5.1.1 Attributes of a good copy writer

5.1.1 Attributes of a good copy writer (according to one copywriter)
creative. They must be able to examine things from multiple and unusual perspectives.
intelligent. They must be able to comprehend new subjects quickly and thoroughly.
empathizers. They must be able to relate to and understand different audiences, especially when the audience's viewpoint is different from that of the copywriter.
well-read. The more people read different styles and works, the better able they are to learn from others and expand their own repertoir.
good listeners. The best way to learn about a subject or an audience is to really listen.
organized. They must be able to follow directions, manage multiple responsibilities, and be detail oriented.
deadline-oriented. They must possess discipline. Good copywriters have to get it done on time. Period. No exceptions. Those who consistently are late consistently are out of work.
client managers. That's right. It's often the copywriter's job to manage the client, not the other way around. The copywriter must manage client expectations and explain when they're wrong. Clients may not always listen, but if the copywriter doesn't speak up and the copy doesn't work, guess who gets blamed!
simple communicators. They must be able to write as simply as possible, taking complex and technical subject matter and explaining it in clear concise language.
consistent. They must be able to sustain a consistent voice and personality throughout the copy
humble. Copywriters can not fall in love with their own words; they have to separate their egos from their work. They must be able to edit and cut their copy without emotional connection.
web-savvy. The web is different from any other medium. It is NOT the same as print or direct marketing. Just for starters, copywriters must understand hyperlinks, persuasive momentum, and writing for search engines.
themselves writers. The best copywriters pursue their love for writing beyond the confines of their business applications


5.1.1 Paula Cambrdge, a junior marketing
creative. They must be able to examine things from multiple and unusual perspectives.
intelligent. They must be able to comprehend new subjects quickly and thoroughly.
empathizers. They must be able to relate to and understand different audiences, especially when the audience's viewpoint is different from that of the copywriter.
well-read. The more people read different styles and works, the better able they are to learn from others and expand their own repertoir.
good listeners. The best way to learn about a subject or an audience is to really listen.
organized. They must be able to follow directions, manage multiple responsibilities, and be detail oriented.
deadline-oriented. They must possess discipline. Good copywriters have to get it done on time. Period. No exceptions. Those who consistently are late consistently are out of work.
client managers. That's right. It's often the copywriter's job to manage the client, not the other way around. The copywriter must manage client expectations and explain when they're wrong. Clients may not always listen, but if the copywriter doesn't speak up and the copy doesn't work, guess who gets blamed!
simple communicators. They must be able to write as simply as possible, taking complex and technical subject matter and explaining it in clear concise language.
consistent. They must be able to sustain a consistent voice and personality throughout the copy
humble. Copywriters can not fall in love with their own words; they have to separate their egos from their work. They must be able to edit and cut their copy without emotional connection.
web-savvy. The web is different from any other medium. It is NOT the same as print or direct marketing. Just for starters, copywriters must understand hyperlinks, persuasive momentum, and writing for search engines.
themselves writers. The best copywriters pursue their love for writing beyond the confines of their business applicationswriter has this to say about copywriters
When once considered as individuals relegated to mundane tasks as rewriting weather reports are now sought by many companies for their ability to close million dollar deals. Copywriters are now one of the most in-demand professionals in the world of marketing. Copywriters are responsible for writing the words used in virtually all forms of media - newspapers, radio, television, magazines and the Internet. The skill of copywriters are also used in producing publicity releases, promotional materials, brochures, fliers, and other promotional materials.
More than just their strong background in English and ability to work under extreme pressure, copywriters should also have the following qualities in order to attract and maintain customers.
Highly creative. Copywriters should be skilled in coming up with ideas and in developing outstanding copies. They must have an uncanny ability to examine things from multiple and peculiar perspectives. Companies depend on the creativity of copywriters in improving their productivity and sales. Being creative also means possessing a working knowledge on doing layout.
Listens intently. Part of copywriting service is listening to the needs of a client. There is no other way for a copywriter to learn about a subject or an audience but by listening. Copywriters should give their clients a chance to express their ideas without unnecessary interruption in order to know what they really need.
Meets deadlines. A copywriter that meets deadlines is highly disciplined and focused. Companies will not waste their time and resources on a copywriter who could not keep up with their tight schedule. Those who are always late are always out of work.
A thinker. According to David Ogilvy, the king of copywriters, a well-furnished mind is what is important in copywriting. Someone who is both a creative and a critical thinker can comprehend new subjects quickly and thoroughly; he can easily adapt to any copywriting task. Companies love to work with a copywriter who thinks, because he can produce a well thought out marketing piece that knows its target market and its strategy to grab attention.
Good Researcher. When a copywriter researches or studies the product he will write a copy for, he is showing real interest and sincerity. Any copywriter who does not take time to find out about a client's product or service is showing bad work ethics.
Gives attention to details. Attention to details is as important as giving attention to deadlines. Both are crucial for a copywriter. A copywriter's haste to finish his work on time can sometimes affect the quality of his work. This shouldn't be. His work should serve its purpose by covering everything that it is supposed to cover. Being detailed-oriented means following instructions and managing multiple responsibilities.
(Article Source: http://EzineArticles.com/?expert=Paula_Cambridge)
5.1.1 The Four Qualities You Need to Be A Good Copywriter (hint, good writing isn't one of them)
By Jade Ingmire on August 14, 2008 6:00 AM
One of the most common misconceptions about a copywriting career is that all you need is good writing skills. This is hardly the case. There are many great writers in the world who would either not enjoy copywriting, or who would not excel at it. But there are definitely certain qualities that predispose people to a successful copywriting career. Some of them might surprise you, so read on!
The Four Characteristics of a Good Copywriter
Curiosity. Without a surplus of this cat-killing quality, you will neither enjoy nor be successful at copywriting. As an Internet marketing agency copywriter, you may be called to write on everything from bridesmaid gowns to free-range chicken to cubicle furniture. If you work in-house, you will be challenged endlessly to come up with new angles on the same lines of products and services. Without a genuine lust for learning, and healthy tolerance for research, you will not be able to apprentice yourself to understanding the nuts-and bolts of everyday objects (a crux of copywriting). If you crave knowledge for knowledge sake, are tickled by trivia, and love knowing the inside story, you will flourish in a copywriting career. If you want to be the one reading something interesting, rather than writing something interesting, career shop elsewhere. PI Pearl of Wisdom: Love the show “How Stuff Works”? You’ll love copywriting.
Perceptiveness. A huge part of copywriting (and Internet marketing in general) is being able to strike a cord with a particular audience. Whereas with other writing careers like journalism, you have the luxury of interpreting the person’s face and body language as you speak, copywriting is talking to an invisible audience. So it takes a great deal of perceptiveness and understanding of basic human psychology to be a good copywriter.
What motivates your target demographic-what makes them angry, frustrated, happy and hopeful-is always in the forefront of a good copywriter’s mind. PI Pearl of Wisdom: Did you love psychology in school? You’ll love copywriting.
Discernment. As a copywriter, it will be your job to take giant glaciers of information, and distill them down to bite-size Internet marketing morsels: taglines, bullets, banners, or a single, gleaming benefit. You have to figure out what information matters, and what information can be discarded. This combination of common sense, reasoning and marketing savvy add up to discernment. Good discernment is the dealbreaker that determines whether your stuff will sell or sink. PI Pearl of Wisdom: Are you the one that nails how a friend is feeling, even when they themselves are still confused? You’ll love copywriting.
Humility. The single biggest distinction between copywriting and all other forms of writing careers (with the exception of ghost-writing) is that you don’t get any credit for your work. This isn’t all bad, but it doesn’t work for everyone. In my case I traded the glory of my byline on the front page for better pay, health insurance, and standardized hours. But frequently people who know me will compliment me on my work and ask me how I can stand letting other people take credit for it. This is one of the caveats of a copywriting career, and something to consider when deciding whether to choose this career path. PI Pearl of Wisdom: If you love behind-the-scenes work like set designer or sous chef, you will love copywriting.



5.1.1 Eugene Schwartz’s 8 Rules of Great Copywriting (Important)
March 31st, 2008 by Kenneth Read more about Copywriting, Creating Trust Online
Eugene Schwartz was a legendary copywriter. In fact, I would go as far as to say that he is one of the greatest copywriters who ever lived - we still swipe his material today. His specialty was direct-mail campaigns, and before he passed away in 1995, he had written 10 books including “Breakthrough Advertising”. He went beyond copywriting - in 8 simple sentences, he really captured good marketing.
8 Great Rules for Copywriters from Eugene Schwartz.
1. Be the best listener you ever met.
Just listen to what the market is saying. Eugene Schwartz used to get into a taxi and start interrogating the cab driver, because that’s one good way to tap into what the market is saying. Watch the top 10 box office movies. Even if you don’t like it, watch anyway because that is what the market is thinking and feeling. When you do that, you:
(i) Write copy that directly targets their minds
(ii) You are able to market your products more effectively because you know
2. Work extremely intensely, in spurts.
This is increases your productivity. Focus all your energy on one thing, don’t multi-task, and then move on to the next thing when you’re done.
3. Never “create”- know the product to the core and combine the details in new ways.
Hold the product until it surrenders its strength to you. Know it inside out. You don’t have to create anything new, but you do need to find all its existing strengths and combine them in new ways to present it to the public.
4. Write to the chimpanzee brain - simply and directly.
Your customer may not be as smart as you think. Or, in other words, don’t overestimate your customer’s intelligence but speak to the lowest common denominator. One of the direct response marketers says you should write for the 8-14 year old. Don’t make assumptions. Their needs could really be that simple: ‘What’s in the box office? What’s on MTV’?
5. Channel demand - never sell.
You do not create desire for your product. You take an existing demand in the market, and you channel it into your products. So for example, for a market that is into weight loss, you don’t create a desire to lose weight, or to get a tan, or to speak Spanish more fluently. Tap into what the market already wants and channel it back, because that way, the chance of success is a lot higher.
6. Think about what your product “does”, not “is”- and demonstrate this.
Talk about the benefits, and talk even more about the emotional benefits. Let the features take a back seat.
7. Make gratification instantaneous.
In the copy or marketing itself, the prospect should already begin to get gratification, or feel like they are already getting something from you or your product. This is what product launch formula encourages, so for example; Frank Kern gives list-building videos: he’s giving a taste of the product so that instead of mere curiosity, it is instead genuine desire that drives you to buy.
8. Failing often, and testing big differences, shows you are trying hard enough.
I think this is self-explanatory, and I need say no more.