Types of copywriting
Copywriting isn’t a one-size-fits-all kind of thing. Depending on the goal, audience, and platform, the approach can vary wildly. Let’s break it down:
Sales copy
This is the classic “Buy now!” kind of writing. Sales copy is designed to close the deal quickly, whether it’s on a landing page, in a product description, or even in an ad. It’s punchy, persuasive, and straight to the point. Think of it as the elevator pitch of writing.
Web copy
Ever landed on a website and instantly felt like you were in the right place? That’s good web copy at work. It’s the navigation system of the internet, guiding visitors through a site while subtly nudging them toward taking action—like booking a call or checking out a product.
SEO copy
This is where keywords meet creativity. SEO (search engine optimization) copy is designed to help content rank on Google while still being engaging for human readers. It’s a delicate balance, but when done right, it turns searchers into customers.
Email marketing copy
You know those emails you actually read instead of sending straight to trash? That’s email marketing copy. It’s all about nurturing leads, building relationships, and eventually driving action—whether it’s signing up for a webinar or buying a product.
Ad copy
Ad copy is the short, snappy stuff—billboards, Google ads, Facebook posts. The goal? Grab your attention instantly and get the message across in as few words as possible.
Brand copy
This is the big-picture stuff: taglines, mission statements, and brand storytelling. It’s about defining who the brand is and how it wants to connect with the world.
What skills do you need as a copywriter?
Copywriting isn’t just about being good with words. It’s about using words in the right way—words that grab attention, spark curiosity, and guide people toward action. But to do that, you need more than a flair for writing; you need a mix of strategy, creativity, and people skills. Let me show you what I mean.
Back when I was leading a team of copywriters, I thought their job was all about coming up with clever ideas—throw in a bit of natural talent, a thesaurus, and voilà. But one project changed everything.
We were tasked with creating a landing page for a product launch. It seemed straightforward, but the stakes were high—we needed it to deliver results, fast. Watching my team tackle the challenge was eye-opening. They didn’t just sit down and start writing. They became detectives, uncovering what the audience cared about most and figuring out the exact words that would resonate. Every detail was intentional. They didn’t just brainstorm; they analyzed the brand’s tone, tested hooks, and refined every sentence until it was razor-sharp.
Here’s what I learned are the must-have skills for a copywriter: