How To Make Money Copywriting as a Beginner

You can make money as a copywriter by working in-house for a brand, working for an agency, or working as a freelancer.

Becoming a copywriter means tapping into a growing market: The copywriting market is expected to grow at a 7.8% compound annual growth rate (CAGR) to reach $53.4 billion by 2033, according to Coherent Market Insights. 

Here’s a guide to finding success as a copywriter, complete with tips with professional copywriters.

What does a copywriter do?

A copywriter writes text that helps sell or promote a product, service, or brand. Copywriters create marketing materials including advertisements, blog posts, press releases, product pages, social media posts, emails, and video scripts. 

Copywriters can work in-house for brands, or for marketing, branding, or advertising agencies, or on a freelance basis. Along with writing duties, copywriters might collaborate with strategists, editors, and clients to develop materials that are on-brand and effective at converting customers. 

Copywriting vs. other types of writing

If you’re transitioning from other types of writing to copywriting, one of the biggest differences to keep in mind is voice. 

Copywriters’ duties include familiarizing themselves with a company’s brand voice, tone, and values, and employing those characteristics across multiple channels to create content that is cohesive and authentic to the brand’s identity. In essence, copywriters use the voice of the brand, rather than their individual voice.

Cassandra Landry, a writer who’s worked as a journalist, brand strategist, and literary reviewer, as well as a copywriter for brands and agencies, distills this distinction. 

“To me, the biggest difference is the presence of the capital-S self—specifically my perspective or voice as a writer,” says Cassandra. 

“When you’re copywriting, especially in brand scenarios, that self recedes to the background, or disappears completely, in service to the goal of that particular copy. You’re allowing the brand to speak through you, not host your perspective.”

Key skills for successful copywriting

• Concision
• Collaboration
• SEO
• Marketing knowledge
• Adaptability
• Creativity

Here are some of the essential skills copywriters use to draft compelling copy that engages readers: 

Concision

Marketers have only a few seconds to capture someone’s attention, so clarity and brevity are essential writing skills for copywriters. Copywriters need to get the brand’s message across as quickly as possible, because consumers have short attention spans and aren’t actively searching out ads or branded content. 

“Great copywriters know how to distill the message into something digestible,” says Christina Semak, a copywriter who works in formats including banner ads, TV commercials, and social content. “They have an instinct for knowing which information to cut and which information to keep in any given piece of content.”

Here’s an example of concise copywriting from olive brand Graza. On its homepage, Graza advertises its olive oil with one simple sentence conveying their value proposition: “Extra virgin olive oil makes everything better.”

Collaboration

Even if putting words on paper is ultimately a solo job, copywriters rarely work alone. For any given project, they may collaborate with clients, cross-functional team members, strategists, subject matter experts (SMEs), and content editors. 

They may also need to capture input from clients and implement rounds of feedback to reach consensus or approval of their work. The amount of collaboration depends on the type of copywriting job.

“The best thing about working for an agency is, in my opinion, the support of a team,” says Cassandra. She says that agencies with well-designed editing hierarchies and client communication processes help you navigate receiving client feedback. 

“The drawbacks are maybe that you have less say in the projects you end up working on, but if you choose your agency well, this is less of an issue,” says Cassandra. 

SEO

Web copywriters use search engine optimization (SEO) tactics to help their content rank highly on search engines such as Google. SEO copywriting involves writing appealing and descriptive page titles and meta descriptions that encourage users to click on them from the search engine results page (SERP).

SEO copywriting also involves incorporating keywords—terms or phrases that your customers often search for—into page copy. To be successful with SEO, copywriters need to write in a way that is genuinely helpful for people. 

For example, Sigma Beauty uses straightforward, descriptive page titles and meta descriptions to land at the top of the SERP for the search term “makeup brushes.” Potential customers know exactly what types of makeup brushes they’ll find on Sigma Beauty’s site: brushes for foundation, powder, blush, concealer, and eye shadow.

Marketing knowledge

“Copywriters are creatives, but then they also have to have a strategic side,” Christina says. “They need to dig into marketing research to find interesting or unique insights that no one else is talking about.”

Copywriters understand their client’s broader marketing strategy for context about their target audience and how the brand plans to reach them. They become fluent in the brand’s differentiators, positioning, and key messages in order to write copy that aligns with the brand’s point of view. 

Copywriters also steep themselves in competitor language so that they can develop copy that is unique. This process involves thoroughly researching how other companies are talking about their products, down to the individual words they use.

Additionally, copywriters thoroughly understand the company’s brand voice and use that voice in the copy they write. Take the beverage company Liquid Death. The brand sells ubiquitous products—water, iced tea, and energy drinks—but it differentiates itself through its tongue-in-cheek brand voice. This voice makes the company unique among competitors. Here’s an example of Liquid Death’s copywriting on the company’s About Us page: 

“Liquid Death will not kill you. But make no mistake, our infinitely recyclable cans of premium low-calorie beverages will absolutely murder your thirst.”

Copywriters also need to develop subject matter expertise about the products, services, and brand-relevant topics they write about. They might also need to stay abreast of general marketing trends and best practices so they can tap into the zeitgeist as they write effective email subject lines, calls to action, social content, and more.

Adaptability

Copywriters need to be able to adapt their voice and tone to the brand or specific project they’re working on. A newsletter for a wellness company, for example, might sound very different from a video ad for a candy company. Even companies selling the same products can have vastly different voices.

Take a look at the different approaches Flamingo Estate and Glossier take to copywriting for the same type of product: body moisturizer. The product description for Flamingo Estate’s Jasmine Damask Rose Rich Cream uses phrases like “sensual ode” and “kisses the skin anew” to convey a sophisticated, romantic brand identity.

The product description for Glossier’s Daily Perfecting Lotion is more to the point, explaining the product’s functionality (it’s a “lightweight lotion in a click-lock pump bottle for convenience and ease of use”) and intended effects (it “nourishes skin while providing a subtle, healthy-looking glow”). This copy communicates a straightforward, transparent brand voice.

Sometimes, copywriters also need to draft unique copy for different audience segments within a single business, or for a sequence of ads communicating the same message. In this instance, they must find multiple ways to say the same thing.

“A good example of iterative agility is writing variations of an email subject line that appeal to different audiences but still remain true to the core brand voice, or adopting different tones in your own work across different projects or clients,” says Cassandra. “You’re essentially a stand-up comic or a poet trying out 20 different lines so that you can get to the heart of the thing, even if the heart is a metric like clicks or opens or purchases.”

Creativity

Consumers see copywriting everywhere: billboards, Instagram ads, and website pop-ups. To make your work—and the brands you’re writing for—stand out, you need to think outside the box. 

Here’s an example of creative copywriting from the sunglasses brand Crap Eyewear. The tagline “Don’t worry, be crappy” is a clever play on the company’s name. Plus, using the word “crappy” is an unexpected choice that might catch viewers’ attention and make them smile.

While you can use AI writing tools like ChatGPT to write copy for you, practicing writing as many ideas as possible yourself can help you become a better copywriter in the long term. Make sure to refine the AI’s output to ensure the copy accurately reflects your brand’s point of view. 

To rank in Google search, ensure the AI-generated copy reflects human experience and expertise, per Google’s EEAT guidelines. Finally, AI tools are known to create false information (known as hallucinations) and may plagiarize copyrighted material, so carefully check all the AI’s writing.

How to make money copywriting

There are a few ways to make money copywriting, whether as a side hustle or as a full-time job. As a first step, however, it’s a good idea to create a portfolio website to show your work to potential employers. 

You can use a no-code website builder like Shopify to quickly set up a professional looking site. Shopify even has an AI website builder that lets you create a site in minutes.

In-house copywriting

Companies hire in-house copywriters to create written content for their brands. An in-house copywriter works within internal marketing, SEO, or sales departments to develop content for advertising and marketing materials, along with the core website.

In-house marketing copywriters develop deep product expertise and may flex across channels and formats. While you might do a variety of copywriting types, keep in mind that you’ll be limited to working for a single brand. “If you really like working on a bunch of different brands, then going in-house could feel a bit boring,” says Christina. 

To get started with in-house copywriting, make a list of brands you admire. Check their websites and social media profiles to see if they’re hiring for entry-level positions, or use professional networking sites like LinkedIn to search for current employees you can cold email.

Another option to get noticed by brands, especially if you’re interested in a specific niche, is to start your own blog or create a newsletter showcasing your expertise. 

Agency copywriting

Some copywriters build their careers by working with marketing, branding, and advertising agencies. Depending on the agency, you may be able to get hired as an employee or as a freelance copywriter. 

Agencies typically focus on specific channels, formats, or strategies—like digital advertising or organic social media marketing. Agency work can be fast-paced, and copywriters may be expected to juggle multiple clients with competing deadlines. 

“You’re definitely going to learn a lot in an agency environment and get to see how campaigns are made from start to finish,” says Christina, who worked at agencies including DNA&STONE and Mekanism before writing in-house for Amazon, then freelancing. “The environment is usually fun, energetic, and creative.”

That said, landing an agency job can be tricky. One way to get your foot in the door is through educational programs. 

Christina continued her education at Virginia Commonwealth University’s Brandcenter, which offers a copywriting master’s degree. Other institutions, like The Creative Circus and the Miami Ad School, also offer copywriting training in advertising programs that can help you develop a network and build a portfolio of spec work—fake ads that highlight your creative prowess. 

Freelance copywriting

Freelance copywriters work as contractors for clients who hire them to write a wide range of content, such as case studies, blog posts, and newsletters. 

A freelance copywriter can earn anywhere from a few hundred dollars a month to well over six figures a year, depending on the number of clients they have and the scope of their projects. Just keep in mind that you’ll need to find clients and manage invoices and taxes with a freelance copywriting business, which takes time away from writing.

Landing clients comes down to your network. “If you don’t like reaching out to people, then being a freelancer could be tough,” says Christina. “Freelancing is all about keeping your connections strong and being proactive about finding your next gig.”

Cassandra suggests following the work of people you trust and admire, and keeping an eye out for opportunities in their orbit. “If they launch a new magazine or brand or newsletter, I’ll reach out and let them know I’m interested and what I’d be interested in contributing,” says Cassandra. “It might not come to anything right away, but it’s worth generating the connection in the moment.”

You can create new connections, too. Christina suggests forging relationships with other creatives and freelancers through LinkedIn or in groups like The Avail List.

Types of copywriting jobs

• Articles and blog posts
• Website copy
• Advertising copy
• Social media posts
• Email content
• Technical copy

Here are a few possible assignments that a copywriter—whether working in-house, at an agency, or doing freelance copywriting—might take on. Some copywriters specialize in just a few of these assignment types:

Articles and blog posts 

Copywriters execute companies’ content marketing strategies with blog posts and articles that contribute to brand storytelling, increase organic traffic through SEO, or function as part of a sales enablement strategy. Article- and blog-post-writing requires the ability to recontextualize information in original and engaging ways.

Website copy

Copywriters can focus on website copy, working on various types of landing pages, including homepages, About Us pages, and product pages. 

If you’re doing ecommerce copywriting, you’ll need to skillfully convey the value of your product to customers who can’t see it in real life. You’ll also likely require knowledge of SEO copywriting. In order for a product or company to appear in search results, your copy needs to incorporate SEO best practices like optimized heading and title tags.

Advertising copy

Advertising copy includes original content for billboards, subway ads, television commercials, print ads, digital ads, and more. 

Copywriters who specialize in advertising need to be able to inspire people to take actions such as purchasing new products or signing up for subscription services. They might also contribute to a brand awareness campaign. 

For example, Chick-fil-A’s billboards featuring cows painting slogans like “eat mor chikin” don’t directly tell viewers to order from Chick-fil-A, but they help build a memorable, recognizable brand for the fast food restaurant.

Social media posts

Companies hire copywriters to create social media content that engages their audience on platforms like Instagram, Pinterest, TikTok, and LinkedIn. Most of the time, you’ll need to adjust the copy for each platform.

For example, the beauty brand Saie uses different copy on their Instagram and TikTok accounts to announce the launch of the same product. 

The Instagram post shares the results of a consumer perception study for a more educational tone. The TikTok copy is shorter and more conversational, with the brand speaking in the first person (“Couldn’t wait 126 days for summer so we made a powder bronzer that instantly gives you the most perfect sunkissed look.”).

Email content

Businesses of all sizes use email marketing campaigns to reach their audience with newsletters, promotions, automated emails that re-engage shoppers, and more. 

Email copywriters draft eye-catching subject lines, concise and engaging body copy, and clear calls to action (CTAs) that direct readers toward the next step, such as clicking on a blog post in a newsletter or viewing products in a summer sale.

Technical copy

Technical copywriting involves communicating information about specialized topics in the form of documents like user manuals, white papers, industry and trend reports, and case studies. The audience can range from first-time customers to highly specialized workers. 

Technical writers need to be detail-oriented and must be able to communicate complex concepts in simple, clear language. Depending on the assignment, they may also be subject matter experts on the topic on which they’re writing. 

3 tips for making money copywriting

• Lean into networking
• Showcase your work
• Be patient and practice often

Follow these pieces of advice from professionals to help you become a successful copywriter: 

Lean into networking

“Networking is the single most important piece of landing writing gigs of any kind,” says Cassandra. “It’s difficult advice to hear when you’re starting out and feel like you know no one, but it really is one of those things that resolves with time and consistent effort.” 

One option is to join online forums and social media groups relevant to your industry. Then, you can offer to take an expert copywriter out to coffee to learn about their experience creating content for paying clients.

Forging new connections is only part of the work. Networking also means maintaining connections with people you already know. 

“You really never know when an old colleague or source will pop back up at exactly the right time, so it’s very much worth keeping in touch with people after you move on from jobs,” Cassandra says.

In addition to helping you find work, Cassandra says referrals from people you know heighten the odds that the project will be in your wheelhouse: “It will line up more organically with your taste, or style, or specialty, specifically because someone either thinks of you when they come across an opportunity, or you’ve sought out something that naturally interests you.” 

Showcase your work

Landing copywriting gigs most often requires showcasing your previous work through a portfolio. “You’re pretty much going to need that to get any jobs, because that’s what you’ll link to whenever you reach out to anyone,” says Christina.

If you’re just starting out, you can work around a lack of past work by creating a portfolio of spec work in the copywriting area you’re most interested in—whether that’s ad copy or blog writing, for example.

You can then build a website on a platform like Shopify to house your portfolio. If you use Shopify for your site, you can add features like appointment booking apps to make it easy for clients to connect with you. 

Shopify also lets you sell digital products like ebooks and online courses, allowing you to monetize your copywriting expertise (and literally make money in your sleep).

Be patient and practice often

It can take time to start earning money copywriting. Continue developing your copywriting skills while searching for your first clients by writing as much as possible, even if you’re only creating content for your own website, newsletter, or social media profiles.

As Cassandra points out, sometimes the hardest part about writing is getting started. To give yourself a jumpstart, Cassandra suggests writing morning pages, a practice popularized in author Julia Cameron’s 1995 book, The Artist’s Way, in which you write three stream-of-consciousness pages at the beginning of every day.

Keep your eyes on other people’s writing, too. “I know the most common advice is to write as much as you can, and that’s true, but I think it’s more important to read as widely as possible,” says Cassandra. 

“Exposing yourself to as many different sounds and voices and perspectives and framings gives you something to work with when you need to inhabit a voice or tone that’s different from your own.”

As you start landing jobs, proofread your work, and consider reading it out loud. Stay open to feedback from your editors, managers, and clients; your copywriting skills can only improve from their feedback and the revision process.