What is a copywriter, anyway? (and tips to hire one)
One of the weird things about getting out of the agency world was realizing that most people outside of it don’t know what a copywriter is. This shouldn’t be a shock to me—but it shows how deep inside our little bubbles we can go.
I’ve been asked this question a lot since I started networking outside of my field, and wanted to take some time to lend my perspective.
Copywriter vs. copyright
A copywriter shouldn’t be confused with ‘copyright.’
A copywriter writes words for pretty much anything that needs them: websites, blog posts, scripts, Google ads, and more.
Copyright is a legal thing—something you do to protect your intellectual property.
Just look to the words “write” versus “right” hidden just inside the term and that will always help you remember which is which.
Most of the time, you’ll refer to them as a copywriter; the word “copywrite” is rarely used as a verb. Usually, we say “I have to write copy,” not, “I have to copywrite.” My computer is trying to tell me that ‘copywrite’ isn’t even a word, so there we go.
A copywriter writes things.
Shockingly enough, a copywriter spends most of their time writing words, usually for advertising, sales, or marketing.
I mentioned a few things above—websites, blog posts, scripts, etc—but it can also be things like billboards, restaurant menus, product descriptions, t-shirts…hell, I even have a tag in one of my favorite shirts that has a clever line written just below the wash instructions. That’s all copy!
A copywriter is usually behind big ideas.
Every year, the local ad associations host an award ceremony called The Addys. The event always features a different theme, and one year, our local chapter chose "The Circus." They matched each agency role to a different circus performer—and guess what the copywriter was?
The ringmaster.
That’s because good advertising isn’t just a cool design or clever words—it’s an idea. And the copywriter is often the one who comes up with it.*
But what do I mean by big idea?
This always makes me think back to a line Don Draper said in Mad Men: “If you can’t tell the difference between an idea and the execution of an idea, you’re of no use to me.”
Harsh, but it’s the thing that really made the point of concepting and ideas click for me.
This is called concepting, which leads to creating rationale. Concepting is uncovering the idea, and rationale is the explanation to back it up and sell it.
*Good ideas can come from anywhere. I’m not discounting anyone else in an agency environment, or even on the client side. There’s been plenty of times when an account coordinator had an idea, or my art director had a great headline. But it’s usually the copywriter’s job to bring it all together into a cohesive package.
An example from my portfolio
One of my favorite campaigns I ever concepted was for Larkin’s restaurants while I worked at 9/8c. My business partner and I met with the leadership team, asked our normal discovery questions about all the things they wanted the campaign to accomplish, and then we went off and had a drink and roughly shook out an idea (it’s one of the perks of this kind of work).
But when I took pen to paper, what we’d decided on just wasn’t jiving. I couldn’t make it feel like there was anything behind the idea. Something else was nagging in my head instead.
The restaurant—a Greenville staple—had recently moved to a new location, and they wanted to communicate that they were in a new place with a new vibe and new menu items, but they were still the same place the locals had come to know and love. They wanted to show off their amazing new indoor/outdoor bar, their happy hours, their welcoming vibe.
I knew the lines needed to do just that: I wanted them to start familiar, but twist into something different—something surprising. Something delightful. Something that said, this place is the same…but better.
Check out how one of the spots turned out.
The process of nailing down the idea is called concepting, which leads to creating rationale. Concepting is uncovering the idea, and rationale is the explanation to back it up and sell it to the client.
How copywriters work with art directors at agencies
The story above is also a great example of how art and copy work together. At 9/8c (and really everywhere I’ve worked), I was the copy arm, where my business parter—often the director and sometimes the holder of the camera—was the art arm. He shaped the look, the vibe, the visuals—all of the very tangible things you see and feel and hear in a video spot.
There’s nothing better than a good art partner. You’ll be able to feed off each other in all the best ways, and the creative energy is unmatched. I’ve been lucky enough to have two incredible creative partners in my career, and I’ll always be chasing that vibe.
Anyway, for the spot above, I remember being really nervous when I went back to my biz partner with a completely different idea than we’d originally settled on. I walked through my pitch, read some of my lines, showed an example of visuals, and held my breath.
His response? “This is brilliant, Jen.”
And then he riffed even more on what I’d started, and we talked audio, and voiceover, and setups, and the pitch to the client. We knew we nailed it. And that’s what happens with the best campaigns—you just know.
How to know what kind of copywriter you need
If you’re working with an agency, you don’t get to pick this; they’ll assign one for you. But, if you’re hiring a freelancer to write for you, there’s a few things to keep in mind.
Junior level writers
Junior-level copywriters are usually good at iteration—meaning, they can take an idea and run with it. They’ll pump out blogs, web copy, and more. It might need a bit of refining, but you’ll get a nice end product.
Junior levels will likely have lower rates—anything from $25-35 an hour to maybe $50 an hour. But, they may take a bit more time to finish a project.
They’re not going to advertise themselves as junior level (and senior levels like won’t advertise themselves that way, either), but pricing and portfolio should give you a good idea of where their skills and experience are.
Also, keep in mind: just because someone’s a junior writer doesn’t mean they’re not good. They may just haven’t had the chance to get their hands on the Big Stuff yet. If you like what you see, give them a chance for higher-level work—especially if it’s low stakes.
Senior level writers
Senior-level copywriters will do everything a junior level can do, but you’ll see a bit more thought and intention behind it. They’ve been trained to see the world through the lens of concepting—meaning, everything has a bigger goal and meaning.
These are the people you want to call on when you need a big idea, or an overarching campaign, or when you need good work done relatively quickly.
If your senior-level freelance copywriter came from an agency background, chances are they’re a magician. We’re used to working under ridiculous conditions (think, fast turns and crazy volume). That being said: there’s no such thing as a marketing emergency, and if you give your copywriter a little more time, they’ll give you some incredible work.
In almost every conversation I’ve had with a copywriter, we’ve all lamented: Imagine what we could do with more time!
Of course, you’ll pay more at the senior level, but they’ll generally work faster and give you a more sophisticated product. Expect anything from $75/hour to $250/hour. Always consider pricing by project, too, rather than hour.
Specialty writers
Some copywriters have niched down in their career and are specialists in medical writing, technical writing, or other more complex subjects.
When you need someone who can write competently for a niche subject—meaning, their writing should look like the natives wrote it, not a gun for hire—you’re going to pay a premium. I’ve seen some writers charge $300/hour or more for this kind of writing.
Expensive? Yes, but you’re going to save yourself so much frustration.
Script writers
Are you writing a commercial, or maybe you need a brand video or a product video? Many copywriters can execute on this, but it’s good to find one who has deeper experience.
A good script writer will have a mind toward production: camera angles, pacing, and what can actually be accomplished in a :15 or :30 second spot. Better yet, they’ll understand how budget plays into a script, and take things into consideration like talent quality, location logistics, and the number of shots needed.
They’ll understand the methods for making an unscripted, interview-style video come to life, which can be very different from a fully scripted piece.
When hiring a marketing script writer, always ask for references or portfolio examples, and ask a few questions about their methods.
When to hire a copywriter
If you’re struggling with your messaging, it’s a great idea to hire a copywriter. They’ll use their skills in writing persuasively and give you a refreshed third-party look on your project.
If you’re overwhelmed with work, consider hiring out writing—especially if it’s not your forte. I’ve found that many people stress themselves out so much by the thought of writing that it suffers.
If you want a killer script but your in-house team doesn’t have experience writing them, hire it out.
And no matter what, always make sure you give them a good idea of your brand voice. A good copywriter will run wild with that information—and giving good guidance will go miles for your end product.
Ultimately, hiring a copy resource is just like outsourcing anything else. But I think it’s easy to think that anyone can write, especially with the dawn of AI. And yes—anyone can write, and anyone can prompt ChatGPT. But if you want something unique—something with solid creativity, genuine voice, and human perspective—if you want someone who understands the psychology of persuasion—hire it out.
Are you on the hunt for a go-to copywriter? Or maybe you need to talk through whether or not you should hire one, or need a thought parter to evaluate? I’m here for you when you need me. Just reach out.
