People often ask me what copywriting actually is. Much to the chagrin of my relatives who still think I deal with copyrights, my answer is always: it’s writing with a purpose.

Copy isn’t poetry. It isn’t your journal. It’s not even content, exactly. Copy is writing that persuades, informs, and moves people to act—whether that’s clicking a button, calling a doctor, or simply seeing a brand in a new way.

After nearly two decades as a copywriter, here’s what I believe every writer should know.

Clarity First, Always

If your reader has to work to understand your words, you’ve already lost them. Clear writing looks easy, but it isn’t. It means stripping away the extra, simplifying the structure, and making every sentence do real work.

Rule of thumb: if you can say it in fewer words, you should.

Write for Them, Not for You

The biggest mistake new copywriters make? Writing for themselves. Your audience is everything: Who are they? What do they care about? What problem are they trying to solve?

In healthcare, this lesson is magnified: a patient, a physician, and an insurance payer all need completely different messages. The same holds true in any industry. Your copy isn’t about you. It’s about them.

Respect the Brief

Think of the creative brief as your GPS. It tells you where you’re headed: the objective, the audience, the tone, and the mandatories. Ignore it and you’ll get lost. And if the brief is fuzzy? Ask questions. Great copywriters are also great detectives.

Build From the Top Down

Every piece of copy has a structure:

That flow is what makes your words feel seamless. Skip a step, and the reader will skip you.

The CTA Is the Point

Copy doesn’t exist to be admired. It exists to spark action. That action might be as small as clicking “Learn More” or as big as scheduling an appointment—but if your copy doesn’t ask for something, it’s not doing its job.

Rookie Mistakes to Avoid

• Using jargon or fancy words when simple ones work better
• Forgetting the CTA
• Writing for yourself instead of your audience
• In regulated spaces (like healthcare), ignoring compliance

Words Don’t Work Alone

Copy doesn’t live in a vacuum. Layout, design, and visuals change how your words are read. That’s why the best copywriters partner closely with designers. Words and visuals should support each other, not compete.

Copywriting Is a Mindset

At the end of the day, copywriting isn’t about cleverness. It’s about curiosity, empathy, and clarity. You don’t need to be the loudest or smartest person in the room. You need to be the one who helps the audience understand—and act.

This post kicks off my new “Copywriting 101” series. Next week: Understanding Your Audience: The Key to Effective Copy