Copywriting is the most important part of marketing. In this digital age, video and design get a lot of attention, but sometimes it is the copy that inspires people to take action.

So you are planning to become a copywriter? Is it really a good choice?

Copywriting is the most important part of marketing. In this digital age, video and design get a lot of attention, but sometimes it is the copy that inspires people to take action.

That adage rings true for Facebook ads, email, and interstate billboards. Words matter.

Google knows itApple knows it. That is true of other blue chip brands and innovative startups.

But despite the fact that it is extremely important, copywriting is chronically misunderstood. So many myths surround this practice, because the world relies on outdated ideas for judging things.

Copywriters are not merely saying what to say. They are a mixture of researchers, writers, and data analysts. It is precisely that golden ratio of skills that gives copywriters their power.

In this article, I will tell you everything you need to become a successful copywriter. I’ll show you the skills you need to hone and the roles you’ll need to master. If you are looking for some practical advice from a copywriter with almost a decade of experience, you are in the right place.

What kinds of skills do you need?

Not just anyone can become a copywriter.

It is possible that many people try to write a book, just half-heartedly, and hit publish, but that doesn’t make them copywriters. A human may be left wondering why no one is reading their blogs, why their emails never convert, and why no one appreciates their brand story.

In fact, copywriting is a special skill that takes years to learn. When really good copywriters go to work, the results of their work will follow. On this topic, focus on this in order to become better.

Research
Ever stumbled across a webpage that looked like it was written by someone who was speaking to you? Did the company know exactly what you were looking for or what you were experiencing?

That is not serendipity.

Copywriting is a hard skill, and it is not a soft skill. That means that they are based on reliable data rather than on the whims of the writer. When I say “data”, I’m referring to qualitative data.

Aside from survey results, one-on-one interviews, and any other kind of feedback loop, copywriters must hear what the customer data is telling them, in order to help them understand what their customers are wishing, wanting, and pain points are.

It is the only way to really empathize with your audience. And the only way to write a message that resonates with them is to write one. So yeah, you are going to need to become good at doing research and analyzing the results.

The legendary copywriter Eugene Schwartz put this in a great summary: copy cannot create desire for a product. So, it is possible to take all the hopes, dreams, fears, and desires that exist in the minds of millions of people and then direct those desires to a particular product.

That is the job of the copywriter: not to create this mass desire — but to channel and direct it.

Market psychology.
Everything from the text on the latest social media memes to the checkout button on your pricing page, each piece of copy that you write should be planned.

Knowing how to make your copy persuasive requires a not-insignificant understanding of marketing psychology, or why consumers behave the way they do.

Take the concept of loss aversion for example. Loss aversion posits that people are much more likely to act in order to avoid losing something they believe they already have than they are to gain something new.

Do you need an example? Look at any limited time offers that use the word ‘save’. So, the opposite of saving money is to lose it. Sometimes sale emails invite you to save some money, but in the copy that is displayed, they say “don’t throw away all that money that you could save by buying now.”

Loss aversion is a huge topic, but it’s just the tip of the iceberg. You should understand the psychology of humans, so that you can influence human behavior with your copy.

Creativity
It’s fine and dandy to have some statistics and to learn some psychology, but those are only guidelines. True fire is the light that entices people to stop, stare at, and buy things. It comes from your ability to translate data and knowledge into words on the page.

I’m talking about your creativity, and I’m talking about that. After all, marketing is really just a game that attracts attention. The copy should be clear, and the wrapping should reflect your audience’s perspective.

That must also be interesting. And pulling off all that requires some creativity.

Fortunately, creativity is a skill that everyone can possess. Do not buy that b.s. You’re born with it! Creativity is a muscle, and the more you work on it, the stronger it becomes. That is good news, because you will definitely need that.

What roles do you plan to play?

Copywriters should not just be able to write one type of content. Because words are the main ingredient in most campaigns, you’ll be expected to put on some masks and play the part that you are expected to play. In almost all businesses, the roles that you take on will come in one of three flavors:

Writer of content.
When businesses are looking for a content writer, they are looking for someone who writes content for their blogs. Also, their email, social media, and website.

In that role, you are basically an essayist. Sure, the word blogger is in it, but I hate the word essayist. So, I’m changing it to say essayist. That’s exactly what blogs are.

As part of your work, you will be conducting a lot of research, and that research will include two kinds of research: keyword research and article research. In the keyword research part, you’ll be using an SEO tool, like ahrefs or Moz, to identify what people are typing into Google most often in your industry.

This information informs the topics that you write about. Every company that even remotely wants to make money online should try to rank for the most purchase-heavy keywords in their industry. You’ll also need a content writer to write your blogs that are optimized for those keywords.

Everyone should be interesting. Every memorable essay must be written by someone who has a distinct voice. Do this to love all that is holy, and add a personality to your content that you are writing. The internet is already full of boring, boring posts that sound like they were written by primitive AI bots. That is some of the stuff that I found.

So do not be boring. Do everything in your power to write interesting and informative articles that will inform your readers. If you do that, you will win the trust of the people who are on the internet. That will mean that your traffic will increase, which means that you’re doing a good job.

Copywriter for conversions.
A good margin of profit is made by conversion, so conversion copywriters are in high demand.

There is a lot of data analysis, because you are constantly testing new copy treatments on websites, landing pages, emails, and social media.

In essence, conversion copywriting involves a deeper understanding of your audience. You must figure out where conversions can be improved in order to continue improving, and test new copy until you significantly improve the metric that you set as your goal.

It’s not a quick process. When your employer or client does not have any customer information, and a lot of them will not, you will need to do the research yourself. Then you should categorize and analyze it. Before you write anything, write only one word.

When you’ve written a new copy of your homepage or of your promotional email, you should test it. When you do that, you will not always beat the copy that you control. If you find a breakthrough, all the work you have spent will be worth it, because it will enable you to make more revenue. And that is what every marketing executive and small business owner values the most.

Copywriter for brands.
It is not enough to just have a good product. In the modern age, it is also important to have a compelling story behind it.

“Yeah, this electric jetpack works great, but why did you make it?” Every brand has a story. And that is where the brand copywriter comes in.

That’s the kind of copywriting that you will often find in agencies, because the writing helps shape the backstory and personality of the brand. As a result, we must find a voice for our company, and also dictate the guidelines that we should be following for all marketing initiatives.

“Yeah, but is it on brand,” is something you’ll often hear these writers say. Purveyors will also need to write scripts for commercials and slogans to establish their brand identity.

This isn’t the most glamorous role that a copywriter can take on, but it is also one of the most expendable. After all, once you’ve created a personality for a brand, why should they keep you around?

I would strongly recommend that you make brand work an ancillary part of your repertoire. Yes, it is important that you become good at it, but don’t make that the only thing you should be doing.

So why are you a copywriter? If you have an interest in the ways in which language and perception affect human behavior, the answer could be yes. When that happens, copywriters are able to create messages that resonate with millions of people. Maybe they can also earn millions of dollars from their employers.