What Does a Copywriter Do?

If you’ve ever clicked “buy now” without really knowing why, thank a copywriter. Behind every persuasive headline, product description, and call to action is someone who knows how to turn words into results. So, what does a copywriter do? It’s all about consumer psychology and getting people to act. If you’re thinking about becoming a copywriter—or hiring one—here’s what you need to know about this high-impact, high-demand role.

Copywriters don’t just write. They persuade, sell, and solve problems with language. Every word is chosen to trigger action—whether that’s a click, a purchase, a subscription, or donating to a worthy cause. At its core, copywriting is about understanding human psychology and using that insight to influence decisions.

The Copywriter’s Goal: Writing That Inspires Action

Before you start thinking this is some dark art (well, if you’ve ever bought a toothbrush light from TikTok at 3 a.m., maybe it is…), it’s just simple persuasion. We all do it every day. The heart of a copywriter’s job is one goal: to get the reader (or viewer) to do something. They blend creativity with strategy to create clear, compelling messages. And every word counts.

To craft concise, persuasive copy, you need skills in:

1. Research – Good copy starts with understanding the audience, product, and competition. Copywriters research market trends, customer pain points, and language preferences.
2. Writing – They craft content for ads, websites, emails, brochures, landing pages, product descriptions, and more. Each piece is tailored to a specific goal.
3. Editing and Proofreading – Grammar and style matter. Copywriters polish their work until it’s tight, engaging, and error-free.
4. SEO Integration – Many copywriters also write for the web, which means using keywords. This helps content appear in search engines like Google—and AI-powered tools like ChatGPT.
5. Collaboration – Copywriters often work with designers, marketers, and sales teams to align messaging across channels.

Where Do Copywriters Work?

Copywriters are everywhere. If you’ve seen a billboard, listened to an ad read on a podcast, or watched a TikTok video that made you buy something crazy in the middle of the night, then someone somewhere had a job writing that. If you’re looking to break in, you’re likely to work:

• In advertising agencies working on all sorts of projects
• At startups creating website copy and email funnels
• With in-house marketing teams writing product messaging
• As freelancers hired on client projects across industries

According to the U.S. Bureau of Labor Statistics, writers and authors—including copywriters—held over 150,000 jobs in 2023, with a growing need for digital writing skills. Yes, they’ll still be needed in the age of AI.

Types of Copywriting

Copywriting isn’t one-size-fits-all. There are a few ways to specialize (and AI-whisperer may soon join the list):

• Direct response writing – Focused on driving immediate action (like purchases or sign-ups)
• SEO copywriting – Optimized for search engine rankings (there’s an emerging LLM specialty here)
• Brand copywriting – Establishes a company’s voice and tone
• Technical copywriting – Explains complex products clearly (mainly in SaaS companies and startups)
• Social media copywriting – Short-form writing to boost engagement

Is Copywriting For You?

Now you know what a copywriter does. Could it be a good career for you? If you can write with intent, it could be. Whether selling shoes or raising awareness for a nonprofit, copywriters shape the voice of a brand and the behavior of its audience.

If you’re a freelance writer exploring this path, start by studying great copy. Analyze ads, website content, and product pages. Practice writing your own versions. You’ll build the muscle one word at a time. Check out these 10 copywriting books if you want to learn more about shaping your skills.

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