How to become a Copywriter in 4 steps: requirements and earnings

Do you love writing and would you like to know how to become a copywriter? The first thing to know is that it is not enough to be passionate about writing, you need other personal qualities and technical skills. In this article, I will explore the world of copywriting and give you practical advice on how to take the path that leads your passion to your dream job.

The English term copywriting (”copy”= advertising text +”writing”= writing) comes from the world of marketing and defines the professional writing of advertising texts.

The copywriter is the professional of persuasive writing, or neuro copywriting, also known as advertising editor, a creative person at the service of marketing, but even more so of web marketing, who has the gift of synthesis and the ability to take mental journeys through the use of the right words.

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When we talk about persuasion, it means that the goal of persuasive copywriting is to attract attention and awaken emotions and desires and then induce a consumer to take an action, which for the company will result in a conversion.

Obviously, it has to be worked out for a specific target group following the definition of buyer personas.

More than ever, copywriting is indispensable for the communication strategies of companies, especially those selling online, but not only. The practice of content marketing, i.e. content creation, has increased exponentially thanks to the web and the expansion of digital.

The digital world is fast, dispersive, and ultra-competitive, which is why companies need high-level communication that aims to attract the attention of potential customers in a decisive way right from the start.

If you are interested in learning how to train and become a professional copywriter, I recommend evaluating Digital Coach’s Web Content Manager Course, which also includes a Certification.

What the Copywriter does

The copywriter conveys the message of companies and individuals using creative writing to support communication and sales.

It turns ideas into words and elaborates customized texts based on the different customer requirements defined in the payoff, with the aim of curating the image of a company or brand through the definition of texts for advertising campaigns.

Once upon a time, the copywriter worked with printed advertising, i.e. brochures, posters, flyers, catalogs, etc. Today, the figure of the copywriter is more oriented towards the new role of web copywriter.

This professional can work in a communication or creative agency working for companies, within a company that needs frequent publications, or can choose to become a freelance copywriter.

Here are some of the activities that are part of the copywriter’s job:

  • choice of corporate payoff, conventionally called slogan;
  • writing content for websites such as product descriptions or body copy, blog articles, following SEO copywriting rules to ensure visibility;
  • writing content for social media, such as captioning for Instagram or posts for Facebook;
  • editorial proofreading;
  • writing and/or supervising SEO and SEM web communications;
  • brand reputation analysis.

Take the test to see if you have what it takes to be a Web Content Editor

test web content editor

Requirements to Become a Copywriter

Becoming a copywriter requires a mix of personal qualities and technical skills that will make all the difference.

Some qualities are sometimes gifts, which come naturally, others can be developed through study and techniques. Nothing that a lot of work and a little effort cannot solve.

This will enable you to acquire the necessary requirements. Below I will list 6 characteristics that are indispensable for working in web copywriting.

Good communication and attention to detail

A good copywriter must have a perfect knowledge of the language he is to use. Knowledge of syntax, grammar, and especially of words and idioms. This knowledge allows him or her to juggle words in an unlimited manner without falling into misunderstandings and errors, which nowadays are exposed like wildfire by social media to the point of generating resounding communicative own goals.

Using strong empathy and creativity, a copywriter must write in a clear and evocative manner appropriate to the target audience. This means having to be able to adapt and be formal or down-to-earth, passionate or detached, serious or humorous, always depending on the target audience.

It must be able to capture attention by using catchy headlines and, in long texts, it must know how to organize the text, making it smooth and organized to read. Avoiding logorrhoea and using lists, spaces, and images that best organize the enjoyment of those who have to read that text, often without feeling like it.

You always have to think of writing as convincing a target group that is basically not interested in buying, emphasizing with precise calls to action everything you want the customer to do in order to inquire further and buy. The key word is empathy.

He is usually a voracious reader of written communication and a keen observer of advertising and creative, artistic communication. This allows him to open his mind to various types of communication and to be aware of everything he might communicate. Sometimes using quotations and even more so taking inspiration.

content is king in seo

Knowledge of SEO and Web Marketing

The web copywriter must have a foundation in SEO and web marketing, which is essential for communicating in the digital world.

The more extensive the knowledge of SEO and digital marketing techniques, the more satisfying the result will be. These notions are not simple, nor are they intuitive; they require technical training and practice, so taking SEO courses is highly recommended for more opportunities.

The same applies to web marketing, which is very complex and full of rules that are not always stated. You will certainly have a higher success rate by taking Web Marketing Courses.

Mastery of copywriting techniques

The copywriter must create generalist sentences that generate an emotion, which the interlocutor perceives as his own, subjective, and is the key to the copywriter’s success.

Here are some techniques for reaching your target audience:

  • Truism: is based on the use of multiple truthful statements to which a small number of disguised suggestions are added, usually at the end. This leads the user into an affirmative field where he/she is “trained” to mentally nod to what he/she enjoys until he/she also finds the suggestions true and sincere.
  • Imaginator: technique consisting of using words from the sphere of imagination and creativity. Through the words “imagine”, “dream”, and the like, the user is mentally brought into the communication. As if they had been asked to have their say. Thus temporarily disconnecting the logical sphere, the potential customer is led to think emotionally and less with his head (and wallet). On the other hand, for a more logical and pragmatic target, the same technique can be used with more plausible words such as “suppose that”, “think if”, and the like.
  • Emotional recall: serves to recall emotional suggestions that the customer has experienced in the past. Through good empathic skills and first of all a strong study of the target, suggestions linked to emotional, sentimental, and nostalgic spheres are used and recognized by the other party. The result is that the user recognizing emotions sees the company as a friend who knows what he has experienced and who wants to help him feel good.

Knowledge of storytelling techniques

In the strategy on how to become an expert copywriter, it is crucial to win the reader’s attention, and you need to know how to do this. The best way to engage the reader and make him or her willing to listen is by telling a story.

For this, good communication must contain the elements of a classic story: a protagonist, a suggestive context, or one in which they recognize themselves, an enemy, and a plot. These elements will allow the reader to recognize himself in the story and even unconsciously think: “Yes, it actually happens to me too, I too may need to get rid of this problem”.

That is why the obstacle must be introduced into the communication right away. The “finger in the wound” technique, leads the user to feel closeness with someone who has the same problem as him. This leads him to trust, which turns into good listening.

Ideally, if our communication is not short, we should repeat this element several times, to keep the reader’s attention with something that is real and close to him.

According to studies, in fact, in an advertising text, 13% of people remember the actual statistical data given, while 64% remember the stories told within it.

This means that as far as texts are concerned, the concreteness of the product is less perceived than the quality of the writing and the ability to make the potential customer travel with the mind.

Copywriters capable of storytelling are highly sought after, download the Free eBook and acquire the necessary skills

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Organizational skills and the ability to draw up perfect briefs

It is essential to become a copywriter to be clear about the needs of the company you are working for, to understand how it should work in order to avoid wasting time and concentrate on what is important.

For this, you need to draw up precise guidelines that allow you to control what is more practical in favor of a greater concentration on the more creative aspect.

When a creative person does not know how to work, they can easily find themselves in stressful and confusing situations. Precision and punctuality are the order of the day in order to meet deadlines.

Therefore, it is necessary to establish everything precisely before starting:

  • Basic client information and contextualization of the brief: what basic information about the company (and employees) should be included in the project? When is the copywriting needed? Should it be consistent with previous work? Should the copywriter work alone or work with others?
  • Client company requirement: what are its requirements and expectations of the project? What is the context of the company and the field in which it operates? When is the project deadline?
  • Context and inherent material: what are the client’s past communication projects? How can this campaign relate to them? What material did you provide?
  • Defining the target audience: which type of person (or groups) should we address? How do we want to do it? With which register? What do you think of our product? How is the target market structured?
  • Main message: what message should emerge from the text? What are the benefits to be highlighted that make the product/service useful? What is the quality that makes the product unique (Unique Selling Proposition)? What should the text contain?
  • Creative input: what stylistic suggestions or requests would the client have? Would you like us to draw on any existing styles? Does he already have an idea or examples to use as guides?

Curiosity and research and listening skills

The copywriter must be a curious researcher and a skilled listener. He always asks questions that others do not ask and searches for answers using all possible channels. This ensures constant learning to keep up with the market.

It is important to have an excellent ability to research and analyze competitors and their macro-categories on which to act. In this, social media help a lot, especially sources that allow them to know overseas trends, which usually anticipate those around the world.

How to Become a Copywriter in 4 Steps

Becoming a copywriter requires a number of qualities and skills, but there are also activities that can help you develop skills or refine existing ones by training your brain.

In addition to these activities, you need a plan, a blueprint that includes a series of strategies that will help you build your way to becoming a copywriter. Read on to learn how to become one in four easy steps.

Prepare yourself with professional training

Having studied communication sciences may be a plus, but it is certainly not enough. No course will automatically make you a copywriter and reliable in the eyes of companies. So try to attend courses that allow you to gain real-world experience, such as the SEO Copywriting course to acquire the best practices of writing from a Search Engine Optimisation perspective.

Take creative writing courses to further stimulate your artistic vein and understand the mechanisms to increase your skills. Possibly through practical exercises to be included in the portfolio.

Create a portfolio

Creating a substantial portfolio of projects, even completely invented ones, will allow you to show something concrete that will stimulate the suggestions of those who need to hire you to do the same for their clients. When you start having real ones, you can supplement or replace the fictitious ones.

If you are a beginner, send a portfolio with your project ideas together with your CV and a creative cover letter to web agencies and ask for an internship.

Always practice a lot

Jump in and make some of your work public. Put fear aside and set creativity in motion. Start a blog, write in your favorite forums, and post on social media. Show the world how good you are at writing!

Do good personal branding, whether, for a company or your own personal projects, companies only believe in the result of your writing! If you bring results and positive reactions you are much more likely to be heard.

By publicizing your work and writing in an interesting way you also happen to establish a relationship with your frequent readers, thus becoming a true influencer marketer. These “followers” will then trust you when you recommend where and how to spend their money wisely and will want to reward your communication skills.

You know the rules of the “places” where you write

Knowing the rules of grammar is necessary to become a copywriter, but it is not enough to get you the right position in the media. That is what SEO knowledge is for.

Finishing on the first or fifth page of Google makes all the difference if you want to be even seen. Suffice it to say that one of the most famous digital quotes is: “The best place to hide a corpse is the second page of Google”.

Once you know all you need to know and have something to show, creativity will be decisive. The road to becoming a professional copywriter is not a short one and initially, the costs will outweigh the revenues, but once you take the first steps you will receive a good income. Because effective copywriting that sticks makes a real difference.

Download the Free Resource and explore the rules of SEO Copywriting

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How much does a Copywriter earn

No specific training is required to be a copywriter as it is a relatively new profession, which means that the salary is very variable depending on the level of experience and/or quality of the work. The big advantage is that you can start as a copywriter even without experience. It is all in your skill and power of persuasion.

According to market surveys, a copywriter working in a company or agency can earn around $1,150 (junior profile) up to $3,500 (senior profile), with an average of $1,750. If the copywriter is also an SEO expert, then the figures can go even higher, so the more prepared you are, the better.

Training requires a not-inconsiderable investment, but if you put your mind to it, you will be well rewarded. If, on the other hand, you are interested in working as a copywriter from home, you can go freelance.

Working as a freelancer obviously means that remuneration changes, you have to adapt to market rates. Maybe you start with a lower figure to make yourself known and based on the quality of your work and customer satisfaction and then negotiate a fee that is more in line with the results achieved through your work.

The price of an article can vary between $10 and $100 depending on the length and quality of the text, the language in which it is written, and the level of research needed to do the work.

Conclusions and Personalized Advice

Becoming a copywriter means making your bones and exposing yourself, taking risks as with all good things. Until you find the beautiful thrill of having an audience that listens to you attentively and recognizes your oratorical and mental prowess.

Words will always be the engine of communication and it is what elevates the human being. The copywriter must be able to use his or her passion in a way that is both creative and primarily functional to the objective of the campaign.

Write from the heart and you will be heard from the heart, and that sums up how to become a copywriter. If this article has impressed you and you want advice on creating your own copywriting project, book a Free Strategic Consultation with an expert in the field.

Contact us for information on training in creative communication and web copywriting



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