{"id":86028,"date":"2021-06-18T10:59:22","date_gmt":"2021-06-18T15:59:22","guid":{"rendered":"https:\/\/www.digitalmarketer.com\/?p=86028"},"modified":"2022-01-24T15:26:17","modified_gmt":"2022-01-24T21:26:17","slug":"5-mandatory-skills-every-copywriter-must-master","status":"publish","type":"post","link":"https:\/\/www.digitalmarketer.com\/blog\/copywriting\/5-mandatory-skills-every-copywriter-must-master\/","title":{"rendered":"5 Mandatory Skills Every Copywriter Must Master"},"content":{"rendered":"\n

Copywriting is a skill-driven profession. As much as writing is creative…copywriting differs. <\/em>With copy, you\u2019re writing stories that turn readers into customers. These stories follow the tried-and-true copywriting formulas that worked decades ago.<\/p>\n\n\n\n

And still work today.<\/strong><\/p>\n\n\n\n

Yet, this is only the tip of the iceberg when it comes to becoming a top-performing copywriter. If you want to be able to charge high rates for your copy, you need to:<\/strong><\/p>\n\n\n\n

  1. Write for the RIGHT person<\/li>
  2. Know copywriting formulas like the back of your hand<\/li>
  3. Remove your opinion from the copy<\/li>
  4. Be a master communicator<\/li>
  5. Have your turnaround time down (and be okay with telling clients no!)<\/li><\/ol>\n\n\n\n

    These skills will turn a new or novice copywriter into an expert who can command great clients and higher rates.<\/p>\n\n\n\n

    Here\u2019s how you can master them.<\/strong><\/p>\n\n\n\n

    #1: Copywriters know how to do or read customer avatar research to find the exact information they need<\/h3>\n\n\n\n

    If you\u2019re writing a *single* word of copy before knowing who the person reading it will be…you\u2019re doing it wrong.<\/em><\/p>\n\n\n\n

    Really wrong.<\/strong><\/p>\n\n\n\n

    Copywriting has to start with a thorough understanding of your customer avatar. A customer avatar is the ideal buyer of the product. They\u2019re the person who\u2019s struggling with a challenge that the product will solve for them. If you write copy before knowing who this person is, it\u2019s like throwing spaghetti at a greased-up wall.<\/p>\n\n\n\n

    Not only will your noodles slide mockingly down to the floor, but you\u2019ll also be left wondering why you considered this a good idea in the first place.<\/p>\n\n\n\n

    Here\u2019s what we use to do customer avatar research: The Customer Avatar Worksheet. This worksheet will tell you exactly who your buyer is and why they want to buy the product.<\/em> It\u2019ll answer questions like:<\/strong>
    <\/p>\n\n\n\n

    1. What\u2019s the Before State your customer is experiencing? (Consider these their challenges and pain points)<\/li>
    2. What\u2019s the After State your copy will point them towards? (Their goals and values tell you what they *want* to be experiencing)<\/li><\/ol>\n\n\n\n
      \"\"\/<\/figure>\n\n\n\n

      Skillset: <\/strong>Copywriters need to know how to do their own customer avatar research or look at customer avatar research and find the important information that leads to high-converting copy.<\/p>\n\n\n\n

      #2: Copywriters are masters at following copywriting formulas<\/h3>\n\n\n\n

      Writing copy shouldn\u2019t involve tapping into your creativity. If you ask David Ogilvy, that\u2019s the exact opposite skill he looks for from his copywriters.<\/em><\/strong> <\/strong><\/p>\n\n\n\n

      \u201cWhen I write an advertisement, I don\u2019t want you to tell me that you find it \u2018creative.\u2019 I want you to find it so interesting that you buy the product.\u201d<\/em><\/p>\n\n\n\n

      The best copywriting comes less from your creative mind and more from:<\/p>\n\n\n\n

      1. The challenges and pain points of your customer avatar as described by them (Before State)<\/strong><\/li>
      2. The goals and values of your customer avatar as described by them (After State)<\/strong><\/li>
      3. Proven copywriting formulas<\/li><\/ol>\n\n\n\n

        As a copywriter, you\u2019re the vehicle that shows your customer avatar their desires can be reality if they take action by clicking that pretty call-to-action button. You don\u2019t have to worry about designing the car you take them in. Your only job is to be a great driver.<\/p>\n\n\n\n

        To do that, you\u2019ll follow the tried and true copywriting formulas that marketers have been using for years. Here are a few of our favorites:<\/strong>
        <\/p>\n\n\n\n

        #1: PADS<\/strong><\/p>\n\n\n\n

        Pain: Talk about the pain point they\u2019re experiencing<\/p>\n\n\n\n

        Agitation: Remind them why this pain point is such an unenjoyable experience (be specific!)<\/p>\n\n\n\n

        Discredit: Discredit the other solutions they\u2019ve tried that have failed them<\/p>\n\n\n\n

        Solution: Give them the solution as your product<\/p>\n\n\n\n

        #2: AIDA<\/strong><\/p>\n\n\n\n

        Attention: Grab their attention with a headline that calls out their pain point<\/p>\n\n\n\n

        Interest: Draw them in with an interesting hook they relate to<\/p>\n\n\n\n

        Desire: Describe the After State they desire from solving their problem
        Action: Tell them what action to take to achieve that After State<\/p>\n\n\n\n


        #3: PPPP<\/strong><\/p>\n\n\n\n

        Picture: Paint the picture of the future they want (After State)<\/p>\n\n\n\n

        Promise: Tell them you know how to make this a reality for them<\/p>\n\n\n\n

        Prove: Show social proof, results, testimonials that you\u2019re the real deal<\/p>\n\n\n\n

        Push: Motivate them to decide to achieve that After State now (use urgency)<\/p>\n\n\n\n

        Skillset:<\/strong> The best copywriters are the ones who act as a vehicle, bringing the customer avatar\u2019s description of their Before and After State into proven copywriting formulas.<\/p>\n\n\n\n

        #3: Copywriters easily remove their opinion from the copy<\/h3>\n\n\n\n

        Ahh, the sweet temptation of thinking you know everything. For people who aren\u2019t copywriters for a living, this can just be annoying for the people they interact with (we all know that one person). For copywriters, the problem isn\u2019t that you\u2019ll be annoying. It\u2019s that you won\u2019t write high-converting copy.<\/p>\n\n\n\n

        High-converting copy doesn\u2019t care about your opinion. Your opinion is null because it\u2019s not the opinion of the customer avatar. Remember in the last section when we talked about being the vehicle between the customer avatar\u2019s Before State and After State?<\/strong><\/p>\n\n\n\n

        As the vehicle, it\u2019s not your job to tell people how they should be feeling or what they should be thinking. It\u2019s your job to take what they’re feeling and thinking and put it into those proven copywriting formulas.<\/p>\n\n\n\n

        If you can copy and paste their words directly into those formulas…you\u2019re a grandmaster copywriter.<\/p>\n\n\n\n

        Here are 3 big no-no\u2019s when it comes to writing copy that will tell you that you\u2019re adding YOUR opinion, not the customer avatars:<\/strong><\/p>\n\n\n\n

        1. You\u2019re filling in Before State challenges and pain points or After State goals and values based on what you think the customer avatar wants…not based on what they\u2019ve said they wanted (through customer avatar research).<\/li>
        2. You\u2019re adding adjectives and filler words for the sake of writing more words, not because they add to the story your copy is telling<\/li>
        3. You\u2019re guessing what solutions somebody has already tried instead of using the solutions your customer avatar research shows they\u2019ve tried<\/li><\/ol>\n\n\n\n

          Skillset: <\/strong>Copywriters have to remove their opinion from their writing. It\u2019s not your job to tell readers what you think…it\u2019s your job to show them you know what THEY\u2019RE experiencing and that\u2019s why this product is such a great solution for their problem.<\/p>\n\n\n\n

          #4: Copywriters take ownership of communication with their employer and clients<\/h3>\n\n\n\n

          Imagine we told you we needed you to make us a blue logo. Right after we tell you this, we walk away. An hour later, we come back and look at the logo you made for us. The first thing we say is, \u201cThat\u2019s the wrong color blue.\u201d<\/em><\/p>\n\n\n\n

          What would be your reaction?<\/strong><\/p>\n\n\n\n

          1. Get annoyed that we didn\u2019t specify the HTML color code<\/li>
          2. Realize that you should have asked us what color blue we wanted<\/li><\/ol>\n\n\n\n

            As a copywriter, your job is people telling you to create something based on their vision of a homepage, landing page, sales page, caption, video sales letter, etc. Often, the person telling you their vision for the project doesn\u2019t tell you everything they want.<\/em> This means that when you deliver it, you\u2019re stuck with a logo that\u2019s the wrong color blue.<\/p>\n\n\n\n

            For a logo, this is an easy fix. For a 1,000+ landing page\u2014it\u2019s going to cost time (and money).<\/p>\n\n\n\n

            Here are a few copy and paste messages you can send to clients to make sure you know exactly what they\u2019re looking for before you spend hours writing copy:<\/strong><\/p>\n\n\n\n

            • \u201cCould you send me 2-3 examples of [deliverable] that you\u2019d love your [deliverable] to look like?\u201d <\/li>
            • \u201cDo you mind if I send you the first 200-300 words to approve before I write the entire [deliverable]?\u201d<\/li>
            • \u201cWhat copy has your brand created that you\u2019re most proud of and would most like our copy to align with?\u201d<\/li><\/ul>\n\n\n\n

              Skillset:<\/strong> Copywriters have to take ownership of their conversations with their employer or clients. It\u2019s up to you to ask about the nitty-gritty details to make sure you\u2019re delivering their vision the first time around.<\/p>\n\n\n\n

              #5: Copywriters know the realistic timeframes of how long each deliverable will take them to turnaround<\/h3>\n\n\n\n

              The temptation to tell your employer or client that you can turn around a deliverable in 24 hours will always be there. No matter how busy your schedule is, the thought of, \u201cCan I pull that off?\u201d will always pop into your mind.<\/p>\n\n\n\n

              Especially as a freelance copywriter, you\u2019ll feel the pressure of needing to turn around work as quickly as possible to be valued by your clients. Even full-time copywriters working with one employer can feel like they\u2019re not doing a good job if they\u2019re not working \u201cfast enough.\u201d<\/p>\n\n\n\n

              The problem is that fast work doesn\u2019t lead to great work. <\/p>\n\n\n\n

              If a client wants you to turn around a sales page in 24-hours….<\/strong><\/p>\n\n\n\n

              • Is that really going to be a high-converting page?<\/li>
              • Will it be a \u201cmeh\u201d performing sales page?<\/li>
              • Are you going to have to message them and tell them it\u2019ll be late?<\/li><\/ul>\n\n\n\n

                The people-pleaser in copywriters wants to say yes to every project and deliver it impressively quickly. But great copywriters know this is a trap. This \u2018Yes!\u2019 mentality leads to poor work and missed deadlines, and those are two things you don\u2019t want to be known for.<\/p>\n\n\n\n

                Here\u2019s what you need to do to avoid this trap:<\/strong><\/p>\n\n\n\n

                1. Figure out your absolute minimum realistic turnaround time for specific deliverables (Ex. 1-week turnaround for a 2,000 word Sales Page).<\/li>
                2. Remind yourself that not working \u201cfast\u201d doesn\u2019t mean you\u2019re a bad copywriter…it means you value your output and will only deliver high-quality work.<\/li>
                3. Communicate with your clients why you can\u2019t meet a fast turnaround time and that it\u2019ll be worth it to them to extend their deadline to something more realistic (because they\u2019ll get a higher-converting deliverable!)<\/li><\/ol>\n\n\n\n

                  Skillset:<\/strong> Get extraordinarily familiar with how long tasks take you and realistic turnaround times so you can always deliver great work on time.<\/p>\n\n\n\n

                  Mastering These Copywriting Skills<\/h3>\n\n\n\n

                  If you\u2019re not a master of these copywriting skills yet, quit stressing. Mastery takes time. If it didn\u2019t, copywriters would be a dime a dozen and you wouldn\u2019t be able to turn this into a lucrative career that can fulfill your writing passion and lifestyle goals.<\/p>\n\n\n\n

                  The good news is that you\u2019ll become better at each of these skills every single day you work as a copywriter. Each day you\u2019ll have to:<\/strong><\/p>\n\n\n\n

                  1. Look at customer avatar research and figure out what information you need for the deliverable<\/li>
                  2. Use copywriting formulas as your writing template<\/li>
                  3. Turn off your opinion and look at customer avatar research when writing<\/li>
                  4. Communicate about projects with employers and clients<\/li>
                  5. Tell clients how long a deliverable will take to finish<\/li><\/ol>\n\n\n\n

                    So each day, you\u2019ll become better and better at each of these 5 skills until you hit those 10,000 hours and become a true copywriting master.<\/p>\n\n\n\n

                    One day at a time.<\/p>\n\n\n\n

                    CTA<\/p>\n","protected":false},"excerpt":{"rendered":"

                    Copywriting is a skill-driven profession. As much as writing is creative…copywriting differs. With copy, you\u2019re writing stories that turn readers into customers. These stories follow the tried-and-true copywriting formulas that worked decades ago.<\/p>\n","protected":false},"author":21,"featured_media":86052,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[83],"tags":[100,81,101],"class_list":["post-86028","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-copywriting","tag-copywriters","tag-copywriting","tag-copywriting-content-series"],"acf":[],"yoast_head":"\n5 Mandatory Skills Every Copywriter Must Master - DigitalMarketer<\/title>\n<meta name=\"description\" content=\"Copywriting is a skill-driven profession. As much as writing is creative...copywriting differs. 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