How and where to choose a copywriting course

As I’ve been working on my business this week, copywriting seems to be the topic of the week. Earlier in the week, in a freelancing Facebook group I’m part of, there was a question and subsequent debate over the difference between copywriting and content writing.

The topic of copywriting came up again on the Ninja Writers’ Business of Writing call Saturday. A couple people asked about copywriting as something they could do as an income stream for their business.

Shaunta Grimes

and I agreed I’d write a post about copywriting and copywriting courses. Her dad, Keith Grimes, who was also on the call, sent me some course suggestions which you’ll see below.

But as I began to think about the post and do some research, I remembered the earlier confusion from freelancers over what copywriting is versus what content writing is.

As someone who has done both content writing and copywriting for small businesses, I can tell you that there can be quite a bit of overlap between the two.

So, I think it’s good to talk about the difference between content and copy.

First, let’s get on the same page about content.

Content is information designed to be shared or targeted to a specific person or group of people, an audience.

Content comes in a wide range of formats. It can include written content, either online or print. But content format can also be video, audio (podcast, radio, etc.), and even theater performances, movies, TV, billboard or store signage, speeches, scripts, and transcripts.

So a content writer then, can be involved with producing content in any of those formats. Most commonly, but not exclusively, writers are involved with written work either in print or online. Even billboard signs, restaurant and bookstore signage can be considered content.

With the progression of technology and the Internet, more and more content writers are involved in writing video or podcast scripts and transcripts, blog posts, website pages, script and screen writing. A good majority of that content has a purpose or at least a secondary purpose of advertising or marketing a product or service.

But not all of it is copywriting.

What Is Copywriting?

Copywriting, by definition, involves written content with the specific purpose of advertising or selling a service or product.

So a copywriter then, is someone who specifically produces content, most commonly written content, with the purpose or intent to persuade someone else to purchase or at least consider “purchasing” a product or service.

The purest of copywriters work on content designed to sell something.

But other copywriters may produce content that encourages people to take a specific action. Copywriting can also be used to persuade, influence, and engage. This can be as simple as getting someone to sign up for a newsletter or free mini email course all the way up to a significant investment in an extended course or certification.

Copywriters can expect to produce copy most commonly for advertising and promotional materials including social media ads, product descriptions, sales pages, blogs, email sequences, landing pages, sign up forms, and website page copy.

Even the copy on a book jacket can be done by a copywriter.

The results of copywriter work is all around you, in the mail, on storefronts, television, movies, magazines, etc.

And the good news is, many people don’t even realize that copywriting is something they can use to generate income.

What Skills Does A Copywriter Need?

For those who want to be an in-house copywriter, employed with a retail chain, publisher, etc. most will still require a Bachelor’s degree in English, marketing, or a related subject.

The good news is that as a freelance copywriter, the door is open to more possibilities, in many cases without a formal degree. Many freelancers learn the skills they need on their own and by shadowing or learning from experienced copywriters. A lot of the skills you need as a copywriter can be found in copywriting courses or certification programs online.

Some of the main skills needed are:

Writing
Search Engine Optimization (SEO)
Digital Marketing techniques (email sequences, funnels, split testing, etc.)
Use of color, fonts, and other design and formatting techniques in advertising
Research skills
Spelling, grammar, and attention to detail
Extensive vocabulary
How to write engaging headlines

You may already have mastered some of the above skills. And sometimes you can pick up several skills at once by taking digital marketing courses or basic SEO courses.

How to choose the best copywriting course for your needs

When it comes to the Internet, you have to be conscious of the fact that some content and courses might not provide what they promise. For that reason, I encourage you to know what results you’re looking for and do your research before signing up for any course, regardless of topic.

But here are some things you may want to think about or consider:

How each course fits with your budget
Whether the skills offered match the skills you need to learn
What reviews and testimonials reveal about the course content and customer service
The amount of time you are expected to invest
Qualifications, experience, and other credentials of the instructor or mentor
Any other materials or technology you may need to purchase or use in addition to the course

Copywriting courses to research:

These are not courses that I have taken or that I have any affiliate relationship with. I’ve simply provided a list to get you started on your research.

Once you’ve got those skills under your belt, it’s time to go find copywriting jobs.

Ready to find more freelance writing jobs? Get my free Market Mondays newsletter every week. It’s chock full of links to writing jobs and other markets that pay writers and my best tips and tricks for freelance writers.

Meg Stewart has been freelancing for nearly two decades. She’s a multi-passionate skill hoarder and the intersection of freelance writing, technology, and teaching is her sweet spot. Freelance Filter was founded to help writers get paid and help solopreneurs do business better. Meg and her family, (along with two dogs, two cats, and two leopard geckos), live in Northeast Ohio.

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Your Guide to Learning to Be a Copywriter