What is a copyright err... copywriter?

It may seem like an odd question but it's one I get asked all too many times. When I say to people I'm a copywriter, the first thing that generally tends to surface is:

"A copyrighter? Oh so you issue out copyrights?" Or;

"So that's copyright law?"

I then tell them I'm a writer and it usually follows with  - 'What kind of books do you write?" So I just explain it with a reference to Mad Men and that usually starts to make sense.

Unlike in Mad Men though, which depicts the traditional art of copywriting - crafting words to sell or persuade in the form of advertising, copywriting today covers a much wider spectrum. The role of a copywriter has changed so much that finding one who is the right fit for your business isn't always an easy feat.

So, I've compiled a list of my top 5 traits every copywriter should have, which may help you separate a good copywriter from a great one - if you're ever on the lookout.

Halloo's top 5 copywriter attributes

1. Beyond the basics
   Copywriters should be honing their expertise beyond possessing polished writing skills and the ability to write a catchy headline or call to action. And if we're talking online, it's not all about SEO anymore. Today it's about producing organic and engaging content that people will actually want to interact with and share. As copywriters we all have our niche - specialising in different areas with particular writing styles and skill sets, but dipping your feet into other avenues and expanding your repertoire, benefits not only the copywriter but you the client too.
   
   
2. The researcher/ analyst
   Research research research! A great copywriter is also a journalist in his or her own right. They know what questions to ask and research beyond the sources provided to them by the client, to become an expert on a topic. They should also be willing to push the boundaries, analyse performance and constantly test and refine copy for continuous improvement (this especially applies to campaigns).
   
   
3. The brand ambassador
   Ok, so your copywriter may not be embedded within your company, but that doesn't mean they shouldn't live the brand. The content they're producing should capture your brand's personality and tone, and copywriters should be all over this when getting briefed for the first time. They should be curious and perceptive and be able to identify with your brand when developing your content, so that everything is perfectly aligned.
   
   
4. Technologically savvy
   Keeping abreast of trends and the latest in technology helps identify new opportunities and ways of engaging with content online. Not only this but it keeps you ahead of the pack! And when it comes to websites it's all about user experience. Understanding the elements of a good website/ user experience, and how content contributes to this can help turn a poor user experience into a positive one.
   
   
5. In tune with human psychology
   Really getting to know your audience and what makes them tick, can take copywriters leaps and bounds when developing copy. Tapping into your personas can provide even more leverage and spark ideas to create compelling content that resonates with them. Understanding your audience and writing copy in a way they can relate to, will go a long way as opposed to just being clever with words. It may make a copywriter look good but it doesn't always achieve the results you're after.

So my advice... if you have a copywriter who can speak your brand language and currently ticks all of your boxes, then stick with them. If not, give us a halloo!

Image source: Tampa Bay 

---