So, my dear reader. You yearn to be a copywriter, do you? Good stuff, as copywriting is a great career choice, if you have the chops to make you stand out.
In this post, we'll review the 7 core copywriting skills you're going to need to earn bank.
What are the 7 core copywriting skills?
2. Selling skills
4. Research skills
6. Writing attention-grabbing headlines
7. Clear and crisp writing
Empathy is necessary to put yourself in your prospects' shoes.
What problems and challenges are causing them pain?
What goals do they yearn to achieve?
How are those problems and challenges making them feel?
How do they affect them personally and professionally?
What effect do they have on their family, friends, acquaintances, business partners, clients, and prospects?
What will happen if they don't solve their problems or achieve their goals?
What won't happen if they don't solve their problems?
What will happen if they achieve their goals?
What won't happen if they achieve their goals?
Great copywriters ask these questions and write to trigger their readers' emotions.
Empathy is key to writing relevant, compelling, and clear copy that converts readers into customers.
You might say that a copywriter is a highly-skilled salesperson who chooses words and phrases carefully to influence readers and compel them to take action, and that action often involves buying something.
Their writing is relevant to what the target audience is experiencing now and their desired outcome.
Curiosity might kill the cat, but it's essential to the best copywriters.
Curiosity drives them to understand the emotional triggers that move prospects to act, as well as asking lots of questions to understand the features and benefits of each product they write about.
Curiosity keeps copywriters alive and thriving.
It's easier than ever to research a topic because of the internet.
Despite that, copywriters need to ensure the information they reference and use is accurate and current, as the internet contains much questionable material.
How do you transform "boring" technical details into something exciting and appealing to your readers' emotions?
Creativity is how.
When Apple released the iPod, their advertising copy could have read:
"Storage for 1GB of MP3s."
That statement was true and was a great feature of the iPod.
But it was boring.
It didn't creatively explain the benefit to the customer.
Instead, the ad copy read:
"1,000 songs in your pocket."
Wow, that's an incredible benefit to music lovers.
It concisely painted a relevant, compelling, clear picture in readers' minds.
They could see themselves easily carrying 1,000 songs wherever and whenever they wanted to do so.
And the key to that relevant, compelling, and clear copy?
How can we take this feature and turn it into a relevant, compelling, clear benefit for our customers and prospects?
Skilled at writing attention-grabbing headlines
The headline is the first thing someone sees, so it's vital to get it right.
Great headlines get attention and arouse curiosity in the reader's mind.
And the best copywriters will spend hours, sometimes even days working to craft the best headline possible, even testing headlines against each other to see which one works best for stimulating curiosity and compelling the audience to read more.
For example, a headline might read:
"Increase Sales By Making More Sales Calls Than Your Colleagues."
That headline doesn't turn heads or raise curiosity - at all!
But, this one does:
"Increase Your Sales Up To 2x In Only 15 Minutes A Day."
That's the kind of headline that will stimulate curiosity and compel a salesperson to want to keep reading to find out more.
Clear and crisp writing
Being skilled at persuasion doesn't mean using more words, and the best copywriters know this.
Attention spans are shorter than ever, so copywriters who use fewer words to persuade readers to act are in demand.
Clear, crisp writing keeps readers moving along, and when combined with specific details, paints intense pictures in readers' minds.
And intense, fast-moving pictures compel people to action.
The best copywriters:
- Use empathy to put themselves in their readers' shoes and then write relevant, compelling, and clear copy to speak directly to their audience.
- Have honed their selling and persuasion skills.
- Are curious to ask questions and seek answers.
- Take sufficient time to research and verify the information they need to ensure accuracy.
- Use creative writing to transform boring features into compelling and clear benefits.
- Write headlines that get attention and arouse curiosity so that readers want to know more.
- Write clearly and crisply to keep readers engaged, moving along, and compelled to act.