Top Copywriter Traits

Lieze Neven
A free video tutorial from Lieze Neven
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4.3 instructor rating • 2 courses • 12,256 students

Lecture description

The most important thing in copywriting is establishing a connection with your readers. This has to be done by establishing a comprehensive understanding of a prospect’s needs and what they desire. Help people make informed decisions and make sure they know how to avoid failure. Give people direction and a destination that can deliver them what they want.

It is important to be aware of the fears and the concerns your readers will have. You will also have to discover their desires and the way they want to feel after buying your products or services. This is the key to connecting to your audience. It doesn’t matter if it is for monetary purposes, time or ego, pride or social reasons, people will be buying because they want to feel a certain kind of way.

Try to find out what your customers want and how they can overcome their fear. Don’t forget that event though you are constantly working in and with your company, a potential buyer has no idea your company exists and that they do not trust you – yet. Leads might also be scared of making a big decision and this is why you need to address their fears as part of your copywriting, ultimately making it easier for them to take the step to buy your product.

Another important thing to keep in mind is that you need to understand what satisfaction looks like for your audience and how they are willing to succeed that satisfaction. Think of where your company can help people and if people are willing to give something in return– whatever your company is asking in return, no matter if it is money or an email address.

So what are traits of good copywriters?

They are customer centric

There is no place for a ME ME ME attitude in copywriting. Everything is about the customer. Copywriters look for different ways the customer is looking to achieve their desires and helps people to avoid failure.

They are aware of their own biases

Everyone has his or her own biases but it is important to sent your biases aside, especially towards the product of service you are copywriting about. It is not that because you love something, that other people will love it just as much, or love it for the same reasons. It is important as a copywriter to talk about your products and look through the eyes of the readers and consumer by filtering out your own biases.

Do research on what customers are saying on the internet, on forums or on blogs about your product. Are they saying positive things or negative? What points are they making and what is the reason for buying the products?

They research what language to use

Find out what language your customers use. Develop an understanding of where your customers hang out, what their shared interests and activities are and what language they use when talking about these interests.

They offer value

Great copywriters will always be looking to deliver some kind of value to their readers. They will often offer something of value early on to satisfy their reader’s designer for an instant gratification. This way they can establish immediate credibility. If you show early on that you are willing to provide incredibly good information will build goodwill with your customer.

If you are able to offer people information before they buy anything from you, you will not be seen as just another marketer presenting just another marketing pitch, but you will be perceived as someone that really wants to help people.

You will be able to prove that you are very serious about your intent to help your customers and that you know what you are talking about. This will give customers a good feeling and they will be much more likely to buy from you.

They address their readers’ fears

A lot of readers will have fears or concerns before they make a purchase. However, as a copywriter, it is important to address these fears before asking your customers to buy your product or service.

After all, you need to make a connection with your customers, you need to gain their trust. You can do this by being someone that by recognising their concerns and worries.

They are imperfect

It is true that nobody is perfect. And it is important to be able to recognise when you screwed up. Admitting your mistakes is an important step in the path to becoming a better writer, copywriter and person.

It is incredibly important to show your readers that even you are not perfect and that you used to struggle with the same problems you are struggling with. You need to teach them how to avoid the mistakes you used tm make and show them an easier, faster and more satisfying way to get to the same goal.

They are clear and concise

Great copywriters will always write careful and precise texts. Time is money, and this is not only true for you and the company you work for, but also for your audience. Keep it short and simple and put in as much information as possible to build trust.

They are consistent

If you want to build trust, you have to be consistent. If you are talking about specific products, problems or solutions, you will want to keep talking about them in a specific way. This way your readers will feel safe and secure as they recognise what you are talking about.

For instance: if you want to ask your customers to sign up, you want to keep to one wording. So don’t go and mix sign up with register as this will confuse clients. And confusion means they are less eager to buy. Keep continuity of language and instructions clear and conform.

They know and use the USP’s of the product

People want to feel like they are having the best deal. They want to do well. And who would blame them? This is why you need to play out your USP’s : the Unique Selling Points. Why would people choose to buy from your company and not your direct competition?

Try to find this out and make the USP’s clear in your copywriting. It is a very powerful way to position a brand, product or service.

They make sure they are talking to the right people

There is no use in talking about brooms when people reading your text are looking to buy a hoover. This is why great copywriters will want to qualify buyers first and talk specifically to them rather than to talk to and try to sell to people for whom the product of service is not a great fit. 

Learn more from the full course

Copywriting that sells for ambitious people

Text writing for ambitious entrereneurs and writers that want to sell more

01:13:48 of on-demand video • Updated February 2018

  • How to identify your target audience
  • How to research your target audience
  • How to write texts that will convert for that target audience
  • You will be able to put together a content plan
  • You will be able to identify customers in different buying stages
  • You will be able to write for these different customers
  • You will be able to write texts about any subject
  • You will be able to sell through texts
English [Auto] Hello again in this part we are going to have a look at all the trades. The great copywriter meets the most important thing to do as a copywriter is establishing a great connection with your readers. This has to be done by establishing a comprehensive understanding of our prospects needs and what they desire. Help people make informed decisions and make sure that they know how to avoid failure. Give people direction and a destination that can deliver what they want. It is very important to be aware of all the fears and concerns that your readers might have while reading your text. You will also have to discover their desires and the way they want to feel. After buying your product or service this is the key to connecting to your audience. It doesnt matter if its for monetary purposes time or either pride or social reasons people will always be buying because they want to feel or search to try to find out what your customers want and how they can overcome the fear that's blocking them from actually buying your products. And don't forget that even though you are constantly working and with your company a potential buyer has no idea that your company exists and actually does not have any interest in your company yet. Leads might also be scared of making a very big decision and this is why it's very important that you address their fears as part of your copywriting. Ultimately you will have to make it easier for them to make the big step into buying your product. Another important thing is that you want me to find out what satisfaction looks like for your customers and what they are willing to offer for that satisfaction. Think of where your company can help people and if people are willing to give something in return and obviously that what ever it is what your company is asking for in return it doesn't matter if it's money or an email address. So what are some traits of excellent copywriters. First of all they are consumer and customer centric. There actually is no place for me me me attitude in copywriting. Everything has to be about the customer. Copywriters have to look for different ways that people are looking to satisfy their needs and desires and to help people avoid failure. Copywriters are also aware of their own biases. Everyone has their own biases and don't say you don't because everyone does but it is very important to set those biases aside when you start writing especially to words a product or service you're writing about. It's not because you love something or you think something is fair that other people will also love it or think it's amazing especially not for the same reasons as you do. It is very important as a copywriter to take the place of your customers to look at your product and service through their eyes and to do this. You have to fill out your own biases. Do research on what people are saying online about your product or service. Go to forums and blogs look at Commines are people saying things that are positive or are people saying things that are negative. What parts are people making and what is their reason for buying. Or maybe not buying your product. Great copywriters also research what language to use. You need to find out how your customers and consumers talk. Do they have a certain jargon. Do they have a certain slang. Develop an understanding of where your consumers and customers hang out what are their shared interests or their shared values and what language are they using. When we talk about these shared values. Another thing that is very important to do when your copywriter is offering value great copywriters will always be looking to offer some kind of value to their readers. They will often offer something of value early on to satisfy their consumers and readers desire to get value early on. It is basically taking part of instant gratification. This way you can establish credibility in me. You earn trust. If you show up early on that you are willing to give amazing information and amazing how early on you basically build up with your consumer customers you are building their trust and something else. If you are offered great information before people buy something you are not being seen as some kind of salesperson or marketer you're not being seen as a slick person just doing some kind of marketing pitch if you know what I mean. But you will be perceived as someone that really wants to help people. You'll also be able to prove that you're serious about your intent to help people to help people achieve their goals and you can also show that you know what you're talking about. This would give consumers a great feeling and it will increase the chances of them buying from the very important thing while being a copywriter is to address your readers fears. A lot of readers will have fears or concerns before they buy a product. However copywriter it's very important to address those fears before asking your consumer client or indeed to buy the product you are advertising. After all you need to make a connection with people you need to gain their trust and you can do this to someone by talking about people's concerns by Pop talking about people's fears and recognizing that they're worried about something and the other thing is copywriters are always imperfect and it's very important that you know this of yourself. You're not perfect. Admitting that you are making mistakes is a very important step in becoming a better copywriter a better author a better person. It is incredibly important to show your readers and your clients that after all you're not perfect. You struggle with the same things that they're struggling with now you need to teach them how to avoid mistakes you are making and should have a better way and easier way a faster way and help them to avoid failure. Copywriters are clear and concise. Great copywriters writers will always write clear and concise and very detailed texts. Time is money and that's not only true for a company you work for but also for you as a copywriter and your audience. So keep it short and simple and put in information to get the whole text to build and keep that trust. Copyright is great. Are consistent. If you want to build trust you need to be consistent. If you are talking about specific problems or specific products or services you want to keep talking about them in a specific consistent way. This way your readers will feel safe because they recognize what you are talking about. From the way you are talking about it for instance if you are asking the customers to sign up you want to keep the question in one wording so don't go and mix up. Sign up and sign in and register because that will only confuse people. People are confused. They lose their trust. They lose their ability to make a snap decision. Keep continuity of language and keep instructions clear. That's one of the biggest tips I can give you on copywriting. Great copywriters also know and use a unique selling point or US piece of the company. People really want to feel like they have the best deal on the market. They want to do well and who would blame them. This is where you need to plant your you is piece. The unique selling points. Why would people choose to buy from your company not from the company around the corner or from the cheaper one or from the other one that has better reviews on Yelp. Try to find this out and make your unique selling points clear in your copywriting. This is a very very powerful way to position a brand or service or anything else you want to write about. Great copywriters will also make sure they are talking to the right people. There is no use of talking about Breyers when people you are talking to are actually looking for a Hoover. This is why great copy writers will always always wants to qualify their audience and talk specifically to them rather than try to talk and sell to as many people as possible. Now what I want you to do for this part is go over all the traits that are great copyright to house and try to come up for yourself with a plan. Look. Am I good at this. Am I not good at this. Is this something I need to become better at. And how will I become better at doing this. How will I develop my traits. You can just write it down in the task section are you to me or you can email them to me on my new to me email. Hope to see and next part of the course.