How Former Journalists Break Into Copywriting

When I was a newspaper editor, it never occurred to me to try copywriting (IYKYK). But then a funny thing happened to the media landscape … and if you’re reading this, you’re probably in the middle of a layoff (can relate). I’m about to give you the secret sauce and tell you how journalists break into copywriting. As in: can finally afford vacations and have income security. If you’ve ever filed a hard-won feature or a breaking news story minutes before deadline, you already have what it takes to thrive as a freelance copywriter. The transition from journalism to copywriting isn’t as hard as people think. In fact, it’s a smart pivot that leverages skills you already have.

Whether you left the newsroom by choice or necessity, freelancing can give you more control, better pay, and the freedom to choose projects that actually interest you.

Why Journalists Make Great Copywriters

Let’s start with the obvious: we know how to write. But it’s more than that. Here’s why your journalism background gives you an edge in the copywriting market:

• You research fast and thoroughly.
  Clients love writers who can make sense of messy info and back up claims with solid sources.
• You’re deadline-driven.
  Meeting tight turnarounds is second nature—and that reliability makes you stand out.
• You know how to write for readers, not (just) algorithms.
  Anyone can learn SEO best practices; your instinct to inform and engage is exactly what brands want.
• You ask the right questions.
  Interviewing is your secret weapon. Companies constantly need case studies and thought leadership, and it all starts with client discovery calls.

What Kind of Copywriting Should You Do?

“Copywriting” covers a wide range of paid writing work. It’s not just ads, and we’re way past the days of infomercial-style content writing—and that’s good news for journalists.

Here are a few in-demand niches where former journalists tend to thrive:

Content Marketing

Think blog posts, newsletters, and SEO articles. Use your reporting skills to create informative, engaging content that builds trust with readers.

B2B Copywriting

If you’re comfortable with complex topics or interviewing industry insiders, you’ll be at home writing white papers, case studies, and product explainers.

Thought Leadership + Ghostwriting

CEOs, founders, and subject matter experts often work with ghostwriters. Think LinkedIn articles, op-eds, and blog series that establish credibility.

Nonprofit + Mission-Driven Writing

Many former journalists care deeply about storytelling with impact. Nonprofit clients need compelling annual reports, donor emails, and web content that moves people to act.

• Pro tip: Your “beat” can help guide your niche. Covered health? Consider writing for health tech companies. Local politics is your jam? Try government contractors and civic orgs.

How to Reframe Your Experience

One mistake journalists make when pivoting is underselling their past work. Don’t just call yourself a “former reporter” and leave it at that—highlight your most valuable strengths:

• Instead of: “I wrote for a local paper for 10 years.”
  Try: “I’ve written hundreds of deadline-driven stories, including features, profiles, and policy explainers.”
• Instead of: “I don’t have any copywriting samples yet.”
  Try: “Here are a few recent articles—they break down complex topics in a clear, reader-focused way.”

Want to build a client-ready portfolio? Start by writing a few samples in your niche. Not sure how? Check out my guide to building a freelance writing portfolio.

How to Get Clients (Even If You’re New)

Once you’ve identified your niche and pulled together a few writing samples, here’s how to land your first few gigs:

1. Tap your existing network.
   Former colleagues, editors, nonprofit contacts—someone needs a writer. Let them know you’re taking freelance clients.
2. Set up a simple website.
   Include a short bio, links to clips, and a contact form. You don’t need to get fancy—clarity and credibility are key.
3. Pitch small agencies and B2B companies.
   Most are overwhelmed and love working with dependable writers. Focus on how you can save them time, elevate their content, or better connect with their audiences.
4. Charge professionally.
   Even if you’re new to copywriting, your skills are valuable. Don’t fall into the “$20 per article” trap—most professional writers charge $300–$1,000+ per piece or project depending on length and complexity.

TL;DR: Your Journalism Skills Are Still in Demand

The good news is you aren’t starting from zero. You already have storytelling, research, and editing chops. You just need to reframe your experience, choose a niche, and start reaching out to potential clients.

Once you make peace (as I did) with the changing nature of today’s media, you can still do work you love. It’s about building a sustainable writing business where you can own your time, your rates, and your future.

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