Is Copywriting Still in Demand? Yes, But With a Few Caveats

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Maybe you’ve been thinking about a career in copywriting. But given ChatGPT is taking the world by storm, maybe you’ve been asking yourself, Is copywriting still in demand? Is it a smart field to enter? What if the robots come for my job?!?

Here’s the thing: As I update this post in August 2024, I can confidently say that copywriting is still very much in demand. That doesn’t mean AI hasn’t had an impact. It has, but not to the extent that some folks might have you believe, at least not yet.

But just because copywriting is still in demand, that doesn’t mean anyone who wants to “be a copywriter” can simply snap their fingers and start making six figures overnight.

Copywriting is a skill. And yes, it is a learnable skill, provided you have basic writing chops and a willingness to learn.

But let’s get back to the question: Is there still a demand for copywriters?

Here’s what to know.

Is copywriting still in demand? Yes. But we need to discuss definitions to understand why.

Thirty years ago, copywriting had a much narrower definition. But thanks to the Internet, which birthed digital marketing, the word copywriting today is often used interchangeably with phrases like content marketing, marketing writing, content writing, or even freelance writing.

You’ll see discussions on other sites—including respected sites—that copywriting and content writing are two different things. Purists say copywriting is all about selling and that content writing is all about engaging. I disagree. All content must be engaging. And on some level, all content is “selling,” even if it’s only on a subconscious level by creating brand awareness.

For example, the goal of the “how-to” blog posts on a business website is to lure people in through organic search with the hope that some of those folks will become customers somewhere down the road. (That’s a simplified way of looking at it, I realize, but you get the idea.)

Businesses wouldn’t spend the money on developing that content if they didn’t see ROI. That’s basic business 101.

Engaging people is part of the selling process, especially at the beginning when prospects are learning about the brand. You also need to engage people at the end of the sales process when you’re asking them to fork over their hard-earned cash.

It’s true that businesses (and writers) tend to focus more on engaging the audience than “hard selling” when people are just learning about the brand or they’re in the very early stages of researching solutions to their problems. It’s also true that writers will use more persuasive tactics in content designed to convert people ASAP.

But good copywriters understand this distinction. They know how and when to write content that simply engages, and how and when to write engaging content that sells.

And vice versa. Good content writers know how to sell. What we happen to call ourselves is semantics more than anything else at this point.

When I say copywriting, I mean all of the following (and then some):

  • Email copywriting
  • Direct mail copywriting
  • Content marketing
  • Marketing copy
  • Social media copywriting
  • Website copywriting
  • SEO copywriting
  • Scriptwriting (think videos or TV spots)
  • Radio advertising
  • Print advertising
  • Digital advertising

The job titles follow:

  • Email copywriter
  • Direct mail copywriter
  • Content marketer
  • Content writer
  • Marketing writer
  • Social media content writer
  • Website copywriter
  • SEO copywriter
  • Advertising copywriting

This isn’t an exhaustive list, either.

So, is copywriting still in demand? Yes, and here’s some data. 

Why am I so sure? Simple. Content makes the business world go round.

Think of all the content you encounter throughout the day—content that’s trying to sell you something. It could be a TikTok, Instagram reel, YouTube video, website landing page, blog post, TV commercial, or email promotion. (I could go on.) Someone needs to write that content, and no, AI can’t do much of it well at this point, and it sure as heck can’t do it without human involvement.

Some organizations have their own writers on staff, some outsource to freelance copywriters like me, and some do a combination of having a staff and outsourcing overflow work.

Consider these stats about the copywriting and content marketing industry:

I just did a search on “copywriter” on LinkedIn.

There are over 1100 listings (which include other titles besides “copywriter,” like content writer. More evidence that you can use the terms interchangeably).

What about AI? Isn’t ChatGPT going to affect copywriters?

The buzz around ChatGPT took us all by surprise, leading to fear and dire predictions about writers (and lots of other people) losing their jobs.

AI has undoubtedly affected some writers. I’ve been searching for stats on how many writers in the US have lost their jobs to AI, but I’m coming up empty as I update this blog post in August 2024 (I imagine we’ll start seeing numbers from reputable sources in 2025). Personally, I had a client pull back after spending $30,000 on an annual license with an AI product. (They’ve since come back to me twice on two writing projects, which was amusing to me.)

Here’s the thing: AI is a tool like any other tool. But you still need someone who knows how and when to use it.

Savvy businesses either know this or will figure it out the hard way. You still need human writers. Will that still be the case in 10 years? I suspect yes, although I don’t have a crystal ball.

The reason I’m not especially worried about generative AI like ChatGPT coming for me is because effective writing involves thinking.

It involves understanding nuance. It involves understanding that sometimes breaking a grammar or punctuation rule makes sense because the writing simply sounds better. ChatGPT’s biggest downfall is that it doesn’t think. Also, it’s not proactive. It’s not tapping me on the shoulder saying, “Hey, we should repurpose this blog post in these five ways.” Or “that conversation you had with the client’s customer could make a great social media post.” It’s not client-facing. Not to mention, I don’t trust it to get things right. (Forget using it for research at this point, although that’s bound to improve and quickly.)

Bottom line: ChatGPT needs humans more than we need it, at least right now.

But like I said, ChatGPT is still a great tool.

Things ChatGPT does well that can help writers:

  • Analysis. For example, give it three of your client’s competitors’ websites and have it create a short report on themes, keywords, and opportunities.
  • Brainstorming. From blog post titles to email subject lines.
  • Outlining. Short-form and long-form content.
  • Interview prep. I use it to help develop questions to ask subject matter experts.
  • Audience profiles/personas.
  • Transcript review/consolidation.
  • Feedback. Ask it to provide feedback on your writing.
  • The custom GPTs are constantly evolving and worth keeping tabs on.

OK, but you’re beyond the midpoint in your career. You can ride it out until retirement. What if I’m thinking of pivoting into copywriting?

This is the smarter question to ask. I see lots of different newbie copywriters out there. Some see it as a quick way to six figures because someone on YouTube lured them into this thinking. Yes, some copywriters make six figures, and some do it quickly. But these folks tend to be unicorns, not the norm. It’s hard to achieve those numbers quickly, and even harder if your writing skills aren’t strong. And if your primary language isn’t English and you’re focused on US-based brands? That’s even harder.

So having realistic expectations at the outset is critical.

Some other things to keep in mind before you dive into copywriting as a career:

  • The copywriters who enter today and who will still be around 10, 20, or 30 years from now are the ones who will lean into AI. They’ll become adept at using AI to produce winning, on-brand copy and more (analyses, marketing plans, brand bibles, etc.). They’ll stay ahead of the curve.
  • The copywriters who enter today should consider expanding their skills beyond writing. The more related skills you can develop—design, branding, marketing, etc.—the more invaluable you’ll make yourself.

Bottom line: Copywriting is still in demand, but with a few caveats, as noted above.

So what should you do if you’re still interested? Be realistic. Never stop learning. Regarding the latter, I have three items to get you started. And the first one is free.

Here are two books that I recommend to new copywriters. Note: I use Amazon Affiliate links. If you use one of the links to buy something, it won’t cost you more, but I’ll earn a small commission. I only recommend stuff that I believe in. I own both of these books.