Anyone can learn the art and science of copywriting.
But there are some qualities exceptional copywriters have that make them stand out from the rest.
If you are either looking to hire a copywriter to write a sales letter, an email newsletter or a website copy or you want to get better as a copywriter, this article is for you.
Here are 7 qualities of exceptional copywriters.
1. Clarity in Writing
Copywriters understand their work is not to show off their vocabulary skills but to persuade readers to take the desired action.
People will lose interest in a copy if they have to check the dictionary to understand certain words.
To become an effective copywriter, you need to be able to convey your message using simple words.
2. Show of Empathy
A good copywriter knows the only way to get through to his audience is to empathize with them.
To put himself in the reader’s shoes, address their fears and objections, know what pricks their interest and curiosity, understand their pains and frustrations.
Without in-depth knowledge of these factors, readers will not connect with the copy. People want to feel an emotion before they bring out their wallets to buy.
Good copywriters know how to use this to their advantage.
3. Masters of Brevity
Anyone can write a 1000 words but it takes a pretty good copywriter to turn it into 400 persuasive words.
Brevity is needed in the digital era where most platforms have limited characters.
Copywriters need to be able to pass their message across in fewer words and still maintain the same or even better level of impact.
4. Knows how to Drive Emotions
Humans are driven by feelings.
According to Harvard Professor Gerald Zaltman, 95% of purchasing decisions are subconscious.
Emotion is what drives the purchasing behaviour, and decision making.
Great copywriters know to how to speak less of features and more of the benefits and transformation a product or service has to offer.
5. Highly Imaginative
Most times, prominent copywriters have wild thoughts.
By looking at a white sheet, they can travel a long distance in their mind, pick relevant experiences and return to add them in their copies all within minutes.
This works closely with empathy. A writer may decide to have a conversation with consumers in order to see through their eyes.
However, the result is to write an emotional and conversational copy from the information gathered.
6. A Touch of Humour
People are more drawn to entertaining content than informative content.
A copywriter’s job is not to make readers laugh like a hyena but to make a copy interesting enough to grab the reader’s attention all the way to the end.
Most times, the state of mind influences the mood of copy produced.
Talented copywriters should make it a priority to take care of themselves and maintain a good state of mind.
7. Ability to self-edit
One of the greatest traits of exceptional copywriters is the ability to self-edit.
They read their work and imagine if it would make sense to the audience.
They won’t be too confident in themselves if what they do is put out mediocre copies, expecting clients and customers to force it down their throats.
Wrapping it up
There you have it! 7 qualities to look out for in exceptional copywriters.
Most copywriters were not born with these qualities but with time, experience and constant practice, they can have it all.
Do you have any quality to add? Let me know in the comments.
Want to learn how to write persuasive copies that will make you rich? Grab a copy of my Copywriting Beginners Handbook.