the form of text. Their job is to build hype and engagement about a specific product or service. They use words or phrases that a business uses to sell its products or services and language that fits the ethos of a particular company.

The goal is to get in front of a broader audience. Then employ different marketing and psychology techniques to encourage the reader to act. As a result, they can sell to a ton of people through written words. Copywriting is an online business that takes exceptional skill. But if you master it, you can make a ton of money.

What Are The Types Of Copywriting?

1. Web Copywriting

Web copy is anything you write for the Internet, for example, a blog post, marketing material, or on a website. The goal of website copywriting is to engage your reader. Get them to take a specific action. Website copy needs a headline that grabs the right people's attention. Then share helpful information that people are actively looking for online. Use tools like Google, People Also Ask, or forums such as Reddit and Quora.

  • What language does your ideal audience use?
  • What questions are they asking?
  • What terms are they searching for online? 

Web copy targets B2B and B2C customers. HubSpot reports that 67% of people say they go to the brand website to learn more about their brand. Create a sense of urgency and write with authority. Make your web copy skimmable and easy to digest while being unique and staying true to the voice of the brand.

2. Social Media Copywriting

Social media copywriting is any copy explicitly written for a social media platform. It grabs the attention of your target market on sites like Facebook, Instagram, and TikTok. It's a way to build brand awareness and engage with the right people. A social media copywriter uses persuasive words with creative writing. Then they gain attention in a crowded online space. Social media marketing copy includes a clear call to action.

It can reach a broader audience and convert them to paying customers. Data suggests that nearly 45% of global internet users ages 16-64 conduct brand research on social media networks. But be on the channels where your ideal customer is hanging out. Then include a compelling headline, professional images, and copy that WOWs the viewer. The goal is to get people to stop their mindless scrolling and take action on your offer.

3. Email Copywriting

Email copywriting is persuasive and drives a reader to take action. The goal is to get conversions. A study by Litmus reports that email marketing has the highest ROI of any digital marketing channel. But be direct. Don't write fluff.

Have a clear parallel between the headline and the body of the email. Copy that is personal and interactive can get results. The secret is to focus on the benefits instead of the features. Then share relevant content that a person will want to read. Use actionable language and include a sense of urgency. As a result, you'll get more people to click on your call to action. 

4. Video Script Copywriting

Video copy tells a brand's story. The script is the language used to tell that story in YouTube shorts, Instagram reels, or TikTok videos. The key is to create video copy with virality potential. Then you get a ton of eyeballs on your offer. In 2024, video content is king. 

HubSpot says that 43% prefer branded video content. Use speech that grabs the attention of your audience. A study by Wyzowl revealed that 84% of consumers made a purchase after watching a brand's video. Stand out from the competition with a unique angle, a WOW factor, or copy that taps into a person's emotions and pain points.

5. Paid Advertising Copywriting

Paid ad copywriting is selling with your words. Ad copy is about driving people to take action and get conversions. For example, a business might use a print ad or pop-ups on a website or paid ad copy on sites like Google and Facebook. Learn as much as you can about your audience.

Know what you're selling and how to leverage emotion to get people to click on your CTA. A marketing strategy like PPC advertising uses paid ad copywriting to get in front of a specific audience. But your language needs to be on point. Research suggests that web visitors are 70% less likely to click on an ad if there are spelling and grammatical errors.

6. Value Proposition Copywriting

Value proposition copy is a synopsis of the benefits and importance a product or service offers to a specific audience. It’s why someone should buy from your business instead of the competition. A value proposition is a compelling piece of copy. It gets a person to act on an offer, like a product description on an ecommerce site. Copy should include:

  • A captivating headline
  • A visual interest like an image or video
  • Uses relevant language that speaks to your target market
  • Tells a potential client how it solves a problem and why it's the best solution
  • Includes social proof (Oberlo says that almost 100% of customers that read online reviews check for the business's response)

Focus on your buyers, not your business. Google Cloud reports that 82% of shoppers want a brand's values to align with theirs. Be clear and honest. A person should understand exactly what you offer and its benefits.

7. Headline Copywriting

Headline copy is a chance to make a first impression. It's the first thing a reader sees. Great copy for a headline is clear. It's a promise to the reader that highlights the benefits and provides a solution to a problem.

The secret to writing copy that gets attention is to be descriptive but concise. According to SEMrush, headlines with 10-13 words attract 2X more site traffic and 1.5 times as many shares as those under seven words. Use relevant and persuasive words that compel a person to read the rest of the article, email, or blog post.

8. Landing Page Copywriting

Landing pages are like digital billboards. Copywriting is what sells someone on a product or service. Good copy can turn a person from a browser to a paying client. Again, the key is to keep it short and engaging.

Unbounce suggests that landing pages with less than 100 words converted better than landing pages with 500 words by 50%. A landing page or lead magnet should have one distinct CTA and send people to one location. Focus on the problems and pain points of your ideal customer. Then provide them with the best solution.

9. Direct Response Copywriting

Direct response copywriting is all about getting a person to take immediate action after they read your copy. Start by learning as much as you can about your ideal customer. Research the market. What's trending? What are people searching online? The secret is to personalize your direct response copy. Then you can better influence buyer behavior. HubSpot says customized calls to action increase conversion chances by 202%. Examples of direct response copywriting include things like:

  • Blog posts & newsletters
  • PPC ads & sales pages
  • Product descriptions & media copy

Make your copy unique and highlight your value proposition. Tap into buyer emotions and create a sense of urgency. Then use psychological principles like social proof and scarcity. Answer objections and drive a person to act on your offer.

10. SEO Copywriting

SEO copywriting pens for the users. But it uses words Google can understand. In 2024 an SEO copywriter needs to satisfy search intent. So write copy that's better than the others on the Internet. Include a mix of technical copywriting like h2 tags, meta descriptions, and helpful content that people will want to read. 

Use the right keywords. Leverage tools like Google Trends, Keywords Everywhere, and People Also Ask. Check out popular search phrases and keywords your audience is using. Then include them in your copy. Post relevant and valuable content and give readers the best answer. 

Is Copywriting A Growing Industry?

Yes, copywriting is a growing industry. Career Explorer estimates that the market will see a CAGR of 7.6% from 2016 to 2026. In 2023, over 90% of businesses use custom content to generate leads and sales. A business that wants to stay relevant and be a top-of-mind company needs to post high-value content on the right channels. As a result, the demand for good copy is limitless. Data says that nearly 67% of businesses use outside help to create online content.

Is Copywriting Hard To Learn?

Copywriting isn't hard to learn. But becoming an expert at your craft takes practice and patience. Copywriting is more than just language knowledge. Copywriters need to understand their target audience. Then learn how to empathize with the customer. For example, What are their desires and fears? What are their wants and needs? Craft clear copy that taps into buyer behaviors and gets people to take action.

Unbounce suggests that 74% of readers pay attention to the quality of writing. So copywriters need to have excellent attention to detail and be creative thinkers. But if you know how to develop clever and original ideas. Or have the skills to achieve high conversions for marketing campaigns, you can earn a steady income with the business model in 2024.

How To Become A Copywriter

To become a copywriter, study and master the right skills. Next, choose a niche and learn as much as you can about your ideal client. Develop your value proposition and brand voice. Then create a portfolio and pitch clients.

1. Master essential copywriting skills

The key to being a stellar copywriter is to practice. You need to write. Then write some more. Remember Malcolm Gladwell's rule. He states that it takes 10,000 hours to achieve mastery of complex skills. But if you deliberately concentrate on specific skills, you can get great at copywriting in 100 hours.

Start by studying copy. Read books and blogs from legends like Dan Lok or Brian Dean. Check out ads and email headlines that grab your attention. What kind of copy are they using? Learn how to write with the power of persuasion. What words or phrases get people to stop scrolling and read your copy? Learn to write in a way that speaks to your target audience. Use language that resonates with them and gets them to take action.

2. Pick a copywriting niche

Decide if you want to be a generalist or a specialist. What does your ideal client look like? What kinds of problems do they have? How can you provide the best solution? Study your target market and learn as much as you can about what kind of copy they consume.

  • Where do they spend their time online?
  • What are their main pain points? 

The broader the niche, the more people you can pitch your copywriting services to. But as a specialist, you can charge more. The key is to know your market. The more you know and understand your audience, the better offer you can craft. Then you can tap into their biggest pain points and showcase why your copywriting is the best solution.

3. Assemble your copywriting portfolio

Your copywriting portfolio is like your digital business card. So it needs to make the right impression. Highlight who you are as a copywriter. Tell a short 'about me' that identifies why you're the best choice. A portfolio is a chance to share your value proposition and any social proof you have. So include testimonials. Add a few select writing pieces in several different formats. For example, share technical copywriting, ad and sales copy, or long-form writings. Then add a clear call to action. Use portfolio tools like Copyfolio, Weblium, or Carbonmade to showcase your website, case studies, and projects.

4. Land paying copywriting clients

The best way to land paying clients is to ask for them. Tell everyone you know what you do and ask for referrals. Then start networking on forums like LinkedIn or Reddit. Or post hyper-valuable copy and include a CTA on platforms like Facebook, Instagram, or YouTube. Reach out to popular blogs in your niche and offer guest posting. Connect with other copywriters and freelancers. Data suggests that 81% of freelancers refer clients to each other. Other ways to land paying copywriting clients include things like:

  • Cold pitching & emails
  • Apply on job boards like ProBlogger and The Writer's Job Board
  • Attend virtual or in-person events
  • Align with agencies or other service providers

The secret is to be persistent. Be ready to get some 'no's' and resilient enough to wait for the 'yes.' The more people you pitch, the better your chances of landing a client.

5. Build a copywriting client base

Know your value and price fairly. The key to building your client base is to over-deliver. Provide the best copywriting for that client. Know as much as you can about them. For example, What is their niche? What does their business sell? Who are their customers? What are their pain points?

Don't settle for low-paying clients who don't appreciate your value. Instead, focus on cultivating professional relationships with high-paying clientele who recognize your worth. Ask for reviews or testimonials. Post free copy on sites where your ideal client hangs out online. Get social proof and lead with value. Then you gain a reputation as an authority and will build your client base faster.

What Is The Difference Between Copywriting & Content Writing?

The difference between copywriting and content writing is that copywriting focuses on sales and driving conversions. Copywriting influences a person's emotions and gets them to take action. Content writing, on the other hand, is about using a content marketing strategy to engage with customers.

A content writer will use data like keyword and competitor analysis. The job of content writers is to learn what works well. For example, What channels get the most engagement? What keywords get people to click a CTA? Where do potential clients spend time online? The more they understand their audience, the better they can revise their approach to get the best results.

What Is The Difference Between Copywriting & Digital Marketing?

The difference between copywriting and digital marketing is that digital marketing is a way to promote a product or service to the right people. Digital marketing is about staying one step of trends and doing market research.

Copywriting is about knowing how to use the right words to get the best kind of attention on the Internet. But in 2024, a digital marketing strategy often starts with effective copywriting. As a result, a business can get a ton of online traffic and stay one step ahead of the competition.

What Are The Benefits Of Copywriting?

The benefits of copywriting include job freedom and the flexibility to work from anywhere in the world. Other benefits of copywriting include:


A benefit of copywriting is that the business model is timeless. There will always be a need for the power of persuasion in the written word.

Another benefit of copywriting is that in 2024 every single business needs good copywriting to market its product or service and stay relevant.

The most significant benefit of a copywriting service is that it's a well-paying and valuable skill, so it's a chance to make some real money online.

What Is The Most Important Rule In Copywriting? 3 Insider Tips To Dominate The Industry In 2024

The most important rule in copywriting is to focus on one reader, one pledge, and one call to action. The secret is to catch the right attention and tell a buyer exactly what action to take and why they need to act now. But if you want to dominate the industry in 2024. Then follow these three insider tips:

1. Leverage Micro Copywriting & Make The Smallest Details Influence Your Buyer

Micro copywriting is a method that makes the minor details exceptional. Micro copywriting taps into psychological processes. But this approach encourages copywriters to think like customers. For example, by changing a few key words in a sentence, micro copywriting can get more people to take action, generate higher conversions, and increase sales.

SmartBlogger suggests that adding the word 'because' and providing a reason in a call-to-action can get 34% more people to act on an offer. Micro copywriting is less about the choice and more about the verbiage. It's about knowing what simple tweaks will make a big difference in a digital marketing campaign. Data states that most readers only view 20% of the text. Many don't even go beyond the headline. But a skilled copywriter can easily include the right words to grab the attention of people that matter. 

2. Create A Brand Voice That Gets Attention 

A brand voice is one of the best ways to stand out from the digital noise and connect with a potential customer. It's a business's personality online and how they communicate. But be consistent. What you say and how you say it needs to be the same on every channel. Data suggests that brand consistency across platforms can boost revenue by 23%. But share valuable content that people want to consume. 

Tap into pain points and provide the best solution. Evoke an emotional response from your reader and build a real connection. According to Crowd Spring, fully bonded customers to a brand are 52% more valuable than satisfied customers. But if you can connect to a buyer emotionally, that customer will have a 306% higher lifetime value. Be distinct. Then you can gain an edge over the competition.

3. Learn & Apply Psychological Marketing Triggers That Make People Buy

Psychological marketing triggers are a driving force of human behavior. They're what makes people buy a product or service. Copywriting is a way to tap into pain points and curiosity or elicit an emotional response from your target audience. But to influence the right people, learn as much as you can about your ideal buyer. For example, What are their triggers? What drives them to make a purchase? Can you offer a simple solution to a problem they have? Post personalized content and effective copy that creates curiosity.

Or use scarcity tactics and take advantage of impulse buys. Then get social proof. Research suggests that a digital marketing agency that leverages word-of-mouth marketing accounts for nearly 13% of consumer sales. Be where your customer hangs out online. Tell a story. Or use influencer marketing to connect with a broader audience. StartUp Bonsai says that 41% of customers discover new products through influencers weekly. Be where your ideal customer spends their time online. Then build anticipation and get people excited about your offer.

How Does Local Lead Generation Compare To Copywriting?

Like copywriting, the lead generation business model is a high-demand skill. But instead of providing written text to small business owners, you produce high-quality leads. Lead generation is all about building and ranking websites that target one location and offer one service. But the focus is on the local market. So you can get your sites to the top of Google in as little as 6 weeks-6 months.

At the top of the SERPs, you get attention. But you also capture organic traffic. Once your sites start producing leads, you can sell them to a local business for profit margins as high as 85%-90%. Like copywriting, you can work from anywhere. You can build your sites in any city in the world. But you own the website, the tracking number, and the leads. There's no ceiling on how many sites you create and rank. But each lead generation website represents a passive income stream. 

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Ippei Kanehara

$52K per month providing lead generation services to small businesses

Ippei.com is for digital hustlers, industry leaders and online business owners.

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