Why would you want to keep your copy invisible?

After all, you’ve spent hours creating it, surely you want people to read it, love it and see what a great writer you are.

Well, that’s half the problem. If you’ve written it to show of your prowess as a writer, your copy won’t perform as it should.

If you’re a fiction writer, your readers expect to be thrilled by your prose. They’ll want to be able to tell their friends how great your writing is. But that’s OK, because in that scenario your writing is there to entertain.

But, as a copywriter, you’re taking on the voice of your client to sell their products and services. That means your writing is secondary to the sales message. In other words, you writing must not distract the reader from reaching their buying decision.

The aims of copywriting

What should your copy do?

• Convey meaning
• Connect with your readers
• Sell the benefits
• Influence and persuade
• Get them to buy

You have to dig deep and bring your persuasive writing skills to the forefront in the style that your client wants.

Above all remember you are not writing for yourself.

Qualities of copywriting

If you want to succeed as a copywriter you must show:

• Flexibility
• An ability to work to strict deadlines
• Excellent research skills
• The ability and willingness to learn from your mistakes
• An ability to think and write like someone else
• The ability to empathise with and understand different markets

But over and above all of that, you must have a thick skin. Sales writing is tough and clients don’t always understand why it’s written as it is - i.e. all about the customers and not about them. So it’s essential you can clearly explain the techniques you’ve used and why they work.

To be a great copywriter you must be able to write, but more importantly you must be able to put your own personality aside and take on that of your client to create a message that is on brand and that connects and engages with your audience.