copywriting skills

Being a successful copywriter requires a specific set of skills. Understanding those copywriting skills is important when you’re a business trying to hire a writer. Your goal should be finding a copywriter that can go beyond the basics of strong writing, creativity, and excellent English language skills. The Express Writers team knows what it takes to be a successful copywriter because we work with them every day. That’s why we’re sharing 12 crucial copywriting skills you should look for when hiring your next copywriter. With these 12 abilities, a copywriter can deliver creative, high-performing writing that can improve your conversion rates and keep your customers coming back for more. 12 Copywriting Skills Businesses Need When Hiring Writers The best copywriters work hard to turn their raw talent into incredible writing, earning money for every word they produce. A copywriter with these 12 skills will deliver the superior writing that your business needs. 1. Stellar Research Skills Most copywriters are writing experts first and may have one or two other areas of expertise. However, with stellar research skills, a copywriter can quickly learn the information they need to knowledgeably write about a variety of subjects as they navigate between clients and industries. To establish your business as an expert in your industry, you need a writer that knows how to find credible, reliable resources. Good copywriters can tell the difference between a high-quality, authoritative resource and an unreliable one. Plus, they know how to cite trustworthy studies and statistics to back up their claims. So look for copywriters that know where they need to look to find the right information, whether online resources or somewhere else. If you regularly interview subject matter experts, you’ll also want dedicated copywriters willing to interview them to improve their content. 2. A Good Understanding of the Target Audience  Knowing the intended audience for a piece of writing can have a major impact on how it is written. For example, an article written for experts in your field will look very different than one written for beginners. When choosing your copywriter, make sure they know who your intended audience is. A good copywriter should have no problems adjusting the tone and language of their writing to fit your industry and audience. Consider the words of renowned copywriter David Ogilvy: “If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think.” 3. Adaptable Writing Skills  Frequently, a copywriter has clients from multiple industries with vastly different content requirements. Being able to quickly adapt their writing style and voice for different clients and audiences is a crucial skill for any successful copywriter. Writers who lack this skill will find themselves frustrated with continually changing demands and strategies. The best writers can quickly pivot to new requests without breaking a sweat. 4. Knows When to Stop When a copywriter is unfamiliar with a topic, they can use their expert research skills to learn more. However, some writers may inadvertently research too much. They get caught up in learning every detail instead of focusing on what they need to know now. The best copywriters understand their limits and know when they have gleaned enough information to effectively write about your products for your audience. If you have tight turnaround times for your copy, you need a writer who knows when they’ve done enough. Knowing when to stop also applies to perfectionists. If a copywriter is solely focused on creating perfectly finished copy before submitting it to a client, they risk missing deadlines and losing a lot of sleep. You want a writer who takes pride in their work but doesn’t get lost in the minutia of creating industry-focused content. While most professional copywriters seek to create a career-defining, perfect piece, the best copywriters understand that the pursuit of perfection is fruitless. 5. Knowledge of Modern Marketing Principles  Copywriting, unlike creative writing, is solely meant for selling or promoting something else. Some copywriters, especially when they are first starting out, may make the mistake of trying to add their own personality and unique style to their copywriting. They may try to add extravagant language or unnecessary creativity to their copy to make it seem more literary. This kind of writing distracts from the purpose of copywriting. On the other hand, copywriters have a firm grasp of modern content marketing best practices. They understand the short attention spans of readers, have a handle on SEO concepts, and realize their writing targets specific audiences who need a product. This allows them to save their creative efforts for projects outside of work. 6. Can Take Criticism Well To write is to create. When the times come to edit your creation, many writers struggle with the idea of “killing your darlings.” Doing this eliminates potentially self-serving language with the goal of improving the overall message. In the copywriting field, copywriters need thick skin to accept feedback from editors and clients. If a writer continually rejects criticism, their productivity will likely suffer and they won’t get repeat clients. The best copywriters understand that everyone thinks about ideas differently and know it’s important to work with your client to create a piece that matches their vision. Plus, keeping an open mind means leaving space to improve your own writing. Sometimes critiques can sting, but it’s part of being a successful team player and brand copywriter. Express Writers, for example, believes that feedback from our clients is the only way to improve and align writing style and brand vision. We don’t think it’s a negative and train our writers to be open when someone else has a different idea. 7. Is Confident but Not Driven by Ego While copywriters should be open to accepting criticism, you want them to know when their ideas are worth sticking up for. There are times when your writer will have a different way of thinking than you do, and … Read more