The Qualities of A Good Copywriter

The Qualities of A Good Copywriter

When it comes to marketing, not everyone can write a strong headline or motivate their readers with the content of an article. That’s where copywriting comes in – this type of writing drives growth for businesses. Exciting stories that stand out from other online brands and provide insight into what makes a brand and what makes that brand special.

Copywriting is a vague concept, and yet it’s one of the most important skills in today’s society. It takes more than just writing well to sell your product, but it is one of the most critical parts of marketing, advertising and ultimately, sales generation.

Here are a few qualities to look for when searching for the right copywriter:

Sharp listening

To create content that will engage and inspire your audience, copywriters must first understand what their target market wants. To do so effectively they should actively listen to potential customers’ concerns about the product or service you are offering them.

It is important to listen carefully when working on a project. The writer must have a deep understanding of your target market so they can write content that addresses their needs and desires. Listening skills can make or break your marketing so never discount this in your search for a professional.

Fresh creativity

Copywriting is all about creativity and imagination, even in the B2B space. Copywriters need to be able to think outside the box, which means they should never stop trying new things in their work! Innovative interpretations of briefs will help you come up with better strategies for your product or service; this way it can sell more easily because people want what’s fresh instead of something that has been done before.

Hungry for brain food

Copywriters are often the most interesting people in any room they’re in because of how diverse their interests can be. You will never see them reading just one topic or watching solely a boring TV series — if you catch these individuals early enough before they get sucked into an internet vortex, that is!

A successful copywriter needs more than good English skills; they need usable knowledge across many fields, especially to understand how their work fits into other marketing disciplines. Make sure your copywriter is a ravenously curious one, with an insatiable appetite for learning.


Copywriters should be versatile. They need to know how and when to use different tools that will enhance their abilities as a copywriter.

When it comes to research, the best copywriters are always looking for ways to improve their work. They know that simply browsing through collateral or doing a little internet searching isn’t enough–they must interview people who will be using the product they’re writing about in order to gather vital information, such as target audience as well as concerns regarding certain issues/topics.

The main reason why they (should) prioritise interviewing is that it can help frame the direction of the copy. In addition, experts have a different perspective on what needs to be said, which will provide more insight than just relying upon data without any context or STORY behind it.

Clarity is paramount

Writing high-quality copy is essential for creating and growing your business. Your writer should create clear, concise documents with simple language without vague verbiage or direct forms of communication to ensure customers are satisfied with their purchase decision after reading it.


In order to create the best work possible, copywriters need feedback from others. But it’s important that they face the music – such as arising negative comments or criticism.  if something isn’t working well enough then they should have the sense to change tack. It will only improve outcomes in the future.

There’s no such thing as a perfect copywriter, and even the best ones have to be open-minded about new ideas.


So there you have it. This is just the tip of the iceberg: a small part of a very vast topic. There are many, many qualities to look for when searching for a writer that fits your needs. This list will give you a good place to start.

Copywriting is a skill that demands detachment from your business, awareness of your customer’s needs and a consistent approach across all your marketing materials and platforms – don’t try to ‘DIY’ your marketing or copywriting, engage with a professional copywriter and get the job done right and in a fraction of the time!

Thoughts on outsourcing copywriting from Yorkshire Powerhouse

Have you any questions?

Here at Yorkshire Powerhouse, we’re happy to help as much as possible – is there anything else we can do to help you, do you have any further questions or can we help introduce you to an expert – please let us know:

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