The Ultimate Guide to Copywriting
Written by Direct Response Copywriter & HubSpot Consultant Lynn Swayze
Welcome to The Ultimate Guide to Copywriting. This FREE and ever-expanding web resource was created to help readers like you understand the copywriting industry better. The Ultimate Guide to Copywriting covers almost everything you need to consider a career in copywriting, including the niches available, what kinds of copy you can write, which courses you could take, and how to find a copywriting job.
It's constantly being updated and expanded, so please check back again to keep learning.
Part I: Copywriting 101
1.1 What is Copywriting?
The natural first question is simple, “What is copywriting?”
There are likely many way to answer the question, but I find the following sentence to be the simplest to begin with:
Copywriting is writing which is designed to encourage potential customers to take action, such as click a link, subscribe to an email list, contact the seller, or make a purchase.
While many digital marketers will say that copywriters only write for the internet, the fact is, copywriters first began writing for printed materials such as newspaper ads, direct mail, television advertisements, and booklets.
The writing is called “copy”, which is why writers who product this kind of writing are called, “copywriters”.
Of course, this definition of copywriting isn’t shared across all industries. For brand advertisers, they might say that copywriting doesn’t have to elicit an action. (Billboards are a great example of this kind of copywriting.)
Another copywriting definition is, “salesmanship in print.” This definition is common among direct response copywriters, and basically means that we employ the same strategies good salespeople do, except instead of selling one-to-one, we attempt to sell one-to-many.
1.2 What is the Purpose of Copywriting?
While generally, the purpose of any copywriting is to get someone to take action (literally, "respond!"), not all action is the same.
Some goals of copywriting include:
- Being "aware" and remembering a brand
- Subscribing to something
- "Opting in" to something
- Adding an item to a cart
- Clicking a button
- Clicking a link
- Submitting a form
- Calling a number
- Sending an email
- Walking into a store or location
- Asking for a person (e.g., "Ask for Chris!")
- Taking an action (e.g., "Don't smoke", "Watch now", "Vote for me")
- Staying engaged or reading
- Donating money or time
As you can see, there are many different "goals" of copy. . . however almost all of them involve persuading the a specific person to take some sort of action. Not all of these actions are directly trackable, but that's another matter.
The point is that copywriting is designed to elicit a response of some form in favor of a brand, business, person, or organization.
1.3 Correct and Incorrect Usage of "Copywriting"
In this table, you'll find correct and incorrect spelling and usages for writing about copywriting. Getting these right will make you look and sound more professional to employers, especially if you are an ESL writer.
1.4 Examples of Copywriting
Examples of copywriting surround you everywhere you go. Copywriting is what you see on web pages, on the ads you see on social media, and in infomercials. Copywriting is found in magazines, on the cover of books, and in between videos on YouTube.
Some examples of copywriting:
- Social media advertisement on your feed or between videos
- Ads on Craigslist or in your newspaper or Yellow Pages
- Billboards on the side of the road
- Commercials on TV
- Landing pages and long-form sales pages
- Webinars and "masterclass" videos
- Opt-in pages getting you to subscribe for a free guide
- Amazon book descriptions
- Product descriptions in catalogs and online
- Emails selling a product
- Political emails asking for donations
- Website copy, such as on landing pages and about pages
Here’s an example of a Facebook ad from Kasia Urbaniak, a coach for women.
Copywriting is literally everywhere, and once you notice it, you probably won't be able to ignore it when you see it in children's magazines, on the television, in political advertisements, or anywhere else. Even the back of juice boxes have copy!
The good news? All this copy means there's high demand for quality copywriters. And it doesn't matter what niche you in, if there is a business in that area, there's a need for writers who can create compelling copy.
1.5 Copywriting Confusion: Common Copywriting Questions
Much to the chagrin of copywriters everywhere, some people confuse copywriting with copyrighting, which is the act of gaining a copyright for a product or service. The two are not at all the same thing, which is why they are spelled differently. If you make a living writing copy, chances are you’ll have to explain this difference very often.
In the next few sections, I'll answer some common questions about copywriting.
What is a Copywriter?
A copywriter is a type of writer who writes copy. Copywriters often work on the marketing team, but can also be found in PR and sales. A copywriter crafts engaging copy, which you learned from the definition of copywriting, is generally designed to get an individual to take action.
There are many "types" of copywriters. When I mentor copywriting cubs, I generally tell them to specialize, and for good reason! You can be a Direct Response Copywriter, a B2B Copywriter, a Financial Copywriter, an SEO Copywriter, a Technology Copywriter, a White Paper Copywriter, a Brand Copywriter, an Email Copywriter, and more. You'll learn about these types of copywriting in [later section].
Who Hires Copywriters?
Every business or organization needs copywriting, which means almost every type of business hires copywriters. In some businesses, this is a formal position, whereas in others it's just something the marketing team does.
Copywriters are often hired by:
- Marketing and advertising agencies
- Magazines and newspapers
- Publishing Companies
- Direct Response Publishers, like Agora or AWAI
- Internet marketing companies and brands
- Supplement sellers and shops
- Consulting companies
- "Gurus" who have books, courses, and conferences
Is Copywriting a Real Job?
Making money writing can sometimes feel too good to be true, which is why some people might wonder if copywriting is a “real job”.
It is! Copywriting is a real profession with standards, training, certifications, and even awards.
In fact, copywriting has been a legitimate job since before the 1900s!
A brief search of copywriting job ads led me to over 1,345 jobs on one site. In case this number feels too low (!), there are hundreds of places to find copywriting jobs and this number doesn't even include international jobs or jobs which never even get a formal job ad.
Some ads I found just on that site:
Later on in this guide, I reveal some places to find copywriting jobs. For now, simply rest assured knowing that they are out there, there's a lot of them, and they pay pretty decently even at the starting level.
How Much Do Copywriters Make?
Copywriters can earn between $30,000 a year to over $100,000 per year.
How much a copywriter earns depends on the industry, their past results, their years of experience, and geographic location. Corporate copywriters often make less than freelance copywriters and copywriters who work for direct response companies.
Many direct response copywriters find it easy to charge $30-$100 an hour or the equivalent for their direct response copy. In the corporate setting, expect $50,000 or so to start in the United States. UK and European salaries tend to be far less, but they come with trade-offs like healthcare and social safety nets.
At the end of the day, what you can earn as a copywriter is entirely up to you and your hard work.
What’s the Difference Between Copyrighting and Copywriting?
People often confuse copyrighting and copywriting. Copyrighting is the act of getting a copyright for a product or service, represented by a (C). Copywriting is the act of writing copy; copy is marketing or sales writing designed to get a person to take a desired action.
Remember, pursuing a copyright is a legal action, and has nothing to do with copywriting, which is marketing.
What’s the Difference Between a Copywriter and a Content Writer?
With so much writing in marketing, people often confuse copywriting and content writing. In fact, in many corporate settings, it's not uncommon for content writers to be called copywriters, or for content writers to write copy.
Here's what you need to know: copywriting and content writing are both marketing writing. The difference comes in the type of marketing assets produced by the writers and the goal of the writing.
- Assets: Most often, content writers write "content" for a blog or website, or internal marketing like company newsletters
- Training: Content writers can come from various backgrounds, most often journalism or communications
- Goal: The goal of content writing is usually to generate brand awareness
- Assets: Copywriters write sales-oriented content like advertising, emails, landing pages, and emails
- Training: Copywriters come from all backgrounds, but are often trained to understand sales and psychology
- Goal: The goal of copywriting is generate direct action, more leads, and ultimately more revenue
At the end of the day, both copywriters and content writers are valuable members of the marketing team. But when it comes to conversions, the fact remains that the two types of writing are not interchangeable. And thanks to their proximity to revenue generation, copywriters tend to be more highly paid than content writers.
Because this is a guide to copywriting, I assume you eventually want to become a copywriter. One path to getting copywriting work is to start in content writing. As a content writer, you'll contribute to a company's marketing efforts by writing "top of funnel" article content, and you'll begin to see how content contributes to the overall buyer journey.
Is Copywriting a Growing Industry?
Yes! Copywriting is still very much in demand.
Thanks to the 2020 COVID-19 pandemic, many businesses realized they couldn't rely only on referrals and walk-in traffic.; they need a way to generate demand and get sales that isn't reliant on foot traffic. This has caused "digital laggards" to increase their marketing efforts by updating their websites and engaging in marketing.
But they aren't the only ones who increased their marketing in 2020 and beyond. Almost every business decided to expand their marketing efforts in 2020. This led to an increased demand for all kinds of marketers, but especially for copywriters who can write ads, emails, landing pages, and social media.
Just look at some of these articles!
"Since the onset of the pandemic, listings for remote marketing jobs have increased fivefold. Whereas just 2% of marketing roles were remote on March 1 2020, today nearly one in 10 are. In the past six months alone, LinkedIn has seen a 177% increase in the number of remote job postings for marketing roles. . .
The top-growing remote jobs, in order of growth rate from highest to lowest, include digital marketing specialists, copywriters, digital marketing managers, search engine optimization specialists, content writers and social media managers. Other rapidly-growing positions include marketing managers and media buyers." - SOURCE
"Businesses are recognizing a need to innovate and differentiate in the way they reach potential customers and are looking to their marketing departments to help drive that innovation. On LinkedIn, we’ve seen a 63% increase in marketing jobs over the past six months. In total, more than 380,000 marketing job listings were posted over the past year." - SOURCE
Remember, every marketing campaign needs copy to go with it. Ad campaign? Someone's gotta write the ads, lead magnet, and follow-up messages. Sales push? Someone's gotta write the outreach, or the one pager, or the case study. New webinar? You get the point.
All this to say - now is as good a time as any to become a copywriter.
Are Copywriters Needed in Technology?
Yes! Copywriters are needed in technology now more than ever thanks to the rapid proliferation of startups and software apps, and the software development companies supporting them. Copywriters in technology help by creating demand for apps, writing web page content, assisting with sales emails, and writing ads for campaigns.
Are Copywriters Needed in B2B?
Yes! There is a large demand for copywriters in B2B, especially in enterprise-level companies. Copywriters help B2B companies generate demand for products and services, assist sales in filling the sales pipeline, create marketing to shorten the sales pipeline, and create all of the marketing collateral needed to increase revenue.
Are Copywriters Needed in Finance?
Yes! Copywriters are needed in finance to sell financial services, expand wallet share for banks, launch banking platforms, and sell investment publications.
Financial copywriting tends to be more regulated than in other industries, however this regulation means there's even more demand for qualified and competent marketing help.
Are Copywriters Needed in Health?
Yes! The health industry needs copywriters. A copywriter in health could work for supplement sellers in a more direct response capacity, they could create marketing materials for pharmaceutical companies, or they could serve health insurance providers. Alternative health, another niche, also always needs copywriters , as do healthcare providers like dentists, doctors, chiropractors, and therapists.
Why do people go into copywriting?
People go into copywriting for many reasons. Some fall into it while working in other areas of marketing and sales. Other see ads for courses, like those taught by AWAI, and decide they wanted to cash in on the lucrative world of direct response copywriting. Yet others, like me, always knew they wanted to write for a living and found a way to do it.
There is no "wrong" reason to go into copywriting, per se, although if you're just in it for the money it's going to be hard to feel passionate enough about your clients and their results to GET GOOD at copywriting. At some point, you have to treat it like a profession. People lives and businesses are at stake, and getting it wrong could cost people their livelihoods.
Whatever your reason, make sure that reason is one you can stick with for the long-haul. Copywriting is a profession and the people who work in it take it seriously. You'll need something solid to keep you going when you feel like giving up or moving to something easier.
Part II: Types of Copywriting
In Part II: Types of Copywriting, I answer the question everyone asks, “What kind of copywriting should I go into?”
Together, we’ll examine the niches of copywriting a writer could specialize in. I’ll also provide some helpful resources for learning more about that particular specialty.
Note that these copywriting approaches are more methodology than industry or type of copy, however they're useful terms for the clients who hire for them so I've included writeups on each.
In Part II, I'll also provide a breakdown of specific copywriting niches, both by industry as asset type. I do this because as a copywriter, you could specialize by industry (fitness), by asset (emails), or by both industry and asset (VSL copywriter for supplements). In order to pick a specialization you'll actually enjoy, I feel you need to know what's actually out there and available to you.
Direct-Response-Friendly Copywriting Niches
- Dating Copywriting
- Fitness Copywriting
- Business Opportunity (Biz Opp) Copywriting
- New Age Copywriting
- Info-Marketing Copywriting
- Not-for-Profit (Fundraising) Copywriting
- Technology Copywriting
- Personal Development Copywriting
- Alternative Health & Supplement Copywriting
- B2B Copywriting
- Ecommerce Copywriting
- Financial Copywriting
- Christian Copywriting
- Ad Copywriter
- Advertorial Copywriter
- Email Copywriter
- Upsell Copywriter
- Landing Page Copywriter
- B2B Copywriter
- White Paper Copywriter
- Website Copywriter
- Lead Magnet Copywriter (Books Especially)
- VSL Copywriter
- Webinar Copywriter
- LinkedIn Copywriter
- Sales Outreach Copywriter
- Resume/Career Copywriter
With that, let's get started!
2.2 Copywriting Approaches Writers Specialize In
Sometimes, copywriters don't want to specialize too far. This is especially true if you work for an agency or in a corporate setting, where it's a benefit to be able to say you can "write anything".
Copywriters will thus use these methodology-based differentiators when they are generalists but still want to call out a specialty. Copywriters also tend to add these methodologies to their title when they want to call out the approach they use to attract like-minded clients.
For example, I like to say I am a Direct Response Copywriter, because for clients who know, this is an important differentiator. As a direct response copywriter, I have a specific approach and decision-making process that's different from someone trained in a different style of copy. If I'm trying to reach a specific niche, I'll tailor my positioning and title to match my prospect's needs.
Words matter, especially where jobs are on the line.
Copy Methodology: Direct Response Copywriting
Direct Response Copywriting is a methodology made popular by marketing experts such as Eugene Schwartz, Gary Halbert, Gary Bencivenga, Jay Abraham, and Dan Kennedy.
According to Kennedy,
"Direct Response Marketing is designed to provoke an IMMEDIATE response from the customer, through clear CTAs (calls to action) and other techniques, in order to generate reactions and feedback while encouraging decision-making." - SOURCE
Direct Response Copywriters are most often associated with internet marketing thanks to its association with Agora Publishing and internet marketing companies like it. In direct response copywriting, writers often have a sales, engineering, or music background. Due to the more aggressive nature of direct response copywriting, few direct response copywriters come from journalism.
Direct Response Copywriters focus on:
- Revenue-driven metrics like opt-ins, LCV, AOV, and sales
- List size and list growth, looking at both quantity and quality of leads
- ACTIONABLE calls to action and a clear offer for everything
- Direct language focusing on the sale or next step in the buyer journey
- Clear offers with premiums, guarantees, and benefits
- Levels of awareness (Unaware, Desire Aware, Problem Aware, Solution Aware, Overaware) and Market Sophistication
Helpful Resources to Learn More About Direct Response Copywriting
Copy Methodology: Inbound
Inbound Marketing, and of course Inbound Copywriting, is a methodology created by HubSpot to describe the value-first and customer-driven approach that HubSpot espouses. In the Inbound Methodology, marketing and sales activities are either inbound or outbound, hence the name.
Inbound Activities are activities that attract a prospect to your business, such as SEO-driven blogging, valuable lead magnets, and community-building.
Outbound Activities are activities which reach out to the prospect directly, such as sales messaging and advertising.
Both of these can be tracked inside HubSpot, which makes sense given the software and methodology were designed in tandem.
Instead of focusing on action and revenue or the awareness cycle, the Inbound Methodology describes three stages in a "flywheel":
- Attract: drawing in the right people by giving them valuable content and conversations
- Engage: providing insights and solutions that align with their pain points and goals so they trust you enough to buy from you
- Delight: giving help and support to your customers so they see success with their purchase
Inbound Copywriters Write:
- Lead Magnets, such as guides, white papers, and case studies
- Outbound emails, such as used by the sales team
- Inbound emails, such as those used in marketing
- Landing Pages, to encourage opt-ins or sell more products
- Blog Content, to support a robust SEO strategy
Helpful Resources to Learn More About Inbound Copywriting & Marketing as Taught by HubSpot
Copy Methodology: SEO Copywriting
SEO Copywriting is a form of copywriting driven by Search Engine Optimization (SEO). As a copywriting method, it's focused on developing website content, including landing pages and blog posts, which appeal to both humans and the search engine-algorithms.
SEO Copywriting is mostly content writing, rather then copywriting, however you may be asked to write landing pages, sales pages, and website pages based on keywords.
SEO Copywriters focus on:
- Keyword research and selection, including for head keywords and short/medium/long-tail keywords for their content
- Content relevancy and value in addition to salesmanship
- How well content ranks for keywords, which increases organic traffic
- Content which matches ad keywords, such as Google search ads based on keywords
- Writing headings, sub-heads, and content which supports keywords
Overall, expect SEO Copywriting to be a desired skill for jobs with corporate marketing teams and marketing agencies. Direct response publishing companies will not ask their copywriters to be proficient in SEO, since SEO is considered a function of content marketing.
Helpful Resources to Learn More About SEO Copywriting
Copy Methodology: Digital Copywriting
The next methodology copywriters can specialize in is "Digital Copywriting".
Digital Copywriting is a form of copywriting which writes exclusively for the web. Digital copywriting is a skillset within Digital Marketing, which encompasses:
- Digital Copywriting
- Online Advertising
- Email Marketing
- Content Marketing
- Marketing Analytics
- Search Engine Optimization (SEO)
- Social Media Marketing
There is no unified set of "best practices" for digital copywriting, however some common ones are to write to your audience, use active voice, write clearly, and have a call to action.
Copy Methodology: NLP Copywriting
Another form of copywriting is NLP Copywriting.
Here, NLP stands for "Neuro-Linguistic Programming", which is a form of persuasion/hypnotism that focuses on the word patterns used. (Not to be confused with that other NLP, Natural Language Processing.)
The goal of Neuro-linguistic Programming is to help change how someone thinks about themselves and their problems; it was influenced by the highly successful clinical work of Milton Erickson.
NLP Copywriters are an extraordinarily small subset of copywriters who use NLP techniques in their copywriting and tell clients about it. In truth, almost all good copywriters use techniques of NLP in their work, so it's really a matter of saying you specialize in it.
NLP Copywriters base their techniques on the mental model of the prospect they're trying to influence.
NLP Copywriting Techniques:
- Pacing and Leading, where you put the reader in a preferred state of mind so you can logically lead them to a conclusion (hopefully, to buy)
- Future Pacing, where you help the reader "imagine" their future life and transformation
- Sub-modality mixing, where you make sure to use a good mix of VAK language throughout the copy
Helpful Resources to Learn More About NLP Copywriting
For the record, almost no copywriting working today will admit to using AI tools to help them write content and copy unless they're an affiliate for one of these products.
AI Copywriters use these tools to:
- Generate content ideas and headlines based on keywords or phrases
- Write content based on keywords and user-provided sources
- Draft first-round content which they can then "clean up" and present to the client
- Generate new leads and different wording which they can test in marketing campaigns
- Optimize content to rank higher in search traffic
Expect artificial intelligence tools to become more popular in content and copywriting as time goes on, with more people providing guidance as to how to use these tools to generate converting content faster.
2.3 Copywriting Niches by Industry
In this section, I'll briefly explain some of the common copywriting specialties sorted by industry. As I mentioned in a previous section, copywriters can specialize by industry, by asset, by methodology, or by a combination of all three.
Alternative Health Copywriting / Alternative Medicine
One copywriting niche almost always in demand, especially in the United States, is in the Alternative Health/Alternative Medicine Space.
"Alternative Health", also known as complementary medicine, is an industry which sits outside the traditional health industry, such as herbal supplements, acupuncture, Ayruvedic medicine, and energy therapies.
Alternative health copywriters, sometimes also known as "wellness" copywriters, write assets such as books, newsletters, articles, free reports, emails, landing pages, VSLs, and advertorials. You could work for a franchise at Agora (such as Nutrition & Healing) or for independent companies who sell information, courses, and supplements.
This is an industry where you must understand your target market and what they believe about health, healing, and who the "enemy" is.
Many alternative health products are geared toward the aging population, however this isn't always the case.
Some Alternative Health Copywriters to Follow:
- Carline Anglade-Cole, a industry veteran with many controls under her belt. She runs a copywriting coaching program
- Mark Pescetti, who writes VSLs and campaigns for alternative health products
- Kim Krause Schwalm, an "a-list" alternative health copywriter who also mentors junior copywriters
- Matt Ambrose, another in-demand alternative health copywriter
- Ellery J. Eden, a direct response-trained alternative health copywriter
- Faith Davis, a healer and holistic health writer
- Deepak Chawla, who writes email creatives in the health niche
- "Doberman Dan", supplement owner and direct response copywriter
B2B, also known as Business-to-Business, is a type of copywriting which focuses on selling products and services to businesses, rather than consumers. B2B copywriters work for clients who have, as their clients, other businesses.
B2B is a very broad market, which is why I always suggest specialization to B2B copywriters.
That's because there are many sub-niches within B2B, such as:
- Industrial manufacturing
- Consulting Services
- Technical Services
- Marketing Services
- Cleaning Services
- Staffing / Recruiting Services
- Enterprise Software Products
Getting good at B2B copywriting will require you to learn the specific terminology, expectations, and goals of the clients in the particular sub-niche you choose. You'll want to learn who the other companies are, who your avatar is, and what the value propositions are for your client's products and services.
Some B2B Copywriters to Follow:
- Steve Slaunwright, a B2B Copywriter and Copywriting Coach
- Bob Bly, a prolific B2B copywriter and author
- Tal Sam, a B2B Copywriter with a recommendation from Bob Bly!
- Gordon Graham, "That White Paper Guy", who specializes in White Papers
- Thomas Clifford, a "jargon-free" B2B Copywriter
- Rachel Foster, a B2B Copywriter out of Canada
- Chris Hardee, a SAAS Copywriter with robust technology experience
- Lynn Swayze, a B2B copywriter specializing in consultants, consulting agencies, and technology
- James Tuckerman, founder of "B2B Talk" on Facebook
- Josh Braun, sales messaging specialist for B2B brands
- Elyse Savaki, sales messaging copywriter specializing in LinkedIn and email cold outreach
Business Opportunity (Biz Opp) Copywriting
One common copywriting niche, especially in Direct Response Copywriting circles, is "Biz Opp" Copywriting. Biz Opp, or business opportunity, is a type of product or service which helps people create a business.
Biz Opp Copywriters Write About Topics Like:
- Franchises which could be invested in
- Work-at-home opportunities
- How to become an online entrepreneur
- How to become an online consultant/coach
- Freelancing career development and training
- Passive income business ideas
- How to make money online (blogging, ecomm, affiliates)
You can explore some classic Biz Opp Swipes here.
One thing to note is that the FTC is very, very concerned with scams in this industry, and has cracked down hard on marketers and publishers in the past. Click here to read a handy resource about the FTC's "Biz Opp Rule" and here to see it straight on the FTC's website.
In direct response circles, we say that there are three areas which will always be in demand: finance, health, and relationships. That's because these are fundamental concerns for every human being alive.
Some copywriters specialize in Copywriting for the Dating Niche. This niche covers products, services, platforms, and communities designed to help people with their relationships and dating/sex life.
Dating Copywriters Write About Topics Like:
- Pick up Artist (PUA) Techniques
- How to Find a Quality Partner
- How to Build a Better Dating Profile
- Matchmaking Services
- Dating Platforms and Apps
- How to Have Better Sex / How to Get Laid
- Flirting Techniques
Unfortunately, there aren't really any resources for getting good at the dating niche, and few copywriters specialize in it. The best thing you can do is study what's live in the industry and learn what this market wants.
Ecommerce (Ecom) Copywriting
Copywriters aren't just needed for services and agencies. They're also needed for shops, especially online shops. The online shopping industry is known as "ecommerce", and copywriters who work in this niche are called ecommerce copywriters.
Ecommerce copywriters write:
- Shop landing pages
- Product ads on Google, YouTube, Facebook, Instagram, and TikTok
- Product landing pages / Ecommerce landing pages
- Product descriptions
- Emails / email creatives
- Product VSLs
- Social media content
Some Ecommerce Copywriters to Follow:
- Danavir Sarria, ecommerce copywriting agency owner
- Mike Stenger, ecommerce copywriter
- Kelvin Mike Paul, an ecommerce email copywriter
- Keisha Chantalle Smith, an ecommerce copywriter specializing in social media ads
- Brian Caseletta II, ecommerce copywriter
- Selina Hill, ecommerce copywriter
- Lauren Tassi, ecommerce copywriter for bold brands
Financial (Finance) Copywriting
What is financial copywriting? Financial copywriting is writing for the finance industry, most often for info marketers selling financial publications either to consumers or to financial professionals. Financial copywriters also help financial advisors, FinTech platforms, insurance companies, and financial service providers.
Effective financial copywriting requires an affinity for and knowledge of topics like:
- World economics, the Treasury, fiat, and cryptocurrency
- Technological innovations and hot new IPOs
- The stock market and other investment vehicles
- Personal finance and concerns about personal finances
- Politics and current events, especially conservative politics
- Mathematics, especially interest rates, investment calculations, and statistics
Financial copywriters write landing pages, VSLs, emails, web copy, opt-in pages, ads, advertorials, blog content, newsletters, and more.
This is a high-paying niche, but also a difficult one due to the FTC and other industry regulating bodies.
It is absolutely essential that you understand how to write converting and legally compliant marketing copy.
An agency specializing in financial copy is MarketSmiths.
Some Financial Copywriters to Follow:
- Carmine Mastro Pierro, a Toronto-based copywriter
- Susan Greene, a copywriter for financial advisors and financial planners
- Jake Hoffberg, financial copywriter and founder of "Becoming a Six-Figure Freelance Copywriter"; he's connected to many financial copywriters worth following and hiring
- Kate Toon, a financial copywriter
Fitness Industry Copywriting
Almost every industry needs copywriters who understand the pain points, desires, and "dog whistle language" of that industry, and fitness is no exception. Fitness Copywriters write copy and design marketing campaigns and offers for:
Fitness copywriting is almost always B2C, and very often overlaps with weight loss copywriting. As a fitness copywriter, it's going to be important to understand human physiology, fitness words and methods, common pain points of those trying to get fit, and common fitness tools and exercises.
Some Fitness Copywriters to Follow:
- Aaron Crocker, whose work was featured in Dan Kenendy's No BS Guide to Brand Building by Direct Response
- Bernie Boyd, a prominent fitness copywriter
- David J. Sautter, a fitness trainer-turned-copywriter
- Jessica Collins, a health and fitness copywriter
- Dean Mackenzie, fitness copywriter
- John Vishnesky, a health and fitness copywriter
Information Marketing (Info-Marketing) Copywriting
Information marketing, also known as info-marketing, is a type of businesses that sells information products.
Information products include courses, membership sites, audio programs, video programs, e-books, workbooks, home study courses, events, conferences, and the like. Copywriters who write for this industry must know how to pull a buyer through an ascension funnel.
Information marketers sell products across all industries; marketing, biz opp, health, wellness, and more are sold via information products. Information marketers primarily sell information, often through an ascension funnel, and sometimes sell consulting services on the back-end.
Some Information Marketing Copywriters to Follow:
- Dan Kennedy, industry-recognized Info-Marketing Copywriter, Marketer, and Publisher of the "No B.S." series of books and Magnetic Marketing
- Alen Sultanic & Robert Neckelius, founders of "Nothing Held Back" and "Automatic Clients"
- Scott Martin, a proven copywriter for information marketers
- Trevor "Toe Cracker Crook - copywriter and copywriting mentor
- Geeta Nadkarni - messaging coach for consultants, experts, and info-marketers
- Ben Settle, who specializes in emails and landing pages
- Ken McCarthy, legendary internet marketer and copywriter
- Lynn Swayze, information marketing copywriter for experts, founder of Offer Therapy™
New Age Copywriting
Copywriters are needed in all niches, and one obscure niche that has a need for qualified, passionate copywriters is new age. New Age is to spirituality and psychology what alternative health is to medicine.
New Age incorporates everything people call "woo woo" such as:
- Reiki Healing
- Energy Healing
- Tarot Reading
- Crystal Magic
This industry is full of heart-centered and spiritually-minded individuals who desire copywriters who align with their mission and values. Getting the copy right is essential for these clients.
Some New Age Copywriters to Follow:
- Lisa at Heart-Centered Copy, a copy coach and writer
- Andy O'Bryan, who gives "persuasive, heart centered copywriting for coaches, speakers and wellness practitioners"
- Amanda at Soulful Creative Studios, who writes for heart-centered and spiritual businesses
- Autumn Darbrow, an "Intuitive Copywriter"
- Madison Reed, who works with life coaches, health and wellness coaches, and creative entrepreneurs
- Chanti Zak, a copywriter who specializes in quizzes and funnels but who's worked with new age brands
Nonprofit (Not-for-Profit) Fundraising Copywriting
Not-for-profit Organizations are always in need of more funding. They can get this funding through grands from foundations or through individual donations. Copywriters are hired to assist with both.
Copywriters who help with grant applications are called Grant Writers, and they are always in demand due to their value in the non-profit space.
Not-for-Profit Copywriters looking to solicit individual or corporate donations for the organization may:
- Write website copy which showcases the impact the organization has on the community
- Create landing pages around a particular project, initiative, or candidate
- Send emails to prospect and past donors to solicit their ongoing investment
- Run advertising or marketing campaigns to encourage donations
- Design "gifts" to give to donors in exchange for their time or money
- Design, write, and launch direct mail campaigns for fundraising
- Write annual reports highlighting the success of the organization
- Write success stories and impact statements for the organization's marketing
Some Not-for-Profit Fundraising Copywriters to Follow: