7 traits of great copywriters

June 12th, 2007 · 10 Comments · Tags: Copywriting · SEO Copywriting

Who or what is a copywriter anyway? A copywriter is a good communicator who can weave words to create mental images and vividly project and express the benefits of a product, entice the reader to take action or persuade her to a pre-defined point of view.

Copywriters are a completely different breed than most writers because using words to sell is a very singular undertaking. Copy starts out with the same goals as other writing: to get and hold peoples attention; but the main difference lies in the final goal of the copywriter…

Copywriting is not created to entertain, report news or to tell a story; good copy might do any or all of those things, but its goal is always to sell and persuade - and if a sale is not made, if persuasion has not taken place and if no measurable action has resulted, then copywriting has not done its job.

After studying copywriting and copywriters for well over 12 years, I’ve come to identify a certain group of common traits among the best copywriters in the business. These are the traits that define a great copywriter:

Great copywriters are…

* Creative: They can examine almost any subject from different perspectives.

* Smart: Great copywriters can interest themselves and comprehend a variety new subjects quickly, they have an insatiable thirst for knowledge of all kinds, they have an unstoppable curiosity about how things work and they like to research each subject thoroughly.

* Good communicators: They can pinpoint in words and pictures the key benefits of a particular product or service and have the ability to express them clearly and concisely. This ability comes from a strong interest in language and images suggested by words.

* Congenial: They are empathic to people’s problems and needs and can quickly recognize both ends of an argument. They have a remarkable fascination in people and what makes them tick.

* Good readers: Copywriters love to read. Not only do they constantly study copy written by others, but they also read books on all subjects and actively look for works in a wide variety of styles. The most well-read copywriters even study poetry.

* Trendy: They love to stay up to date with the world in general. They keep their eyes open all the time and actively search for new trends and new interesting fields that they can research and get involved with.

* Disciplined: They are able to manage multiple jobs at once, they are detail oriented and always keep their deadlines.

Don’t worry if the above list doesn’t describe you completely. I’m sure that you qualify for at least one or two of the traits shown above… Most importantly, these traits are all abilities and skills that can be learned and honed over time… so now that you know what they are, strive for them constantly!