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The 40 Essential Traits & Skills of Top Copywriters

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Copywriting is a skill that requires a unique blend of creativity, strategy, and persuasive communication. It's a profession that goes beyond stringing words together; it's about captivating audiences, driving action, and achieving desired results. To become a top performer in the craft, it's crucial to pursue excellence in various areas and develop a wide range of skills and traits.

Of course, as in any other profession, you’ll need a strong work ethic, resiliency, self-confidence, drive, patience, discipline, and integrity. But for success as a copywriter you must also pursue and develop the 40 essential traits and skills that the most sought after copywriters share. 

While this isn't a step-by-step instructional manual on how to write copy, by exploring these 40 essential traits and skills, whether you're an aspiring copywriter looking to sharpen your skills or an experienced professional seeking to take your craft to the next level, you'll gain a deeper understanding of what it takes to overachieve in this craft.

Developing these skills and adopting these traits takes time, effort, and practice. By embracing them and setting your goals to perform in these areas, you can increase your effectiveness as a copywriter and increase your chances of success in the field.

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The 40 Skills and Traits

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1. Exceptional Writing Abilities: A copywriter must possess strong writing skills, including grammar, vocabulary, punctuation, and sentence structure. They should be able to express ideas clearly and concisely, while maintaining a persuasive tone. Examples of writing abilities you must have to be a successful copywriter:

• Writing clearly and concisely without losing meaning
• Making ordinary things sound interesting
• Writing for emotional impact
• UX writing
• Knowing when enough is enough
• Simplifying Complex Information
• Writing an effective CTA
• Headline writing

Discover details on the writing abilities needed for success in copywriting

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2. Creativity: Copywriters need to think creatively to develop unique and engaging content that stands out from the competition. They should have the ability to generate fresh ideas, craft compelling headlines, and present information in an attention-grabbing, interesting, and memorable way.

Discover more about creativity in copywriting

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3. Understanding of Target Audience: Successful copywriters have a deep understanding of the audiences their writing is directed to. They conduct thorough research to identify the needs, desires, and pain points of the audience. This knowledge helps them tailor their writing to resonate with the target demographic and elicit the desired response.

Discover more about understanding target audiences

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4. Marketing and Advertising Knowledge: Copywriters should have a solid understanding of marketing and advertising principles. They need to know how to position products or services, highlight unique selling points, and employ persuasive techniques to drive conversions and sales.

Discover more about advertising & marketing knowledge for copywriters

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5. Research Skills: Copywriters must be skilled researchers. They gather information about the product or service they're writing about, as well as the industry and target audience. This research enables them to create accurate and well-informed content that builds credibility and addresses the audience's concerns.

Discover more about why research is vital for copywriting success

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6. Storytelling Ability: Copywriters who can weave a compelling story around a product or service can captivate readers and make an emotional connection. Storytelling helps engage the audience, build brand affinity, and effectively communicate the value of the offering

Discover how storytelling is fundamental to copywriting success

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7. Adaptability: The ability to adapt writing styles and tones is crucial for a copywriter. They may need to write for various mediums such as websites, social media, emails, advertisements, or print materials. Adapting the writing style to suit each platform and target audience is essential for success

Discover how adaptability will positively impact your success as a copywriter

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8. Attention to Detail: Copywriters must have a keen eye for detail. They should be meticulous in proofreading, editing, and fact-checking to ensure accuracy and maintain a professional image for the brand they represent.

Discover how attention to detail is critical for success in copywriting

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9. Time Management: Copywriters often work on multiple projects with tight deadlines. Effective time management and organizational skills are vital to ensure timely delivery of high-quality work.

Discover the many ways time management is key for a successful copywriting career

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10. Continuous Learning: Successful copywriters are committed to continuous learning and keeping up with industry trends, the latest marketing strategies, writing techniques, and emerging technologies. Successful copywriters have a growth mindset and a commitment to continuous self improvement. They actively seek out opportunities to expand their knowledge, whether through reading industry blogs, attending workshops, or joining professional communities.

Discover 6 reasons why continuous learning is fundamental to your long term success

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11. SEO Knowledge: Copywriters should have a solid understanding of search engine optimization (SEO) principles. This involves incorporating relevant keywords, optimizing content for search engines, and understanding how to structure copy to improve organic search visibility and drive traffic to a website.

Discover more about the value of SEO knowledge for copywriters

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12. Empathy and Emotional Intelligence: Successful copywriters have the ability to empathize with their target audience and understand their emotions, motivations, and needs. By tapping into these emotions, copywriters can create persuasive and relatable content that resonates with readers on a deeper level.

Discover more about the importance of Empathy & Emotional Intelligence for copywriters

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13. Collaboration and Communication: Copywriters often collaborate with other professionals such as designers, marketers, and clients. Strong collaboration and communication skills are essential for effectively conveying ideas, understanding project requirements, and working as part of a team to produce cohesive and effective marketing campaigns.

Discover more about how collaboration & communication are essential skills for copywriters.

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14. Analytical Skills: Copywriters should be comfortable with data analysis and have basic knowledge of analytics tools. This allows them to measure the performance of their content, track key metrics, and make data-driven decisions to optimize their copywriting strategies and achieve better results.

Discover the importance of analytical skills for successful copywriting

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15. Branding and Voice Development: Copywriters need to understand the brand they are writing for and develop a consistent brand voice. They should be able to adapt their writing style to match the brand's personality, tone, and values, ensuring a cohesive and authentic brand image across all communications.

Discover details on how branding & voice development are crucial to success in copywriting

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16. Knowledge of Persuasive Techniques: Copywriters should be familiar with various persuasive techniques and psychological triggers that influence consumer behavior. Understanding principles such as social proof, scarcity, storytelling, and emotional appeal enables copywriters to create persuasive copy that motivates readers to take action.

Discover how the power of persuasion essential to a copywriter's sucess

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17. Editing and Proofreading: Apart from strong writing skills, copywriters should possess excellent editing and proofreading abilities. They should be able to review their own work or that of others, identify errors, refine the language, and ensure the copy is polished, error-free, and ready for publication.

Discover insights on the impact of editing & proofreading on copywriting success.

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18. Understanding of Legal and Ethical Guidelines: Copywriters should be aware of legal and ethical guidelines pertaining to advertising and marketing. They should understand regulations related to claims, disclosures, endorsements, and copyrights to ensure their copy complies with industry standards and legal requirements.

Discover the importance of understanding legal & ethical guidelines for successful copywriting

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19. Visual Thinking: Copywriters who have a knack for visual thinking can create more impactful and visually-oriented content. This skill helps in planning and organizing the flow of information, creating visual narratives, and collaborating effectively with designers or multimedia teams.

Discover why visual thinking is a necessary skill for success in copywriting

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20. Strategic Thinking: Successful copywriters possess strategic thinking abilities. They can align their copywriting efforts with broader marketing goals, develop content strategies, and contribute to overall marketing campaigns. Strategic thinking helps copywriters create cohesive, purposeful, and results-driven copy.

Discover details on how strategic thinking positively impacts copywriting

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21. Knowledge of Digital Marketing Tools and Technologies: Copywriters should be familiar with various digital marketing tools and technologies to enhance their work. This may include content management systems (CMS), email marketing platforms, social media management tools, keyword research tools, and analytics platforms. Proficiency in these tools enables copywriters to optimize their work and track performance effectively.

Discover how successful copywriters leverage digital marketing tool & technologies

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22. Strong Research and Fact-Checking Abilities: Copywriters need to be proficient in conducting thorough research and fact-checking to ensure the accuracy and credibility of their content. This includes gathering information from reliable sources, verifying claims, and citing references when necessary.

Discover how strong research & fact-checking abilities enhance the chances of success in copywriting

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23. Effective Communication with Clients and Stakeholders: Copywriters often collaborate with clients, stakeholders, and subject matter experts. Strong communication skills, including active listening, clear articulation of ideas, and the ability to incorporate feedback, are crucial for understanding project requirements and delivering copy that aligns with client expectations.

Discover how successful copywriters communicate effectively with clients & stakeholders

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24. Knowledge of Digital Advertising Platforms: Familiarity with digital advertising platforms, such as Google Ads, Facebook Ads, or LinkedIn Ads, is valuable for copywriters. Understanding the specific requirements, character limits, and best practices of these platforms enables them to create copy that is optimized for effective advertising campaigns. Along with digital advertising platforms, copywriters must be proficient in social media management, understanding how to craft copy that resonates with different social media platforms, engage audiences, and leverage social media tools and features effectively.

Discover how successful copywriters are leveraging digital advertising platforms

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25. Data Analysis and Interpretation: Copywriters should have basic data analysis skills to derive insights from performance metrics, user behavior data, or market research. This allows them to make data-informed decisions, optimize their copy, and refine their messaging based on audience preferences and engagement patterns.

Discover how and why data analysis 7 interpretation is a critical skill for copywriting success.

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26. Project Management: Strong project management skills are valuable for copywriters who handle multiple projects simultaneously. They should be able to prioritize tasks, set realistic deadlines, manage their time effectively, and coordinate with team members to ensure smooth workflow and timely delivery of copy.

Discover the details of project management for success as a copywriter

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27. Ability to Incorporate Feedback: Successful copywriters are open to receiving feedback and have the ability to incorporate it into their work. They understand that feedback helps refine their copy, align it with client expectations, and ultimately improve the overall quality and effectiveness of their writing.

Discover the impact incorporating feedback can make on a copywriter's success

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28. Passion: Copywriters who have a genuine passion for their work bring a higher level of dedication and enthusiasm to their writing. This passion translates into compelling and engaging copy that resonates with readers and captures their attention.

Discover the importance of passion for success in copywriting

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29. Attention to Detail: Attention to detail is a crucial skill for copywriters. They meticulously review their work, ensuring grammar and punctuation accuracy, consistent formatting, and overall coherence. Attention to detail helps deliver error-free and polished copy that maintains the professional standards expected in the industry.

Discover why attention to detail is a trait shared by successful copywriters

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30. Self-Motivation: Successful copywriters possess self-motivation, allowing them to stay focused and meet deadlines even when working independently. They have the drive to continuously improve their skills, seek out new opportunities, and deliver high-quality copy consistently.

Discover how self-motivation plays a crucial role in copywriting success

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31. Curiosity: Curiosity is a valuable trait for copywriters. They have a thirst for knowledge and a natural inclination to learn about various topics and industries. This curiosity fuels their ability to conduct thorough research, stay informed about trends, and develop a deep understanding of different subjects, resulting in well-informed and engaging copy.

Discover the role of curiosity as a success factor for copywriters

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32. Seeing Artificial Intelligence as a tool: Considering AI as a tool, not a threat, is crucial for copywriters. Embracing AI empowers them to leverage its capabilities in generating ideas, optimizing processes, and improving efficiency. By harnessing AI's potential, copywriters can enhance their creativity, streamline workflows, and ultimately deliver more impactful and effective copy to their clients or audience.

Discover how AI can be a copywriter's ally

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• NOTE: The idea that artificial intelligence should be viewed as a tool not a threat to a successful copywriter refers to AI in its current form/availability. I do, however, acknowledge the potentially frightening future of AI as do the CEO of ChatGPT-maker OpenAI, executives from Google’s AI arm DeepMind and Microsoft who were among other industry experts and tech leaders who in mid-2023 supported and signed this short statement from the Center for AI Safety: “Mitigating the risk of extinction from AI should be a global priority alongside other societal-scale risks such as pandemics and nuclear war.”

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33. Creative Thinking: Creative thinking is a valuable skill for copywriters to generate fresh and innovative ideas. They can approach projects from unique angles, think outside the box, and create engaging copy that stands out from the competition.

Discover how creative thinking impacts copywriting success

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34. Listening Skills: Effective copywriters have strong listening skills, which allow them to understand and interpret client briefs accurately. They listen actively to client requirements, ask relevant questions, and clarify any uncertainties to ensure their copy aligns with the client's vision and goals.

Discover how listening skill are key to a successful career as a copywriter

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35. Separating Features from Benefits: Successful copywriters have the ability to identify and articulate the benefits of a product or service, rather than just focusing on its features. They can analyze the features and translate them into customer-centric benefits that resonate with the target audience and effectively communicate the value proposition.

Discover how successful copywriters use features & benefits to communicate value

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36. Problem-Solving Skills: Copywriters with strong problem-solving skills can find innovative solutions, brainstorm ideas, and adapt their approach to deliver high-quality copy even in challenging circumstances from tight deadlines and complex topics to identifying challenges or pain points that the target audience may face and address them through their copy. 

Discover how creative problem-solving skills position copywriters for success

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37. Cultural Awareness: Being culturally aware is crucial for copywriters as it allows them to understand the nuances and sensitivities of different cultures. By being aware of cultural diversity, copywriters can tailor their messaging, imagery, and references to resonate with specific audiences, ensuring their copy is inclusive, respectful, and relevant. Cultural awareness includes trend awareness. Staying up-to-date with current trends allows copywriters to remain relevant and resonate with their target audience. 

Discover details about the power of cultural awareness for copywriting success

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38. Cross-channel Integration: Cross-channel integration is essential for copywriters as it ensures a consistent and cohesive brand message across various communication platforms. By seamlessly integrating copy across different channels such as social media, website, email, and advertisements, copywriters can reinforce the brand identity, enhance the customer experience, and maximize the impact of their messaging, resulting in stronger brand recognition and customer engagement.

Discover the details of the importance of cross-channel integration for copywriters

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39. Adaptability to Voice and Tone: Being adaptable to voice and tone is crucial for copywriters as it allows them to tailor their writing style to different brand personas and target audiences. Adapting the tone helps establish a consistent brand identity and effectively connect with diverse demographics, enhancing engagement, building trust, and ensuring the copy resonates with the specific needs and preferences of the intended audience.

Discover how voice and tone are instrumental for copywriting success

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40. Connecting with People: Viewing readers as humans, not statistics, is essential for copywriters as it humanizes the communication process. It acknowledges that readers have hopes, fears, and emotions, enabling copywriters to connect on a deeper level. This understanding empowers copywriters to craft copy that speaks directly to the reader's needs, emotions, and aspirations, fostering genuine engagement and establishing meaningful connections. The best copywriter's do not treat their readers like wallets to be shaken until money falls out.

Discover details on the importance of the human connection for copywriters.

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