What is a Copywriter?



Copywriter Definition and Benefits



Defining copywriting as a profession


A professional copywriter (a.k.a. as "copy writer") is a commercial writer who writes to brand, market, advertise, or sell a product or service. While the term ‘freelance writer’ covers all types of freelance writing, "copywriting" is a specific business discipline. You can become a copywriter at any age: as long as you excel at using language to influence behavior.​


Copywriting has nothing to do with copyrighting (securing copyrights), which refers to securing a creator’s exclusive legal right to his or her work. In much the same way as a scriptwriter is a writer of scripts, a copywriter is a writer of copy that converts readers to customers, as shown in the screenshot dictionary "copywriter" definition below.





What is a copywriter?: Copywriter definition








What "copy" in copywriter means

The word “copy” has a long history: once associated with copying of text intended for print journalism, it came to represent written content destined for publication or broadcast. Today, copywriters come from different backgrounds: literature, language, psychology, sociology, marketing and business. Their profession has something in common with all these fields, but it’s a distinct practice requiring the right balance of creativity, discipline, market knowledge, and brand expertise. ​

What freelance copywriters do for your business


Now let's take a look at different types of copywriters and what freelance copywriters do for your business.

Types of copywriters


Different types of copywriting intersect. Your writer would ideally be skilled in more than area, equally capable in each. For the purpose of identifying different types of copywriters, here are five:

  1. Advertising copywriter: Writes ads that create brand awareness, build brand image, and secure focus away from competitors.
  2. Marketing copywriter: Writes copy for blog posts, web pages, or video scripts to market the product or service.
  3. Sales copywriter: Writes copy, such as for a sales email or flyer, that sells the product or service by focusing on its benefits and often includes a specific offer
  4. Branding copywriter: Writes copy that defines and builds a brand’s identity
  5. SEO copywriter: Writes high-quality optimized copy that appeals to both search engine algorithms and human users.

Copywriter specializations

There's also the distinction between B2C (short for business-to-consumer) and B2B (short for business-to-business).


While B2C copywriters promote a business selling to consumers, B2B copywriters promote a business selling to other business customers. Among the latter are technical copywriters who specialize in specific industries. Technical fields require writing with a certain degree of industry knowledge and a no-nonsense high-precision writing style. For example:

​Copywriter vs. content writer

What is the difference between "copywriter" and "content writer"? That is not so clear-cut since they require similar writing and digital marketing skills.

  • Content writing informs without sounding directly promotional. A content writer could be a blogger or social media content writer. Content writers are often experienced in content marketing to achieve or improve ranking through inbound traffic. Content is about starting and maintaining conversations with a target audience.
  • Writing copy is about moving the target audience to act and purchase. For example, direct response copywriters are conversion experts. They write highly reader-focused copy designed to elicit an immediate response or action from the reader.

Not all content writers are good copywriters, and vice versa. The ability to master both disciplines is the mark of a versatile, talented, and focused writer.





Laptops are often a freelance copywriter's workstation and represent the agility they need to succeed. Keyboards on any device, used effectively by a professional writer, can be a weapon of mass influence and persuasion.



What do copywriters do?


Your copy is your company's messenger, and your message is only as good as the messenger. It can drive traffic, persuade and move, inform and introduce, and build customer loyalty. The right words can help you reach, attract, and retain your target market. You can leverage their power to support the goals below.

What do freelance copywriters do for your business?


The right copy creates impact — it sells more by converting your prospects to clients. So the right words don't cost you money — they make you money. Invest in them, and they will reward you many times over.

​How freelance copywriters benefit your business

1. Meet your sales and marketing goals

The right messaging can achieve multiple sales and marketing functions for a given product or service. It can consist of long-form or short-form copy depending on the topic, goal, and audience. Use it to:

  • Build your brand identity
  • Define your market positioning
  • Market complex products
  • Stand out from the crowd
  • Realize your growth potential​


"Every product has a unique personality and it is your job to find it."



Joe Sugarman, copywriting legend and role model



2. ​​Market your brand with confidence

If your brand speaks with confidence, your readers hear it. If it doesn't, a content checkup is in order. Whatever the symptoms, they need to be eradicated from the root. Start by asking:

  • Is that draft the final one?
  • Does it "hit home" with your market?
  • Does it reflect your brand voice?
  • Is it original and memorable?
  • Is it crisp and concise?
  • Does it deliver your message?

By working with the right copywriter, you get clear answers to such ongoing questions.



"You must make the product interesting, not just make the ad different. And that’s what too many of the copywriters in the U.S. today don’t yet understand."



Rosser Reeves, pioneer of television advertising



3. Foster engagement with your customers and community ​​

An expert writer's grasp of language can help build a social media following and cultivate loyalty. Using conversational writing, they can give prospects a reason to identify with and choose your brand.

How to find the right freelance writer for your brand​

Hiring the right copywriter for your business is like searching for a needle in a haystack. Here are six reasons why:

  1. Many freelancers don't know what type of clients they want. They often take on whatever clients they attract, without assessing if the project is the right fit for their expertise.​
  2. You might not know what type of freelance copywriter you're looking for. Do you find a local NYC one, or one experienced in writing for NYC clients? Do you need a B2C or B2B marketing writer?
  3. Your budget is too low to match your target outcome. You get what you pay for, so reconsider what you're willing to pay.
  4. You might not know how to provide a detailed brief. Conversely, experienced copywriters have a streamlined process for accessing the info they need to deliver the content you need.
  5. Many freelance copywriters don't care enough to understand your brand. They don't dig enough to explore your brand identity, audience and language.
  6. Many freelancers think hit-and-run rather than long-term. They get whatever payment they can out of you and then they disappear, hopping aimlessly from one client to another.

Copywriter search: what to look for and what to watch out for

How do you know if you’re investing in the right copywriter? Writing approaches are as distinct as personalities, from mediocre to outrageous, from old-school archaic to fleeting hype. Copywriting is both a science and an art. So a creative copywriter who strikes the right balance with the right clients can be a safe and rewarding investment.


Here’s a quick checklist of what to look for:

  • Capable of understanding your needs intuitively
  • Focused on exceeding your expectations
  • Committed to upholding your reputation
  • Experienced in trust-building and public relations
  • Serious about delivering excellence under pressure
  • Versatile in adapting to process and outcome changes

As for the warning signs, you can spot them early on from a freelance copywriter’s initial response and online presence:

  • Lack of empathy
  • Lack of discretion
  • Lack of precision
  • Lack of consistency
  • Lack of independence
  • Lack of responsibility

The biggest warning sign to look for when you’re hiring a freelance copywriter? A big ego! That’s because copywriting is about you and your brand — not the copywriter. Don't lose your way when searching for a professional copywriter.

How to unlock the potential of freelance copywriting for your business


Which is better: hiring an in-house full-time copywriter or a freelance one? Independent freelancers understand what it takes to build, run, and maintain a business. They do that for their own business every day. They know how to reach and convert audiences — they do that every time they win a new project.






Unlock the benefits of the right copy for your business.



Compare this to the on-site, on-desk full-time agency or in-house writer. The view? Four walls. The inspiration? The sound of the phone ringing plus "all-important" meetings that have absolutely nothing to do with the writing task at hand.


Today’s work may not be their best. There’s always another day, another client, another project in which to shine. They're getting their salary anyway. Meanwhile, your clients float off to a competitor. Your copy likely won’t mature and soar in a confined space within a set hierarchy.


Here's a YouTube video that captures a billionaire's perspective on the efficiency of meetings vs. email for communication. That efficiency difference applies to the in-house vs. freelance copywriter.



For a freelance writer, a lot more is on the line. Namely, their livelihood and staying power, sustained by independence, motivation, and a sense of freedom. Potential benefits for you include:

  • Dedication — a brand attorney, therapist, and priest all wrapped up in one.
  • Versatility — the ability, given sensible guidelines and deadline, to perform in any medium.
  • Selectivity — focus on content quality and writing for brands whose mission they can embrace
  • Insight — asking the right questions to see beyond the creative brief and listen to the “unsaid”


"A copywriter should have an understanding of people, an insight into them, a sympathy toward them."



George Gribbin, former Chairman of Young & Rubicam



​​Copywriting FAQs​

Still have unanswered questions? Here are answers to frequently asked questions about what to expect from a professional copywriter and how to select one.

What does a copywriter do?

A copywriter writes engaging and effective promotional copy that matches the tone and style of the brand or client. A copywriter also creates concepts for campaigns, pitches ideas, researches competitors, edits and proofreads their work, and collaborates with other creative professionals.

What does the copywriting profession require?

This freelance writing profession requires:

  • Working independently, managing time and tasks, and seeking out new opportunities and challenges.
  • Having a passion for words, imaginative use of language, and finding the most precise way to express an idea.
  • Listening attentively to the client, the audience, and the brand, and incorporating feedback and suggestions into the copy.

Why do freelance copywriters have an entrepreneurial mindset? Why can they understand your business better than a full-time one?

This is because freelance writers:

  • Run their own business — this means they have to handle all aspects of their work, such as finding clients, negotiating rates, managing projects, invoicing, and marketing.
  • Depend on your referrals for their reputation and income — so they are more invested in your success.
  • Work on a variety of projects, media, and industries. This means they have a broad and diverse portfolio, and can adjust their schedule, rates, and services to suit your needs and budget.

What forms of employment can a copywriter have?

Working for yourself as a freelancer

Freelance writers work for themselves. They write copy for different clients on a contract or project basis. They have more freedom, flexibility, and variety, as well as more ownership and satisfaction, than full-time ones. But they may also have more risk and responsibility, as well as less benefits and support.

Working for an in-house marketing team

Working for a specific company may offer stability, security, benefits, and in-depth brand understanding. Yet in-house may also offer less variety, autonomy, and creativity, as well as more bureaucracy.

Working for an advertising or marketing agency

Agency copywriters may develop ad or marketing campaign pitches to outside clients and then execute on their successful pitches. An agency copywriter may have more variety, creativity, and collaboration (as well as more exposure and recognition) but also more pressure, competition, and stress.





Agency copywriter vs freelance copywriter:

Google Trends comparison showing search interest over time

























How much does copywriting cost?

Copywriting cost can differ based on the experience level, industry, location, company size, and education. Since every project has its specs and requirements (word count, time, research), an accurate copywriting estimate is customized to client needs.


As for salaried copywriters, here is an estimate range for the US:

  • Entry-Level: Between $35,000 and $50,000 annually.
  • Experienced: $50,000 to $80,000 per year.
  • Senior: With 5+ years of experience, up to $100,000 or more.

​​What skills are needed to craft copy?


They need a range of skills to be successful:

  • Writing: Write clearly, concisely, and creatively using excellent grammar, spelling, punctuation, and vocabulary while adapting writing skills to different formats, media, and audiences.
  • Research: Conduct thorough and accurate research on the topic, use reliable sources, cite them properly, and avoid plagiarism.
  • Persuasion: Create copy with compelling messaging that appeals to the audience’s emotions, needs, and desires using various techniques (such as storytelling, humor, testimonials, statistics, and calls to action) to persuade the audience to take action.
  • Communication: Communicate effectively with clients, colleagues, and other stakeholders; present ideas clearly and confidently; and listen to feedback and incorporate revisions.
  • Creativity: Develop original and innovative ideas, think outside the box, experiment with different approaches, and solve problems creatively.

Convert prospects to clients


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