How to Learn Copywriting: A True Guide That Doesn’t Promise Easy Solutions

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Any copywriter will tell you to start a story on a positive note and avoid “negative” words like the one in this headline. Any good copywriter will tell you to break the rules when it makes sense. So here’s the bitter truth: you cannot learn to copywrite in the traditional sense. What you can do is master its timeless principles, then spend your career relearning, evolving with trends, and inventing your ideas. It’s not easy, but it’s fascinating. And for good writers, it also means a six-figure annual income.

So, let’s take a look at the realities of the profession and where to start learning copywriting.

Copywriting for Beginners: Key Facts Few People Tell You

Let’s start by breaking down a few myths and challenges you’re likely to face.

There are several types of copywriting

Technically, copywriting is crafting a small piece of text designed to encourage the reader’s, viewer’s, or listener’s immediate action. The tone of the copy is usually persuasive, engaging, and motivating. Example? An ad banner, copy for a sales landing page, ad copy, etc.

But in real life, the lines are blurrier, and copywriting can mean many things:

  • SEO writing: Text optimized for search engines.
  • Content writing: Expert articles for blogs; training course materials.
  • Email copywriting: Copy for email campaigns.
  • Technical writing: Manuals, guides, and product descriptions.
  • SMM writing: Posts for social media.
  • Video ads: Concepts and scripts for commercials.
  • Ghostwriting: Books or articles written in collaboration with another person (usually an expert or celebrity) and published under their name.

The list goes on and on, and these are all niches you can get into. As a writer, you do NOT  need to master all those skills. Some experts come up with brilliant slogans but struggle with tiny social media posts. It happens.

Copywriting is more about marketing and creation than writing

The ultimate goal of all copy is to sell a product, service, or idea. That doesn’t mean every email you craft should result in a thousand customers. But your copy is a link in a long chain that guides someone from discovering a brand to becoming a customer.

Copy formats can range from emotional to straightforward. Compare these two incredible yet different ads.

Copyrighting ad example

You’ll need a couple of tools

Many guides claim all you need to write copy is a laptop and the internet. That’s not true. While this might work for your first few months or a year, you’ll eventually need tools depending on your niche. Think grammar and style checkers, anti-plagiarism tools, email builders, or technical writing programs.

You don’t need a degree in languages

You need the ability to express thoughts clearly, knowledge of marketing, human psychology, Google or social media algorithms, curiosity, creativity, and other skills, depending on your niche.

Don’t over-rely on AI

To be honest, with the development of AI, copywriting has become more interesting. AI helps with brainstorming, creating an article outline, editing copy, searching for interesting cases, etc. But it won’t replace a writer. At least not a good one. At least not any time soon.

Best Way to Learn Copywriting: No-fluff Tips

Let’s move on to the learning plan, which has less to do with writing than you might think.

Learn the basics of writing

Let’s start with defining what any good copy is:

  • It’s clear, concise, and compelling.
  • It speaks to its audience and speaks its language.
  • It creates interest, evokes emotion, and stimulates change.
  • It inspires trust in the brand.
  • It surprises and creates a wow effect.
  • It calls for action.
  • It can be anything, but it must grab attention. Like this, for example:
Nescafe ad example

To dive deeper into the theory, check out these sources:

Learn the basics of marketing

As we’ve already mentioned, the goal of copywriting is to help sell a product, service, or idea. To write good copy, you need to understand (at least at a basic level) how sales work. Here are the key concepts we recommend to cover when you learn to be a copywriter:

If you’ve followed the links, you’ve noticed that they’re all from the HubSpot blog, which is a great source of insight for copywriters, content creators, and marketers. The posts are written in plain English, so feel free to use them as a continuous learning resource.

Copyrighting ad for a photographer

For a quick tutorial on basic concepts in video format, check this out:

Analyze good copy

When you learn to write copy, analyze other’s ones. If you see an ad, a billboard, or a banner on the street, stop and study it. Or at least take a screenshot and add it to a dedicated folder. Think of what caught your eye. How is the text structured? What emotions did it evoke? Does it make you want to act?

And if you’re looking for ready-made analyses, here are some resources.

  • https://swiped.co/. This site contains hundreds of copy analyses of ad campaigns with explanations of what’s behind them. There are apology campaigns, examples of copy to encourage parents to take their kids to the dentist, and an old classic from Ogilvy about the Zippo lighter. There are a lot of retro ads here, but many copywriting principles remain the same.
  • https://swipefile.com/. Storage of successful copywriting work with a focus on ads, email campaigns, and landing pages.
  • Marketing Examples. Real-world examples of successful marketing and copywriting with short descriptions you can read in 30–90 seconds. And get insights for several hours.

Of course, don’t forget about Pinterest. You know what to do there: Search for creative ads and explore ideas.

M&M's ad example for copywriting

We believe writers aren’t just readers — they’re watchers and listeners, too. Video ads can be a great source of inspiration. So, here are a few resources that analyze video ads. Look for stories, references, plot twists, etc. After all, a video is also the copy, just voiced and visualized!

  • Ads of the World. A platform of creative advertising videos from around the world. Great for analyzing different styles and approaches.
  • Cannes Lions. A channel of the best videos awarded at the Cannes Lions Festival.
  • AdForum. A search engine for creative video ads from around the world.

Watch, listen, read, and take notes. Never underestimate the power of inspiration. Trust us: sometimes, after seeing a cool reference, the ideas will just flow.

Try different niches

Remember when we said copywriting is more than just short ad copy? Try different formats when you learn to be a copywriter. Some people fail at short form but are brilliant at scripts. Others write compelling emails without knowing how to craft a slogan. Explore niches to find what suits you best.

How to Practice Copywriting: Trivial Ideas That Work

We can guarantee you that you’ll get sick of reading and watching study materials by the third day without practicing. That’s why you have to practice while learning copywriting. All the time. From day one. We know it’s basic advice, but it works.

Yes, it is difficult to find a job without experience. But you can start building that experience from day one of learning to write copy. Here are some ideas.

  • Many organizations don’t have a dedicated writer. Offer your help to a volunteer or nonprofit organization, like an animal shelter or public association. Many will welcome you with open arms.
  • Imaginative projects. Think of a brand or product and create a tagline, copy, and social media description.
  • Is someone launching a startup? Does someone need social media help? And here you are!
  • Kinda. There are beginner videographers on TikTok who make commercials with products of famous brands. This shows the skills of the creator and attracts attention. You can make a similar blog with alternative slogans for famous companies or an alternative copy for famous ads.
  • Start a blog. It’s a good idea to describe your cases and their outcomes. It’s great for self-analysis and presenting yourself as an expert.

What will you choose?

Advertising for alcohol example

Cheat Sheet for Briefing Your First Client

One day, you’ll get a real client. An ideal customer provides a very, very detailed brief that describes the target audience, the brand voice, campaign goals, and so on. But this is not always the case. If the brief is vague, that’s not a dealbreaker.

First, do your own research: review their website, social media, and recent ad campaigns. Once you have an idea of what you need to do, ask the client for a video interview. A 20-minute call will save you hours of work because, after the interview, you will know WHAT to write about.

Here’s a list of questions you can ask (you don’t have to ask all of them, just the relevant ones):

  • What are the main features of your product? What problems does it solve?
  • How is it different from competitors?
  • What’s the purpose of this copy?
  • Where will the copy be placed? Will it be accompanied by visuals?
  • Who is the target audience? What are their pain points?
  • Where does this copy fit in the overall campaign?
  • What’s your company’s tone of voice?
  • Are there examples of copy you like?

Tip: You don’t have to ask questions directly. It may seem like you’re unprepared for the meeting. Instead, ask, “Do I understand correctly that our target audience is female entrepreneurs aged 40–45?”

Copywriting for an ad example

How to Learn Copywriting Skills: Final Words

This guide may have given the impression that a copywriter should know everything, be able to do everything, and be responsible for everything. But that’s not the case. We’ve tried to show that a good writer needs a wide range of knowledge to do their part of the job. It’s like a doctor: it seems that they just give you an injection, but first, they analyze your condition, decide how to place the needle, and understand how to avoid side effects.

You are not responsible for the outcome of the entire campaign. Often, a copywriter is part of a team that includes marketers, designers, SEO experts, content managers, and PR specialists. However, you are responsible for creating high-quality copy that fits the goal, campaign, and audience and is accurate and relevant. Your part in the process is essential.

Exciting, isn’t it?

FAQ

How can I learn copywriting by myself?

To learn copywriting on your own, learn the basics of writing (e.g., On Writing Well: The Classic Guide To Writing Nonfiction by William Zinsser) and the basics of marketing (focus on target audience, brand positioning, buyer behavior, and sales funnels). Practice different types of writing while learning copywriting. Analyze popular, well-known, or favorite cases and analyze the reasons for their success.

How to start copywriting from scratch?

If you want to learn to be a copywriter from scratch, take free courses, like those on Udemy, and learn the basics of writing and marketing. Try different niches (ads, email, content writing, SEO copywriting, etc.) to choose a field in which you want to grow. While you are studying, put everything into practice. If possible, get a volunteer job as a copywriter, start a blog, or build a portfolio from course assignments.

What are the 3 C’s of copywriting?

The 3 C’s of copywriting are clear, concise, and compelling ― the hallmarks of a quality copy.

What are the 5 steps of copywriting?

  1. Study the product.
  2. Identify the target audience.
  3. Determine the purpose of the copy.
  4. Create a copy concept.
  5. Write the copy.

Is copywriting a hard skill?

It depends on the person’s inclinations. Copywriting requires knowledge of marketing, consumer behavior, and persuasive writing. With practice, it gets easier.

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