I think most beginning copywriters start out the way I did. Read everything you can lay your hands on (a lot harder in the pre-Internet days) and emulate (sometimes copy, sometimes steal) the best stuff you can find. (Dorothy Kerr, a DM legend, used to say "Steal smart.")

With time and after having the chance to paddle around in many different kinds of copywriting, most of us develop our own unique voice and approach. My style, recognizable to my clients, is strong and conversational which works beautifully for my B2B clients, both print and web. (For my website, AdoptShoppe, a consumer ecommerce gift and bookstore, I write with a somewhat softer, more personal conversational style. The original J Peterman catalog was my inspiration for the long-form, looser catalog description approach.)

Other top folks have different styles. You’ll find some great "screaming" copy coming from the copywriters who do Agora, Boardroom Reports, and other consumer-type publishers. You’ll find wonderful storytelling copy coming from those who do travel, beauty and health products, and the like.

And the folks who write fundraising copy are a unique breed to themselves. Selling nothing but "a good feeling and a tax deduction", these pros know how to dig deep in the prospective donor’s psyche and make them feel every word.

Yes, we do need to adapt our voice for the clients we serve, but in time, the clients we serve will want the voice you’ve already developed. Listen to your inner guide. Respect what you like to write and what you don’t. Begin to make decisions as to what kind of copywriter you are and want to be — and for which clients. (I specialize in B2B information products/services but like to do other projects from time to time as a stretch.)

Before long you’ll develop a unique voice and specialty that you’ll be able to promote with confidence!

Essential Takeaway Point
One of the keys to being a successful copywriter is to develop your own unique voice and approach. "Steal smart" and then revise, rewrite and reframe to make it your own.