Here’s everything you wanted to know about copywriting, ideas, freelancing, presentation skills, my workshops. But were afraid to ask.
Got a question? Let me know.
What is copywriting?
Copywriting is the art (and science) of writing words that persuade.
It’s different from creative writing, journalism or academic writing. A copywriter’s job is to get a response.
Not fluffy prose. Words that sell, engage, motivate, or inspire action. From websites and emails to ads and social posts. If words are doing heavy lifting, that’s copywriting.
A key point: it is usually written on behalf of someone or something else. A CEO’s newsletter, for example. Or a company’s website.
After 40+ years as a copywriter, I still find it endlessly interesting. The blank page is never boring when you know the right questions to ask.
What’s the difference between copywriting and content writing?
Content informs and builds trust (think blogs, guides).
Copy persuades and drives action (ads, emails, landing pages).
The best work blurs the line – clear, audience-focused writing that does both. No fluff either way.
In practice, the best writers do both. A well-crafted blog post can absolutely drive sales. And a good ad tells a story. The skill set overlaps more than the job titles suggest.
Simple rule of thumb: if you want someone to do something after reading it, you need a copywriter.
Is copywriting still relevant in the age of AI?
More relevant than ever, I’d argue.
And I say that as someone who’s watched this industry evolve through desktop publishing, the internet, social media and now AI.
Yes, AI can produce copy quickly. Some of it is surprisingly good. But AI doesn’t know your brand voice, your customers’ real objections, or the story that only you can tell. It drafts. It rarely inspires.
The copywriters who’ll thrive are the ones who understand strategy, audience psychology and what makes a message actually work – and who use AI as a tool, not a replacement for thinking.
If anything, the flood of AI-generated content makes genuine, skilled writing stand out more. Not less. Everyone has access to the same tools. The differentiator is still the human brain behind them.
How do I become a better copywriter? (Or a copywriter at all?)
The good news is that anyone can become a copywriter.
Start writing now. It’s a craft, not a gift.
Pick a brief, write, get feedback, repeat.
Speed up with fundamentals: killer headlines, audience insight, tight structure.
Read Ogilvy, Alastair Crompton, Luke Sullivan. Not just copywriting books, but fiction, journalism, psychology. The best copywriters are curious about people and how they think.
Collect copy that works. Ads that made you laugh. Emails you actually opened. Subject lines that stopped you scrolling. Ask yourself why they worked.
Take a workshop (mine are hands-on, no theory bloat), and practice daily.
Don’t wait for permission.
What does ‘freelance copywriter’ mean?
A freelance copywriter works independently. For multiple clients, rather than for one employer.
Think of it as hiring a specialist for a specific project, without the overhead of a full-time salary.
For clients, that’s often a good deal. You get senior, experienced writing talent on demand – for a campaign, a website relaunch, a product launch – without the cost of keeping someone on the payroll year-round.
For the copywriter, it means variety, autonomy, and the chance to work across industries. (I’ve written about everything from superannuation to garden hoses. Never a dull day.)
At times, it’s scary. Not knowing where the next project is coming from. But after 40 years, the work keeps coming in.
I’ve been freelance for most of my career. It suits the work. And, if I’m being honest, it suits my personality.
(BTW: the word ‘freelance’ comes from the knights of old who didn’t fight for any one ruler. They were a ‘free lance’ for hire.)
How much do copywriters earn in Australia?
Wildly variable, but here’s a 2026 estimate:
- In-house: $70k–$120k/year.
- Agency: Similar, seniors hit $150k+.
- Freelance: $900–$3k/day; websites $4k–$10k.
Specialists (tech, finance) charge more.
Cheap copy costs double: missed sales hurt worse than the fee.
How long does it take to write good copy?
Longer than people expect.
A great headline might take five minutes – or five days. Not because the writing is slow, but because the thinking takes time. Understanding the audience. Finding the right angle. Knowing what to leave out.
A rough guide for the Australian market?
A single webpage, perhaps a few days, including research and revisions.
An email campaign: allow a week.
A full website: four to eight weeks, depending on complexity.
Rush jobs are possible. They cost more, for good reason.
And whatever the timeline, build in revision time. The first draft is rarely the last. (In my experience, it’s never the last.)
Do I need a copywriter, or can I just write it myself?
Maybe both. Here’s how I’d think about it.
You can absolutely write your own copy. Especially if you know your audience, have a clear message and enjoy writing. Some of the best copy I’ve ever read was written by founders and small business owners who just said what they meant, plainly and honestly.
But there are times when a professional copywriter earns their fee many times over: when the stakes are high (a new website, a major campaign, a pitch); when you’re too close to the product to see it as a customer would; or when you’ve tried writing it yourself and it’s just… not landing.
There’s also a third option: get trained.
Learn the fundamentals, understand the craft, then write your own copy. That’s partly why I run workshops. Because the best investment isn’t always hiring someone to do it for you.
What questions should I ask when hiring a copywriter?
Good question. Here are the ones that matter:
Can I see relevant samples? Not just their best work, but work similar to what you need. A copywriter brilliant at email may not be the right fit for social. Ask for proof.
Have you written in my industry before? Not essential, but helpful. If they haven’t, ask how they’d get up to speed.
What do you need from me to get started? A good copywriter will ask for a brief, background, audience information and examples of what you like (and don’t). If they just ask ‘what do you want it to say?, that’s a red flag.
What’s your process for revisions? How many rounds are included? What happens if you’re still not happy? Get this in writing.
What are your rates, and what do they include? Hourly, daily or per project? Does it include research, strategy, revisions? Clarity upfront saves awkwardness later.
And one more, which most people forget: Are you actually available? Good freelancers get booked out. Check before you fall in love with their portfolio.
Do you run public copywriting workshops in Australia?
Yes. Hands-on workshops and masterclasses.
Online, right around the world.
Face-to-face in Sydney, Melbourne, Brisbane, Perth, plus Auckland/Wellington.
Dates on the courses page, or hit me up for in-house (smarter for teams: tailored, one fee, up to 30 people).
Can you run a copywriting workshop for my whole team?
Yes. And honestly, it’s often the best option. In-house training means I tailor everything to your industry, your challenges and your team’s existing skill level.
Up to 30 people. One fee. I review samples of your team’s existing writing and incorporate them into the day. By the end, everyone’s working from the same playbook, which is half the battle.
Much better value than sending everyone to a public course, and far more relevant.
What topics can you cover in a workshop?
The short answer: anything to do with words, ideas, persuasion or communication.
My core workshops cover copywriting fundamentals, digital copywriting (web, email, social), advanced copywriting and ideation.
But over the years I’ve also run tailored sessions on brand voice and style guides, presentation skills, content strategy, briefing processes, business writing, and more.
If you can’t see what you need on my website, just ask. The chances are I’ve run something similar before, or I can build it.
What’s the difference between a copywriting workshop and a writing course?
A good question, and the answer depends on who’s delivering it.
A lot of ‘writing courses’ teach grammar, style and structure in the abstract. Useful. But not enough.
Copywriting workshops should teach you how to think strategically about a reader, how to find the idea, and how to make words do a specific job.
My workshops are built around doing, not just learning. Exercises, real examples, your own writing reviewed on the day. You leave with techniques you can apply straight away. Not just theory.
Presentation Skills FAQs
What is presentation skills training?
It’s how you turn ‘death by PowerPoint’ into ‘damn, that landed’.
I cover structure (how to organise your material), storytelling (how to make it memorable), delivery (how to use your voice, your body, your slides), and handling nerves.
Which, by the way, affects more people than you’d think. Research suggests public speaking anxiety affects more than 7 in 10 people. It’s not a character flaw. It’s just a skill that hasn’t been practised yet.
My workshops cover all of this. With a particular focus on how to make your ideas land, not just how to stand in front of a room.
Confidence without the cheese.
How do you beat presentation nerves?
Breathe.
Reframe: it’s not about perfection, it’s about delivering for the audience.
Prep ruthlessly (know your open/close back to front). Know your material, your structure and your opening so well that you could start without thinking.
Pause before you start (it feels longer to you than it does to the audience).
Focus on what you want the audience to get from the session, not on how you’re coming across.
Practice aloud (not just in your head).
Build slides and decks that are light on text, heavy on audience-engaging images.
Presentation skills: two half-days enough?
For most? Yes.
It’ll give you structure, delivery hacks, and instant fixes you use tomorrow.
Deeper skills (storytelling, high-stakes pitches) take multi-sessions. Like gym: one workout starts momentum, consistency builds strength.
Ideation & Creative Services FAQs
What do you mean by “creative services” or ideation?
Ideation is the process of generating ideas.
Not waiting for inspiration to strike. But deliberately, systematically coming up with concepts, solutions and fresh angles. Trawling, not fishing. (More on that in my blog.)
It matters because good ideas are the engine of everything else. The best copy, the most effective campaign, the most memorable presentation, they all start with an idea. And ideas aren’t magical. They’re produced.
Can creativity be learned?
Yes. Absolutely.
Creativity isn’t a talent. It’s a process. The people who are reliably creative aren’t waiting for a lightning bolt. They’re applying techniques, asking different questions, combining things in unexpected ways.
I’ve been described as ‘creative’ for over 40 years. What I actually am is someone who has learned how to generate ideas on demand. Even when tired, stressed, or staring at a terrible brief.
That’s a skill. And it can be taught.
My ideation workshops prove this every time. People who walk in convinced they’re ‘not creative’ walk out with 40 ideas on a flipchart. It’s one of my favourite things to watch.
Hiring & Practical FAQs
Where are you based, and where do you work?
I’m based in Sydney, Australia.
I work across Australia and New Zealand. Face-to-face for copywriting projects and workshops, online with clients anywhere in the world.
Over the years I’ve worked with clients in Australia, New Zealand, the US, the Middle East and the UK. Good copy doesn’t have a postcode.
What industries do you work in?
Most of them, over 40 years.
Financial services, superannuation, healthcare, law firms, technology, FMCG, retail, education, not-for-profit, government, property, hospitality, professional services.
Some copywriters specialise in a vertical. I specialise in the craft. Which means I bring a fresh perspective. And no bad habits from the last client in your sector.
How do I get started with a copywriting project?
Drop me a line. Email or text is best. I’m often in workshops, so calls can be tricky.
Tell me what you’re working on, what you need, and roughly when. I’ll come back to you quickly.
If we’re a good fit, I’ll ask for a brief (or help you write one). From there, we agree a scope and timeline, and I get on with it.
I’ve had clients come to me with a ‘help!’ phone call and no brief at all. That’s fine too. Sometimes the best place to start is a conversation.
Do you write a brief, or do I?
Ideally, you do – then I refine it.
A brief written by the client is almost always more useful than one written by the copywriter, because you know things I don’t: your audience, your product, your history with this problem.
That said, I’m happy to help. I’ve developed briefing documents over 40 years, and I know the questions that matter. If you’re stuck, we can work through it together.
One thing I always say: a great brief is the best gift you can give a copywriter. It’s not a constraint: it’s wings.
Do you offer a newsletter?
I do. Every Monday morning I curate the best articles I’ve read that week. On copywriting, communications, psychology, marketing and the general strangeness of the digital world. And email them out at 8am.
It’s free. It’s quick. And (I’m told) it’s a genuinely useful kick-start to the week.
Sign up at themaxim.com/signup.