What is Freelance Copywriting in 2025? Here’s the Unvarnished Truth.

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OK, it’s time for my straightforward explanation of freelance copywriting based on my 22 years working as a freelance copywriter. Below, I begin by answering the burning question, “What is freelance copywriting?” But I also answer related questions.

What follows is my own unvarnished truth. Do I know everything there is to know about copywriting? Absolutely not. But I’m tired of all the rah-rah gurus claiming people can make six figures with zero experience after taking one course.

There’s nothing wrong with pursuing six figures. There’s nothing wrong with educating yourself by taking courses (with a few caveats, which I’ll get into below).

But there’s nothing saying you must make six figures—or that you will, even if you’re good. (Or that you’ll be happy if you do.) And there’s nothing saying you need a copywriting degree to become a copywriter.

Everything you need to know about copywriting you can learn online for free.

Yes, really. I’m living proof.

So this is (the beginning) of my attempt to set the record straight about copywriting, what it means to “be” a copywriter, and how to get started in copywriting.

If you want to jump to a specific section, I’ve created jump links in the list below for easy navigation.

Ready? Let’s go.

What is freelance copywriting?

To define freelance copywriting, we first have to define copywriting. Simply put, copywriting involves coming up with the words that sell stuff. And by “stuff,” I mean products (like Doritos, solar panels, nail polish), services (landscaping, HVAC maintenance, bat removal), and causes (politicians, nonprofits, blood donation).

The words must inspire action. The words must persuade. But before they can do either, the words must get noticed and resonate with whoever’s doing the noticing. In other words, the copy must engage.

That last line about how the copy must engage will ruffle some feathers, which I’ll address in a moment.

As for freelance copywriting . . . that simply means the person doing the writing isn’t an employee. They’re a freelancer who’s been contracted to write the website, marketing brochure, print ad, social media posts, video scripts, radio spot . . . you get the idea.

Are copywriting and content writing the same thing?

To answer this question, I need to provide some context—and a little history.

Forty years ago, content writing and content marketing didn’t exist. Those things came about once the online world took hold. Copywriters, however, did exist. (Think advertising copywriters like Peggy from Mad Men.) And direct mail copywriters. (You probably still get those long sales letters pitching you something.) And radio and TV commercial copywriters.

Copywriters wrote the words that drove people to buy stuff (products, services, causes). Good copywriters from yesteryear knew how to capture their audience’s attention and how to get them to act.

And that’s how it was until the 90s when the digital era dawned.

How the digital era affected writing

As more businesses developed their online presence (starting with a website), they realized they needed good content to attract visitors, engage them, and eventually convert them to sales.

Someone needed to write this online content, and those who did began calling themselves content writers and content marketers.

Where did that leave copywriters?

Many copywriters didn’t miss a beat. They recognized that content is content, and the label you call yourself is irrelevant.

The thing these old-time copywriters did have to learn was how online content works. When a copywriter writes an ad, they’re writing to sell. But with online content, you often take a few steps back before you get to that point. Some content (for example, blog posts like the one you’re reading right now) is more about educating people, while some content is more about selling.

Is there a reason why a copywriter of yore can’t write content that engages or educates instead of sells? Nope. Not unless the copywriter gets hung up on titles and semantics.

That’s why many people, including me, use the terms copywriter and content writer interchangeably.

Cue the cranky critics who insist copywriting and content writing are different animals.

Yep, the purists will tell you that copywriting is all about selling. It’s all about conversions. It’s all about shorter, action-oriented copy. The same purists will tell you that content writing is all about engagement. They’ll say the goal is to engage the audience, not sell.

But businesses don’t pay writers to write stuff merely to “engage” prospects and customers. Businesses have an ulterior motive: They want the sale. They want the customer. And they want to keep the customer. Businesses realize content marketing is a long game. But they wouldn’t put any money toward it if it didn’t ultimately lead to sales.

Understanding how copywriting works

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. (If you can’t keep their attention, good luck getting them to take the action you want.)

Sometimes, you’re engaging people who aren’t aware of the brand, which means they’re probably not ready to buy yet or maybe ever. But still. The reason the brand bothers with “engagement” in the first place is because it hopes a good chunk of those “engaged” folks will become sales somewhere down the line.

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 the content designed to get people to convert 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.)

Understanding what copywriters do

When I write something for a client, I don’t think about whether I’m doing copywriting or content writing. What I’m thinking about is the goal.

  • Am I writing an educational blog post about a topic people search for on Google? Maybe I’m teaching them something or helping them solve a problem. The goal isn’t to sell at all. It’s to help. It’s to plant a tiny seed in their brain about who helped them with their problem.
  • Or am I writing an email to existing leads who’ve already shown an interest in the business, and I’m inviting them to take the next step in their buying journey by registering for an upcoming webinar?
  • Or am I writing an email to an existing customer trying to upsell them? This copy will likely be shorter and heavy on persuasion because the person is already aware of the brand.

Everything I write must “engage.” Otherwise, people will ignore the content, hit delete, or toss it in the trash. But not everything I write asks for someone to hand over their money.

Sometimes, I’m asking for people’s time. Sometimes, I’m asking them to do something else, like download a piece of content. Sometimes, I’m writing a piece of educational content—like a report or white paper—and I know a good chunk of the people reading it might never buy from the business. Those folks are just looking for info. That’s OK. Because there will still be a good number of folks reading the longer educational content who ARE looking for the products or services the brand is selling.

Everything I do as a copywriter, content writer, etc., is in service to the ultimate goal of (hopefully) converting a person into a customer. (Or, in the case of a “cause,” getting them to donate, vote for the candidate, or call their state rep about an issue.)

This debate between copywriter vs content writer never dies, by the way.

It wasn’t until I started blogging here regularly, doing more on LinkedIn, and posting more videos to my copywriting YouTube channel that I became aware of this debate.

I’ve been calling myself a freelance copywriter since 2002. Much of my day-to-day work for clients is blogging, which the purists would consider content writing, not copywriting.

So, have I been calling myself the wrong thing for over 20 years? The purists would likely say yes. But here’s the thing: The folks I write the content for have never called me out on it—not the marketing agencies I work for, not the clients, no one.

That’s because the only people who care about the potential distinction between copywriters and content writers are copywriters and content writers.

Want more evidence that the line between the two is blurred? Look up job postings for copywriters, content writers, content marketers, etc. on LinkedIn, Indeed, Glassdoor, wherever, and I guarantee you that you’ll see what I’m talking about—you’ll see listings for content marketers that talk about writing sales emails and listings for copywriters that talk about writing blog posts.

My point: Don’t get hung up on the title. If you want to enter this field, you must learn how to write copy that engages and persuades—and how and when to lean more heavily on one than the other.

And yes, over time, you might find you’re working on one type of content more than others. Maybe you love writing hard-hitting sales copy for emails and long-form sales letters sent in the mail. Or maybe you love developing a brand’s voice. Perhaps you’re a wiz at writing educational blog posts and guides.

Groovy. Let the content guide you on how to write it. Don’t fret about your title.

Where do copywriters work? What about freelance copywriters?

Writing makes the online business world go round. Copywriters work for advertising agencies, marketing agencies, big brands, small brands . . . OK. You get the idea.

As a freelance copywriter, I do contract work for marketing agencies, where I’m placed on different client accounts. I also do contract work directly for businesses where I usually work with someone in the marketing department.

If you want to get an idea of what jobs are available, search for “copywriter” or “content writer” on LinkedIn or Indeed.

How much money do copywriters make? (AKA: Are you obsessed with becoming a member of the blessing?)

This varies greatly. I wish I could tell you that most writers fall into this or that category, but the reality is that the money is all over the place.

The six-figure and millionaire copywriters on YouTube (the ones selling courses) exist, but I consider them unicorns. And by “unicorn,” I don’t mean only one or two. More than one or two do indeed exist—a flock, if you will. A flock of unicorns is called a “blessing.”

But just because a blessing of them exists doesn’t mean you’ll enter the blessing six months after you start—or ever.

I’ve been doing this for 22 years, and revenue-wise, I haven’t broken the six-figure mark yet. I’ve been consistently in the mid-80s (US dollars) for the last several years. I’m embedding a video below that will walk you through my 2023 numbers.

Here’s a link to an article that outlines how much I’ve made over the last 20-plus years, including the early years. (Spoiler: It was under $10K in 2003.)

A six-figure income is well within my reach now, but it wasn’t when I started—or even ten years ago. I don’t actively pursue it for a couple of reasons:

  • I’m comfortable where I am.
  • My focus right now isn’t just on serving clients and making money (I’m trying to build other sources of passive income, which takes time).

If you have ZERO writing experience, you’ll be hard-pressed to make six figures (whether you freelance or find a full-time gig) within the first year or two. Yes, YOU might be a unicorn. And if you are, great. But most people don’t go from zero to six figures overnight—or after taking one course.

And some writers like me never break that vaulted six-figure threshold and do just fine.

But let’s look at actual data, shall we?

Here’s what Salary.com has to say about the average salary for a copywriter in the U.S. as of July 2024.

screenshot of salary.com web page showing copywriter salaries

Here’s what the American Writers & Artists Institute (AWAI) has to say.

screenshot of AWAI's copywriting salary page

And here’s what The United States Bureau of Labor Statistics has to say about the job outlook for writers and authors (which includes copywriters, according to its definition).

screenshot of us bureau of labor statistics copywriting page

I can’t speak to averages in other countries.

My biggest suggestion if you’re reading this and you’re outside of the U.S. is to network with copywriters, content writers, and marketers in your area (or the nearest major city to where you are).

Yes, one of the nice things about copywriting is that you can do it from anywhere, and it doesn’t matter where the business is located, either. But the reality is often different, right? If English isn’t your first language, you might face challenges breaking into copywriting for US-based businesses. I’m not saying it’s impossible, but it’s an incredibly crowded landscape.

I always advise writers to start local first. How do businesses in your area or your country market themselves? What does the marketing scene look like? Are there any digital marketing agencies in your area? Do the local universities have marketing courses?

Marketing is the big umbrella under which all the various roles—like writers, designers, web developers—often reside, which is why I recommend starting there.

I can only speak about being a copywriter in the US (and one whose first and only language is English).

So, what I’m writing next will be coming from that lens.

If you’re like me and you’re in the U.S. and English is your first language, then keep reading. If not, I highly recommend connecting with copywriters, marketers, etc. in your country. Ask them about their experience, what pitfalls to avoid, and their recommendations for getting started.

Is it hard to become a copywriter? 

Saying whether something is hard or easy to do is somewhat subjective. Also, I think the real question is this: is copywriting hard to learn? And the answer is—like so many things in life—it depends.

Do you love to write? Are you a solid writer? Do you understand punctuation and grammar rules (yes, they do matter) and how and when to break those rules successfully? Do you love to read? (Great writers read widely.)

If you answered yes to the above (and I’m talking an honest yes) AND you’re willing to learn AND you’re realistic about how long it will take to learn AND you’re realistic about how long it might take to drum up work or find a job, then yeah . . . it’s not necessarily “hard.”

Learning copywriting takes effort. It takes time. It takes skill. And starting a freelance copywriting business or finding a full-time copywriting gig will take time and effort, too.

There is no shortage of gurus selling courses on how to become a copywriter and make gobs of money seemingly overnight. And I have no doubt that some unicorns exist. Heck, you could be a unicorn.

But for the rest of us—those who are working a full-time job and transitioning into copywriting, those who are interested in learning copywriting but not sure if they have what it takes, or those who are just a bit slower when it comes to launching into something new—it will take time.

Copywriting isn’t crypto. This isn’t something you just do or play around with (like buying low, selling high, and making a huge profit).

Why?

Because copywriting careers are built on relationships, not transactions.

At least, the long-term careers are.

Yes, there are copywriters out there who are more transaction-focused. They write emails or sales letters selling a product or service and have royalty agreements so they get a cut of every sale. You might see these folks on LinkedIn or YouTube touting how much money they’ve made for clients—and themselves.

It’s one approach to copywriting. The copywriters and content writers I know and follow don’t fall into this camp. (The ones I follow and hang with are more like me, freelancers who work with small businesses and agencies.)

I might sound judgmental of the royalty-based approach, but honestly, I’m not. If someone loves doing royalty-based work, that’s great. There’s a place for all of us copywriters, content writers, and content marketers.

What I do have a problem with is people making it sound like that’s the only way to be a copywriter. There are many ways to be a copywriter—that’s just one of them.

And I’m not suggesting that royalty-based copywriters who focus on emails only or direct mail don’t have relationships with their clients. No doubt, they do—especially the ones who’ve been at it a long time.

My concern is this: For folks just entering the copywriting business . . . I’m seeing too many of them get starry-eyed by the numbers. I’m seeing too many folks enter copywriting because they think it’s a fast and easy way to make good money. That’s more of the transactional, crypto mindset I’m warning against.

It’s not sustainable. That’s my hot take, my two cents. Based on private messages I’ve received from struggling writers who took these courses promising fast and steady success and money—only to discover, it’s not as easy as that or worse: They discover they don’t have the chops because they don’t know the basics of writing. (I could be wrong, but I don’t think the folks selling the courses are vetting who’s taking them . . . like, can you pass a basic punctuation and grammar test?)

How to get into copywriting?

OK, I have strong opinions on this. But they’re just that: opinions. There are many paths to Copywriting Land.

Here’s the thing: Everything you need to know about copywriting is free online. You can absolutely teach yourself. But not everyone has the personality for that autodidactic route. I get it. You want a comprehensive course that teaches you what you need to know so you don’t have to waste endless hours cobbling together your education.

I don’t recommend pouring money into courses straight off the bat.

First, ask yourself if you know how to write. Do you understand grammar rules? Do you know how to punctuate? Yes, editors and tools like Grammarly can help you polish your prose, but unless YOU understand the rules first, those tools can’t save you from yourself. (You can try the free version of Grammarly here. That’s an affiliate link; I’ll earn a small commission if you sign up or buy.)

So be honest with yourself. If you’re struggling with the mechanics, start there. (Those are learnable skills.)

Do you enjoy writing? Being a copywriter is like being back in high school or college when you were assigned a term paper—except now, you have those assignments daily. Does that sound awesome to you? Again, be honest.

I think some folks are lured into the idea of copywriting—the freedom to do it anywhere. The ability to set your own rates if you freelance. The giddiness that comes from the idea that you can make money—and maybe even a lot of money—by putting words on a page.

And yet, some of these folks don’t like writing. They don’t want to do the work.

Copywriting takes work. Period. Full stop.

Yes, even with a good AI assistant. (And that’s all ChatGPT is right now. A good tool and assistant. More on AI below.)

If you love to write and are confident in your writing skills, that is GREAT.

You’re ready to learn. There’s no shortage of online courses (paid and free).

Again, I’m a big believer that you can learn everything you need to know for free—or pretty close to it.

I created a free 14-week introduction to copywriting blueprint. This self-directed “course” covers inbound marketing, content marketing, and copywriting basics. I lay it out, but it’s up to you to execute.

You’ll learn about copywriting tips and techniques, copywriting strategy, and how to write effective marketing copy.

I’m embedding the video below. Click through to the YouTube description so you can see the entire course with all the direct links.

I also recommend two books for your Marketing and Copywriting 101 journey. (I’m using Amazon affiliate links. It won’t cost you more if you buy, but I earn a small commission if you do buy. I only link to stuff I believe in.)

✅ The Copywriter’s Handbook by Robert Bly (Amazon affiliate link)

✅ Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses by Nancy Harhut (Amazon affiliate link)

The first book is the one I turned to when I got started in 2002. Bob Bly is a legend. I moved a couple of years ago, and I lost my copy in the process. So, I bought a new copy this year—the improved and fully updated edition.

And Nancy’s book on behavioral science is a GEM because it’s so comprehensive.

How is AI affecting the copywriting landscape?

Ask 20 copywriters about AI and you’ll get 20 different opinions. The one thing I am confident about is this: No one knows with any certainty how AI will affect the copywriting landscape. Certainty only comes in hindsight.

But here’s my hot take as I answer this question in July 2024.

AI is not new, generally speaking.

But widely accessible large language models (LLMs) are, relatively speaking. ChatGPT was the tipping point because it’s the LLM that everyone started talking about back in late 2022 and early 2023 and started playing around with, even if only to experiment for a day or two.

ChatGPT 4o is an excellent tool for many things except writing original content with an authentic voice (even with training). 🙂 That’s where we’re at with it right now. But I suspect ChatGPT will get better with time.

However, and this is a BIG however, ChatGPT isn’t going to replace all human writers.

Sure, some folks will fall away. Honestly? They probably would have anyway.

But the reason I’m not especially worried about AI 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.

For example, ChatGPT won’t be privy to the magical conversations you have with clients when they share a random aside, and you’re like, “THAT would make a great blog post, video, social media post.”

Bottom line: ChatGPT needs humans more than we need it.

That said, ChatGPT is 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 challenge is that not every business (even the big guys) will necessarily agree or realize that human writers are still needed. They might think all they need is an AI product. I suspect they will learn the hard way that having an AI tool isn’t enough. It’s a hammer. And you still need someone who knows how to wield the hammer. And even more importantly, you need someone who understands what it takes to build a solid house.

Check out my YouTube playlist devoted to my experiences with ChatGPT and AI.

How to get copywriting clients

If you’re just getting started (and the fact you’re reading this article suggests as much), resist the temptation of worrying about how to get copywriting clients or how to build a copywriting portfolio.

You’re not there yet.

And if you put those things above learning what copywriting is, you’ll likely distract and derail yourself.

I’m not saying you need to put these things on pause for years. But I strongly recommend doing the following first:

  • Learning everything you can. Take the time to learn the basics of copywriting, inbound marketing, and digital marketing.
  • Networking. Talk to copywriters in your area and ask them about their experiences, pitfalls to avoid, and what they wished they had known when they were starting out.
  • Practicing your copywriting skills. My 14-week self-directed copywriting course includes copywriting exercises, like writing headlines.

You might even put your skills to work by offering your copywriting services to friends and family. I can almost guarantee that someone you know owns a small business. Practice what you’re learning by offering to write content for that small business owner: a website page, an email, or a LinkedIn profile. What you do can eventually go into your copywriting portfolio.

But again, start by taking a few steps back and learn everything you can. Be a sponge. That’s my recommendation. It’s not the law.

Some folks have a knack for diving into the deep end and doing well with little experience. If that tends to be you, OK. You know yourself best. You might have luck learning about copywriting and building a copywriting business concurrently.

But be honest with yourself. If that’s not you, you might benefit from taking a breath and a few steps back. (And it might feel less overwhelming in the long run.)

When you are ready to take the next step, I have content that can help:

Got more questions about copywriting?

Check out my YouTube channel or read other articles on my blog.

Product Description Copywriting: Before & After Examples

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Product description copywriting should absolutely tell prospective customers the info they need to know. Things like material, quality, size, etc. All those features that will influence a person’s buying decision.

But consider all the product descriptions we encounter when we’re shopping for something. What will make yours stand out compared to all the rest?

Personality. Creativity. Something unexpected, like fun sentences and turns of phrases instead of the same ol’, same ol’. Some products are famous for their descriptions (like The J. Peterman Company). But I’d be willing to bet most products are famous for having boring descriptions.

Don’t be boring or predictable with your product description copywriting. Taking the time to craft thoughtful, funny, whimsical, engaging, or creative product descriptions will resonate with customers, even if only on a subconscious level. Yes, product descriptions should reflect the brand you’re writing for. (Otherwise, there will be a massive disconnect.) So, if the brand has yet to develop its brand voice, focus on that first. Then, have at it with your product descriptions.

Product Description Copywriting Example

My nephew recently ventured into the world of e-commerce, and he asked me to help him write some of his products’ descriptions. Here’s a before-and-after. See what you think.

Here’s the “before” product description

Here’s the “after” product description

Notice the description still covers the same key features, but it does so in a much more interesting and memorable way.

Are you new to copywriting? Here are my go-to resources.

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.

Or are you a brand looking for creative product descriptions or some other form of content writing?

Check out my copywriting portfolio and copywriting service pages and let’s chat.

Honest Marketing Copy: Ready for “Risky” Conversations?

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Note from The Copy Bitch: I wrote this post in 2010, meaning SEVEN years ago (as I sit here reviewing it on 7/9/17). I was talking about “authentic copy” and “honest marketing copy” seven years ago, and now I’m screaming it at the top of my lungs. Be real, people.

The other day, I had a frank conversation with a client. I said, “Is your product really all that different from your competitors?” The reason I was asking was simple: it was a standard product. I’d gleaned that much from our conversations and competitor research.

He was honest. He said, “When comparing this product across similar tiers/companies, no–we’re NOT different.”

So the challenge I posed to him was this: “So WHY should people work with/buy from you instead of your competitors?”

He didn’t have a ready answer.

But I probed further.

Turns out that many of his competitors are newer companies. There’s no telling how long they’ll last or if they’ll last (although they might). My client’s company, however, has been around for 20+ years (although dealing with a sister product–not the newer product he was trying to sell, but still). The product he was selling requires ongoing tech support. It’s not a “one and done” type of sale. In addition, my client had plenty of experience working with the target audience he was going after (restaurant owners and small retailer owners)–he’d been doing that for years with his main business/other product.

OK.

So I recommended an honest message. I recommended truth. “Hey, our products aren’t much different from our competitors’. The software is pretty standard across the board in regards to the technology. Pricing is similar, too. Sure, you might get a discount here, a free trial there, but at the end of the day, the products are pretty much the same. So why should you buy from us then? Well, what you WILL get from us is security–we’ve been around for 20+ years. Many of our competitors are newer companies. We’re not suggesting they’re going to go under. But what we ARE saying is that you can count on us being here for ongoing tech support. We’re not going anywhere. Plus, we’ve worked with people in your industry. We already get what your challenges are, so we’ll set up the system to work with your business.”

See that? An honest message. A REAL message. Not sexy. Although in some ways (perhaps the same way I found James Comey very sexy during his testimony) it IS sexy.

Because the truth is sexy.

Authenticity is sexy.

Or refreshing, at the very least.

#gettingoffmysoapboxnow

Check out the original post from 2010 below.

Last month, HubSpot released some great news for me: a blog post titled “Calling All Content Creators: Marketers Spending More on Content in 2010.”

But the Great Content Proliferation of 2010 could prove problematic for businesses, and here’s why: now more than ever, what you say and how you say it matters. Yes, those two things have always mattered, but considering how fast The People can rebroadcast your messages via Twitter, Facebook, texts, and other social media, there’s A LOT of pressure on your words.

From my perspective, this means that “corporate speak” is a dying strategy when it comes to creating content, even in notoriously corporate industries. Stuffy, aloof, third-person, passive “Mistakes were made” ways of talking to customers won’t work when there are too many other CEOs who blog, tweet, text, and post status updates on fan pages in a conversational and familiar tone.

In other words: only real, authentic copy and messaging will rise above the endless chatter, not the platypus copy that results from well-meaning, but out-of-touch folks who red-line every natural phrase, who remove every bit of Chunky Monkey personality from the copy, who turn the copy into safe vanilla because it’s well, safe, even though it just won’t work in such a competitive vanilla-filled landscape.

You need to take risks with your copy, with your conversations, if you want your business to stand out in 2010.

But let me be clear about one other important point: the only thing risky about these conversations is the fear I guarantee 80 percent of my readers are experiencing right now. What I’d really like to call this newsletter is “Ready for REAL Conversation?” But we’re not there. Yet.

So let’s forget the adjectives and focus on the word conversation. The following addresses many of the questions I get from clients and onlookers alike regarding this pesky word.

1. What is conversation?
If you look it up, the keyword phrase you’ll see in most definitions is this: “informal discussion.” The very definition of the word gives you permission to have an informal tone.

2. Why should my tone with customers be informal?
Conversational, how I love thee! Let me count the ways! Informal methods (active voice, contractions, shorter words, shorter sentences) make your message easier to understand and retain. The formal method (no contractions, passive voice, $5 vocabulary words, longer complex sentences) involves more time and thinking. Need another reason? How ’bout this: because The People are accustomed to it now more than ever, thanks to 140-character texts and tweets. More? Okay, I saved the best for last: because it works.

3. So you’re advocating the dumbing down of society?
Not at all. I advocate that people read widely (fiction and nonfiction) and that they read balanced arguments about issues. But b2b and b2c copywriting should not sound like Proust. Why? Because reading Proust takes time. Ask yourself this: how much time does your audience have to read, understand, and remember your message? Not much, since they’re busy working, going to meetings, cooking, shuttling kids to soccer practice, working a second job, paying bills, shopping, sporting, and reading Proust. (Okay, I doubt most of your customers are reading Proust. Which should tell you something. But they’re likely doing those other things.)

4. I don’t believe you.
That’s okay. The proof is in the conversions. The best thing you could do is a split test (also known as A/B testing). Sending out a sales letter? Have two versions–a “professional” version and a “completely conversational” version. See which one converts better. My money is on the conversational one. You can do the same testing with email newsletters (start by testing subject lines) and website landing pages.

5. But conversational isn’t my style!
So what is your style? Pedantic? I doubt it. Listen, there are different levels of conversational (and the level you opt for will depend more on who your audience is rather than who YOU are). You don’t need to go the full monty the first time out of the gate. I understand–and accept–that not everyone, nor every business, can get away with using a well-placed “horse shit” in their copy. But a bunch of businesses can. And the ones who can’t could still have clean fun with “horse manure.” (Face it: “manure” is a funny and memorable word, especially when used in business writing.)

6. Okay, I’m not pedantic. But how can I do this conversation thing in my copy?
Listen to me: you already do. You just don’t know it. The absolute best thing you can do is this: record yourself having a conversation with someone about your business. Do not secretly record the conversation a la Linda Tripp, since this would be illegal. Ask permission and then record yourself talking to your marketing person, business advisor, co-worker, spouse, dog, whomever. (The dog is the last on the list because you really do need someone who can respond to you in order for this to qualify as a conversation. And if your dog talks back to you, there are other things we need to discuss first.)

Record yourself long enough so that you forget you’re recording. Just talk. Relax. Enjoy the conversation. Listen to what the other person is saying. Then respond. Lather. Rinse. Repeat.

Here’s what I’m betting you’ll notice when you listen back: how natural you sound. How authentic. How–holy crap!–conversational. You’ll be using contractions, colloquialisms, and short sentences. You might even start sentences with “and” or “but,” no doubt causing your poor sixth-grade English teacher to roll over in her grave. And guess what? The stuff you’re talking about will probably be interesting, specific, and concrete as opposed to the vanilla “expected” copy so many business websites succumb to. Your conversation will have personality.

Now do this: transcribe the conversation. YOU do it–don’t hire someone. I want you to feel the words as you type them out on your keyboard. I want you to see how they look on the page. I want you to envision how certain phrases and paragraphs would look and sound in your sales letter, on your web page, and in a marketing brochure.

Then ask yourself this: what risk is there in that?

(Note: I suggest doing the above exercise even if you use a conversational copywriter like me.)

7. But there IS risk! What if someone reading it thinks I’m an unprofessional moron?
Contractions won’t make you look like a moron. Neither will starting an occasional sentence with “but.” What will make you and your company look like an unprofessional moron? Misspellings and typos. Amateurish design. Unsubstantiated claims. Navigation that leads to the tenth circle of hell. Generalizations that waste my time. Hiding your contact info. Forms that don’t work. Sites that are blander than the vanilla ice cream that’s been sitting in my mom’s freezer since the Bush administration. The first one.

8. You say all this, but show me copy that works.
Okay. Check out these sites.

Conversational Copywriting: Don’t underestimate “chatty” writing

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Dear Copy Bitch: I’m banging my head over here because, once again, I’ve encountered a client who thinks writing web copy and feature articles in third person is “right” and that “conversational” is unprofessional. I know you advocate conversational copy, so how do you handle this with clients?

—Frustrated Copywriter in Boston

Answer: I feel your pain, Boston Copywriter. This writer does not believe that one should write in third person because the tone one creates is stuffy and aloof. (See?)

And I’d give my favorite George Clooney poster in exchange for the name of the first person who perpetuated the myth that conversational and professional are mutually exclusive terms.

You can be serious, professional, and conversational (next time you get “junk mail” for a charity, read it and consider the tone); fun, professional, and conversational (ditto for junk mail trying to sell you a new cell phone service or credit card); and annoying, unprofessional, and conversational (my neighbor, when he’s trying to sell God-knows-what from his balcony at 2am).

I wish I had a magic wand that I could wave over clients and it would remove any memory of the damage done by well-meaning high school teachers. “Formal writing” is fine for legal briefs and dissertations (I use the word “fine” loosely, because I think both of these items would be easier to read if written in a conversational tone). How many people go, “I’m in the mood for a good dissertation to bring with me to the beach?” No one that I can think of.

I’m also willing to say this: conversational copy is more important now than ever before, thanks to social media. You can’t have effective social media without having conversations, and you can’t have effective conversations if you’re not, well, conversational. As far as I’m concerned, this goes for ALL industries, even those notoriously “formal” ones.

So what can you say to your client? How can you prove your theory that conversational is more effective?  The best way is by conducting a split test, also known as A/B testing, because the proof will be in the conversions.

For web pages, this works really well, and it’s cost effective. Set up two landing pages for a particular campaign and have one page be in “client speak” (let the client write it–just edit it for typos) and the other be in your winning “conversational tone.” See which one converts better.

One thing you should keep in mind is this: it’s hard for some people to let go of rules that they’ve been holding onto since the sixth grade. Either accept this and applaud their baby steps or start working with those folks who recognize the beauty and effectiveness in a well-placed “bullshit.” (Guess which direction I’m taking my business in?)

Learn more about my no-BS approach to marketing writing here.

Burnout and Creativity: Sometimes You Need to Walk Away

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Ah, burnout and creativity. The two go together like PB&J, milk and cookies, sprinkles and ice cream . . . OK, you get the idea. But just because you’re a creative—a copywriter, fiction writer, whatever—that doesn’t mean you must burn out.

Here’s a question I got from a site visitor about burnout and creativity. . .

Dear Copy Bitch: We’re kindred spirits: I’m a copywriter by day, and at night (for the last three years anyway) I’ve been working on a memoir. Lately, I just can’t seem to do either well, even though I try forcing myself to write through it. I’ll admit that sometimes I work seven days a week, but I’ve always seen this as dedication to my craft. I don’t know. Maybe I’m just blocked. Would love to get your take. Thanks. Love the blog!

—Miami Memoirist

Sometimes, the most important thing you can do when the writing isn’t clicking—be it client copy or creative writing—is to step away from the computer, throw down your legal pad, or cast aside your journal.

Listen, I don’t believe in writer’s block, and I’m the biggest proponent of “Ass in Chair” and banging it out and working through it because I know that nine times out of ten, you can. But then there’s that stinky tenth time. You know, the one that causes neck and back spasms that leave you drooling on the carpet. The moment when you just. Can’t. Write. Another. Word. (Again, I don’t think this is a block; it’s your mind’s way of telling you it needs a rest—there’s a big difference.)

What to do when burnout and creativity clash?

So step away. From the whole gosh-darn thing: from the room in which your computer purrs, from the house in which your writing festers, and get thee somewhere else. Anywhere. The park, the movies, the bookstore, your best friend’s house. Just get out. Leave it alone. For as long as you can manage (ideally 24 hours, but I realize this isn’t always feasible—even a morning or afternoon can do wonders). Try not to think about it (ha!). Seriously, though, give yourself permission to breathe and to take a break and to allow your mind and body a Take Five.

Go back to it the next day and see what happens.

Now, start carving “Take Five” time like this into your schedule. If you draw peace and inspiration from spending one morning a week with the dogs at the dog park, then book it. If you love film and feel that a Wednesday matinee is one of the best things since George Clooney’s birth, then block out that time and don’t feel guilty, either. This is one of freelancing’s perks. Take advantage of it. If you need yoga three times a week to keep the mental muscles happy, do it. Dedication to craft is commendable. But so is dedication to your own sanity and self-care.

And if that doesn’t solve the creative burnout conundrum?

Maybe you need to walk away a bit longer. If you can, take it. (I know this is hard if you’re a freelancer, but if you have to “call in sick” for a few days, do it. Let clients know you’re sick and all deadlines need to be moved out X days. Note: I don’t always follow my own advice. Be gentle with yourself, too.)

If you need help—ask for it. (I also know this is easier said than done. But your mental health is important.)

Sometimes you need to do something more drastic with your creative life. I had a come-to-Jesus moment like this a few years ago when I was spiraling because of my fiction writing life. I stepped away from it for the first time in 20 years, and DAMN, was that hard. But I needed to do it.

I’m not sure how to end this missive. Just know you’re not alone. Try to find those folks who can support you. And do the self-care you need to do.

Need inspo? Here are two of my favorite books on writing.

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 and regularly recommend them to fellow writers.

  • Bird by Bird: Some Instructions on Writing and Life by Anne Lamott. This is a classic. I got this as a Christmas gift from a guy I loved back in the mid-90s. It’s the best thing that came out of the relationship. 😉
  • On Writing: A Memoir of the Craft by Stephen King. If you’re not a Stephen King fan, you might be tempted to skip this recommendation. Don’t. You don’t need to be a fan or familiar with his work to appreciate this incredibly honest book.

Cost-Per-Click vs Cost Per Click: Will it Cost Less if You Lose the Hyphens?

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Dear Copy Bitch: We are always having these debates in the office.  I am always on the losing end, but I think I’m right.

1. Is website one word or two?
2. Do you capitalize internet?
3. Do you put dashes between “cost-per-click”?

I know I have others, but now of course, I can’t think of any of them. I thought maybe other people need/want to know the answers.

~ Becca S, New York, New York

Well, you might not love my answer, which is this: It depends. It depends on the style guide you follow (AP, MLA, Chicago, etc.) and/or the rules your company or publication has adopted.

And keep in mind that language is fluid. The so-called “rules” change.

Back in 2002 when I started my copywriting business, I wrote “Web site” as two words, complete with a capital W. Now I write “website” as one word, but I occasionally see it as two words even now.

As for “Internet,” I follow the rule that it’s the name of a place, just like Paris and Boston. So I capitalize it. But plenty of reputable pubs don’t.

As for cost per click vs. cost-per-click (with hyphens), same answer: It depends on the person, the editor, the business owner, the publication. For me, I follow this rule: I don’t usually use hyphens if the term is used as a noun: What was the cost per click for the most recent ad campaign? or The cost per click was $1.45.

However, if a term is used as an adjective, that’s when I’d add hyphens: We need to be mindful of our cost-per-click budget. But again, I see sentences that violate my rule all the time (and I’m sure some smart reader could point out places where I violate my own rule).

The key is consistency. Be consistent with your usage and follow the organization’s style guides. All publications have style guides. Smart companies should have internal style guides that address items like the ones you list above (in addition to other things, such as serial commas). Anyone who creates content for the company (marketers, copywriters, consultants, etc.) should receive copies of the style guide (and adhere to the rules).

Language is fun. Here are my go-to writing and editing resources.

Note: I use affiliate links for some of them. 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.

  • Grammarly. The free version is great at catching critical errors. I used it for about a year before upgrading to the premium tier, and I’m glad I did. You can sign up for the free version here. (If you sign up or buy via my affiliate link, it won’t cost you more, but I’ll earn a small commission.)
  • A Writer’s Reference by Diana Hacker and Nancy Sommers. (Amazon affiliate link link.) I have the fifth edition, which is excellent. I’m thinking about upgrading to the 10th. Hacker was incredible. She died in 2004, but her memory lives on.
  • Dreyer’s English: An Utterly Correct Guide to Clarity and Style by Benjamin Dreyer. (Amazon affiliate link.) Another gem. I gave this one to Mr. Word Nerd.

How to Write Like a Lawyer. Hint: Don’t.

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If you’re wondering how to write like a lawyer, you’re probably in law school, thinking about law school, or thinking that writing like a lawyer will make you sound smart.

Well, here’s a story for you: A bunch of years ago, I taught a first-semester writing course to law students. The reason why this brave little law school hired me, a freelance copywriter and fiction writer, is because it wanted someone to teach these folks how to write clearly instead of like the stereotypical lawyer.

One of my former students, now an attorney, sent me an email the other day that said, “I just had to read a clause in a legal contract. Guess how many words it had in it? I’ll give you a hint: slightly more than twenty.”

(I used to tell ’em to keep sentences as short as possible to make for easier reading. No, this rule doesn’t apply to everything. But it’s not a bad rule to guide you, at least in professional writing, which is what lawyers do.)

How to write like a lawyer: Don’t do this.

I asked my former student to remove any identifying info and send me the clause, which he did. It’s below.

Company and Mr. Smith Release.  For good and valuable consideration, the receipt and sufficiency of which are hereby acknowledged, the Company and Mr. Smith (the “Company Releasors”) do hereby remise, release and forever discharge and by these presents do for themselves and their successors, assigns, subsidiaries, parent corporation, affiliates, insurers, and past, present and future members, managers, employees, agents, and representatives remise, release and forever discharge Ms. Jones and her successors, legal representatives and assigns (the “Jones Releasees”) from, against and with respect to any and all actions, accounts, agreements, causes of action, complaints, charges, claims, covenants, contracts, costs, damages, demands, debts, defenses, duties, expenses, executions, fees, injuries, interest, judgments, liabilities, losses, obligations, penalties, promises, reimbursements, remedies, suits, sums of money, and torts of any kind and nature whatsoever, whether in law, equity or otherwise, direct or indirect, fixed or contingent, foreseeable or unforeseeable, liquidated or unliquidated, known or unknown, matured or unmatured, absolute or contingent, determined or determinable but excepting and excluding the Promissory Note (collectively, a “Claim”) which the Company Releasors ever had, now have, or which the Company Releasors hereafter can, shall or may have against the Buyer Releasees, related to, for, upon or by reason of any matter, cause or thing whatsoever from the beginning of time to the date hereof related to, for, upon or by reason of any matter, cause or thing whatsoever; provided, however, that this Release shall not affect, waive, extinguish or otherwise release the Jones Releasees from any and all future claims which the Company may have related to the Promissory Note.

This doesn’t sound impressive, professional, or important. Do not write like this, ever. Even if you’re a lawyer.

(Note: I’m not an attorney, but you don’t need to write like this simply because you are one. To wit: my former student, the one who’s now a lawyer, was pulling his hair out over this piece of crap writing.)

By the way, here’s the writing reference book we used during class. I highly recommend it even after all this time.

I still have my copy (although it’s the fifth edition). The version I’m linking to here is the 10th: A Writer’s Reference by Diana Hacker and Nancy Sommers. Note: This is an Amazon affiliate link. If you buy, it won’t cost you more, but I’ll earn a small commission.

See? That’s my legal disclaimer. Simple and clear. 😁

Proofreading Strategies: 4 Ways to Do It Online

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Dear Copy Bitch: My eyes hurt! I stare at my computer all day and make mistakes left and right–stupid mistakes, too. Do you have any tips for proofreading on a computer monitor?

–Grumpy Proofreader

Answer: Yes, Grumpy, never fear! The Copy Bitch feels your pain and has proofreading strategies when reviewing stuff on the ol’ monitor:

1. Increase/decrease the zoom level on your monitor. When you’ve been staring at a document for hours on end, this one little change is enough to give your precious eyeballs (and brain) a fresh perspective on the words staring back at you. When I’m in Word on my PC, the zoom toggle is in the lower right-hand corner.

2. Highlight the text in yellow. This works especially well for shorter pieces. In Word, the highlight option is usually in the same area as the font face and size options.

3. Read backwards. Start with the last sentence of your document and work your way to the beginning (note: don’t read the sentences themselves backwards). Reading things out of context is a great way to catch mistakes.

4. Do a “find” on your crutch words and problem areas. Do you write “your” when you really mean “you’re”? Do a “find” on “your” and double-check yourself. Do you tend to use fillers like “just,” “very,” “really” or “George Clooney is a god”? Do a search on those words/phrases. Do you type too fast and always use “manger” instead of “manager”? Ditto.

Would love to hear about some other proofreading strategies. Leave yours in the comments thread.

Advertising Copywriting 101: Know Your Audience

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I’ve been doing advertising copywriting for over 20 years. And even though I shouldn’t be shocked when someone overlooks something so basic as “understand your audience before you write,” I still am.

Here’s a story I recently pulled out of the archives because it is still relevant today. Too many advertising copywriters and marketers still skip this important step.

Consider this scenario: Would you talk to a 20-year-old single guy living in Boston in the same way you’d talk to a 50-year-old woman with kids living in a Boston suburb?

No, of course, you wouldn’t. So imagine my shock when I got a call from a marketer who wanted me to write a headline for a print ad, the third in a series in which he’d created the other two. I asked him where the ad would be appearing, and he told me. Then I asked for demo info on the publication since this would give me a good sense of the audience we’d be speaking to.

And he said, “What do you mean ‘demo’ info? Oh, you mean demographics? I don’t think you’ll need that info once you see what I did with the first two ads.”

Um, how can I do advertising copywriting effectively if I don’t know who I’m writing the ad for? (Short answer: I can’t.) How do I know if I’m talking to the 20-year-old single male living in Boston or the 50-year-old suburban mom? (Short answer: I can only guess.)

OK, maybe you’re wondering why I cared about the publication’s audience. Shouldn’t I only be thinking of my client’s audience? 

When I work with clients, we always discuss their audience, including their ideal buyers (sometimes referred to as the “ideal client profile” or ICP). When I write print ads for clients, I’m still writing to the client’s audience. But! Publications have their own audiences, right?

By asking about the magazine’s demo, I was trying to ensure that the audiences were indeed aligned. I also wanted to know if we were zeroing in on a specific portion of the client’s audience DUE to the publication they were advertising in. (As I recall, the client was a dental practice, which tends to cater to wide swaths of people, from the single dude to the mom with kids. That’s why I wanted to understand the publication’s audience. Were we talking to the single dude or mom? Because the messaging would be different.)

My solution? I went to the publication’s website, downloaded the media kit for advertisers (which is why it exists), read it, and sent it to the marketer along with my suggestions on images and headlines based on the people who actually read the magazine.

When you write a print ad, website, direct mail campaign, sales letter, radio spot, or whatever, you must understand your audience. This is marketing and copywriting 101.

This marketing guy’s failure with advertising copywriting gets even better.

This same marketer created a print ad for another local publication and wanted me to “spruce up” the copy. After asking him for the pub’s demographics, he sent me census data on the town in which the publication appears, as if that info would tell me who reads the publication. (As Dave Barry would say, “I’m not making this up.”) I once again went to the publication’s website and downloaded the info myself.

The ad that the marketer wanted me to spruce up included the company’s “credo” and a picture of the owner and staff. (I’m not sure why he called it a credo. It’s much more common to say the company’s mission statement.) The credo was written in a “We/they” format:

We see our patients as individuals with specific needs and goals; we believe in providing our patients with the best possible care—always.

The tone was really distant despite the inclusion of the first-person plural. I suggested turning it to “you,” as all good advertising copy should ultimately be about YOU, the prospective customer:

We see you as an individual with specific needs and goals; we believe in providing you with the best possible care—always.

Still not great, but this change alone makes the copy a bit warmer. However, the marketer said he wanted it to stay in the third person because “that’s how credos are written.” 😭😭😭

Oy. Where to even begin with this marketing disaster? 

First of all, there’s no rule saying your mission statement must be written in third person. (HubSpot has an article with 34 examples of company mission statements. Some are in third person, and some are in first.)

Second, always consider your audience. Even if your mission statement is written in third person on your site, THAT DOESN’T MEAN IT NEEDS TO BE IN YOUR AD.

Finally, instead of using the mission statement, why not get a quote from a real patient that essentially encapsulates what it says?

Listen. There’s nothing special about a dentist providing “the best possible care.” I would expect that from any dentist. It’s not a differentiator, especially if you tell me that’s what you do.

But consider if a real patient was quoted in the ad with something like this: “Wow. These guys provide the best care. I was so nervous about my root canal, but they told me exactly what to expect, and it ended up being so much easier than I ever thought possible.”

Now, that would be compelling, wouldn’t it?

Bottom line: Always think about your audience first when writing advertising copy.

What matters to them? Why should they care about whatever it is you’re selling? (What’s in it for them?) What will motivate them to take action?

Answer those questions, and the copy will (almost) write itself.

Hey, are you new to advertising copywriting? 

You’re in the right place. I share free copywriting tips here and on my YouTube channel.

I also recommend these books to get started.*

Note: These are Amazon affiliate links. As an Amazon affiliate, I can earn commissions from qualifying purchases. It doesn’t cost you more, though.

Happy writing!

When to Use Then vs Than: Here’s an Easy Way to Remember

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If you can never remember when to use then vs than, I’ve got good news for you.

First, you’re not alone.

Second, I learned a great tip a couple of years ago from a writing magazine (I don’t remember which one, which is why I’m not naming names). I haven’t had trouble with these words since following this trick.

When to use then vs than: The ultimate tip for remembering

Think of it like this: The word “than” refers to comparisons, while the word “then” refers to time.

Now, here’s the nifty way to remember:

  • There’s an “a” in “comparisons,” and there’s an “a“ in “than.”
  • There’s an “e” in “time,” and there’s an “e” in “then.”

Don’t even worry about remembering both. If you think “then” and “time,” you’ll be golden. Just ask yourself if what you’re writing as to do with time, and if it does, boom! Use “then.”

Examples:

  • I think George Clooney is hotter than Brad Pitt. (I’m comparing George to Brad. And I’m also dating myself.)
  • First, I’m going to eat ice cream. Then, I’ll work out. (I’m explaining the very sensible timing between my ice cream consumption and exercise.)
  • I enjoy writing more than just about anything. (Comparing writing to everything else.)
  • I started freelancing in 2002. Back then, I didn’t have to think about social media. (I’m talking about a time period.)

Language is fun. Here are my go-to writing and editing resources.

Note: I use affiliate links for some of them. 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.

  • Grammarly. (Affiliate link) The free version is great at catching critical errors. I used it for about a year before upgrading to the premium tier, and I’m glad I did. You can sign up for the free version here. (If you sign up or buy via my affiliate link, it won’t cost you more, but I’ll earn a small commission.)
  • A Writer’s Reference by Diana Hacker and Nancy Sommers. (Amazon affiliate link link.) I have the fifth edition, which is excellent. I’m thinking about upgrading to the 10th. Hacker was incredible. She died in 2004, but her memory lives on.
  • Dreyer’s English: An Utterly Correct Guide to Clarity and Style by Benjamin Dreyer. (Amazon affiliate link.) Another gem. I gave this one to Mr. Word Nerd.