Reading is fundamental. 

At an executive level, written words deliver the most critical information. On a personal level, you are able to read the nutrition facts on your Whole Foods.

Copywriters are excellent at communicating messages in text-form.

If you want to influence an audience, be (or hire) an excellent copywriter.

What is a copywriter?

A copywriter is essentially a marketing professional who can transform complex brand messages into easily digestible words and concepts in order to achieve a desired outcome.

How to Spot Good Copywriting

People get turned off by long, dense information.

Your company might offer great services– and you may want to tell people all about them– but you need to find the right balance between informing people (being useful) and selling (being annoying). 

Good copywriting distills the most essential information about your brand and marketing campaigns into just a few words.

The copywriting has a distinct personality.

Good writers have creativity in spades– but good writers are not always good copywriters. 

Good writers can spin complex ideas into words that resonate with people.

However, good copywriters can understand and assume a brand’s personality in text.

Good copywriters understand the way a brand speaks– thinks.

A good copywriter is an excellent researcher. She knows how to ask the right questions about your brand– and can effectively mimic its tone across various media.

The copywriting connects over selling.

Good copywriting connects people with the brands that wish to serve them.

Your copywriter needs to be able to build both logical and emotional bridges between your customer and your products. Effective copyrighting leaves your audience with a positive feeling toward you and your team.

Good copyrighting answers the question: “Why should people work with you?”

It conveys both the analytical and intangible reasons via text. 

The copywriting is focused on the end goal.

Good copywriting closes deals. 

Great copywriting meets consumers where they are. It educates them or alerts them about their problems. It provides them with options for dealing with those problems. It positions a certain product or service as the next logical step or solution.

It helps people to move down the sales funnel organically while leaving them feeling like they’ve made the right choice.

The copywriter is trustworthy.

By the time a customer decides to buy something, he or she has let his guard down.

Her purchase signifies that the consumer trusts the seller to a degree– and is willing to pay for her goods or services.  

To that end, it is essential for brands of all kinds to protect the trust that they develop with their customers.

A good copywriter only uses factual information to address your prospects’ doubts.

He addresses the misconceptions that people may have about your brand before they become an issue. He is transparent as possible and highlights any conflict of interest.

Ultimately, good copywriting can be the difference between a hugely successful marketing campaign and a huge flop.

So,  think strategically about the ways you hire copywriters and use your copy to influence a desired outcome.

Do you need an effective copywriter?