It’s clear that my company, Connotations, would be happy to have you as a client. However, we understand that some marketers might choose to hire their own copywriters instead of working with a company like ours. We completely respect that choice. You have to do what’s best for your business and the customers you serve.
If you plan to hire your own writers, we want to assist you by outlining what to look for. To help with this, we’ve created a list of five traits that make a good copywriter. Finding these qualities in your writers will help them create the content you need.
1. They Communicate in Simple Terms
Professional speaker, online marketer, and author Bryan Eisenberg gives a long list of characteristics pertaining to good copy writers on his website. Our favourite among them is that of simple communication. Eisenberg says, and we agree, that a good copy writer is able to communicate in simple terms.
Why is this important? Because creating content using technical jargon, advanced vocabulary, and phrases and idioms without broad-based appeal is one way to limit your audience. A good writer can present content in a way that anyone can understand and appreciate.
2. They Possess Knowledge of the Medium
Knowing the medium a writer is working with is essential. For example, writing for the internet must account for search engine optimisation and mobile marketing, where printed pamphlets and brochures are more ad copy oriented. Good copy writers are at least proficient in one specific medium. The best writers can adapt to multiple mediums.
3. They Can Work Independently or Collaboratively
Online marketing company IM Grind lists independence and collaboration as their number two quality of a good copy writer. How can they both be listed together, you ask? It is about being able to work both ways depending on the circumstances. For example, one client may send a project the writer’s way and expect him/her to complete it without any further input. Other times, clients want to collaborate throughout every step of the process. Then there are some clients who prefer a mixture of both.
Good copy writers are able to shift gears in order to meet the needs of the client at any given time. The writer who cannot work independently becomes a burden, while the writer who refuses to collaborate does not adapt well to client needs. Neither is acceptable.
4. They Are Informed and Able to Research
The best copy writers come to the job already informed. They are well read and attuned to staying up on current events. More importantly however, they are individuals able to do significant research quickly and efficiently. If nothing else, copywriting for the web means covering hundreds of different topics across one’s career. Moreover, because no writer can be an expert on everything, good copy writers know how to research effectively.
5. They Are Organised and Detail Oriented
Lastly, a good copy writer is an individual who is organised and has a good attention to detail. Both of these qualities are important inasmuch as marketing is a very fluid enterprise. Sometimes things move along at breakneck speed, requiring the writer to keep up with the very hectic pace. The poorly organised writer may fall behind quickly. As for attention to detail, we believe this is a big part of organisation. Writers need to pay attention to the details of every project in order to avoid rewrite orders and outright rejections.