7 Qualities You Want in a Copywriter
Copywriters are to business what salt is to cooking; often forgotten when things are good, but definitely noticed when it’s missing.
When it comes to digital marketing, there is nothing more important than strong copywriting. You can design a beautiful website, but all is lost if your visitors can’t understand what you’re saying. Because copywriting is more than grammatical correctness and flow, it is important to hire a copywriter who understands the value of great content.
As a bit of an expert in this space, I’m giving you my top 7 qualities you want in your copywriter when establishing your business’s digital presence.
Thorough Discovery
Copywriting often requires the writer to have knowledge of many different industries, particularly for those jumping from project to project. While a copywriter may not be an expert on every topic under the sun, it is critical that they supplement any knowledge gaps with thorough research.
This isn’t just a few Google searches and reviewing materials from their client; great copywriters dive deep into their subject matter to create both accurate and unique content. It is important for a copywriter to review credible secondary sources. A great copywriter would also look at conducting interviews with experts on the topic to get different perspectives and a first-hand look into their assignment.
They should be able to skillfully sift through the information, pull out the most relevant bits, and translate it in an original, engaging manner.
Trendy
Successful copywriters are curious by nature and have experience writing for a variety of audiences. This allows them to develop a unique voice for every piece and forces them to consistently find and create new points of view on common subjects. Great copywriters should have a solid understanding of current trends in digital marketing and the confidence to create written content for all the major platforms online.
Since copywriting is a tool used to sell products and services, it has to be well-written and persuasive. Your copywriter should understand how to develop content for the online user: writing that is designed for skimming, SEO, and sales objectives.
Identity Thief
Great copywriters will take time and care to understand the core of your business. They will ask a lot of questions, typically during an onboarding call, that will allow them to take on the identity of your brand. Onboarding your business allows the copywriter to clearly communicate what you do, how you do it, and why it matters to your customers. Effective copywriting invokes emotion in the reader, stands out from competitors, and oozes originality and flair.
Partnership
If you’ve hired the right copywriter, it should feel like you’ve taken on a temporary partner with a vested interest in the success of your business. Conversations involve a flow of ideas, some provided by you and the rest provided by your copywriter.
A great copywriter will want to hear your ideas to ensure your voice comes through loud and clear in the writing, as your voice is the best reflection of your business. As your new partner, the copywriter will go above and beyond to exceed your expectations. They know it’s imperative to go through the writing and editing process with you because constructive criticism breeds the most effective writing.
Understand Websites
Whether they’ve studied websites in a classroom or learned intuitively over their years of work, having an understanding of websites and keyword optimization is crucial. Great copywriters will understand the importance of SEO, headings, meta titles and descriptions, and customer behaviour online. As aforementioned, copywriting is more than just strong writing skills. It requires the ability to write as a sales tactic and for a variety of platforms.
This means they will be able to make meaningful suggestions regarding your website and create original, snappy content that will appeal to your visitors.
Additionally, the copywriter should be creating content that adds value rather than just taking up space because, in all honesty, the majority of people who visit your website or see your advertisement aren’t interested in reading. They’re interested in how you are providing them with value. A great copywriter will communicate that in a way that engages the customer.
Always Reading
Okay, this seems like a no-brainer, right? Well, you’d be surprised! This is where we separate the “good” from the “exceptional”. Exceptional copywriters are reading every day. It doesn’t have to be a 600-page novel, although, that would also suffice. Successful copywriters will read articles, case studies, reports, and other publications that keep them updated on the latest trends and provide new insights on subjects of interest.
And as an added bonus, reading allows the best copywriting to eternally improve their acumen of the English language.
Willing To Ask
Because copywriting is a solitary activity, there is a common misconception that copywriters work alone. However, truly remarkable copywriters understand that mentorship never stops. This means that they are always asking questions that will help them grow. Therefore, you should search for a copywriter that prides themselves on their fearlessness when asking for support from leaders in their field.
