Career path
Copywriter
A copywriter writes words that get people to act — to click, sign up, or buy. It's writing with a job to do, blending persuasion, clarity, and an understanding of the audience. Done well, it's one of the most transferable and well-paid writing skills there is.
What the job actually is
Copywriters craft the language across ads, websites, emails, product pages, and campaigns so it's clear, on-brand, and persuasive. The work starts before the writing — understanding the audience, the product, and the goal — and continues after, refining based on what actually performs. It's less about flowery prose and more about the right words in the right order to move someone to act.
Skills that matter
- Persuasive, concise writing — saying more with fewer words.
- Audience empathy — writing for the reader, not yourself.
- Research — getting under the skin of a product and its market.
- Adaptability — switching voice and format across briefs.
- Openness to feedback and data — good copy is tested and refined.
How to switch in
Copywriting is meritocratic — a strong portfolio beats a CV. Build sample pieces (rewrite real ads or web pages, or write for a small business or cause), study proven persuasion principles, and practise across formats. People move in from journalism, marketing, content, or any writing-heavy role. Many test the waters with freelance projects before going in-house or full-time, which also doubles as a way to build the portfolio that wins the next job.
Frequently asked questions
What's the difference between a copywriter and a content writer?
Copywriting is persuasive and action-focused — ads, landing pages, emails designed to convert. Content writing is usually longer-form and informational, like blog posts and guides. The skills overlap, and many writers do both.