The Skills Every Aspiring Copywriter Needs to Succeed

So, here we are.

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You want to become a copywriter.

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Whoever you are — a designer who also has a way with words, a creative looking to pivot focus or open up a new stream of revenue, someone who’s always had a knack for writing and is looking for something new — we want you to know that there’s room for you in the copywriting world.

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So, yes, copywriting would love to have you. But landing a great copywriting job isn’t just about being good with words (though you do need that). It’s also about how to use those words with purpose.

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The best copywriters know how to combine their creativity with strategy, after all, and even if you’re just starting out, these skills can be learned.

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And if you’ve got a few minutes, we’ll show you how. Today’s blog is breaking down the top 10 skills that will not only boost your confidence in your writing but also make the content you create irresistible to hiring managers and clients.

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Ready to start turning your writing into a career?

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Let’s get started.

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Why Copywriting Skills Matter in 2025

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Good copywriters have always been sought after but, in 2025, it’s become one of the most in-demand creative skills there is.

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As more and more brands compete for attention on social media and through email campaigns, the ability to write clever, engaging, and strategic copy is a huge asset.

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Here’s why copywriters are more in demand than ever:

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• AI-generated content is everywhere — Human-crafted copy with nuance, tone, and emotional resonance stands out more than ever. AI platforms like ChatGPT are great tools, but they’re only tools. Good copy takes human writers.
• Brands are prioritizing storytelling — Companies want creatives who can write compelling narratives that connect with audiences on a deeper level.
• Marketing channels are multiplying — From TikTok captions to long-form SEO blogs, the need for adaptable writers has never been higher.
• Conversion is king — Businesses are investing in writers who know how to turn browsers into buyers with strategic messaging.
• Freelance and remote roles are booming — Mastering copywriting opens the door to flexible work and creative freedom.

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In short, if you can write words that engage, inform, and sell, you’ll always be in demand.

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The 10 Skills Every Aspiring Copywriter Needs to Succeed

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Aiming to freelance?

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Work at an ad agency?

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Land an in-house role?

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Whatever kind of copywriting job you’re looking to land, the following are the must-have skills every copywriter should master.

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1. Writing with Clarity and Purpose

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Creative writing is wonderful for stretching your literary muscles. It can be flowery, descriptive, and take its time, weaving about and painting a picture with words to set scenes, evoke emotions, and bring characters to life.

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Copywriting isn’t that, however. It’s much more intentional.

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A copywriter’s main job is to communicate a message and to do so with clarity and purpose. And it doesn’t matter what you’re writing; a product description, a nurture email, or even the copy on a CTA button — it has a job, and that job is to guide a reader to take action!

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Everything you write must be written to move the reader to the next step. That said, it still has to be engaging! Just know that the goal is to say what you need to say and convince your audience to want to keep going.

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Tip: Before you write anything, ask yourself: What is the goal of the copy I am about to write? What do I want the reader to do next? Keeping that in mind will help you know what to write and what kind of language to use!

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2. Adapting Tone and Voice

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If we were to show you an ad or social media post from a big-name brand like Coca-Cola, Nike, or Wendy’s — even with logos and brand names removed — you’d probably still be able to easily match which post came from what brand.

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And that’s because brands have certain personalities and ways of speaking and their copy always reflects that.

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So, whatever you're writing, make sure your copy is using that brand’s unique voice! Whether it’s snarky and fun Instagram captions for a video game brand, formal and professional emails for a law firm, formal, or bold,  in-your-face digital ads from a sports brand, adapt to that brand’s voice and keep it consistent across anything you write for them!

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Tip: Study copy style guides of as many brands as you can and then practice rewriting different messages in each of their tones. This is great practice for learning to be flexible with tone while staying consistent in a brand voice.

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3. SEO Basics

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No one is saying you need to be the top authority on SEO in your field, because that probably won’t happen unless you dedicate all your time to it.

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SEO is a very complex field, and it takes a lot of time to master and, even then, trends and best practices are always changing. 

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But what we are saying is that, as a good copywriter, you should familiarize yourself with the basics of SEO copywriting. Because no matter how well-written your blog posts or how engaging and inspiring your case studies, if they aren’t optimized for SEO, then they aren’t going to get found.

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Learning how to use tools like SEMrush or Google Keyword Planner to find trending and competitive keywords and phrases to use in your content (without sounding like a robot) instantly makes you an asset to any marketing team.

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Tip: Try out a digital marketing course on SEO. HubSpot Academy, Udemy, and other sites have plenty of them. This will help familiarize yourself with the basics like headterms, keywords, meta descriptions, headers, and keyword placement so you can start learning how to optimize your content and still keep it readable and engaging. 

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4. Research and Fact-Checking

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Solid research is the backbone of effective long-form copy.

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You can’t write with any kind of authority if you don’t know about the product, service, topic you’re writing about. Take some time to dive into whatever it is you’re writing about to familiarize yourself with how it works, who you’re speaking to, and the kind of messaging that needs to come across.

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Then, once you’ve written what you’re going to write, be sure that it’s accurate. Fact-check stats, years, statements, and any specific claims you’re making so your piece doesn’t just sound good, it stands up to the scrutiny.

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Tip: Don’t be afraid to dig deep! Look at customer reviews, competitor content, product specs, and industry insights to paint a clear picture of what your audience will actually care about. The more you know, the better you’ll write.

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5. The Art of Persuasion

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Copywriting is writing, but it’s also marketing.

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And understanding how to use your words to influence your audience is an extremely useful tool. Knowing how to use psychological triggers — like urgency, FOMO (fear of missing out), social proof, storytelling— is what will make your copy stand out, hit its mark, and drive more action.

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Tip: Next time ad copy persuades you to buy something, stop and take a second to figure out what exactly it was that talked you into it. Was it the language they were using? A psychological trigger that made you feel a certain way? The way the product/service was described or presented? If it worked on you, chances are it will work on others! Take notes and use these tactics in your own copy!

6. Editing and Proofreading

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A good writer knows that whatever their writing, the first draft is never the final draft!

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And it shouldn’t be! Polished, professional, and error-free copy can only get that way through ruthless editing, revising, cutting out fluff, tightening up structure, and second-guessing every comma you type (Just kidding, we love commas).

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But do get in the habit of checking over your work before you turn it in. And not just running a quick spell check on Word or Google Docs. Get in there and give it a thorough proofing to make sure it’s as tight, clear, and impactful as it can be!

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Tip: Tools like Grammarly, Hemingway, or even reading your work aloud (or to a supportive and patient friend!) can help you catch clunky or ambiguous phrasing or an awkward flow.

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7. Headline and Hook Writing

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Just like you’d put a book back on the shelf if the first page was boring or skip over a magazine article that didn’t grab your attention, you can expect your audience to scroll right on past any boring copy that doesn’t hook them right away.

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Headlines are your content’s first impression! They need to immediately pique interest, promise some kind of value, or deliver your brand’s personality. There’s a reason news articles have such clickbaity titles.

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They want you to click.

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And while your copy doesn’t need to be clickbait, it does need to earn the reader’s attention. 

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A great headline or opening hook sets the tone, builds up your readers’ curiosity, and makes them want to know more. 

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Whether it’s a blog title, email subject line, or ad intro, a header or hook is your best shot to pull them in — so make it count.

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Tip: Study headlines that made you click. What worked on you? Was it the emotion? Did it promise something you really wanted to know? Was it just so outrageous or funny that you had to know more? Whatever it was, try mimicking that structure in your own writing. Practice writing 5–10 headline or hook variations for each piece you write. Even if you can’t think of anything at first. You’ll often see that the first few you come up with are usually just warm-ups —and then suddenly you’ll strike gold!

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8. Going with the Flow

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Good copy inspires a reader to take action, but you can’t do that if you meander about, change topics, or leave your audience hanging.

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That’s because well-written copy has rhythm, pacing, and a logical narrative path from the header to the relatable pain points to the value proposition to the strategic benefits to the CTA. Every bit of it warms up the readers for what’s coming next and makes them want to keep reading.

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If your narrative is messy or you jump around too much or spend too long in one place, you’ll lose your readers fast.

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Tip:  Mix up the length of your sentences (long, medium, short) to keep things interesting, add clear transitions between ideas, and break up big chunks of text with formatting like bullet points or subheadings. The easier it is to follow your writing, the more likely readers are to stick with it.

9. Understand Different Formats

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Copywriting is a whole lot more than just ads, brochures, and toaster manuals.

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Here are just some of the different projects you’ll find yourself writing for:

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• Websites – Homepage copy, service pages, or landing pages that tell people who you are and why they should care.
• Emails – Newsletters, drip campaigns, welcome sequencesyou’ll write messages that feel personal and get people to click.‍
• Social Media – Short, snappy captions, ad copy, or bios that match the vibe of each platform.‍
• Blogs & Articles – Longer pieces that teach, inspire, or explain while keeping things fun and easy to read.‍
• Product Descriptions – Writing about what something is, why it matters, and why someone should buy it.‍
• Video Scripts – Words meant to be spoken, whether it’s for a promo video, a TikTok, or a brand explainer.‍
• Ad Copy – Quick, punchy messages made for places like Google or Instagram that make people want to click.‍
• Case Studies & Testimonials – Real stories that show off results in a way that builds trust.‍
• Sales Pages – Copy that walks someone through a product or service and helps them say, “Yep, I need this.”‍
• White Papers – In-depth, research-heavy pieces that explain complex ideas in a clear and persuasive way.‍
• Packaging – Copy that fits on boxes, bottles, or bags—short but powerful messages that make products stand out on shelves.‍
• Press Releases – Announcements written in a professional tone to share news with media outlets or the public.

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And for every different kind of project you write for, you’ll have to understand the structure and goals they have and what kind of approach you should take.

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Tip: Before you start writing, ask yourself: Where is this going to live? Who’s going to read it? And what do they need to know right away? Let the format guide your voice, structure, and pacing.

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10. Taking Feedback Like a Champ

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Remember, while you might feel particularly proud of a project you worked hard on, at the end of the day, it’s going to be for your client.

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And it’s going to be their opinions that matter more than yours.

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Revisions are just a part of the copywriting process — not a personal attack. Your goal is to get your client the copy they want, so be open to feedback! Listen to what your client is saying and ask questions if you need to so that you can better understand what they want. Then apply the feedback thoughtfully in your work.

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Typically the longer you work with a certain client, the easier it is to predict what they’re looking for and what they want the end result to be!

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Tip: Shift your mindset when you’re writing copy. Think of feedback as the fuel you need to better do your job. Every client request is another chance to make them happy, grow your skills, and better understand your client and their audience.

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Looking to Turn Your Copywriting Skills into a Copywriting Career?

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If you’ve been honing your copywriting skills and you’re serious about becoming a copywriter, then we applaud you!

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And if you’re wanting to become a copywriter who does meaningful work that lets you flex your creative muscles and make an impact for a huge variety of different clients in different industries, then we have one last pro tip before you go!

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Why not join Designity?

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Designity is made up of the best of the best in fields like copy and content writing, digital marketing, SEO, graphic design, and more, and we’re always looking for fresh new talent to join our ranks!

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As part of Designity’s creative community, you’ll enjoy perks like competitive pay, the flexibility to make your own schedule, a chance to work with a wide variety of clients in different industries, and a 100% remote environment. 

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If that sounds like a great way to grow your creative portfolio, then what are you waiting for? Put your skills to the test with our one-of-a-kind application and let’s see where Designity can take you!

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Are you ready to land a copywriting job and get paid doing what you love?