First, of course, let’s get some definitions down: Copywriting is advertising and marketing writing; words that are designed to sell or persuade. Websites, emails, banner ads, brochures, magazine ads, billboards, etc. Content is writing that’s designed to educate, entertain, or inspire. Think: blog posts and articles.
They’re both forms of writing, but copywriting requires more training, more skills, and more mastery and, thus, it pays much better. I’m not saying that content writing is easy, only that it’s easier. They’re both climbing mountains, but one mountain is steeper.
You’ll find that, in general, content works pays a lot less for this reason. There is a lower level of skill required (please see previous paragraph; I’m NOT saying there is NO skill required), many people who hire content writers don’t even know how to screen for that level of skill, and, so, the market is flooded.
Copywriting, on the other hand, pays well because it requires a higher level of skill and often directly translates to helping a client increase revenue. Of course, there will ALWAYS be some clients that try to get great copywriters for cheap, just as there are always people trying to get anything for cheap. But in the professional world, clients are generally willing to pay well for good copywriting.
So, all of this is why I teach copywriting: it’s more challenging, more interesting, more versatile and it pays better. If you want to make six figures as a copywriter? It’s absolutely possible. If you want to make six figures as a content writer? Sadly, good luck.
But here’s the thing: Just because we’re copywriters doesn’t mean we don’t write content sometimes. In fact, I have a couple of clients who ask me to write a few blog posts periodically in addition to their copywriting projects.
So what does a copywriter charge for content work? Do we charge the 10¢ a word (or less!) that many content writers have to settle for? In three words:
Oh HELLS no.
When I (and my students and other professional copywriters) write content for our clients, we charge our copywriting rates. Why? Because our clients are still getting the extra level of strategy and insight that our copywriting training has given us, now infused into their content and content strategy.
Becoming a copywriter doesn’t mean that you’ll never write blog posts again if that’s what you like to do. It means that you’ll write them better and you’ll command higher rates for your services—which is a win for both you and your client.
Your turn! What appeals to you about copywriting versus content writing? Or vice versa? Let me know in the comments below.
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Kim says
July 29, 2019 at 2:36 pmI feel like copywriting and content writing are the same. You can write any piece of content to persuade while educating, entertaining, and inspiring your reader. And both kinds of writing require a high level of proficiency to be effective.
I like both kinds of writing and I charge the same rates for both. My biggest hurdle is explaining to clients why they should pay for good content.
Nicki Krawczyk says
July 30, 2019 at 10:39 amHi Kim,
I’ll respectfully disagree. 🙂 Content and copywriting have different purposes – copywriting is designed to get people to take action or, sometimes, to change how people think about a company (which, yes does veer toward a grey area). That direct correlation between copywriting and action—whether that be clicking on an ad, opening an email, signing up for a newsletter, making a purchase, or any number of other things—is a large part of what makes it so valuable to clients. Content absolutely *is* valuable, but its goals of educating, entertaining, or inspiring are “softer” goals. They definitely can lead people to begin to think differently about a company as a secondary benefit, but their *primary* purpose (for the reader – not getting into SEO here) is to educate, entertain, or inspire.
Thanks for commenting!
Nicki
Avion Anderson says
July 29, 2019 at 8:16 pmExcellent article. As a freelance blogger/copywriter (natural beauty niche), I more charge clients on project bases, as I work full-time otherwise (Motor Vehicle Insurance Underwriter because charing by the word or the hour tend to confuse me a bit.
Been based in the Caribbean, I have received emails from Caribbean nationals interested in learning copywriting, but I am relatively new, (1 year – August 2018) and a bit scared to venture in that area of teaching copywriting, when I am still young to copywriting and would not know how much to charge.
Again, your article was a great read and it made me understand a little better. Thanks.
Nicki Krawczyk says
July 30, 2019 at 10:35 amHi Avion,
This article might help a bit with understanding charging by the project or by the hour (though *never* by the word!): https://filthyrichwriter.com/copywriting-qa-by-the-minute-the-hour-the-word-how-you-should-charge/
Thanks for commenting!
Nicki
Doug says
July 30, 2019 at 1:03 pmThis was very helpful; thanks! I’m currently enrolled in the academy, and this post is adjacent to one of my favorite things about it so far. I’m new and can already tell my personal blog writing (my first writing-love) will be exponentially better with greater results.
Nicki Krawczyk says
July 30, 2019 at 7:05 pmHey Doug,
I’m glad it was helpful – and I’m glad you’re enjoying the Academy! And I agree – I think you’re going to be really pleased with how copywriting will affect your writing across the board. 🙂
Thanks for commenting!
Nicki