Once upon a pandemic, I fell down a rabbit hole lined with marketing emails, oddly persuasive Instagram captions, and websites that made me think, “Wow, someone actually got paid to write this?”
That’s when it hit me: copywriting isn’t just clever—it’s a craft. And I wanted in.
Step One: DIY Copy School (a.k.a. Me + the Internet)
I devoured blog posts, free webinars, swipe files, and YouTube videos with thumbnail faces frozen mid-emphasis. I studied sales pages like sacred scrolls. I started spotting patterns—hooks, pain points, calls to action—and I got way too excited about subject lines.
It was thrilling, but also kind of chaotic. Like trying to learn to bake by watching a thousand TikToks but never quite getting the full recipe. I needed structure.
Step Two: Getting Strategic (Thanks, U of T)
Enter: the Strategic Copywriting certificate from the University of Toronto School of Continuing Studies.
Finally, a real syllabus. With deadlines. And feedback that didn’t come from my own inner critic. The course covered everything from brand voice to persuasive frameworks, email marketing to landing pages—and let me tell you, it was like a lightbulb factory in my brain.
It connected the dots. All those concepts I’d been piecing together on my own suddenly snapped into place. I wasn’t just writing clever lines—I was solving problems, shaping narratives, and guiding people toward action (without sounding like a used car salesperson).
What I’ve Learned (So Far)
– Copywriting isn’t about being cute (though a well-placed pun never hurts). It’s about clarity, empathy, and strategy.
– Good copy starts with listening—to your audience, your client, and sometimes, your own intuition.
– The editing process is everything. Your first draft is raw clay. Rewrite, reshape, repeat.
– Tone is a superpower. Casual, polished, quirky, trustworthy—it’s all in the delivery.
Bonus Realization: I Actually Like Marketing Now
Before this journey, I saw marketing as this slightly cringe world of buzzwords and manipulation. Now? I see it as communication with purpose. When it’s done right, it’s kind, clever, and helpful. It’s not about pushing products—it’s about connecting with people.
And that, I think, is kind of beautiful.
What’s Next?
I’m finishing up the Strategic Copywriting certificate from U of T and continuing to build my freelance business, polish my portfolio, and help others find the right words for their ideas, offers, and dreams. Whether it’s writing for educators, small businesses, or non-profits, I’m especially passionate about words that are accessible, inclusive, and human.
The Strategic Copywriting course has given me a solid foundation. My self-teaching continues to give me curiosity and scrappy resilience. And together? They’ve shaped the way I write, work, and think about the power of good copy.
So if you’re wondering whether you can learn this stuff? You absolutely can. Start scrappy, stay curious, and don’t be afraid to invest in your growth.
Now, if you’ll excuse me, I’ve got a three-part marketing campaign assignment to edit and a fourth cup of coffee calling my name.
Thinking about learning copywriting or hiring one?
Contact me or check out my portfolio.
Karly Stornel 