Why a Content Writer May not Become a Copywriter
In the previous article, we discussed how much a copywriter can earn. We talked about how a content writer can start copywriting as a side hustle or even as a new career. Now, we want to explore why a freelance content writer cannot turn into a copywriter by wishing so.
We want to make it clear. We aren’t saying that a freelance writer who crafts content for the World Wide Web cannot become a copywriter. Still, we believe that it is useful to highlight why a freelance content writer cannot be a great copywriter just by virtue of writing.
This helps understand the differences between content writing and copywriting, as well as becoming more aware of what you need to master to have success in copywriting.
The Main Differences Between Content Writing and Copywriting
Many do not understand that the two writing styles are different. They believe that all online writing is writing and nothing else. They believe that a freelance writer can deliver content for a website on animal rights and, at the same time, write about football. In their view, if a freelance writer can research, document, and write articles on cats, that means that the same individual can write the website of a pet store, from the beginning to the end.
While writing articles about cats requires expertise and documentation on small felines, crafting the website’s content and copy for a pet store requires other skills. It requires something extra that only a copywriter can deliver.
This is where the main differences between content writing and copywriting lie. While content writing is educational in nature, the goal of the content being to inform the reader, copywriting requires the reader to take a specific action—subscribe to a newsletter, purchase something, etc.
Also, let’s not forget one important aspect that makes the two different. While copywriting is one-dimensional, targeting the reader to act, content writing is multi-dimensional.
A content writer has more freedom in his craft because he isn’t constrained to increase the number of sales. On the other hand, copywriting has one purpose only: to get the reader to take a specific action; often, order a product or a service. This is the essential difference between the two styles. Now, what’s left is to clarify why a content writer can’t just decide to become a copywriter.
They Dislike the Idea of Selling
Most pieces of copywriting have a single goal: to sell something to the prospect. It doesn’t matter how the copywriter writes the piece if it reaches selling goals. In this regard, a copywriter is a seller. For some content writers, the idea of selling through writing is below their standards.
Content creators write to inform and educate, while copywriters write to persuade. Some content writers despise the idea of using persuasion techniques and emotional triggers to get the reader to buy. What’s worse, they despise the idea of asking the readers to purchase something.
If a content writer isn’t a seller at heart, that content writer cannot deliver persuasive copy.
They Don’t Handle Performance Pressure Well
Most content writers do not ponder financial goals when writing. Usually, they write for an online magazine, blog, or newspaper while someone else takes care of the financial aspect.
This isn’t the case with copywriting. Here, the ones who survive are the ones who can generate revenue. That’s why, for many content creators, copywriting responsibilities imply too much pressure.
The idea of selling is central again. A copywriter lives with the high pressure of always making sales with his copy. This is not the case with content writing, a craft that focuses on researching and writing articles for readers to appreciate.
If a content writer cannot handle the pressure of conversion, maybe copywriting isn’t right for him.
They Dislike Consumer Psychology
Every seller must understand consumer psychology, and copywriters don’t make an exception. As a copywriter, you always need to have sales in mind. You always need to think about how you can convince your target audience to buy your product and how to persuade them.
For many content writers, the idea of consumer psychology doesn’t sound appealing. Learning about it entails learning about
> the fears that your target audience have
> possible objections that they might have about your product
> their desires and motivations for wanting what you offer.
This requires too much effort from the content writer’s side, who only wants to tell a story and explain things. If he cannot go beyond this, understanding human consumer psychology, then he should stay away from copywriting.
Their Writing Style Is Too Formal
Copywriting is probably the only type of writing where you can make grammatical and diction errors. Still, it can be the most difficult style to write in, given the performance pressure that comes with it.
In copywriting, you can break a lot of rules, and that may be just too terrifying for the freelance content writer.
If you like long explanations offered in a neutral tone, copywriting isn’t an option. Here, punchy and direct writing are valued. Also, the slow pace that comes with long explanations doesn’t help in copywriting, where you need to write short.
To write copy, you need to adapt a style that is simple, bold, and direct. If the content writer dislikes this style or cannot manage to adapt to it, then sticking to content writing is the best option.
They Are Interested in Sounding Good, not Selling Well
Content writers view their craft as an art. They are more interested in their pieces of text sounding well and pleasing the reader. This is not the case with copywriting, where sales are king.
As a content writer, you are probably concerned with structure, flow, storytelling, and tone. As a copywriter, you should focus more on the clarity and impact of the text, as well as on response and friction reading.
If you aren’t ready to make this change, then copywriting is not the craft for you. If a writer refuses to sacrifice pretty language for effective sales writing, he’ll fail at copywriting.
They Lack Marketing Knowledge
Copywriting is, in essence, marketing. If we define copywriting as advertising on paper, then you need to master and have in your vocabulary a couple of marketing concepts.
To be a copywriter, you must understand concepts such as:
-> offers
-> sales funnels
-> market positioning
-> market sophistication
-> competitor analysis
-> value propositions
Do you know what most of these concepts mean? If not, you will find it hard to adapt to the world of copywriting. Of course, you can always learn by reading books on copywriting, but again, you must be willing to put in the effort.
Many content writers have zero marketing background. Without it, a content writer cannot write copy that converts.
They Cannot Write CTAs
Another notion that you should be familiar with is that of a CTA. The acronym stands for Call to Action, and it defines copywriting as a writing style.
As already mentioned, the purpose of a piece of copy is to convince the reader to take a specific action, and we often do it with a call-to-action section.
Some writers freeze when the time comes to ask their readers to “buy now,” “book a call,” or “sign up.” Some don’t even know how to craft an appropriate CTA for their target audience.
If a content writer cannot come up with persuasive CTAs, copywriting is not for him.
They Are Afraid to Be Bold
In copywriting, you need to express
> strong opinions about products and services
> emotional language to persuade your readers
> vivid hooks to grab their attention
Also, you need to
> take risks that may increase sales
> speak directly to the reader’s pain.
Can you manage that? Many content writers don’t think that they can do that, or they say that it may alter the quality of their work. In copywriting, this is mandatory. If a content writer cannot do that, he should stay away from copywriting.
They don’t study the market or audience
Although having a target audience in mind is important in content writing, too, the way to go about it differs in copywriting.
For starters, as a content writer, you don’t interview (potential) customers. In contrast, copywriters often find themselves in the position of contacting clients to find out more about their hopes, fears, and desires.
Also, a copywriter needs to analyze competitors. What would that entail for a content writer? There is no equivalent here between what a content writer and a copywriter does.
A copywriter needs to study his target audience and market more assiduously than a content writer. If a content writer cannot do that, copywriting may not be the right craft.
They are unwilling to be edited harshly
Some content writers can’t transition into copywriting because they’re uncomfortable with the level of editing the job demands. Copy isn’t sacred — it gets cut, trimmed, reshaped, and optimized. Headlines change, angles shift, and whole sections disappear to support the conversion goal.
Writers who take edits personally struggle in environments where performance matters more than creative expression. Copywriting requires detachment and adaptability. You need to treat feedback as a tool, not criticism. Without that mindset, the shift from content creation to true persuasion becomes impossible.
Can You Become a Copywriter?
Can a content writer switch careers and become a copywriter? There are many examples of courageous freelance writers who have switched from content writing to copywriting. What’s more, many freelance writers offer both content writing and copywriting services. In essence, if you can write content for the internet, you can craft copy for different target audiences.
However, you must be willing to pay the price and understand that, in essence, copywriting is marketing. This has, of course, a relevant impact on your craft. You can no longer write without prioritizing your target market in your mind, and you can no longer craft for the sake of writing. Now, you need to write boldly and directly, having sales and revenue in mind.
Do you think that you have what it takes to become a copywriter? Write to us in the comments below why you consider that you can become a great copywriter.
