Last week we were approached by a prospective client to whom our copywriting service had been recommended by a colleague. They were keen to discover what we do, how we write and whether we fit in with their requirements. During our initial conversation they said: “It’s hard to find a good copywriter.”
This is interesting, considering there are thousands of freelance copywriters available.
So what makes a good copywriter?
In our view, a good copywriter understands the clients’ objectives. What does the client want their readers to do: call their phone number, visit their web site or buy something? The copywriter must also understand the identity of the audience: businesses or/and consumers; young or/and old; male or/and female; plus a thousand other variables.
With this understanding, the copywriter writes in a style appropriate to that audience, using the language these specific readers like to hear, and which they can understand easily.
Not every copywriter is able, or wants, to write for every audience; they all have personal preferences and specialities. While it is generally easy for a copywriter to write about almost anything, that is not to say that a copywriter specialising in one field will be able to write about another field with the same success.
Then there’s the client-copywriter relationship. As with many services, there needs to be a good working relationship to enable the smooth flow of ideas.
And, finally, a good copywriter must be able to write good copy.