What does a Marketing Copywriter do?

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  • Written By: Sheri Cyprus
  • Edited By: Heather Bailey
  • Last Modified Date: 23 November 2019
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A marketing copywriter writes promotional copy. He or she may work on advertising or direct mail campaigns or write Internet marketing copy. Marketing copywriters promote products or services to compel their target audience to take the wanted action, such as buying a product, signing up for a newsletter or entering a sweepstakes.

Less experienced copywriters will typically report to a senior copywriter, who will edit their work. Marketing copywriters usually attend regular meetings and may meet with clients to discuss project ideas before coming up with a concept. Marketing copywriters often do research so the details of their copy are accurate and will connect with the target audience.

Depending on the particular agency and its clients, a marketing copywriter could write brochures, ads, websites, direct mail packages or many other types of promotional materials. He or she may write mostly printed material or copy made for the web or radio and television broadcasts. Marketing copywriters spend a great deal of time thinking as well as playing with different ideas. Many copywriters write down their ideas and keep them in a file to possibly use for future copywriting projects. A copywriter must always write words that connect strongly with the target audience; persuasive communication is expected on a daily basis from a marketing copywriter.


Learning new copywriting skills is something many good marketing copywriters do regularly. They must stay on top of trends in society and be able to understand how their target markets think and behave. Graphic designers add the design elements to a marketing copywriter's copy such as different font sizes and photographs to complete the ad, brochure or other piece of copy. Senior art directors and marketing copywriters work together and each typically manages a team of employees while also reporting to a creative director.

Unlike a copywriter working in an agency, freelance marketing copywriters have to spend a lot of their time prospecting for new clients. Copywriters working in agencies have client work provided for them, but their freelance counterparts must constantly get new clients to stay in business. Freelance copywriters are able to work from their homes in many cases, but getting well-paying clients may be a problem since most online copywriter jobs are usually short-term assignments offering low pay. Spending time calling and meeting with prospective clients in person is often a better option for an agency-experienced marketing copywriter wanting to work freelance.


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