Getting Started in Copywriting

Copywriting is writing that prompts a reader to take action. That action might be buying a product, signing up for a service, donating to a charity, or simply changing an opinion.

It’s different from journalism, content writing, or creative writing, although it draws on skills from all of these. Good copywriting combines:

• Persuasion — understanding what motivates people
• Clarity — communicating simply and directly
• Strategy — knowing what you’re trying to achieve
• Craft — writing well at a technical level

Copywriting is an unregulated profession. You don’t need a degree or formal certification to work as a copywriter. Clients are more likely to request writing samples than evidence of your qualifications. 

What matters more:

• Your portfolio — evidence that you can write
• Your understanding of marketing principles
• Your ability to learn and adapt
• Your professional approach

Useful backgrounds:

Many copywriters come from journalism, marketing, English literature, or advertising backgrounds. But successful copywriters come from all sorts of careers, including teaching, law, science, and retail. What matters is your ability to write clearly and understand audiences.

Training options:

While not required, copywriting courses can accelerate your learning, boost your confidence and connect you to other professionals. Look for practical, portfolio-building courses rather than purely theoretical ones.

There are two main routes into copywriting:

In-house or agency employment

Pros:

• Regular income and benefits
• Structured learning and mentorship
• Exposure to different projects
• Team support and collaboration

Cons:

• Less control over work types
• Office politics and bureaucracy
• Often lower per-hour earnings long-term

Freelance

Pros:

• Freedom to choose clients and projects
• Flexibility on working hours and location
• Higher earning potential
• Variety of work

Cons:

• Inconsistent income, especially starting out
• Business admin (invoicing, tax, marketing)
• Isolation without a team
• You’re responsible for everything

Many copywriters start employed to learn the craft, then go freelance. Others go straight to freelance and learn on the job.

Focus on these core skills early in your career:

Writing fundamentals

• Clear, concise sentences
• Grammar and punctuation
• Tone and voice
• Structure and flow

Marketing basics

• How marketing funnels work
• Understanding target audiences
• Benefits vs features
• Calls to action

Research skills

• Understanding a business quickly
• Competitive analysis
• Customer research
• Industry/sector knowledge

Professional skills

• Briefing and scoping
• Handling feedback
• Meeting deadlines
• Communicating clearly

How to learn:

• Read widely — ads, websites, emails, landing pages
• Analyse what works and why
• Practice writing every day
• Take courses and read books
• Seek feedback from people who understand copywriting or marketing
• Attend ProCopywriters workshops

Getting started is often the hardest part. Here are some approaches:

Your network

• Tell everyone you know what you’re doing
• Offer to help friends’ businesses
• LinkedIn connections from previous jobs

Pro bono or discounted work

• Charities and non-profits
• Local small businesses
• Startups needing help

This can build your portfolio and testimonials. Set clear limits on scope and duration; free work should still be professional.

Freelance platforms

Sites like Upwork and PeoplePerHour can provide early work, though rates tend to be low. Use them to build experience, not as a long-term strategy.

Direct outreach

Identify businesses whose marketing could be improved. Make a specific, helpful suggestion. This takes confidence but can be very effective.

Getting started in copywriting requires building skills, creating a portfolio, and finding opportunities to practice. It’s a learnable craft, one that doesn’t require special qualifications. You just need dedication and continuous improvement.

Focus on understanding the fundamentals, practice regularly, and don’t be afraid to start small.