As a content writer, you know how important copywriting is - it's the art of crafting words to get your message across in the most effective way. But copywriting can be a tricky skill to master, so how do you go about learning it?
In this blog post, we'll look at some of the best ways to learn copywriting and tips for honing your craft. From attending workshops and reading the works of great copywriters to practicing on your own and getting feedback from peers, we'll cover it all so that you can become an expert copywriter in no time
What is copywriting?
Good copywriting is the art and science of creating written content that persuades and motivates a reader to take action, such as making a purchase, subscribing to a newsletter, or requesting more information.
Copywriting is used in a variety of marketing materials, including sales letters, advertisements, billboards, emails, landing pages, product descriptions, and more. The goal of copywriting is to create compelling content that resonates with the target audience and drives desired actions.
Difference between Copywriting vs. Content Writing
While copywriting and content writing are similar, there are some key differences between the two. Content writing is typically focused on educating and informing the reader while copywriting is focused on persuading the reader to take action.
Content writing is typically used to create blog posts, articles, and other educational materials while copywriting is used in marketing materials such as advertisements, landing pages, and email campaigns.
Here's a table summarizing the key differences between copywriting and content writing:
Understanding the difference between copywriting and content writing is important for aspiring beginners, as it will help them determine which type of writing they want to specialize in and develop their skills accordingly.
Copywriting can also require one to employ creative writing. Want to dive deeper into the difference between creative writing and content writing? Refer to this in-depth Scalenut blog, ‘Creative Writing Vs Content Writing: What Is The Difference?’
Types of copywriting jobs
Copywriting jobs can be broadly classified into two categories: freelancing and in-house copywriting. Freelancing involves working as an independent contractor for multiple clients, while in-house copywriting involves working as a full-time employee for a single company.
Here are some common types of copywriting jobs, along with examples of the kind of output generated:
Email copywriting involves crafting persuasive and engaging emails that encourage potential clients to take action, such as making a purchase, signing up for a service, or attending an event. Email copywriters need to have strong writing skills, an understanding of the target audience, and the ability to craft effective subject lines and calls to action.
An example of email copywriting could be a company sending an email to its customers promoting a new product or service. The email copywriter would need to craft persuasive and engaging content that encourages customers to take action, such as clicking through to the company's website to learn more or make a purchase.
Here are some email copywriting tips for you:
- Write a clear and attention-grabbing subject line.
- Use a conversational tone to engage the reader.
- Use personalization to make the email feel more tailored to the reader.
- Aim for a word count of 50-125 words for the body of the email.
- Use words that evoke emotion, such as "discover," "exciting," "amazing," etc.
Value Proposition Copywriting
Value proposition copywriting involves creating messaging that highlights the unique value proposition of a product or service. This can include creating compelling headlines, taglines, and product descriptions that communicate the benefits of the product or service in a clear and persuasive way.
An example of value proposition copywriting could be a company creating a tagline for a new product that emphasizes its unique features and benefits.
For instance, if a company has created a new type of protein powder that is plant-based and all-natural, the value proposition copywriter could craft a tagline such as "Fuel Your Body with Nature's Best - Try Our Plant-Based Protein Powder Today."
Here are some value proposition copywriting tips for you:
- Focus on the customer's needs and desires to create a relevant and compelling value proposition.
- Use specific and measurable language to convey the value of your offering. Example: 3x increase in traffic.
- Aim for a word count of 1-2 sentences for your value proposition.
- Use powerful words that convey value, such as "proven," "guaranteed," "revolutionary," etc.
Video Script Copywriting
Video script copywriting involves creating scripts for video content, such as promotional videos, explainer videos, and product demos. Video script copywriters need to be able to create compelling stories and dialogue that engage viewers and communicate key messaging.
An example of video script copywriting could be a company creating a promotional video for a new product. The video script copywriter would need to create a compelling story and dialogue that engages viewers and communicates key messaging about the product's features and benefits.
Here are some video script copywriting tips for you:
- Start with a strong hook to capture the viewer's attention and make them want to keep watching.
- Use storytelling to create an emotional connection with the viewer and make the message more memorable.
- Aim for a video length of 30-90 seconds.
- Use words that create a sense of visual imagery, such as "imagine," "picture," "see," etc.
Landing Page Copywriting
Landing page copywriting involves creating persuasive and engaging sales copy for landing pages, which are designed to encourage visitors to take a specific action, such as making a purchase or filling out a form. Landing page copywriters need to be able to write compelling headlines, persuasive copy, and effective calls to action.
An example of landing page copywriting could be a company creating a landing page for a new service it is offering. The landing page copywriter would need to write persuasive and engaging content that encourages visitors to take action, such as filling out a contact form or signing up for a free trial.
Here are some landing page copywriting tips for you:
- Use urgency and scarcity to create a sense of urgency and encourage the viewer to take action. Example: Limited time offer.
- Focus on benefits rather than features to show the viewer how your product or service can improve their life.
- Aim for a word count of 250-600 words for the entire landing page.
- Use action-oriented words that inspire the viewer to take action, such as "get," "try," "buy," etc.
Ad copywriting involves creating content for advertisements, whether it's for print, digital, or broadcast media. Ad copywriters need to be able to create attention-grabbing headlines, persuasive copy, and effective calls to action, all within a limited space or time frame.
An example of ad copywriting could be a company creating a print ad for a new product. The ad copywriter would need to create attention-grabbing headlines and persuasive copy that communicates the key benefits of the product and encourages readers to take action, such as making a purchase.
Here are some ad copywriting tips for you:
- Use a call-to-action (CTA) that tells the viewer what they should do next (such as "Learn More" or "Buy Now").
- Keep the ad copy concise and focused, with a clear message and value proposition.
- Aim for a headline of 5-10 words and a body of 20-30 words.
- Use attention-grabbing words and phrases that create a sense of urgency, such as "limited time," "act now," "exclusive offer," etc.
Headline copywriting involves creating attention-grabbing headlines that draw readers in and encourage them to read further. Headline copywriters need to be able to create headlines that are both catchy and informative while also communicating the key messaging of the content.
An example of headline copywriting could be a company creating a blog post with the headline "5 Surprising Health Benefits of Drinking Green Tea." The headline copywriter would need to create a catchy and informative headline that draws readers in and encourages them to read the rest of the article.
Here are some headline copywriting tips for you:
- Use powerful words or phrases that evoke emotion and make the headline more memorable.
- Use headlines that challenge common assumptions or beliefs to intrigue th viewers/readers.
- Aim for a headline of 8-15 words.
- Use strong and specific words that catch the reader's attention, such as "proven," "secret," "powerful," etc.
These are just a few examples of the different types of copywriting jobs available. Aspiring copywriters should research different types of copywriting and identify the types they are most interested in pursuing.
How much do copywriters earn?
Copywriting can be a rewarding career, both creatively and financially. While the salary for copywriters can vary depending on factors such as location, experience, and industry, it is possible to make a good living as a copywriter.
Here is an overview of the average salaries for good copywriters based on experience levels and locations:
- Entry-level copywriter:
- United States: $40,000 - $50,000
- United Kingdom: £20,000 - £25,000
- Canada: C$40,000 - C$50,000
- Australia: AU$50,000 - AU$60,000
- Southeast Asia: $10,000 - $20,000
- Copywriter with 5 years of experience:
- United States: $60,000 - $75,000
- United Kingdom: £30,000 - £40,000
- Canada: C$60,000 - C$75,000
- Australia: AU$70,000 - AU$85,000
- Southeast Asia: $20,000 - $40,000
- Copywriter with 10 years of experience:
- United States: $80,000 - $100,000
- United Kingdom: £45,000 - £60,000
- Canada: C$80,000 - C$100,000
- Australia: AU$100,000 - AU$120,000
- Southeast Asia: $30,000 - $60,000
Keep in mind that these numbers are just averages and may not be representative of every copywriting job.
Additionally, many copywriters work as freelancers or independent contractors, their income can vary greatly depending on the projects they take on and the rates they charge. As you progress in your copywriting career, you can expect to earn more as you gain experience and develop a strong portfolio of work.
Also read: How Much Do Freelance Writers Make in 2023
Top 5 skills you need to become a copywriter
Copywriting is a highly competitive field, and to be successful in it, you need to possess certain skills that can set you apart from others. Here are the top 5 skills you need to become a copywriter:
Strong writing skill
This is a no-brainer. As a copywriter, you need to be able to write compelling and persuasive copy that grabs the attention of your audience. Your writing needs to be clear, concise, and easy to understand. You should also have a good grasp of grammar, punctuation, and spelling.
Able to understand customer insight
To write copy that resonates with your audience, you need to understand their needs, wants, and pain points. This requires you to do thorough research and use customer insights to create targeted messaging that speaks directly to your audience.
Knowledge of marketing & sales
Copywriting is all about selling a product or service, so having a good understanding of marketing and sales is crucial. You need to understand the psychology of persuasion and how to create copy that triggers an emotional response in your audience.
Ability to turn features into benefits
Features are what a product or service has, while benefits are what it does for the customer. As a copywriter, you need to be able to turn features into benefits and create copy that highlights the value that your product or service provides.
Creativity for attention-grabbing copywriting
Copywriting is not just about writing words, it's also about creativity. You need to be able to come up with attention-grabbing headlines, taglines, and hooks that capture your audience's attention and keep them engaged throughout the copy. Being creative and thinking outside the box is essential to succeed as a copywriter.
Mastering these skills takes time and practice, but they are essential for success as a copywriter. It's important to continually work on improving your writing abilities and keeping up with the latest marketing trends and techniques. As you gain experience and hone your skills, you'll be able to craft effective and engaging copy that drives results for your clients or employer.
How to build copywriting skill from scratch
If you want to build your copywriting skills from scratch, it's important to have a solid plan in place. Copywriting is a skill that takes time and effort to master, but with the right guidance, anyone can learn the ropes.
In this section, we'll cover some key steps to help you build your copywriting skills from scratch.
1. Read & learn about copywriting
One of the best ways to learn copywriting is to read about it. There are plenty of resources available online and offline that can help you understand the principles of copywriting.
Some great books to check out include The Boron Letters by Gary Halbert, Breakthrough Advertising by Eugene Schwartz, and The Adweek Copywriting Handbook by Joseph Sugarman. You can also find a wealth of information on blogs and websites like Copyblogger, ConversionXL, and HubSpot.
2. Study successful copywriters
Another way to build your copywriting skills is to study successful copywriters. Look at the copywriting in advertisements, landing pages, and emails that catch your attention, and analyze what makes them effective.
Some copywriters worth studying include David Ogilvy, Gary Halbert, and Eugene Schwartz. You can also find inspiration from current copywriting stars like Joanna Wiebe and Neville Medhora.
Also read: 7 Best Copywriters Of All Time
3. Put your learnings to practice
Finally, to really cement your skills, it's important to put your learnings into practice. This can involve writing prompts and exercises found in resources like The Adweek Copywriting Handbook or Copywriting Secrets, taking online courses and workshops offered by Copyblogger, Udemy, and Skillshare, or seeking mentorship or feedback from an experienced copywriter or marketing professional.
You can also try your hand at writing copy for your own business or a friend's business to gain real-world experience. Consider taking on copywriting projects as a freelancer to build your portfolio and gain experience working with clients.
Remember, building your copywriting skills is a journey, and it's important to be patient and persistent. Keep learning, practicing, and experimenting, and you'll be on your way to becoming a skilled copywriter in no time.
10 tips to keep in mind when learning to write copy
1. Research the competition
Researching the competition can give you valuable insights into what works and what doesn't in your industry. Take note of what their messaging looks like, what they offer, and how they present their products or services.
Pro Tip: Use tools like SpyFu or SEMrush to analyze your competition's digital advertising strategy and get ideas for your own campaigns.
2. Use correct voice
Using the correct voice for your target audience can make or break your copy. If you're targeting a younger audience, for example, you might want to use a more casual tone. If you're targeting an older, more professional audience, a more formal tone might be more appropriate.
Pro Tip: Get to know your target audience and their language by researching their social media channels and the language they use to describe your product or service.
3. Focus on your target audience
Your copy should always be written with your target audience in mind. By focusing on their pain points, desires, and motivations, you can create copy that resonates with them.
Pro Tip: Create a customer persona to help you understand your target audience's demographics, psychographics, and behavior patterns.
4. Storytelling wins always
Storytelling is a powerful way to engage your audience and make them care about your product or service. By using narrative techniques, you can create a more emotional connection with your readers.
Pro Tip: Use the hero's journey framework to create a compelling story that draws your audience in and keeps them engaged.
5. Use emotions, but stay away from manipulating your audience
Emotions can be a powerful tool in copywriting, but be careful not to cross the line into manipulation. Your goal should be to create an emotional connection with your audience, not to exploit their fears or insecurities.
Pro Tip: Use positive emotions like joy, curiosity, and excitement to create a positive association with your brand.
6. Choose easy-to-understand words
Your copy should be written in a way that's easy to understand for your target audience. Avoid using jargon or technical terms that your readers might not be familiar with.
Pro Tip: Use tools like the Hemingway app to simplify your writing and make it more accessible to your audience.
7. Experiment with copywriting and improve
Copywriting is a skill that takes practice to master. Don't be afraid to experiment with different styles and techniques to find what works best for you.
Pro Tip: Join a copywriting group or community to get feedback on your writing and learn from other writers.
8. Use copywriting templates to write
Copywriting templates can be a helpful starting point when you're struggling to develop ideas. By following a proven structure, you can create copy that's more effective and persuasive.
Pro Tip: Customize copywriting templates to fit your brand voice and messaging.
9. Keep a swipe file
A swipe file is a collection of successful copywriting examples you can refer to for inspiration. By keeping a swipe file, you can learn from the best and incorporate successful techniques into your own writing.
Pro Tip: Use Pinterest or a Google Drive folder to organize your swipe file for easy reference.
10. Review content
Reviewing your content is an important part of the copywriting process. By revising and refining your writing, you can create copy that's more effective and persuasive.
Pro Tip: Take a break from your writing and come back to it with fresh eyes to catch errors and make revisions.
LinkedIn copywriting influencers to follow
LinkedIn is a great place to find valuable content and connect with industry experts. Here are five copywriting influencers on LinkedIn that you should follow to stay up to date with the latest trends and insights in the field.
1. John Espirian
John Espirian is a technical copywriter and LinkedIn expert who shares his expertise on his LinkedIn profile. He regularly posts tips on how to write better copy, how to improve your LinkedIn profile, and how to build your personal brand on the platform.
Pro Tip: Follow John Espirian to learn how to leverage LinkedIn to build your copywriting business.
2. Kaleigh Moore
Kaleigh Moore is a freelance copywriter who writes for top brands like AT&T and Shopify. She shares her insights on writing for e-commerce, SaaS, and other industries on her LinkedIn profile.
Pro Tip: Follow Kaleigh More to learn how to write copy that converts for different industries and niches.
3. Sarah Grear
Sarah Grear is a conversion copywriter and messaging strategist who shares her expertise on LinkedIn. She regularly posts tips on how to write copy that resonates with your target audience and drives conversions.
Pro Tip: Follow Sarah Grear to learn how to write copy that speaks to your audience's pain points and motivators.
4. Ash Read
Ash Read is a Content Marketing Manager at Buffer, a social media management tool. He regularly posts about copywriting and content marketing on LinkedIn, sharing his insights on how to write effective copy for social media, email marketing, and other channels.
Pro Tip: Follow Ash Read to learn how to write copy that engages your audience on different platforms.
5. Bob Bly
Bob Bly is a copywriting legend who has written copy for major brands like IBM and AT&T. He shares his expertise in copywriting and marketing on his LinkedIn profile, regularly posting tips on how to write persuasive copy that sells.
Pro Tip: Follow Bob Bly to learn the fundamentals of direct response copywriting and how to write copy that drives sales.
Leverage AI to Improve Your Copywriting Skills
Artificial Intelligence (AI) is transforming the way businesses operate and communicate with their customers. Copywriting is no exception. AI-powered tools such as Scalenut can help copywriters improve their skills and efficiency.
Here are a few ways in which AI can help:
- Content analysis: Scalenut can analyze existing content and provide insights on improving readability, grammar, and overall engagement. This can help copywriters learn from their mistakes and write better content in the future.
- Idea generation: Scalenut can generate content ideas and suggestions based on your target keyword and location. This can help copywriters come up with fresh and engaging content ideas.
- 40+ AI templates: Scalenut has more than 40 AI writing templates that cover popular copywriting frameworks such as AIDA and PAS and common use cases such as social media posts, LinkedIn posts, product descriptions, and much more.
Scalenut is an all-in-one AI-powered SEO and content marketing platform that helps marketers worldwide create high-quality and competitive content at scale. From, content planning, SEO research, to writing and optimization, Scalenut helps you do your best at everything.
Elevate your content game with us. Sign up on Scalenut and climb up the search engine ladder today.