Sales Copywriter: What They Do, What They Cost, and How to Hire One

What Is a Sales Copywriter?

A sales copywriter is a professional writer who specializes in creating copy designed to generate revenue. They write sales pages, VSL scripts, email sequences, landing pages, sales letters, and ad copy — the persuasive content that converts prospects into paying customers.

The title "sales copywriter" is intentional. Every word of their output exists to sell something. This distinguishes them from content writers, brand copywriters, UX writers, social media managers, and the many other professionals who write marketing-related content but do not focus specifically on conversion.

A sales copywriter understands persuasion psychology, copywriting formulas, sales funnel architecture, and the mechanics of guiding a reader from awareness through to purchase. They do not write to inform, entertain, or build brand awareness — they write to make the cash register ring.

Sales Copywriter vs. Content Writer

The most common mistake businesses make when hiring a copywriter is treating sales copywriting and content writing as the same skill. They are not. They are fundamentally different disciplines that require different expertise, different mindsets, and different measures of success.

This is not about one being better than the other. Both are essential to a complete marketing strategy. But they are different skills, and hiring a content writer to write a sales page — or a sales copywriter to write a blog post — usually produces mediocre results in both directions.

A great content writer builds the audience. A great sales copywriter converts that audience into revenue. The most successful businesses invest in both.

What a Sales Copywriter Actually Does

Hiring a sales copywriter is not like ordering words by the pound. A professional sales copywriter provides a strategic service that includes:

Research and Discovery

Before writing a single word, a good sales copywriter invests substantial time in understanding your market, your audience, and your competitors. This includes:

• Audience research — understanding who your ideal customer is, what problems they face, what language they use, and what motivates them to buy
• Competitive analysis — studying what your competitors are saying, how they position their offers, and where the gaps are
• Product deep dive — understanding your product or service well enough to identify the most compelling angles and differentiators
• Swipe file analysis — studying proven copy in your niche to identify patterns, formats, and approaches that work

This research phase often takes as long as the writing phase — and it is the most important part of the process. Copy written without thorough research is guesswork disguised as strategy.

Strategy and Architecture

A sales copywriter does not just fill a template with words. They design a persuasion architecture — the strategic sequence of elements that guides the reader from attention through interest, desire, and action.

This means deciding:

• What type of lead (opening) to use based on the market's awareness level
• How to structure the proof section to build maximum credibility
• How to sequence the offer stack to maximize perceived value
• How to construct the close to drive urgent action
• How to handle objections before they become reasons not to buy

Writing and Revision

The actual writing is built on the research and strategy. A professional sales copywriter delivers polished, conversion-ready copy that includes:

• Multiple headline options
• Complete body copy with transitions and formatting
• Calls to action with specific language
• Supporting elements (subheads, bullets, testimonials, guarantee copy)
• Revision rounds based on client feedback

Testing Recommendations

Experienced sales copywriters do not just deliver copy and disappear. They provide recommendations for testing — which elements to A/B test first, which metrics to track, and how to iterate based on performance data.

How Much Does a Sales Copywriter Cost?

Sales copywriter pricing varies widely based on experience, format, and track record. Here is a realistic breakdown:

Per-Project Pricing

Most sales copywriters charge per project rather than per word or per hour. This makes sense because the value of a sales page is not determined by its word count — it is determined by its conversion rate and the revenue it generates.

Typical per-project rates for common formats:

• Landing page: $1,000-$5,000
• Sales page: $5,000-$25,000+
• VSL script: $7,500-$25,000+
• Email sequence (5-7 emails): $3,000-$10,000
• Direct mail package: $5,000-$15,000
• Complete funnel: $15,000-$50,000+

Royalty Arrangements

Some sales copywriters — particularly those with strong track records — work on a reduced upfront fee plus a percentage of revenue generated by their copy. A typical royalty structure might be $5,000-$10,000 upfront plus 3-5% of net sales.

Royalty deals align incentives because the copywriter earns more when the copy performs. This arrangement is most common for high-volume offers in health supplements, financial publishing, and ClickBank products.

Retainer Arrangements

For ongoing relationships, monthly retainers typically range from $5,000-$15,000+ per month. Retainers guarantee availability and often include a set number of projects or hours, making them cost-effective for businesses with continuous copywriting needs.

How to Hire a Sales Copywriter

Finding the right sales copywriter is one of the most impactful decisions a business can make. Here is a systematic approach:

1. Define Your Project

Before reaching out to copywriters, be clear about what you need:

• What format? (Sales page, VSL, email sequence, landing page)
• What is the offer? (Product, service, price point)
• Who is the audience? (Demographics, awareness level, pain points)
• What is the budget? (Both for the copy and for the overall marketing campaign)
• What is the timeline? (When do you need the finished copy?)

2. Look for Results, Not Just Writing

The most important thing in a sales copywriter's portfolio is not how well they write — it is how well their copy performs. Look for:

• Specific revenue figures ("This VSL generated $2.3M in its first 12 months")
• Conversion rate data ("Increased landing page conversion from 1.8% to 7.2%")
• Client testimonials about results (not just about the working relationship)
• Industry-relevant samples (copy in your niche or a related one)
• Format expertise (a great sales page writer may not be a great VSL writer)

3. Ask the Right Questions

When evaluating a sales copywriter, ask:

• "What is the most revenue a single piece of your copy has generated?"
• "What is your research process before you start writing?"
• "How do you determine the right approach for a new project?"
• "What happens if the copy does not perform?"
• "What metrics do you recommend tracking?"

4. Start with a Test Project

If possible, start with a smaller project — a landing page or email sequence — before committing to a major engagement. This lets you evaluate the copywriter's process, communication, and results without a massive financial commitment.

5. Evaluate the Full Experience

A great sales copywriter is not just a great writer. They are a strategic partner who:

• Asks thoughtful questions about your business, audience, and goals
• Conducts thorough research before writing
• Communicates clearly about timelines, expectations, and process
• Delivers on time and within scope
• Provides strategic insight beyond just the deliverable

Red Flags When Hiring a Sales Copywriter

Watch for these warning signs:

No results to show. A copywriter who cannot point to specific, measurable outcomes from their work is either inexperienced or their copy does not perform. Either way, proceed with caution.

Pricing by the word. Sales copy is not commodity writing. A copywriter who charges by the word is not thinking about conversion — they are thinking about volume. Per-project pricing aligned to business outcomes is the industry standard.

No research phase. A copywriter who starts writing immediately without understanding your audience, offer, and competitive landscape is guessing, not strategizing.

Generic samples. If every sample in their portfolio sounds the same regardless of the product, industry, or audience, they are applying a template rather than a strategy.

Promising specific results. No ethical copywriter guarantees specific conversion rates or revenue figures before seeing the offer, audience, and funnel. They can show past results, but promising future outcomes is a red flag.

The ROI of a Sales Copywriter

The right sales copywriter is not an expense — they are a revenue generator. Here is how to think about the ROI:

If a professionally written sales page increases your conversion rate from 1% to 3%, and your page receives 10,000 visitors per month at an average order value of $100, the math is simple:

• Before: 10,000 × 1% × $100 = $10,000/month
• After: 10,000 × 3% × $100 = $30,000/month
• Improvement: $20,000/month in additional revenue

Even a $15,000 investment in copywriting pays for itself in the first month and continues generating returns every month after that. This is why the best sales copywriters are not cheap — and why they are worth every dollar.

The question is never "Can I afford a sales copywriter?" The question is "Can I afford not to have one?"

Getting Started

If you are ready to work with a sales copywriter, start here:

1. Identify your highest-leverage project — the one piece of copy that, if improved, would have the biggest impact on revenue
2. Gather your existing materials — current copy, customer research, testimonials, and competitor examples
3. Define your budget and timeline — be realistic about what you can invest and when you need results
4. Research 3-5 copywriters who specialize in your format and industry
5. Have conversations — the best copywriter for you is not just the most talented one, but the one who understands your business and is genuinely excited about the project

The right sales copywriter can transform your business. Contact me if you want to discuss how a direct-response copywriting partnership could work for your specific situation.