Want to be a copywriter?

You want to be a copywriter…

You are probably just starting out, and want to know how to write genuinely compelling and effective copy that actually does its job. (Whatever that job may be – copywriting isn’t just about selling.)

Before you jump in at the deep end and learn how to write the text, you need to be sure you have the attributes to become a top copywriter.

Writing Skills
Plain and obvious. Or so you might think…

The beauty of copywriting is you don’t need to be a literary genius. You don’t need to have an English degree.

Writing copy is all about engaging the reader, putting yourself in the readers’ shoes, and writing as the customers speak.

While you should be aware of correct grammar – it can sometimes be a sin to obey it in copywriting.

Imagination
You don’t need to be a literary genius and you don’t need to be a ‘creative writer’.

Long, waffling descriptions is an absolute no no for copywriters. Short, simple and concise is the key.

But you do need an active imagination. Think of breakfast cereals. Quite a mundane product to sell. But if you watch the TV, you’ll note that good copywriters are always coming up with new, inventive ways to advertise breakfast cereals.

A businesslike approach
Most, if not all, of your clients will be business people – often in senior positions. They want to know they can trust you with their business, and rely on you to generate sales.

The last thing they want from a copywriter is someone who is going to give them a headache. You must be professional at all times.

Attention to detail
Journalists have the pleasure of sub-editors. Freelance copywriters don’t. You are the producer, designer, writer and editor of your own work.

Self motivation
Especially important if you are freelance. Hard work and self motivation are inevitably rewarded.

Although you don't have a boss (as such) standing over you, telling you to work harder and work faster – you still need to put the hours in and stick to deadlines.

Easygoing temperament
Like ghostwriting, copywriting is all about suppressing your own ego.

The customer is always right – even when they are obviously wrong.

You client is your customer. Your client pays your wages. Don’t risk falling out or arguing with your wage-payer because you disagree with his/her approach.

Listening and questioning skills
On average, you’ll get around 15 minutes worth of brief from your client. You need to know exactly what is required of you. Do not be afraid to repeat questions and do not be afraid to ask as many questions as you like.

The more questions you ask, the more detailed your brief, the better your copy. The more questions you ask, the more enthusiasm this shows to your client. This can help towards gaining future work from them.

Adaptability
You need to be versatile. You need to be able to write about anything. If you narrow down your topics too much, you risk your copy becoming trite and predictable.

You also narrow down your chances of finding regular work.

Persuasiveness
Not just to convince potential clients that you are the copywriter they need, but if there is one key feature of copywriting it is this:

The goal of a copywriter is to influence a reader to change their attitude or behaviour.

Can you persuade someone to buy a product? Change political party? Apply for a job? Stop smoking?

People skills
You need to be sociable and a ‘people person’.

You may be working for a mechanic one week and the director of a multinational blue-chip organisation the next. You need to be able to talk with them in their language.

People buy from people they like. At any stage of the spectrum.

You need to be able to prove to potential clients that you understand them and understand what makes their business tick.


So there you have it; the skills to be a pro copywriter.

Do you have the necessary skills?

Well, that doesn’t really matter. The more important point – are you willing to work at these skills? If the answer is ‘yes’: enjoy your career as a successful freelance copywriter.

Writing For England
www.writing-for-england.co.uk