The FAQs of Copywriting — What to Know Before You Work With a Copywriter
I’m about to spill the copy tea on what makes copywriters copywriters, and why you should choose us over letting AI write your content.
There’s a lot of talk, mostly coming from the tech bros, about copywriting being nothing more than stringing pretty words together. But if you read my previous blog post, Why Copywriting is More Than Words, you already know that before a single word is written, we first start with strategy, concept development, and market research.
Whether you’re looking to hire a creative partner or just curious about copywriters, I’m sharing ten frequently asked questions about what we do, what we stay far away from, and why breaking a few rules is often the secret sauce.
10 Copywriting FAQs
1. Do copywriters only write sales-driven copy?
The short answer is no. While the ultimate aim of copywriting is to guide your audience toward an action, that action isn't always clicking a "Buy Now" button.
Sometimes the goal is to educate, engage, or entertain:
Blog posts are created to help build brand authority and educate consumers on products and/or ingredients
Teasers and landing pages are used to invite people to pop-up events or to subscribe to email lists
Brand origin stories are developed and shared to help foster connection and community
For example, during my pharma ad agency days, I worked on a patient education campaign designed to improve compliance. Getting patients to take their medication as prescribed can be a major challenge for healthcare providers trying to help their patients deal with medical conditions.
2. Do copywriters only work for brands that sell products?
Not at all. Copywriters work in a variety of industries. While my work at Wordwoman Creative centers on CPG, beauty, and lifestyle brands, I know other copywriters who craft messaging for medical facilities, consulting practices, hospitality groups, tech firms, and coaches. If you have a copywriting need, there's probably a copywriter out there ready to work with you.
3. What mediums do copywriters write for?
If it involves creative and strategic communication, a copywriter has probably written it.
Digital: Website copy, email campaigns, blog posts, video scripts, PPC ads, social posts, and sales pages
Print: Packaging copy, in-store displays, billboards, transit ads, catalogs, direct mail, and conference collateral
Audio & Broadcast: Radio and podcast ads and TV commercial scripts
We also write for search and discovery engines, balancing human readability with SEO and GEO strategies.
4. Do copywriters only work at ad agencies?
No. You can find copywriters everywhere. We work at ad, marketing, and social media agencies. We also work at in-house agencies or on in-house marketing teams for brands, corporations, or non-profits. Some of us may also work as freelancers or have our own businesses.
5. Do copywriters only write short-form copy?
No. We write copy in all forms, from headlines to blog posts. Being a copywriter is all about pivoting to whatever medium is most strategic or required for the campaign. One day, we might be writing subject lines and social media posts, and the next, we’re writing website copy or sales aids. It really depends on the project we are working on.
6. Do copywriters write for every industry?
Yes and no. While we work across industries and write about different products and services in a variety of mediums, we don’t write for everyone. We write for a target audience because if you’re talking to everyone, you’re talking to no one. No matter the product, industry, or tactic, our copy is also directed at a specific audience. This is why we research the product, industry, and audience before we start writing. We need to know everything about the person/people we are writing to if we want to ensure we speak their language and address their needs, concerns, and desires.
We are skilled at creating copy for a variety of audiences, regardless of age, gender, life experience, or interests. In other words, just because I'm a GenX woman doesn't mean I can't write a website directed toward Gen Alpha preteens, or an email campaign geared toward men’s health.
7. Are copywriters designers or programmers?
We are not. While a lot of us are visual thinkers and tech-inclined, we are not art directors or programmers. Some of us might do a bit of art directing or programming on the side, especially if we run our own business; our zone of genius is copywriting.
But like art directors and web designers, we are typically part of the creative team, especially if we work at a brand, company, or ad agency. This is one of my favorite parts of being in the ad agency world. I loved partnering up with art directors, designers, information architects, and project managers as part of the creative team. There’s nothing like being in a room filled with creative people who all have the goal of doing great work.
8. Do copywriters have specialties?
It depends. Some copywriters like to be generalists, so they have more freedom to work across industries. Others might specialize in a certain industry or medium. For instance, I know copywriters who only work in email marketing, and others whose client base is primarily service providers. Some copywriters teach copywriting, while others act as coaches who help brands and service providers write their own copy. I know copywriters who still work in the agency world, while others have left to go in-house at brands, become freelancers, or start their own businesses, like me.
If you work at an ad agency, you don't always get to decide which brand you work on, so you might start on an alcohol brand and later move to a shoe brand. For instance, during my agency days, I worked on soda, liquor, pharma, automotive, video games, retail, beauty, and fashion, to name a few.
Today, as the founder of Wordwoman Creative, I work on website, email, and blog copy for CPG, beauty, and lifestyle brands. I also host brand strategy sessions because I love brainstorming ideas and helping brands solve advertising, messaging, and strategy issues.
9. Do copywriters write whatever they are told to write?
Absolutely not. Ethical copywriters will not write copy that is based on false research, misinformation, overpromises, or exaggerated claims. We strive not to violate FTC guidelines or use deceptive practices when selling products, which is why we will ask questions about where your claims and brand statements are coming from.
For example, if your skincare product has not gone through the FDA’s drug approval process, you cannot say that your product “treats, cures, mitigates, prevents a disease, or alters the structure of the body.”
10. Are copywriters editors?
We are not. This doesn't mean grammar and spelling aren't important to us. We always review and re-read our work to ensure it isn't full of typos or grammatical errors, flows naturally, and sounds like a person, not AI slop.
However, our focus is more on achieving a consistent, clear brand voice, which sometimes means breaking traditional grammar rules. It's all about finding a balance between creativity and not disappointing our English teachers.
This also applies to the ideas and strategies we develop. To use a tired cliché, we like to think outside the box. We like to experiment, which sometimes means coming up with ideas that might seem a little out there or subversive. Like most creatives, we didn't get into copywriting to punch a clock. We like to push boundaries and try new things, but we know when to stop or when it’s not appropriate. For instance, if we are working in industries with strict rules or regulations, we know we might have to choose the most straightforward approach because it’s the most effective and creative.
And that’s the copy tea…
Now that I’ve spilled some copywriting FAQs, I hope you have a clearer picture of what a copywriter actually does. My goal with this series is to share a behind-the-scenes look at the copywriting process, so when it’s time to hire a creative partner, you know the ins, the outs, and exactly what to ask.
Want more insights into copywriting, content strategy, and advertising from a copywriter who sees the world a little differently? Subscribe to the W+C newsletter. Along with my unfiltered advertising perspectives, no-BS copy insights, and strategy breakdowns, subscribers also receive exclusive offers and bonuses. It’s a bit unhinged, but always fun, honest, and discerning.
