What skills should a good copywriter have?

25 years ago I was an enthusiastic - slightly green - account handler, who'd just landed a job with the largest advertising agency in the world. I was ambitious, bold, inquisitive, there was nothing I couldn’t tackle! (Remember that feeling?!)

Part of my job was to visit clients, talk to them about their marketing plans, targets and initiatives, take a brief, translate that into an agency-worthy creative brief, then go present that to the Art Director, Creative Director and Copywriter up in the studio. For them to mull over and work their creative magic!

I used to dread it. As bold as I was, it was by far the hardest part of my job. Representing the client’s needs, distilling them in a meaningful way, relaying that to a sometimes surly team so they could come up with the creative goods that would deliver on those targets. Holding the client’s position firm, dealing with the questioning, the push-backs, the why’s, the so-what’s. Had I covered everything? Asked the right questions? Captured the relevant data? It was certainly a rigorous training ground!

But most of all, I would dread the copywriter’s response. Because, I’m not going to lie, the copywriters I dealt with back then were hard work - and I think perhaps they enjoyed it! Naming no names, there was way too much ego flying around under those eaves. And interestingly, now I look back as a copywriter, not a slightly green account handler - the client always requested loads of amends to that copy, there were always arguments about who was right - the client or the copywriter! Copy went back and forth way too many times. The moral of the story, all that ego (and yes there was talent!) but all that to’ing and fro’ing? Perhaps they weren’t actually good enough?

So, I have a strong view about what makes a good copywriter..

The obvious:

• Strong copywriting powers

• A creative approach

• Great with Headlines and Hooks

• A highly skilled communicator - on and off the page/screen

• Focused on user experience/buyer behaviour

• A solid marketing background

The not-so obvious:

• Approachable

• A good listener

• Someone who distills all that you throw at them and quickly gets to the crux

• Reliable

• Trustworthy

• Displays honesty and integrity

• Organised

• A seasoned ball-juggler

• Fun to work with!

What I wouldn’t worry about…

• Experience of your sector

A copywriter worth their salt will approach your copy needs as a marketeer. He/she will ask you the same questions, whether you’re selling a mower or the components that make it. To write for your sector, I don’t need experience in it. You are the expert in your field, I bow to your greater knowledge and expertise.

It’s my job to ask the right questions to draw out all the information I need to write your copy, to match your brand vision and values. In your tone of voice. Not mine.

What’s your next copywriting project? Call me on 0780 1103688 or email vicks@vickswardcopywriter.com and I’ll get it off your to-do pile!