"What is copy?"

Copy is any written marketing or promotional material meant to persuade or move a prospect.

This material can include catalogs, fundraising letters from charities, billboards, newspaper ads, sales letters, emails, native & ppc ads, scripts for commercials on radio or TV, press releases, investor and public relations pages, blog posts, and lots more.

Copy is divided into two(ish) camps: Brand and Direct Response.

Brand, or "delayed response," advertising is meant to build a prospect's engagement with and awareness of a company or product. These ads are designed to build a sense of trust and legitimacy so prospects will be more susceptible to promotions and more willing to buy advertised products in the future. (Check out this swipe file/collection of ads for examples: https://swiped.co/tags/) r/advertising is a good community for copywriters of this variety.

Direct Response (DR) is any advertising meant to motivate a specific, measurable action, whether it's a sale, click, call, etc. (Check out the Community Swipe File for examples.) This is frequently called "sales in print." If you've ever seen commercial asking you to "call now"--that's a direct response ad. Email asking you to schedule a call with a life coach? Direct response ad. Uber Eats discount pop up notification? Coca-Cola coupon in a mailer? Also direct response.

Businesses need words for the kinds of ads listed above. The person who writes these words writes copy... hence: "copywriter."

Large companies tend to focus on brand advertising and smaller businesses tend to focus on DR (but not always). Ad agencies and marketing departments will often hire writers who specialize in brand ads, direct response, or both.

There are also niches like content creation, UX copywriting, technical copywriting, SEO, etc. These are not ads, per se, but they all fall under the big copywriting tent because it's writing that serves a marketing purpose.

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"So it's like... blog articles?"

That's content, or r/ContentMarketing. Some of it can be veiled copy that leads to sales copy, and this is called "advertorial."

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"Oh, so it's clickbait?"

Clickbait is meant to get clicks. Brand and direct response copywriters use clickbait, but not all advertisements are clickbait.

Clicks don't drive sales or build brand awareness, so this is a narrowly focused marketing niche.

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"Spam? Is this spam to scam?"

Spam is an unsolicited commercial message, often sent in bulk (that's the legal definition). Spamming involves sending multiple unwanted messages (spam) to large numbers of recipients for the purpose of commercial advertising, or just sending the same message over and over.

A scam is, legally, a discrepancy between what is promised in an ad and what is fulfilled. Something is a scam if it takes your money promising you a thing, but then provides something else or doesn't provide anything at all.

Just because you see an ad with hyperbole, that doesn't mean 1) it's a scam or 2) that every ad is like that. Copywriting runs the gamut from milquetoast to hyper-aggressive, very short to very long, and there's room in this town for all approaches, though some might disagree.

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"How much $$$ can I actually make from doing this? How long does it take to make money from copywriting?"

Copywriting has become the get-rich-quick scheme du jour. So let's dispel some myths:

The average newbie copywriter earns closer to $0 than $1. That's because the vast majority of wannabe copywriters never get clients or get a job. They quit too soon or never develop the skills needed to succeed.

Of the people who succeed, the vast majority of people actually working as a copywriter for a business or as a freelancer earn less than $6500 per month.

In the brand copywriting world, the people who make insane amounts of money are executive creative directors and agency owners.

This is usually after many years, and these salaries are typically reserved for people who know how to climb the corporate ladder or network. Many copywriters are the anxious/nervous/introverted sort, and so many brand copywriters hit an earnings ceiling within a few years regardless of how good they are.

In the direct response world, the people who make insane amounts of money are people who can 1) sell and/or 2) scale.

For people who can sell, big money usually comes in the form of "residuals" or "royalties" you earn based on the profit performance of the ads, and you can usually only get residuals if what you write is very close to the point of sale. (So "sales letters"? Yes you might get a cut if the business likes you and wants you to keep writing for them. "Emails?" Typically not.)

For people who can scale, big money usually comes from being able to manage and serve multiple high-paying clients , whether that's providing email services, conversion-rate optimization services, PPC ad management, etc.

How long does it take to earn lots? I've met one person who earned over a million dollars from copy and marketing, but it took him 2 years of practice and study to earn his first dollar from it. I've also met a copywriter who went from learning what copywriting is to securing his first paid gig in 3 weeks.

It depends on the jobs you apply for, whether you go freelance or in-house, your willingness to put yourself out there, your knowledge and skillset, and the competence of your writing.

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"What does X word mean?"

There are plenty of marketing glossaries out there:

https://blog.hubspot.com/marketing/inbound-marketing-glossary-list

https://www.copythatshow.com/glossary

https://www.awai.com/glossary/

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"Can I be a copywriter with a degree in X?"

You don't need a degree, but it depends on the businesses or agencies you want to work for. Read this post: https://www.reddit.com/r/copywriting/comments/ln4e4j/yes_you_can_succeed_as_a_copywriter_with_any/

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"Can I be a copywriter if I'm not a native English speaker?"

Yes. But also read this post and the intelligent responses/caveats to it: https://www.reddit.com/r/copywriting/comments/ln4e4j/yes_you_can_succeed_as_a_copywriter_with_any/

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"Is copywriting ethical?"

If you think advertising in a society under the hegemony of capitalism and the ideological state apparatuses that perpetuate consumerism is ethical, then yes.

Misleading people, lying, being hypocritical, taking advantage of the desperate, etc. is not ethical, and the same goes for ads and businesses that do this stuff.

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"Is it possible to do this freelance, part time, from home?"

I mean, yeah, but copywriting is a craft. Crafts need to be practiced and honed. Once you get good, you can do this work from practically anywhere, but it's usually better to start in house, learn the ropes for a few years, and build a network of contacts/future clients.

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"But the ad for this course/book/seminar/mastermind said..."

Don't be enticed by the "anyone can do this and make money fast!" crowd. They want your money, and they'll promise you a lot to get it.

(There's a great post about not getting taken advantage of as a newbie, here: https://www.reddit.com/r/copywriting/comments/k5fz68/advice_for_new_copywriters_how_to_not_get_taken/.)

Some advanced courses & masterminds are useful once you have the basics under your belt, but not before.

(Full disclosure: I also own part of a business that has a free copywriting course: https://www.copythatshow.com/how-to-start-copywriting. You absolutely do not need to give us any money for anything--the whole goal of this page is to give you everything you need to learn the basics and get work without spending any money.)

There are SOME beginner courses are decent, even if they do charge money. I've seen and heard good things about the following:

https://copyhackers.com/

https://www.awai.com/

https://www.digitalmarketer.com/certification/copywriting-mastery/

https://kylethewriter.com/

For other types of copy, I know there are these resources but I know nothing about their quality (shoot me a DM if you know of better stuff or think the following is trash):

Content Marketing: https://academy.hubspot.com/courses/content-marketing

Ahrefs SEO Tool Usage: https://ahrefs.com/academy/marketing-ahrefs/lesson-1-1

YT Videos: https://www.udemy.com/share/1013la/

Branding & Marketing for Startups: https://www.udemy.com/share/101ywu/

Small Business Branding: https://www.udemy.com/share/101rmY/

Personal Brands: https://www.udemy.com/share/101Fgy/

But you don't need a course or guru to get started. And you shouldn't take advice from me alone--you'll find a wide variety of resources shared in this subreddit. Search by flair to find it!

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"So how do I get started?"

Everyone has a different opinion. Here's mine.

Step 1: Read between 2 and 10 books about copywriting, such as those mentioned below.

Step 1b: Spend 30-60 minutes each day reading and analyzing successful ads and the types of copy you're interested in writing.

Step 2: Pick a product from a niche (not THE niche) you’d like to work in and write an ad for it for it as if you were hired to do so. This is called a spec piece. When you’re finished, write 2 more spec pieces for other products.

Step 2b: These spec pieces are going to be for your portfolio. Having a portfolio to show off is necessary for acquiring clients. If you have a relationship with a graphic designer or have the funds to hire one, ask them to lay out your spec pieces in web page format. Or use Canva for free. It’ll add to the perceived value of your piece.

Step 3: Start prospecting. I recommend UpWork or Fiverr for anyone who’s starting out. Eventually, you’ll get your first few jobs and you can leverage those to get more/better/higher-paying jobs in the future.

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"What books should I read?"

If you want to break into advertising/brand advertising in general, read these:

• Ogilvy On Advertising
• Made to Stick
• Zag
• Influence: The Psychology of Persuasion
• Hey Whipple, Squeeze This
• Contagious: Why Things Catch On
• Alchemy

If you want to write direct response, read these:

• Breakthrough Advertising
• How to Write a Good Advertisement
• The Ultimate Sales Letter
• The 16-Word Sales Letter
• Triggers
• The Architecture of Persuasion
• Great Leads

If you want to write webinars, read One to Many.

Funnels? Read Dot-com Secrets.

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"That's a lot of reading. Can I get the TL;DR?"

You have to read a lot to learn how to write.

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"How do I practice writing copy and get better if I don't have a job?"

Look no further than this post: https://www.reddit.com/r/copywriting/comments/mt0d27/daily_copy_practices_exercises/

And this post: https://www.reddit.com/r/copywriting/comments/duvzha/copywriting_exercises_my_personal_favorite_ways/

And this post, which will also teach you how to build a direct response portfolio: https://www.reddit.com/r/copywriting/comments/t0k3bx/how_to_learn_direct_response_copy_and_build_a/

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"Do I need a mentor to succeed?"

No. But having a mentor CAN (not "will") help.

Read this excellent post for some insight: https://www.reddit.com/r/copywriting/comments/ldpftc/nobody_wants_to_be_your_mentor_but_heres_how_to/

Basically: Getting a mentor is hard and you usually have to demonstrate some serious competence before anyone will give you the time of day. Also, getting mentorship without a mastery of the basics will not help you at all.

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"How do I select my niche / what niche should I start in?"

Everyone disagrees about this... but in reality you discover your niche as you work.

New copywriters will often start with a broad base of clients and jobs until they find a lot of success or aptitude in a particular market or with a particular kind of copy. Then it becomes a feedback loop, with referrals leading you to new clients in the same niche.

Unless you have a very good reason for going into a specific niche, don't try to niche down in the beginning. Cast a wide net. You might fail and get frustrated if you don't... or completely miss a market you're more passionate about.

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"Can someone please critique this copy?"

Yes. But read this post, titled "You don't need a copy critique. You need a better process" first: https://www.reddit.com/r/copywriting/comments/mheur7/you_dont_need_a_copy_critique_you_need_a_better/

If you still want a critique, read this post about "Thought Soup" before you post: https://www.reddit.com/r/copywriting/comments/lu45ie/want_useful_feedback_on_your_copy_then_dont_post/

Then, if you still REALLY REALLY want a critique, please keep these two things in mind:

If you're very new, you'd probably be better off writing 20-30 pieces of copy on your lonesome, putting them aside, rereading them later, and thinking about what YOU would do to improve what you wrote -- revising or deleting accordingly. You'll learn and grow the most if you take your own writing as far as you possibly can and legit can't think of anything you can do to improve it.

The Second Thing: If you ask 10 copywriters for their opinion on a piece of copy, you WILL get 14 different opinions. Expect the critiques to be harsh... possibly even discouraging. You need thick skin to succeed in this business, and the only way to get that is to get torn apart a few times. We all had to go through it.

In the future, I might restrict copy critiques to a specific day of the week. But for now, just be cool and respectful and take constructive criticism in stride.

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"How do I find clients?"

Read these threads... if you don't find your answer THEN you should ask the sub in a new post:

https://www.reddit.com/r/copywriting/comments/7lkb3l/how_to_find_clients/

https://www.reddit.com/r/copywriting/comments/jokhhs/finding_those_ideal_potential_clientswhere_to/

https://www.reddit.com/r/copywriting/comments/cu5pu5/how_to_get_clients_for_copy_writing/

https://www.reddit.com/r/copywriting/comments/gstyiv/how_do_you_find_potential_clients_as_a_freelance/

https://www.reddit.com/r/copywriting/comments/8rune6/if_youre_having_a_hard_time_finding_paying/

https://www.reddit.com/r/copywriting/comments/jy91qd/cant_get_clients_to_save_my_life_cold_email/

https://www.reddit.com/r/copywriting/comments/dkoe28/how_can_i_find_clients_as_a_freelance_copywriter/

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"What should I charge for X project?"

The real answer: whatever amount the market will tolerate for your work. (Or what this dude said.)

The fake answer: Just google "copywriting pricing guide" to get a billion websites like this: https://www.awai.com/web-marketing/pricing-guide/

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"Long-form copy or short-form copy?"

Porque no los dos? Copy needs to be exactly as long as it takes to be effective. Every long-form writer I know also has to write short form (emails, native ads, inserts, etc.) and every short form writer I know would benefit from picking up tactics and rhetorical tricks from long form.

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"How do I do research?"

Check the responses in this thread: https://www.reddit.com/r/copywriting/comments/ucjh45/how_do_you_do_research_for_a_new_project/

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"Anything else I should know?"

Ummmmmm... oh yeah, get outta here with grammer and speling pedantry. Go to r/Copyediting for that.

Every month there will be a new thread for newbie questions and critiques. Make sure to post there or I'll probably remove your stuff.

And if you want some tough love about getting started, pitfalls you should avoid, and how to behave in this subreddit, read this: https://www.reddit.com/r/copywriting/comments/ltzirg/6_things_i_learned_in_6_days_as_the_new_mod_of/

Beyond that, have fun, be supportive of others, help folks but take no gruff, learn, grow, share, discuss.

We do have a Discord, if you want to hang out and chat with other working copywriters. (Though really it's mostly just bad jokes and worse pitches.)

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[Sean's (that's me!) Note: This is a living document. If you see a question that should be included or something that should be added to the answers, please mention it in the comments below.]

(Edited 010924 based on some additional questions I've seen and feedback I've received. Also provided some additional links to resources and courses.)