Copywriting is the process by which a writer, or author will use words to promote marketing, advertising and communications within a business on various types of media and digital platforms. The purpose of marketing a copy is to persuade the audience, whether it be a viewer, a listener or even a reader, of a particular viewpoint. It is simply about getting the message across using the right words.

Copywriters may be employees within a larger organisation. The diverse nature of the job means that there are a whole host of various companies out there within which copywriters operate. Advertising agencies would be a prime example, as well as public relation (PR) firms. Internet marketing companies may also employee copywriters to write content for websites to enable a higher position in search engines, known as search engine optimisation. If not working as part of a creative team within a company, copywriters may operate independently or be freelance copywriters. Their skills may range from copywriting on the internet, to broadcast media, and even print. And a copywriter is responsible for their creation, and will see the production through from start to finish. Many copywriters will start out as working within a team, to gain experience, before moving on to become a freelance copywriter. Arguably, freelancers will tend to get paid more than those working within companies, but this is entirely dependent upon the experience behind them and the service they provide.

The internet has been revolutionary in allowing copywriters to expand their services to a wider audience. It has also meant a whole new host of media has been unveiled in which they can market copy, such as commercial emails, online adverts and even online brochures.