Traits and Skills of Great Copywriters

The term "Copywriter" often covers a bit more than just writing and marketing skills.  Not only do you have to get into the reader's mind, you need to keep them interested and entertained.  And in some cases you may need to do some "match-making", i.e.: match the reader's mindset with a specific product, and engage them with it (show them "why" they really must have it)... and all with your words and graphics.  To do this you need to have all of your material in a mentally smooth flowing and digestible form.

The one thing that is an "absolute must" is simple, but not so easy.  And that is once you've completed a piece, you MUST DISREGARD YOUR OWN POINT OF VIEW AS THE WRITER... AND VIEW THE PIECE AS A READER. It's always a good idea to have your piece reviewed by a cohort or third-party. The key question to ask them would be "Would this piece get you to buy the product?"

If you could watch their face or listen to their voice while they review the piece, it would immediately tell you whether the article is good or bad, and probably exactly where improvement is needed. Unless you can totally disassociate your mind from the article, and read it as the viewer, you really cannot be the judge of the content. 

Now, as far as what a copywriter needs to be a great copywriter, here are a few items (below) that I believe are needed:

A Great Copywriter needs to be:

1. a superior time manager
2. disciplined and well organized
3. both an imaginative and patient researcher
4. both detail and goal oriented
5. an excellent listener or observer
6. a selfsame-promoter and negotiator
7. computer literate
8. moderately well-versed in proper English, and often the local vernacular
9. knowledgeable of the usage of the different elements of copy and how to use them, i.e.: headlines, lead lines, taglines and captions
10. aware of the basic practices of advertising, marketing and public relations
11. have a working knowledge of standard business and client protocols
12. roughly familiar with the target market and industry for which piece is being created

Sounds like a lot right? Does every copywriter need to have all of these traits or talents?  Of course not! Some will be stronger and/or weaker in each area compared to others. This is just common in any industry. However, the more skilled you become in each of these areas, the better equipped you will be to succeed in becoming a "Great" copywriter.