A copywriter must be …

A copywriter must be …

… able to tell a product’s story in an interesting way that can differentiate it and make it successful. 

… a fierce editor, judging their copy by its ability to generate the desired response.

… knowledgeable about what keeps their target audience up at night before they start writing.

… aware that if the rhythm ain’t right, the words have less impact.

… a voracious reader, understanding that immersing themselves in good writing is one of the best things a writer can do to become a better writer.

… cognizant that making an emotional connection with their target market gives their words more power to influence their audience and persuade them to take action.

… intimately knowledgeable about the rules so they can bend and break those rules specifically to their best advantage.

… one part writer and one part marketer.

… able to deliver value to their clients by delivering value to their prospects/customers.

… focused on how the targeted audience will respond to the message, not how well written or clever their writing is.

… comfortable using the power of regret to help the prospect see themselves in a picture they want to avoid

… aware that copywriting doesn't start or stop with just the words.

… willing to build a deep understanding of the target consumer and their emotional and intellectual triggers.

… willing to occasionally break the unwritten rules of how things are “supposed” to be done.

… focused on a defined goal for each piece of copy, making every word contribute towards that goal.

… able to write how their clients’ customers talk.

… knowledgeable of why the buyers of a product or service are excited about what they get from it and then get potential buyers to feel that enthusiasm to the point they will buy it.

… anything but boring.

This post was inspired by world-class copywriter Eddie Shleyner who was "doing some research for a neat project" and wanted folks to finish the sentence: A copywriter must be … 

He wanted one answer. I came up with these 18 and sent him 3.