What Is Copywriting? An Introduction for Aspiring Copywriters

Ever stared at a blinking cursor on a blank page, trying to find the “perfect” words to describe a product or service? You’re not alone. We’ve all been there. Now, consider this: more than 80% of people will only ever read your headline. Eight out of ten potential customers will decide whether you’re worth their time based on a single sentence.

That pressure is intense. But what if I told you there’s a system for getting those words right?

Copywriting is the art and science of writing text (we call it “copy”) that gets people to take a specific action. It’s the skill behind the emails you can’t help but open, the ads you actually click, and the “Add to Cart” button that suddenly feels irresistible.

This isn’t some mystical talent reserved for creative geniuses. It’s a practical, learnable skill that can fundamentally change your career or business. In this guide, we’re going to strip away the jargon and give you a step-by-step blueprint. You won’t just learn what copywriting is—you’ll learn how to do it.

KEY TAKEAWAYS  

• It’s Not Writing, It’s Psychology. The biggest mindset shift is realizing that great copywriting isn’t about fancy words; it’s about understanding people. Your real job is to understand your reader’s deepest desires and fears, then show them how you can help.
• Your Headline is 80% of the Work. Spend the majority of your time on your headline. If it doesn’t grab someone by the collar and demand their attention, the rest of your words don’t matter. A great headline can make or break a campaign.
• Clarity Always Beats Cleverness. Confused readers don’t buy. They leave. Always prioritize being crystal clear over trying to sound witty or smart. If your 13-year-old cousin can’t understand your point, simplify it.
• The “So What?” Test is Your Secret Weapon. For every feature you list, ask yourself, “So what?” Keep asking until you get to a real human benefit. This simple trick turns boring lists into compelling reasons to buy.
• Content Informs, Copy Sells. A blog post that teaches you something is content writing. A sales page that asks for your credit card is copywriting. You need both, but they serve different masters. A well-rounded approach requires a winning content strategy that knows when to educate and when to sell.
• Action is Everything. Every piece of copy you write must have a clear goal and a single, obvious next step. Don’t make the reader guess what to do next. Tell them.

The Hidden Truth About What is Copywriting

Let’s be honest. The word “copywriting” can sound intimidating. It brings up images of high-powered ad agencies from Mad Men, crafting slogans for giant corporations.

The hidden truth? You are already a copywriting expert.

You just don’t know it yet. Every time you write a text to convince your friends to try a new restaurant, or an email to your boss to get approval for an idea, you’re using the principles of persuasion. You’re using copy.

The real secret isn’t learning a new language. It’s learning how to focus the persuasive skills you already have toward a commercial goal.

Let’s Bust Some Myths 💥

• Myth 1: You have to be a “good writer.” False. Some of the best copywriters I know would never call themselves “writers.” They’re more like detectives. They study human behavior, read customer reviews like treasure maps, and understand what makes people feel seen and heard. It’s about empathy, not a fancy vocabulary.
• Myth 2: It’s all about hype and manipulation. Bad marketing uses hype. Great copywriting uses truth. It’s about building a bridge of trust between a problem and a solution. When you deeply understand your audience, you don’t need to exaggerate; you just need to articulate their pain and present the most helpful answer. This is the heart of true brand storytelling.
• Myth 3: AI is going to take over. This is a huge one. Will AI change copywriting? Absolutely. But it won’t replace it. AI is a powerful tool, like a calculator for a mathematician. It can handle the heavy lifting of a first draft, but it can’t provide the strategic thinking, the genuine empathy, or the unique brand voice that makes copy connect. The future belongs to writers who master AI as a partner, not an enemy. Learning about the power of large language models is your first step.

Mindset Shift: Stop thinking of yourself as a “writer.” Start thinking of yourself as a “problem solver” who uses words as your primary tool.

The Complete What is Copywriting Framework (Your Step-by-Step Guide)

Ready to get practical? This is the exact framework professionals use to go from a blank page to persuasive copy, every single time. Forget the guesswork. This is your system.

(Imagine a simple, clean diagram: A circle divided into 5 sections labeled: 1. Research, 2. Outline, 3. Draft, 4. Edit, 5. Test. An arrow flows from one to the next.)

Step 1: The Deep-Dive Research Phase (Where the Magic Really Happens)

This is 80% of the work. I’m not exaggerating. If you nail the research, the copy practically writes itself.

• Become an Expert on the Product: Use it. Take it apart. What does it do? How does it do it? List every single feature. We’ll turn these into gold later.
• Become Obsessed with the Audience: Who is this for? Go beyond “moms, aged 30-45.” What keeps them up at 3 AM? What do they secretly hope for? Where do they hang out online? Pro Tip: Read Amazon reviews (the 1-star and 5-star ones are the most emotional), browse Reddit threads, and listen to the exact words your audience uses.
• Spy on the Competition: Look at what your competitors are doing. What promises are they making? What are their customers complaining about in reviews? Your goal is to find the gap—the thing they aren’t saying that you can.

Step 2: The Blueprint Phase (Structure and Outline)

Never, ever start writing without a map. A copywriting formula is your map.

• AIDA (Attention, Interest, Desire, Action): The timeless classic.
  • Attention: Grab them with a killer headline.
  • Interest: Hook them with a relatable problem.
  • Desire: Paint a picture of a better life with your solution.
  • Action: Tell them exactly what to do next.
•  
• PAS (Problem, Agitate, Solution): Powerful and direct.
  • Problem: State the problem your reader is experiencing.
  • Agitate: Poke the wound. Remind them why this problem is so frustrating.
  • Solution: Present your product as the clear, obvious answer.
•  

Your Turn: Pick one of these formulas and create a simple outline for a product you love. Just bullet points. This takes 5 minutes and will save you hours of frustration.

Step 3: The “Ugly First Draft” Phase (Just Get It Out)

Set a timer for 25 minutes. Your only goal is to get words on the page.

Turn off your inner critic. Don’t worry about grammar, spelling, or finding the perfect word. Just write. Follow your outline and let it flow. It’s called the “ugly first draft” for a reason. Give yourself permission for it to be messy. The polish comes later. This is about momentum.

Step 4: The Polishing Phase (Where You Become an Artist)

Walk away from your draft. For an hour. For a day. Come back with fresh eyes. Now, edit in layers:

1. The Big Picture Edit: Read it from top to bottom. Does the argument flow? Is it easy to understand?
2. The “Chop” Edit: Read it out loud. Any sentence that makes you stumble or sounds unnatural, rewrite it or delete it. Be ruthless. Cut every single word that isn’t doing a job.
3. The “Impact” Edit: Is your headline powerful? Are your verbs strong? Are your benefits crystal clear?
4. The Final Polish: Now you can check for spelling and grammar. Using a tool can help, but don’t rely on it completely. Our Writesonic review covers a tool that can assist with this stage.

Step 5: The Reality Check (Test and Measure)

Good copywriters think they know what works. Great copywriters test to find out for sure. The audience is the ultimate judge.

If it’s a sales page, can you test two different headlines (this is called an A/B test)? If it’s an email, can you try two subject lines? Look at the data. Which version got more clicks? More sales? The data gives you the answers to write even better copy next time. This is how you continuously boost your organic ranking and conversion rates.

Advanced Copywriting Strategies That Actually Work

Mastered the basics? Good. Now let’s get into the techniques that separate the pros from the amateurs. These are less about writing and more about human psychology.

1. Storytelling: The Ultimate Sales Tool

Our brains are wired for stories, not for data sheets. A good story bypasses the logical brain and connects directly with our emotions.

• Frame the Customer as the Hero: Your customer is Luke Skywalker. They have a problem (the Empire). Your product is their lightsaber—the tool that helps them win. How does your copy tell that story?
• Use a Relatable “Before & After”: Show them the frustrating “before” state (stuck, confused, losing money). Then, paint a vivid picture of the desirable “after” state (confident, clear, successful). Your product is the bridge between the two.

2. The Hidden Forces: Psychological Triggers

Ethically using these triggers can make your copy incredibly effective.

• Social Proof: We are herd animals. We look to others to guide our decisions. That’s why testimonials, reviews, case studies, and “As seen on…” logos are so powerful. They reduce risk and build instant trust.
• Scarcity & Urgency: Why do limited-time offers work? Because of the Fear Of Missing Out (FOMO). Phrases like “Offer ends Friday,” “Only 2 spots left,” or “Limited edition” create a gentle pressure to act now instead of later.
• Authority: Why do you trust your doctor’s advice? Because they have authority. In your copy, you can build authority by citing studies, showing off credentials, or simply adopting a confident, knowledgeable tone.

3. The Art of the Conversation

The best copy doesn’t feel like an ad; it feels like a conversation.

• Write Like You Talk: Read your copy out loud. Does it sound like something you’d say to a friend? Or does it sound like a corporate robot? Use contractions (you’re, it’s). Ask questions. Be relatable.
• Use “You” and “I”: Talk directly to the reader. Use the word “you” far more than you use “we” or “I.” Make it about them, not about you.

This conversational approach is key to building an affiliate marketing website that people actually trust and buy from.

Common Mistakes & How to Avoid Them (A Beginner’s Cheat Sheet)

We all make mistakes. But if you can avoid these common ones, you’ll be ahead of 90% of your competition.

Avoiding these pitfalls is a critical part of learning how to create an affiliate marketing strategy that actually works.

Your Copywriting Toolkit: Tools, Resources & Getting Started

You don’t need a lot of expensive software to get started. The best tool you have is your brain. But these can definitely help speed up the process.

My Recommended Tool Stack

• For Writing & Ideas: Google Docs (Free). It’s simple, cloud-based, and all you need to start.
• For Readability: Hemingway Editor (Free). Paste your copy in here. It will highlight long sentences and complex words. It forces you to be clear.
• For Grammar: Grammarly (Free & Paid versions). The free browser extension is a must-have for catching typos. The paid version offers advanced suggestions on tone and clarity.
• For Headlines: CoSchedule’s Headline Analyzer (Free). Get a data-backed score on how strong your headline is.
• For AI Assistance: ChatGPT or Google Gemini (Free versions). Perfect for brainstorming ideas, creating outlines, or rewriting a clunky sentence. Think of it as your creative sidekick. Exploring how ChatGPT works will give you a major advantage.

Quick Start Checklist (Your First Hour)

1. [ ] Start a “Swipe File”: Create a folder on your computer or a gallery on your phone. Whenever you see an ad, email, or sales page that makes you feel something, screenshot it. This is your personal library of inspiration.
2. [ ] Pick a Product You Own: It could be your coffee maker, your running shoes, or your favorite app.
3. [ ] Open a Google Doc and Write a Headline: Don’t overthink it. Just write one headline for that product.
4. [ ] Use the “So What?” Test: List three features of the product. Next to each one, write the true benefit.
5. [ ] Write One Short Paragraph Using the PAS Formula: Problem, Agitate, Solution. That’s it!

Congratulations, you’re already practicing.

Future-Proofing Your Copywriting Skills

The digital world changes fast. Here’s how to stay ahead of the curve.

• Embrace Video: More content is being consumed via video than ever before. Learning to write compelling video scripts for YouTube, TikTok, and Instagram is a superpower. It’s about writing for the ear, not just the eye. Our guide on how to use YouTube for affiliate marketing is a great place to start.
• Think in Questions: With the rise of voice search (“Alexa, what’s…?”), copy that directly answers questions will win. Structure your content to solve problems and provide clear, concise answers.
• Get Comfortable with AI: The future isn’t AI vs. Human. It’s AI + Human. Learn how to write effective prompts to guide AI tools. Your value will come from your strategy, creativity, and ability to edit and refine AI-generated text into something that truly connects. Sharpen your skills with a deep dive into AI prompt writing.

The key is to be a lifelong learner. The tools will change, but the principles of human psychology will stay the same.

You’re Ready. What’s Next?

We started with a simple question: “What is copywriting?”

By now, you know the answer is so much more than a definition. It’s a system for persuasion. A tool for connection. And a skill that, once learned, can open up incredible opportunities.

You’ve learned the frameworks the pros use, the psychological triggers that drive action, and the common mistakes to sidestep. You have a toolkit and a clear, actionable plan to start practicing today.

The gap between where you are now and where you want to be is bridged by action.

Your Clear Next Steps:

1. Do the “Quick Start Checklist.” Don’t just read it. Do it. It will take less than an hour.
2. Rewrite the Copy for Something. Pick a product description on Amazon or a local business’s website that you think is weak. Rewrite it using the AIDA formula.
3. Read one more in-depth article. To see how copy and content work together, explore our guide on how to create SEO-friendly blog posts.

You have everything you need to begin. Start writing.

FAQ Section (For Quick Answers)

What is the main goal of copywriting?
The main goal is to persuade someone to take a specific, measurable action—like making a purchase, signing up for a list, or clicking a button.

What is the difference between a copywriter and a content writer?
A content writer’s main job is to inform and build an audience over time (think blog posts). A copywriter’s main job is to sell and get an immediate response (think ads and sales pages).

Can I really learn this on my own?
Yes, 100%. Most of the world’s top copywriters are self-taught. They learned by reading, studying great ads, and practicing relentlessly.

How much can a beginner copywriter make?
It varies wildly, but freelance beginners often start between25−75 per hour. Salaried, in-house roles can start around 45,000−55,000. As your skills and portfolio grow, so does your earning potential.

What’s the #1 most important skill for a copywriter?
Empathy. The ability to step into your customer’s shoes and understand what they truly want and feel. Everything else flows from that.

REFERENCES & RESOURCES

1. “Ogilvy on Advertising” by David Ogilvy: A foundational text on advertising and persuasion. While there isn’t a single official “book” website, it’s widely available on bookseller platforms like Amazon.
2. “Influence: The Psychology of Persuasion” by Robert Cialdini: The bible for understanding why people say “yes.” Learn more at the official website, Influence at Work.
3. Copyblogger (Blog): A goldmine of articles on copywriting and content marketing. Visit them at www.copyblogger.com.
4. HubSpot Blog (Marketing Section): Excellent, data-driven articles on all aspects of digital marketing. Find it at blog.hubspot.com/marketing.
5. “Made to Stick: Why Some Ideas Survive and Others Die” by Chip Heath and Dan Heath: Teaches you how to make your messages more memorable. It’s available on major bookseller sites, including this Amazon link.
6. AWAI (American Writers & Artists Institute): Offers a wealth of resources and training for aspiring copywriters. Their main site is www.awai.com.
7. Backlinko (Blog): While focused on SEO, Brian Dean’s posts on copywriting are some of the most practical on the web. Read them at www.backlinko.com/blog.
8. Nielsen Norman Group (Website): For invaluable research on how people actually read and interact with websites. Their articles are at www.nngroup.com.
9. “Building a StoryBrand” by Donald Miller: A fantastic framework for clarifying your message using story. Discover more at the StoryBrand website.
10. Content Marketing Institute (Website): A leading resource for high-level strategy and industry reports. Visit them at www.contentmarketinginstitute.com.

Alexios Papaioannou

I’m Alexios Papaioannou, an experienced affiliate marketer and content creator. With a decade of expertise, I excel in crafting engaging blog posts to boost your brand. My love for running fuels my creativity. Let’s create exceptional content together!