I can’t stress enough how important choosing a specialty is when becoming a copywriter

Today’s copywriting is a whole different game than in the past. 

Not only there’s a lot more competition…

But the content quality standards keep getting higher. 

If you’re a generalist… specialists WILL crush you.

You’ll never stand a chance. 

So if you want to make a killing, have a focus.

You can either focus on a specific copywriting niche or choose a specific type of copywriting.

In this article, I’ll show you the best types of copywriting to specialize in.

And I’ll help you pick the perfect field for you. 

But we’re not stopping there.

I’ll also share my best copywriting tips so you can level up your game in your chosen specialty. 

Sounds good?

Let’s get to it.

What Are The Best Types of Copywriting?

Here are the 11 best types of copywriting that are in demand for 2023:

  1. Email Copywriting
  2. Website Copywriting
  3. Landing Page Copywriting
  4. Brand Copywriting
  5. Direct Response Copywriting
  6. Affiliate Blogs Copywriting
  7. Social Media Copywriting
  8. B2C Copywriting
  9. B2B Copywriting
  10. SEO Copywriting
  11. Automated Message Copywriting

1. Email Copywriting

Let’s start with the digital marketing channel with the highest ROI: emails. 

Email or newsletter copywriting is how you write compelling and persuasive emails to encourage readers to take action. 

But contrary to popular belief, conversion rarely occurs within the email itself. 

“Why does it have the highest ROI, then?” 

Because today’s market is a lot more competitive than before.

The days when merely getting your goods in front of consumers was enough are long gone. 

You need to build stronger relationships with your buyers so they choose you over your competition. 

Emails warm leads up before sending them to a company’s sales page. 

They move the customer further down the sales funnel.

Both big businesses and small content creators need to write emails for three main reasons: 

  • You interact 1-on-1. Emails are as personal as you can get with your online audience.
  • There are more email users than social media users. Not everyone is on every social media platform, but they do have an email.
  • Businesses own their email subscribers. There’s no algorithm to please, and they have complete control over their database. 

If you get incredibly good at writing money-making emails, you’re literally printing money on command.

And that is not an exaggeration.

But I don’t want to mislead you.

Writing emails alone will NOT make you rich. 

You need to make business owners a TON of money if you want to rake in the big bucks.

That requires skill.

So if this is the route you want to take, finesse your way into:

  • Crafting striking headlines
  • Writing a coherent and convincing body copy
  • Creating enticing CTAs

Here’s an example of an interest-piquing email copy.

Interest Piquing Email Copy Klaviyo ExamplePin

2. Website Copywriting

This is one of the most common types of copywriting. 

Website copywriting is the process of writing persuasive content for a website. The goal is to keep visitors interested and encourage them to take action.

You may write copy for a website’s:

  • Homepage
  • About section
  • Product pages
  • Landing pages

Take a look at WhatsApp’s website.

Whatsapp Website Copy ExamplePin

What do you look for in a messaging app? 

I want it to be secure, intuitive, and affordable. 

And this website tells you exactly that.

It’s a great example of highlighting what the readers want. 

3. Landing Page Copywriting

Landing page copywriting is a specialized kind of website copywriting.

Your cold customers typically end up on your landing pages after clicking an ad. 

This is your opportunity to leave a good impression and turn that interest into a desire that would convince them to take action

Take a look at Marketing Examined’s landing page.

Marketing Examined Landing Page Copy ExamplePin

The graphics on their website are astounding. But I want you to focus on the copy. 

It’s a terrific example of an effective landing page. It:

  • Shows the readers what they want: Marketing Growth.
  • Makes it easy for the readers to get what they want: At your fingertips. 
  • Uses 1 CTA: They made it easy for the readers to subscribe to their newsletter. They don’t even ask for the reader’s name. 

One thing I’ve learned in my years of marketing experience is that…

The closer you are to the sale, the more money you will make. 

So a landing page writer will earn more than a blog writer.

Additionally, landing page copywriting is an excellent specialization because it’s less competitive than web copywriting and allows you to concentrate on writing one webpage.

4. Brand Copywriting

Do you like making big impacts on a business’ growth? 

Then brand copywriting might be the perfect fit for you. 

Brand copywriting is the process of finding the most effective way to talk to your target customers.

No two businesses are the same.

Take these two ads as an example.

Brand Copywriting ExamplePin

Graphics aside, the copy of these two brands are entirely different. 

NikeLaw Firm
ToneBold and energetic Casual and relatable Geared toward younger peopleAuthoritative and confident Professional and formal Targets older people
Length & StructureConcise and punchyLonger and more detailed
Language/VocabularyUses sport-related jargon like “scrimmage” and “game”Includes a statistic/study to convey a sense of expertise

As a brand copywriter, not only do you have to shape and convey a strong brand personality…

You also need to ensure that the messaging is uniform across all of the brand’s marketing platforms. 

Hence, copywriters in this specialization are typically versatile. Because they write:

  • Emails
  • Video scripts
  • Sales pages
  • And more

5. Direct Response Copywriting

Direct response copywriting is probably the most misunderstood type of copywriting.

When people hear the word DRC, the first thing that comes to mind is the ‘90s selling style. 

Super salesy and forceful. 

But that couldn’t be further from the truth. 

Direct response copywriting is any copy that elicits an immediate response.

It’s all about convincing people to take action right now rather than later. 

And one way to do that is to create a sense of urgency in your copy. 

Urgency can be in the form of:

  • Limited supply: Highlights limited availability or scarcity of a product or service.
  • Special event: Tied to a specific event or occasion. (e.g., holiday sale)
  • FOMO: Leverages the power of social proof
  • Expiring offer: Emphasizes a limited-time offer or deadline

Here’s an example from Hostinger.

Direct Response Copywriting ExamplePin

Hostinger builds urgency by offering two months of free service for a limited time only (as indicated by the ticking time clock). 

They paired that urgency with a guarantee to create a stronger offer. 

The great thing about DRC is it emphasizes acting right now…

So it is easier to monitor the copy’s conversion rate. 

This is why direct-response copywriters are often paid commissions on top of the initial pay for the service. 

The best part?

There’s no limit on how much you can earn. 

And you get paid an income for work you’ve written a few years back.

Note: Direct response copywriting is also a subset of conversion copywriting.

6. Affiliate Blogs Copywriting

“Brendan, blogs are content. NOT copy. Why the heck are you including this?”

Indeed, content and copy are entirely different fields. 

But we’re not talking about informative or entertaining blogs here.

Affiliate blogs are not your typical informative content. 

These are a mix of both entertainment and persuasiveness.

Examples of affiliate blogs are roundup articles or product reviews.

Affiliate Blogs Copywriting ExamplePin

This is an example of an excellent copy in an affiliate blog post for three reasons: 

  • Striking headline
  • Each feature was tied to its corresponding benefit to the user
  • Bullet points for a scannable copy

You need to be entertaining, informative, and persuasive.

All at once. 

Otherwise, you won’t earn from those affiliate links. 

7. Social Media Copywriting

Social media is usually at the top of the sales funnel. It’s literally designed to reach as many people as possible.

Business owners use different social media platforms to connect with their audience. And they need content for their accounts.

So copywriters for social media wear several hats. 

They may write copy that focuses on raising brand awareness. Or makes readers want to sign up for an event. 

Copywriters write ads, captions, and scripts to post on a business’s social media account. 

The copy needs to be concise, welcoming, and casual.

Here’s a great example from one of the best social media copywriters, JK Molina.

Social Media Copywriting ExamplePin

Social media copywriting typically moves along more quickly. 

That’s because of frequent changes in the algorithm. What works today may no longer work tomorrow. 

So if you want to take this route, be prepared for A/B testing and frequent content updates. 

8. B2C Copywriting

This type of copywriting is all about writing for the masses.

B2C companies sell directly to consumers. 

That means you’re speaking directly to someone who makes decisions for their family or themselves. 

Take Zoma Sleep, for example.

Zoma Sleep B2C Copywriting ExamplePin

Mattresses, pillows, and bed frames aren’t exactly unique products. 

So how do they get famous athletes to buy their products if a gazillion other businesses sell the same thing?

Simple.

They created a product that’s better quality than their competition. AND they communicate that through effective copywriting. 

B2C owners generally have smaller marketing budgets than B2B…

But it is better suited for writers who want to get their feet wet in copywriting.

Because B2C businesses are everywhere, they must communicate their value and set themselves apart from the competition. 

So there are tons of copywriting opportunities in this specialization. 

And there are lots of writing pieces to choose from: 

You may write: 

  • Social media posts
  • Email copy
  • Product descriptions 
  • Brochures and posters 
  • Coupons

9. B2B Copywriting

Most people find Business to Business (B2B) Copywriting unsexy. 

No one wakes up and says, “I want to write a 5-page sales letter for businesses in the industrial equipment industry.”

It’s hard to find individuals in this industry who are passionate about writing. 

Finding good copywriters that are interested in these topics is even more challenging.

But you know what they say…

The money is in the boring stuff. 

And that’s the thing about B2B copywriting.

B2B copywriting is unique because you’re writing for other businesses…

People who own big corporations. 

So copywriting clients in this industry have the funds to pay their copywriters well. 

Maybe you’re getting paid $50, $80, or $100 for a 1000-word B2C blog for a local business. 

You can write the same number of words for a B2B client and get paid $200, $500, or even thousands of dollars. 

Because if your copy can increase their bottom line revenue, it’s a negligible expense.

Intel is an example of a B2B company.

Here’s what their copywriters are putting out there.

Intel B2B Copywriting ExamplePin

And if you decide to go to this type of copywriting, you can leverage the companies you’ve worked for.

Imagine having an Intel logo on your copywriting portfolio

10. SEO Copywriting 

Copy, no matter how great, is USELESS if it’s never read.

So what’s the antidote, you ask?

SEO. 

SEO copywriting aims to write persuasive content that ranks in search engines like Google. 

There are two ways to get eyeballs on your content: 

Paid advertising and organic traffic. 

Spending money on ads is a quick and effective way of immediately getting your message in front of others.

But it can be costly, and that traffic disappears once you stop.

Ideally, you’d want to attract your audience organically.

And you do that through SEO. 

SEO skills and copywriting are a killer combination. 

If you can rank an article on the first page of Google for a highly intentional query…

Your chances of converting those readers into paying customers are way higher.

Why?

Because ads are outbound while SEO-driven content is inbound.

Business owners will throw money at your face, begging you to write for them. 

Here’s an example of one of my articles ranking on the first page of Google.

SEO Copywriting ExamplePin

This article ranked high on Google’s SERP for a couple of reasons. 

But here are a few actionable tips that I found helpful: 

  • Target long-tailed keywords that are not super competitive
  • Create an in-depth and unique post about it
  • Satisfy the reader’s search intent (leave no room for additional questions)
  • Embed images and videos (if applicable)

Here’s my complete SEO copywriting checklist to ensure you cover everything before publishing.

11. Automated Message Copywriting

Tell me if this sounds familiar. 

You’re on a SaaS website. Then, suddenly there’s a chat pop-up. 

“Hey, how can I help you today?”

These are chatbots.

Automated Message CopywritingPin

One of the most common reasons for high website bounce rates is a confusing user experience.

If a visitor has a query and you can’t respond immediately, adiós amigo.

That is a big hole in a business’s sales funnel. 

Chatbots are designed to engage with a webpage’s visitors 24/7. 

And guess what?

Someone has to write the scripts for those chatbots. 

That is an example of automated message copywriting. 

It’s a relatively new industry. 

It involves writing templated copy to answer the most common customer questions. 

Unlike other types of conversion-focused copywriting, automated copywriting is usually geared toward RETENTION.

This is an excellent copywriting specialty to tap into as a beginner for two reasons: 

  • Relatively new field: You can get ahead of the curve as there is less competition 
  • You don’t need fancy copies: You don’t need to develop compelling headlines because your copy aims to respond to the customer’s inquiry. 

How to Choose the Right Type of Copywriting for Your Business

If you want to grow your own business, you will use a combination of all the different copywriting types.

Take me as an example. 

As I’m building my personal brand, I’ve written copy for: 

  • My website
  • Emails newsletters
  • Social media 
  • Affiliate articles
  • Search Engines

But you’ll likely have to specialize if you want to write copy for other businesses.

Here are my tips to help you pick the copywriting type that best suits you. 

Define Your Business Goals

It’s simpler to reverse-engineer a goal when you know what you want from your career.

Plus, a goal in sight will also motivate you to keep going.

Clearly define what you want to achieve:

  • How much money do you want to make?
  • How many copywriting clients do you want to handle simultaneously?
  • Do you want to earn per project, on a commission, or a monthly salary?

For example, if you: 

  • Want to make $1,000 to $3,000 per month
  • Prefer to work with an online coach
  • Want a steady income

I recommend social media copywriting. 

Or if you:

  • Want to earn as much as possible
  • See yourself working with big brands
  • Like to earn in proportion to your contribution to the company

Direct response copywriting and email copywriting are your best bet. 

Know Your Customer Avatar

Once you’ve established your goal, determine which clients will help you achieve it. 

Define your target clients by asking yourself:

  • Do you prefer to write for a B2B or B2C audience?
  • Do you want to work with a large corporation or a personal brand?
  • What industry do you want to write in?
  • What are your audience’s demographics, interests, preferences, and pain points? 

B2B copywriters tend to work with bigger businesses. Typically, businesses in finance or tech industries. 

Once you have that picture, you must know your audience’s demographics. 

Let’s say you’re writing for a B2B SaaS company…

Your audience could be executives in another company.

Find out their:

  • Main challenges
  • Buying dynamics
  • Their level of expertise

And so on…

Choose the Best Content Distribution Channel

Different types of audiences prefer different mediums. 

Do your customers love reading long-form blog posts? Master SEO copywriting. 

Do they spend most of their time on social media? Find out which platform they’re on, and get good at writing copy on that platform.

So how do you choose the best content distribution channel?

Since you have figured out your ideal customer avatar…

Answer these questions:

  • Which platform is your client currently using to reach their customers?
  • How old are your clients on average?
  • Where do your client’s customers usually hang out?

What are the Implications of Choosing One Type of Copywriting Over Another?

Different copywriting specialties fulfill different purposes. 

Here are a few reasons why choosing one type over another can affect your writing approach.

Customers Have Different Preferences

Some prospects will take action immediately. Direct response copywriting is perfect for those. 

But there are also customers that need to know more about you. Or need a little nurturing before they convert. 

In that case, you want to put your best foot forward with brand copywriting. 

And nurture those leads using email marketing.

Copy Length Varies

Some copy needs to be shorter than others, and vice versa. 

SEO copywriting requires longer content to be effective. While social media copy (e.g. Twitter) tends to be short but punchy.

Refraining from these best practices will lose the efficacy of your copy. 

Tone Should Adapt To Your Reader

Landing pages are usually your first contact with a customer. 

Email, on the other hand, is your way of connecting with your most loyal customers. 

You won’t approach a cold lead like your regular buyers.

Best Tips for Different Types of Copywriting

Most copywriting types share the same best practices.

But some are more crucial in particular fields. Here are my best copywriting tips for each type.

Speak Directly to Your Customers

Personalization is KEY in email copywriting. 

Email marketing is an intimate way of communicating with your audience. So your email copies need to speak directly to your customers. 

Here are some ways to personalize your email writing: 

  • Address your audience by their names: Most email service providers allow you to add custom values to your emails
  • Show your personality: Add some emojis and slang (if appropriate)
  • Opt for a casual tone: Don’t think that you have to be formal all the time. Lighter and more casual tones tend to work well on emails. 

Tell Your USP Immediately

Showing what sets your product apart from the competition is vital in writing any copy. 

But telling that unique selling proposition (USP) immediately is critical in web copy. 

Because people nowadays don’t have the time or the attention span to read every word on your website. 

Here are a few tips to cut out to the chase: 

  • State your USP in your headline
  • Format key ideas with bullet points
  • Use powerful but concise language

Use One Call-to-Action (CTA) Per Copy

The sole purpose of a landing page is to turn lurkers into engaged customers. 

That’s it. 

The last thing you want is to confuse your readers with too many next steps. 

Don’t make your customers figure out what you want them to do. Make it easy with one simple CTA on your landing page. 

Build Strong Customer Relationships

The most important tip for effective brand copywriting is building trust. 

You can do this by: 

  • Providing immense value for FREE
  • Incorporating social proof in your copy
  • Utilizing your CTAs to encourage feedback

Prompt Your Customers to Take Immediate Action

Direct response copywriting is all about convincing the reader to take action. RIGHT NOW. 

And creating a sense of urgency will help you do that. 

Here are my tips for creating a copy that conveys urgency: 

  • Focus on the pain caused by the problem. Not the problem itself. 
  • Use limited-time offers (only there’s a genuine expiration date)
  • Offer exclusive deals (again, only if it’s real)

If anything…

AI copywriting software tends to excel in this the most.

Use these tools as training wheels till you can do without them.

Give Honest Insights 

The single most important actionable tip for writing affiliate blog posts is to provide genuine value to your readers. 

Rather than merely pushing products to earn commissions…

Aim to help your readers make informed buying decisions. 

Here’s how you can achieve this:

  • Incorporate your first-hand experiences with the product
  • Compare the product with other similar options
  • Know the product inside out (features, benefits, pros & cons)

Write Short Copies

Social media platforms have limited character counts.

Use this as a copywriting exercise to be extremely intentional and concise with your copy.

Master this, and you’ll have no problem transferring this skill set over to long-form content.

Connect Features With Their Benefits

Doesn’t matter if you’re target audiences are other business people (B2B) or consumers (B2C)…

You’re writing for decision-makers. 

Even the most rational individuals make decisions based on emotions.

Stating what you do isn’t enough. Focus on how or what your customer would experience with your offer. 

Better yet, connect them using the phrase “so you can.”

Here’s an example: 

  • Feature: Weekend training sessions
  • Benefit: Easier to align with a busy work schedule
  • Copy: We offer weekend training sessions so you can stay consistent despite your busy work schedule. 

Write for People, Optimize for Search Engines

Find a balance between keyword optimization and satisfying the reader’s search intent. 

It’s essential to include relevant keywords in your content, but NEVER sacrifice readability for the sake of including them. 

My tip is to write a first draft without optimizing for search.

And as you’re editing, include semantic keywords or other relevant search queries when appropriate. 

Simplify Complex Concepts

Customers ask a chatbot because they are already confused. 

So my best tip for automated message copywriting is to:

  • Use clear and simple statements
  • Provide examples to make the copy understandable
  • Avoid jargon and acronyms that may confuse your readers

Types of Copywriting (FAQs)

What Types of Copywriting Make the Most Money?

The copywriting types that make the most money are the closest to the conversion point.

These include:
• Direct-response copywriting
• B2B copywriting
• Email copywriting
• Landing page copywriting

How Does Website Copywriting Differ From Social Media Copywriting?

Here are the key differences between website copywriting and social media copywriting:

• Web content allows for more in-depth posts. Short copy is more common on social media because of character limits.
• Web copywriting uses keyword research to optimize for searches. Social media copy may involve using hashtags to increase the visibility of the content. 
• You have full control over what content you put out on your website. Meanwhile, your social media posts should meet the platform’s terms and conditions. 

What Is the Most Popular Type of Copywriting?

It’s tough to say which is the most popular type of copywriting because different industries and businesses have diverse needs and preferences.

However, these types of copywriting are commonly sought after and in demand:
• SEO Copywriting
• Social Media Copywriting
• Direct Response Copywriting
• Email Copywriting
• Website Copywriting
• B2B Copywriting
• B2C Copywriting

To Sum Up

That’s a wrap. Here are the key takeaways from this article: 

The best types of copywriting are: 

  • Email copywriting
  • Website copywriting
  • Landing page copywriting 
  • Brand copywriting
  • Direct response copywriting
  • Affiliate blogs copywriting
  • Social media copywriting
  • B2B copywriting
  • B2C copywriting
  • SEO copywriting
  • Automated message copywriting

Choosing the right type of copywriting can help you stand out from the competition. The 3-step process on how to choose your niche is as follows: 

  • Define your business goals
  • Know your customer avatar
  • Choose the best content distribution platform

The right type of copywriting for you may change as you move forward in your journey. 

Don’t think that you’re caging yourself.

You can always pivot.

P.S. One more thing before you forget…

Join my newsletter, The Raw Baw

I share insider tips on building my creator business with actionable tips to grow yours in 5 mins or less.

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Article by

Brendan Aw

Brendan founded brendanaw.com™ to help others start and grow a creator business. He brings over 6 years of executive marketing experience from startups in E-commerce, NFTs, Crypto, Fintech, E-sports and Agencies. Now, he’s growing his family’s 7-figure luxury lighting business in Cambodia and his creator platform. Brendan received his Bachelor of Commerce with a double major in Accounting and Finance from the University of New South Wales. He also has a background in Data Science.

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