Numerous oft-repeated qualities of a good copywriter are so self-evident that they make one question whether or not they were actually created by authors. To what extent do variations of “good writing skills,” “knowledge of the English language,” and the ever-vague “creativity” figure prominently in the opening statements?
Without fail, every skilled copywriter has them all.
And if the point of these pieces is to go the obvious route, I’d at least like to see one recount the other traits most professional writers seem to have in common: panic attacks, an obsession with getting every word just right, and a fear that the next piece will reveal them as a fraud. Everything that is typical.
By this, I mean: if we (rightly) assume that every copywriter already possesses the pre-requisites, what then distinguishes the great from the so-so?
Skills of Successful Copywriters
Someone with Superb Research and Interviewing Skills
A perfect copywriter would have in-depth knowledge of the subject at hand and could draw only from it to craft engaging text. Although it is not always the case, copywriters must frequently switch gears and work in a variety of fields. Thus, it is imperative that they immediately become fully proficient.
Conducting thorough research requires more than just a few Google searches or a careful reading of any client-provided materials. Good copywriters recognise that interviewing the right people is not only a necessary but also a crucial part of getting the task done.
One, talking to someone with a vested interest gives you a new perspective that can guide where your content goes. Two, rather than sifting through a mountain of data without any context, it is much more effective to speak with an industry insider.
Having a solid understanding of the target demographic
When asked about the significance of knowing your audience, the legendary copywriter David Ogilvy once said, “If you’re trying to persuade people to do something, or buy something, it seems to me that you should use their language, the language that they use every day, the language in which they think. ” This quote exemplifies why it is essential to have a firm grasp of your target demographic. We make an effort to write in the common language.
When writing quality copy, whether it be advertisements, ebooks, blog posts, or headlines, it is helpful to have an awareness of the ways in which the target audience thinks, talks, and searches for information. If this does not happen, the efforts could result in campaigns that are completely ineffective.
Obtaining an in-depth familiarity with a target demographic obviously cannot be done in the absence of the research and interviewing abilities required.
Learner Who Is Aware of When Her Curiosity Has Been Satiated
A copywriter is competent to perform research and conduct interviews, but if she does not have an intrinsic curiosity for learning, her efforts will not be sustainable. However, there is a good chance that the desire to learn is already present if one is currently working as a copywriter and reading articles about the characteristics of a great copywriter. In point of fact, the opposite is true and continues to be true.
Sometimes copywriters get so caught up in understanding the specifics of whatever it is that they’re researching that they put off writing because they think there must be some element that they missed that will make their copy stronger. This causes them to procrastinate. In other words, they are unable to distinguish the woods from the trees around them.
Copywriters of high calibre are aware that, in order to write persuasive copy, their primary focus should be on gathering as much information as they can on both the target audience and the product itself. When there is very little time, it is impossible to become an expert.
The following is a well-kept secret regarding copywriters. The majority of copywriters, at one time or another, have either a) considered themselves to be writers, b) are writers on the side, or c) are making efforts to enter the writing profession. Copywriting, in contrast to journalistic writing or creative writing, is focused on marketing a product or service, despite the fact that it involves creativity and the written word. Yes, certainly well-written material does a better job at that, but at the end of the day, writing is not the product; rather, it is a tool used to market a product.
This is a crucial point of differentiation. In an effort to create the impression that their work is some sort of high-minded art, poor copywriters frequently pad their writing with flowery prose and other literary tricks. Or, if they are a bit more skilled, they will attempt to invoke the glory days of advertising by using long-form copy.
On the other hand, competent copywriters have an awareness of the contemporary environment. They are able to describe the sales and marketing goals, are educated about SEO and keyword optimization, and understand the importance of a headline that grabs the reader’s attention. In addition, they have an understanding of how customers scan and read content. They put off the rest of the activities until after work.
For a writer, to write is to make something out of nothing. For this reason, it’s not always easy to consider “killing your darlings,” even if doing so might result in a more robust copy. But that’s the catch of having a job in a really subjective industry.
Ignoring the advice of others is never a wise plan. If employees feel like they have to tread carefully around one another, it can lead to animosity and a drop in productivity. Even if they may not always be correct, good copywriters stand by their beliefs.
A perfect copywriter would have in-depth knowledge of the subject at hand and could draw only from it to craft engaging text. Good copywriters recognise that interviewing the right people is not only necessary but also a crucial part of getting the task done. It is essential to have a firm grasp of your target demographic. Direct response copywriters of high calibre are aware that, in order to write persuasive copy, their primary focus should be on gathering as much information as they can on both the target audience and the product itself. If a copywriter does not have an intrinsic curiosity for learning, her efforts will not be sustainable.
Copywriting is focused on marketing a product or service, despite the fact that it involves creativity. In an effort to create the impression that their work is some sort of high-minded art, poor copywriters frequently pad their writing with flowery prose and other literary tricks.