7 traits of great copywriters

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!

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8 comments so far ↓

Comment #:1 by Star Riley » Jun 16, 2007 at 5:06 am

5 out 7 not bad I guess I.m on my way This is a great idea I suggest everyone should subscribe to your ezine after all even if your not planning to change careers it sure pays to stay abreast of things that effect every one. Copy especially “sales” copy hits across all borders from birth. Keep up the good work and thanks.
Comment #:2 by Marvin Haycock » Jun 18, 2007 at 7:53 pm

Finally something really useful about the task of copywriting.

Ask your average copywriting ‘chancer’ about what’s needed to be a successful copywriter and they’ll probably guess “creativity” and “good communication” but you hit the nail on the head with “Congenial”.

I’d trade a copywriter that has great communication skills and a bunch of original ideas for one that has an intense interest in people any day.

Make the readers’ believe that you understand them and know where they’re coming from and you’ll have a customer every time.
Comment #:3 by DaJuan » Jun 19, 2007 at 3:26 pm

You are giving away information and training that many of the so called “gurus” are selling at astronomical prices.

Thank you for providing excellent information
Comment #:4 by Friendly Ghost » Jun 20, 2007 at 5:27 pm

I’m sooo pleased I just subscribed to this blog! Great topic and so much else for me to read up on. And I’ll even overlook the typo in ‘Diciplined’…!

Cheers
Friendly Ghost
Comment #:5 by Miguel Alvarez » Jun 20, 2007 at 6:05 pm

Hey Ghost. Thanks for stopping by and for pointing out that typo (fixed now).
Comment #:6 by raj » Jun 26, 2007 at 12:13 am

Thanks for the great article. I’ve always wanted to copywrite and I find that I meet 6.5 of the 7 points above. Time to take a copywriting course
Comment #:7 by Stephen Monday » Dec 3, 2007 at 1:48 pm

Bravo! For your seven traits of great copywriters. As a minister of the Gospel, I was
astounded to find that Christian copywriting
has grown into a 7.5 million dollar a year
business! I love faith based writing, and this market is getting bigger and biger every year,
where ten or so years ago, there was not even a niche for it!
Comment #:8 by Scott » Jan 28, 2008 at 6:20 pm

I can’t thank you enough for the information. Not only have you inspired me to study harder to to make the most of this gift I’ve been given. I expect the quality and effectiveness of the copy on my website to improve dramatically!!