What a copywriter does

People often think copywriters just write tweets or ads. But this post from Alex Lieberman shows the real deal: it’s everything from speeches to whitepapers to internal comms.

Marketing analysis

This tweet nails the “expectation vs. reality” formula. It reframes a misunderstood role by listing all the unseen but valuable work behind it. It’s a quick way to establish authority, educate, and humblebrag without bragging.

Why it works

• Uses contrast to reset expectations
• Turns a list into proof of expertise
• Educates while entertaining
• Inspires trust through transparency

Examples

• Agencies showing “behind the scenes” work on LinkedIn
• Designers contrasting “what clients see vs. what we build”
• SaaS companies sharing “features we don’t advertise” posts that drive engagement