Traits of Successful Copywriters
People who write copy need much more than just great writing and savvy selling skills. They also need to work under tight deadlines and with an assortment of personalities involved in a project: clients, marketing managers, creative directors, graphic designers, account executives, editors, and many others. Copywriters must be creative on demand while simultaneously producing copy that consistently achieves objectives.
Not surprisingly, then, the top two traits of successful copywriters are:
The ability to work well under pressure
The ability to work both independently and collaboratively
Successful copywriters tend to be:
Imaginative
Aesthetically inclined, visually as well as verbally
Enterprising
Detail oriented
Good researchers
Keen listeners and observers
Multitaskers
Efficient time managers
Well read, with interests in many areas
Nevertheless, anyone who hires, manages, or works with copywriters will expect them to know the fundamentals of copywriting and how copy fits into the grand scheme of things. It's also helpful if you know:
The rules of proper English
The writing style conventions specific to copywriting
The different elements of copy — headlines, lead lines, taglines, captions — and how to use them
Proofreaders' marks
Proper manuscript format (which depends on the type of piece being produced)
Computer proficiency, including word processing and online editing programs (such as Microsoft Word's Track Changes feature)
Working knowledge of media production: graphic design, typography, and layout
Working knowledge of the media for which the promotional piece is being written: publication, broadcast, Internet, interactive, audiovisual (multimedia)
The basic principles and practices of advertising, marketing, and public relations
Standard business and client relations protocol
Familiarity with the market and industry for which the promotional piece is being created
And if all that isn't enough, if you aspire to be a freelance copywriter you'll also need to be:
Well organized
Goal oriented
A savvy self-promoter
A good negotiator (because you'll be pricing and quoting a lot of projects)
Disciplined
Wow. It sounds like a lot. Does every copywriter have all these traits? Rarely they do. Some are strong in some and weaker in others, as with any profession. However, the more skilled you become in each of these areas, the better equipped you will be to succeed in this fascinating and rewarding field.
