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      So what does make a good copywriter?

      Well, let me tell you.  There are 5 main characteristics that you should look for:

A copywriter who understands sales & marketing

      It is much more important for your copywriter to have a firm grasp on how to sell, and how to market that it is that he is a great English scholar.

      Some people call this a “marketing mindset”.  When you hire a copywriter, you want to find someone who has sales at the top is his list of priorities. 

      Writing beautiful words will not sell more widgets.  Telling people what they need to know about a widget, what it does, and how it will make their life much easier -- will.  

A copywriter who understands your product

      Your copywriter should be willing (or even demanding) to sample your product, to read past promotions, to review specs or talk to the product developer.  This is very important research and can make the difference between lame copy and kick-butt copy.

If you want better than average sales, then you need a copywriter who is willing to research your product and find out why it is different (and better) than your competition.

A copywriter who understands your market

      Speaking of your competition... Your copywriter better know (or be willing to learn) your market.  The best approach to selling your product depends on your market. 

      Have they heard of your product? Do they understand what it can do for them? If not, then some detailed explainations... even demonstrations of your product will be needed.

      If they don't know about you... but have used similar products before, then you need to be able to show how your product is different... and better.

      If they have heard it all before, then you need to be able to tell them something new.

      By understanding your market, your copywriter can present your product in a way that will gain the most attention... and net you the most sales.

A copywriter who understands your prospect

      It’s also important for your copywriter to get to know your prospect.  Maybe your copywriter is your prospect… this is usually a good thing.  But even if he is not, he can research the target group that you are mailing to and find out what is important to them.

      In order to sell anything, you need to understand why people buy. What features are important to your prospect? Why? What benefit do those features give your prospect? And maybe the most important? What emotional needs is your prospect trying to meet with these benefits?

A copywriter who understands how to communicate ideas simply

      Your copywriter needs to be able to take all this information and find an approach that will hit home with people… and then communicate it in an easy to understand manner.

      This means being able to take a complex topic and explain it in an easy-to-understand way. It means writing in a conversational manner... not in techno-babel or some literary style.

      If you can find a copywriter with all of these qualities then you are well on your way to a winning promotion. If you would like to hire this kind of copywriter, just click here to get a quote.  Or click here to see samples of my writing.

      

Sincerely,

Karen Freeman-Smith
Direct Marketing Copywriter

 P.S. If you are looking for a more traditional resume-style then you can