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 

 

Editing Trigger Warning

 Professor John McIntyre introduces his editing class to new students at Loyola University Maryland,

A few more thoughts on editing:

Editing. It’s like dieting; except a lot more violent. - Leya Delray  

 

I am a lousy copywriter, but I am a good editor. So, I go to work editing my own draft. After four or five edits, it looks good enough to show to the client. - David Ogilvy 

 

I’m a big fan of editing and keeping only the interesting bits in. - Sarah Vowell 

 

Writing is like riding a bike. Once you gain momentum, the hills are easier. Editing, however, requires a motor and some horsepower. - Gina McKnight 

 

Writing without revising is the literary equivalent of waltzing gaily out of the house in your underwear. - Patricia Fuller 

_________________________

You can always edit a bad page.
You can’t edit a blank page.
Jodi Picoult  
_________________________

 

Your manuscript is both good and original, but the part that is good is not original, and the part that is original is not good. - Samuel Johnson 

 

Let the reader find that he cannot afford to omit any line of your writing because you have omitted every word that he can spare. - Ralph Waldo Emerson 

 

A good editor is someone who cares a little less about the author’s needs than the reader’s. - Dene October 

 

Substitute ‘damn’ every time you’re inclined to write ‘very;’ your editor will delete it and the writing will be just as it should be. - Mark Twain 

 

It is perfectly okay to write garbage — as long as you edit brilliantly. - C. J. Cherryh 

 

On her game

I bought a house from a little old lady. 

Her back was hunched with osteoporosis. 

She walked with a slow shuffle.

Her hands were so arthritic that she had a special tool to hold a key so she could open a lock.

Dorothy was a realtor and when she took us to see homes, my wife and I were worried that she might not physically make it through the showing.

And, although she was slow and would never accompany us to the second floor or basement, we could tell how much she loved her work and how badly she wanted to find us the right house.

And she did.

And in the process, I learned a very valuable sales technique.

She started our business relationship with the same question all other realtors started with: “What do you want in a new home?”

But while the other realtors took the list of desires from that answer and started to research available properties, Dorothy asked a follow-up question.

And that follow-up question became a tool that I still use when selling, just like that little old lady whose frail body disguised a sales ninja.

“What do you like about your current house?”

When she got back to us with some houses she wanted us to see, at each showing she would relate how the house had many of the features we liked about our current house before showing us how it had many of the features we were looking for in a new one.

With one simple question, she was able to “get into our heads” and eventually she used that to find us the perfect home.

When you’re selling a product or service, after you ask the prospect what they are looking for in a new provider, ask them what they like about their current situation.

Be a sales ninja like Dorothy.

Headlines? I trust my process.

Find a process that works for you and then trust it.

For example, if I'm asked, "How do I write a killer headline?" 

I'll tell 'em my process ... a process I trust because it has worked and I believe will continue to work:

Write 10 headlines.

Yep, even if you think the first one nails it, write 9 more.

 

Now write another 15.

Just let ‘em flow. Don’t fine tune.

Go do something else.

Refreshed? Strike out 15 of the least effective (don’t delete, cross them out … you might want to check back with them later).

Pick your top 5.

Go do something else.

Read through the list and see if you can do better by combining the best elements.

Write the best three and delete the rest.

Go do something else.

Choose the best and use it.

Will my process work for you? 

It can.  Feel free to use it.

Or figure out your own process. Or find somebody else's.

All that matters is that it works.

And once you've found one that works, trust it.