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One of the most common questions I have to answer, not only in professional situations but also in private ones, is “what is copywriting?”. This loanword from English doesn’t have a Polish equivalent, which further complicates understanding the essence of this activity. In this text, I try to explain what exactly I do and why it is worth using such services!

Copywriting by definition

Copywriting is defined in many different ways, with a quite interesting etymology. Contrary to appearances, the first part doesn’t come from the English word “copy,” meaning a duplicate. It refers to the Latin “copiae”, which has many meanings, one of them being “abundance”. The second part comes from the English “writing,” meaning simply to write. Therefore, this combination can be interpreted as “writing many texts”. Over the years, its meaning has changed, and the current understanding was established at the turn of the 19th and 20th centuries, when marketing began to develop intensively.

Averaging most of the definitions found, it can be said that copywriting is the process of creating persuasive, functional content used primarily in advertising and marketing.

In practice

In practice, copywriting is much more than writing texts that are meant to convey a specific message. It involves, in a way, identifying with the potential customer, so as to be able to speak to them in the language of benefits. Effective advertising must be based on original, reliable, and interesting content. It aims to convince the recipient, earn their trust, and as a result, persuade them to purchase a specific good or use a particular service.

Every industry has its own specificity, defined needs and objectives, as well as a particular target audience. When creating advertising texts, it’s essential to consider whom we are speaking to and, based on that, appropriately adjust the language of the message. Only in this way will the content have a chance to reach and be entrenched in the consciousness of the audience.

From the content creation perspective, it’s also crucial how it will be distributed – whether it will be via a website, blog, industry press, or social media. Each medium operates differently, affecting the audience in specific ways. A savvy copywriter knows how to prepare a text so that it is accessible, meets technical and formal requirements, being engaging, intriguing, and original at the same time.

What does copywriting mean?

Anyone can write, but not everyone can become a copywriter. Why? Because copywriting is not just about putting thoughts on paper; it’s definitely something more. And it’s this “something” that distinguishes those who create advertising content. A person who wants to start working with text must have the right predispositions, a good writing flow, and a large reservoir of creativity.

Here are 5 basic elements that help to operate freely in copywriting:


Before starting to write, it’s essential to thoroughly explore the topic, using expert knowledge. The ability to find credible sources and verify the information found is crucial. Verified data allow for a thorough and comprehensive approach to the subject, and the selection of information has a huge impact on content quality.


A good writing style and the ease of formulating thoughts are vital so that unique content can be created based on the gathered knowledge, effectively capturing attention. Both a developed imagination and the freedom to create original materials are needed. In many cases an unconventional approach is memorable and helps stand out from the competition. However, it’s most important to put oneself in the customer’s shoes to understand their expectations.

Timeliness and Self-Discipline

This work also requires the ability to manage one’s time effectively. Good organization allows for timely completion of tasks, as writing texts may be a highly time-consuming activity. A lot depends not only on the amount but also on the nature of the content. Often, working on a short message (e.g., a script for a one-minute commercial) takes much longer than writing a blog article. Proper work planning and systematic execution of orders facilitate meeting deadlines.


It’s highly valuable to be open to dialogue with a client. Ongoing communication and detailed discussion of issues at every cooperation stage help avoid unnecessary misunderstandings. A copywriter must be prepared to explain the most important issues in simple terms – not everyone is a specialist in internet marketing, SEO, etc. Good contact enables quick and efficient implementation of any corrections, which is especially important for ASAP orders. Moreover, a good content creator is characterized by high personal culture and accepting any comments from the client, who may expect modifications to the delivered content.

Responsibility for words

The fact of co-creating a client’s image means that each piece of content must be carefully checked, thought out, and appropriately chosen. The author must be responsible for what they write. It can never be assumed that inappropriate or unsuccessful content will eventually disappear into the depths of the internet. It always leaves a trace.

It’s also worth noting that copywriting largely relies on cooperation. If the author of the text is to convey the client’s idea in the best possible way, they must remain in constant touch. Despite years of experience in the industry, I still haven’t learned to read minds, and lack of communication leads to misunderstandings. The content is supposed to meet the expectations of a client and their audience. In both cases, a client has more knowledge.

A copywriter is a specialist in writing – a client always remains a specialist in their industry. For this reason, I accompany them at every stage of content creation. We start by thoroughly discussing the order, and then we create a plan for its realization. In the meantime, we keep in touch, for example, I ask about unclear issues, verify information, and also send the content prepared so far, waiting for comments and possible corrections. Only in this way can we work effectively.

When is it worth investing in copywriting?

Copywriting is a part of the puzzle that contributes to a company’s success. It requires a good idea supported by valuable content, and followed by a properly conducted promotional campaign. Undoubtedly, solid content forms the basis for further marketing activities, making copywriting a good investment that yields intended results.

Professionalism and a passion for creating valuable content guarantee that by using the services of a specialist, you will get exactly what you expected. As every industry requires an individual approach and solid research, a copywriter verifies the found data, consults any doubts on an ongoing basis, presents progress, and makes necessary changes. This ensures that the final result will meet all expectations.

By collaborating with a specialist, you can be sure that the content created will be substantive, unique, and user-friendly, as well as grammatically, linguistically, and stylistically correct. Importantly, a copywriter can not only create new texts but also edit those you or someone from your team have already prepared. Therefore, they are helpful in various situations – through their assistance, you can obtain content that achieves the desired effect.

Copywriting and AI

Last year brought a heated discussion about the impact of AI on the situation of copywriters in the market. Modern tools for generating content based on a given command (known as a prompt) are capable of preparing a text of a specified length, style, etc., in just a few seconds. This technology is rapidly evolving, making texts created by artificial intelligence increasingly similar to those written by humans.

Many predict the downfall of the copywriting profession, arguing there’s no need to use specialists who are more expensive and work longer. In reality, this seemingly simple, cheap, and quick solution doesn’t guarantee optimal results. AI tools are getting better, but they still have many flaws. Their style can be artificial, encyclopedic. It’s common for them to gather incorrect data, as they are not yet capable of adequately verifying it, and the internet is full of unverified information. Moreover, the content is usually derivative, lacking originality – after all, it is created based on other texts.

The ability to generate needed content with just a few clicks seems like an enticing solution. However, such tools must be used correctly. Entering the right prompt is half the success. Then, the ready content often needs to be appropriately edited, supplemented, or even modified. This work may ultimately take more time than writing a new text from scratch by a specialist.

Also impossible

It’s also impossible to ignore the fact that the status of texts generated by AI is still quite unclear in terms of SEO. Many indications suggest that soon Google algorithms will start recognizing content created by artificial intelligence and will evaluate it lower than that prepared by humans.

Using a copywriter’s services is an option for those who primarily care about quality, as everything valuable requires time and commitment. The beauty of a unique text written by a human is irreplaceable. Machines are a huge facilitation, but they shouldn’t replace us – because soon we might stop being human ourselves.

The difference between copywriting and content marketing

Having explained what copywriting is, I should also discuss what content marketing is. These terms are often confused, whereas the latter is a much broader concept. In a nutshell, content marketing is a collection of various activities that involve creating advertising content intended for publication across different communication channels. It includes many different tools and forms, helping meet customer expectations as best as possible. Often, it goes beyond traditional marketing methods to convince the audience to convert in a smart, unobtrusive way.

Activities performed as part of content marketing include

  • Writing articles for external services – helps reach potential customers, increases visibility and brand recognition, aids in building an expert image.
  • Running a video blog – attracts potential customers looking for specific advice or information, generates more traffic to the site, increases brand awareness.
  • Creating infographics – conveys information in an accessible, attractive way, helps reach a specific audience, catches attention and is memorable, helps stand out from the competition.
  • Managing social media profiles – increases brand credibility and recognition, builds the company’s image.
  • Preparing e-books – offers customers additional value that encourages them to explore the brand’s offer, builds trust, and activates the principle of reciprocity (the recipient who received something for free is more inclined to do something in favor of the company, e.g., share a link, sign up for a newsletter).
  • Creating commercials, YouTube videos – helps reach customers from a selected target group.
  • Preparing podcasts – attracts potential customers’ attention, builds an expert position, increases trust in the brand.

In summary, copywriting is somewhat the foundation for content marketing. A copywriter prepares valuable content, while a content manager handles its distribution, adaptation to the medium, and its processing and evolution (e.g., into an infographic or video recording).

The best results are achieved by combining both approaches, which is precisely what I offer in my company. We create not only texts, but a message that will reach the right audience, be noticed and remembered, evoke specific emotions, and encourage concrete actions.

Who is Copywriting for?

Every business wants the best possible sales results. You can achieve them, for example, through good online advertising, but it must be based on reliable information and unique content. Then, your company becomes more visible, which means reaching a larger number of potential customers. This way, you gain recognition and new users of your services/products, which, in turn, translates into the business’s finances.

The conclusion is clear: the services of a copywriter should be used by all those who care about improving the condition of their venture.

Many entrepreneurs who focus on internet marketing activities have already realized the importance of well-prepared content. Copywriters and content managers are most often sought after by representatives of the e-commerce industry, as well as owners of service websites, because trade has largely moved online. Online stores face increasing competition, hence the desire to be noticed. To survive in the market, they must vie for every customer, and depending on the size of the demand, a copywriting agency or a creative agency may prove helpful.

Piotr Polok

Since 2012, I have been actively involved in content creation and online advertising. I work with companies and individual clients, primarily operating in e-commerce and services.