Being a copywriter today: making a difference with words, data, and AI

Even without realizing it, we interact with the work of a copywriter dozens of times a day. It’s in the notification that convinces us to open an app, in the subject line of the email we don’t delete, on the shampoo label that promises “volume and shine,” in the newsletter we eagerly await every week.

The words that guide our actions are rarely random. And behind each of them is a specific professional figure: the copywriter. Not just a “writer,” but a message architect, a strategist who uses words as tools to achieve specific, measurable goals. Today, copywriting is a strategic discipline at the crossroads of creativity, data, and technology, and the work of the copywriter has evolved enormously, because the challenge is to navigate traditional media, new digital channels, and, increasingly, artificial intelligence.

In this comprehensive guide, we explore every facet of a profession that shapes the way companies and people communicate, analyzing who copywriters are today, what skills really make a difference, and how artificial intelligence is changing—but not replacing—the human role in writing.

What is a copywriter? Definition and strategic role

A copywriter is a professional writer who applies their skills to marketing and strategic communication.

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First and foremost, they are interpreters of language, whose mission goes far beyond simply writing engaging content: they structure texts that are consistent with the brand identity and aligned with objectives, translating ideas, values, and business goals into words that persuade, excite, and—above all—drive action.

Their role should not be confused with that of a journalist, columnist, or generic content creator: although there is some overlap, these roles often focus (solely) on informing or entertaining, while copywriters have a specific and measurable purpose. They never write “by chance”: every piece of content is created to guide the reader towards a goal – whether that’s a download, a sale, a subscription, a purchase or even just greater brand awareness. They use persuasive techniques, psychological knowledge, linguistic mastery and behavioral analysis to turn words into tools for conversion.

Today, their work encompasses a multitude of strategic communication contexts: from classic copywriting for advertising campaigns to digital content, such as SEO-optimized articles, microcopy for user interfaces, and social media texts.

This versatility stems from the ability to combine creativity and analysis, effectively making the modern copywriter a bridge between the needs of the company and the needs of people, using empathy as a building material and persuasion as a design technique.

Ultimately, copywriters today design content that not only speaks, but convinces, engages, and truly differentiates a brand in the marketplace.

The copywriter as a translator of value

One of the least visible—but most important—aspects of this profession is the ability to translate. It is not just a matter of writing well, but of transforming technical concepts, data, and corporate values into language that is understandable, interesting, and engaging for the reader. The copywriter observes, studies, intuits, and translates the needs of companies and consumers into content, speaking the language of both and building a dialogue that has concrete effects, such as promoting a product, communicating a value, or building a relationship.

Every product has characteristics. Every brand has a vision. Every buyer persona has expectations and fears. Writing for a conversion-focused landing page is profoundly different from creating an emotional social media post or a description for an e-commerce product. The skill lies in finding the meeting point between these elements, making them readable and desirable. A technical data sheet is not convincing, but it can become a concrete promise if written with the right approach. A company mission statement, often generic and self-referential, can become powerful when transformed into a credible story. Even survey results, seemingly dry, can strike an emotional chord when told in the right way.

Every word chosen should have a specific goal: to capture attention, build trust, evoke emotions, or convert the reader into a customer, contact, or supporter. This requires a deep understanding of the target audience, which translates into the ability to speak the target’s “language,” adapting to different platforms and formats.

This role of “cultural mediator” between the business world and the public cannot be improvised. It requires sensitivity, a spirit of synthesis, and a deep ability to listen. But when it works, it really makes a difference: it transforms a message into a relationship, a text into a connection, a page into a result.

Key responsibilities: beyond writing

The work of a copywriter is not limited to simply writing texts. It is a process that starts with analyzing the needs of the client, studying the target audience and the competition, and ending with the creation of content that meets specific needs.

This includes the ability to write:

• Short, incisive texts, such as headlines, payoffs, and calls to action (CTAs), which are crucial for capturing the audience’s attention and guiding them toward concrete action.
• Advertising campaigns that require creativity to convey a clear message in a few seconds, across different channels: from radio to TV to digital ads.
• Blog articles and informative content, often optimized for SEO, with the aim of attracting organic traffic and answering readers’ questions.
• Content marketing strategies, where the copywriter collaborates with other professionals to build coherent narratives that strengthen the brand over time.

Their main responsibility is to adapt each piece of content to the context in which it will be published, ensuring that it is effective for both the audience and the company’s objectives.

The importance in marketing: ROI and positioning

There is a lot behind every text written by a copywriter: research, analysis, and planning that allows those words to be truly effective. The copywriter studies the behavior of the target audience, analyzes the questions people ask themselves, and identifies the touchpoints where the message needs to resonate.

It’s not just about what to communicate, but also how to do it: selecting the right tone of voice, choosing words that respond emotionally to users’ needs, and building a narrative that is both persuasive and authentic. This work requires a goal-oriented mindset: it’s not enough to create beautiful or interesting content, it must have a measurable impact, whether in terms of conversions, shares, or organic positioning.

What sets an expert copywriter apart from a general writer is their ability to combine creative intuition with a precise strategic method. This balance between pure creativity and strategic precision is what allows copywriters to build content that not only impresses but also delivers measurable results for companies and brands.

It is therefore a mistake to consider copywriting as simply a cost in the marketing budget. In reality, it is one of the highest ROI investments a company can make. Good copy is the engine that powers the entire sales funnel. A well-written ad attracts qualified leads. A persuasive landing page converts visitors into customers. An effective newsletter builds loyalty among existing customers, increasing their lifetime value.

Skills and abilities of the modern copywriter

Becoming a successful copywriter means mastering both the techniques of the written word and the complexity of the context in which you operate. Today, the profession is the result of a balance between continuous training, practical experience, and the development of increasingly complex skills, because projects require a combination of creativity, method, and strategic vision.

On the one hand, copywriters are called upon to manage the entire content creation process: market research and analysis, audience analysis, identification of business objectives, and selection of the most suitable channels. Writing is at the heart of the profession, but it is never limited to stylistic exercise: every text must be designed to achieve concrete results—conversions, awareness, reputation, loyalty.

This requires technical skills — hard skills — such as language proficiency, the application of persuasive writing techniques, knowledge of SEO logic, and the main digital tools. A modern copywriter must be able to move nimbly between CMS, data analysis tools, and collaborative platforms, integrating their skills with a growing familiarity with artificial intelligence, which is now essential in many workflows.

However, it is the soft skills that make the real difference: empathy, listening, critical thinking, the ability to adapt to different targets and understand the underlying motivations of the audience. Only then can messages become authentic, relevant, and emotionally impactful.

Creativity goes hand in hand with the ability to work with narrative archetypes, manage multi-channel strategies, maintain consistency of tone and style across all points of contact with the audience, and adopt language that is inclusive and respectful of different identities.

In short, today’s copywriter must be as much a strategist as a wordsmith, capable of constantly updating and experimenting: only in this way can they produce content that is not merely “likable,” but that truly guides people’s choices and supports brand growth.

Hard skills of a copywriter: key competencies

Mastery of the language is an essential foundation for any copywriter: knowing the rules of grammar, being able to use a rich vocabulary, and varying the register according to the audience and channel allows you to produce effective and professional texts. Alongside these linguistic skills, today’s copywriters are required to have in-depth knowledge of the main persuasive writing techniques — from headline construction to the use of models such as AIDA or PAS — and the ability to adapt the message to specific business objectives.

Writing for the web also requires mastery of the basics of SEO: from keyword research to text structuring, from H-tag management to snippet formatting, every step is geared toward maximizing visibility on search engines. A digital copywriter must therefore understand the logic behind Google Search, know how to select high-opportunity keywords, and create content that combines stylistic naturalness with technical requirements.

Other technical skills include data analysis and the ability to use performance monitoring tools such as Google Analytics or SEO platform dashboards. Knowing how to interpret reports, identify weaknesses in content, and continuously optimize each project allows you to make your work truly measurable and results-oriented.

Soft skills: creative and strategic skills

In addition to hard skills, modern copywriters must have a solid foundation of transferable skills. Empathy is perhaps the most important quality: deeply understanding who you are writing for, analyzing their motivations, desires, and fears, allows you to write texts that truly resonate with your target audience. To achieve this level of harmony, copywriters work hard on building buyer personas and actively listening to their audience.

Creativity and lateral thinking remain differentiating factors: the ability to find original angles, build new concepts, and vary the tone of voice according to the brand and channel makes each project recognizable and distinctive. The conscious use of storytelling transforms content into narratives that excite and engage, guiding the reader along a precise path—from brand discovery to conversion or loyalty.

Strategic thinking completes the picture: copywriters always start with clear objectives, analyze the brief and the market, identify strengths and weaknesses, and develop coherent editorial plans. Every textual choice is functional to the result and maintains consistency between the communication strategy and the brand values.

New digital skills

In today’s world, digitalization and the spread of artificial intelligence have transformed the copywriter’s toolbox. AI is no longer a novelty, but a daily work partner: in addition to knowing collaborative writing tools and CMS, it is essential to learn how to interact with AI software for text generation, idea research, or proofreading in order to stay ahead of the curve.

It starts with a hint of prompt engineering, the ability to dialogue with generative artificial intelligence. Knowing how to write clear, contextualized, and specific prompts is essential for obtaining high-quality output that can serve as a basis for research, ideation, or drafting, saving hours of work. But the most crucial skill is “fine-tuning,” or the ability to take a text generated by AI and transform it. This means fact-checking to verify accuracy, correcting any inconsistencies, but above all, “injecting” soul: empathy, the brand’s unique tone of voice, and the strategic creativity that only a human can possess.

The modern copywriter does not suffer AI, but uses it as an ally: they delegate repetitive tasks, optimize time and workflows, and focus on human added value—creativity, critical thinking, empathy.

Types of content and fields of application

The work of the modern copywriter is distinguished by their ability to adapt their writing to a variety of contexts and objectives, making each piece of content a tailor-made project. In everyday life, this versatility translates into the creation of texts for iconic advertising campaigns, informative articles for blogs and magazines, microcopy that guides users through an app, or product naming.

A text for an Instagram carousel has completely different rules, rhythms, and purposes than a sales landing page, product sheet, or loyalty newsletter. Each piece of content represents a “touchpoint,” a different point of contact in the customer journey, and the copywriter acts as a director who ensures consistency and effectiveness, guiding the user step by step, from their first discovery of the brand to becoming a loyal customer and, ideally, a promoter.

Each type of copywriting stems from an analysis of the needs of the brand and the expectations of the audience: writing is not limited to informing, but accompanies, persuades, builds reputation, and contributes significantly to marketing objectives. The difference between an advertising headline and a text designed to build customer loyalty shows how strategic the ability to shape the tone of voice and structure of messages can be.

Today’s professionals work within a logic of content everywhere and multichannel strategies, and find themselves designing texts that interact with each other at different touchpoints: from awareness campaigns that build identity and value, to texts for immediate conversion, to content that cultivates relationships over time and keeps the relationship with customers alive. In each of these areas, writing is never an isolated act, but part of an ecosystem that must be consistent, recognizable, and results-oriented.

Persuasion psychology and narrative techniques

Truly effective copywriting stems from a deep understanding of persuasive psychology. Understanding what motivational levers move the reader — urgency, social proof, scarcity, concrete benefits — allows you to design texts that drive action in a natural and never forced way. The conscious use of cognitive biases makes CTAs, headlines, and body copy much more effective.

Narrative techniques are the bridge between strategy and creativity: knowing how to build storytelling that is consistent with the brand identity, using narrative archetypes to give depth to messages, and leveraging the power of real stories (case studies, testimonials, micro-stories) increases the engagement and memorability of content.

Attention to the construction of CTAs closes the circle: every call to action must be clear, contextualized, and genuinely interesting to the audience. Working on magnetic headlines and effective CTAs is not just a matter of style, but the most direct way to achieve concrete results, both in terms of conversions and brand awareness.

Brand awareness and storytelling objectives

Creative copywriting is at the heart of many memorable advertising campaigns. This specialization focuses on brand identity (branding and brand identity) and the ability to communicate values and ideas in an appealing way. Professionals working in this field work on elements such as headlines, payoffs, and claims, using storytelling to build an emotional connection with the audience.

A prime example of creative copywriting are the campaigns that have made certain global companies iconic: Nike’s “Just Do It” payoff and Apple’s engaging storytelling in its advertisements did not come about by chance. Behind each of these messages is careful work listening to the brand, researching the target audience, and refining the communication style so that every word resonates in the mind and heart of the recipient.

The creative copywriter is therefore not only a storyteller, but also an interpreter: they translate seemingly abstract concepts — such as corporate values or future visions — into powerful and immediately understandable phrases. Their influence is not limited to a single message, but contributes to defining how a brand is perceived in the long term.

Working on conversion and sales

Direct response copywriting — which we can also call CRO Copywriting — has a specific goal: to push the reader to take a specific action as soon as possible, whether it’s a purchase, signing up for a newsletter, or even just clicking on a link. Here, the art of persuasion is at the heart of everything. Sales letters, landing pages, and email marketing, which are key tools in this type of copywriting, follow a structure that aims to capture attention, keep interest alive, and convince the reader that acting immediately is the best choice.

For example, a landing page designed by an experienced copywriter will build a fluid narrative that starts with a recognizable problem (what the customer wants to solve) and leads to the ideal solution (the product or service offered), culminating in a strong and clear call to action. Success in this context requires well-proven persuasive writing and neuromarketing techniques, such as the AIDA framework (attention, interest, desire, action) and the effective use of psychological triggers such as scarcity (“offer valid until tomorrow”) and social proof (“over 10,000 satisfied customers”).

Direct response copy focuses less on artistic creativity and more on immediate effectiveness, but this does not mean sacrificing style: every text must be clear, incisive, and targeted to the audience.

Retention and loyalty strategies

In the context of loyalty and customer retention, copywriting plays a key role in building lasting relationships with customers. Texts for newsletters, nurturing emails, microcopy within apps and software (UX writing), content for loyalty programs: the goal is to keep the relationship alive and turn occasional customers into brand promoters.

The challenge is to constantly find new ways to engage those who have already chosen the brand, working on added value, personalization, and consistency of tone of voice. At this stage, every word contributes to making the customer feel cared for and strengthening the reputation of the brand over time.

Differences between copywriting, content writing, and UX writing

Copywriting focuses on writing persuasive texts designed to guide the reader to take action: advertisements, landing pages, commercial emails, sales campaigns. Every word and every sentence is designed to capture attention, arouse interest, and motivate conversion.

Content writing, on the other hand, aims to produce informative and valuable content: blog articles, guides, insights, white papers. The main goal is to provide useful knowledge, educate, respond to the needs of the audience, and build authority around the brand.

UX writing involves writing micro-texts designed to accompany the user as they navigate a website or application. Here, the priority is to make the experience smooth, clear, and intuitive: error messages, instructions, calls to action, and contextual suggestions help to avoid interrupting the user’s flow and make every interaction simple and immediate.

The many faces of the modern copywriter

The work of a copywriter is incredibly multifaceted, far from the monolithic image of an “ad writer.” Their greatest skill lies in their versatility, in their ability to adapt their style, text structure, and persuasive approach to the format and specific objective of each piece of content.

1. Copywriting for brand awareness (the discovery phase)

In this initial phase, the goal is not to sell, but to attract attention, make yourself known, and start building a relationship. The tone is often more informative, educational, or entertaining. This category includes:

• Advertisements: texts for display campaigns, social media (Facebook, Instagram, LinkedIn, TikTok), and offline (print, radio).
• Social media copy: captions for posts, texts for stories, scripts for Reels.
• Blog articles and content marketing: guides, tutorials, informative articles that respond to the needs of the audience in the awareness phase.
• Naming and Payoff: creating a name for a product or brand and the phrase that sums up its essence (the payoff or tagline).

2. Copywriting for conversion (the decision phase)

Here, the game gets more direct. The goal is to convince the user, who now knows the brand and is evaluating their options, to take a specific and measurable action. The copy becomes more dense with persuasive levers and focused on benefits. Typical examples are:

• Landing pages and sales pages: landing pages designed with a single conversion goal.
• E-commerce product descriptions: descriptions that go beyond simply listing features to evoke desire and overcome objections.
• Sales email marketing (direct response): email sequences (DEM) designed to lead to a purchase or a request for a quote.
• Google Ads campaign copy: short, punchy text ads that are highly relevant to the user’s search intent.

3. Copywriting for retention (the loyalty phase)

Acquiring a customer is difficult, but losing them is easy. This often overlooked phase of copywriting is essential for keeping the relationship alive and maximizing customer value over time. The goal is to delight, inform, and make the customer feel special.

• Newsletters: valuable content, updates, and exclusive offers for your subscriber base.
• Nurturing and post-sales emails: automated sequences that guide the customer in using the product or keep them interested.
• Microcopy (UX writing): small pieces of text within an app, software, or website (e.g., button text, error messages, instructions) that make the user experience smoother, clearer, and more enjoyable.

How a copywriter works: the operational process

The work of a professional copywriter does not end with simple writing, but follows a structured and rigorous process that starts with research, moves on to conception and drafting, is refined through revision, and is completed with final optimization. Each stage is essential to ensure that the content is not only well-written from a formal point of view, but also truly effective in terms of business and communication objectives.

The quality of the result depends on the ability to immerse oneself in the brief, thoroughly analyze the target audience and the competitive environment, develop original ideas, test different solutions, and work in synergy with other members of the digital team. Copywriters are called upon to combine creativity, method, and constant attention to data in a workflow that is now enriched by new technological tools and increasingly collaborative interactions.

1. Research, immersion, and analysis

It all starts with analyzing the client’s needs and understanding the brief—the phase in which the least amount of writing is done, which constitutes 60% of the work and determines the quality of everything that comes after.

The copywriter gathers information about the product or service, identifies the brand’s specific characteristics, studies the target audience, and analyzes the main competitors.

The research is not limited to the data provided by the client: it includes studying industry trends, gathering insights from the web, analyzing keywords and the most relevant queries for SEO, as well as building detailed buyer personas that represent the needs, desires, and behaviors of the target audience.

This preliminary work allows them to set the strategy, define the tone of voice, and outline the guidelines that will guide every subsequent writing choice.

In summary, it includes:

• Brief analysis: a deep understanding of the client’s objectives, key message, and target audience.
• Product/service study: using it, testing it, taking it apart to understand every single detail, advantage, and potential weakness.
• Audience analysis: the real gold mine. This means reading online reviews, combing through forums and social groups, analyzing surveys, and, if possible, interviewing customers directly to understand their exact words, problems, and emotions.
• Competitor analysis: study how competitors (both direct and indirect) communicate to identify their strengths, weaknesses, and communication gaps that can be filled.
• SEO research: identifying search intent and strategic keywords that will guide the drafting of digital content.

2. Concept development and drafting

Once the data has been collected and the objectives clarified, the copywriter moves on to the concept development phase. We open a blank page and give shape to the creative concept: we brainstorm, explore different narrative angles, and choose the most effective metaphors, images, and key messages for the audience. All of this is fueled by concrete data and insights.

The first draft focuses more on the flow of ideas than on formal perfection. At this stage, the copywriter favors spontaneity and a variety of solutions, knowing that each text can be refined and improved later.

The skill lies in finding an original “angle of attack” that is functional to the objectives, avoiding clichés and generic solutions, and tailoring each message to the brand and the publication channel.

To summarize:

• Brainstorming and defining the angle: various creative ideas and concepts are generated. The angle is chosen, i.e., the unique and interesting perspective from which to approach the topic.
• Structure and outline: the skeleton of the text is defined (for example, using the H2/H3 structure we are using in this article) to ensure a logical and coherent flow.
• Writing the first draft: the first draft of the text is written. At this stage, it is advisable to focus on letting the ideas flow and following the structure, without worrying too much about formal perfection. The goal is to “get everything down on paper.”

3. Revision, editing, and testing

Once the first draft is complete, the copywriter tackles one of the most delicate stages: revision, where a good text becomes an excellent text. This requires critical detachment and a keen eye for detail, and involves refining the clarity, flow, and accuracy of the text. This is followed by proofreading—the hunt for errors, typos, and inconsistencies—and working to eliminate the superfluous, making every word indispensable.

In the digital sphere, revision also includes SEO optimization: we check for the presence of relevant keywords, the consistency of the H-tag structure, and readability for algorithms and users. Where possible, we carry out A/B testing on headlines and calls to action to empirically validate which versions work best.

Today, the revision process goes beyond formal correction and traditional SEO optimization: copywriters must consider the ability of their texts to be understood, selected, and valued by AI Overview and new conversational search engines, adapting the text to maximize visibility and relevance in new conversational SERPs. In particular,

After proofreading and checking on-page elements, the optimization phase extends to analyzing how the page is summarized or cited by AI responses. SEOZoom tools provide extensive support for this activity. For example, with Content Gap AI Overview, you can quickly discover which keywords trigger AI responses for competitors but not for your site, thus identifying areas for improvement.

In practice, the revision work is divided into several sub-phases, depending on the needs of the project:

• Editing: this is the structural revision. The clarity of the message, the logic of the flow, the strength of the arguments, and the overall persuasiveness are checked. Superfluous elements are cut, weak sentences are rewritten, and titles are strengthened.
• Proofreading: this is the relentless hunt for any typing, grammatical, or syntax errors. A text full of typos immediately loses its authority.
• SEO optimization: the integration of SEO elements (keywords, internal links, meta-data) is finalized in a natural and unforced manner.
• Testing and validation: where possible (particularly on landing pages or emails), A/B testing is carried out to test the effectiveness of different titles, CTAs, or paragraphs, letting the data decide which version is the winner.

A more recent variant focuses more precisely on the goal of maximizing visibility in new conversational SERPs and AI Overviews, ensuring that content is not only found but also valued by AI as preferred answers. The work here is divided into:

• Regularly monitor page coverage in AI Overview with SEOZoom and check which portions of text are “taken over” by algorithms.
• Rewrite headlines, key paragraphs, and FAQs with an “answer first” logic, favoring clarity, completeness, and direct answers to user questions.
• Use Question Explorer to enrich texts with questions actually searched for by users, increasing the chances of appearing in AI responses.
• Compare the summaries generated by AI with the original message on the page: if the summary does not accurately represent the intent, the structure and language of the content must be optimized.

Beyond writing: teamwork

Today’s copywriters rarely work in isolation, because their work is part of a highly collaborative environment, where interaction with designers, marketers, developers, and project managers is continuous and necessary.

In complex digital projects, copywriters interpret the communication strategy and translate objectives into coherent messages, working closely with those responsible for visuals, user experience, technical optimization, and content distribution.

The synergy between words and images, the sharing of insights on data, and the dialogue between different members of the team are elements that allow consistency and recognizability to be maintained at every touchpoint, ensuring that each element contributes to the final result.

In 2025, the collaboration between copywriters and teams will be enriched by a new dimension: the management of hybrid workflows between humans and AI. It will no longer be just a matter of discussing visuals, UX, or strategy, but of coordinating reviews and tests on prompts, AI-generated microcopy, and content created in collaboration with platforms such as ChatGPT, Gemini, or SEOZoom AI Writer.

Today, teams share operational boards (Notion, Figma, dedicated workspaces) where they comment on prompts, test multiple versions of headlines, and gather feedback on “AI readability.” The copywriter often leads the final validation phase, ensuring that the message remains human and that the text is truly suitable for use by algorithms.

Teamwork is therefore becoming increasingly fluid: traditional brainstorming sessions alternate with AI Overview data analysis, review iterations between people and machines, and discussions on how to maximize content quality from both an SEO and “AI first” perspective.

Tools and resources for copywriters (2025)

Forget blank sheets of paper, typewriters, and rolled-up sleeves! And maybe even forget keyboards and Word documents!

The work of copywriters has been radically transformed by the integration of increasingly sophisticated and customizable digital tools, and today more than ever, productivity and content quality depend not only on individual skills, but also on the ability to take full advantage of available technological resources: writing itself has become an activity that takes place between shared documents in the cloud, collaborative revisions, digital mind maps, grammar checking tools, and specialized project management platforms.

The real game changer is the use of diverse tools—from ChatGPT to SEOZoom, as well as advanced analytics tools—that allow copywriters to write, improve, and constantly monitor the results of their texts, discover new publishing opportunities, and refine the effectiveness of their content in real time for readers, Google, and the new AI-driven SERPs.

The explosion of generative artificial intelligence has added an extra dimension to the profession: text generators, editing assistants, prompt engineering platforms, and automated semantic analysis systems help increase production volume, speed up revision, reduce errors, and produce alternative versions of texts in seconds—without ever sacrificing human control over strategy, empathy, and tone consistency.

The integration of SEO tools, AI prompts, and distributed workflows has become the norm, as has the systematic monitoring of AI Overview and the iterative revision of FAQs and key microcopy.

And then, from a personal point of view, real growth comes from continuous training and an active presence in industry communities: following blogs, podcasts, events, and professional groups not only allows you to learn new techniques and discover emerging tools, but also to discuss best practices, anticipate trends, and constantly improve your toolbox.

Writing and editing tools

The set of writing and editing tools in 2025 consists of both classic software (Google Docs, Ulysses, iA Writer) and AI-powered editors that offer suggestions on tone of voice, inclusivity, and clarity (Grammarly Tone Detector, Google Docs’ Smart Compose, Microsoft Copilot).

Editing is no longer just about grammar: these tools help maintain consistency with brand guidelines, reduce the risk of tone or inclusivity errors, and facilitate collaborative work even between distributed teams.

For complex project management, idea gathering, and editorial planning, tools such as Notion, Trello, and digital mind maps (XMind, MindMeister) are now standard. Working on shared workspaces allows you to keep track of prompts, revisions, AI suggestions, and team feedback in real time, ensuring efficiency and speed even on multidisciplinary projects.

SEO tools and analytics platforms

Today, copywriters use AI-integrated SEO tools for all stages, from keyword research to AI Overview optimization.

SEOZoom has become a standard thanks to useful tools for classic SEO and those essential for standing out in the new Search Everywhere Optimization: the Editorial Assistant allows you to write texts tailored to the needs of readers and Google, AI Engine optimizes for AI engines, Question Explorer enriches content by focusing on the real needs of users, while social tools take analysis beyond Google (and beyond the website).

The routine includes regular checks of your page coverage in AI Overview, analysis of the portions of text actually “quoted” by AI responses, and targeted revisions of FAQs, snippets, and key microcopy. This approach allows you to act quickly to remain visible in both classic SERPs and new AI-driven interfaces, anticipating market changes and opportunities.

AI platforms and prompt engineering

Artificial intelligence platforms are now an integral part of the workflow. ChatGPT, Gemini, Claude, Jasper, and SEOZoom’s AI Writer are used for brainstorming, draft generation, text translation, paraphrasing, and creating variants.

In 2025, prompt engineering is a real differentiating skill: copywriters build custom prompt packs, work on shared databases to test and validate AI output, and collaborate with IT and UX to improve results, including from a multilingual perspective.

The final quality depends on the ability to write effective prompts, critically review AI outputs, and ensure that every text remains human, consistent, and aligned with the brand’s strategy and tone of voice. In agencies and advanced teams, prompts, versions, and outputs are tagged and evaluated, with workflows that involve continuous iterations between human and AI teams.

Continuous training and professional communities (blogs, events, updates, networking)

Continuous training today also takes place through micro-learning platforms (LinkedIn Learning, Domestika, Udemy) that regularly update courses on AI copywriting, SEO for AI, prompt engineering, and advanced optimization techniques for new SERPs.

Professional networking has shifted to vertical communities on Telegram, Discord, closed channels, and groups where templates, prompts, and case studies are shared, and flash webinars or live Q&As on tools, techniques, and trends are organized.

Copywriters who stay on top of their game follow events and live streams—including our Academy’s webinars!—participate in mini online events, and experiment with new solutions in teams, sharing insights with other specialists. Active participation in these communities is now a real competitive advantage in terms of staying up to date, collaboration opportunities, and professional visibility.

How to become a copywriter: training, specializations, and career paths

But what is the path to becoming a copywriter? In reality, there is no single path, no predefined, linear course of study as there is for other professions. The world of copywriting is historically open and meritocratic, welcoming people from very different cultural backgrounds: from literature to psychology, marketing to economics, philosophy to journalism. What all successful professionals have in common is not so much their educational qualifications as a combination of three fundamental elements: continuous and curious study, lots of practical experience in the field, and the ability to build up demonstrable experience through a solid portfolio.

Real growth comes from practice: building a credible portfolio, working on real cases—even pro bono or simulated ones—and acquiring references and feedback becomes essential to stand out and find your first clients or valuable collaborations.

Over time, copywriters can choose whether to remain generalists or specialize in vertical areas: fast-growing sectors (such as AI writing, healthcare, fintech, sustainability, tech), working methods (freelance, agency, in-house), or even managerial roles in digital communication.

Training courses and certifications

Although there is no “degree in copywriting,” some university courses provide an extremely solid cultural and theoretical foundation. Degrees in Communication Sciences, Literature, Philosophy, or Marketing are excellent starting points because they develop critical thinking, analytical skills, and language proficiency.

However, today’s job market requires increasingly practical and vertical skills. For this reason, academic studies should almost always be supplemented with professional and specialized courses. There are excellent courses, both online and in person, dedicated to direct response copywriting, storytelling, UX writing, or, as in our case, SEO copywriting. These training experiences are valuable because they provide methodologies and tools that can be immediately applied in the workplace.

Platforms such as LinkedIn Learning, Udemy, Domestika offer up-to-date courses that combine theory and real-world examples.

Obtaining certifications (e.g., from Google Digital Garage, Copy School, AI-driven writing courses) is not just a “sticker,” but a way to build credibility and constantly update your skills, especially if you want to work for structured agencies or corporate clients.

Gaining experience in the field: portfolio and first steps

Theory is essential, but copywriting is a craft that is learned mainly by doing it. A copywriter’s real calling card, the thing that will open doors to agencies and companies, is not their resume, but their portfolio: a curated collection of their best work.

But how do you build one from scratch?

• Personal projects: start a blog on a topic you are passionate about, write texts for your own project.
• Pro bono work: offer your skills to small non-profit organizations or local businesses. This is a great way to gain experience and get real work to show.
• Speculative redesigns: rewrite the text of a landing page or advertisement that you consider ineffective, explaining the reasons for your choices. Once you have a few pieces to show, you can start looking for your first opportunities on freelance platforms, through networking on LinkedIn, or by contacting small agencies directly.

Freelance platforms—such as Upwork, Fiverr, Malt, and Freelancer—are still an important showcase for first jobs, but they are now flanked by vertical communities (LinkedIn, Discord, Telegram) where you can share work, receive feedback, and create opportunities outside the standard circuits.

Vertical specializations and career prospects

As the market evolves, specializations are increasingly in demand and lucrative. Some copywriters choose to work as freelancers, building a network of direct clients and choosing the most stimulating projects; others prefer the stability and team dynamics of an agency, where they can grow on structured projects and work closely with art directors, strategists, and developers.

In general, the three main ways of working are:

• Freelance: offers maximum flexibility and the opportunity to work on different projects and in different sectors, but requires strong entrepreneurial and self-organization skills.
• In an agency: allows you to work on major brands, collaborate in multidisciplinary teams (with art directors, strategists, etc.) and grow quickly.
• In-house: working within a single company. Allows you to specialize deeply in a single product and sector, becoming the guardian of the brand’s tone of voice.

With experience, it is also possible (and advisable) to specialize in a vertical sector (e.g., copywriter for the tech, B2B, fashion, healthcare, finance sectors) or in a specific type of writing (such as UX writer, video scriptwriter, email marketing specialist), thus increasing your seniority and market value.

Emerging sectors in 2025 include writing for artificial intelligence (prompt creation and validation, AI output review, multilingual template development), copywriting in the healthcare/medtech sector, communication for fintech and sustainability, and content production for video and podcast platforms.

The real career prospect today is to build a solid position for yourself: develop a recognized specialization, keep up to date, document your achievements, and maintain a professional online presence so that you can be found when opportunities arise.

The challenges and trends in copywriting today

In 2025, copywriting will operate in a hyper-competitive environment, where the growth of automated content production has drastically raised the bar in terms of quality. Information saturation makes the battle for attention even fiercer: only texts that are able to respond specifically to users’ needs and stand out in AI responses can aspire to real visibility.

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Being aware of these forces is not just an intellectual exercise for those of us working in this sector, but a strategic necessity. Inertia is not an option, and the real challenge is knowing how to build content that Google, SearchGPT, and AI conversational engines consider worthy of being summarized, cited, and offered as a preferred solution. The effectiveness of copy today is measured by its ability to intercept questions, generate trust, anticipate emerging queries, and optimize every single paragraph to be chosen by algorithms.

In the background, the difference between those who get results and those who remain invisible lies in the ability to maintain originality, recognizability, and relevance — without being crushed by technology-induced homogenization or the frantic pursuit of quantity.

The transformation of the profession is already underway: new workflows, human-machine collaboration, constant monitoring of performance, and the search for languages and formats that adapt to every channel and every audience. In this scenario, the copywriter is no longer just an author, but also a strategist, AI output reviewer, market observer, and mediator between brands, platforms, and new ranking algorithms.

Writing for AI Overview and the new search engines

With the introduction of AI Overview and conversational engines, online writing has changed its logic: we no longer work just to climb the classic SERP, but to be selected and “summarized” by AI systems that favor clarity, comprehensiveness, and direct answers.

We can finally say goodbye to the old logic of “keyword density” and (almost) everything that distinguished the obsolete concept of SEO copywriting. Today, thanks to the sophistication of search engines, writing for SEO means writing to satisfy the user’s search intent in its entirety and complexity. It is no longer enough to insert a keyword into a text, optimize or over-optimize every “part”; you need to create holistic, semantically rich content that answers all the possible related questions a user might have on a given topic. This means structuring texts flawlessly so that not only humans, but also and above all Google and AI engines, can fully understand their meaning and value.

Today’s copywriters must know how to produce content designed to be “quoted” by AI: well-structured FAQ sections, explicit headlines, paragraphs that anticipate the answer (“answer first”), continuous enrichment of texts with real questions, and constant updating based on competitor analysis so as not to lose ground.

The operational routine includes:

• Systematic monitoring of keywords that trigger AI responses and the portions of text actually picked up by the algorithms.
• Periodic rewriting of key sections (FAQs, snippets, body copy) to respond even more directly to emerging queries.
• Integration of data, sources, examples, and natural language that increase the credibility of the site and its “preferability” for AI.

The goal is not just to “be there,” but to become the go-to source for automated responses in a market where visibility and trust depend on the ability to anticipate how artificial intelligence works.

Originality as a winning weapon

In a landscape crowded with similar content, originality is once again the most valuable resource. The biggest challenge is to emerge from the background noise, and it is not enough to repeat formulas or chase keywords: the difference lies in the ability to find a unique angle, build a recognizable tone of voice, and interpret the brand as a “living” entity, not as a generator of generic texts.

Personalization—of language, storytelling, and emotions—allows you to stand out, build relationships, and produce memorable content that doesn’t get lost among the thousands of texts produced every day by AI and humans.

For copywriters, the key is to work on the boundary between consistency (brand identity, values) and surprise (narrative angles, unexpected formulas, unusual combinations), avoiding “banana words,” clichés, and soulless claims.

Investing in originality is not just a stylistic choice, but a real positioning strategy: today, those who manage to be unique have a real competitive advantage, both in terms of emerging in new SERPs and building a solid community around their brand.

AI: ally, challenge, or risk?

Artificial intelligence has redefined the copywriter’s job: from a potential threat, it has become (for those who know how to use it) a powerful ally, capable of accelerating brainstorming, generating drafts, suggesting variations, and optimizing repetitive processes.

The real added value, however, remains human: empathy, the ability to interpret cultural nuances, anticipate audience needs, and build coherent narratives and strategic visions cannot be replicated by any generative model.

The effective copywriter in 2025 is someone who knows how to ‘train’ AI (prompt engineering), critically validate every output and integrate technology into workflows, while always maintaining creative control and the authenticity of the message. AI can generate a draft text in seconds, but it cannot come up with a brilliant creative idea based on human insight. It can summarize data and research, but it cannot empathize with a client’s problems. It can write thousands of words, but it cannot define a brand strategy or infuse a text with a unique soul and tone of voice.

Managing the coexistence of humans and machines requires new skills, a critical mind, and the ability to constantly update your knowledge: AI is the ideal co-pilot for those who want to multiply productivity and insight, but it cannot replace the intuition, vision, and human sensitivity that make the difference in communication projects.

Common mistakes and practical advice

The mistakes that penalize copywriters today are not just about writing, but also about strategy, relationships, positioning, and constant updating.

In the context of 2025, those who treat copywriting as a mere writing activity without a strategic method and without truly understanding the needs of the brand and the audience are making a mistake. The main pitfalls are: producing generic or self-referential content, ignoring performance metrics and customer expectations, underestimating the importance of defining objectives and professional agreements, and neglecting to review your work — especially when workflows become hybrid between human and AI.

In a scenario where automation allows you to write (badly) faster, the real mistake is losing specificity, originality, and value. A lack of clarity in processes, roles, and customer relations leads to endless revisions, misunderstandings, wasted time, and a tarnished reputation.

Recognizing and correcting these critical issues means building a more solid career, increasing perceived quality, and achieving lasting results even in a rapidly changing market.

The most common mistakes made by copywriters

One of the most common mistakes is the belief that copywriting is just a matter of writing correctly. In reality, limiting yourself to linguistic talent often leads to grammatically flawless texts that lack empathy, strategy, and action orientation.

Many novice copywriters underestimate the importance of clarity, focusing on sophisticated formulas or technicalities that alienate the reader instead of engaging them. The pursuit of originality, if taken to extremes, can lead to headlines that are difficult to understand, self-referential claims, or communication that is far removed from the real needs of the target audience.

Another recurring mistake concerns project management: accepting underpaid jobs, not defining objectives and conditions precisely, neglecting the brief, or not formalizing agreements risks leading to endless revisions and a loss of professional value.

Finally, the tendency not to specialize—trying to be “everything to everyone”—makes it difficult to differentiate yourself and build a solid reputation in a market that increasingly rewards vertical skills and recognizable expertise.

How to avoid them in practice

To reduce errors and improve the effectiveness of your content, it is essential to develop a rigorous working method:

• Always analyze the brief and clarify expectations, targets, and objectives before writing.
• Work on successive versions, alternating creativity and control: the first draft is for exploring ideas, while revision is for refining, optimizing, simplifying, and validating every choice.
• Maintain a transparent relationship with the client, formalizing every aspect of the collaboration and gathering structured feedback to improve the quality of your work.
• Define your specialization and showcase your results: demonstrating how your contribution has brought concrete results to clients is the best way to position yourself and increase your perceived value.

In daily practice, using checklists, shared collaboration tools, and consulting with more experienced colleagues helps prevent mistakes and gradually refine your method.

How to stay up to date and avoid becoming “trivial”

The risk of “trivialization” — i.e., producing generic, repetitive content with no distinctive value — is real in an era of mass production and increasing automation.

Staying up to date means:

• Follow industry blogs, attend events and webinars, and participate in online communities where trends, case studies, and new writing techniques are discussed.
• Experiment with new tools: integrate AI into your routine not only to speed things up, but also to improve quality and find new ideas.
• Regularly compare yourself with other professionals, ask for and offer feedback, participate in mastermind groups or collective review.
• Analyze your performance with objective data (engagement metrics, conversions, positioning), constantly adapting your style and strategies to real results.

Investing in your own development and experimentation is the best insurance against professional obsolescence and loss of relevance in a market that changes every day.

FAQs about copywriting and the role of the copywriter

“Ultimately, words are all we have, so they better be right.” This quote from Raymond Carver perfectly encapsulates the essence of copywriting, a profession in which words are never chosen at random, but calibrated like precision instruments. Being a copywriter means working with language in the same way that a craftsman works with raw materials: every word, every comma, every construction serves to create a message that communicates, persuades, or excites.

It is therefore inevitable that such a complex subject, especially in today’s digital and multichannel context, raises many practical questions: about the skills required, the differences between different writing roles, career opportunities, the relationship with AI, and strategies for standing out in a crowded market.

In this section, we provide detailed and up-to-date answers to the most frequently asked questions about the career path, daily practice, and future prospects of copywriters.

1. Who is a copywriter?

A copywriter is a persuasive writing professional tasked with creating content that informs, excites, and prompts the reader to take action. Their work goes beyond simply “writing well”: it combines creativity, strategy, and audience knowledge to craft copy that meets specific objectives, such as strengthening a brand or generating conversions.

2. What are the main responsibilities of a copywriter?

The copywriter is responsible for creating content that serves the project’s objectives, whether that is to sell, educate, or entertain. This includes: writing headlines, payoffs, and calls to action; blog articles and sales pages; scripts for videos and social media; email marketing; and much more. In addition, they must collaborate with marketing teams, designers, and developers to ensure that all content is consistent with the brand and context.

3. What is digital copywriting?

It is writing geared toward digital channels (websites, social media, email, apps), with a focus on SEO, user experience, and search engine dynamics. In the digital world, the copywriter’s job expands further: they must know the basics of SEO to create search engine-optimized content, know how to adapt their tone of voice to different channels (e.g., social media and landing pages), and use analytics tools to measure the effectiveness of their writing. Digital copywriters must also deal with the introduction of artificial intelligence, using it as an ally to improve productivity and results.

4. What is a copywriter for?

A copywriter is essential for creating content that effectively communicates a message, captures the audience’s attention, and prompts them to take a specific action. Whether selling a product, strengthening a brand identity, or explaining a service, copywriters use strategically crafted words to excite and persuade.

5. What are the main types of copywriting and therefore the jobs for a copywriter?

The types of copywriting reflect the variety of contexts and objectives in which copywriters operate:

• Creative copywriting: focused on brand identity, it uses storytelling and slogans for memorable advertising campaigns.
• SEO copywriting: combines creativity and technical optimization to improve organic search engine rankings.
• Direct response copywriting: aims for quick conversions through sales letters, landing pages, and email marketing.
• UX writing: deals with clear and functional microtext to improve the user experience.
• Social media copywriting: produces short, visual, and emotional content, adapting to specific platforms and algorithms.

6. What are the differences between a copywriter and a content writer?

A copywriter writes persuasive content designed to sell or convince (advertisements, landing pages, commercial emails), while a content writer focuses on informative and valuable texts, such as blog articles, guides, or white papers. Both are essential, but with different objectives.

7. What does an SEO copywriter do? Is it different from a content writer?

An SEO copywriter creates content optimized for search engines with the goal of increasing visibility and organic traffic. Unlike a content writer, they combine creativity and technical strategies to achieve measurable results, such as better SERP rankings.

8. What skills do you need to work as a copywriter today?

Language proficiency, persuasive writing techniques, audience knowledge, SEO, data and analysis, creativity, ability to work with digital tools and AI.

9. Do you need a degree to become a copywriter?

No, but a background in humanities or communications helps. Practical courses and vertical certifications (copywriting, SEO, UX writing, AI) are now preferred by the market.

10. How do you build an effective portfolio?

By showing original texts, case studies, results achieved, and your work process (from brief to revision). Simulated work, pro bono work, or improvements to existing texts are also useful.

11. How much does a copywriter earn?

It depends on experience, sector, and working methods. A junior copywriter can start at €1,200-1,800/month; a senior copywriter can earn over €3,000. Freelancers work on a project basis or at an hourly rate (from €30 to over €100/hour), with variations depending on their specialization.

12. What is the best sector for a copywriter to specialize in?

There is no “best” sector, but there are areas with greater demand for copywriting, such as digital marketing, e-commerce, tech, and finance. The choice depends on the copywriter’s interests and the niche in which they want to position themselves as an expert.

13. Which sectors will have the highest demand for copywriters in 2025?

E-commerce, tech, healthcare, fintech, sustainability, digital marketing, online training, artificial intelligence, and UX writing.

14. Do you need to know SEO to be a copywriter?

Yes, especially online: knowing how SEO works allows you to write texts that are found, read, and favored by search engines and AI Overview.

15. Is it possible to do copywriting without knowing SEO?

Yes, but for digital copywriting, knowledge of SEO is an essential competitive advantage. Online content must be optimized to rank in search results and attract traffic. A copywriter who masters SEO is more in demand in the market.

16. Can artificial intelligence replace copywriters?

No: AI speeds up production and suggests ideas, but it cannot replace empathy, strategy, brand vision, and human storytelling skills.

17. How do you find the right tone of voice for a brand?

Choosing the right tone of voice requires a deep understanding of the brand and its audience. A young company can adopt a conversational and friendly tone, while a financial institution will require a more formal style.

Today, consistency and inclusivity are essential elements for building trust and speaking to different audiences.

18. How can you strike a balance between creativity and strategy in copywriting?

Balance is achieved by first defining the strategic objectives of the content and then using creativity to make it effective and memorable. A clear brief helps to maintain focus without sacrificing originality.

19. Writing for Google or for people: which is the priority?

The priority must be the reader. Content written solely to satisfy algorithms risks being unengaging. However, copywriters must balance these two elements, creating texts that are useful for people and optimized for search engines.

20. Does a copywriter need to know how to write from a UX perspective?

Yes, user experience-oriented writing is an increasingly sought-after skill.

Short, functional texts, such as CTAs or error messages, should improve navigation and guide the user without frustration.

21. What is the difference between copywriting and UX writing?

Copywriting focuses on persuasion and storytelling to encourage purchasing decisions or engagement. UX writing, on the other hand, guides the user through a digital interface in a clear and intuitive way, optimizing the experience.

22. How can you use copywriting for a personal brand?

Copywriting is a key resource for building your personal brand. Writing consistently with your tone of voice, optimizing your social media profiles, and creating content targeted to your professional values helps position you as a credible expert.

23. What role does copywriting play in the sales funnel?

Copywriting is central to every stage of the sales funnel: it captures attention in the awareness stage, guides the user through consideration, and persuades them to convert with targeted text and effective CTAs.

24. How to write effective emails?

To write effective emails, it is important to start with an eye-catching subject line, a clear and concise body, relevant content, and a clearly visible call to action. The use of action verbs and urgency increases the conversion rate.

25. How can you avoid clichés in advertising copy?

Many novice copywriters tend to use repetitive or generic phrases. To avoid this, it is important to focus on specificity, visual language, and authenticity. Every message should reflect a real value for the target audience.

26. What are the most common mistakes in copywriting?

Practical mistakes include writing texts that are too generic or difficult to read, using clichés, over-optimizing for SEO, using language that is too complex or generic, and generating AI-written texts without reviewing them. Not considering the audience’s needs also compromises the effectiveness of content. More generally, neglecting strategy or accepting underpaid jobs without clear agreements are other frequent pitfalls.

27. How should you handle client feedback on copywriting?

Receiving feedback is an integral part of the job. It is important to listen carefully to the client’s requests, accept constructive criticism, and work to find a balance between the client’s needs and copywriting best practices.

28. How do you find your first clients as a copywriter?

By creating a portfolio, leveraging freelance platforms, working on pro bono projects, participating in communities, and actively networking (LinkedIn, events, vertical groups).

29. What tools are essential for copywriters today?

SEOZoom, Google Workspace, ChatGPT/Gemini for AI, project management platforms, digital mind maps.

30. How can you stay up to date on copywriting trends?

By following authoritative blogs, events, webinars, online courses (LinkedIn Learning, Udemy, Domestika), and participating in communities (Discord, Telegram, LinkedIn).

31. What is prompt engineering and why does it matter?

It is the art of writing effective commands for AI, which is essential for achieving relevant and consistent output in digital workflows and multilingual projects.

32. How do you write for AI overviews and conversational search engines?

By favoring direct answers (“answer first”), clear FAQs, real questions (Question Explorer), data, and paragraphs that are easily quotable by algorithms.

33. How can copywriting be used for personal branding?

By writing content that is consistent with your professional identity, highlighting your achievements, curating your online presence, and sharing real-life examples that showcase your uniqueness and expertise.

34. What is the future of copywriting?

Increasingly integrated with AI and performance metrics, geared toward omnichannel and micro-targeting, and focused on authenticity, adaptability, and originality over any generative standard.