Copywriter

A copywriter is a writer who creates persuasive text for marketing and advertising. They craft copy for ads, websites, product packaging, emails, and social media. Copywriters collaborate with clients, marketers, designers, and account managers to develop messaging that motivates action.

Responsibilities typically include researching the target audience and product, developing messaging and tone, writing headlines and body copy, and crafting calls to action. They edit, proofread, and adapt copy for different channels, ensuring consistency with brand guidelines. Many copywriters also optimize copy for search engines and test variations to improve performance.

Key skills include clear and concise writing, persuasive phrasing, research, and an understanding of marketing principles. Proficiency in grammar, tone adaptation, and editing is essential. Familiarity with content management systems, email platforms, and analytics tools is common, as is the ability to manage deadlines and collaborate with teams. A related degree can help, but portfolios often matter most in hiring decisions.

Copywriters may work in-house at advertising agencies or client organizations, or as freelancers. Typical formats include ads, landing pages, product descriptions, emails, catalogs, and video or radio scripts. They may specialize by industry or channel, such as SEO copy, direct-response copy, or technical writing. The profession has roots in 19th- and 20th-century advertising and remains central to marketing communication.