What is spec work in copywriting?
Spec work is copy written without a client, usually to show how a writer would approach a real brand. The writer picks an ad or a page that’s actually running, rewrites it, and explains the reasoning.
Why writers do it
It demonstrates judgment, not just output. Client work shows what a writer produced under someone else’s constraints; spec work shows what they’d do given the choice. It’s also the honest way to show range in a category where a writer hasn’t yet been hired.
Examples
The Open Farm and Zillow Home Loans rewrites on this site are spec.
Related
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