The Key Skill of a Copywriter: Exceptional Writing Ability

Copywriters only spend about 25% of their time actually writing. There’s a lot more to the craft, including researching and editing. But when [insert overused phrase here, such as: when the dust clears, when the rubber hits the road, when push comes to shove] copywriters are writers. And the copywriters that perform at the highest levels have exceptional writing abilities.

A quick review of some of the skills you must master to become a successful copywriter follows. But this is a blog post. Not a book. Not a course. That’s why I said: quick review. 

So, at the end of the post, you’ll get three links to help take your skills to the next level: a link to free copywriting resources, a link to books that can help you improve your skills, and a link to a list of the 40 skills and traits of top copywriters to help you focus on key areas to grow and improve.

But first, on to a brief look at some of the writing skills that successful copywriters use every day:

Writing Clearly and Concisely Without Losing Meaning

One of the primary skills of a successful copywriter is the ability to write clearly and concisely. They have the talent to express ideas in a manner that is easily understood by the target audience. By distilling complex concepts into concise and powerful sentences, copywriters ensure their message is communicated effectively while leaving a lasting impression on readers. 

Making Ordinary Things Sound Interesting

Copywriters who possess the ability to make ordinary things sound interesting have a special talent for capturing readers' attention. Through unique angles and storytelling techniques, they bring creativity and flair to their writing, transforming mundane topics into captivating and engaging copy. This skill allows them to differentiate their content and leave a memorable impact on their audience.

Emotional Impact

Copywriters understand the power of emotions in driving action. They have the ability to create copy that evokes emotions, connects with the audience, and elicits desired responses. By leveraging the right language, tone, and storytelling techniques, copywriters can establish a deep emotional connection with readers, making their copy more compelling and persuasive.

UX Writing

In today's digital age, copywriters also need to excel in writing clear, concise, and user-friendly copy for digital interfaces. UX writing involves crafting copy for websites, mobile apps, and other digital platforms that guides users and enhances their overall experience. By focusing on usability and clarity, copywriters can ensure that their words contribute to an intuitive and seamless user experience.

Knowing When Enough is Enough

Brevity is key in effective copywriting. Successful copywriters understand the importance of communicating their message without unnecessary fluff or overloading the reader with information. They possess the skill to convey their ideas succinctly, keeping the copy focused, engaging, and easily digestible. They know when to stop, leaving readers with a clear understanding of the intended message.

Simplifying Complex Information

Copywriters who can simplify complex information are highly valuable. They can break down intricate concepts or technical details into clear and easily understandable language. By communicating complex ideas in a concise and accessible manner, copywriters ensure that their copy resonates with the target audience and engages them effectively.

Writing an Effective CTA

A strong call to action (CTA) is a vital element of persuasive copywriting. Copywriters must skillfully craft CTAs that prompt readers to take the desired action, such as making a purchase or subscribing to a service. By using persuasive language and clear instructions, copywriters can drive conversions, increase click-through rates, and ultimately determine the success of their copy.

Headline Writing

The first point of contact between the audience and the copy is often the headline. Copywriters with expertise in writing effective headlines know how to grab attention, spark curiosity, and entice readers to explore further. A compelling headline sets the tone, creates a strong first impression, and maximizes the impact of the copy.

To Sum Up: Exceptional writing abilities are the foundation of successful copywriting. From writing clearly and concisely to creating emotional impact, simplifying complex information, and crafting compelling CTAs and headlines, copywriters with strong writing skills can captivate their audience, deliver persuasive messages, and achieve their desired outcomes. By honing their writing abilities, copywriters can excel in their craft and create copy that engages.

The links I promised at the beginning:

Free Copywriting Training 

17 Books Writers Must Read 

40 Essential Skills & Traits of Successful Copywriters