What makes a great copywriter?

Venti Comms PR in Shrewsbury

In this post, we talked about the importance of hiring a professional copywriter to get your public-facing content into shape. But how do you know you’re working with a pro? Here are 11 things you should expect from a great copywriter.

#1. They don’t make mistakes – you should expect all your copy to be word-perfect, with no spelling or grammatical errors. Surprisingly, many companies have people writing their public-facing content without grasping the basics of grammar, such as the difference between ‘your’ and ‘you’re’.

#2. They understand syntax – syntax is a crucial yet often neglected part of copywriting; it relates to the structure of your sentences and how easily the reader can move through your text without distractions. Good copywriters should have a perfect grasp of syntax.

#3. They’re creative with language – many companies rely too heavily on the same words (‘exciting’, ‘ground-breaking’, ‘innovative’) and stock-phrases (‘We pride ourselves on…’); good copywriters should be much more creative with language to keep it fresh.

#4. They can make complex information easy to understand – from dry facts and figures to technical information, a good copywriter knows how to translate complex information into digestible, comprehensive and stimulating content.

#5. They can write for a variety of audiences and channels – it’s great to be able to talk engagingly to millennials, but a good copywriter should be equally capable of crafting content that speaks authentically to the 70+ age range, and everything in between.

#6. They’re natural news hounds – having a keen news sense is also imperative to producing captivating copy; a good copywriter can spot the strongest angles in your content and use them to create powerful press releases, blogs and whitepapers.

#7. They’ll help you nail your corporate tone of voice – brand consistency is just as important in written form as it is in visual form; a good copywriter will use language that gives audiences a strong sense of your corporate identity.

#8. They’re master storytellers – ‘storytelling’ is a big buzzword at the moment, but great copywriters have been telling compelling brand stories for decades.

#9. They inspire action – a great piece of copy inspires action from its readers, whether that action is creating excitement, developing trust, building awareness or paving the way for a direct sale.

#10. They work quickly – depending on whatever else they have scheduled for the week, a good copywriter can usually work very quickly. For those who aren’t strong copywriters but who’ve been tasked with it as part of the overall marketing mix, drafting a single blog post can take days; a good copywriter can do this within hours. 

#11. They understand SEO – a clear understanding of on-page and off-page SEO is vital to digital copywriting; a good copywriter can make sure all your key search terms are included, in a seamless way that doesn’t sound contrived.

Venti can transform your existing copy or create fresh, lively and stimulating new content that really sells your brand – find out how by dropping us a quick line or calling 07967 656190.

Lara Page