Back in 2013, I was an English teacher applying for a job at a software development company. Fast forward to 2025, and I’m now the founder of Zmist & Copy, where we help B2B tech companies build and execute winning content strategies.
My journey into marketing began as a content writer at that same software company, Yalantis. At first, I mostly wrote blog articles – until those articles started bringing in leads. As the company’s interest in content grew, so did my skills. I quickly became a strong copywriter, moved up to CMO, and eventually, became an entrepreneur. I started one agency and failed. Then I built another — and this one’s been thriving.
Out of all the marketing skills I picked up along the way, copywriting has always been the most fascinating — and the most difficult. In my career, I’ve met plenty of good content writers. Great copywriters? Maybe one. It’s that rare.
Here's an excerpt from "Ogilvy on Advertising" about hiring copywriters:
"Hiring success in running an agency depends on your ability to hire men and women of exceptional talent, to train them thoroughly, and to make the most of their talents. The most difficult people to find are those who have the capacity to become good copywriters. I have found that they always have well-furnished minds. They give evidence of exceptional curiosity about every subject under the sun. They have an above-average sense of humor. And they have a fanatical interest in the craft of advertising.”
David Ogilvy
I couldn’t agree more.
If you want to become a copywriter, it’s not just about writing — it’s about thinking differently, staying endlessly curious, and sharpening your craft every day.
Let’s dive into how you can become a copywriter today.
We’ve all heard it: if you want to learn to write, you just need to write.
But any mom can tell you that’s not how learning actually starts. Babies learn by imitating.
I think copywriters don't spend enough time learning how to write before they write. They don't spend time copying the best. So they end up copying the worst. They don't know the difference.
When I was just starting out, I had a notebook where I would handwrite sentences I loved. Now, I have an “Examples" folder in my Chrome bookmarks where I add links with great copy.
Whenever I'm writing a landing page, I revisit this folder to pull ideas for structure, wording, and tone of voice from those examples.
If you want to write well, copy the greatest writers, the most effective ads, the most interesting articles. This is how you learn.
In The Boron Letters, Gary Halbert tells his son:
"From now on, for the next 4 or 5 months I want you to do this same thing with other ads and DM pieces. But I don’t want you to just copy any old ad or DM piece. I want you to copy only the best."
Because this is how you learn to write…
“This is a way of internally imprinting on your mind and body, the process of good writing. If you do this often enough, you will soon have a deep “inside out” understanding of what it takes and what it feels like to write a good piece of copy."
Gary Halbert
Copywork is how the greatest writers learned to write. Take Jack London.
“As to myself, there is no end of Kipling in my work. I have even quoted him. I would never possibly have written anywhere near the way I did had Kipling never been. True, true, every bit of it."
Jack London
Jack London copied page after page of Kipling’s works in longhand.
Hemingway learned his style from Gertrude Stein:
"Stein did it first and he, Hemingway, did it pretty."
Adam Gopnik wrote in Paris to the Moon.
Stevenson copied those who had come before him.
"He seemed to pick the right word up on the point of his pen, never pausing to hunt for it."
Chesterton wrote about Stevenson in Twelve Types. This Stevenson’s ability was forged from years of imitation exercises.
Famous Benjamin Franklin's writing lessons:
Here're some sources I used to copy and recommend to you (especially if you work in the technology camp):
1️⃣ Paul Graham's essays - straightforward and clear.
2️⃣ Mark Manson's articles - raw and relatable.
3️⃣ TechCrunch - conversational and techie.
4️⃣ Basecamp - check out their website every now and then, they always have something new to learn from.
5️⃣ The New Yorker - storytelling.
6️⃣ Reddit - how real people actually talk.
You can also get my book "From Reads To Leads". I packed it with examples of great writing to show what works, so you can take those lessons and apply them to your own writing.
Make it a habit to regularly deconstruct successful landing pages and ads. Take notes on the headlines, structure, storytelling elements, persuasive language, and calls-to-action. Adapt these strategies to your own writing projects.
If you want to land a copywriting job, the first thing they’re going to ask is: "Can you show me what you’ve written?" They’ll want to see your writing portfolio.
And if you really want to stand out, don’t just show the writing. Show the results.
Think:
That’s the kind of stuff that makes your portfolio a real killer.
But what if you don’t have any real client projects yet? What can you show then?
Here’s the thing: even without commercial work, you can still build a strong portfolio that shows off your skills.
If I were starting from scratch today, here’s exactly how I’d do it:
The first thing I would do is figure out which niche really excites me. It's like trying to choose a business you want to own. After all, working for yourself as a copywriter requires an entrepreneurial mindset.
So, if you had to run a business, what would it be? Fitness? Tech? Fashion? Food?
Choosing a niche you genuinely care about makes everything easier. Once you have your niche, start building fake projects around it.
Pick real companies you admire and create:
Think like a copywriter. How would you position this product? How would it be different from others in this niche? What pain points you'd address in your copy? How would you get someone to take action?
Alternatively, here are some other ideas for building your writing portfolio:
Find real-world examples of mediocre copy. Something like a landing page that makes it really hard to understand what's being offered, an ad full of abstract copy, an email you will never answer, or a post on socials you don't get – and rewrite it like you would if you were hired to improve it.
Make an image with the original and your “fixed” version side-by-side. Post it on social media.
Here is an example like this, but for a case study we've rewritten at Zmist & Copy.
If no one’s hiring you yet, hire yourself.
Create a mini project around something you love – coffee, yoga, SaaS products — and write all the copy for it: homepage, product page, email series, social ads.
Here’s an example from my own life. When I was taking a yoga teacher training course, we had to submit a final assignment — basically a boring thesis about what we’d learned.
I thought, no thanks, and instead created an email newsletter. It had 10 emails debunking common yoga myths, plus a landing page. I even roped my sister into building it for me on Webflow.
I wasn’t even trying to build a copywriting portfolio at the time. But you see the idea. You don’t need permission to create something interesting.
I don’t recommend doing free work often, but if you have a friend with a startup or know a nonprofit you genuinely believe in, it can be worth offering your copywriting skills in exchange for a testimonial.
Just make sure it’s a project you’re excited to showcase in your portfolio.
Presentation matters. Once you have a collection of copywriting samples, create a simple and clean portfolio. Organize your samples like they’re real client projects. Give each one a quick intro, explain your thinking behind the copy, and show that you understand business goals, not just words.
Here are some inspiring examples:
While there are plenty of tools out there to help you build a portfolio easily, too many writers still prefer sharing a link to their Google Drive filled with draft files. Don't do that. It's messy.
Time to land some clients!
Now here's the truth: getting hired without experience can be quite a tough nut to crack.
Unless you've got prior client collaborations or a strong personal brand, it's unlikely that companies will line up to hire you. So, how can you break into a new field without any prior background?
If I were you, I would bet on LinkedIn. It's a great place to find potential clients and grow your brand.
Here’s exactly how I’d approach it:
Share your journey of getting into copywriting, and document what you keep learning about writing, marketing, psychology, or else. Share examples of copy you admire (and why it works). Post small samples of your own work, even if they’re just passion projects.
Comment thoughtfully on posts from people in your industry — marketers, founders, other copywriters. This is a good way to increase your following and showcase your knowledge.
Treat your LinkedIn like a landing page. Make a background image with a clear headline about what you do (e.g. "Helping SaaS companies turn traffic into customers through conversion-focused copywriting"). Add a few samples or a link to your portfolio.
Add people to your network and talk to them in private messages. Focus on building real connections, not just pitching yourself. If you’re consistently showing up, sharing valuable stuff, and being genuinely helpful, the leads will come.
If you’re not just looking to land a copywriting job, but actually grow into a great marketer, you’ll want to join my weekly newsletter.
It’s packed with real lessons from the trenches: everything I learn working with founders, marketers, and writers at B2B tech companies, shared with you.
Marketing is often misunderstood. The people doing it don’t always get it. The ones paying for it usually don’t either.
I help writers (and anyone serious about marketing) make sense of it. And use it to win.
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Want to learn more about writing and marketing? Check out my top picks.
Book "Influence: The Psychology of Persuasion" by Robert Cialdini.
Book "Save the Cat" by Blake Snyder.
5 Best Copywriting Formulas to Never Start From Scratch Again
8 Problem-Focused Copywriting Frameworks to Write Copy That Sells
Check out 40 writing exercises that come from my book. Do some exercises →
You build your skills by copying the best.
You build your portfolio by creating your own projects.
You build your opportunities by showing up, sharing your work, and connecting with people.
If you’re willing to invest in yourself, you can absolutely break into copywriting, even if you’re starting from zero.
I’ve been where you are. And trust me, it’s so worth it.
Now, go take the first step!
Before you write something, plan it. Figure out what you are going to write, and then write it. If your first draft looks like crap, then you didn't plan well enough.
Persuasiveness is one of the main principles of quality content. It’s the superpower you need to turn the readers into leads. But how do you make a persuasive piece of writing? This problem was solved two thousand years ago by a Greek philosopher. Curious to learn how? Read this article to find out!
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