Written By
GCE Editorial Team
A copywriter is a professional writer who creates persuasive and engaging content such as ads, websites or emails. Their work captures attention, builds brand identity and inspires audiences to take action.
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Approved and verified accurate by the Assistant Vice President of GCU Marketing on Oct. 9, 2025.
The views and opinions expressed in this article are those of the author’s and do not necessarily reflect the official policy or position of Grand Canyon University. Any sources cited were accurate as of the publish date.
Many copywriters are generalists. That is, they are capable of adapting to a wide range of industries and types of clients. One day, they might write new website pages for a plumbing company, while the next day they might work on a video script for a private investigation firm.
However, copywriters can and do specialize.
Some of the following industries are areas where a copywriter might excel:
Some marketing firms cater exclusively to certain industries, such as healthcare and law, while others will take on virtually any type of client. Likewise, some marketing firms are strictly B2B (“business to business”— marketing messages from one business to another) and others are B2C (“business to consumer”— marketing messages that appeal directly to consumers).
If you know that you want to pursue a writing-related career, but aren’t sure if copywriting specifically is right for you, it may be helpful to compare copywriting vs. writing for other purposes.
Other types of writing include:
There are many types of writing jobs and specialties, and there can be some overlap. For example, a copywriter may write informational blogs with a sales angle, but a blogger who is not a copywriter will typically write blogs designed to be informational or entertaining, without a sales angle.
Screenwriting involves writing scripts for TV shows or movies, which overlaps with fiction writing. Fiction writing can involve writing screenplays, short stories or novels. Grant writing refers to writing grant proposals intended to fund the projects of an organization, such as a nonprofit.
Another way to compare copywriting and other types of writing is to consider the differences in style. For example, copywriting vs. technical writing is entirely different. Whereas copywriting can be fairly informal at times, technical writing is always formal, as it’s intended only to give instructions or specifications (e.g., product manuals).
Copywriters handle a variety of tasks on behalf of their clients, such as meeting with clients to gain an understanding of their products or services, current and target customers and their marketing goals. They may also conduct research into audiences, industries and the products they are marketing. Then, they craft content designed to help the client meet their marketing goals.
Copywriters can work with a variety of mediums, including the following:
Note that not all copy is overly “salesy." Some marketing copy is primarily informational or entertaining, with a subtle push to raise brand awareness or direct readers to the company’s products or services. By making the bulk of a piece educational or entertaining, a copywriter can hold the reader’s attention and encourage the reader to form an emotional connection to the brand.
For instance, consider Alice, a fictitious copywriter who has been hired to write a blog for a veterinary clinic. Alice knows that responsible pet parents are often preoccupied with their animals’ health and well-being, and that they frequently search for actionable information they can use to help their animals enjoy a better quality of life. She also knows that her client wants to increase appointments for their pet behavioral training service.
Alice writes a blog titled “10 Signs Your Dog Is Bored," which includes a discussion of the destructive behaviors that dogs might engage in when they get bored. The bulk of the piece is informational, designed to help puppy parents take better care of their animals.
Toward the end of the blog, Alice includes a call to action (CTA) that informs readers that the vet clinic offers behavioral training that can help bored dogs curb their destructive behaviors. It invites readers to book an appointment with the dog trainer. This blog works because it keeps readers engaged throughout the copy, while offering the client’s services as an effective solution to their problems.
Copywriting can be a fun career because it allows professionals to exercise their creativity. However, copywriters must always keep their clients’ preferences and requirements in mind, and they must work within those boundaries. It is also important for a copywriter to ensure that the content fits the client’s brand voice and meets the general expectations for the client’s industry.
If you’re passionate about the written word and curious about interactive media, you can turn your passion into purpose by earning a writing-intensive bachelor’s degree at Grand Canyon University. The Bachelor of Arts in Communications with an Emphasis in Broadcasting and New Media and the Bachelor of Arts in Professional Writing for New Media are two degree programs designed for aspiring writers. Fill out the form on this page to speak with a university counselor about your options at GCU.
A copywriter is a marketing and advertising professional who creates the copy or text for different types of marketing and advertising mediums. These can include paid ads, blog posts, brochures, billboards and other types of marketing materials. Copywriters may create copy for a variety of different clients — from nonprofits to manufacturing firms — all in alignment with each client’s style guidelines and brand voice.
If you have ever watched a funny commercial or heard a catchy radio jingle and thought, “I could write that!” then copywriting might be a good career for you to pursue. What is a copywriter’s job like? Copywriters spend some of their time diving into customer personas to gain insights about their target audience, and much of their time writing the actual copy.
Copywriting might be an ideal career for you to pursue if you enjoy writing and research and you’re interested in helping businesses achieve their objectives. Another way to determine if copywriting is right for you is to take a look at the skills that are helpful in this profession.
These skills include:2
Since copywriters are a type of writer, most employers prefer to hire copywriters with a bachelor’s degree in a subject that emphasizes writing-intensive assignments, such as communications or professional writing.1 While in college, work on building a portfolio of writing clips. It’s common for prospective employers to request that job applicants submit a professional portfolio. It can also be helpful to obtain some relevant work experience by doing a writing internship.1
There are no specific certification requirements for copywriters. However, you may wish to join an organization for professional writers. Membership in a professional association may provide opportunities for networking.
Examples of these organizations include the following:
Pursue Your Passion for Writing
Unlock your voice and build a career that inspires by earning a degree in writing or communications from GCU
A bachelor’s degree is an important step toward pursuing a writing career, and there are a variety of bachelor’s degrees you might consider pursuing.1 Different schools offer different programs, such as emphasis programs in new media. New media does not refer to a specific medium of communication; rather, new media is any type of communication that is accessible through digital platforms.
New media can include elements of old media, such as printed newspapers that are digitized and accessible on a website. It can also be completely new media, such as a streaming app or email. A new media degree may examine any of these.
The specific curriculum will vary from one school to the next. In general, however, a student earning a new media degree can expect to explore the following:
