There are many obvious characteristics a writer should possess. They should have strong writing skills, extensive knowledge of their target language, creativity, and impeccable grammar. Copywriters also know the fundamentals of persuasive writing and have experience in core skills like writing a headline, value propositions, landing pages, sales emails, advertisements, and press releases. The thing is, every professional copywriter possesses these basic competencies.
But no one wants an average copywriter for their luxury brand, do they? You want a writer that goes above and beyond to understand your company's DNA and its audience, one who is well-read and informed and who excels at receiving feedback and outsourcing when necessary. One that is beyond just so-so. We took a look at what we think it takes to be a great copywriter and shared the top five qualities to look for in your next writing partner.
Exceptional researcher
You may find yourself working with a copywriter who is an expert on the subject matter at hand. They've had years of experience working with your niche and have written about similar topics. But in most cases, a copywriter has had to pivot from industry to industry to work with new clients, allowing them to become highly adaptable. A great copywriter knows how and where to do the research beyond what the client sends with the brief. They'll, of course, head to Google but also dive into social media channels, forums, and perform competitive analysis.
A copywriter's research goes beyond the industry or topic and extends to studying a brand's DNA, such as their tone of voice, branding documents, core values, and backstory.
Understands the audience
A copywriter with experience in your industry has a prior understanding of your target audience. Many great copywriters have carved out a niche for themselves. This way, they master the technique of messaging to that specific customer and are more productive and happy doing it.
Even if a copywriter has experience with your clientele, there is still research to be done on your audience. If you're an established brand, a great copywriter will pour over your social channels, product reviews, and company documents, such as personas. If you are a new brand, they will work with you on determining your audience and developing your tone of voice.
Well read and informed
The best writers are always reading, even if it's just for fun. Any form of reading will help master the English language and boost creativity. But a great writer keeps up with industry and marketing trends, especially since digital marketing is constantly evolving. They also stay in the loop of news within their industry. For example, they may learn about the latest trends and designers in fashion. They keep an eye on who the top brands are in their niche, what they are doing, and what catches their eye, then catalog their inspiration.
As we shift into a post-pandemic era, consumers are changing how they shop and obtain information about the brands they love. Great copywriters stay on top of the shifts happening in the world and how it affects the work they create.
Willing to seek help
The most sought-after writers are always more than willing to seek out help to produce the best work for their clients. Most freelance writers work alone or in tandem with an editor, but the great ones will stay in contact with teachers, mentors, and past coworkers for advice and feedback.
A copywriter who encourages an interactive and collaborative planning phase is another excellent sign. They come loaded with questions for their client to ensure the project at hand is clear, and everyone is working towards the same end goal.
How your copywriter interacts with you during the feedback phase is also critical. A great writer believes in their work but understands that they may not always be right. They are open to making changes to their writing if it provides the client with the desired outcome.
Time management
Great copywriters have a dialed-in system to ensure their client's projects are submitted by the deadline. A lot of time goes into copywriting when considering the planning, research, outlining, writing, and feedback phases. To stay on schedule, a copywriter manages these stages appropriately. As we mentioned, quite a lot of research goes into copywriting, so writers need to control the time it takes to investigate the topic and audience. The best copywriters keep themselves accountable and their clients on track.
Are these qualities you are looking for in a potential copywriting partner? Our team has the experience and the know-how to make your luxury brand stand out in a competitive marketplace. If you feel inspired, take a look at our portfolio here and get in touch today.
