What A Good Copywriter Has To Have

'There's a way to do everything better, find it' T.A. Edison

When I told my friend Leo, a banking executive, that I was starting a career as a copywriter he made the ‘what?’ face, the conversation went downhill:

-You want to be a copy fighter?
Ha ha. No, a copywriter.
A coffee grinder?
No, A copywriter!
- Oh, ok... And what’s that?

This wasn’t the only time I had to explain what a copywriter is. I did it to friends, family, former co-workers and almost anyone who had no idea what a copywriter is (this is a lot of people). This unknown quality appealed to me.

Now, after going back to school, reading a ton of books and formally work as a copywriter, I am sure I made the right decision.

So, for the last time, here’s my definition of what a copywriter is: it is the respectful guy/gal (usually very smart and a total hottie) who produces ideas and copy (text) to promote, to advertise, to sell, to inform and to educate in media, web, printed material and other communication channels. 

A good copywriter possesses a vast acknowledge of spelling and grammar rules and how and how to break them, but also a set of skills and acknowledge that help him or her to write effective copy. Some skills you learn, some of them you were born with. In my opinion, some characteristics of a great copywriter are:

• Creative thinking: Creativity is the process to came up with original ideas. It is as simple as that, but even when it sounds simple, it could be a complex process for some people. To be a creative thinker you must go outside the box. I am not talking to ‘go outside the box’ as they say in business: think outside the box but do not cross the line and stick to the rules. Nope. This is  about going seriously crazy. Let your mind fly. Think in what can’t be possible nor real. I can’t assure you your idea is going to be good, but your originality has to be. Start the engine of your mind and don’t stop until you ran out of gas. Write your ideas, your thoughts, your dreams, movie lines, song’s lyrics, even jokes. Do free writing and brainstorming. Always original, not a second-rate version of somebody else.

Library pancakes stack, syrup anyone?

• Technical acknowledge: I know amazing copywriters who have never take a course in English or the language they write copy in. People who have never read a book about SEO and are awesome web copywriters. If you are in that group, congrats! However, for most of the rest of us, technical acknowledge is required to become competitive. Advertising, marketing, communications, SEO strategies, social media, graphic communication, copywriting, business, grammar, writing and editing are some, but not all,  the fields in which a good copywriter should be proficient and skilled at. Always keeping yourself up to date in new writing techniques, market behaivours, marketing and advertising strategies, communications approaches and trends. Courses, seminars, books, internet and some good magazines are great tools to take in account. At the end, one or two certificates hanging in your wall provide you proven acknowledge and academic experience that your clients will like. Invest in yourself. Your mind is the best professional asset you have.

Look at me, I'm an expert in writing on windows!

•  Expertise in the topic you are writing about: One of the things that I enjoy the most of being a copywriter is that I never know what the next project will be about. I have written copy for so many different services, events and products that all of them are very particular. The great copywriter must become an expert in the matter he or she is writing about. If you are writing for funeral services, apps for iPhones, caregivers, cupcakes stores, government or any other topic, you must make your research and get as much as you need to become a guru. This will allow you flow in your writing as an ice skater in the rink. It opens up your imagination in an incredible way and gives you credibility and expertise.

These and other personal and professional aspects plus experience are important components in being a great copywriter. At the end we all want to produce excellent work and our skills and acknowledge are the key.

I gotta go back to be a coffee grinder.