As a freelancer you tend to take on quite a few different tasks. It’s a variation that many like and, as a marketer, allows you to explore new avenues and discover and learn new skills.
I’ve had the privilege of being both a copywriter and the client and have, as a result, developed a bit of a deeper understanding on what I think makes a great content writer.
This article looks at the skills that I strongly believe good copywriters should have AND the type of input clients need to provide to copywriters for a great result.
So whether you are procuring (or writing) in long or short form (e.g. for social media) here are the 7 things that every good copywriter should deliver on.
1. Writing talent
Yes, I put this first as it’s simply a core requirement. Good copywriting is often not a skill that you can easily teach yourself. It tends to be more of a skill that is embedded in the person. And again, this has nothing to do with a capacity to write correctly - it has everything to do with writing in an interesting and engaging manner that captivates your audience.
2. Storytelling
Building on the point above, good copywriters are also great storytellers. They have an ability to take seemingly random information and manage to rebuild that pile of bricks into something viable, useful and interesting.
3. Insightful
Copywriters are also quite often extremely insightful. To prepare their content, they will take the time to research the topic on which they are working and will take initiative to propose certain angles and additional content to further strengthen the work.
4. Problem solving
I’ve had many clients that “kind of” know what they want, but often do not provide enough input to get a copywriter to do a great job. Good copywriters are therefore not afraid to ask hard questions and help solve problems.
5. Creative
Writers that I have worked with in the past were very much selected for their creativity! Seeing things beyond the box is an extremely valuable skill and will often turn a potentially boring piece of content into something people actually love to read (and relevant to the audience).
6. Adaptable
Different clients have different expectations in terms of approach. Being adaptable to the use of language, approach and vision of a client is key!
7. Enthusiastic
You’ll recognize great copywriting talent through enthusiasm. Most copywriters love to write and are naturally enthusiastic to help you take your content to the next level with you.
What copywriters need to do a good job
Just asking a copywriter to write something is not going to work - and I speak from experience.
Preparing a copywriter well will help ensure that your piece of content will be to your expectations. Here are the 7 things you need to provide.
A good brief: Everything starts with a good briefing. It does not have to be long, but needs to set out the expectations. Your brief should ideally include the following:
Purpose: What is it you are trying to achieve with the content?
Audience: Who are you trying to address (this helps the copywriter achieve the right tone of voice for example)?
Content: Providing your copywriter with the building blocks - for example the details of a new product or service. Also providing him details of your brand positioning is of great use so he/she stays within that framework.
Terminology: What are keywords that are important to your product or brand.
Data: Often forgotten! Numbers will give your content credibility as proof points! Give the copywriter some figures to work with.
Drafts & Deadlines: When do you expect a final version? Include a periodic draft feedback moment so you can comment and adapt as needed prior to the final version being delivered.
And if you find a good copywriter that suits you - keep him/her! That way you will not have to go through an extensive briefing every time - they will learn quickly.
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