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What Makes a Good Copywriter?
By: Craig Wright
If you need high quality copy for a brochure, direct mail, newsletter, advertisement, optimised web copy, or some other form of marketing, chances are that your company will benefit from using a copywriter. But what makes a good copywriter?
There are hundreds of copywriters advertising their services on the Internet. Many have entered the profession via careers in sales and marketing. Some are good writers but without the marketing and communication knowledge to provide top quality copy. The best copywriters are trained writers with expert knowledge of writing copy that sells.
So how can you recognise a good copywriter?
Good copywriters are invariably out-and-out writers. They will have a background in writing, and quite often writing will be a dominant aspect of their lives.
A good copywriter will:
· Recognise the selling points of your goods. A good copywriter will quickly identify the benefits your products and services offer to your customers.
· Identify and develop the message that your company is trying to communicate.
· Target your customers and meet their expectations. A good copywriter will be able to address your customers directly by using appropriate language and style. They will also ensure that your copy sells to your audience and provides the information that your customers need - simply providing an overview of your company and product or service is not enough. Your marketing copy needs to grab the attention of your customers and involve them. It must answer their questions, capture their imaginations, and remove their doubts.
· Write copy that is concise, crisp, and creative. Your marketing copy needs to grab your customers' attention and be easy to read. They should have an eye for a good headline and be adept at word play. Their copy should have a flow and rhythm that leads the reader from one line to the next, and through their careful use of vocabulary they should persuade your customer to take action.
The copy should be unique to your company, suggestive, persuasive, and suited to your corporate image. While often the best copy is conversational, some companies need to be seen in a different light. A copywriter will recognise this and ensure the copy sells your image as well as your products and services.
· Use vocabulary that is suited to your customers. The language needs to be appropriate to your customers - it must not alienate or patronise them. Judging the correct level of vocabulary is a difficult task, and is often an innate skill of a good writer. It is not a talent that is easy to learn.
· Write copy that is grammatically correct.
· Quickly understand the basic framework of your industry. Copywriters don't need to have worked in an industry to write successful copy, but they must have an understanding of your market or the ability to learn the basics very quickly.
· Apply recognised marketing techniques in their copy.
· Be dedicated and responsive. They will respond to your requests quickly, dedicate their time and effort to your project, react positively to late changes and requests, and be adaptable throughout the project cycle.
· Have a character that suits your business culture. It is important that you find a copywriter easy to work with. Good copywriters will ask questions - lots of questions - and you need to be able to communicate with them. That's why you should look for a copywriter who has all of the skills and attributes already mentioned as well as a personality that suits your company.
StrayGoat Copywriting provide a high quality copywriting service that sells. Our copywriter, Craig Wright, is a versatile writer with copywriting and technical writing experience. He has a proven track record of delivering copy for brochures, newsletters, web pages (including web optimised pages), direct mail, reference manuals, online help, and tutorials.
Craig is highly qualified and is a good team player. His affable, easy-going approach combines well with his enthusiasm for writing, ability to learn complex concepts quickly, and dedication to providing the best possible copy.
If you need a reliable, dedicated, and high qualified copywriter, contact Craig now at: craigwright@straygoat.com or call +44 07845221528.
StrayGoat Copywriting is based in Coventry in the UK. It is ideally situated to serve the West Midlands, Warwickshire, Leicestershire, regions. However, we are happy to work remotely to provide copy for businesses from other regions and nations.
About the author:
Craig Wright is a successful copywriter and technical author based in Coventry, England. He writes for StrayGoat Copywriting (www.straygoat.com) and a leading software company in the utilities industry.
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