2025 Copywriter’s Manifesto
Where Copywriting Is Headed in 2025 and Beyond — and What It Means for Writers…
From the Leading Voice in Copywriting Education Since 1997
Introduction
Copywriting — the art of using words to persuade — has long been one of the most valuable and accessible skills anyone who loves to write can learn.
Since 1997, when AWAI first introduced it to a new generation, thousands have used this skill to build lives of freedom, flexibility, purpose, and financial independence.
After all, this is a business you can start with no overhead… just your ideas, your laptop, and a desire to write.
And your writer’s life?
It’s a life that serves you.
No commute. No dress code. No meetings that could’ve been emails. No one dictating how your day will be spent.
Just your thoughts, your words, your work — done your way, from anywhere.
That’s the life thousands of writers have built…
But today, for the first time, some are wondering:
With the rise of AI… and more people than ever discovering this path… is copywriting still a smart skill to learn?
Is that writer’s life still possible?
This brief but important manifesto answers those questions — with clarity, confidence, and proof.
On this page…
- THE FEAR: The Truth About Copywriting in 2025
- THE FACTS: Writing Isn’t Dying — It’s Growing
- THE SWEET SPOT: Where the Biggest Opportunity Is for New Writers Today — and Why It’s Not Going Anywhere
- THE PATH FORWARD: Learn the Right Skills, and You Can Build the Career You Want
- THE WRITER’S LIFE: STILL REAL, STILL POSSIBLE… MORE ATTAINABLE THAN EVER
- About AWAI
- What We Believe
SECTION 1
THE FEAR:
The Truth About Copywriting in 2025
Let’s start with what everyone’s thinking — but not always saying.
“Isn’t AI replacing writers?”
“Isn’t the market too crowded now?”
“Does anyone actually make a living doing this anymore?” Fair questions. Especially now.
Because if you’ve been paying attention, you’ve probably seen…
- headlines warning that AI is “coming for your job,”
- a flood of people calling themselves copywriters online, and
- a million courses promising to turn you into a six-figure writer overnight.
It’s enough to make anyone pause and wonder if this path is still real — or the window has already closed.
So let’s set the record straight.
Yes — things have changed…
AI is here.
It’s fast. It’s impressive.
It’s reshaping the writing world.
But what most people miss is this:
AI doesn’t eliminate the need for writers — it increases the need for good ones.
Businesses aren’t saying, “We don’t need writing anymore.”
They’re saying, “We still need writing that works — but now we need it to be faster, smarter, and more strategic than ever.”
For anyone thinking about becoming a copywriter in 2025, that’s not a threat…
It’s your opening.
Because if you know how to write persuasively — and how to guide or enhance that writing with AI…
You’re not just relevant…
You’re essential.
And no — the market isn’t too saturated.
Yes, more people are calling themselves “copywriters” than ever before.
But most have only surface-level skills.
They don’t understand marketing.
They don’t know how to write for real business goals.
And they have no idea how to work with clients.
That’s why so many struggle — and why so many businesses are still searching for real help.
What does that mean for you?
If you’ve ever dreamed of making a living as a writer…
Or building a flexible, rewarding career helping businesses grow…
You’re in the right place, at exactly the right time.
But only if you understand what today’s market really demands — and how to rise above the noise with skills that matter.
That’s what this is.
This is our “manifesto.”
Our call to all writers ready to move forward with clarity and purpose.
Want to download a
free copy of this Manifesto?
SECTION 2
THE FACTS:
Writing Isn’t Dying — It’s Growing
Despite all the headlines, the truth is clear:
Writing isn’t going away…
It’s growing.
According to a March 2025 study by Coherent Market Insights, the global market for copywriting services is projected to grow from $29.28 billion in 2025…
To $48.9 billion by 2032.
That’s a near $20 billion increase… representing $2.8 billion in NEW spending on writers each year!
That’s not a market in decline.
That’s a market in demand.
And the momentum doesn’t stop there.
Statista reports that digital ad spending rose from $549 billion in 2022…
To $790 billion in 2024…
And is expected to hit $870 billion by 2027…
Meanwhile, Forbes reports that nearly half of small businesses plan to increase their marketing efforts in the coming year…
But they’re facing a major challenge:
“Small business owners say they just don’t have enough time to plan their marketing because they have so many other responsibilities.
Yet, when they finally carve out some time, business owners complain that working on marketing takes too long, so they continue to put it off.”
That’s where you come in.
When you know how to write persuasive, strategic, business- building copy — and you know how to work with clients in a clear, professional way — you become indispensable.
Businesses still need to reach people.
They still need to sell products, explain ideas, build trust, and connect emotionally.
And they still need writing that works — writing that moves people to action.
And it’s not just the data…
It’s happening in real time, with real writers.
Right now, our members are…
- landing steady retainer work with small and medium-sized businesses;
- helping professional service providers with newsletters and client communications;
- applying their skills to help organizations, charities and nonprofits expand their reach and impact; and
- using AI tools alongside strong writing fundamentals to take on more clients with less stress.
From writing emails to managing blogs… From landing pages to lead magnets…
There is no shortage of opportunity for writers who combine persuasive writing skills with smart strategy and clear communication.
Where’s this demand coming from?
While large corporations are more likely to start experimenting with AI content teams and automation…
Millions of small and midsized businesses — the backbone of the economy — are moving in the opposite direction.
They’re not looking to automate everything.
They’re looking for real writers they can build relationships with and trust to handle their message — so they can focus on what’s important:
Running their business.
According to an April report from the marketing firm Evenbound, AI “lacks strategic thinking, creativity, and brand voice consistency… [and] still requires a human to align efforts with business goals and customer needs.”
There are three major groups driving this surge in demand…
1.Small and Midsized Businesses
From local retailers to niche agencies to growing e-commerce brands…
These companies don’t have full-time marketing teams.
They rely on skilled freelance writers to keep content flowing and customers coming in.
They’re looking for people who can manage…
- blogs,
- websites,
- social posts,
- email campaigns,
- lead magnets,
- and more.
They don’t want a robot.
They want a writer they trust to bring a human element to their business’s marketing efforts — and speak to their customers as they might if they were face-to-face.
2.Professional Service Providers
We’re talking about the experts in your own community:
Doctors. Lawyers. Accountants. Veterinarians. Engineers. Consultants. Coaches. Contractors.
They’re masters of their craft — but they’re not marketers.
They’re not copywriters.
And they’re not interested in learning AI tools or writing newsletters.
What they are interested in is finding a dependable partner — someone who can step in, “get it,” and handle their message with confidence and care.
In both of these growing sectors, we’re seeing a rise in fractional marketing roles…
Part-time, ongoing relationships where a writer becomes a trusted marketing asset.
It’s flexible. The pay is consistent. And it’s in high demand.
3.B2B (Business-to-Business Companies)
From software to manufacturing… logistics to finance… consulting to technology…
B2B companies sell their products and services to other businesses — not the general public.
And that changes everything.
These sales are complex, involve multiple decision-makers, and often take weeks or even months to finalize.
Which means trust, clarity, and credibility are everything.
Yet in recent years, B2B buyers have been bombarded with AI-written messaging — much of it generic, confusing, or just plain wrong.
The result?
Many are tuning out. Trust has eroded.
And now, companies are looking for real writers again — people who can understand their audience, simplify the message, and restore credibility to their marketing.
As copywriter and B2B expert Steve Slaunwhite puts it…
“I’m hearing it from clients everywhere… They’re frustrated with AI copy. What they want now are clear, persuasive messages that connect — written by someone who gets it.”
The opportunity for writers within these three markets is massive…
Just B2B alone…
Because of all the moving parts involved in B2B-specific transactions, the global B2B market was a whopping $19 trillion in 2024… and expected to grow to over $47 trillion by 2030, according to TechSci Research.
That’s larger than the entire GDP of the U.S. and China combined!
What’s more…
According to Statista, just in the U.S. alone — B2B advertising and marketing spending is projected to reach $69.3 billion by 2026.
That’s up from about $59.5 billion as recently as 2024!
How We’re Meeting This Moment —
and Preparing Writers to Lead
These changing needs are exactly why we’ve evolved our training programs at AWAI.
We’re not just teaching copywriting.
We’re teaching what it means to be a writer today — in full command of the skills today’s businesses need.
Every core course is now built around five essential abilities:
- Persuasive Writing
- Marketing Strategy
- Using AI as a Creative Accelerator
- Editing and Optimization
- Client Acquisition and Business Building
Because this is the reality:
The writers who succeed in 2025 and beyond…
Will be the ones who master these skills — and step confidently into the roles businesses are eager to fill.
Upgrade Your AI Skills
Get access to our all-in-one, professional membership for learning, growing, and making a great living as a writer — with ongoing training, expert tools, and up-to-date resources for building a successful writing business in today’s AI-powered world.
SECTION 3
THE SWEET SPOT:
Where the Biggest Opportunity Is for New Writers Today — and Why It’s Not Going Anywhere
So where does all this leave you — the aspiring (or evolving) writer wondering if there’s really a place for you?
Right in the sweet spot.
Because while AI reshapes certain corners of big-company content production…
An even larger — and more welcoming — opportunity is expanding every day.
And it’s this:
Becoming the go-to messaging partner for small and midsized businesses, especially professional service providers.
These businesses don’t need complex funnels or content on a massive scale.
They don’t want gimmicks or trendy tools.
What they do need is a reliable writer who can help them…
- stay visible
- build trust, and
- attract and retain clients.
They’re looking for someone who can…
- understand their business,
- communicate their value clearly,
- write content that connects and converts,
- work efficiently and reliably, and
- use AI tools to streamline (not replace) the process.
That’s the job.
Not writing ads for global brands.
Not chasing social trends.
Just helping real businesses grow — one thoughtful piece of writing at a time.
A Relationship Business Needs
a Relationship Writer
All businesses are people-serving. And people-serving businesses run on connection and trust.
Whether they’re financial advisers, physical therapists, estate attorneys, or home renovation experts — their success depends on forming human relationships with the people they serve.
That means their content — from websites to emails to social media — needs to feel personal, approachable, and authentic.
That’s where today’s writer shines.
One of the simplest, most effective ways to break into this market?
A simple monthly e-newsletter.
Not a glossy, corporate production.
Just a brief, helpful message that reflects the personality of the business — and keeps them top of mind with clients and prospects.
Many AWAI-trained writers start here:
- They connect with the client once a month,
- talk through stories, questions, or ideas,
- then turn that conversation into a warm, engaging email or newsletter.
This one project often becomes the cornerstone of a long-term client relationship.
And from there, more needs arise naturally:
- Updating website copy
- Creating lead magnets to attract new prospects
- Writing follow-up emails and welcome sequences
- Adding blog posts to boost traffic and credibility
- Writing simple, authentic social media posts
These are the day-to-day marketing materials that drive real business growth.
And they don’t come from an AI prompt.
They come from a skilled writer who listens, understands, and delivers.
Trust Earned = Work Secured
Once a business finds a writer they trust — someone who gets their voice, their message, and their goals — they don’t want to let them go.
And for the writer, that means…
- steady work,
- long-term relationships, and
- reliable income.
Because even as AI generates mountains of generic content, what actually cuts through is content that feels human:
Authentic. Conversational. Empathetic. Persuasive…
Writing that sounds like you’re talking to me.
That’s not going away.
That’s growing.
And the writers stepping into that role today — with the right skills, the right mindset, and a clear understanding of what businesses actually need — will be at the center of it all.
And then there’s this rising
concern around AI itself…
As systems like ChatGPT churn out more content, they’re increasingly trained on their own outputs…
A pattern that researchers now warn leads to something called AI model collapse.
What that means is that without real human input, these models grow less accurate and more distorted over time.
Or as a 2024 article in Nature put it,
“The model becomes poisoned with its own projection of reality.”
That’s why your voice — your experience, your empathy, your insight — will always be valuable.
Because in a world of machine-generated content, real, personality- driven human writing will always rise above.
Want to download a
free copy of this Manifesto?
SECTION 4
THE PATH FORWARD:
Learn the Right Skills,
and You Can Build the
Career You Want
What’s always made copywriting such a popular and attainable career path for people who love to write…
Still holds true today.
You don’t need a writing degree.
You don’t need marketing experience.
You don’t need to be a tech expert.
Anyone can learn this.
But today — more than ever — what you do need is a clear path…
One that teaches the skills modern businesses truly value…
And shows you how to use those skills in the real world.
That’s exactly why AWAI has reimagined its training from the ground up.
Because it’s no longer enough to just know how to “write copy.”
To succeed in today’s market — and stand out from AI…
Writers need a complete, modern skill set.
The Five Core Skills
Every Modern Writer Needs
At AWAI, we believe every modern copywriter should be trained in these five core areas…
Not just to stay relevant — but to lead.
Not just to get work — but to become indispensable.
These are the skills that define the modern writer…
And they’re at the foundation of every training program we create:
1. Persuasive Writing
At the heart of every great piece of copy is a human connection — and the power to inspire action.
We teach writers how to use emotion, logic, proven structure, and storytelling to move people — whether it’s to click, subscribe, donate, or buy.
This is the timeless craft of copywriting.
And in today’s AI-assisted world, it’s more valuable than ever.
2. Marketing Strategy
Words work only when they serve a purpose.
That’s why we teach writers to think like marketers — to understand how businesses attract leads, build trust, and turn written content into revenue.
When writers see the bigger picture — where each message fits into the customer journey — you stop guessing…
And start writing with more clarity and confidence.
3. Using AI as a Creative Accelerator
AI isn’t the enemy — it’s a tool.
We believe modern writers must know how to collaborate with AI:
To brainstorm, outline, draft, and revise faster…
While keeping their unique voice and persuasive edge.
AI can speed things up.
But only a human writer can make the connection real.
4. Editing and Optimization
In today’s content-heavy world, the most valuable writers are the ones who can refine.
Whether it’s your draft or an AI-generated one…
The ability to shape it into something clear, compelling, and client- ready is what sets you apart.
Because great writing is really great rewriting.
And in an age of instant output, your power lies in what you do after the first draft.
5. Client Acquisition and Business Building
The best skills in the world won’t matter if you don’t know how to get hired.
We teach writers how to find clients, present themselves professionally, and build a steady, reliable income doing work they love.
This is how a writing skill becomes a real business — and a fulfilling life.
Whether you want to write part time, build a full-time career, or position yourself as a strategic marketing partner…
These five skills will make you credible, confident, and in demand.
And you don’t have to do it alone.
AWAI is here to walk you through every step.
One Skill…
A Lifetime of Opportunity
The world is changing.
Technology is evolving.
But the need for clear, persuasive, human communication is not going anywhere.
In fact, it’s becoming the most valuable skill a writer can have — especially when paired with the right tools and training.
If you’ve ever dreamed of building a writing career — one with freedom, flexibility, purpose, and security…
Whether that means working from home, living abroad, or simply having full control over your time and income…
Now is the time to step forward with confidence.
The opportunity is real.
The path is clear.
And your future as an in-demand writer in this AI era is waiting.
Upgrade Your AI Skills
Get access to our all-in-one, professional membership for learning, growing, and making a great living as a writer — with ongoing training, expert tools, and up-to-date resources for building a successful writing business in today’s AI-powered world.
SECTION 5
THE WRITER’S LIFE:
STILL REAL, STILL POSSIBLE… MORE ATTAINABLE THAN EVER
I hope it’s clear to you by now:
Despite the headlines…
Despite the fear mongering around AI…
The truth is simple — and powerful:
There has never been a better time to build a career around writing.
Businesses — especially the multiple millions of service-based businesses, B2B companies, and solo professionals — still need writers they can trust.
Writers who understand persuasion.
Writers who respect the reader.
Who can bring strategy, empathy, and a human voice to their marketing.
These businesses don’t want more content.
They want clarity.
They want creativity.
They want connection.
They want someone who “gets it.”
And gets them.
That’s the real opportunity right now.
Not just to write…
But to build a life around writing — one that gives you more control, freedom, and security than ever before.
Because in a world flooded with clutter, noise, and rising consumer skepticism…
The right words still matter.
And if you know how to use them — with skill, strategy, and speed… You can write your own ticket.
Which means living a life that’s meaningful, flexible, and all together yours.
The Writing May Be Changing…
But The Writer’s Life Certainly Hasn’t!
We’ve spent this Manifesto tackling the big questions.
We’ve looked hard at the changing landscape of writing…
What businesses really need now…
And where AI fits in — and where it doesn’t.
But before you set out to claim what can be yours… we want to take you into what could be your future.
Imagine this:
You start your day when you’re ready and rested.
No alarm. No scrambling. No bosses waiting for you on a Zoom call.
Instead, you take a brisk walk in the fresh morning air, go for a swim, or take time to sip your coffee at the little café down the street.
Then you ease into your workday…
Not into traffic.
Not into endless meetings.
But into a quiet space you’ve created — that’s just yours.
A desk by the window with an inspiring view. A playlist you love. Your laptop. Your thoughts…
And you begin to write.
But not just “any” writing…
As a skilled copywriter, you get to choose the kinds of projects you take on.
You pick the clients you respect.
You write about topics that interest and inspire you.
You spend a few focused hours bringing clarity to a message you believe in… helping a business you love grow… earning money with every word.
Then you log off, early if you like… .
Maybe head out for a hike, a tennis match, lunch with a friend — whatever you want.
This can be your life now.
A life where you decide how your days unfold. Where your work is meaningful.
Your time is your own.
And your income?
There are no limits — and so many places this skill can take you.
You’ve built something better.
A life of freedom, flexibility, and control — built around words… built around you and the things and people you love.
That’s what’s still possible.
In fact, it’s more possible now than ever.
So if you’ve been wondering…
if this career is still real… Yes, it is.
if it’s too late… No, it’s not.
and if AI has changed everything… Yes, it has… but only for the better.
And that’s the best news we could give you.
Because with the right training, guidance, and support…
You can become the kind of writer businesses need most now.
And live the kind of life you’ve always imagined.
The writer’s life.
And we’ll be here to teach and guide you, every step of the way.
Ready to Get Started?
If this inspired something in you…
If you’ve been wondering whether a professional writing life is still possible — or even more possible — in this new AI era…
Know this:
There’s never been a better time to begin.
Whether you’re starting from scratch or reigniting an old dream, AWAI is here to help.
We’ve been guiding writers since 1997 — through every shift in the industry — and we’re doing it again now.
We offer step-by-step programs that teach…
- the foundational skills every persuasive writer needs;
- the most in-demand writing projects businesses are hiring for today; and
- how to use AI tools effectively to speed your process, enhance your work, and unlock new opportunities.
Wherever you are on your journey — we’ll meet you there.
Because the future of writing is already here.
And it’s ready for you.
Visit www.awai.com/join to explore our free resources, download our 9-step blueprint, get daily job listings, and sharpen your writing and AI skills.
Or dive into one of our self-paced training programs from our extensive training catalog when you’re ready to learn a new skill, increase your earning potential, or level-up your writing career.
And if you’d like unlimited access to ALL of our courses and programs and help every step of the way…
Consider our highest level of membership, Circle of Success which gives you a personalized career plan, coaching, mentoring and a community of inspiring and supportive writers to guide you as you build the writing career of your dreams in today’s new world.
Whichever path you choose, know that AWAI is standing by to help — just as we’ve done for thousands of writers for almost 30 years!
Want to download a
free copy of this Manifesto?
About AWAI
AWAI (American Writers & Artists Institute) is the world’s largest and most respected organization dedicated to training copywriters and content writers. For almost 30 years, we’ve helped thousands of aspiring writers take control of their lives and income by mastering the in-demand writing skills businesses need most.
Founded by working copywriters and marketing chiefs looking to train new, much-needed talent, AWAI took off as more and more people recognized copywriting as a rare path to freedom — and one of the few reliable ways to earn an excellent living as a writer.
We’ve guided writers through every major industry shift: from the rise of the internet, to the content marketing boom, to the explosion of e-commerce.
And now, as AI reshapes the way businesses communicate, writers are once again turning to AWAI — not just to stay relevant but to lead in this new era of opportunity.
What We Believe
From the AWAI team — proudly training the world’s copywriters and changing lives since 1997…
And never wavering in our commitment to help you succeed.
We believe writing is a skill — not a gift.
Anyone who loves to write and is willing to learn can build a professional writing life with freedom, purpose, and income.
We believe great copywriters are made, not born.
Training, guidance, and feedback matter far more than natural talent.
We believe your time is valuable.
That’s why we focus on helping writers land their first paid assignments as quickly as possible — without gatekeepers or years of “paying dues.”
We believe in being paid well for work that matters.
Persuasive writing is one of the most valuable skills in business — and writers deserve to be paid accordingly.
We believe in the power of choosing your own path.
Whether part time or full time, freelance or fractional, your writing career should fit your life — not the other way around.
We believe your writing life should fit the life you want.
Whether that means working from the road, being home for dinner, diving deep into a niche you love, or writing just a few hours a day. The beauty of this career is that you get to decide.
We believe writers need community.
That’s why we create spaces where writers support each other, grow together, and celebrate the wins — big and small.
We believe you have the right to learn on terms that work for you.
That’s why we offer flexible programs for every kind of learner… from self-paced courses you can explore on your own, to live online events, to guided training with coaches and mentors by your side — and more.
We believe deciding to write is more than a career choice — it’s a bold step toward a better, freer life.
That’s why we’re here to support, encourage, and inspire you to keep going… so you don’t lose momentum on the path you were meant to follow.
Upgrade Your AI Skills
Get access to our all-in-one, professional membership for learning, growing, and making a great living as a writer — with ongoing training, expert tools, and up-to-date resources for building a successful writing business in today’s AI-powered world.
