How to Write a Creative Brief + Copywriting Brief Template

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Giving your freelance copywriter a copywriting “brief” is an excellent way to make sure your project goes smoothly from the get-go.

  • But what is a copywriting brief anyway?
  • Who develops the copywriting brief?
  • Why is a creative brief necessary?
  • How to write a creative brief?
  • Where can you find a good copywriting brief template?

I’ll address these questions below. You can also download the copywriting brief template I created (the link opens a PDF). Feel free to use it “as is” or refine it further for your copywriting projects.

Note: If you’re a copywriter, you can still get a lot out of this blog post. Download the copywriting brief template and ask clients to fill it out. Also, I’m using the words “copywriting brief” and “creative brief” interchangeably. And be sure to check out the post I write for YOU: 10 Questions to Ask Prospective Clients.

And if you’d prefer a video on this topic, I got you covered. Scroll to the end to watch.

What is a copywriting brief?

A copywriting brief is a one- to two-page document that summarizes details about your company, your target audience, the project, and your timeline. Occasionally, people will refer to the copywriting brief as a “creative brief,” since it will likely address things beyond writing, like design.

This summary ensures everyone is on the same proverbial page since the brief outlines goals, deliverables, and timelines, as well as info about the messaging, target audience, CTA, and brand guidelines.

Who develops the copywriting brief or creative brief?

You, the client, should develop the copywriting brief. You know your project, the goals, and other relevant details.

If you’re a freelance copywriter who’s working with a business, you can request a creative brief. If they haven’t created one, hand them a version of this copywriting brief template (the link opens a PDF) and ask them to complete it.

Why do you need a creative brief?

Developing a creative brief is an excellent exercise for you and your team since it forces everyone to carefully think through the project. You must make sure everyone on your end agrees with the project goals, messaging, etc. Ironing out all these details internally before consulting with a copywriter (or graphic designer) saves everyone time.

That said, a creative brief is meant to be a fluid guide. Once the copywriter reviews the brief, they will likely have further questions and possibly suggestions that might require refining the brief further. This is a good thing. A skilled copywriter brings more to the table than simply sparkling prose.

What should you include in your copywriting brief?

There’s no right or wrong way to create a copywriting brief. The goal is to create a comprehensive overview of the project. Again, think one to two pages, max. You’re answering three basic questions: Who are you, what’s your project, and what are you looking for from the writer?

At its most basic, you’ll want to include the following:

  • Company Snapshot. You’ll provide a short paragraph or two about your company, including info about your audience. Think slightly longer than an elevator pitch. The writer is looking for a snippet, not the whole story. (The writer can review the website to learn more.)
  • Project overview. This is where you get into the nitty-gritty of the project itself, but also your expectations regarding messaging, tone, and do’s and don’ts.
  • Related assets. Keep the copywriting brief short (one to two pages). For supporting docs, link to them. (For example, you can upload a mockup for a new landing page to Google docs and link directly to it within the copywriting brief.) Things you might link to . . .
    • Brand guidelines
    • Style guideline
    • Legal language/requirements
    • Mockups
    • Imagery
    • Buyer personas
    • Messaging docs
    • Wireframes
    • Keyword research
  • Timeline. Here, you’ll outline when you want the first draft, revisions, and other deadlines.

You’re free to expand as you see fit and as your project requires. But try to keep the brief concise—no more than one to two pages.

How to write a creative brief: Let’s see one in action.

Let’s pretend you’re an education company in the beauty and wellness space. You’re making one of your popular online courses free for an upcoming industry “awareness” week. You want a landing page promoting the week and the free course.

Here’s how your copywriting brief might look.

COMPANY SNAPSHOT

We’re a beauty and wellness education company that produces course materials for cosmetology programs across the U.S. Our primary client is school owners and directors of education in beauty schools. Our secondary audience is licensed professionals who seek continuing education directly through our website where we sell e-learning courses, webinars, and digital guides.

PROJECT OVERVIEW

We’re making our popular online course, Beautiful You, free during this upcoming awareness week about inclusivity in the beauty industry. We need a writer to develop copy for a landing page that’s promoting this awareness week and the free course. The goal is to get as many beauty pros as possible to register for the free course during the awareness week and complete the course before the end of the month. We have a mockup for the landing page, which we’ll link to below. While this page is for beauty pros and students who can directly register for the course, we’re also asking our partner schools to promote this offering via their social channels.

We need copy for the following sections on the landing page:

  • Brief intro/info
  • CTA: (“Enough talking–I’m ready to act”)
  • More details: What this is, why we’re doing it, information on the content (how long it is, etc.)
  • Logo and other assets
  • Giveaway: People need to complete the course by the end of the month. They’ll get a digital certificate that they should share on Instagram and tag us. Anyone who does that will be entered to win a $500 gift card giveaway.
  • About Us
  • CTA leading to the course page

Our tone is friendly, helpful, and encouraging.

RELATED ASSETS

Here’s a link to the course page, the mockup of the new landing page, and a similar page we did last year for a different awareness week.

You’ll also find our brand book and style guidelines in Basecamp, which we’ll give you access to.

Our team will handle the legal fine print for the giveaway.

TIMELINE

We’d like a first draft by June 15.

We’ll deliver revision requests within three business days.

From there, we’d need the final copy by June 30.

When it comes to writing a creative brief, don’t overthink it too much.

The creative brief doesn’t need to be some long drawn-out project of its own. Your goal with a creative brief is to answer the following questions:

  • Who are you?
  • Who is your target audience?
  • What is the project?
  • What related assets are available (e.g., buyer personas, messaging docs, wireframes)
  • What is the timeline?

Effectively answer those questions, and you’ll set up the copywriter for maximum success.

BONUS: Here’s a link to a PDF of a copywriting brief template. Use it “as is” or customize it further.

Got a question for the Copy Bitch?

That’s me—I’m the Copy Bitch. I have over 20 years of experience as a freelance copywriter and love sharing what I’ve learned. Reach out with a question or leave a question in the comments on one of my YouTube videos.

Why is Copywriting Important?

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Hello, writers! If you’ve landed here, you’re likely thinking about getting into copywriting or you’ve heard about this copywriting “thing.” And you’re probably like, What is copywriting? Why is copywriting important?

So let’s discuss! (If you prefer watching/listening, check out my video at the end.)

What is copywriting?

I’m all about keeping things simple. At its simplest, copywriting is any writing that sells a product, service, or a cause.

Copywriters are the folks who write the words that help sell a product, service, or a cause.

Synonyms include content writers and content marketers.

Oh, I can hear the cranky critics already! “No, Robyn. Content writers don’t sell. They’re about building engagement and enthusiasm!”

But here’s the thing: If a brand hires a content writer to build engagement, what’s the reason behind that? To simply have engaged people floating around? Or to have engaged people who will hopefully buy from the business?

It’s the latter.

And sure: Content writers might be focused more on (jargon alert!) top-of-the-funnel content. But those words the content writer creates are critical to the overall goal, which is to sell a product, service, or a cause.

Why is copywriting important?

As I like to say, content makes the business world go round. Businesses need words that will inspire people to take action.

They need the words on their

  • Website
  • Social media platforms
  • YouTube videos
  • Print ads
  • Radio and TV spots
  • Emails
  • Shopping cart messages if you’re in e-commerce
  • Invoice messaging
  • Sales letters
  • Brochures

And that’s just the beginning of a long list of content needs.

Not just any old words will do, either.

The words need to speak to the target audience.

The words need to be clear, yet compelling. Maybe a little fun. Maybe a little saucy. Maybe a little serious, depending on the brand.

The words need to be optimized for search.

Ultimately, words matter. How you say something affects other people, for better or worse. And how you say something one way might have one effect. Say it another way, and it will have another effect.

Sometimes swapping in a different word on the call-to-action button can have an amazing effect on the click-through rate. No one knows exactly why one word might work better than another . . . we just know that, through A/B testing, it does, and it can.

Bottom line: Copywriting is a critical component in a brand’s overall marketing strategy.

Why is copywriting important if AI like ChatGPT and Bard can do the same thing?

Ah, but can ChatGPT and Bard do copywriting well? And by “well,” I mean in a way that’s moving, engaging, and compelling.

I haven’t seen evidence (yet) that generative AI has achieved this ability. It can certainly write a term paper on the themes of Romeo & Juliet (and do so in a generic-sounding voice). But even with training, I haven’t seen AI capture a brand’s voice consistently (if at all, really). This could change, of course. And possibly quickly.

But I still think there’s a place for human copywriters.

I asked Bard about this the other day. Here’s what he wrote back . . .

Screenshot of an exchange between Robyn and Bard where she asked whether AI like Bard will make copywriters like her obsolete. Bard's short answer: no

Got a Question for the Copy Bitch?

That’s me! I’m the Copy Bitch. Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.

How Much to Charge for Copywriting a Website [A Guide for New Copywriters]

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Figuring out what to charge for copywriting can be one of the most confounding things for new copywriters and veterans alike. You want to get paid well. You want to be fair to the client. Or at least, I’m assuming you want both of those things. 🙂 I have another blog post (video included) on how to charge for your copywriting services. But today, I’m going to discuss something super specific: how much to charge for copywriting a website.

BTW: If you learn better by watching a video, I got you. Jump to the end where I’ve embedded a video on this topic.

How Much to Charge for Copywriting a Website: Don’t Underestimate Your Value 

Let’s discuss the value you’re delivering when you write website content. (For the purpose of this exercise, I’m going to assume that you know how to do SEO copywriting. If not, go learn that first. Then, come back here.)

A website is a company’s virtual storefront that’s open 24/7. Good websites will . . .

  • Draw in targeted traffic.
  • Turn that targeted traffic into leads.
  • Keep the leads engaged and guide them through the buying journey.

Websites are critical to the success of so many businesses.

So when you’re tapped to write a website, it’s a big deal.

Talented SEO copywriters bring a ton of value to a website project.

As an SEO website copywriter, you’re tasked with making sure the messaging and branding are consistent page-to-page while keeping the user experience and search engine optimization top of mind.

Doing a kick-ass job with SEO copywriting involves . . . 

  • Digging deep into the client’s business and their industry
  • Making sure you thoroughly understand the client’s audience
  • Reviewing your client’s competitors
  • Analyzing the existing site—what pages work, what pages don’t work, what messaging resonates, etc.

You do all that before you put finger to keyboard.

  • Then, you need to figure out the framework for the site.
  • You need to do keyword research.
  • You’ll likely develop messaging concepts for the client to review.

Again, this ALL happens before you write any website copy.

Once all of the above is done . . . THEN you start working on the copy.

Bottom line: Websites are A LOT of work.

This brings me to the approach that I DON’T recommend when trying to figure out how much to charge for copywriting a website: hourly rates.

No one likes hourly rates. Intuitively, clients might “get” it, but their psyches won’t. They’ll fixate on how long something is taking. Or they’ll question whether something really needs to take you three hours or six hours. They’ll end up losing sight of the value you’re delivering. And invoices will always be nerve-wracking to deliver because you’ll never know what sort of response you’re going to get.

That’s a crappy way to work.

Hourly rates suck for writers, too. You’re going to put pressure on yourself. There will be days when you’re crushing it because you’re in the zone and churning out awesome copy quickly. Should you make less just because you’ve gotten faster? Of course not. The value is still there.

On the flip side, you’ll have days where it’s more of a slog. Maybe something took you six hours instead of four, but you feel “guilty” about charging for six, so you don’t.

Ugh.

There’s a better approach: Project quotes.

Project quotes are neat and tidy. Everyone knows where they stand.

Hi, Awesome Prospect.

My quote for writing a 10-page website is $x.

This quote covers the following:

  • Kick-off call
  • Buyer persona discussion
  • Messaging discussion
  • Research and review of all relevant collateral
  • Competitor review/analysis
  • Keyword research
  • Drafting and optimizing 10 website pages for search
  • One round of revisions

For any pages beyond the initial 10, I charge a flat fee of $x per page.

Best,

Brilliant Copywriter

Again, nice and tidy, right?

That said, I realize you might be reading this blog post because you’re like, “I HAVE A PROJECT I NEED TO QUOTE NOW AND OMG I DON’T WANT TO EFF THIS UP JUST TELL ME WHAT MONEY NUMBERS I SHOULD USE”

I got you.

Maybe this is your first website project (or second or third).

You’re still figuring things out.

If that’s the case, how do these numbers feel to you for a 10-page website?

  • Home page: $500
  • Discovery call: $150
  • Competitor research/materials review: $500
  • Keyword research: $500
  • Website page rate: $150 (9 pages x $150= $1350)

Grand Total: $3000

Now, even though I don’t recommend giving clients hourly quotes, you still need to have a sense of how much you’re making an hour so you can figure out the larger plan: as in, how much money do you want to make a year and how much work do you need to do to achieve that number. But that’s a different subject, for a different post.

For now, let’s consider the above money numbers and assign rough hours per task. Your mileage will vary . . . and it will change over time, and depending on the client.

  • Home page: $500 – 4 hours
  • Discovery call: $150 – 2 hours
  • Competitor research/materials review: $500 – 4 hours
  • Keyword research*: $500 – 3 hours
  • Website page rate: $150 – 2 hours per page (9 pages x 2 hours = 18 hours)

(*Keyword research: Keep in mind that keyword research is relative. It will take much more work for larger sites and for businesses that have aggressive conversion goals. I optimize all websites I work on, but I do plenty of sites where clients aren’t expecting a ton of business from their sites. I also have clients who DO expect business from their sites.)

That comes to 31 hours if my math is correct.

That’s an hourly rate of $97/hour.

Some people reading this might be like . . .

  • SCORE!
  • That feels low. I want to make more per hour.
  • I love the idea, but I’m not sure I have the confidence to sell that. Am I worthy?

All of those reactions are normal.

Here’s the thing, guys. For some copywriters, the above quote is low. For others, it might be right on target. And, of course, different writers will spend different amounts of time on the tasks.

And the really smart writers are going to be like, “Well, it depends on the business. For a small business that’s just opened its doors, like a local coffee shop, $3000 might be a bit rich for the copy for their new site. For a local, but established accounting firm that brings in one million in revenue, $3000 for copy for its new site might be in the ballpark.”

Just as I advise new writers on the importance of knowing your client’s audience before you write . . . you need to know YOUR audience before you quote. Some businesses will have higher tolerances for bigger quotes.

You also need to consider where YOU are in your copywriting journey. If you’re just starting out, and you really need business, you might go with a project quote you feel more confident about and build from there.

I DON’T think you should work for free (with rare exceptions), and I do think you should be paid “well.” But “well” is subjective. And everyone has to start somewhere.

So let’s pretend you’re giving a quote to the owner of a local coffee shop that just opened. Maybe you recognize her budget is tight. And you also recognize she doesn’t need the same level of copywriting services that go into a big project for a bigger brand. For example, you can likely skip the competitor research in this case. (Or simply do a very quick drive-by in Google. What other coffee shops are in a five-mile radius?)

You can likely skip in-depth keyword analysis since the coffee shop owner’s site needs to be optimized for local search, which usually includes some form of “coffee shop near me” and “coffee shop + town/city.” You can glean this info quickly.

The coffee shop might not need a 10-page site. Maybe a five-page site will work for now. (Along with an optimized Google Business Profile.)

And because the home page doesn’t need to work as hard as a home page for a brand where conversions are more important, you might go with the same per-page rate for the home page.

If the original quote above for a 10-page site for a new local coffee shop didn’t feel right, does this one feel better?

  • Discovery call: $150
  • Per-page rate: $150 (for five pages, that comes to $750)

Total: $900

Does that feel doable to you?

There’s no right or wrong answer here. Some folks reading this might think, “Nope. I’m going to pursue work where I can bill the true value.” Other writers might say, “This is low, but it’s my first paid gig. I’ll get a good piece for my portfolio. And there might be an opportunity for future work if the coffee shop does well.”

Both reactions are fair.

I wish I could tell you there’s a formula for how much to charge for copywriting a website. But all I can give you is guidance.

Even organizations like American Writers & Artists Institute (AWAI), which puts out this handy guide yearly on copywriting rates (definitely check it out, starting on page 36) . . . even AWAI gives ranges.

And another thing you need to keep in mind is the big picture in terms of charging for copywriting services. This fellow copywriter has a good video on how to think about charging for your copywriting services from that all-important 30,000-foot view.

Here’s my guidance on how much to charge for copywriting a website:

  • Don’t do hourly rates.
  • Give project quotes.
  • Think of all the pieces that you’ll need to do, depending on the client.
  • Apply money numbers to each piece.
  • Figure out your ideal per-page rate (beyond the home page, which I recommend dealing with separately).
  • Assign an approximate number of hours it will take you to complete each task.
  • Add up everything and ask yourself how you feel about the quote and the hourly rate.

Note: When you give the quote to the prospect, you won’t break down the money numbers. Just give one number (the grand total for the project) and simply list all the tasks that number includes.

For your pricing “terms,” I recommend:

  • Getting a deposit that’s 1/3 of the project quote.
  • Having the balance due 30 days after you deliver the FIRST draft. Don’t make it contingent on the final draft. And definitely don’t make final payment contingent on the website going live. (I’ve written sites that have never gone live . . . or that have taken nearly two years to go live.)

You’ll learn from the first couple of copywriting projects you do. You’ll make mistakes and misses in your quotes, and that’s OK. You need to start somewhere.

Got a Question for the Copy Bitch?

That’s me! I’m the Copy Bitch. Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.

Blog Editorial Calendar Template [Free for New Copywriters]

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Whew! Before I get to today’s topic about blog editorial calendar templates, let’s recap the blogging topics for new copywriters that I’ve recently covered:

OK, so here’s the blog editorial calendar template that you can download and customize for your clients. But read on if you want more context. Note: The link will download an Excel spreadsheet.

BTW: Do you learn better by listening or watching a video? I got you! Scroll to the end of this article, and you’ll find my video on this topic.

Why do you need a blog editorial calendar anyway?

If you blog regularly for clients, editorial calendars are essential. A good blog editorial calendar will help ensure that . . .

  • Your blogging strategy aligns with the overall content marketing strategy. Marketing should never happen in a vacuum. The person who holds the keys to the overall content strategy can make sure the blog posts you’re planning align with the overall strategy and that you don’t have any major content “gaps.”
  • You’re planning the right topics with the best keyword phrases. A calendar helps provide that all-important 30,000-foot view.
  • You stay on target with deadlines. Include deadlines for first drafts, approval, and publication dates.

What’s the most effective type of blog editorial calendar?

The most effective blog editorial calendar is the one that you and your colleagues will stick with.

It doesn’t need to be fancy, but it does need to be something everybody uses.

You’ll need to discover what format works best for you if you’re tasked with creating and managing a calendar for a client. You also need to be flexible and willing to embrace the tools your clients are already using.

For example, it’s not unusual for me to be working with different editorial calendars for different clients, like Asana, Basecamp, Monday, and Microsoft Teams—along with my own “down and dirty” calendars that I create in Excel or Google spreadsheets.

Luckily, the most popular tools are incredibly intuitive. (They have to be—otherwise, no one would use them.)

Keep in mind that you might not always be in charge of creating or managing the client’s blog editorial calendar—you’ll simply be assigned certain blog posts. That’s how it works for me and one of my clients who uses Monday. I’m assigned a blog post within Monday. I see all the details in the “card.” I draft the blog post in Word and upload it to Monday for review.

For other clients, I’ll create and manage their blog editorial calendar for them. I usually create it using Google Spreadsheets. That makes collaboration much easier than passing around an Excel spreadsheet.

What should you include in a blog editorial calendar?

It depends. At a bare minimum, I include the following . . .

  • Proposed blog post title (optimized with a keyword phrase)
  • Primary keyword phrase
  • Secondary keyword phrase (if applicable)
  • Relevant notes (usually for myself, like an article I want to make sure I include)
  • Due date

Boom! Like I said, down and dirty, right?

From there, you can include whatever you need that will help make the client happy and keep everything and everyone on track.

For example, for the urology practice I blog for, I create and maintain the calendar. I have an additional column called “subject matter expert,” which identifies the doctor I can interview for a particular blog post. I also include a column that indicates a particular month’s “health awareness” designation. For example, June is Men’s Health Month and September is Prostate Cancer Awareness Month.

I have a text box at the bottom of the calendar with notes about future topics, SMEs I’ve reached out to, and anything else I want to remember.

If you’re managing a team of writers, you’ll want to get a little more granular with due dates:

  • First draft
  • Client feedback
  • Revised copy
  • Approval
  • Publication

Here’s a blog editorial calendar template you can download and use.

Here’s the blog editorial calendar template I created in Excel. It will download an Excel spreadsheet to your machine. You can upload it to Google Docs and customize it accordingly. I filled in a couple of blog post titles (for a fictional pest control company .  . . if you’ve read my other blogging-related posts, you know this subject is on my mind due to an ant problem in my house).

As I said above, your editorial calendar doesn’t need to be fancy . . . it needs to be effective.

So if a bare-bones spreadsheet is what keeps you honest, that’s great. But if you prefer something a little fancier or aesthetically pleasing, go for it.

Got a Question for the Copy Bitch?

That’s me! I’m the Copy Bitch. Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.

 

How to Conclude a Blog Post [Tips for New Copywriters]

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You’ve structured your client’s blog post for SEO and written a compelling article that follows blogging best practices. You’ve reached the end of your draft, wondering, NOW WHAT? It’s a good question. Because HOW to conclude a blog post is a skill, just like writing an engaging intro is. And that’s what we’re going to discuss today.

Below, I’ll get into . . .

  • Why your blog post’s conclusion might be even more critical than the intro or body copy
  • What a call to action (CTA) is—and why you need one (or more) in your blog posts
  • How to write strong CTAs
  • Should you end every blog post with a CTA
  • How to conclude a blog post: four other ways (in addition to a CTA)

If you learn better by watching a video, scroll to the end of this blog post for my vid on this topic.

Why your blog post’s conclusion is SUPER important

If you’ve done an excellent job writing an optimized blog post around a keyword phrase that your target audience is searching on, chances are good that the blog post will bring in targeted traffic over time. Meaning prospective customers will land on the blog and begin reading it.

Whether they read the entire blog will depend on many factors like . . .

  • Does the blog post deliver? They likely clicked on it because they were hoping it would provide specific info, like an answer to a question or a solution to a problem.
  • Is the blog post written well? People don’t have patience for confusing prose.
  • Is the blog post interesting? If you hold their attention, you stand a better chance of having them read to the end.
  • Do they get distracted by something shiny? Listen, life happens even if we’re locked into an interesting blog that’s giving us the info we’re looking for. Like, the work meeting might be about to start, the dog needs to be let out, the kids need to be fed, etc.

But here’s the thing: If the reader makes it to the end of the blog post, that’s a BIG deal because it suggests they’re genuinely engaged with the topic—and quite possibly (or potentially) with whatever it is that your client is selling. Maybe not right away—but soon-ish.

They consumed the content you gave them . . . and now you need to let them know what you’d like them to do next. If you don’t tell them, they’ll do something on their own—which may or may not be what you had in mind.

Left to their own devices, the person might . . .

  • Bounce off the blog post.
  • Head to a page that might not be the next best step for them based on what they just read.
  • Click on one of your social media icons and quickly get sucked into their own feed.
  • Go to a competitor’s site.
  • Decide to feed the kids or dog.

The person could do any number of things, right?

Your job is to direct them to the next logical step. In marketing parlance, this is called a “call to action.”

What is a call-to-action, and why does your blog post need one (or more)?

A call to action, or CTA, is exactly that: You’re calling on the reader to act. You’re asking them to take a specific next step.

You’ve encountered CTAs before, like . . .

  • Download our guide.
  • Book an appointment.
  • Shop now.
  • Call now.
  • Read more.
  • Get started.
  • Register for free.
  • Subscribe to my YouTube channel (no, really . . . please subscribe!)

How to write strong CTAs

CTAs use action-driven verbs, and CTAs are usually short and punchy. When you have digital CTAs, like the ones you encounter on websites or banner ads, the CTA should make it clear where people will end up when they click on it.

Not all CTAs are graphics, either. You could have what’s known as an “in-line” CTA, where a phrase is hyperlinked.

Think of CTAs like guideposts. They help guide prospects on their buying journey. When prospects finish reading your blog post, they should know where to go next, thanks to a CTA that guides them there.

A reminder about what blog posts are and how they serve your content strategy

JARGON ALERT! Blog posts are usually considered top-of-the-sales-funnel content. People at the top of the funnel are in the learning/research/educational phase of their buying journey. In fact, they might not even realize they’re on a buying journey.

Going back to our ant example . . . if someone is searching “Does Lysol kill ants,” they might not be on the market for a pest control company yet since they’re likely hoping they can take care of their ant problem with a home remedy.

Once they read your fabulous blog post, “Does Lysol Kill Ants: Our Honest Take,” some folks might be convinced they need a pest control company, but they’re not necessarily sure your client’s company is it. Some folks might want to know more about ant extermination, like what chemicals are used and if they’re toxic. Other folks might be panicking over the potential costs.

Your job is to determine the best CTA to include at the end of your blog post. No, it’s not always easy.

If I were writing the “Does Lysol kill ants” post, I’d probably include two CTAs. Something like . . .

  • Need help getting rid of ants? Let’s talk.
  • Learn how ant extermination works.

Picture two buttons (different colors) side by side. This gives people a choice, which I think is important. It enables the prospective buyer to decide where they want to go next after consuming your awesome content.

Should you end every blog post with a CTA?

I say yes. The CTA doesn’t always have to be a button or graphic. The CTA shouldn’t necessarily be pushing a sale (unless it makes sense). And the CTAs shouldn’t be the same. Thing. On. Every. Post.

Consider who you wrote the blog post for and why you wrote about that topic. Put yourself in the prospect’s shoes. Where should they go next? Create CTAs that guide them there.

Note: Sometimes, you might not have the perfect content to send them to next. That’s a great example of a content “gap”—a gap YOU can fill by writing a blog post that fills the gap. This is why having a blog editorial calendar and an overall content strategy makes sense. You can identify content gaps and natural linking opportunities between pieces of content.

MIND BLOWN POINT OF THE DAY: Your CTAs don’t always have to go at the END of your blog post.

Sprinkling CTAs throughout the blog post, especially articles that clock in over 1000 words, can be a great way to engage people, especially those thinking about bouncing away anyway.

You should also monitor your CTAs’ performance.

Pay attention to CTA click-through rates (CTR). Just as you monitor engagement with other pieces of content, like blog posts, you’ll want to pay attention to how well your CTAs are working.

  • Which ones get the most clicks? Note: Good marketing automation software, like HubSpot, lets you set up A/B tests for CTAs.
  • Do people engage with the content the CTA is sending them to? It’s not enough to have people clicking your CTAs if they immediately back away from the content they’re being led to.

Like everything else in marketing, you need to experiment, learn what works for a particular readership, and do more of what works and less of what doesn’t.

How to conclude a blog post: Are there other ways besides CTAs?

In addition to including a call to action, here are four other ways to end a blog post:

  1. Tell them what you said. For long blog posts (over 1000 words), it can help to summarize your main points in a concluding paragraph before the CTA. (I used to teach a public speaking course, and the structure for speeches is the same as blog posts: Tell them what you’re going to say. Tell them. Then, tell ’em what you told them.)
  2. Ask a question. If your client leaves the comments section open on their blog, you could ask readers a question. For example, Have you had luck killing ants with Lysol or other home remedies? Let us know in the comments. Ensure someone monitors comments, removes inappropriate comments, and engages with comments.
  3. Encourage people to follow the company on social media. You can also encourage people to share your article on their social media feeds.
  4. Create a “You might also like” section. This could be seen as a CTA. But offering a call-out with something that says, “If you liked this article, you might also like these . . .” is a great way to share more helpful content and keep people on your site.

Drum roll . . . here’s how I conclude my blog posts. I usually use some version of the following . . .

Got a question for the Copy Bitch?

That’s me! I’m the Copy Bitch. I’m parlaying my 20+ years of experience as a freelance copywriter into helpful blog posts and videos. Reach out with a question or leave a question in the comments on one of my YouTube videos.

How to Write a Compelling Blog Post [Tips for New Copywriters]

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If you’re a new copywriter wondering how to write a compelling blog post, you’re not alone. First, what the heck does “compelling” even mean? You’re going to hear that word a lot as you’re learning about copywriting and content marketing. You’ll also hear the word “engaging.” Write engaging copy, they said. Write compelling copy. Write copy that resonates.

OK, so that last directive—write copy that resonates—is the one to focus on. Why? Because at least it references the audience who’s reading the content.

For example, a blog post titled “Does Lysol Kill Ants?” might be of ZERO interest to most people. But for the 480 people searching on that phrase every month, the copy will likely resonate.

My point: One person’s idea of compelling or engaging copy might be another person’s snoozefest.

[BTW: Do you learn better by listening or watching a video? I got you! Scroll to the end of this article, and you’ll find my video on this topic.]

When considering “how to write a compelling blog post,” always frame it from your target audience’s perspective.

  • What will they find compelling?
  • What do they care about?
  • What questions are they asking?
  • What are their “pain points”?
  • What keeps them up at night?

To find out this info, turn to your client’s . . .

  • Formal buyer personas (if they have them)
  • Actual customers
  • People on the frontlines who interact with customers, like sales reps
  • Competitors . . . what are they writing about?

Once you develop potential topics, you’ll turn to Google to find the right keyword phrase. (I go over all this stuff in my article on how to structure a blog post for SEO.)

Now, I know I still haven’t answered your question about how to write a compelling blog post that will genuinely resonate with readers.

I think the better question to ask is this: How do you write something that your target audience CAN’T find anywhere else?

Because if you’re able to find that special something-something, that’s when you’ve got what’s necessary to create a compelling blog post.

1. Look for those odd-ball stories, amusing anecdotes, and cautionary tales.

Let’s go back to my “Does Lysol kill ants” example. Any pest control company can address the topic of whether Lysol kills ants. And most would likely say the same thing.

But maybe the pest control company you’re writing for has an amusing story about a couple that bought three cases of Lysol to attack their ant problem. But the only thing that happened was they ended up with a house that smells like “mountain breeze” Lysol and ants marching around high on fumes, overtaking the place.

I’m riffing here, but you get the idea. That would be an amusing cautionary tale to use in your blog post’s intro before getting into whether Lysol works, do other home remedies work, what about ant traps, and when should someone finally call in a professional.

A blog post that includes all that would likely be considered “compelling” by all those folks who are googling about their ant problem.

So, how do you unearth these nuggets? Talk to your client. I guarantee they have these stories. Do a free-wheeling interview and record all the little anecdotes in a tickler file that you can dig into whenever you need a good story to liven up a blog post.

2. Get more mileage out of the client’s Google reviews.

Or their reviews on places like Yelp, Trustpilot, and Capterra. Reviewers often serve up interesting tales or new pain points you hadn’t considered.

You could curate five amusing 4- and 5-star reviews about a similar theme. For example, going back to my ant infestation obsession, the pest control company could pull reviews about happy customers who were dealing with an ant problem. Take screenshots of their reviews and embed them into the blog post. Have the client (or appropriate sales rep or whatever) provide context for each situation.

This idea isn’t a one-trick pony, either. Find other themes in other reviews. For example, maybe other reviewers talk about their problem with wasps. You could do another blog post on that.

You get the idea. Reviews offer a treasure trove of info—ideas for blog posts, good phrases for branding, and questions or comments that could lead to a winning keyword phrase for a blog post.

3. Write a “we effed up” blog post.

Apology blog posts, when sincere, can be extremely compelling—and they can go a long way at building or restoring trust with your target audience. Heck, Domino’s made it the cornerstone of its advertising campaign.

This obviously won’t be the type of blog post that you put in regular rotation. And you’ll want to be careful in how you present it. (NOTE: I’m not talking about an apology that you MUST put out there because your business made a massive error. That’s a different thing: crisis management.)

  • Make sure several people review your apology post before it goes live.
  • Have your lawyer review it too if there are any questions your apology could lead to legal issues.

A company owning up to a mistake and showing the specific steps they’re taking to do better can be a compelling read.

And I realize this might not be your idea (or your client’s idea) of “compelling.” 🙂 But compelling doesn’t always mean something that’s rah-rah and full of rainbows and puppy dogs.

4. Share heartwarming stories.

Heartwarming stories are always crowdpleasers. People LOVE heartwarming stories. Consider human-interest features about the client’s employees, customers, or a charity your client’s company supports. Do an interview, get pictures, or record a video. There are LOTS of ways to tell heartwarming stories, and they always make for good reads—and can show the softer side of a business.

For the urology practice that I do a lot of writing for, I did a blog post interview with one of the physician assistants who did a mission trip to Malawi. That was a fun piece to write and share.

5. On the flip side, share a contrarian point of view.

For that same urology practice, when the U.S Preventive Services Task Force made new recommendations regarding prostate cancer screening, the CEO of the practice disagreed with the recs, and so we did a blog post with his response.

This can be an effective and compelling approach (and can help position your client as a thought leader in their space/industry).

Again, you’ll want to be careful with this sort of format:

  • Make sure several people review the content before it goes live.
  • Be careful about polarizing topics. If you go that route, be prepared for potential backlash from customers and non-customers alike. And have a plan for handling it.

Remember, when it comes to “how to write a compelling blog post,” look for the angle that readers won’t be able to find anywhere else.

And always ask yourself, “What do my client’s customers want to read about? What will THEY find compelling?” It’s not about what you think will be enthralling.

Got a Question for the Copy Bitch?

That’s me! I’m the Copy Bitch. Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.

8 Questions to Ask a Copywriter

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You’ve learned why you should hire a copywriter. You’ve found some good freelance copywriters online and set up initial calls. What’s next? You need smart questions to ask. That’s where I come in. Below, I give you eight questions to ask a copywriter. These questions will guide your initial meeting.

BTW: Do you learn better by listening or watching a video? I got you! Scroll to the end of this article, and you’ll find my video on this topic.

Questions to ask a copywriter

1. Tell me about your experience. How long have you been working as a freelance copywriter? 

What to look for in their answer: Do they have experience and the portfolio samples to prove it? If they’re a new copywriter (everyone was new at some point, including me), what have they done to educate themselves about copywriting? How have they practiced their craft?

Don’t dismiss a writer for being new. You likely found them online, and something about their site and samples resonated with you. I’m all for giving new writers a chance if everything else checks out.

2. How do you approach researching a new topic or industry?

What to look for in their answer: Good copywriters are quick studies. They will have a process for getting up to speed quickly on a new-to-them industry. Good writers won’t have all the answers. But they’ll know where to look for the answers. You want a writer who shares this sentiment. Be wary of anyone who says “writing is writing” and the industry doesn’t matter.

3. How do you balance SEO and creative writing in your copy?

What to look for in their answer: You can skip this if you’re not talking about digital assets. But if your project involves web copy, blogging, landing pages, social media, or online advertising, you’re going to want to hear what they have to say about search engine optimization.

  • First, do they know what it is?
  • Do they discuss how they stay current on all things SEO?
  • How do they conduct keyword phrase research? Do they have a go-to SEO tool? (For example, I use Semrush.)
  • And, finally, how do they balance writing creative copy that’s also optimized for search?

4. Can you walk me through your process for developing a new piece of content?

What to look for in their answer:  Good writers love to talk about their process. Here are some things to listen for: They review all relevant collateral materials (from the client’s website to the brand guide), study the target audience, talk to subject matter experts as needed, and conduct their own research. Remember, a lot of work happens before the writing begins, so you should look for a writer who has a solid approach to this preparatory phase.

Once they draft a piece of content, they should also have a process for revising and proofreading before it lands in your hands.

Writers’ processes will vary. The above are broad strokes. But again, it gives you a starting point.

5. How do you incorporate feedback and revise your work?

What to look for in their answer: Good copywriters aren’t precious about their words. They understand that revisions are a natural part of any copywriting project. And good writers will also have a preferred way to receive client revision requests.

I always ask the client to get consensus internally and compile all comments into one doc before handing it off to me. And I always request revisions within 30 days of the client receiving the first draft.

Not all writers do the same thing, and that’s OK. But they should be able to talk about their approach.

6. What tools do you typically use to help you with your writing projects?

What to look for in their answer: Good writers have favorite go-to tools for things like keyword research (I use Semrush), transcriptions (I use Rev.com), and writing assistants (I use Grammarly).

There’s no wrong answer per se. But I’d be hesitant about any writer who has a blank stare and says they just use Word or Google docs to do their work. There’s much more to content marketing than that.

7. How do you make sure that your work aligns with the brand voice and messaging guidelines?

What to look for in their answer: The writer should ask if you have an in-house style guide and/or brand guide. But if they don’t ask, listen for other telling signs. For example, do they talk about carefully reviewing your website and other marketing materials to get a solid sense of the tone and brand voice?

8. What are your fees? How do you charge?

What to look for in their answer: Ah, the money question! I’m a fan of project-based fees. I’d be careful about working with anyone on an hourly basis, and not just copywriters. To understand why, read my blog post on how I advise copywriters to charge for their services.

OK, so there you have it: 8 questions to ask a copywriter!

These questions should give you a good sense of the copywriter’s experience, process, and approach to content creation, which are all important factors to consider when hiring a freelance copywriter.

From there, you’ll want to review their proposal and listen to your gut. If you’re on the fence between a couple of writers, give each one a small project and see who performs better overall. And not just with the writing. Who is easier to deal with? Who asks better questions? And who will fit better with your team? At the end of a trial project, you’ll likely have a good sense of who your go-to copywriter should be.

Got a Question for the Copy Bitch?

That’s me! I’m the Copy Bitch. Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.

How to Hire a Freelance Copywriter in 2025

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You landed here because you already understand the value a good freelance copywriter can bring to the table. The challenge is you’re not sure how to hire a freelance copywriter. Where can you find them? How do you evaluate them? What questions should you ask?

Below, I provide specific steps to follow in your quest.

If you learn better by watching a video, I got you. Scroll to the end to see the video I recorded on this topic.

Note: This blog post uses affiliate links for products I believe in, like Grammarly or copywriting and marketing books. If you click on one of the links and end up buying something, it won’t cost you more, but I’ll earn a small commission.

1. Before you search, figure out what you want the copywriter to do.

This might sound pretty basic. You’ve already acknowledged you need a freelancer. But have you outlined the projects you want the copywriter to tackle? Taking the time to jot down project details, deliverables, deadlines, and available budget will save you and the writers you end up reaching out to a lot of back and forth.

I can’t tell you how many requests I’ve received that say something like, “I need help with X.” And there’s no further context. Sure, we’ll discuss the details during the discovery call, but providing the basics up front, like project details, deliverables, and deadlines, will help the writer get a sense if they’re the right fit before jumping on a discovery call. Because if you have a call, only to find out they’re booked when you need the project done, everyone’s just wasted time, right?

But what if you don’t want to commit to a bunch of projects just yet? What if you want to start with a small project to see if the writer is the right fit?

Fair enough. But you should still compile all the projects coming up for the next, say, quarter or so. Figure out what the test project will be and make sure you have clear details for that. When you reach out to prospective writers, you can let them know you want to start with a small project, but if all goes well, you have X, Y, and Z planned for the next three months.

2. Ask colleagues for recommendations and turn to Google, LinkedIn, and/or Upwork or Fiverr.

Whew! That sounds like A LOT, right? I’m not suggesting you do all those things. But those are the main options you have for this step.

Recommendations. Marketing folks often know good freelancers, so if you’re connected with people who have titles like marketing manager, VP of marketing, and content marketing manager, you can ask them if they know anyone. Again, it will help if you can provide THEM with details. For example, something like, “I’m looking for a good SEO copywriter who can help us with our website relaunch and also do ongoing blog writing.”

Google. If you’re looking for a specific type of copywriter (SEO copywriter, email marketing copywriter), search on that specific phrase for better results. Otherwise, “freelance copywriter” will work (or “freelance copywriter [nearest city]” if you want someone local for whatever reason). My website comes up on the first page of Google for “freelance copywriter Boston.” See the screenshot below.

Search engine results page for a Google search on "freelance copywriter boston." The first listing is circled with an arrow pointing at it

Keep in mind, however, that what shows up on the first page of Google isn’t the end of the search. Copywriting is competitive, and even with good website optimization, not every worthy copywriter will end up on the first page of Google. Be willing to scroll to the second or third page.

LinkedIn. You can search on “copywriter” or “freelance copywriter” on LI and see who comes up. Read their posts to get a sense of who they are, how they think, and so on. Visit their websites from there. You could also post that you’re looking for a freelance copywriter (with details . . . see the first step above). BUT BE PREPARED. You will likely be inundated with comments and DMs. Proceed at your own risk.

Upwork/Fiverr (etc.)

I don’t have direct experience with these platforms, but I have no doubt many talented writers have a presence on them. My suggestion is to pay attention to ratings and reviews. Upwork has a great step-by-step article on how to hire freelancers using its platform. Fiverr does as well.

3. Take a hard look at each copywriter’s website and portfolio. (And check out their LinkedIn profile if you haven’t already done so.)

When you land on a writer’s website, ask yourself the following:

  • Does it look professional? Professional doesn’t mean a ton of bells and whistles. Simple is fine. Amateurish is not.
  • Is it well-written? If the writer makes sloppy mistakes with their own copy, imagine what they’ll do with yours.
  • Do they have a portfolio? Is it easy to access and navigate? Does the copy resonate with you?
  • Does the portfolio have a good range of examples in different categories? The big categories to look for in a copywriter’s portfolio include the following:
    • Websites
    • Blogging
    • Email marketing
    • Premium content (white papers, guides, ebooks)
    • Branding/messaging

PRO TIP: Has the writer done the sort of project you’re looking for? Don’t dismiss them if they haven’t. For example, if you’re looking for a writer to pen case studies, but they don’t have any examples, yet you love all of their other work, reach out anyway. A good writer can likely do what you’re looking for. (And they might have samples they can send you. Not all of our work ends up in our portfolios.)

LinkedIn offers another way to vet and verify.

Ask yourself the following questions:

  • Is their profile professional? You can tell a lot about a writer by how they handle their own marketing.
  • Do you like what they have to say in their posts and comments? I’m not just talking about the substance, although that’s important. I’m also referring to their tone. Are they kind and courteous or snarky and combative? I see both types regularly on LinkedIn, and it always surprises me that the snarky, combative folks seem to forget they’re on a public forum and anyone can see their comments and posts.
  • Do they have testimonials from clients/colleagues? If they don’t, you can certainly ask for references. (I recommend doing so on big-budget projects.)
  • Have they given any testimonials? What do they say? You can tell a lot about a person by the things they write and say about other people they’ve worked with and for.

And, of course, pay attention to anything that feels “off,” even if you can’t put your finger on exactly why it makes you feel this way. (This goes along with always listening to your gut, which I get into more below.)

4. Reach out to the freelance copywriter with details about your project.

This is where all the work you put into step number one pays off. Once you’ve found a writer (or two or three) who you like based on their website, LinkedIn, etc., reach out to them with details about your project. Again, provide as much info about the project as you can.

At the very least, include the following:

  • A clear company snapshot (include a link to your site)
  • Your role with the company
  • Project details, including deadlines

Here’s an example of what an email to a freelance copywriter might look like:

Hi Carrie Copywriter,

I’m the marketing manager for a background check company. We work with HR managers and recruiters in a variety of industries, but our top three are healthcare, professional services, and real estate. We have a full-time writer in-house, but she’s stretched thin, so we’re looking for outside support from a freelance copywriter.

I found your site on Google and liked what I saw. I’d love to set up a time to chat.

Our first project is a series of case studies that we like to write in a problem, solution, and results format. No more than two pages. See the attached example. We have four clients ready to share their stories. We simply need a writer to do the interview and drafting. We handle design in-house. We want to issue one a month starting in two months. So we’d need the first draft in a month or so.

Let me know if this is something you’d be interested in discussing (and if you have the time to take it on). If this project goes well, there’s an opportunity for more regular monthly work if you’re up for it.

Looking forward to connecting!

Best,

Awesome Marketing Mary

PRO TIP: Don’t call the copywriter. I can almost guarantee that you’ll get voicemail. 🙂 Instead, send an email or use the contact form on the writer’s website. (I think email is the better option.) Send as much info as possible since this will help the writer know if they’re a good fit. Plus, it will help them prepare before the initial call. Sending an email saying that you have “a project you’d like to discuss” isn’t helpful to anyone (including you). You’ll have a much more productive discovery call if you share details beforehand.

5. Set up a discovery call with the freelance copywriter.

Once you arrange a call, here’s what to look for in a freelance copywriter: . . .

  • Have they come to the call prepared? (For example, have they taken the time to review your website?)
  • Do they ask good questions?
  • Are they prompt, friendly, and courteous?
  • Do they seem to have a genuine curiosity about your business?
  • Do they make good suggestions?
  • How do they keep up with copywriting and content writing trends? I like talking about my current favorite reads, like this marketing book by Nancy Harhut (Amazon affiliate link).
  • What’s their approach to writing?
  • What are their thoughts on AI?
  • What’s their process for editing? Do they use tools like Grammarly?
  • How do they charge? I’m a fan of project-based quotes. I’d be careful about working with anyone on an hourly basis, and not just copywriters. To understand why, read my blog post on how I advise copywriters to charge for their services.

This isn’t an exhaustive list, either. You might have some additional go-to questions that you normally ask vendors.

6. Pay attention to how the copywriter handles things AFTER the discovery call.

Here’s a good sign: The copywriter sends you a quick thank-you email for your time and reiterates when they’ll get you a proposal. You shouldn’t have to wait long for a proposal. Figure a couple of business days max.

If you have to nudge them about something as basic as getting you a proposal, that doesn’t bode well for your time-sensitive projects. Consider moving on. If they disappear completely, cross them off your list. (Sadly, this does happen.)

Once you get the proposal, review it carefully. Has the writer captured the project deliverables accurately? Does the project quote feel fair? (This is relative, of course. Even if it feels fair, it could still be beyond your budget.) Does the writer clearly indicate timelines? What are the payment terms?

Note: If you accept the project quote/proposal, EXPECT A FORMAL CONTRACT. This is business, and most serious writers will require a formal, legally binding contract. Most serious writers require a down payment (often up to 50% of the project quote) before work begins. Again, this is normal.

7. And finally, when it comes to how to hire a freelance copywriter, listen to your gut (and watch out for common red flags).

After going through the above, you’ll likely have a good sense of whether this writer is the person for you. Always listen to your gut. And watch out for these red flags:

  • Writers who ghost you or fail to respond promptly
  • Writers whose correspondence is littered with typos (an occasional typo is forgivable since we all make them, but more than one or two is definitely a red flag)
  • Writers who don’t follow up on what they say they’re going to do

Got a question about how to hire a freelance copywriter?

Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.

Why Hire a Copywriter: 5 Smart Reasons

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I spend a lot of time on this blog talking about how to be a successful copywriter. But why hire a copywriter in the first place? Can’t someone else in the company write that blog post or send the monthly email newsletter?

Remember, a good copywriter is an asset. Here are five reasons why it makes sense to hire one—either in-house or on a contract basis like you do with a freelance copywriter like me.

Psst. Do you learn better by watching a video? I got you! Scroll to the end of this blog post where you can view my video on this topic.

Why Hire a Copywriter

1. A good copywriter can help you clarify your brand messaging, tone, and voice.

What’s special about your business? How do you put that “something-something” into words that will compel prospects to take action? How do you put that special “something-something” into optimized words that can be found in search? How do you make sure that the special “something-something” theme is infused throughout all the different types of content you have, like a website, blog, social media, brochures, and the like?  A good copywriter will be able to capture the essence of your brand in words and parlay it into messaging that will resonate with prospects and current clients alike.

Now, I know what you might be thinking: “Well, I can do all that.”

Can you, though?

Aren’t you busy running a business?

Besides, do you truly understand what goes into branding and messaging, inbound and outbound marketing, SEO and social media? There’s a reason why big brands have full-time copywriters in-house and smaller businesses outsource to people like me.

2. A good copywriter can free up internal resources.

Sorry, but Bob from the mail room shouldn’t be tasked with blogging, and Peggy from accounting has enough on her plate without having to write pithy tweets.

Unless you or someone on your team is a naturally talented writer, it makes more sense to work with someone who has talent in writing.

A good writer can also take on overflow work. Much of the work I do falls into this category. The business might already have a full-time writer or marketing person on staff. There’s overflow work, but not enough to justify hiring another person full-time (and all that entails, like benefits). I serve as a cost-effective stop-gap.

Hiring a copywriter can free up in-house marketing teams to focus on other important tasks.

3. A good copywriter will understand how to write content that is optimized for search engines (SEO), which can help improve website traffic and ranking.

Digital marketing is where it’s at. A good copywriter will know SEO, and they’ll keep up with content marketing trends beyond SEO so that you don’t have to.

4. A good copywriter can help you create a consistent and cohesive brand identity across all marketing channels.

You’ve worked hard to create your business and connect with customers. Your brand identity matters, and it needs to be consistent across all marketing channels. A good writer will make sure that consistency stays intact.

5. A good copywriter can think in terms of strategy.

A good copywriter can do so much more than “just writing.” They can identify content gaps, they can provide input on larger marketing initiatives, and they can look at your existing content library and find ways to get the most out of every piece of content.

Because remember, a 2000-word white paper isn’t simply a white paper. It should be a series of blog posts and social media posts. It should be an offer in lead nurturing emails and the subject of a video for your YouTube channel.

Bottom line: A good copywriter is an asset, not a liability. Hiring or contracting a good one might be the smartest move you make.

Got a question for the Copy Bitch?

That’s me—I’m the Copy Bitch. I have over 20 years of experience as a freelance copywriter and love sharing what I’ve learned. Reach out with a question or leave a question in the comments on one of my YouTube videos.

20 Essential Copywriting Skills

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Want to be a kickass copywriter? Silly question. Of course, you do. Well, if that’s the case, make sure you embrace these 20 essential copywriting skills. I base these skills on my 20+ years as a successful freelance copywriter.

Do you learn better by watching a video? I got you. Scroll to the end of the blog post for the video I recorded.

20 Essential Copywriting Skills

1. Make sure you know how to write.

Duh, yeah, seems pretty basic, right? But I know many folks who dream of becoming a writer and spend ZERO time learning how to write.

How do I know? I used to be that person.

When I was a kid, I talked about becoming a writer. I did this through college. But I never devoted myself to the craft. That wouldn’t come until later when I somehow managed to get hired to teach a writing course to first-semester law students.

Nothing makes you learn something faster than teaching it. It was a humbling experience but also a critical experience for my growth as a copywriter.

If you’re not sure you’ve got writing “chops,” as I like to say, don’t fret. Writing is a learnable skill. Take a course. Udemy is a great place to check out. (I’m sure there are others.)

Once you feel you’ve got your writing chops, come back to this article and keep going.

2. You proofread like a pro.

Nothing can doom a copywriting career faster than sloppy mistakes. Listen, we’re all human, so typos can and will happen. But you must try your hardest to deliver sparkling clean copy to your clients. So get good at proofreading. Don’t treat it as a passive exercise, either. There’s an art to it.

Check out my video on proofreading tips and tricks. (Also, my hair looks really good in this video.)

3. You know the tenets of inbound marketing and content marketing.

As a copywriter, you need to know more than simply writing. You must understand inbound marketing, email marketing, search engine optimization (SEO), social media, design basics—the list is seemingly endless.

The good news is you can teach yourself all of the above. But this won’t be a “once and done” thing. You need to keep your finger on the marketing pulse and stay up with what’s trending in Copy Land and Marketing Land.

Subscribe to blogs and devote 30 minutes daily to reading about copywriting and marketing topics.

4. You’re creative and know how to tell good stories.

Can creativity be learned? Some would argue no. I like to think that everyone has a creative well inside of them. You simply need to figure out how to tap into it. And here’s the thing: I’m not talking about the type of creativity you need to sustain a whole novel or a screenplay. I’m talking about the little creative spark that can elevate a piece of copy from meh to wow.

So, yeah, I do believe you can learn how to become more creative for copywriting tasks like creating clever (and effective) email subject lines, writing compelling video scripts, developing memorable taglines, etc.

HubSpot has an excellent guide on becoming more creative when you’re not naturally creative.

5. You know how to ask intelligent questions.

I ask great questions. It’s one of the skills I bring to the table. And guess what? You can learn how to ask great questions, too.

I did a video and blog post on 10 copywriting questions to ask clients. Read. Watch. Learn.

6. You have mad interviewing skills.

As a copywriter, you’ll be doing many interviews when creating blog posts, white papers, guides, and the like. You need to know how to interview well. This skill comes naturally to some. But for introverts like me, interviewing people can be one of the most stressful parts of being a freelance copywriter. And yet, it’s also one of the most essential skills to embrace.

And yes, I have a blog post and video on how to sharpen your interviewing skills.

7. You’re not afraid of teaching yourself something you don’t know.

I’m a self-taught copywriter. I didn’t come into this with a degree in writing or English. (I was a communication major in college.) I’ve learned everything on the fly through books, online courses, blog posts, webinars, etc.

And I’m still learning! My newest obsession is ChatGPT. I’ll be doing a series of blog posts and videos this summer. Stay tuned.

Bottom line: You will need to teach yourself things along the way. Jump in.

8. You read—a lot.

Good writers read. Great writers read a lot. And not just for work but for pleasure.

Follow blogs and publications that have their finger on the marketing pulse. Off the top of my head, I recommend following . . .

9. You know how to research—accurately and quickly.

Anyone can plug a query into Google and get an answer. That’s not research. You need to understand how to conduct meaningful research, what a reputable source is, various media biases, your own biases, the difference between primary and secondary sources, etc.

You’ll be writing a lot of content that requires sound research and current data. If you’re weak in this area, focus on developing these skills and flexing this muscle—you’re going to need it.

10. You know what you don’t know.

Often, you won’t know what you don’t know. But much of the time, in our gut, we know what we don’t know. Never claim you know something when you don’t. (That rarely ends well.) Smart people don’t necessarily have all the answers—they know where to LOOK for the answer. (Which ties into the previous point.)

11. You listen well. You listen actively.

Listening well has become a lost art. Our attention spans are shrinking, and so many things are vying for our attention. But listening well and learning to listen actively is only going to make you a better interviewer, a better thinker, and a better partner to your clients and colleagues . . . and it will help you in your daily life as well.

12. You communicate well in writing and verbally.

Many writers suffer from “marble mouth,” meaning we’re much better at using written words than spoken words. It’s natural and understandable. But to take your copywriting business to the next level, you must practice communicating well verbally. You’ll speak with clients, their clients, subject matter experts, fellow writers at networking events, etc.

No one is expecting you to deliver a TED talk. But challenge yourself to improve from where you are today. For example, that might involve getting better at speaking on the phone.

Don’t ignore your written communications, either. I’m not talking about client deliverables—I’m assuming you’ve done a great job there. I’m talking about the emails and texts you send to clients and the comments you leave on social media. Remember, your writing will be under deeper scrutiny if you call yourself a writer. This is fair.

Recently, I’ve seen several budding copywriters make sloppy mistakes in social media comments. I can forgive a typo or two. I have difficulty getting past zero punctuation, misspellings, poor grammar, and incomplete thoughts. I’m watching. So are other people. You’re always on. That’s the world we live in.

13. You meet deadlines.

Deadlines are not suggestions. If you struggle at meeting deadlines, you’ll struggle in this business. So figure out how to get better at this ASAP. Maybe working with a business coach might help. Or having an accountability partner. Maybe give yourself a different deadline than you give the client (and stick to your internal deadline).

14. You can play well with others, but you can also fly solo.

Many writers are introverts and love working alone. (HI!) But keep in mind that you will have to collaborate at times. So you’ll want to make sure you sharpen this skill . . . or if you have it going in, don’t let it get rusty. (The pandemic had this effect on many of us.)

15. You’re good at budgeting your time.

This point relates to the deadline point. If you’re freelancing, you’ll be juggling multiple clients and projects. This is a skill that you usually have to learn as you go. And you will probably falter a bit in the beginning as you get to know your own pace. My best advice here is to always under-promise and over-deliver to the client. If you think you can get a website done in two weeks, tell the client three weeks. I can almost guarantee something will come up. And if it doesn’t, and you deliver the project in two weeks, you’ll look like a rock star.

16. You’re empathetic.

Empathy is when you put yourself in someone else’s shoes and see things from their POV without passing judgment. We need more of it in this world. And it’s an essential concept in marketing. Read more about empathetic marketing here.

17. You don’t panic.

You don’t panic when business slows down, when you get negative feedback from a client, or when new tech hits the scene like ChatGPT. Because here’s the honest truth: You will have ups and downs in your business life, just like in your personal life. The key is not panicking. When something goes awry, take a deep breath, go for a walk, think about the next steps—and then take them.

For example, if work has slowed, reach out to past clients to remind them you’re still available. Send them links to recent work. Go to a networking event through your local Chamber of Commerce. Network virtually through groups on LinkedIn. Etc.

18. You know how to set boundaries, including when to say no.

Ah, boundaries. You must set them—with partners/spouses, kids, pets, and friends. You need to set them with yourself. (As in, you shouldn’t always be working. You need to take time away from your keyboard.) You need to know when and how to say no. This is not an easy skill. But again, it is an essential skill that will serve you well as a freelance copywriter.

19. You’re not afraid to talk about money.

You run a business. Don’t be afraid to discuss money. For example, if a client is late paying you, even if it’s only one day, reach out. That’s what the cable company would do, right? This is no different. More than likely, it’s an oversight, which is fine. But you still need to get paid.

Don’t underestimate the value you bring to the table as a freelance copywriter.

Don’t undersell yourself. (Check out my video and blog post on what to charge for copywriting services.)

20. You mind your copywriting ‘house.”

This ties in with the previous point. YOU’RE RUNNING A BUSINESS. You must keep good books. You must pay quarterly estimates to the IRS and your state (if you’re in the US). You must understand basic accounting concepts, reasons to buy supplemental insurance (e.g., disability, business), and whether you should become an LLC.

I know, I know. You just want “to write.” But if you want “to write” without dealing with all the rest, you might be better off treating writing as a hobby rather than a profession.

Trust me; I get it. And I’m not always great about minding the details consistently. But I always come back because this is my profession and livelihood.

Got a Question for the Copy Bitch?

That’s me! I’m the Copy Bitch. Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.