Writing Across Industries: How to Prepare for Copywriting in Any Field
- jordan
- Sep 2, 2025
- 3 min read
One of the most common questions I get as a copywriter is, “How do you write for so many different industries?”
On any given week, I might be drafting content for a baseball historian, a small business attorney, and a nonprofit director: all with completely different voices, audiences, and goals.
It all comes down to having a process. Over time, I’ve built a system that helps me prepare for each client, no matter their field, and show up ready to write in a way that feels authentic to them.
Here’s a look at how I approach it.
Step 1: Researching the Knowledge Base
Every project starts with immersion. Even if I don’t have deep expertise in a client’s industry, I need to understand enough to write with authority.
Here’s what I do:
Read what they read. I look at trade publications, industry blogs, and even competitors’ websites to see what’s trending. A great way to do that is to subscribe to weekly newsletters for each industry, so I can see what’s in the air for each industry.
Build a mini glossary. Each field has its own language. Creating a list of key terms helps me use the right vocabulary naturally.
Ask smart questions. Early on, I schedule time with clients to hear their perspective on their industry. These conversations often reveal insights I’d never find in online research.
Step 2: Identifying the Right Voice
Voice is one of the biggest differentiators between brands. A personal injury attorney, for example, needs a tone that conveys authority, trust, and empathy. A baseball historian, on the other hand, might thrive on storytelling, nostalgia, and enthusiasm.
My process here includes:
Studying existing content. I review their past blogs, newsletters, or social posts to identify voice patterns. It’s like watching season after season of Downton Abbey and you find yourself talking in a British accent; you need to immerse yourself to connect to the voice you’re emulating.
Clarifying adjectives. I ask clients: “Should your brand sound approachable or formal? Bold or conservative? Serious or playful?” These descriptors become my guide. These are things that business leaders may never have thought about before, but these leaders know their brand best; their descriptors are a crucial cornerstone of their copy.
Writing sample passages. Before diving into a big project, I’ll draft a short piece in their voice and ask for feedback. This ensures alignment early. After working together and finessing the voice, my clients can feel comfortable letting me have some more range.
Step 3: Differentiating Audiences
Every piece of copy should speak to someone specific. To do that, I break down who that “someone” actually is.
For each client, I define:
The primary audience. Who are they trying to reach? A potential client? A donor? A partner?
What matters most to them. For attorneys, it might be peace of mind and reliability. For nonprofit leaders, it could be mission alignment and impact.
The emotional driver. People don’t just make decisions on facts: they want to feel understood. I keep that front and center in my writing.
This ensures that even if two clients are in the same industry, their messaging doesn’t blur together.
Step 4: Streamlining the Process
Writing for multiple industries could feel overwhelming if I reinvented the wheel each time. That’s why I’ve created systems to keep me efficient without sacrificing originality.
Some of my go-tos:
Client profiles. I maintain a “voice and brand” sheet for each client, which includes tone notes, audience details, and any brand guidelines. These living documents get tweaked with each meeting and a bit of feedback I get from my clients.
Ongoing feedback loops. I check in regularly with clients to make sure the content is landing the way it should—and adjust as needed.
These systems keep me organized while still allowing for creativity.
Step 5: Bringing It All Together
At the end of the day, my job as a copywriter is to help each client sound like the best version of themselves. That means digging into the details of their industry, crafting a voice that resonates, and shaping content for the audience they most want to reach.
It’s not always easy to switch gears from industry to industry… but with the right process, it’s not only possible, it’s energizing. Every project stretches me to learn something new, and every client gets content that feels true to them.
I love being a copywriter because it truly is a creative exercise each week.
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Written by Jordan McAndrew
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