When it comes to writing copy, many people think the task is easy. In reality, nothing could be farther from the truth! Strong copy is essential to a successful marketing strategy, which, in turn, is essential to the overall success of your business. However, every individual is not capable of writing strong copy. Therefore, it’s important to enlist the help of a strong copywriter who can produce compelling copy that will help grow your business. Here are some of the characteristics to look for in a good copywriter.
1. A New Perspective
On a daily basis, most people are bombarded with thousands of marketing messages. Therefore, most of us are used to blocking out these messages. A good copywriter can find a new angle to get people to pay attention. He or she should find an angle that resonates with an audience and find a larger story behind the message. Copy with a new angle is more likely to grab the audience’s attention and resonate.
2. Finds Connections
It’s important to connect the product or service being sold with real people’s experiences. Strong copy connects the product to people’s lives. A good copywriter understands the target audience and how the audience can benefit from your product or service. He or she can then use the real-life experience to convince members of the audience that your product or service will enhance their lives.
3. Writes Strong Leads
One of the most important aspects of good copy is a strong lead. The purpose of the first line of content is to get your audience to read on to the second line. Therefore, it’s important to write leads that will draw attention and make audience members want to read on. A good copywriter can write strong leads that will grab the reader’s attention and make them want to continue to read the rest of the content.
4. Good Listener
It’s essential that your copywriter fully understands your core market. He or she should listen to your potential customers to learn about their wants and needs. Listening closely to your audience is the best way to ensure that your content is properly targeted to your audience and that it addresses their needs and concerns.
5. Clear and Direct
It’s very important that your copywriter creates copy that is clear and concise. He or she should reduce wordy phrases, avoid vague wording, and be direct with his or her writing. Your copywriter should avoid hyperbole. It’s important to celebrate your company’s achievements, but using exaggerated words like “groundbreaking” and “revolutionary” will help convey your business’s success without instilling skepticism in the readers.
Your copywriter should be very knowledgeable about modern copywriting. He or she should not attempt to make the content high-minded or too detailed. The content should be marketing-driven and focused on educating the consumer with direct, simple language. Your copywriter should also be highly knowledgeable about proper SEO tactics in order to ensure that your content is easily accessible to your potential customers.
7. Not a Perfectionist
Quality content is important, but your copywriter should not be a perfectionist. Copywriters must produce a high volume of content. Therefore, they cannot be worried about perfection or preoccupied with multiple rewrites. Although any piece of content could be continually changed and improved, a good copywriter knows when his or her content is strong enough to accept and publish.
ImageWorks, LLC | CT Blogging and Copywriting
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