What Does a Copywriter Actually Do? The Real Answer From a 30-Year Veteran

The Biggest Misconception About Copywriting

Ask someone what a copywriter does, and you will usually get one of two answers. The first: "They write ads." The second: "They make sure nobody steals your ideas" — confusing copywriting with copyright, which is an entirely different field.

Both answers miss the mark. Not slightly. Fundamentally.

I have been a direct-response copywriter for over 30 years, generating more than $523 million in tracked results for clients ranging from Apple and IBM to ClickBank vendors and DTC brands. And in all that time, the most persistent misunderstanding about my profession has never changed. People think the job is about writing. It is not. Writing is the output. The job is about understanding why people buy — and engineering that understanding into words that produce measurable action.

That definition might surprise you if you thought copywriters spend their days dreaming up clever headlines. Some do. But the copywriters who actually move the revenue needle spend most of their time doing something that looks nothing like writing.

What a Copywriter Really Does: The 60-20-20 Rule

Here is something that surprises almost everyone who hires a copywriter for the first time. The best copywriters in the world spend roughly 60% of their time on research, 20% on strategy, and only about 20% on the actual writing.

This is not an exaggeration. The legendary Eugene Schwartz, author of Breakthrough Advertising, famously said he never wrote copy — he assembled it from his research. Gary Halbert spent weeks studying a market before writing a single word. And in my own career, I have found this ratio to be the single most reliable predictor of whether a project succeeds or fails.

Research: The 60% that determines everything

Before I write a word of copy for a client, I immerse myself in their world. That means reading every customer review I can find — not just the five-star reviews, but especially the one-star and three-star reviews, because that is where the real objections live. It means studying the competition — what they promise, how they position themselves, what gaps they leave exposed. It means understanding the target audience at a level that goes far beyond demographics.

What keeps them awake at 2 AM? What have they tried before that did not work? What do they believe about themselves and their problem? What language do they actually use when describing their pain?

This is the work that separates a $500 copywriter from a $50,000 copywriter. The expensive copywriter is not a better wordsmith — they are a better researcher. They find the insight that unlocks the sale, and then the writing almost takes care of itself.

Strategy: The 20% that shapes the message

Once the research is done, strategy is about deciding what to say and in what order. This involves choosing the right copywriting formula for the situation, structuring the argument so each section builds on the last, identifying the single most powerful promise and leading with it, mapping out objections and planning where to handle each one, and designing the offer architecture — pricing, bonuses, guarantees, and urgency elements.

Strategy is where a copywriter's experience matters most. A junior writer with the same research might have all the right ingredients but assemble them in the wrong order. An experienced copywriter knows that the sequence of ideas matters as much as the ideas themselves.

Writing: The 20% everyone notices

The actual writing is the smallest part of the job — but it is the only part most people see. This is where the research and strategy get transformed into a headline that stops the scroll, a lead that hooks the reader, bullet points that make the offer irresistible, and a call to action that converts.

Good copy does not read like copy. It reads like a conversation with someone who understands your problem and has a genuine solution. The psychology is invisible. The persuasion is embedded in the structure, the story, and the language — not in hype or pressure.

The Five Types of Copywriters (And Why It Matters)

Not all copywriters do the same work. The profession encompasses at least five distinct specializations, and choosing the right one for your project is critical. Hiring a brand copywriter to write a VSL is like hiring a cardiologist to perform knee surgery — they are both doctors, but the specialization matters.

1. Direct-response copywriter

Writes persuasive copy designed to generate an immediate, measurable action. This is my world. Direct-response copywriters produce VSL scripts, sales pages, email sequences, landing pages, ad copy, and complete sales funnels. They are measured by conversion rate, revenue generated, and return on ad spend.

2. Brand copywriter

Focuses on positioning, voice, and emotional association. Brand copywriters create taglines, brand manifestos, website messaging, and campaign concepts. Think "Just Do It" or "Think Different." They are measured by brand recall, sentiment, and consistency — not by immediate conversion.

3. Content copywriter

Writes educational and informational material — blog posts, articles, white papers, and thought leadership content. Their goal is to build audience, earn trust, and improve organic search rankings. This is the discipline most often confused with copywriting, but the skills and objectives are fundamentally different.

4. SEO copywriter

Specializes in writing content optimized for search engines while remaining engaging for human readers. SEO copywriters understand keyword strategy, search intent, on-page optimization, and how to balance technical requirements with readability. They bridge the gap between content strategy and search performance.

5. Technical copywriter

Writes for complex, specialized industries — SaaS, fintech, biotech, engineering. They translate technical features into benefits that non-technical buyers understand. Technical copywriters need deep subject-matter knowledge alongside persuasion skills, which makes them rare and valuable in the right context.

The point is not that one type is better than another. The point is that they are different. And most businesses that are disappointed with their copywriter hired the wrong type — not the wrong person.

A Day in the Life of a Direct-Response Copywriter

I get asked this question often, and the honest answer usually disappoints people who imagine copywriters lounging by a pool, waiting for inspiration to strike.

Here is what an actual workday looks like when I am deep in a project.

Morning: Research and immersion. The first two to three hours are spent inside the client's world. I am reading customer testimonials, studying competitor sales pages, reviewing analytics data, and building out the psychological profile of the target buyer. I am looking for what I call the "aha insight" — the single piece of understanding that will unlock the entire piece. Some days I find it in the first hour. Some days it takes a week. But I never start writing without it.

Late morning: Strategic outlining. Once the research yields an insight worth building on, I map out the structure of the piece. If it is a sales page, I am deciding on the lead type, the story arc, the proof structure, and the offer presentation. If it is a VSL script, I am planning the hook, the problem amplification, the credibility bridge, and the close. This is architectural work — deciding what goes where and why.

Afternoon: Writing and revision. This is when I actually produce copy. But because the research and strategy work is already done, the writing moves quickly. I am not staring at a blank page wondering what to say. I am translating a clear strategic plan into persuasive language. Most of the heavy lifting was done before I typed a word.

Late afternoon: Review and refinement. I read the draft aloud — literally — because copy that sounds awkward when spoken will feel awkward when read. I cut anything that does not advance the argument. I sharpen the headline formulas. I check that every section earns the next one. Then I walk away and come back to it the next morning with fresh eyes.

That might sound less glamorous than "creative genius writes brilliant ad." But this process consistently produces copy that converts — because it is built on understanding, not inspiration.

What Does a Copywriter Actually Produce?

Another common misconception is that copywriters only write "ads." The range of deliverables a copywriter produces is far broader than most people realize. Here is what the actual output looks like.

Sales pages and landing pages. Long-form or short-form web pages engineered to convert visitors into buyers or leads. A strong sales page can be 3,000 to 10,000 words and follows a carefully structured persuasion sequence.

Video Sales Letter (VSL) scripts. The written scripts behind video presentations that sell products and services. A VSL script runs anywhere from 2,000 to 15,000 words and follows a specific dramatic structure designed to hold attention and drive action.

Email sequences. Multi-message campaigns that nurture leads, launch products, recover abandoned carts, and drive sales over time. An email copywriter might produce a 7-email launch sequence, a 30-day nurture series, or a high-frequency promotional calendar.

Ad copy. Headlines, body copy, and calls to action for Facebook, Google, YouTube, and other advertising platforms. Short-form, but incredibly high-stakes — a single word change in an ad headline can double or halve your conversion rate.

Direct mail. Physical letters, postcards, and packages sent through the mail. Direct mail copywriting is one of the oldest forms of the craft, and it remains one of the most effective for certain markets.

Funnel copy. The complete set of copy assets that make up a sales funnel — from the initial ad to the landing page to the upsell sequence to the follow-up emails. Funnel copywriting requires both individual asset expertise and an understanding of how each piece connects.

Webinar and presentation scripts. The persuasive scripts behind live or automated webinars, which are among the highest-converting sales formats in existence.

This list is not exhaustive. Copywriters also produce product descriptions, packaging copy, crowdfunding campaigns, case studies, and dozens of other formats. The common thread is not the format — it is the purpose. Every piece is designed to drive a measurable action.

How Copywriters Are Different From Everyone Else

One of the reasons people struggle to understand what a copywriter does is that the role overlaps — or appears to overlap — with several other marketing roles. Here is how they are actually different.

Copywriter vs. content writer

This is the most common confusion, and it has real financial consequences. A copywriter writes to convert. A content writer writes to educate. A copywriter's sales page is measured by how many visitors become buyers. A content writer's blog post is measured by how much traffic and engagement it generates. Both are valuable. Neither can do the other's job well without specific training.

If your sales page reads like a Wikipedia article, you hired a content writer when you needed a copywriter. If your blog posts feel like infomercials, you did the reverse.

Copywriter vs. marketing manager

A marketing manager oversees the strategy — channels, budgets, timelines, team coordination. A copywriter is the specialist who creates the persuasive messaging within that strategy. The marketing manager decides to run Facebook ads targeting women 35-55 who have tried keto. The copywriter writes the ad that makes them click, the landing page that makes them opt in, and the email sequence that makes them buy.

Copywriter vs. creative director

A creative director oversees the visual and conceptual direction of a campaign. A copywriter produces the written persuasion that lives within that creative direction. In advertising agencies, the copywriter and art director typically work as a team, with the creative director providing oversight. In direct response, the copywriter often carries more strategic weight because the words — not the visuals — do the selling.

Copywriter vs. marketing agency

A marketing agency provides a suite of services — strategy, creative, media buying, analytics, and execution. A copywriter provides one highly specialized skill within that suite. Some businesses hire agencies that include copywriters on staff. Others hire specialized freelance copywriters directly, which often produces better results for high-stakes conversion assets because you get a senior specialist rather than a junior writer on a team.

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This quote captures something essential about what copywriters really do. Positioning is a strategic act, not a creative one. And the best copywriters are strategists who happen to express their strategy through writing.

The Skills That Actually Matter

If you are evaluating a copywriter — or considering becoming one — here are the skills that separate professionals who generate measurable results from those who just produce competent prose.

Persuasion psychology

Understanding why people buy is the foundation of everything a copywriter does. This means studying the principles of influence — reciprocity, social proof, authority, scarcity, commitment, and liking — and knowing how to deploy them ethically. It means understanding cognitive biases, emotional triggers, and decision-making frameworks. The best copywriting books are not about writing. They are about psychology.

Research and market analysis

The ability to find the insight that unlocks the sale is the single most valuable skill a copywriter can develop. This means knowing how to mine customer reviews, conduct competitive analysis, identify market sophistication levels, and understand the conversation already happening in the prospect's mind. Without this skill, even the most talented writer is guessing.

Strategic thinking

Great copywriters do not just write — they think. They understand sales funnels and how each piece of copy connects to the next. They know when to use a long-form approach versus a short-form approach. They understand offer architecture and can advise clients on pricing, bonuses, and guarantee structure. Strategy is what transforms writing into results.

Clear, conversational writing

This might seem obvious, but it is worth stating: the best copy sounds like a smart friend explaining something, not like a professor lecturing or a salesman pitching. Clarity beats cleverness every time. Simple beats complex. Conversational beats formal. The goal is to be understood instantly, not to impress with vocabulary.

Data literacy

Modern copywriters — especially in direct response — must be comfortable with numbers. Split test results, conversion rates, statistical significance, cost per acquisition, return on ad spend. These metrics are how the copywriter's work is evaluated, and an inability to read and interpret data is a serious handicap.

How to Know If You Need a Copywriter

Not every business needs a copywriter right now. But many businesses that think they have a "marketing problem" or a "traffic problem" actually have a copywriting problem. Here are the signs.

You have traffic but low conversion rates. If people are visiting your site but not buying, the problem is almost certainly your copy. More traffic to a page that does not convert just wastes money faster. A skilled copywriter can often double or triple conversion rates on an existing page — which has the same economic effect as doubling or tripling your traffic at zero additional cost.

Your sales page reads like a product description. If your sales page lists features, specifications, and technical details without connecting them to the reader's emotional needs and desires, you need a copywriter. Features tell. Benefits sell. And a copywriter knows how to translate one into the other.

Your emails generate opens but not clicks. Good subject lines get opens. Good copy gets clicks. If your open rates are healthy but your click-through rates are weak, the problem is the message inside the email — and that is exactly what an email copywriter fixes.

You are launching a new product or service. Launches are high-stakes moments where the quality of your copy determines whether the product succeeds or fails. The launch email sequence, the sales page, the ad copy — these assets need to be engineered for maximum conversion, not just written for information.

Your competitors are outperforming you with similar products. When two businesses offer comparable products at comparable prices but one dramatically outsells the other, the difference is almost always the copy. Better positioning. Better messaging. Better persuasion architecture. The product did not change. The words around it did.

You are spending money on ads that do not convert. Every dollar you spend driving traffic to weak copy is a dollar wasted. Before increasing your ad budget, invest in the copy those ads point to. A great copywriter can often improve your return on ad spend more effectively than any amount of media optimization.

The Copywriter's Role in the Age of AI

One of the most common questions I hear now is whether AI is replacing copywriters. The short answer: it is replacing some and making others more valuable.

AI tools can generate competent first drafts, produce commodity content at scale, and handle routine writing tasks. For basic content creation, AI has compressed the value of human writers significantly. This is a reality that content-focused copywriters need to confront.

But for high-stakes direct-response work — the kind that directly generates or loses revenue — experienced human copywriters remain indispensable. Here is why. AI cannot conduct original market research by interviewing customers and studying buyer psychology at the depth required. It cannot develop a novel strategic angle based on years of pattern recognition across hundreds of campaigns. It cannot understand the emotional nuances that make the difference between copy that informs and copy that converts.

The copywriters who thrive in the AI era are those who have always done more than write. They research. They strategize. They architect conversion systems. And they use AI as a tool to accelerate their process — not as a replacement for their thinking. The question is not whether copywriting is dead. The question is whether the copywriter offers strategic value beyond the words themselves.

What Happens When You Hire the Right Copywriter

When you hire a copywriter who understands research, strategy, and persuasion — not just someone who writes well — the results compound. Your sales page converts at two to five times the previous rate. Your email sequence generates revenue from subscribers who were previously just names on a list. Your ads produce profitable returns instead of expensive clicks that go nowhere. Your funnel economics improve at every stage.

The right copywriter does not just write better words. They think differently about your market, your offer, and your customer. They find angles you did not see and articulate value you knew existed but could not express persuasively. They turn marketing spend from a cost center into a profit center.

That is what a copywriter actually does. Not "writes ads." Not "creates content." Not "comes up with slogans." A great copywriter researches your market deeply, develops a persuasive strategy based on genuine insight, and translates that strategy into words that produce measurable, trackable, bankable results.

Ready to See What a Copywriter Can Do for Your Business?

If any of what I have described sounds like what your business needs, I would welcome the opportunity to discuss your project. I work with businesses that take their copy seriously — those that understand the difference between writing and persuasion, between words and results.

You can learn more about the copywriting services I offer, review my portfolio and case studies, or explore what it looks like to work with an experienced direct-response specialist by visiting my about page.

When you are ready to talk, reach out directly. I will ask you smart questions about your business before we discuss anything else — because, as you now know, that is where great copy actually begins.