Copywriter Skills

Learn about the skills that will be most essential for Copywriters in 2024.

Getting Started as a Copywriter

  • What is a Copywriter
  • How To Become
  • Certifications
  • Tools & Software
  • LinkedIn Guide
  • Interview Questions
  • Work-Life Balance
  • Professional Goals
  • Resume Examples
  • Cover Letter Examples

What Skills Does a Copywriter Need?

Find the important skills for any job.

research skills for copywriter

Types of Skills for Copywriters

Creative writing and storytelling, marketing and brand awareness, seo and digital content strategy, research and analytical skills, adaptability and continuous learning, communication and collaboration, top hard skills for copywriters.

Crafting compelling content through SEO, persuasive storytelling, and data analysis to drive engagement and conversions across various digital platforms.

  • SEO and Keyword Research
  • Content Management Systems (CMS)

Conversion Rate Optimization (CRO)

  • Copywriting for Different Formats (e.g., email, web, social media)
  • Data-Driven Content Analysis
  • Understanding of Consumer Psychology and Persuasion Techniques

Brand Storytelling and Voice Consistency

  • Technical Writing and Documentation
  • Editing and Proofreading
  • HTML/CSS Basics for Web Content Formatting

Top Soft Skills for Copywriters

Harnessing creativity, empathy, and critical thinking to craft compelling narratives that resonate with audiences and meet strategic objectives.

  • Creativity and Conceptual Thinking
  • Empathy and Audience Awareness
  • Adaptability and Flexibility
  • Excellent Communication Skills

Collaboration and Teamwork

  • Time Management and Deadlines Adherence
  • Attention to Detail
  • Problem-Solving and Critical Thinking
  • Storytelling Ability
  • Continuous Learning and Curiosity

Most Important Copywriter Skills in 2024

Seo and content optimization, adaptability to new content formats, understanding of content management systems (cms), cultural sensitivity and inclusivity.

research skills for copywriter

Show the Right Skills in Every Application

Copywriter skills by experience level, important skills for entry-level copywriters, important skills for mid-level copywriters, important skills for senior copywriters, most underrated skills for copywriters, 1. psychological insight, 2. research proficiency, 3. seo savviness, how to demonstrate your skills as a copywriter in 2024, how you can upskill as a copywriter.

  • Master SEO and Analytics: Deepen your understanding of search engine optimization and analytics to create content that not only captivates but also performs well in search engine rankings. Tools like Google Analytics and SEMrush should become part of your toolkit.
  • Explore Interactive Content: Learn how to craft interactive content such as quizzes, polls, and interactive infographics that can increase user engagement and provide valuable data on consumer behavior.
  • Embrace Content Personalization: Develop skills in creating personalized content strategies that cater to individual user preferences, leveraging AI and data insights to tailor your messaging.
  • Enhance Storytelling Techniques: Refine your storytelling skills with workshops or courses in narrative construction to create compelling and memorable content that connects with audiences on an emotional level.
  • Expand Your Multimedia Skillset: Gain proficiency in video and audio content creation, as these mediums continue to dominate user engagement. Understanding the basics of video editing and podcast scripting can set you apart.
  • Stay Current with Industry Trends: Regularly read industry blogs, subscribe to Copywriting newsletters, and join webinars to stay informed about the latest content marketing strategies and consumer trends.
  • Practice Writing Across Different Formats: Challenge yourself by writing for a variety of formats, such as email marketing campaigns, social media posts, white papers, and e-books to diversify your skills and adaptability.
  • Network with Other Professionals: Join Copywriting and content marketing communities, attend virtual meetups, and participate in forums to exchange ideas, receive feedback, and build professional relationships.
  • Invest in AI-Assisted Writing Tools: Familiarize yourself with AI writing assistants and content generation tools to streamline your workflow and enhance creativity, while also understanding the ethical considerations and limitations of AI in Copywriting.
  • Focus on Conversion Rate Optimization (CRO): Learn the principles of CRO to craft copy that not only attracts but also converts readers into customers, understanding the psychology behind user actions.

Skill FAQs for Copywriters

What are the emerging skills for copywriters today, how can copywriters effectivley develop their soft skills, how important is technical expertise for copywriters.

Copywriter Education

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More Skills for Related Roles

Shaping narratives and engaging audiences through compelling, creative content

Shaping brand narratives, driving engagement through compelling digital content

Shaping compelling narratives, driving engagement through strategic content creation

Crafting compelling narratives, engaging audiences with powerful words and ideas

Shaping narratives, refining content to captivate audiences and uphold brand voice

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How to Research for Copywriting: 6 Tips and Strategies

Good research can make or break your content. Here’s how to do it effectively, and what common pitfalls to avoid as a copywriter.

research skills for copywriter

One of the keys to success in copywriting is solid research.

Ask veteran copywriters about the role of research—and they’ll tell you that it’s one of the top skills to have in your professional toolbox.

More often than not, it’s not enough to rely on your knowledge and experience on a topic. You need to get the facts straight, cite the correct figures, and understand the consensus among experts in the industry.

This blog post will show you how to do effective research for copywriting to create content guided by emerging trends and informed by the most recent research in any industry.

1. Know Your Audience

The first and, arguably, most important step is to begin with a good understanding of who you’re creating content for.

Getting this part right will help you identify the type of information they need, where on the Internet to find it, and how best to present it to them.

Suppose your readers are young parents who work full-time in need of childcare providers in town. They will be looking for a different kind of information than policymakers interested in the relationship between the nutritional knowledge of childcare providers and childhood obesity.

I know this may sound obvious to some or even most of you, but it baffles me how often I see (otherwise well-written) content that ultimately fails to answer the questions its readers are asking.

So the next time you sit down to write a piece of content, ask yourself:

  • Who is the reader of this content?
  • What group of people do they belong to?
  • How familiar are they with the topic in question?
  • Are they looking for beginner’s, intermediate, or expert content?
  • What kind of opinions, facts, and/or data points are they expecting to see?

As soon as you’ve clarified this, proceed to the next step.

2. Understand What Questions They’re Asking

If you think you know what others are asking online about a topic, you’re probably wrong. The more knowledgeable you are on it, the more likely you will not guess the questions that beginners have (this is called “expert’s bias”).

Rather than guessing, use a search listening tool like  Answer the Public  (freemium) or  Answer Socrates  (free, at least for the time being).

Search listening tools collect the suggestions that come up on the autocomplete of search engines like Google, Bing, and DuckDuckGo—and give you the bird’s eye view of them.

It doesn’t sound like much, but autocomplete is a powerful and often underappreciated source of insight. Most copywriters are unaware that online platforms will suggest only the terms that enough people are searching for.

If a phrase is on autocomplete, this means that plenty of Internet users are searching for it. So tapping into this data is a sure-fire way to get the “real” frequently asked questions on any topic.

Here’s an example.

Say that you’ve been hired to write a long-form article titled “The Ultimate & Unofficial Chrysler 300 Owner’s Manual.”

You could probably write a several-thousand-word article without tapping into the insights from a search listening tool. But will you answer the questions that this car’s owners are actually asking?

I checked what questions people were asking about it. Some pretty specific ones, like “Are Chrysler 300 rear-wheel drive?”, “Can Chrysler 300 tow a boat?”, and “Can Chrysler 300 be flat-towed?” came up.

3. Don’t Underestimate Quora, Reddit, and YouTube

I’m going to be a little controversial and tell you not to underestimate Quora, Reddit, or YouTube as your primary research sources. They have a lot of people who have an interest or firsthand experience with nearly any topic imaginable.

When you’re looking to find out how others are solving a problem, check the threads on Quora or Reddit, and the instructional videos on YouTube. Nine times out of ten, you will be able to find a solution (or at least a few workarounds).

You should always double-check the facts that their users are citing, and these platforms definitely shouldn’t be your only source of information. However, when you’re researching copywriting, don’t gloss over them when they appear in Google’s search results.

4. Read Through the Academic Papers on the Topic

Google Scholar ,  Microsoft Academic Research , and  RefSeek  are three search engines for academic research that you can (and should) use to dig deep into any topic.

Three other good sources of articles are , the  Wiley Online Library , and  JSTOR .

The more you do this, the faster you’ll see that most academic papers follow roughly the same structure:

  • Abstract/summary
  • Introduction

The trick to making scientific literature work for you, according to academics, is to know how to read it properly.

“I start by reading the abstract,” Jesse Shanahan, a graduate student in astronomy at Wesleyan University,  tells   Scientific .

“Then, I skim the introduction and flip through the article to look at the figures. I try to identify the most prominent one or two figures, and I really make sure I understand what’s going on in them. Then, I read the conclusion/summary.”

Now here’s how a non-academic (like yours truly) does it.

When I’m reading scientific literature as part of my research for copywriting, I usually read through the abstract to determine if the paper is relevant to my topic in the first place.

Then, I skim through the introduction and the conclusion to get a sense of what the approach and key findings of the study in question are going to be. That helps me make sense of the details later on.

Next, I read each section carefully, taking notes (I’ll either print the article out or, if it’s too long, use Adobe Reader’s highlighter, making sure I don’t forget to save the document before closing it).

Last, I look at the references to see if any other papers that this one has cited can help me dig deeper into my topic.

5. Read Non-Fiction Books or Listen to Audiobooks

When creating a piece of content, most copywriters will skim through the top three to five results in Google and rewrite them in their voice.

If you do the same thing, you won’t like what I’m about to say, but that’s simply a lazy way of doing your research! And yes, that’s coming from someone who also did this when he was a copywriting newbie.

Trust me on this; no matter what topic you’ve been hired to write about, there are several well-written books or perfectly narrated audiobooks that no one else has taken the time to read or listen to.

The outcome?

Unless you do original research and read the works of experts on the topic, your work will be the same as everyone else’s, no matter how well you spin the words.

Original research isn’t limited to just literature.

6. Take Time to Do Original Research

If you want your content to stand apart and be helpful to your readers, you have to be willing to do what others are not—and that’s original research.

While mainly for bloggers, here’s a good video on the topic of original research by Jim Harmer and Ricky Kesler of Income School:

Writing an article on the best material for a fence?

Pick up the phone and call a few fence companies in your city or state, asking them for a comment that you can cite. Sure, not all of them will get back to you, but those that do will supply you with their expert advice and insight your readers are looking for.

Writing a review of the best email marketing apps for newbies?

Sign up for a trial on each of them, try them out for yourself, and write about your experience with their onboarding processes.

Were they intuitive and usable right out of the box, or did you keep having to refer to the documentation? Was the documentation good enough, or were you compelled to search for how-to posts or instructional YouTube videos on the topic?

If you want your copy to be original, you must go out into the field and do original research. Even when you’re not getting paid by the hour, dedicate some of your time to it (your readers will thank you, and your clients keep throwing work at you).

In Conclusion

To do effective research as a copywriter, it’s essential to know your audience.

The more you know about who they are and their needs, the better able you will be to write content relevant to them.

Keep in mind that people go online with questions they want answered; many of these questions can often be solved by reading articles or watching videos on how-to topics related to those problems.

Doing original research is also an option – but make sure it’s reliable! When in doubt, refer to the nonfiction books on your topic (or other trusted sources), and don’t forget to do your original research, so you have something new and helpful to share with your readers.

What tips or strategies do you have? Share them in the comments below!

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research skills for copywriter

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Skills for Copywriting: 10 Skills You Must Have to Succeed

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Hannah Yang

skills for copywriting

Anyone can become a copywriter, with or without a writing degree.

But just because anyone can become a copywriter doesn’t mean it’s easy to succeed as a copywriter. There are certain skills you need to master before you can write fantastic copy.

So, what are the most important skills you need for copywriting ?

Whether you’re just starting out in copywriting or are a seasoned pro, the tips in this article will help you ramp up your skill set and become more attractive to clients looking for content.

Quick Recap of Copywriting

10 skills you need to be a copywriter, conclusion on skills for copywriting.

Let’s start with a quick overview of what copywriting is.

Copywriting refers to writing for the purpose of advertising or marketing. In other words, it means crafting text that’s designed to promote a product or service.

The goal of copywriting is to persuade a target audience to take a specific action, such as buying a product or signing up for a newsletter. Good copywriting can help a business or organization communicate its value to potential buyers and stand out in a crowded marketplace.

Copywriters may work across a wide range of platforms, including company websites, social media sites, email, advertisements, and more.

At a high level, copywriting requires a strong understanding of the target audience, as well as an ability to write in a way that’s engaging, informative, and persuasive.

Now that we’ve covered the basics of copywriting, it’s time to talk about the most critical copywriting skills you need to do this job well.

Without further ado, here are ten crucial skills you need to become a successful copywriter.

1. Self-motivation

The vast majority of copywriters work from home and set their own schedules. Self-motivation may be the top skill that a freelance copywriter needs.

If you can’t motivate yourself to sit at the computer every day and pump out the content clients need, you won’t be in business very long.

There’s no such thing as writer’s block. You need to fill a blank screen with content, no matter how you’re feeling that day.

Self-motivation also helps you meet client deadlines, an essential habit for developing a stellar reputation. If you want clients to keep returning to you with new work, never miss a deadline.

10 skills needed to be a copywriter

2. Audience Understanding

The ability to empathize with your target audience is key. You’ll need to write in a way that will touch upon their deepest desires, fears, wants, and needs.

An in-depth and thorough understanding of your audience leads to click-throughs, opt-ins, and conversions—everything a copywriter should excel in.

In today’s content environment, understanding your audience means knowing what information readers want and making it easily and quickly available. Make sure you can address your target audience’s specific desires and pain points, so you can persuade them to act.

3. Creative Thinking

A good copywriter should be able to come up with creative and original ideas for marketing campaigns and messaging.

This is especially important in today’s competitive and crowded marketplace, where businesses and organizations are constantly looking for ways to stand out and differentiate themselves from their competitors.

You’ll need to think outside the box and come up with fresh and innovative approaches to advertising and marketing. This might involve coming up with new ideas for campaigns or finding unique ways to present information.

4. Attention to Detail

As a copywriter, it’s important to carefully proofread and edit your work to ensure it’s error-free.

Even small mistakes or inconsistencies can undermine the effectiveness of your message and damage the credibility of the business or organization you’re working for.

You’ll need to make sure your work is free of spelling and grammar errors, and that it’s consistent in terms of style and tone. You should also be mindful of other details, such as ensuring your materials are properly formatted and that all images are properly placed and sized.

Good attention to detail is essential for ensuring your copy is high-quality and effective in achieving your company’s goals.

5. Marketing Knowledge

A good copywriter should have a strong understanding of marketing and branding principles. You’ll also need an understanding of how to craft a message that’s aligned with the overall marketing campaign of the business or organization.

Digital marketing is just as important as traditional marketing.

Copywriting often involves working on a variety of materials, such as website content, social media posts, and advertisements. In all of these mediums, you’ll need to know how to craft a persuasive message that resonates with the audience and effectively communicates the value of the product or service being promoted.

6. Research Skills

Copywriting and content creation require understanding the product you’re advertising. You’ll need excellent research skills to complete each copywriting job.

Readers are inundated with information, and they’re tired of reading fluff pieces that exaggerate the facts or fail to include reliable information. They want solid, well-researched, informative articles that tell them something new.

You may find you’re spending twice as much time researching as you do writing. That’s okay. In fact, it’s great, especially if you’re likely to be writing for the same client or within the same industry in the future. If you don’t end up using everything you find during research, it may come in handy for content you’re writing down the road.

The key is to understand how to research intelligently. Be aware of your sources on the internet. And use long tail keywords when researching to see what people are saying about your topic.

7. Ability to Incorporate Feedback

Every copywriter gets feedback from colleagues, editors, clients, and more. Even freelance copywriters, who set their own schedules, collaborate closely with others.

If you want to succeed in this industry, you’ll need to know how to accept feedback, even if it hurts to hear.

If you’re creating content with rigid boundaries set by your client or organization, you’ll need to be able to take their feedback and incorporate it into your vision. If you have a little more flexibility, you can decide which pieces of feedback to listen to and which ones to set aside.

Learning how to take feedback is difficult at first, but it’s key to succeeding as a copywriter and collaborating with those around you.

Those who create the most compelling content have a passionate voice. It comes through in everything they write, infusing their choice of words with energy and enthusiasm that’s contagious.

It’s really hard to write about a product or service you’re not passionate about.

The best way to write copy is by getting so connected to your client’s product or service that you end up wanting to purchase it yourself. If you can convince yourself to care about the product, you’ll be able to convince your audience.

9. SEO Knowledge

SEO stands for search engine optimization, which is critical for blog writing, writing web pages, and more.

While you don’t need to be an SEO guru, you should have a pretty good understanding of basic SEO practices, like long tail keyword phrases, but no keyword stuffing.

For example, you should learn how to write relevant, concise, and targeted meta descriptions. Also, understand how headings, unique URLs, and subheadings work with SEO best practices.

You should also know how to research keywords and provide your clients with a list of suggestions for three- to four-word phrases that should be part of their content marketing strategies. Then, you should be able to use these phrases, so your content is highly informative, which gets better SEO results.

10. Writing Skills

Last, but certainly not least, you need great persuasive writing skills.

Gone are the days when writers could throw any SEO content on the page and get ranked. Only those who excel at creating easy-to-read content with compelling conclusions will succeed as a copywriter.

Copywriting involves crafting clear, concise, and compelling messages. You need to be able to write in a way that’s engaging and easy to understand.

Some specific writing skills you’ll need include the ability to make complex topics simple, write great transitions, and choose the best words that engage your readers.

While you needn’t be a grammar aficionado, you do need to create content free of grammar, punctuation, and spelling errors, amongst other technical gaffes.

This is where ProWritingAid will help you excel. Cultivate your voice by using ProWritingAid to create clear, consistent copy. Your content will end up polished and ready for any client to review.

Copywriting is an important field that’s drawing new talent every day. Writers who are highly skilled and able to crank out relevant and informative content will always be in demand.

If you can conquer the copywriting skills in this article, you’ll be well on your way to achieving a full stable of clients who value your work.

Good luck, and happy writing!

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Hannah Yang is a speculative fiction writer who writes about all things strange and surreal. Her work has appeared in Analog Science Fiction, Apex Magazine, The Dark, and elsewhere, and two of her stories have been finalists for the Locus Award. Her favorite hobbies include watercolor painting, playing guitar, and rock climbing. You can follow her work on, or subscribe to her newsletter for publication updates.

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Master These 11 Copywriting Skills In 2024: Principles For Copywriters

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Do your skills in copywriting need to improve, and do you need to know why? Are you looking to enhance your writing skills and become a successful copywriter?

In this blog post, I'll share the top copywriting skills every aspiring writer should learn.

From creative thinking to mastering content marketing strategies, these skills will help you craft compelling copy that engages your audience and drives conversions.

So grab a pen and paper, take some notes, and dive into the world of successful copywriting.

Tl;dr: Copywriting Skills

  • Creative Thinking : Developing innovative ideas to capture the target audience's attention.
  • Master Research and Search Intent : Understanding the target market's needs and interests to create relevant content.
  • Understanding Your Target Market : Knowing the audience deeply, including their values, pain points, and aspirations.
  • Mastering the Art of Storytelling : Creating engaging narratives to draw readers into the content.
  • Creating an Emotional Connection : Using language and storytelling to evoke specific emotions and build trust with the audience.
  • Understanding SEO and Keyword Research : Incorporating SEO best practices and keywords to improve content ranking and visibility.
  • Incorporating Social Proof and Testimonials : Leveraging customer feedback and ratings to enhance credibility and trust.
  • Master Persuasive Writing : Crafting compelling messages that motivate readers to take action.
  • Learn Content Marketing : Creating valuable, engaging content that drives traffic and encourages exploration.
  • Analytical Skills : Analyzing data to understand audience preferences, keyword effectiveness, and content engagement.
  • Know Copywriting Frameworks : Understanding and applying copywriting frameworks to create effective marketing materials

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Why Is Copywriting Important?

Copywriting is one of the essential skills in digital marketing and advertising.

It involves writing copy that persuades people to act, whether buying a product, signing up for a service, or simply engaging with a brand.

What is ai copywriting?

With effective copywriting, businesses can connect with their target audience and generate sales.

That's why having strong writing skills, good copywriters, and understanding the important copywriting skill of persuasion is crucial in today's digital age.

Whether creating social media posts, email newsletters, or website content, mastering the art of copywriting can make all the difference in driving engagement and conversions.

What Are The Top Skills For Copywriting To Learn?

As a content writer, staying up-to-date with the latest trends and techniques in copywriting is important.

By gaining insights into essential copywriting skills, you can improve your craft and develop new ideas that resonate with your target audience.

Master copywriting skills

In this post, we'll explore the top skills for copywriting that every aspiring writer should learn.

From understanding the psychology of persuasion to mastering the art of storytelling, these skills will help you create compelling content that drives engagement and conversions.

So whether you're a beginner or an experienced writer looking to take your skills to the next level, read on to discover the essential copywriting skills that will set you apart from the competition.

1. Creative thinking

Creative thinking is one of the essential skills for any writer, especially in copywriting.

As modern marketers continue to push the boundaries with their campaigns, it's necessary to think outside the box and come up with innovative ideas that capture the attention of your target audience.

Whether crafting a social media or blog post or writing a long-form article , approaching the written word from a fresh perspective can make all the difference in creating outstanding content.

By cultivating your creative thinking skills, you can tap into your imagination and develop unique concepts that resonate with your readers and drive engagement.

So if you want to take your copywriting to the next level, start by embracing your inner creativity and exploring new ways to express yourself through words.

2. Master Research And Search Intent

For good copywriters, research is essential to the copywriting job itself.

To create content that resonates with your target market and achieves your business goals, it's crucial to have a deep understanding of your readers' needs and interests.

By mastering research and search intent, you can identify the keywords and topics that are most relevant to your audience and craft content that addresses their pain points and provides valuable solutions.

Whether you're writing a blog post or developing a marketing campaign, conducting thorough research can help you create content that connects with your readers on a deeper level.

So if you want to improve your copywriting skills, start by honing your research abilities and gaining a better understanding of what drives your target audience.

3. Understanding Your Target Market

Successful copywriters understand the importance of knowing their target market inside and out.

By developing strong communication skills and gaining insights into their audience's needs, successful copywriters can craft content that persuades people to take action.

Understanding your target market requires more than just demographic data - it involves delving deeper into their values, beliefs, pain points, and aspirations.

By doing so, you can create content that resonates with them and inspires them to engage with your brand.

Whether you're writing an email marketing campaign or developing a social media strategy, taking the time to understand your target market can make all the difference in creating content that drives results.

So, to become a successful copywriter, start by getting to know your audience and crafting content that speaks directly to them.

4. Mastering the Art of Storytelling

Compelling storytelling is essential for any writer, whether you're a professional writer or using AI story generators.

The key to mastering the art of storytelling is developing a writing style that engages readers and draws them into the narrative.

Whether you're writing fiction or non-fiction, a good story should have a clear beginning, middle, and end and should be crafted to keep readers engaged from start to finish.

While some people may have a natural talent for storytelling, it's a skill that can be developed through practice and dedication.

By studying the techniques used by successful writers and experimenting with different styles and formats, you can hone your storytelling abilities and create content that captivates your audience.

So if you want to take your writing to the next level, start by mastering the art of storytelling and creating compelling stories that resonate with your readers.

5. Creating an Emotional Connection

Creating an emotional connection is a critical element of effective copywriting.

Whether writing content for the top of the marketing funnel or crafting a sales page, creating an emotional connection can help you build trust with your audience and inspire them to engage with your brand.

Skilled copywriters understand the importance of connecting with their audience personally and using emotion to persuade people to take action.

A good copywriter knows how to use language and storytelling techniques to evoke specific emotions in their readers, whether it's excitement, fear, joy, or empathy.

By tapping into these emotions, you can create content that resonates with your audience and motivates them to take the next step in their customer journey.

So, to become a successful copywriter , start by mastering the art of creating an emotional connection and using it to persuade people to take action.

6. Understanding SEO and Keyword Research

Understanding SEO and keyword research is one of the crucial skills for freelance copywriters and content writers in today's digital marketing landscape.

While technical skills like coding and website design are essential, creating content that ranks well in search engines requires a solid understanding of SEO principles and strong research skills.

Keyword research is the foundation of any successful SEO strategy.

It allows you to identify the terms and phrases potential customers use to search for products or services like yours.

By incorporating these keywords into your content naturally and strategically, you can improve your chances of ranking higher in search results and attracting more traffic to your site.

While mastering SEO may seem daunting at first, with practice and dedication, anyone can develop the research skills needed to create compelling content that drives traffic and engages readers.

Surfer SEO

With Surfer, you can have your articles ranked on the first page of Google by using machine learning and other ranking factors.

7. Incorporating Social Proof and Testimonials

Including social proof and testimonials is absolutely essential for your marketing content.

A skilled copywriter can leverage social proof and place it on the web page and blog posts to demonstrate that other customers have used the product or service and are satisfied.

Testimonials serve as a form of assurance for potential customers, as they can read about first-hand experiences from real people instead of just hearing company claims.

You can also collect video testimonials using video testimonial software , which can accept customer feedback and ratings.

This tool allows you to collect and embed testimonials in minutes. Create a wall of love using

8. Master Persuasive Writing

Mastering persuasive writing is a crucial part of any good copywriter's job.

Whether you're creating content for a website, social media platform, or advertising campaign, crafting compelling and convincing messages is essential in today's world of written communication.

Persuasive copy should be clear, concise, and engaging, and it should grab the reader's attention and keep them engaged until the end.

A good copywriter knows how to use language effectively to persuade readers to take action, whether purchasing, signing up for a newsletter, or simply sharing your content with others.

By mastering the art of persuasive writing, you can create content that resonates with your audience and drives results for your business or organization.

So if you want to improve your writing skills and become a more effective communicator, start by creating persuasive copy that engages and inspires your target audience.

9. Learn Content Marketing

Content marketing is essential for businesses looking to increase their online visibility and drive traffic to their web pages.

By creating high-quality, engaging content that incorporates search engine optimization (SEO) best practices, you can hook people in and encourage them to explore your website further.

The key to effective content marketing is to create content that provides real value to your audience, whether that means informative blog posts, engaging videos, or interactive social media campaigns.

10. Analytical Skills

Analytical skills are essential for anyone looking to succeed in today's data-driven business world.

Whether you're working in marketing, finance, or another field, the ability to analyze and interpret data is crucial for making informed decisions and gaining insights into key trends and patterns.

When it comes to blogging, strong analytical skills can help you understand which topics resonate most with your audience, which keywords drive traffic to your site, and how visitors engage with your content.

By using powerful data analysis tools like Google Analytics or surfer seo, you can gain a deeper understanding of your audience and use that knowledge to create more compelling content.

With the right analytical skills and blogging tools , you can take your blog to new heights and connect with readers on a deeper level than ever before.

11. Know Copywriting Frameworks

A strong copywriting skill for anyone looking to create effective marketing materials, including landing pages, ad copy, and written content.

One of the keys to success in copywriting is understanding the various frameworks that can be used to structure your messaging and capture the attention of your target audience.

One such framework is AIDA, which stands for Attention, Interest, Desire, and Action.

This approach involves breaking down your messaging into these four key stages and using each to build momentum towards a desired outcome, whether clicking through to a landing page or making a purchase.

By mastering frameworks like AIDA and tailoring them to your specific needs as a marketer or copywriter, you can create compelling content that resonates with your audience and drives accurate results over time.

How Can You Improve Your Copywriting Skills?

Now that you know what skills are needed to write copy that converts, it's time to improve it.

Practice Writing

Beyond the formal training,  A copywriting tip is to continue practicing your copywriting as much as possible. 

Writing copy regularly is the best way to hone your skills and stay current with trends.

Try writing for different audiences and styles, such as blog posts, landing pages, email campaigns, advertising, and web copy.

Take an Online Course

Gain insights by enrolling in an online course that focuses on copywriting.

Doing so will provide you with tips and best practices from experienced professionals in the field.

This can further help refine your copywriting techniques , so you can write content that speaks directly to your target market.

Use AI Copywriting Tools

AI copywriting tools will help generate written copy quickly and effectively. These tools can provide the structure, keywords, and phrases to create engaging copy that resonates with your audience.

Although AI copywriting tools are very helpful in creating content, it is essential to remember that the human touch is still necessary for successful copywriting projects.

I use and ChatGPT for my content creation.

However, I recommend using an AI content detection tool such as Content At Scale to ensure your content is optimized for SEO and contains the necessary keywords for effective marketing.

AI tools can make your copywriting job easier.

Develop an Understanding of the Industry

Developing a firm grasp of the industry and its various trends and best practices is essential to succeed in copywriting.

This means staying up-to-date on the latest developments in marketing and advertising and building relationships with other professionals in the field.

Copywriting trends using google trends

One effective way to gain exposure and build your network is through guest posting on relevant blogs or websites.

You can also look through Reddit or Google trends.

By sharing your insights and expertise with others in the industry, you can establish yourself as a thought leader and build valuable connections that can help you advance your career over time.

Take on Small Projects

As a freelance copywriter, it can be challenging to land big projects right out of the gate. That's why starting small and taking on more manageable assignments is essential whenever possible.

This might mean writing video scripts or short social media posts for clients needing quick turnaround times.

Taking on these smaller projects allows you to hone your craft, build your portfolio, and develop the soft skills necessary to succeed in this competitive field.

How to Highlight Your Copywriting Experience

Highlighting your copywriting experience is necessary for any copywriter aiming to snag a job in the industry.

Employers want to know that candidates understand copywriting and have the skills to craft compelling copy.

To make your resume and cover letter stand out, use keywords, demonstrate your industry knowledge, and showcase your past work.

Copywriting is a form of written word and communication that influences and encourages an audience to take the desired action.

To be successful in copywriting, an individual should have good writing, creativity, research, technical, and interpersonal skills.

Copywriters must practice writing, take online courses , understand the industry, take on small projects, and highlight their copywriting skills in resumes and cover letters.

With dedication and the right copywriting skill set, copywriters can use these essential principles for success to help them master copywriting and work toward success.

Frequently Asked Questions

What does a copywriter do exactly.

Copywriters create effective advertisements and marketing materials that draw the reader in and compel them to take action.

They communicate ideas in a way that resonates with each target audience, helping brands to stand out amongst their competitors.

Copywriters must be able to craft compelling stories that capture their readers' attention. They must be able to write in a way that is both engaging and persuasive while also being mindful of

How can I learn copywriting skills?

The best way to learn copywriting and communication skills is to get a degree in communications or marketing, read books by experienced professionals, practice writing for yourself and others, and build up an impressive portfolio of work.

Utilizing all these methods will give you the tools you need to be successful in copywriting.

What are the six core copywriting skills?

Successful copywriting relies on six core skills: research, strategy, wordsmithing, persuasion, testing, and analytics.

These together compose the critical elements of compelling copy that will drive reader engagement, conversions, and sales.

Eddy Ballesteros

Eddy Ballesteros

Eddy is an AI, SEO, and personal finance blogger who uses and tests products to help others improve their lives through AI and financial literacy. With years of experience in online business, he deeply understands the latest AI and SEO trends. Eddy is also well-knowledged in personal finance and committed to sharing his knowledge and expertise with his readers.

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14 Copywriting Skills To Be An Effective Writer

research skills for copywriter

Copywriters are responsible for crafting powerful, persuasive messages that get readers to convert. In other words, a good copywriter does much more than just write well.

There's a broad set of essential skills you must have under your belt—from knowing how to write concisely and turn complex ideas into easy-to-digest messages to tapping into your target audience's mind to resonate with it.

That said, this post will go through the most valuable skills in copywriting.

Whether you're new to this industry or already experienced, mastering the skills below are the cornerstones of becoming a successful copywriter.

What you will learn

  • Basic copywriting skills—from researching to writing easy-to-read SEO-friendly content.
  • Copywriting formulas and psychology tips to empathize with readers and keep them engaged.
  • How communication skills apply to both copywriting and healthy client relationships.
  • How to boost productivity and creativity via copywriting tools and time management.

What are copywriting skills?

Copywriting skills comprise a wide range of qualities that are essential for writing effective marketing content. These skills include the ability to research, creative writing, generating engaging content, understanding the target audience, and of course, strong grammar and writing.

Copywriters also need to have other soft skills such as adaptability and a solid work ethic to deliver high-quality content on time.

Since copywriting sits at the core of marketing, writers should also hone in on their technical skills.

Strong marketing knowledge is absolutely essential for copy that's effective across various channels—from social media posts, ad copy, and emails to blogs, and more.

Which is the most important copywriting skill?

The answer to this will depend on what your goal is and why you are writing copy. It could be your creative thinking ability that allows you to craft messages that instantly attract attention, or it could even be the ability to accept feedback and adapt to a client's voice of tone.

14 copywriting skills to be a successful copywriter

While mastery over the written word is an obvious skill to possess as a copywriter, good copywriters possess a mixture of several different qualities. These abilities differentiate the very best editors and writers.

The good news is that you can develop or learn most of these skills by yourself.

Here are 14 skills that will make you better at writing copy.

1. Attention to detail

Lack of attention to detail will have a major negative impact on your copy.

Sure, typos and spelling mistakes can be inevitable, especially in long form content like blog writing, but spotting and fixing these errors is crucial.

Otherwise, you'll hinder your content's credibility, and readers will probably click the back button right away.

This Twitter post is pretty ironic, isn't it?

Fox announcer: "He was covered pretty good." Boo. #DeathOfGrammer #LoweringTheBar — Rob Lowe (@RobLowe) December 10, 2012

It's good practice to always proofread your content.

It's best to leave it sit for a while before you check it.

If your content is fresh out of the oven, you'll likely know it through and through and may subconsciously ignore typos or other mistakes.

Spacing out your copy and breaking it into multiple smaller pieces will give your eyes breathing room and make it easier to spot mistakes.

The same thing goes for fact-checking. Although the internet gives you access to endless amounts of information at your fingertips, not all of it is true.

Including false data will mislead your audience and wreak havoc on your reputation.

It's best to double-check information from at least three different sources before including it in your content.

But attention to detail doesn't stop at fact-checking and correcting mistakes.

The best copywriters observe their target audience and learn what makes them tick, then capitalize on their learnings to create impactful copy.

2. Understand reader psychology and use it

Knowing a thing or two about psychology is excellent for persuasive writing.

It helps tap into the minds of your target audience and create compelling content that connects with readers.

Adopting psychological principles can elevate your copy.

A few popularly used psychological triggers in copywriting are:

  • Urgency. This is commonly reflected in limited-time sales and offers like upsells once you have already purchased an item.
  • Scarcity. You've likely seen "limited stock" - a classic example of scarcity. It can also be conveyed in other similar ways such as "First X buyers receive Y" and so on.
  • Priming. Priming works by exposing users to short term memory associations that favor the introduction of a primary offer.
  • Decoys. Most often seen in pricing, a decoy agent is used to make other offers seem like a much better value for money.
  • Authority bias. Users attribute higher degrees of importance to an authority figure so you'll often see brands associate themselves with other non competing authoritative brands or personalities.

There are other writing skills in psychology that aren't as common.

The Pratfall Effect, for instance.

This principle helps you appear more relatable to your target audience by admitting your own mistakes.

People are more likely to trust a person who acknowledges their shortcomings over someone who just talks about their success.

research skills for copywriter

This blog post is a good example. The author admits his five biggest mistakes in the headline to connect with the audience and spark curiosity.

The headline also puts the author in a relatable position, earning the reader's trust.

The stated amount of money spent on Google Ads serves as proof that the author is qualified to share his thoughts.

3. Communicate effectively

Without a doubt, writing requires communication skills.

You must turn complex ideas into digestible information that everyone can understand.

Brevity is key—your copy must be straight to the point. Don't write paragraphs upon paragraphs if you can express an idea in a single sentence.

Otherwise, you'll drag your content out and cause readers to lose interest.

This is also where knowing your target audience comes into play.

You need to relate to readers, so use a language similar to theirs. Throwing technical jargon and difficult words at your target will only disengage readers.

This blog post is a good example of a poorly written header with an easy to read body.

The header is unnecessarily convoluted, but the sentences are short and sweet in the paragraph. The article's conversational tone is engaging and easy to comprehend.

research skills for copywriter

However, communication also extends to interpersonal skills.

The marketing industry is highly collaborative—you'll always be in touch with clients, editors, and potential prospects.

So don't be afraid to ask questions, engage in conversation, and state your needs.

You need to know your client's requirements so you can write copy that works for them. Meanwhile, your clients need to understand your working style so they can set realistic expectations.

4. Use copywriting formulas

Copywriting formulas help streamline your workflow and write more compelling copy.

These are tried and tested copywriting frameworks designed to hook the audience and boost productivity.

Like the Problem-Agitate-Solution (PAS) formula.

Let's dissect the Problem Agitate Solution framework to see what it is.

  • Problem: Identify and acknowledge your reader's pain points. This helps you empathize with your audience and spark curiosity.
  • Agitate: Emphasize the problem's gravity. This adds a sense of urgency and causes readers to react emotionally, getting them invested in your content.
  • Solution: Explain how your product or service solves the reader's problems. This prompts readers to convert or keep reading your content.

Here's an example depicting the PAS framework.

research skills for copywriter

The blog starts by bringing up the difficulty in hiring a salesperson for a startup. This problem is further agitated by mentioning their personal experience, and how different qualities are important in hiring a sales professional for startups.

The author mentions their personal experience to persuade readers to read past the introduction and presents the solution to a good hire.

Other popular copywriting frameworks include the following:

  • Attention, Interest, Desire, Action (AIDA): Use a hook to attract the reader's attention, then appeal to their interests through factual information. Turn that interest into a desire by showing your product's or service's benefits and conclude with a call to action.
  • Before-After-Bridge (BAB): Clearly highlight the readers' pain points, then paint a picture of how their lives would look if their problems were fixed. Your product or service acts as a bridge toward solving the readers' issues.
  • Features-Advantages-Benefits (FAB): Highlight a product's feature, mention the advantages that come with it, and then elaborate on how readers can benefit from the advantages in question.

5. Conduct thorough research

Good content involves a lot more than having strong writing skills.

Excellent research skills can help position you as a subject matter expert to write content that's credible and authentic.

Spend time researching reputable sources and linking them in your post.

It not only adds credibility, but it can also help readers verify your claims.

Internal linking practices are also beneficial for SEO. Search engines use these links to determine your content's usefulness and relevance in their assessment of your content quality.

Digital Marketing Institute's blog post for example, includes a link to a Reuters report under the "uncertain economic climate" text.

research skills for copywriter

It just goes to show that the author is stating a fact that a well-known news organization has verified.

The blog also adds context and backs up its statements through statistics from Google's Consumer Insights.

With the rise of AI writing tools, we risk creating universally generic content on the same topics.

It is through research and personal insights that your content will stand apart from others writing on the same topics.

6. Consider user experience

Well-written copy is sometimes not enough to keep readers engaged—especially in longer pieces like blog posts.

Reading through walls of text gets tiring after a while and will likely cause readers to lose interest.

Make sure to write with user experience in mind—readers should go through your content as easily as possible.

For instance, images and graphs help break text monotony and add additional context to your copy.

Surfer AI now includes images in your AI generated articles.

But what if your content doesn't lend itself particularly well to images. Some topics just don't have relevant images that make sense.

In such a case, you can improve the user experience with simple text formatting.

Here's an example from Slack.

research skills for copywriter

The blog post doesn't include numerous screenshots but the use of changes in the text format offers readers visual support making the content easier to read.

The copy is well structured and spaced out through headers, bullet lists, and whitespace.

This makes it easy to scan, despite the large amount of text. The sentences are also easy to understand—they are short and use simple language.

Making your online content easy to skim can decrease page bounce rates and increase dwell times, which are considered ranking factors by search engines.

Including a table of contents in the introduction can make it easier for readers to skip ahead and get to the sections they want.

Ensure that your web content is also accessible for a screen reader.

Speaking of accessibility, include alt text in your images.

They help describe the content of an image to people who use screen-reading tools. Search engines use alt texts to understand an image's context.

7. Embrace feedback

Criticism is sometimes a hard pill to swallow, but it's useful if constructive.

As a copywriter, you will work together with clients, editors and sometimes other people involved in content marketing, like graphic designers.

Each party involved may offer suggestions for improvement.

You should accept useful feedback and implement it within the content creation process. This will not only help meet your client's requirements but also improve your copywriting skills.

Additionally, each brand has a different perspective on what good copywriting is.

Some may value brevity, while others emphasize showing off your personality with more words.

Stay open to new ideas and adapt your content to fit different requirements.

Being flexible can often be an important copywriting skill for a client. A skilled copywriter will adjust the content's tone of voice to appeal to target audiences.

8. Demonstrate creativity in your writing

Copywriting is an art form, so creativity is second nature.

Think outside the box and don't be afraid to show off your personality.

It makes your copy more engaging and memorable, especially in an oversaturated market where originality is hard to come by.

Take a look at what KFC did.

research skills for copywriter

The advertisement copy doesn't make any sense—at first glance, that is.

It's a word jumble viewers must solve.

If you take the time to rearrange the letters, you'll uncover the following words: "original," "spicy," and "bbq"—KFC's  trademarks.

Although unusual, this Scrabble-like mini-game is an excellent example of thinking outside the box. It gets people directly involved in solving the puzzle, which makes the words that are found easier to remember.

But I get it; writer's block is real, and coming up with original ideas is not always easy.

You don't have to be as left-field as KFC though.

Here are a few ways you can get your creative juices flowing again:

  • Switch gears. If the time allows it, consider taking a break from your current project and starting to work on something else for a short while.
  • This helps disconnect your brain from the task at hand and give it a rest. You should feel refreshed once you come back to the original task.
  • Set up a schedule. Set up time slots specifically dedicated to creating content.
  • Over time, this will train your brain to remain fully focused and creative during the said schedule. Consider experimenting with different times of day to see when you're most creative.
  • Use AI tools. Copywriting tools like Surfy can expand on a few sentences. You can use these drafts to either pick up some ideas or jump straight to editing the text.

9. Display empathy with your readers

You must compose persuasive copy that inspires empathy and connects with your target audience.

Showing readers you understand and care about their issues is essential for crafting a memorable, long-lasting message.

For instance, this blog post by Garden of Life acknowledges the reader's pain point about setting health goals.

The language used conveys the ease but determination required to follow through with changes for setting wellness goals.

research skills for copywriter

Try to paint a picture through short, relatable stories or anecdotes that highlight your audience's main pain point.

This helps establish an emotional bond with the audience. You can also add a bit of humor for that extra oomph.

10. Posses marketing knowledge

Copywriting sits at the core of any marketing campaign—be it social media, email advertising, content marketing, and so on.

For instance, copy for landing pages can go into detail about a product's or service's benefits to persuade visitors to convert.

In contrast, PPC advertisement copy should be short, catchy, and straight to the point, while its goal is to push for click-throughs and get users to visit those landing pages.

Although hands-on marketing experience is not required to land a copywriting job, a deep understanding of how different marketing channels work helps you adapt your copy accordingly.

Additionally, copywriting is crucial for brand positioning and image.

Duolingo brands itself as a fun way to learn new languages, while the brand image is heavily involved in meme culture.

The copywriting in this particular post cracks a sarcastic joke while sticking to the language-learning positioning.

research skills for copywriter

Using the right brand of voice can communicate your brand's unique personality.

11. Use SEO to rank

Search engine optimization practices help boost organic traffic by ranking web pages higher in the search results.

Search engines aim to provide users with the best possible results for their queries.

As such, well-written, high-quality content is one of the cornerstones of a solid SEO strategy.

While writing long-form blog posts is standard practice for SEO, it helps to learn some basic SEO writing skills.

Keyword optimization, for instance.

These are search terms users type in the search bar when looking for something on the internet.

Including these in your content can ensure that they appeal to both search engines and human readers.

Structuring your article through header tags (H1, H2) and including related keywords within subheadings and your paragraphs helps search engines understand your page's content and structure.

Addressing common questions in a concise yet detailed manner can help your content rank in the featured snippet section of the search results, increasing visibility.

However, beyond basic SEO copywriting skills, it takes experience and effort to learn more effective methods that can help your content rank well in search engine results.

Using a fully-fledged SEO platform like Surfer can help you perform SEO tasks at the ease of a few clicks.

Idenfifying keywords and their optimal frequency for an article, for example.

research skills for copywriter

Or even write a new article with AI in twenty minutes.

So all you are left to do is edit and publish the article.

Instead of investing that time in learning a new skill, you can dedicate those hours to growing your business or finding new clients.

It's helpful to be versatile as a writer so that your services are appealing to a variety of clients—someone who wants a social media post as well as someone who may need SEO writing skills.

12. Retain a learning mindset

Good copywriting skills aren't developed overnight.

As seen, there's a lot to learn in this trade. You need to continuously practice writing and editing skills to establish yourself as an expert within the industry.

Besides, marketing is an ever-shifting field—new trends pop up and content algorithms frequently change.

You need to stay up-to-date with those changes so you can deliver effective results.

Here are a bunch of online resources to keep your copywriting skills in check and stay updated with the latest marketing trends:

  • Copyblogger : A blog with informative articles teaching the art of copywriting and content marketing—from copywriting techniques to marketing tactics for freelance copywriters.
  • The Copywriter Club Podcast : A podcast that features interviews with successful copywriters and covers various aspects of copywriting and freelancing.
  • AWAI (American Writers & Artists Institute) : Provides comprehensive training programs, courses, and seminars in copywriting and content writing.
  • Surfer Academy : A collection of training videos and live sessions that's all about content—from how to build up a content strategy and handle keyword research to leveraging AI tools for better productivity.
  • SEO Writing Masterclass : An online course that teaches you the latest SEO tips and tricks, how to write content for various stages of consumer awareness, handle competitor analysis, and more.

13. Be adaptable

This quality lends itself from retaining a continuous learning attitude.

The writing industry as a whole is in a state of flux and faces increasing levels of competition from the ever-increasing popularity of AI writing tools.

That said, you need to adapt to and embrace these new technologies, and take advantage of the capabilities they provide.

Doing so can help you improve your productivity and free up time for other activities.

For instance, you can use an AI copywriting tool like Surf y to rephrase, edit or research content in a fraction of the time it would normally take you.

research skills for copywriter

Here are a few other AI copywriting tools you may consider:

  • Grammarly. A simple grammar, spelling, and punctuation checker that also delivers personalized suggestions based on your selected audience, tone of voice, and more.
  • ChatGPT. ChatGPT generates creative, context-aware content quickly, enhancing productivity and idea generation for diverse copywriting needs.
  • QuillBot. It offers AI-powered paraphrasing, summarizing, and grammar-checking capabilities, enhancing content originality, clarity, and effectiveness.
  • Wordtune. This app uses AI to rephrase and refine sentences, enhancing readability and style, making it a great tool for writers seeking to improve the flow and engagement of their copy effectively.

14. Manage your time effectively

Whether you're an in-house or freelance copywriter, time management is crucial—you need to allocate dedicated time for ideation, research, creation, and editing or proofreading.

Primarily, it ensures that you can meet strict deadlines, which is important to maintain client satisfaction and trust.

As a professional copywriter, you will often have to juggle multiple projects at once.

Good time management skills are needed to set priorities, give each job the right amount of time, and avoid taking on too much.

As such, you get to minimize the risk of getting overwhelmed and missing deadlines. Besides, managing your time properly also means you give yourself some room for breaks, which helps prevent burnout.

Poor time management can lead to last-minute rushes, and you don't want to write in a stressful environment.

Writing is inherently a creative process that cannot be rushed.

That said, plan work ahead of time, establish a routine, and eliminate any distractions during work hours.

Key takeaways

  • Copywriting comprises a set of crucial skills that go beyond content creation. Understanding marketing and human psychology triggers such as urgency, scarcity, priming, decoys, and authority bias can enhance the persuasiveness of your copy.
  • Attention to detail is essential for maintaining the credibility of your content and involves proofreading and fact-checking.
  • The ability to convert complex ideas into digestible information is key. Effective communication also involves using language that resonates with your target audience and maintaining clarity in your writing.
  • Leveraging formulas like Problem-Agitate-Solution (PAS), Attention-Interest-Desire-Action (AIDA), Before-After-Bridge (BAB), and Features-Advantages-Benefits (FAB) can help in structuring compelling copy and boosting productivity.
  • Strong research skills are important to establish credibility and authenticity in your content. It involves spending time researching reputable sources and using internal linking practices beneficial for SEO.
  • Being receptive to constructive criticism from clients, editors, and other stakeholders is crucial. Learning to write copy is a continuous process. Make sure to stay in touch with industry news, be open to feedback, and check out resources that you can learn from.

Learning these skills might seem overwhelming at first, but they should come naturally to you with experience and practice.

Start with the basics. Work on your proofreading and research skills to ensure you deliver error-free content. You can then move on to more complex concepts, like reader psychology and how to write copy for different channels.

Also, experiment with copywriting formulas right off the bat—the sooner you master these, the easier you'll write irresistible copy that attracts conversions.

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Screenshot of Surfer SEO Content Editor interface, displaying the 'Essential Content Marketing Metrics' article with a content score of 82/100. The editor highlights sections like 'Key Takeaways' and offers SEO suggestions for terms such as 'content marketing metrics

4 Copywriting Skills You Need to Succeed (Infographic)

research skills for copywriter

Time for a pop quiz: What do the following phrases have in common?

  • “I’m lovin’ it.”
  • “Just do it.”
  • “The ultimate driving machine.”

If you guessed that all of them rank among the best-known advertising slogans in the world — for fast food, athletic gear and high-end German automobiles, respectively —  you’d be correct.

But that’s just the easy answer. These three quotes are similar in a few additional ways.

They’re all easy to recall and recognize. They all convey a unique aspect of their brands in one way or another. Even the longest of the three taglines still works as a social media hashtag. And while each one might not instantly convince you to buy a cheeseburger, Jayson Tatum’s latest “Old School” sneakers or a brand new sedan right on the spot, they stick in your mind as essential tenets of those brands’ identities. And eventually, that can motivate someone to make a purchase.

What’s their other major common characteristic? They were all written by dedicated copywriters or other creatives with strong writing skills.

These aren’t the only industries that have utilized the power of the pen to sell products. Every brand needs to have captivating copy that hooks curious prospects and reels in new customers. That’s where the importance of copywriters comes into play: These creative professionals are most often the ones behind the catchy taglines and informative articles you’ll find describing a product or company.

So what does it take to be such a stellar and successful copywriter? In this article, we’ll closely examine the characteristics that make up a skilled copywriter, but the short version is this: You need to be most effective in the following areas:

  • Researching and interviewing.
  • Accepting feedback.
  • Knowing when enough is enough.
  • Mastering sentence structure, grammar and vocabulary.

Before we get into the meat of this topic, let’s go over the basics.

research skills for copywriter

What Is “Copy”?

No, we’re not talking about duplicates here. In advertising and marketing, copy refers to the text that fills your landing pages and blog posts, as well as the scripts for your customer testimonial videos, infographics and other marketing material. These assets, among others, are what copywriters produce. 

All companies need copy to explain their businesses to prospective customers, persuade people to follow them on social media channels like Facebook, X (the new moniker of Twitter) or LinkedIn, sign up for their newsletters or make purchases. Without copy, customers may have no idea that the perfect solution to their problem is out there, waiting for them to find it.

But is copy the same as content? We’ll get into the differences between copywriting and content marketing a little bit later, but let’s cover the gist of it. 

  • Copy is considered the written communication used to persuade an audience to take an action, or to motivate brand awareness. 
  • Content is the information communicated to a target audience using some form of media. 
  • While copy is always written content , content isn’t always written copy. Content can also come in the form of video, infographics, podcasts or more.

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What Does a Copywriter Do?

If you’re going by the Merriam-Webster definition, a copywriter is simply a person who writes advertising or promotional material .

In reality, a copywriter does much more than simply write ad copy. An effective copywriter must also be a dedicated researcher, a quick learner, a detailed editor and a nimble rewriter.

A good copywriter is a chameleon, able to embody and express one client’s branding for a short period of time, then change colors to match the voice of another’s. This person has the ability to create effective copy, persuasive copy and everything in between.

research skills for copywriter

What Skills Do Copywriters Need?

Full-time and freelance copywriter job descriptions are both often filled with qualifications like “creative,” “motivated” or “collaborative.” While these are all advisable skills to acquire, they’re not exactly specific to copywriting or clearly descriptive of what this branch of content marketing will require.

If you want to truly excel at copywriting , begin by developing these four skills:

1. Researching and Interviewing

Excellent research skills are essential to effective copywriting for 2 main reasons. In the first place, research gives writers a better understanding of the subject they’re covering: the industry’s opportunities and challenges, as well as customers’ needs and problems. In the second place, it helps them identify the best topics and decide what to write about.

While a seasoned writer may be able to conduct thorough research and craft a comprehensive piece of content in just a couple of hours, certain tools can help both senior and junior writers create content in a shorter time. 

  • For instance, the content generation tool GrowthBar speeds up writing processes by generating content outlines for blogs and websites , among other deliverables.
  • Then there are the various large language machine learning models typically referred to as “generative AI”: ChatGPT, Claude, Bard and others. These tools can accomplish functions similar to GrowthBar, potentially from a wider range of training data. 
  • That said, none of these tools should be considered substitutes for good copywriters. There’s a certain stiltedness that reasonably internet-savvy readers will likely detect in any artificially generated blog article, social media post or other written digital marketing asset. As of now, it’s impossible to guess when any AI or ML model will capably create the compelling copy that a professional copy and content writer can.

2. Ability To Accept Feedback

Not every piece of content will hit the mark. Copywriters will get feedback from peers, editors and clients. They’ll need to edit, adjust, delete and rewrite. Good copywriters don’t get discouraged during this process. They make changes to their content and learn from the experience.

Good copywriters also understand the importance of this procedure. Certain industries are hard to understand, and there may be some growing pains as writers figure out how to speak to the right audience or describe a certain product or service. The learning process may be extensive and difficult, but in the end, it’ll help them create content that’s actually meaningful and useful.

3. Knowing When Enough is Enough

Writers are driven people, and the destination they’re driving toward is perfection. But the road to perfection is an endless one. A good copywriter could go on researching all day, but unless they stop Googling and start writing, they’ll never produce a single piece of copy.

The same goes for the actual writing process. At the end of a piece, you could go back and find countless things to tweak, twist and fine-tune. But at some point, you need to decide that your work is effective enough and send it off to your client, boss or website. An almost-perfect published article is more effective than a continual work in progress that never reaches a single reader.

Last but not least, brevity is sometimes crucial to the quality of copy itself. Social is a perfect example: While not every channel has the character limits of X/Twitter (paid version notwithstanding), posts for sites like Facebook and LinkedIn need to at least begin with concise, gripping statements that make feed-scrollers stop in their tracks and keep reading. If Instagram is a valuable social channel for your digital marketing, you can load posts up with hashtags to boost searchability , but the caption copy should arrest the attention of app users with well-chosen, impactful words.

4. Sentence Structure, Grammar and Vocabulary

To say a good copywriter needs to be a good writer might sound like an obvious addition to this list, but it’s worth pointing out nonetheless.

Strong communication is another overarching essential copywriting skill, along with certain technical skills: most notably, proficiency with word processing and content management apps. Critical thinking that enables you to examine a subject from multiple angles without getting off track will improve (and, ideally, accelerate) problem-solving. Lastly, interpersonal skills are necessary for collaborating with your team and communicating effectively with clients.

At the end of the day, your writing skills are the top priority. Bad writing comes across like shrill, screechy speech. If your voice-over actor shows up to record a commercial with a cold, would you let his raspy, sniffly intonations pollute your message? No; you would give him a lozenge, reschedule the recording or find a stand-in. 

You must carefully hone your grammatical, structural and creative abilities to prevent your writing from becoming dull. Sound writing skills need to be apparent throughout each piece, beginning with a headline that makes people want to explore the article, a captivating lead that pulls the viewer in and skimmable subheadings that give rushed readers a good idea of what your main points are.

Strong writing is readable and approachable. There aren’t distractions like misplaced punctuation marks or misused buzzwords cluttering it up. A good copywriter will also have the vocabulary to connect with an audience and the compositional know-how to guide a reader through an article.

top 4 copywriting skills

Is ‘Copywriting’ the Same As ‘Content Marketing’?

Just like copy isn’t content, copywriting isn’t content marketing.

Good copywriting is essential to building out your website and creating valuable landing pages that inform current or prospective customers. But it’s just not the same as content marketing.

Content marketing aims to inform consumers. Content marketing encompasses all of the blog articles, social media posts, case studies, white papers, infographics and informative video scripts that live on your website. Assets created for this purpose can be compelling, but that’s not because the writer is using complex literary techniques or appeals to emotion.

If, after a prospective customer reads a blog post or watches a how-to video, they decide to invest in a company’s product or services, that’s all the better. But that’s not the sole point of content marketing. While this type of marketing functions in part to help encourage sales, that’s just a secondary goal to its leading intention, which is to educate and inform. Consumers may be convinced to make a purchase because the writer is able to make an honest case for a company’s products or services.

Copywriting, on the other hand, has one primary goal — usually to sell something. Sometimes, the goal is to convince someone to sign up for a newsletter or register for an event. Invariably, though, copywriting has a predetermined desired end result.

Where copywriting is persuasive or instructive, content marketing is helpful and friendly.

How Does Copywriting Fit Into an Overall Marketing Program?

If copywriting and content marketing are so different, how do they fit into the same marketing puzzle?

The 2 concepts rely upon each other to be truly effective. Copywriting can be convincing, yes, but no one wants to be sold to constantly. People need a break from the constant urging to “Sign Up Today!” or “Make a Purchase Now!”

Today’s customers are smarter and more informed than they have been in the past. They want to be able to make up their minds on their own to subscribe, purchase or take another action. In short, customers want to be confident that they’re making the right purchase for themselves.

Content marketing helps customers come to their own conclusions. Informative, truthful articles and blog posts help them develop their knowledge base about whatever product or service they’re shopping for. Its messaging should also align with other areas of your marketing campaign — particularly social media, as social channels are among the most effective ways to increase the reach of marketing content, copy-centric or otherwise. Furthermore, content marketing helps position your company as an expert in its industry and strengthen trust between your brand and your customer.

But businesses can’t survive on trust and goodwill alone. In the end, you need to make a sale, and good copywriting helps to nudge customers in that direction.

How does it do this?

Through well-written, compelling content.

How Do You Modify Your Writing for a Specific Audience?

A singular piece of content won’t appeal to everyone. Brands must tailor their content to the audience they want to capture. This is done through intentional writing that addresses customers’ unique needs.

1. Get To Know Your Audience

The first step in modifying your writing for a particular audience is to use research to determine what those people want to know. This can be done in many ways, for example:

  • Email feedback surveys to new customers.
  • Ask sales teams about the most common questions prospects have.
  • Invite social media followers to fill out a short questionnaire.

As you gather information, you can begin to visualize who your average reader or customer is. With this insight, you can move on to the second step: building out audience personas .

Step 2: Create Personas

Say you’re a provider of environmentally efficient industrial lighting solutions trying to figure out who’s really interested in your product. Through research, you may find that your target customer is a 50-something CEO who’s looking to reduce the amount of money his company spends on lighting. Or maybe she’s a 30-something co-founder at a startup with a strong interest in sustainability, seeking to reduce the organization’s carbon footprint.

These two audience personas have different questions, concerns and reasons for making a lighting purchase. Whoever your customer is — and whatever their major dilemmas are — speak to them. Answer their questions through your content.

When that CEO reads your article about why a certain type of office lighting can lower the company’s long-term energy costs, he’ll remember that you had a solution for his problem as well as the knowledge and expertise to back it up. He’ll be more likely to trust your advice.

Leverage Copywriting and Marketing Skills for Optimal Impact

Every brand requires good copywriting to draw customers in and convince them to engage with the company in some way. But all that effort poured into research, developing personas and writing would be lost if not for content marketing: Brands need to demonstrate that they truly care about their customers’ problems.

By marrying the concepts of copywriting and content marketing, companies can create a strong online presence that not only fosters goodwill and trust, but also generates leads.

Editor’s Note: Updated September 2023.

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13 copywriting skills your writer needs to have

Anyone can string words together to form a sentence – but to authentically and effectively convey a message and create a connection with a reader? That’s something completely different. If you’re curious about what makes a copywriter so great at their job or are looking to develop your own copywriting skills, learn about the essential skills every writer needs to have right here.

research skills for copywriter

copywriting: an underrated art

When you think about creative roles, a writer might not be the first person to come to mind – but copywriting really is an art. The content your customers see, and connect with, wouldn’t be possible without copywriters – the same way it wouldn’t be possible without a carefully curated brand. Writers are a hugely underrated part of marketing teams, and the art of copywriting itself is heavily underestimated. 

While it’s true that marketers boast a range of varied skills, it doesn’t automatically mean that they’re able to produce unique, impactful copy. Copywriting is a very specific skill, and requires way more than just a solid grasp of the written word. It draws on skills from both sides of marketing – technical know how and artistic flair. 

Pretty much anyone could open their laptop, start a document and churn out a 1000 word article. But will it be readable? Engaging? Grammatically correct? Factually sound? Unique? Optimised?

A really good copywriter can answer yes to all of those questions and more, without hesitation. And that’s what defines exceptional copywriting skills. It’s being able to cover a pretty wide criteria for every piece of content they create – seamlessly and efficiently. 

essential copywriting skills 

So, what copywriting skills should you be looking for in a really good writer? Whether you’re a writer yourself looking for ways to improve and build on your current skill set, or a hiring manager wanting to fill a copywriter-shaped hole in your company, there are quite a few copywriting skills to be aware of. We’ve whittled them down to 13 essentials that come together to create an unbeatable content skill set. 

  • writing skills 
  • attention to detail
  • communication skills
  • research abilities
  • SEO awareness
  • user experience
  • versatility 
  • editing skills
  • content marketing knowledge
  • ability to streamline information

So, let’s dive in! 

writing skills

Of course, first and foremost a copywriter needs to have good writing skills. Each piece they create should be grammatically correct and contain no spelling mistakes – that goes without saying. But this isn’t all that constitutes good writing skills. A writer needs to be able to craft articles, blogs or guides that are coherent, concise and engaging. Remember that 1000 word article we mentioned earlier? If it’s full of waffle, it’s not an example of good writing. 

A gifted copywriter can wield language like a paintbrush to create a unique piece of art each time they come to their keyboard. They do this by using a range of different linguistic elements, including:

  • varied sentence structures
  • different punctuation
  • specific vocabulary suited to the topic
  • engaging headings 
  • metaphors and expressions to illustrate their points.

When you can weave these elements into a piece, it won’t just read correctly, but seamlessly. Each time a reader opens a book, blog page or email, they’re taken on a journey, and really good writing makes sure that there are no bumps in the road. 

This one is heavily linked to the previous point we’ve just covered, but it’s such an important factor that it definitely deserves mentioning on its own. When you think about attention to detail, it’s likely your mind goes to things like spelling and grammar. But that’s  just the tip of the iceberg. 

Paying attention to specific details about a piece of content means that a copywriter can tailor their writing to the client’s distinct tone of voice and make the reader’s experience as smooth as possible. And it’s one of the copywriting skills that not all writers are guaranteed to have. 

Having an eye for the small details encompasses a lot of different scenarios, and here are just a few, so you know what we mean when we talk about the small things:

  • not switching tenses in sentences or paragraphs
  • avoiding the repetition of words or phrases
  • using consistent formatting, for example with dates or punctuation
  • writing in the correct locale 
  • choosing words or vocabulary that reflect the piece’s tone of voice.

As we mentioned at the start of this blog – copywriting is an art form. So for a copywriter to do their job well, they have to be creative – there’s no two ways about it. Creativity is the edge that takes a standardised, boring piece of content and turns it into something that’ll win those clicks, purchases or sign ups. Because after all, that’s the core purpose of copywriting: to convert a reader to a customer. And there’s no more effective way to do that than with some innovative ideas. 

The writing process for a content writer starts way before the crafting. Most of the time, copywriters are given a detailed copy brief – complete with research, keywords, tone of voice guidelines and an outline of the piece. For a content writer, they’ll do this – before crafting even begins. This is where creativity plays such an important role – it allows content writers to brainstorm topics, figure out new ways of writing about the subject and ultimately create a more engaging and effective piece. There’s a lot of content out there, and when we say a lot – we mean that on average, 116 new blogs are published on the internet every second. If brands want to contribute pieces that have a chance of cutting through the endless sea of content, then they need to be original and inspired.

research skills for copywriter

A skilled copywriter will also be able to use their creativity to take even the most boring of briefs and really bring it to life with new ideas, angles or structures. This includes when it comes to creating headlines to pull readers in. In fact, 80% of readers read headlines opposed to the 20% who actually read the content – making each word of that title a vitally important choice. And a little creativity in this area will help your headlines stand out from the sea of other content that comes up in a reader’s Google search – creating that all-important spark of a connection with them. 

Even for technical writers who focus more on white papers or guides, creativity is still a big part of their role. Although they don’t need to think of original themes or inventive metaphors in their work, they do need to find new and unique ways to deliver information. This requires some ‘out of the box’ thinking that can only be done with a bit of creative flair brought to each brief. 

No matter your job role, you’ll need to have a range of ‘soft skills’ to help you do your job better. One of them that ties in very closely with copywriting skills is the ability to effectively and clearly communicate. Content is often collaborative, so copywriters need to work with others. Whether it’s with project managers, editors or the client, being able to articulate thoughts, ideas and opinions as a copywriter is crucial. 

And this is where askInput comes in. It’s a new voice-messaging service that gives you niche-specific knowledge in seconds. For copywriters this is invaluable because it guarantees expert-rich content from the client, from the start – meaning less time researching and more time crafting. It’s a win win.

As the nature of creating content is so subjective, it’s likely that the person reviewing work – editor or client – will have a different opinion or perspective to the person who wrote it. That’s why it’s so important for copywriters to be able to communicate well – from taking on feedback or explaining their creative choices. There will inevitably be some back and forth between editors or clients and copywriters, and good communication skills help to avoid any friction in these exchanges. The most important thing to focus on is getting the email, product description or social post to the highest quality possible. 

research skills for copywriter

Also, from a writing perspective, expressing thoughts and ideas authentically lends itself to a copywriter’s work too. Being an effective communicator means you’ll be able to translate that into your content – enabling you to get points across clearly and engage your reader. 

One of the most crucial skills a content writer possesses is knowing how to effectively and efficiently research. While many of us writers specialise in particular areas and have our favourite subjects, we need to get our facts right – no matter what we’re writing about. So that means being able to seek out the relevant and correct information to use in the content we’re writing. 

Research can take a long time to carry out, especially when someone is searching for very specific information or data to back up their writing. If a content writer isn’t well versed in research techniques, a lot of time can be wasted if research isn’t carried out properly. And as a part of what makes a great content writer is efficiency – knowing how to research well is important. 

This one is especially important when it comes to writing for more technical clients or about fact-based subjects. From health and pharmaceuticals to insurance, highly specialised areas demand accurate information. If the right information isn’t found and used in the piece, it can compromise its quality – and the client’s reputation. 

You might think this is a bit of a rogue choice, but a copywriter who doesn’t write with empathy will find it impossible to do their job – anyone in the marketing field would for that matter. One of the main purposes of marketing is to connect with people in order to secure sales, so it makes sense that marketers need to understand their customers. The best way to do that is to put themselves in their customers’ shoes to gain insights into what their wants, needs and pain points are. 

Now, this information will shape a company’s marketing activities and give them the best chance of creating those all-important connections with customers.

To write with empathy means that at each stage of the copywriting process, a writer considers the following questions:

  • What does the reader want or need to get out of this content?
  • How do I want the reader to feel?
  • What would solve their problems or answer their questions?
  • How can the content I’m writing best do that?

Getting into the mind of a reader enables a gifted copywriter to shape their content around the wants and needs of the customer. It could be as small as a tagline for an ad or as detailed as a ‘How To’ guide for a product – but bringing a deep understanding of the target of the content means it’ll perform at its best, every time. Whether the content being created aims to win a click, sale or follow, it’s always better with a human touch.  

And that’s why it’s worth mentioning that empathetic copywriting is more effective at creating meaningful relationships with customers. Because it conveys the human side to a brand, your audience is way more likely to identify with (and buy from) your company if they feel that you care about them. Of course, customers know that a business’s main priority is to make money and secure sales. But purchasing decisions are becoming increasingly based on customers’ personal stake in the companies they buy from, and empathetic content is nothing short of essential for modern marketers.  

We couldn’t pen a piece about copywriting skills and not mention one of the most important ones of all! SEO (Search Engine Optimisation) is a truly powerful digital marketing tool that businesses have at their disposal for reaching new customers online. And because keywords are a big part of front-end SEO practices, a good copywriter needs to know how to use SEO in their writing. 

And it’s not enough to just pepper in keywords throughout a blog or web page – keywords need to be seamlessly integrated with copy and used in the right places to maximise a website’s ranking chances. Google is smart, and it knows when keywords have been thrown in for good measure or even been overused. 

By having (or being) a copywriter who’s well versed in all things SEO, a lot of time can be saved in the content creation process by weaving in SEO practices as content is created – as opposed to optimising it afterwards. Plus, this is actually better for SEO results and gives the best chance of ranking higher for keywords.

Most commonly associated with design, user experience is a practice that has the capacity to really maximise the effectiveness of copy – no matter the medium. It’s best described as any action that improves or eases someone’s experience when using or browsing a website, and refers to a range of different areas, including:

  • accessibility
  • responsiveness and speed
  • visual design.

You might be wondering how this ties into a copywriter’s skills – it all sounds very much like someone else’s job, right? But copywriters are just as much a part of the user’s journey when browsing a web page as the designers are. Like design elements, colours and page layouts, the copy on a web page is a key part of creating a positive, seamless experience. When a copywriter considers the experience a reader will have, whilst consuming the content they create, they’ll be able to guide them more effectively to the relevant action or conclusion. 

Something that user experience and copywriting have in common is that the user (or reader for copywriters) sits at the centre. They are the single most important player for determining the success of a project. And having knowledge of how to create a seamless user experience will always level up a copywriter’s work. 

examples of considering user experience when writing copy:

  • breaking up large walls of text with headings, bulleted lists or images
  • including a call to action to ‘click the link in bio’ when writing microcopy for Instagram
  • providing a bulleted summary at the beginning of a long-form blog
  • developing an extended metaphor to explain a concept throughout a piece of writing.

Each of these improve the user’s experience when reading your copy by doing one (or more) of the following:

  • making the user’s life easier
  • delighting the user
  • capturing and keeping their attention
  • providing answers to their questions quickly and simply.


One of the most valuable skills a copywriter can have is versatility. Whether it’s snappy tweets or engaging emails, a highly-skilled copywriter will be competent across different platforms, mediums and styles of writing. They’ll be comfortable pivoting from a long form blog to lively ad copy all in the same day, and will thrive on the variety. Although we’ve made it sound pretty simple there, it’s quite a skill to be able to do that and not lose that laser-like focus on your work. But it’s something that comes naturally to a gifted copywriter.

When we talk about versatility – it’s not just about what copywriters can create – it’s also about how they do it. The same way they can jump between different mediums, they can write in a range of different tones of voice to suit both the subject and client. And it’s here that you see how copywriters really are wordsmiths. A copywriter can just as easily (and flawlessly) write in a playful, witty tone as a reserved yet helpful voice for a different project.

While there are whole job roles reserved for editors – whose sole responsibility is to make sure that each piece of content published is impeccably accurate, flows well and abides by the client’s tone of voice – copywriters need to know how to edit too. It’s a natural part of the writing process, allowing copywriters to continuously improve their work as they’re writing. And, the last thing an editor wants is to receive a messy, unrefined first draft.

They say your first idea is often not the best, and this thinking applies hugely to copywriting. When a writer first puts their fingers to their keyboard, they’ll likely make spelling mistakes, and struggle to structure their sentences perfectly. But having an eye for detail and taking the time to go back over their work will help them catch any slip ups, but also develop their ideas and writing more deeply. 

This one probably goes without saying, but being able to draw on a wealth of knowledge about content marketing makes copywriters much better at their jobs. Understanding the role that the content they create plays in a wider marketing strategy means they’ll be able to write more impactful, effective content – that achieves its goals. This doesn’t mean they have to be experts on data analysis or graphic designers, but having an awareness of the wider marketing machine will only provide more insights and knowledge to use in their work. 

If there’s one thing that illustrates the magic that is copywriting, it’s when writers take a complex topic or highly-technical concept and make it understandable and accessible for everyday readers. Using their mastery of language, skilled copywriters take complicated content and simplify it – without taking away from the accuracy of the information. 

For businesses that work in scientific, medical or highly-technical fields but still need to connect with their customers, copywriters are their best friend and an indispensable asset to their companies. 

research skills for copywriter

Last, but by no means least, is the importance of curiosity. A copywriter who doesn’t have an itch to learn or expose themselves to new perspectives is one who’ll create the same copy over and over. In other words, their writing will be boring. 

But finding someone with that thirst for knowledge, excitement for new things and viewpoints, they’ll be able to imagine amazing possibilities for content, and ultimately level up any brand they write for. 

No matter how talented or experienced a copywriter you become, there’s always more to learn. Taking into account shifting attitudes, approaches and new innovations will keep their content fresh and interesting, which is absolutely essential if you want your content to perform well. 

So, we’ve covered a lot there! To recap, the essential copywriting skills are:

get expert copywriting from the professionals

If you’re looking for writers who possess all 13 of those copywriting skills, are experts in your field and are a pleasure to work with – team writefully’s waiting for you. We’re a bunch of content dreamers who would love nothing more than to help bring your brand to life with the beauty of the written word. 

In fact, you can build a bespoke content bundle or get in touch for a chat about your content needs, right here . 

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5 highly effective copywriting research strategies top copywriters use to drive more conversions and sales.

There’s a world of difference between run-of-the-mill copywriters and world-class copywriters.

If you wonder just what that difference is, that’s a good sign. It means you strive to understand your market. You know that copywriting is a cornerstone of your business.

Even then, it can be hard to pinpoint the difference between each tier of writers. 

See, copywriting is an art as well as a science, so many things separate the big names from the small ones.

Research is an important one of those things and a worthwhile copywriter is also a master researcher. The artistry in copywriting is nothing if you don’t put in work on the science side of things. 

  • For instance, you might think you’ve written the perfect ad, but it doesn’t bring in any sales.
  • It doesn’t resonate with your audience.
  • There’s nothing more frustrating than publishing something you’re proud of only to have it flop. 

That’s where researching what your audience wants and needs comes in.

It’s a common belief that copywriters only excel at creating new things. That’s not true. Copywriters don’t just create, they assemble — and they do it like their lives depend on it. 

To help show that balance of creativity and assembly, we’ll cover two of the biggest names in copywriting history. The Leonardo DaVincis of copywriting. Their names are David Ogilvy and Gary Bencivenga.

If you look them up, you might be surprised. David Ogilvy wrote in the 50s and passed away in 1999. Gary Bencivenga was at the height of his career in the 80s and retired in 2010. 

How could they be relevant in the internet age, with social media and website landing pages and blogging being a company’s bread and butter? The answer is simple. Good advice never goes out of style. 

Copywriting at its core hasn’t changed. The goals are the same as they were a hundred years ago. Copywriters (and businesses in general) today are trying to get their audience to take action — just like Ogilvy was in the 50s.

David Ogilvy had some powerful words on research. For example, he once said, 

“Advertisers who ignore research are as dangerous as generals who ignore the signs of the enemy.”

That’s a kick in the pants for writers who don’t research. Hearing those words would be especially stressful if you don’t know where to start with research. It gets even worse if you know how to research but not how to incorporate it in your writing.

Here’s the good news: it’s easier than you think. This article will give you solid tips on how to research and how to write.

Here are 5 copywriting research strategies to help you do that.

Table of Contents

Copywriting Research Strategy #1: Let Your Customers Write Your Copy

Copywriting isn’t about impressing readers with big and fancy words. It’s about speaking to customers in a voice they’re familiar with. And what voice is better than their own? 

That’s why compelling copy comes off as trustworthy advice. It's made up of real people’s words and expresses real desires and needs. 

Its creation doesn’t happen in an isolated corner of the copywriter’s brain. Instead, it takes form during the hours spent in research. The first tip is to research directly from the source, whenever possible.

Thanks to digitalization, this direct route has become a lot simpler than before. Rather than needing to speak to a customer face-to-face, you have tons of options to choose from online. After all, you can:

  • Analyze transcripts from face-to-face interviews with customers.
  • Scan open-ended responses gathered via on-site interviews. 
  • Dig up forums where your audience lurks. 
  • Broadcast surveys to your email list and capture qualitative responses. 
  • Go to and read product reviews relevant to your market.
  • Go through transcripts of previous sales chats.
  • Review responses collected by chatbots.
  • Check briefs provided by clients.
  • Request access to your client’s CRM.

Or fire up good ol’ Google and scour the web for snippets of your audience’s language. Anything can work as long as you’re using your customer’s unique voice.

You’ll be amazed at how your copy virtually writes itself once you hear your audience. You could bang your head against a wall for ages trying to think of a good way to write a particular phrase, and then discover that a quote from a review says it better than you ever could.

Why does this work so well and so consistently? First of all, it’s organic. Without this research, a copywriter is sitting in an office, wondering what the best angle is, and then writing some words based on what they think.

Writing without research is sales-y and dry. It can be too narrow, based only on the writer’s experiences. 

Or it can be too broad, over-generalizing the target audience and sounding like nothing special.

When you use your customers’ voices, you get copy that is based on real-life experience. That translates to your writing. Getting words from the source prevents your copy from sounding like a sales pitch.

It helps you find specifics about your audience without being general. When you research and write from your customers’ voices, the common thread among experiences is clear. 

And a bonus of writing your copy from your customers’ voices? It’s much more efficient. Once you do the research, the writing is a breeze.

Learn how to do proper audience research here .

Copywriting Research Strategy #2: Put In The Hours, But Not Too Many

The heart of any research lies in asking a lot of questions. Copywriting research is no different. 

It demands a dialogue with target consumers. And a dialogue without meaningful questions can be void of any useful insights. 

Gary Bencivenga agrees. He more than agrees, h e advises copywriters to begin every assignment like an investigative reporter. He even prescribes a list of 10 pivotal questions to ask clients or their best salespeople. 

Here’s what they look like:

  • Why is this product made the way it is?
  • What consumer problems, desires, and needs is it designed for?
  • What’s special about it — why does it fulfill a consumer’s needs better than the competition?
  • Who says so besides you?
  • What are your strongest proof elements to make your case believable?
  • What are all the product’s best features and how does each translate into a consumer benefit?
  • If you had unlimited funds, how would you improve this product?
  • Who are its heavy users — the 20 percent who generate 80 percent of sales?
  • What irresistible offers might trigger an explosion in sales?
  • What premiums can be tossed into the mix to press your prospects’ hot buttons?

As good as these questions are, there’s no exhaustive list that can mark the end of your labor. Most of the answers to your preliminary questions open the doorway to new and more nuanced questions. 

These doorways can make copywriting research become a never-ending rabbit hole. It can make you want to throw in the towel and look for other ways to grow your business because you feel like you’ll never get the answers you need.

If you want to be the top banana in your industry, don’t give in to that impulse. Remember that you don’t have to answer every question ever. 

Follow your gut. Which follow-up questions will help you understand your audience? Which ones spark your curiosity most? 

Stick to your guns and do your homework. It’s the only way to uncover the hidden desires of the 20% who generate 80% of your sales. 

And once you’ve gathered more information than you can use, you may even end up dreaming about your next big idea. 

If that sounds far-fetched, let’s change your mind with a history lesson. In the 1950s, Pepperidge Farm Bread released their first commercial. Wonder how it came to be? 

David Ogilvy dreamed it up. 

Our brains are incredible, working 24/7, even when we’re asleep. Getting as much info as possible helps your brain make unconscious connections and decisions. 

That’s why it’s so important to put in those research hours and then relax . Eat, breathe, and sleep your research and let your brain do the rest of the work for you. 

You know what I’m talking about. You’ve put in hours on a project that you just can’t get right, and then suddenly a solution comes to you. That’s your brain making those unconscious connections. 

The more information you give your mind to work with, the easier it will be to find the right words in the right order. 

Here are the 4 simple ways to improve your copywriting research process.

Copywriting Research Strategy #3: Make A PDPF Document About The Competition

PDPF stands for Pains, Dreams, Features, and Proof. These are the attributes that come together to make a product or service desirable. And you can bet your weekly banana supply your competitors know this too. 

The best part is that you can conduct a PDPF analysis even when you’re in a crunch. It’s still wiser to take your time though.

By focusing your research on these four areas, you can figure out the benchmarks you need to beat. 

Maybe you’re strong on the proof, but you aren’t reaching the dreams as strongly as your competition. Or you have the pains on lock, but you’re struggling to find some proof.

No matter what your strong and weak points are, you’ll have to go where consumers meet your competitors for the first time. 

Yes. You guessed it. Landing pages. 

To kick things off, visit your competitor’s landing page. Now, open a Google doc in another tab and divide it into four sections (Pains, Dreams, Features, and Proof). 

Here’s what you need to write under each section.

  • Pains: What brings the consumer to the market. 

Example: Consumer is a fitness enthusiast with a sugar addiction. 

  • Dreams: What the consumer desires. 

Example: Consumer wants to overcome his addiction without going cold-turkey on sweet foods. 

  • Features: What the product offers. 

Example: Bananas are a natural source of sugar. They’re a godsend for dealing with cravings and also have other health benefits. 

  • Proof: What makes the offer credible. 

Example: Scientific studies state that sugar in bananas is healthier than refined sugar. Countless athletes, fitness coaches, and recovered sugar addicts recommend eating bananas. 

This trick works best for landing pages. But, you can use it for whatever you want. It can work on Facebook or Instagram ads, email lists, etc. 

The important part is using it on your direct competitors to compare and see what you’re missing. You need to break down the info they have to the minimum of what they’re saying. 

Here’s an example, using the “pain” section. Let’s say my competitor’s landing page talks about how bananas are great for runners. It mentions how our customers know they need to eat more healthily, but aren’t sure where to start. 

Breaking that down looks like translating “runners” into “health/exercise enthusiasts” and “needing to eat more healthily” into “sugar/junk food addiction”.

When creating a PDPF, you’ll need to read between the lines. Think about what your competitors mean by what they’re saying, and why they chose the words they did.  

You can even compare it to your customer’s voice from Strategy #1. Knowing what your competitors are saying and what your customer’s voice sounds like gives you an edge.

Copywriting Research Strategy #4: Be Sentimental About The Mundane

For this tip, Gary Vaynerchuk is the perfect example. As a bonus, he’s someone still writing today. 

Gary Vaynerchuk is an embodiment of the entrepreneurial spirit. He’s relentless in the pursuit of his goals and has high regard for discipline.

Here’s the interesting bit. His greatest asset has nothing to do with his ability to hustle day-in and day-out. 

What makes Gary special is how he pays attention to people on the most fundamental level. He even calls himself “an ear disguised as a mouth”. 

What does that mean?

It means that your most important job isn’t to say something clever. In fact, it isn’t to say anything at all.  Your most important job (at least, if you want to be a great copywriter), is to listen. 

Like Gary, you need to start from a place of empathy and become “an active consumer of humans”, as he says.

And what does that mean?

Don’t worry, you don’t have to resort to cannibalism to be a good copywriter. You “consume” humans the same way you’d “consume” a good book.

Become completely absorbed in every person you interact with. Focus on the things that make them excited, interested, disgusted, etc. 

Doing so will require you to have a fascination for everything — especially the mundane. 

Chances are you’ll have several plain and uninteresting conversations with clients or customers. A client may start talking about how they almost quit. Or a customer may bring up visiting the lake with their grandpa when they were little.

When that happens, you’ll think, “What does this have to do with the copy I’m trying to write?” Your monkey mind will tell you to zone out. 

Don’t . Your mission is to carve out an identity as a sincere listener.  

Find the gold in even what seems like nothing but gray pebbles. Ask more questions to find out why they said something a certain way. Look for the enthusiasm or excitement in their face or voice when they talk about a particular subject. 

Maybe your client told the story of how they almost quit because they want their customers to know what kept them going. Your customer talked about the lake because it’s their favorite memory, and the product makes them feel the same way they did back then.

Then your job is to ride their enthusiasm and sentimentality and let it carry into your copy. 

If you succeed, you’ll realize that some of the sweetest marketing bananas are often hidden in interactions that seem bland on the surface. 

Learn the core stages of market sophistication here .

Copywriting Research Strategy #5: Look For Specifics And Use Them

Let’s imagine you like sports cars. 

Would you buy an Aventador SVJ Roadster because it’s fast? Or because it hits 62 mph in 2.9 seconds? 

What makes you feel that it’s safe to drive one? 

The fact that it has excellent braking? Or that if you slam on the brakes at 62 mph, you’ll come to halt in just 30 meters? 

The takeaway here is clear. Specificity breeds trust. 

David Ogilvy, one of the greats I mentioned at the start of this article, loved this concept.

One of the best-selling pieces of copy of his career, and his personal favorite, used only this concept. It was a magazine ad for Rolls Royce with the headline, “At 60 miles an hour, the loudest noise in the New Rolls-Royce comes from the electric clock”

Look at some of the things he said about his copy for this ad in his book “How To Write Potent Copy”:

“Factual advertising like this outsells flatulent puffery. The more you tell, the more you sell. Notice the very long headline–and 719 words of copy, all facts.”

“In my Rolls-Royce advertisements, I gave nothing but facts. No adjectives, no ‘gracious living.’”

In a footnote, Mr. Ogilvy describes how the chief engineer at the Rolls-Royce factory shook his head sadly and said, “It is time we did something about that damned clock.”

Did you notice that last part? Ogilvy based his headline directly on something the chief engineer of his client said. He didn’t randomly pick specifics about his project, he got it straight from the horse’s mouth. 

That’s where the research comes into being specific. Talk to the designers, the engineers, the head of the company, or even the customers. 

Ask them questions about the specifics -- what do they like? Why? 

Then listen. How can you put that into your copy?

Consumers don’t want marketers to play them for fools. They want to have as much information as possible. And they don't want to receive information that's bloated or implausible. 

Serious marketers need to understand this. Being precise and factual is a million times better than indulging in advertising babble. 

And getting your facts from previous customer experience or inside designer knowledge seals the deal. The only way to be specific in your copy is to be specific in your research. 

Learn how to write hyper-specific copy here .

Knowledge Is The Ultimate Equalizer

Research paves the way for all progress in the marketing world. It’s a time-tested process (and skill) that helps copywriters turn words into big ideas that sell. 

Research is a deciding factor between million-dollar copy and writing that won’t make it past the first draft. Even worse, without research, you’re walking into a room with a dozen banana peels on the floor. And you have a blindfold on. 

Is it certain that you’ll fall on your butt? No . Is there a good chance you will? Hell yeah . 

If you aren’t putting time into research, it’s not a guarantee you’re throwing your money away — it’s just the most likely scenario. Research gives you the vision needed to navigate the market. It tells you what your best (and worst) bets are. 

Time put into research is well-invested.

Here’s the flip-side, though. Research can also turn into a wild-goose chase if you don’t invest your energy in making a proper plan. You can spend hours upon hours researching and telling yourself it’ll pay off.

If you haven’t put a second into the writing, you’re shooting yourself in the foot. 

That’s where these strategies come into play. Playing around with them will help you find what works for your customers. You’ll learn through doing which steps work best for your business.

Once you establish a system that works, you’ll have plenty of time to do whatever your heart desires (I usually eat a few bananas). You may face some growing pains at first… but you can always take help from digital marketing consultants to smoothen the transition.

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I offer a 100% done-for-you solution to make your sales pages, emails, and ads dramatically more effective., results guaranteed , or you don't pay, about daniel doan, looking for more copywriting resources, 7 effective consumer psychology tricks you might not be using in your copywriting (but probably should), boost your cold email conversions: steer clear of these 7 copywriting mistakes, 26 proven copywriting formulas to turn more leads into customers, 8 proven techniques to improve your b2b copywriting (and increase conversions), 30 customer-repellent copywriting mistakes (and how to fix them), 7 deadly b2b content marketing blunders (and how to dodge them), 12 powerful copywriting strategies to use on your next facebook ad campaign (to drive highly-qualified top of funnel conversions), 7 ways to craft powerful attention-grabbing b2b copy that turns prospects into customers, the 5-step high-converting webinar copywriting formula you're not using (but probably should), improve your copy. get more sales., quick links.

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Copywriting Skills Unleashed: Master the Art of Crafting Clickworthy Content

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As an entry point to understanding the skills required for copywriting, it is crucial to have an introduction that offers an informative and professional perspective. A meticulous copywriter recognizes that the introduction is the foundation for a successful copy. With a strong introduction, the copy will capture the reader’s attention and retain their interest throughout the text. Therefore, mastering skills such as persuasive writing, creativity, and exceptional research is a must for every copywriter. It is vital to understand that the introduction is the first chance to make an impact, thus requiring a well-crafted opening sentence that lures the reader into reading more.

Table of Contents

What does a Copywriter do?

What does a writer do for a copywriter job? What exactly does that entail? In this section, we’ll take a closer look at what a copywriter does, breaking down the different types of content we create and our roles.

. So, let’s dive in and explore the many hats that a copywriter wears to create content that connects with people.

Mastering these essential copywriting skills is the key to unlocking your writing potential .

Essential Writing Skills

As a professional copywriter, it’s crucial to possess a set of essential skills to create engaging, persuasive and high-converting copies. Mastering these techniques will not only improve your writing ability but also enhance the effectiveness of your copies.

To succeed in this ever-competitive industry, you need to have a passion for writing and creative thinking while possessing exceptional analytical and research skills. Additionally, having in-depth knowledge of SEO and understanding your audience is vital for creating compelling and persuasive copies.

So, let’s dive into the essential writing skills that every copywriter should possess.

Creative thinking

An integral skill for Copywriting is the ability to think intuitively, creatively and imaginatively. In the context of Copywriting, creative thinking refers to generating and conceptualizing innovative ideas that can help engage or persuade the targeted audience. It involves discovering unique approaches, devising original content building strategies or creating value to enhance any copy’s emotional or intellectual impact through tactful use of language.

Creative thinking promotes versatility in writing by encouraging writers to explore unusual angles and different depths of perception while re-evaluating standard perspectives or assumptions. It further encourages them to consistently research on trending topics thoroughly, identify gaps and opportunities where fresh and distinctive ideas can be generated. As a result, this allows writers to introduce more exciting solutions as they vary their approach based on what works best for their clients.

A freelance copywriters’ imaginative abilities hinge on developing practical routines that help them generate dynamic ideas quickly and accurately irrespective of the nature of the project at hand. Recognizing patterns, recognizing various viewpoints, and learning new skills like storytelling can significantly elevate your copy’s quality in ways that positively affect your success rate.

Analytical skills

Being a copywriter requires one to possess strong analytical skills that complement their creative writing abilities. It refers to the capacity of strategically analyze and assessing in-depth data and extracting key insights that can be leveraged while creating an engaging copy. To have analytical skills in copywriting means identifying hidden connections, patterns, and relationships that others may overlook.

Copywriters must have critical thinking skills to implement strategies creatively and effectively. Analytical skills help copywriters understand the market niche, client requirements, and audience. They enable writers to evaluate the competition while generating ideas, ensuring content uniqueness. In this way, they also maintain coherence throughout messages while avoiding repetitions.

In addition, having insightful analytical capabilities enables copywriters to quickly grasp how the audience will react or respond based on an in-depth analysis of consumer behavior patterns or demographics.

Pro Tip: When practicing analytical skills for copywriting purposes, it is recommended to conduct thorough research beforehand and leverage existing data and analytics tools such as Google Analytics and other strategic tools relevant for your particular niche meticulously as those help in quantitative analysis with understanding audience requirements.

Copywriting is like being a detective – you need excellent research skills to uncover the hidden gems that will make your content stand out.

Excellent research skills

Having exceptional proficiency in conducting thorough and insightful research is a vital skill for copywriters. This enables them to obtain accurate information that adds credibility to their written content, making it more compelling, informative, and engaging for the intended audience. Good research abilities help writers generate creative ideas, develop persuasive arguments and craft descriptive narratives on topics they may not be familiar with.

Copywriters with excellent research skills can identify gaps in knowledge and prioritize areas that need further investigation or exploration. They use search engines and internet databases to gather relevant information from credible sources such as academic papers, industry reports, and expert opinions. In addition, they can conduct interviews with subject matter experts or actual users to gain insights into the product or service being promoted.

Moreover, skilled researchers continually learn through extensive reading of similar works by other authors or competitors, developing an understanding of their target audience’s challenges, pains and preferences. They respect evidence-based writing to mitigate decisions based on subjective judgment.

One experience among many is while working as a copywriter for an international nonprofit organization; my role required me to create a campaign to promote awareness about climate change using data-driven narratives. Extensive research allowed me to present complex information in clear and concise ways that resonated well with the intended demographic. Having excellent research skills enabled me to be successful in this project despite its challenging topic and limited timeline.

Know thy audience: the key to crafting copy that hits the mark.

Understanding the target audience

To create persuasive and engaging copy, a copywriter must understand the audience in-depth. Understanding the target audience requires a deep dive into their demographics, psychographics, behaviors and pain points. It is critical to identify the motivations and desires of customers and connect with them on an emotional level. By creating buyer personas , analyzing data and conducting market research, a copywriter can understand their audience better.

Moreover, connecting with the target audience requires attention to language, tone and vocabulary used. A good copywriter knows how to speak to the customer in a way that resonates with them best – using their language, addressing their concerns and providing solutions to their problems. When a copywriter addresses these things correctly, they are successfully navigating understanding the audience.

An effective way of understanding your audience involves creating survey questions such as “what made you visit this page?” or running focus groups for qualitative insights. With various data inputs, copywriters can write precisely by developing perfect content pieces.

Convincing your audience through words is like a good magic trick – the art lies in making them believe they made the decision themselves.

Persuasive writing

In the realm of copywriting, persuasive writing is a vital skill for creating content that entices readers to act upon a call to action. A persuasive writer must communicate effectively with the intended audience, using language that engages and motivates them to take action towards a particular goal. With persuasive writing, one can create compelling narratives and craft engaging storylines that spark emotions within their readers.

Mastering the art of persuasive writing requires a deep understanding of human psychology, great research skills, and analytical thinking abilities. A proficient writer knows how to evoke emotions and appeal to the reader’s desires while staying true to the brand’s voice.

To develop these writing skills, one should challenge themselves by coming up with out-of-the-box ideas, studying successful copywriting content, attending writing workshops or courses, improving research skills, practicing persuasive writing techniques, mastering SEO fundamentals while keeping up with the latest trends.

A notable example of effective persuasive writing was demonstrated by Apple’s Think Different Ad campaign in 1997. The ad featured passionate pleas from famous figures like Steve Jobs and Muhammad Ali celebrating non-conformity and individualism. It connected with viewers on an emotional level by highlighting how society’s most influential heroes broke the rules to achieve greatness.

Unlocking the power of SEO is the key to success in modern copywriting.

SEO knowledge and skills

Writing for search engine optimization (SEO) requires a specific set of skills and knowledge. To create copy that is optimized for search engines, it is important to have a strong understanding of both on-page and off-page SEO strategies. This includes keyword research, meta descriptions, title tags, headers, image optimization, internal linking, backlinking and more. Additionally, the copy must be engaging and informative for human readers to increase organic traffic and improve search engine results pages (SERPs) ranking.

To develop the crucial skills as an SEO copywriter, it is essential to stay up-to-date with trends in the industry and continuously learn about new tools and techniques. One useful approach can be attending workshops or courses specifically focused on SEO copywriting fundamentals . It is also important to study successful examples of SEO-optimized content across various industries.

Furthermore, it is crucial to keep improving research skills by collecting data directly from target audiences using surveys or questionnaires; this provides insights into consumer behavior which can inform the types of content created for different platforms including social media ads. Writing persuasive content requires attention to detail regarding which words are emphasized; learning more about how word choice influences emotions is key here.

Sharpen your copywriting skills by attending workshops, reading successful content, and thinking outside the box.

To sum up, having excellent copywriting skills encompasses a wide range of attributes including:

The ability to write persuasively

Use appropriate tone and style

Research effectively

Tailor written content to different audience groups

Understand the main objectives

Use a call-to-action to encourage engagement

Remember, by developing excellent copywriting skills, you can help a business to stand out from the competition and drive user engagement through effective copy that resonates with the target audience.

What skills do I need to become a successful copywriter?

Some of the critical copywriting skills include having a passion for writing, creative thinking, analytical skills, and technical skills such as SEO and HTML. Additionally, interpersonal skills, such as accepting feedback and communicating effectively, are important for collaborating with clients and colleagues.

What is the difference between a freelance copywriter and an in-house copywriter?

A freelance copywriter works independently and is responsible for finding their own clients and managing their workload. In contrast, an in-house copywriter is employed by a company or agency and has a more stable income and access to professional development opportunities such as mentoring from a senior copywriter. However, an in-house copywriter must work in an office environment and adhere to company policies and expectations.

Do I need formal training to become a copywriter?

No, formal training is not necessary to become a copywriter . However, it is essential to gain marketing experience and develop a firm grasp on the principles of content marketing and the marketing funnel. Taking a copywriting course or attending workshops can also be beneficial in honing your skills.

What is the importance of data analysis in copywriting?

Data analysis is a crucial skill for copywriters as it allows them to collect and analyze information to make informed decisions and create effective marketing content. Copywriters with advanced analytical skills can use data to identify patterns and trends, leading to better targeting of marketing content and higher conversion rates.

What modern marketing channels do good copywriters need to be proficient in?

In addition to traditional channels such as email and social media advertising, skilled copywriters must be able to create content that effectively reaches audiences through newer channels such as live videos, webinars, and how-to videos. They must also be proficient in writing for SEO and creating informative articles to attract potential customers.

If you’re a copywriter yourself, make sure to click the orange button below to get interviewed on :

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7 Copywriter Fundamentals Skills for a Successful Career Journey

copywriter skills

Table of Contents

Having copywriter skills will help you become a better digital marketer, content producer, CEO, designer, researcher, video editor, and more. Copywriters are needed by a wide range of sectors. Thus, their services are always in demand. Copywriting is a fascinating profession with rewarding freelance employment alternatives and significant income potential. You must be able to communicate clearly and engage in your writing. Concise and compelling messages are key components of copywriting. 

To excel in this profession, mastering fundamental skills is essential. In this guide, we’ll explore seven core skills that every aspiring copywriter should develop. From understanding your target audience to perfecting grammar and punctuation, these skills encompass research, creativity, and adaptability. Whether you’re just starting or looking to enhance your copywriting abilities, these fundamentals will help you on your journey to success.

What Makes a Copywriter Successful?

Creative copywriters May come up with distinct and interesting ideas, concepts, and storytelling strategies that stand out in the copy. A copywriter must be familiar with the foundations of advertising to market themselves and attract clients or target audiences. Successful copywriters explain your label and viewers. They possess a firm grasp of the psychology of persuasion. They achieve a broad knowledge of marketing campaigns and digital advertising by conducting extensive research and reading. Copywriting successes lead to better career opportunities in the digital world.

Benefits of Gaining Copywriter Skills

  • Copywriting skills are versatile and applicable across various industries and mediums.
  • Proficiency in copywriting opens doors to diverse job roles and freelance opportunities.
  • Copywriters learn to convey ideas clearly and persuasively.
  • Skills aid in content creation and marketing essential for brand promotion.
  • Copywriters understand how to optimize content for search engines, enhancing online visibility.
  • Strong copywriting abilities often command higher pay rates and freelance project fees.
  • Copywriting allows for creative expression and storytelling.
  • Copywriters develop critical thinking skills to craft persuasive messages.
  • Skills can enhance personal branding and online presence.
  • Copywriting skills transcend language barriers, reaching a global Audience.

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Copywriter Needs: Skills Lists

Writing skills .

Writing skills are one of the copywriter skills that are vital today as the basis for effective communication in several private and competent situations. An intense grip on writing methods eases the interchange of thought and information and develops the clearness of one’s messages among various platforms. Just like an effective newsletter of an organization and shows a unique writing style. Concise and compelling messages are characteristics of a good copywriter skill. You need to write a topic that is engaging to the audience. Select the best words that involve your readers and can write great transitions.

Editing Skills

Editing skills are critical for refining written or visual content, ensuring its clarity, coherence, and effectiveness. Proficient editors possess a keen eye for grammar, punctuation, and style, allowing them to correct errors and improve readability. They also assess content for consistency, flow, and adherence to a specific tone or message. Strong editing skills are invaluable for producing high-quality written materials, from academic papers and marketing collateral to journalistic articles and creative works.

Technical Skills

Technical skills are the specialized knowledge and expertise required to perform specific tasks and use specific tools and programs in real-world situations. Diverse technical skills are necessary for almost every field and industry, from business administration to health care and education. The capability to utilize content management systems, create web pages, apply main data formatting, and other tasks are some of the skills that copywriters need to be successful in the online and digital atmosphere. So, before hiring a technical writer, they need to be screened on the technical skill expertise .

Communication Skills

Communication skills are the ability to converse or share ideas and feedback effectively. Many experts believe that communication skills include: Convey communications without misleading or confusing others. Communicate effectively with a variety of people in different life situations. It is considered one of the strong points of a job posting. This also includes good listening skills, empathy, confidence, appropriate tone of voice, and ability to respond.

Creative Thinking Skills

Creative thinking skills are essential cognitive abilities that enable individuals to generate innovative and original ideas, solve complex problems, and approach challenges with fresh perspectives. These skills encompass imagination, flexibility, and the capacity to connect seemingly unrelated concepts to produce novel solutions and concepts. Cultivating creative thinking skills enhances one’s ability to excel in various fields, fostering innovation, adaptability, and creative problem-solving in both personal and professional contexts.

Research Skills

Research skills refer to the ability to search for, find, extract, arrange, gauge, and use or present information that is relevant to a particular topic. It can also be defined as the ability to locate a solution to a question or problem. It involves your capability to collect information regarding an issue and evaluate details of information to support a solution. Research skills are essential to improve your career as they directly relate to your ability to gain insight and inspire action in both yourself and others.

Interpersonal Skills

Interpersonal skills are essential for effective communication and building positive relationships with others. These abilities encompass active listening, empathy, and the capacity to Express oneself clearly and respectfully. Interpersonal skills also involve conflict resolution, teamwork, and the ability to adapt communication styles to different personalities and situations. Strong interpersonal skills contribute to harmonious interactions in both personal and professional settings, fostering collaboration, understanding, and a more conducive environment for achieving shared goals.

Ways to Enhance a Copywriter’s Skills

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Build Up Writing Abilities

Upskill your writing skills through strong research and thinking skills, capacity to adjust, staying updated, writing regularly if possible, writing every day, reading as much as you can, reading what you want to write, and getting feedback. Review grammar and spelling basics since it is the foundation of good writing. And know some common fixes. Effective content writing skills are most important for copywriter skills.

Hone Technical Abilities

Honing technical abilities is a vital process that involves consistent efforts to refine and strengthen one’s expertise in specific technical domains. It encompasses continuous learning, practical application, and staying updated with evolving technologies and tools. Whether it’s developing coding skills, mastering data analysis techniques, or becoming proficient in digital marketing strategies, honing technical abilities not only enhances individual competence but also opens up new career opportunities and contributes to personal and professional growth in an increasingly tech-driven world.

Enroll in an Online Class

Enrolling in an online class offers numerous benefits. It provides flexibility and enables you to learn at your own pace and on your schedule. Online classes often cover a wide range of subjects and are accessible from anywhere, eliminating the need for physical attendance. Additionally, they can be cost-effective, reducing the expenses associated with traditional classroom education while providing opportunities to enhance skills, advance careers, and achieve personal and professional goals.

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How to choose the perfect topic for your content writing? 

Choosing the perfect topic for your content writing involves several key steps. First, identify your Target Audience and their interests, ensuring that your chosen topic aligns with their needs and preferences. Next, conduct keyword research to gauge the topic’s search demand and competitiveness, aiming for a balance between relevance and opportunity. Finally, consider your expertise and passion, as writing about a subject you’re knowledgeable and enthusiastic about will not only make the process more enjoyable but also result in more engaging and valuable content.

What are jobs available for having copywriter skills?

Individuals with copywriter skills can pursue various job opportunities across industries. They can work as content writers or editors for digital marketing agencies, creating website copy, blog posts, and social media content. They May also find roles as technical writers, crafting clear and concise documentation, or as advertising copywriters, developing compelling ad campaigns for agencies or in-house marketing teams. Additionally, positions in public relations, content management, and freelance writing are viable options for those with strong copywriting abilities.

How does copywriting play an important role in search engine optimization/SEO?

Copywriting is integral to SEO as it involves creating content that incorporates relevant keywords and phrases, improving a website’s visibility in search engine results pages (SERPS). High-quality, optimized copy not only attracts organic traffic but also engages and retains visitors, reducing bounce rates and increasing time spent on the site, which are factors search engines consider when ranking pages. Additionally, effective copywriting can earn backlinks and social shares, enhancing a website’s SEO authority and credibility.

Concluding Thoughts

Copywriters are skilled in crafting persuasive and engaging written content for various mediums, such as websites, advertisements, emails, and marketing materials. They possess a deep understanding of their Target Audience, can adapt their tone and style accordingly, and excel in storytelling. Copywriters employ effective use of grammar, punctuation, and language to convey messages clearly and convincingly. They also often know SEO principles to optimize content for search engines and enhance its discoverability. Now that you learned a lot about copywriter skills. I bet that you are a lot more excited to face the next step to get to your goal in your career in different areas in the industry, where copywriting is needed. So good luck!.


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Copywriting Research – Why It’s Important And How You Can Do It!

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A solid research process may just be the single most important thing to make your copy a success. Copywriting research helps you get clarity on the product you’re selling and gives you a better understanding of your target audience.

But, how does copywriting research work & why is it such an important step in the copywriting process?

That’s exactly what this article covers!

Need some help with your copywriting? Feel free to take a look at my copywriting services – suitable for both small businesses as well as agencies and larger organizations!

Why is research so important for copywriting?

Thorough research is a vital part of writing good copy. Your knowledge of the product or service you are selling and your knowledge of the target audience is nearly always the limiting factor in your copywriting.

You’re expected to write like an expert, even if the topic is completely new to you!

A good copywriter can write effective copy for an industry they are familiar with. A great copywriter can write killer copy for a previously unknown industry.

This is made possible by research and it separates the good from the great (although specialization is still definitely advised to avoid becoming a jack-of-all trades).

Being able to delve deep into a topic and come out with a solid understanding of the industry is an important skill to have. Even if you are writing copy for your own business and products, good research can be the difference between resonating with a client and shouting at them.

To be able to get someone to take action, you need to know what makes them tick.

You also need to know exactly what the product you are selling does. You need to know what problems it solves and what desires it stimulates in your potential clients.

Graphic with question marks indicating the question what should your copywriting research cover?

What should your copywriting research cover?

There are four main steps to take when performing copywriting research.

Graphic with produc boxes indicating researching a product or service

Researching the product/service

It starts with getting to know the product or service you’re writing about. What does the product do? What problem does it solve? What does it look like/feel like/taste like..?

If you can get access to the (physical) product or test the services personally then this helps a lot. This will help your copy be more authentic, as you will be able to describe things you otherwise couldn’t.

Your copywriting can improve drastically just by having first-hand experience with the product you are writing about.

Tip: use sites like Reddit, review websites like TrustPilot and others to get an idea of what other people are saying about the product or service. This will help you understand other people’s opinions and how they see the product/service.

Researching competitors’ products is another part of this step too as it allows you to compare your product with other’s on the market.

Below are some questions you need to answer as part of your research.

• What really stands out about this product?

How does it differ from competing products? Are there any features that are particularly helpful/effective? How durable is it?

Answering these questions will help you hone in on the differentiating factors that the product offers, allowing you to position the product as unique.

• What problems does the product solve? What are the benefits?

Try to focus on the problem(s) that the product solves as opposed to its features. Don’t forget to cover any supporting problems it solves alongside the main problem.

Reviews are a great way of understanding of how the product has helped real users, so they’re worth taking advantage of if there are reviews available.

• What’s less great about this product?

Again, some first-hand experience and customer reviews will really help with this. What problems do people experience when using it? What objections are common? Why would someone opt for another solution instead?

It’s important to know what your product’s shortcomings and limitations are in order to craft good copy. These may be things that set your product apart, so use them wisely.

A great example of this is the “think small” marketing campaign employed by Volkswagen in the US just after world war two. In it, Volkswagen used some of its disadvantages to further emphasize the car’s advantages.

• What is the story behind your product?

Normally, this can be found in the company’s marketing plan, content strategy or even on their about-us page. Keep in mind that not all products/brands will have a solid backstory.

Graphic with people and targets to indicate the target audience

Research the target audience

Understanding your target audience will allow you to resonate with them and understand their needs.

First, you need to know who buys the product that you are selling. Most marketing teams will have a (number of) buyer persona(s) that can help you with this. If not, reviews or data on past sales can be useful, as well as statistics/data found online.

Once you know who the target audience is, you need to know exactly what they want from the product. You need to know what the target audience is looking for when buying your product or a similar one. What problem does it really solve?

This step will help you develop authenticity and target the right audience with a solution to their problem.

Also, try to understand in what context the copy will be seen. Is it copy for social media? A blog post? A poster?

Some questions you may ask yourself:

• Who is your target audience?

This is one that people often assume, but it’s important to base this on facts and data.

Get some data on who really purchases from your brand and who buys from the competitors. Are there any patterns in age, sex, location, income-level, interests etc.?

Some great free tools for this is Facebook’s audience insights and Google Trends.

Speaking with someone within the company you are writing the copy for can also help you better understand the target audience.

If you’re writing for your own company, check out your social media following and the analytics of your website and social channels.

You can combine these “real-time” insights with the market research done in the past to get a clear understanding of your target audience.

• What is the target audience’s “hidden” desire? What problem does your product solve for them?

This can often be found by digging deep into product/industry-specific forums and reviews.

This takes some experience, as people often won’t say exactly what they want but “hint” at it. A basic understanding of human psychology and consumer behavior can help in this step.

You need to read between the lines to do this effectively.

Another great way of researching this is by sitting down and talking with your target audience, or even running polls.

When doing any form of research, it’s best to get your data from a variety of places. People will not always voice their true opinions, so using a variety of data sources will help you get the best possible understanding on a range of different platforms.

Graphic with a graph to indicate market research

Research the market & SEO (depending on if this is necessary)

This is something often left out. However, it may be the most important part of your research if it isn’t done for you.

You need to know where your target audience is to ensure the copy is seen by the right people at the right time in the right place. This is especially obvious when writing blog posts for clients.

If you use the wrong keywords and title, then it won’t matter how good your copy is as it may not be seen by anyone.

The same is true for social media…

Writing a Facebook post is different than writing a Twitter post or a post for LinkedIn. You need to know where your audience is and how they behave on that platform.

Some questions to ask yourself:

• What is currently trending in the industry you are writing for?

There are lots of popular market-specific blogs and news sites where current trends can be found. Make sure to browse through them before writing your copy.

Google Trends is also a great tool to gauge what topics are trending and which ones are losing traction.

On a side note – if you’re not an expert on the industry you’re writing about, make sure to get an expert within the company to check the copy once you’re finished writing it. This will prevent you from making any mistakes that could cause the company to lose credibility.

• Where is your target audience?

Keyword research is one of the best ways to find out where your target audience is.

Just using Google Keyword Planner is fine, although paid tools will provide you with more (detailed) information.

The data isn’t perfect but it will show you what people are (and, more importantly, aren’t) searching for.

Read more about what keyword research is in this post.

Also, make sure to read up on social media user statistics. Some channels are better for certain audience demographics than others.

The Google search results are also worth checking, to see if the keywords you target focus on the right search intent.

An example of a transactional search intent – all search results are pages selling diamond rings.

For example, if all pages are blog posts and you’re writing content for a sales page, it shows that your page won’t match the intent of the search.

Google tailors the search results to the searcher's intent so you can almost always tell what kind of content/web page will work best for each keyword.

Remember to use an incognito window to check the search intent properly and use the advanced search features to tailor the search to a specific language/region.

Graphic with documents and tick signs to symbolize proof

Get the proof!

Now you have all the info you need, there’s one last thing you need to write compelling copy.

Gather pictures that back up your claims about the design. Collect client testimonials and reviews. If you don’t already have these, then run a poll or do some research.

Proof will help you make a better case for your product or service as it supports your claims.

The main question you need to ask yourself here is…

• How do I prove my claims?

It’s important to tailor the proof to the claims you make to ensure your copy is as trustworthy as possible.

Make sure you get great-looking pictures if you are focusing your copy on the design. Make sure you get statistics that will back up your story and claims about the results.

Copywriting research tips and tricks

If you can’t get first-hand experience with a product, then reading reviews that actual customers have written is worth its weight in gold. This will help you see what makes your product stand out from the crowd, as well as understand the product’s shortcomings.

• Don’t overdo it

Research can take a very long time. Make sure you develop a process to complete your research thoroughly and within a reasonable timeframe. This doesn’t mean you should rush it, just don’t get too carried away on unimportant details.

• Remember that understanding an industry takes time

Whether you’re writing copy yourself or hiring a copywriter, it can be worth working from basic topics to more advanced/complex ones. Following a process like this gives the copywriter time to get to know the industry and the foundational concepts before writing about more complex topics.

This is especially helpful in highly technical industries.

As you can see, there’s a lot more that goes into copywriting research than just thinking about what people may want and writing copy based on this. You need to develop a system that allows you to thoroughly and quickly research everything you need to know to write the best copy you can.

Hopefully, this article has given you enough of a head start to start developing your own copywriting research strategy.

If you have any questions after reading this post, feel free to shoot me a message or leave a comment!

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Freelance SEO Expert and Digital Marketing Freelancer

With over 6 years of experience in freelance SEO and digital marketing, my primary goal is to assist business owners in attaining their marketing objectives and achieving the results they want online. Should you have any questions about this post or any of my services, please don't hesitate to reach out to me at any time!


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5 Essential Copywriting Skills You Need to Be a Copywriter

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While some think that being a copywriter is easy, it requires you to have some the skills to come up with a copy that readers will enjoy reading.

Everywhere you look, you'll come across the work of a copywriter.

Moreover, copywriting is among the most lucrative jobs, with freelance copywriters earning up to $250 per hour.

To become a good copywriter, though, you need adequate knowledge of your niche and a few more skills to improve your writing.

So, whether you've just graduated, or you have some experience in copywriting, it's time to find out the essential skills you need to become a successful copywriter.

What Does a Copywriter Do?

First, if you're interested in becoming a copywriter, you need to know what copywriting entails .

In short, copywriting is all about writing promotional material.

For instance, copywriters are usually responsible for the following:

Creating engaging content for email campaigns and newsletters.

Writing content for websites and provide landing pages copy.

Creating engaging blog posts.

Contributing guest posts to various blogs and websites.

Writing copy for social media advertisements.

Planning video scripts for creating an online course.

Providing accurate product descriptions and headlines.

Being responsible for educational materials like creating presentations and white papers.

Their main goal is to write something that will make the reader engage with the content and lead them one step closer to taking action.

Great writers with outstanding copywriting skills will persuade readers to click, provide their information or purchase.

The goal is always the same: get a reader to take action and convert them into a customer.

How to get started in Copywriting

Copywriting isn't something that you need formal training to do. However, if you want to succeed, you need to get as much experience in the copywriting field as possible.

Start as a freelance copywriter: Starting as a freelancer is much more difficult than working for a company. However, it allows you to be your own boss and work flexible hours. First, you need to learn the ropes, deal with rejection, and find a way to get as many jobs as possible since it's a remote writing job. Succeeding in freelance copywriting will take time. That shouldn't scare you, though. Be patient, try to enrich your portfolio with quality pieces, and experiment with different strategies.

Work in-house as an agency or company copywriter: Finding an in-house copywriting job will offer you a stable income. If you work under a professional copywriter, you'll manage to get valuable advice and hone your copywriting skills more easily. Being in-house has all the pros and cons of working in an office environment. If you aren't afraid of working hard, having deadlines, and dealing with office life, then working in-house will help you succeed faster.

Whether you want to start as a freelancer or as an agency/company copywriter, you need to grow your skills as much as possible.

The more you cultivate your skills and boost your profile, the easier it will be for you to get more opportunities.

Now, let's see what copywriting skills you need to develop.

Have a Passion for Writing

The first copywriting skill you need is, of course, the art of writing. But before you master that, you need to be passionate about it.

While you might have excellent grammar and a vast vocabulary to choose from, if you don't like writing, then your job will be more difficult.

However, if you want to write about different topics and enjoy writing, then this should be a piece of cake for you.

While not every piece of content will be equally interesting, having a positive attitude about writing is one of the principles of a successful copywriting career.

Then, you can start mastering your writing skills .

You can do that by studying numerous copywriting articles, polishing your style, or even attend online writing workshops.

Creative Thinking

Creativity is all about creating something new from scratch.

This way of looking at things from a different angle, and coming up with innovative ideas and solutions is called creative thinking .

As a copywriter, you might need to dive into your creative pool more often than you think.

After all, if you are involved in launching a marketing campaign, you need to come up with an incredible idea that will intrigue your audience and inspire them to take action.

Creative thinking, though, varies from person to person.

If you love writing but have a hard time coming up with creative ideas, you need to find the right techniques to stimulate creative thinking.

Among other things, you can:

Challenge yourself to come up with solutions and ideas that are out of your comfort zone.

Boost your creative reservoirs with content that will inspire you and make you think more creatively.

Embrace new ideas and opportunities to learn something new.

Listen to other people, expand your horizons, and adopt a diverse view of things.

Expanding your way of thinking and embracing new ideas will help you increase your creativity and come up with innovative solutions.

So, don't hesitate to grab the opportunity to learn and evolve at every chance.

Analytical Skills

To be a successful copywriter, you also need to develop your analytical skills and put them into practice as much as possible.

Having analytical skills is all about collecting and analyzing information to come up with the best solutions and decisions.

Copywriters with advanced analytical skills can go through large volumes of data and discover patterns and trends.

Then, they can use them to deliver the right message to the right audience. Being analytical is an important copywriting skill you need to develop as it will assist your career in marketing.

For instance, mastering data analysis is one of the soft digital marketing skills you'll need to start a career in digital marketing.

To develop your analytical skills, you need to see them as a whole consisting of various other skills.

Research Skills

As a copywriter, you will have to write about a plethora of topics. To do so, you might need a variety of resources to back up your claims and make your writing more credible.

Finding the right resources will help your copy stand out.

While researching isn't rocket science, you need to refine your skills to save time and increase your efficiency.

Since the majority of resources comes from online sources, you need to know how to search for information using search engines.

When you find the right sources, though, you also need to make sure that they are indeed legitimate and useful for your content.

For instance, different types of marketing collateral will require very different sources.

Knowing what to look for and where to find it is an essential copywriting skill to improve and simplify your work.

Critical thinking

Critical thinking is a rather complex process. In short, though, this valuable skill is all about analyzing and evaluating ideas based on objectivity and logic.

Evaluating the validity of the information you come across online will help you boost your copywriting skills.

Furthermore, critical thinking will allow you to understand the links between ideas, expand them, and come up with quality content for your readers.

Attention to detail

An eye for detail is among the top skills that graduates list on their CVs.

Thoroughness and accuracy are also among the skills that employers look for in candidates.

The reason is quite simple. If you have strong attention to detail, then you will be able to plan and design your tasks more efficiently.

For copywriting, this means that you will manage to fulfill your tasks in a timely and orderly manner and minimize sloppiness.

Attention to detail is a must copywriting skill for every writer. To boost it, you need to listen and communicate with your teammates and your managers, be diligent, and plan your copy before you write it.

Write for Humans

Sometimes writers forget that the most crucial part of their writing isn't their SEO score but the reader.

Even experienced writers sometimes get caught up in the metrics and forget that the user experience is the most important thing.

Understanding what a reader wants is a valuable skill you need to become a successful copywriter.

Consequently, you should focus on using your copy as a means of providing your audience with actionable solutions.

Learning how to use your keywords will allow you to write better copy and provide your readers with great experiences and the best content.

Since marketing is all about the customer, your copywriting skills will also allow you to expand your marketing skills and become a successful copywriter in the marketing industry.

Master the Art of Headlines

It might seem funny, but headline creation is a skill of its own.

Headlines are the first thing your reader will come across. If your headline isn't appealing, then your audience will be instantly disengaged.

As a result, they won't read your value proposition or even click on your well-planned call-to-action.

Mastering the art of headlines requires practice and a lot of research. The best place to start is to understand your target audience and what they want to see in your headlines.

According to CrazyEgg , highlighting the benefits of your copy in a single line will help you create winning headlines.

But apart from that, finding the right headlines is a process of trial and error.

If you want to write professional and engaging headlines, put them to the test, and don't hesitate to make changes.

Becoming a Copywriter

Mastering the art of copywriting requires a variety of skills to help you succeed.

While you can easily learn or improve these skills, you need to be sure that copywriting is something you like.

In a world where copywriting is sought after by small and large businesses and agencies, you need to find a way to spread your copywriting wings.

Being passionate about writing is the first step to pursue a profitable career as a copywriter.

With the right skills, you will achieve your dreams, improve your writing, and land the copywriting job you always dreamed of.

About the Author

Marilia Dimitriou

Marilia Dimitriou is a Creative Writer working for email marketing automation software Moosend. Her passion for writing has made her find new ways to combine the art of creative writing with SEO copywriting.

When she’s not writing articles, you’ll find her enthusing over marketing tech and automation.

Continue to: Formal and Informal Writing Styles How to Write a Press Release

See also: Writing in Plain English How to Make Your Writing Feel More Personal How to Use the Power of Storytelling to Write Captivating Copy

The 9 Traits of Highly Effective Copywriters

Matthew Kane

Updated: October 07, 2019

Published: March 15, 2016

A lot of the oft-cited characteristics of a quality a copywriter are so obvious that one can’t help but wonder if they were written by writers at all. How many must begin with some variant of “strong writing skills,” “a knowledge of the English language,” or the ever-ambiguous “creativity.”

research skills for copywriter

And if the goal of these articles is to take the obvious route, I’d at least like to see one recount the other traits most professional writers seem to have in common -- bouts of anxiety, an all-consuming drive for perfection, and a constant battle with imposter syndrome , in which each well-received piece is credited to a stroke of luck and that the next will ultimately expose you for the fraud you are. You know, the usual.

What I’m getting at here is that if we make the (correct) assumption that every copywriter already possesses the pre-requisites, what then separates the great from the so-so?

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As far as we’re concerned, a good copywriter is:

1) A Top-Notch Researcher and Interviewer 

In an ideal world, a copywriter would also be a subject matter expert, able to rely solely on his immense knowledge to write compelling copy. More often than not, though, copywriters will need to pivot from client to client and sometimes industry to industry. As such, they’ll need to get up to speed -- quickly.

Effective research is not limited to a few Google searches or pouring through collateral that a client may have provided. Although an important and necessary step to a job well done, truly effective copywriters know that interviewing the appropriate stakeholders is just as imperative for two reasons.

One, a conversation with a vested party provides a different point of view, which can help frame the direction of the copy. And two, interviewing an expert is a more efficient way to get to the core of what’s important, as opposed to trying to discern it from a wealth information sans context.  

To do so requires strong interview skills, so we suggest brushing up on those.

2) Knowledgeable About the Intended Audience  

When it comes to why it’s important to understand your audience, legendary copywriter David Ogilvy said, “If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.”

Quality copy, be it ad copy, ebooks, blog posts, or headlines, is more effective when understanding what the intended audiences thinks, speaks, and searches for. Otherwise efforts can result in campaigns that totally miss the mark.  

Of course, gaining an intimate knowledge of an audience is not possible without the necessary research and interview skills.

3) Thirsty to Learn, but Knows When She Is Quenched 

A copywriter can conduct research and interviews, but without an innate thirst for knowledge, her efforts are unsustainable. Chances are, though, that by already working as a copywriter and reading articles about the qualities of an exceptional one, the desire to learn exists. It’s actually the inverse that persists.

Sometimes copywriters become so wrapped up in learning the minutiae of whatever it is they’re researching that they’ll delay writing, believing that there must be some component they overlooked that will strengthen their copy. In other words, they’re unable to see the forest through the trees.

Quality copywriters know their goal should be to learn as much information about the product and the audience as possible to write effective copy -- and nothing more. On tight deadlines, becoming an expert is not viable.

4) Informed 

Here’s a secret about copywriters. At some point or another most copywriters either a) wanted to be a writer, b) are currently writers on the side, or c) are trying to become a writer. Though both creative and involving the written word, copywriting, unlike journalistic or creative writing, is about selling a good or service. Yes, well-written work obviously does a better job at that, but at the end of the day, writing isn’t the product -- it’s a tool used to sell one.

It’s an important distinction. Bad copywriters often stuff their work with purple prose or other literary devices in an attempt to make some sort of high-minded art out of an innocuous project. Or if they’re a little more sophisticated, they try to harken back to the golden age of advertising and long-form copy.

Good copywriters, on the other hand, understand the modern world. They’re knowledgeable about how consumers skim and read, understand the importance of an attention-grabbing headline, can articulate the sales and marketing objectives, and know a thing or two about SEO and keyword optimization. They save the other stuff for after work.

5) Thick-Skinned 

To write is to create something from nothing. As such, the thought of killing your darlings can be a difficult one to bear, even if in doing so the copy becomes that much stronger. But it’s the price that comes with working in such a subjective field.

Always rejecting feedback from others is never a good idea. It can lead to resentment growing and productivity suffering if colleagues feel they are walking on eggshells. Good copywriters believe in their convictions but understand that they may not always be right.

6) Self-Assured 

Though good copywriters should be open to feedback, he or she should also defend their ideas where appropriate. This could range from the small (word choice) to the big (overall direction of the copy). The goal is not to be combative, but to clearly explain the the thought process that led to the decision.  

The truth is clients, editors, and colleagues may not always be right, so a good copywriter doesn’t need to immediately acquiesce. The effective copywriter knows the best course of action is to open to a dialogue where everyone can bring their thoughts to the table.

7) An Anti-Perfectionist 

If a copywriter waited until he or she was “done” with a piece before sending it off to a client, no work would ever be accomplished. What Leonardo da Vinci once said is true, “Art is never finished, only abandoned.”

All serious copywriters innately approach their work hoping to create the perfect, career-defining piece. And more often than not, they’re left unsatisfied. They’ll think “If I just had a little more time,” as they try to capture what seemed so perfect in their head. 

Good copywriters realize that the pursuit of perfection -- while noble -- is futile. They know that they can go on tweaking forever, but understand that “good enough” is exactly that.

8) Willing to Seek Help 

Writing is a solitary activity. Sure, the planning and outlining can be collaborative, and the feedback phase will involve multiple parties, but the actual task of writing can only really be done by a singular person. As a result, many copywriters have the tendency to view themselves as a “lone wolf,” but nothing could be further from the truth. 

No writer became skilled through their own efforts. Through their education and into their career, teachers, professors, editors, and colleagues provided guidance. A good copywriter knows that the mentor/mentee relationship never stops.

Copywriters should seek out mentors who can continually push them to achieve more in their career. Unlike editors that provide feedback on an individual piece of work, mentors provide “big picture” advice necessary to navigate the up-and-downs of a creative career.

At the same time, the good copywriter knows that at a certain point in their career, he or she should mentor younger colleagues.

9) Always Reading

No, we’re not talking about novels, though that’s good too. An exceptional copywriter is always aware of the latest industry trends, often perusing publications like AdWeek , Advertising Age , Digiday, and the ... Agency Post. They never rest on their laurels, and they cringe at coming across as out of touch .

Plus, reading helps copywriters continue mastering the English language.

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To remain competitive and gain an edge as a project management professional, it helps to learn one ... [+] or more of these five critical skills this year

Within a competitive job market in which 25 million project managers are projected to be in demand over the next few years, it's critical for aspiring and existing project management professionals to stay ahead of the curve so they can secure the highest-paying roles. While the project management profession in itself is a well-remunerated industry, with U.S. median salaries jumping to as high as $120,000, that doesn't necessarily mean that you can sit back, relax, and assume you're worthy of a six-figure salary.

There are things that lie within your power, which you can do to dramatically skyrocket your earnings.

When exploring how to increase and even multiply your salary as a project manager, it's best to look into what are the highest-paying, in-demand skills within the project management industry, so that you can position yourself as best suited for a promotion, or as a star candidate when job-searching.

Highest-Paying In-Demand Skills For Project Managers

The compensation and salary data company, PayScale, compiled a list of high-paying skills which include a combination of hard, technical skills, and soft or power skills for those within the project industry.

It's worth noting that there are some industries in which the impact of these skills on your pay increase will be more visible than others. For example, considering programme/project management within the technology industry, you can expect to earn more for your skill set, as the tech industry is renowned for offering the highest salaries to project and program management professionals. As such, some of the skills listed below are more specific to the technology industry.

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However, many of these skills are equally in demand in other industries as well, so they can still be applicable and relevant to you.

These competencies include:

1. Agile Software Development

Using the agile software development approach for building and delivering software products entails prioritising flexibility responsiveness and adaptability to change as well as collaboration. Following this framework, you and your team would be working in sprints, (short iterations) which allows you to make incremental progress and quickly respond to stakeholder requirements and feedback to meet their needs.

This is the highest-paying skill for project managers, with Payscale data revealing that it can boost your earnings by 47%. Coursera and Skillsoft are two of the amazing resources that are available for you to learn this skill.

The tech industry offers the highest salaries for PMs

2. Business Analysis

Analytical thinking is listed in the World Economic Forum's Future of Jobs Report 2023 as the number one skill needed by professionals over the next few years.

Business analysis, in simple terms, is when you identify business needs and research solutions for them. This skill comes handy in your PM role, as you will naturally be working with stakeholders on a regular basis to gather and analyze data on their needs and define requirements, and then propose the best solution with your program or project. This skill improves salary prospects by up to 43%.

3. Engineering Design

Next on the list is engineering design, which is of course more specifically focused on the technology industry. This involves taking the results of your business analysis, and creating detailed plans and specifications, including prototyping and testing, to ensure you deliver a high-quality product that satisfies your stakeholders' needs. This skill is more relatable to product managers, and provides a 14% uptake in salary.

4. Risk Management/Risk Control

With all the changes that are occurring to disrupt industries in 2024, it's no wonder that risk management and risk control are highly in-demand skills for project and program managers to possess. This skill also has the potential for a 14% salary boost, according to Payscale analysis.

You can learn more about how to comprehensively manage and plan for risk by undertaking courses and certifications such as those offered by the Institute of Risk Management, which are globally recognized.

5. Strategy

Strategic thinking is a trademark of leadership, and of exceptional program and project management. You need to be able to steer your project team in the right direction to achieve successful project outcomes, and this means you'll need to have a solid strategy that is clearly articulated so that everyone is on the same page. Setting clear goals and objectives, and assigning the right team members to fulfil each task according to their strengths requires some practice to get it right, but it can be achieved if you're persistent and intentional. Possessing and showcasing this skill results in a 12% salary increase.

Risk management skills helps ensure your project is prepared for worst-case scenarios and minimizes ... [+] negative outcomes, including those that could affect your job directly

By investing in yourself this year by upskilling in one or more of these five essential competencies, you can position yourself to successfully meet the evolving demands of your stakeholders and the project management industry, and unlock numerous career-building and salary-boosting opportunities.

Rachel Wells

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Why writing by hand beats typing for thinking and learning

Jonathan Lambert

A close-up of a woman's hand writing in a notebook.

If you're like many digitally savvy Americans, it has likely been a while since you've spent much time writing by hand.

The laborious process of tracing out our thoughts, letter by letter, on the page is becoming a relic of the past in our screen-dominated world, where text messages and thumb-typed grocery lists have replaced handwritten letters and sticky notes. Electronic keyboards offer obvious efficiency benefits that have undoubtedly boosted our productivity — imagine having to write all your emails longhand.

To keep up, many schools are introducing computers as early as preschool, meaning some kids may learn the basics of typing before writing by hand.

But giving up this slower, more tactile way of expressing ourselves may come at a significant cost, according to a growing body of research that's uncovering the surprising cognitive benefits of taking pen to paper, or even stylus to iPad — for both children and adults.

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In kids, studies show that tracing out ABCs, as opposed to typing them, leads to better and longer-lasting recognition and understanding of letters. Writing by hand also improves memory and recall of words, laying down the foundations of literacy and learning. In adults, taking notes by hand during a lecture, instead of typing, can lead to better conceptual understanding of material.

"There's actually some very important things going on during the embodied experience of writing by hand," says Ramesh Balasubramaniam , a neuroscientist at the University of California, Merced. "It has important cognitive benefits."

While those benefits have long been recognized by some (for instance, many authors, including Jennifer Egan and Neil Gaiman , draft their stories by hand to stoke creativity), scientists have only recently started investigating why writing by hand has these effects.

A slew of recent brain imaging research suggests handwriting's power stems from the relative complexity of the process and how it forces different brain systems to work together to reproduce the shapes of letters in our heads onto the page.

Your brain on handwriting

Both handwriting and typing involve moving our hands and fingers to create words on a page. But handwriting, it turns out, requires a lot more fine-tuned coordination between the motor and visual systems. This seems to more deeply engage the brain in ways that support learning.

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"Handwriting is probably among the most complex motor skills that the brain is capable of," says Marieke Longcamp , a cognitive neuroscientist at Aix-Marseille Université.

Gripping a pen nimbly enough to write is a complicated task, as it requires your brain to continuously monitor the pressure that each finger exerts on the pen. Then, your motor system has to delicately modify that pressure to re-create each letter of the words in your head on the page.

"Your fingers have to each do something different to produce a recognizable letter," says Sophia Vinci-Booher , an educational neuroscientist at Vanderbilt University. Adding to the complexity, your visual system must continuously process that letter as it's formed. With each stroke, your brain compares the unfolding script with mental models of the letters and words, making adjustments to fingers in real time to create the letters' shapes, says Vinci-Booher.

That's not true for typing.

To type "tap" your fingers don't have to trace out the form of the letters — they just make three relatively simple and uniform movements. In comparison, it takes a lot more brainpower, as well as cross-talk between brain areas, to write than type.

Recent brain imaging studies bolster this idea. A study published in January found that when students write by hand, brain areas involved in motor and visual information processing " sync up " with areas crucial to memory formation, firing at frequencies associated with learning.

"We don't see that [synchronized activity] in typewriting at all," says Audrey van der Meer , a psychologist and study co-author at the Norwegian University of Science and Technology. She suggests that writing by hand is a neurobiologically richer process and that this richness may confer some cognitive benefits.

Other experts agree. "There seems to be something fundamental about engaging your body to produce these shapes," says Robert Wiley , a cognitive psychologist at the University of North Carolina, Greensboro. "It lets you make associations between your body and what you're seeing and hearing," he says, which might give the mind more footholds for accessing a given concept or idea.

Those extra footholds are especially important for learning in kids, but they may give adults a leg up too. Wiley and others worry that ditching handwriting for typing could have serious consequences for how we all learn and think.

What might be lost as handwriting wanes

The clearest consequence of screens and keyboards replacing pen and paper might be on kids' ability to learn the building blocks of literacy — letters.

"Letter recognition in early childhood is actually one of the best predictors of later reading and math attainment," says Vinci-Booher. Her work suggests the process of learning to write letters by hand is crucial for learning to read them.

"When kids write letters, they're just messy," she says. As kids practice writing "A," each iteration is different, and that variability helps solidify their conceptual understanding of the letter.

Research suggests kids learn to recognize letters better when seeing variable handwritten examples, compared with uniform typed examples.

This helps develop areas of the brain used during reading in older children and adults, Vinci-Booher found.

"This could be one of the ways that early experiences actually translate to long-term life outcomes," she says. "These visually demanding, fine motor actions bake in neural communication patterns that are really important for learning later on."

Ditching handwriting instruction could mean that those skills don't get developed as well, which could impair kids' ability to learn down the road.

"If young children are not receiving any handwriting training, which is very good brain stimulation, then their brains simply won't reach their full potential," says van der Meer. "It's scary to think of the potential consequences."

Many states are trying to avoid these risks by mandating cursive instruction. This year, California started requiring elementary school students to learn cursive , and similar bills are moving through state legislatures in several states, including Indiana, Kentucky, South Carolina and Wisconsin. (So far, evidence suggests that it's the writing by hand that matters, not whether it's print or cursive.)

Slowing down and processing information

For adults, one of the main benefits of writing by hand is that it simply forces us to slow down.

During a meeting or lecture, it's possible to type what you're hearing verbatim. But often, "you're not actually processing that information — you're just typing in the blind," says van der Meer. "If you take notes by hand, you can't write everything down," she says.

The relative slowness of the medium forces you to process the information, writing key words or phrases and using drawing or arrows to work through ideas, she says. "You make the information your own," she says, which helps it stick in the brain.

Such connections and integration are still possible when typing, but they need to be made more intentionally. And sometimes, efficiency wins out. "When you're writing a long essay, it's obviously much more practical to use a keyboard," says van der Meer.

Still, given our long history of using our hands to mark meaning in the world, some scientists worry about the more diffuse consequences of offloading our thinking to computers.

"We're foisting a lot of our knowledge, extending our cognition, to other devices, so it's only natural that we've started using these other agents to do our writing for us," says Balasubramaniam.

It's possible that this might free up our minds to do other kinds of hard thinking, he says. Or we might be sacrificing a fundamental process that's crucial for the kinds of immersive cognitive experiences that enable us to learn and think at our full potential.

Balasubramaniam stresses, however, that we don't have to ditch digital tools to harness the power of handwriting. So far, research suggests that scribbling with a stylus on a screen activates the same brain pathways as etching ink on paper. It's the movement that counts, he says, not its final form.

Jonathan Lambert is a Washington, D.C.-based freelance journalist who covers science, health and policy.

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Opinion The problem with diversity statements — and what to do about them

DEI statements have too often led to self-censorship and ideological policing.

research skills for copywriter

As the United States reckoned with racial inequality during and after the 2020 Black Lives Matter protests, many saw Diversity, Equity and Inclusion (DEI) programs as a way to address the issues in higher education. As part of the trend, many schools began requiring candidates for teaching positions to submit DEI statements. In these statements, potential hires explain how they would advance diversity, equity and inclusion in their teaching and research activities. One 2021 study found that about one-third of job postings at elite universities required them.

Now, however, some in academia are starting to express second thoughts about this practice. In April, Harvard Law School professor Randall L. Kennedy urged abolition of DEI statements, arguing that they amount to “compulsion” and “ideological litmus tests.” Not long after Mr. Kennedy’s article appeared, the Massachusetts Institute of Technology became the first top university to voluntarily end their use. The decision came after extensive consultations among all six of the school’s academic deans. MIT’s president, Sally Kornbluth, explained : “We can build an inclusive environment in many ways, but compelled statements impinge on freedom of expression, and they don’t work.”

research skills for copywriter

In doing away with DEI statements, MIT was not abandoning the goals of greater diversity, equity and inclusion, which remain not only valid but also vital. DEI programs can have an important place. They should not be abolished or undermined — as red states such as Florida and Texas have done, by forbidding the use of state funds for DEI in public universities. Reshaping universities via such a heavy-handed use of state power could set a dangerous precedent for academic freedom more generally.

And yet as a specific policy, DEI statements advance their declared objectives at too high a cost. In fact, they stoke what Mr. Kennedy, a self-described “scholar on the left,” who formerly served as a law clerk for Justice Thurgood Marshall, called “intense and growing resentment” among academics. Not surprisingly, 90 percent of self-described conservative faculty view the statements as political litmus tests, but so do more than 50 percent of moderates and even one-quarter of liberals, according to a survey by the Foundation for Individual Rights and Expression, a nonpartisan watchdog group specializing in campus free speech issues.

Because the criteria for acceptable DEI statements are often vague, jobseekers must do the work of anticipating the ideological and political preferences of university administrators and faculty, who are disproportionately left-leaning . The MIT Communication Lab, for instance, explained that a diversity statement is an “opportunity to show that you care about the inclusion of many forms of identity in academia and in your field, including but not limited to gender, race/ethnicity, age, nationality, sexual orientation, religion, and ability status” and notes “it may be appropriate to acknowledge aspects of your own marginalized identity and/or your own privilege.” Harvard University’s Bok Center for Teaching and Learning included a list of guiding questions including, “Do you seek to identify and mitigate how inequitable and colonial social systems are reinforced in the academy by attending to and adjusting the power dynamics in your courses?”

Yet jobseekers who disagree with the ideological premises of such inquiries have an overwhelming incentive to suppress their true beliefs, or pretend to have the “right” ones, lest they be eliminated from consideration. It’s a dilemma, especially given the high stakes: As the University of California at Davis’s vice chancellor for DEI explained, “In these searches, it is the candidate’s diversity statement that is considered first; only those who submit persuasive and inspiring statements can advance for complete consideration.” In one faculty search at University of California at Berkeley, around 75 percent of applicants were screened out of consideration — irrespective of criteria such as teaching ability and research skills. Small wonder that many applicants engage in what Daniel Sargent, a history professor at UC Berkeley, calls “ performative dishonesty .”

The last thing academia — or the country — needs is another incentive for people to be insincere or dishonest. The very purpose of the university is to encourage a free exchange of ideas, seek the truth wherever it may lead, and to elevate intellectual curiosity and openness among both faculty and students. Whatever their original intent, the use of DEI statements has too often resulted in self-censorship and ideological policing. Fundamentally reconsidering them could actually strengthen DEI, by placing it on a more sustainable basis — intellectually and politically. MIT is one of the first to tackle the issue; here’s hoping it won’t be the last.

The Post’s View | About the Editorial Board

Editorials represent the views of The Post as an institution, as determined through discussion among members of the Editorial Board , based in the Opinions section and separate from the newsroom.

Members of the Editorial Board: Opinion Editor David Shipley , Deputy Opinion Editor Charles Lane and Deputy Opinion Editor Stephen Stromberg , as well as writers Mary Duenwald, Shadi Hamid , David E. Hoffman , James Hohmann , Heather Long , Mili Mitra , Eduardo Porter , Keith B. Richburg and Molly Roberts .

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You Need New Skills to Make a Career Pivot. Here’s How to Find the Time to Build Them.

  • Elizabeth Grace Saunders

research skills for copywriter

Even when you have a full-time job.

With any significant change in your career comes the need for new skills. But that’s even more true when you want a radical career change. In these situations, it’s going to take more than listening to a few webinars to build the knowledge you need get to where you want to go. You must set aside a significant amount of time for self-directed learning, formal training, or even a second job to gain the skills for the big leap.

There are a few strategies to be effective for consistently making time for acquiring new career skills. First, accept the time commitment; you may need to scale back on nonessential activities. Second, research what’s required for your new field, whether it’s formal licensing, independent working, or side hustle work. Third, layer in learning onto activities you’re already doing throughout your day. Fourth, designate specific times you’ll dedicate to skill-building — and stick to it. Finally, modify your work schedule, if needed.

Sometimes you don’t just want a new job, you want a radical career change . Perhaps you’ve been in finance and now want to be an acupuncturist, you’re a marketer eager to lead a startup, or you’re an educator looking to shift into catering and event planning.

research skills for copywriter

  • ES Elizabeth Grace Saunders is a time management coach and the founder of Real Life E Time Coaching & Speaking . She is the author of How to Invest Your Time Like Money and Divine Time Management . Find out more at .

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Using ideas from game theory to improve the reliability of language models

Press contact :.

A digital illustration featuring two stylized figures engaged in a conversation over a tabletop board game.

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Imagine you and a friend are playing a game where your goal is to communicate secret messages to each other using only cryptic sentences. Your friend's job is to guess the secret message behind your sentences. Sometimes, you give clues directly, and other times, your friend has to guess the message by asking yes-or-no questions about the clues you've given. The challenge is that both of you want to make sure you're understanding each other correctly and agreeing on the secret message.

MIT Computer Science and Artificial Intelligence Laboratory (CSAIL) researchers have created a similar "game" to help improve how AI understands and generates text. It is known as a “consensus game” and it involves two parts of an AI system — one part tries to generate sentences (like giving clues), and the other part tries to understand and evaluate those sentences (like guessing the secret message).

The researchers discovered that by treating this interaction as a game, where both parts of the AI work together under specific rules to agree on the right message, they could significantly improve the AI's ability to give correct and coherent answers to questions. They tested this new game-like approach on a variety of tasks, such as reading comprehension, solving math problems, and carrying on conversations, and found that it helped the AI perform better across the board.

Traditionally, large language models answer one of two ways: generating answers directly from the model (generative querying) or using the model to score a set of predefined answers (discriminative querying), which can lead to differing and sometimes incompatible results. With the generative approach, "Who is the president of the United States?" might yield a straightforward answer like "Joe Biden." However, a discriminative query could incorrectly dispute this fact when evaluating the same answer, such as "Barack Obama."

So, how do we reconcile mutually incompatible scoring procedures to achieve coherent, efficient predictions? 

"Imagine a new way to help language models understand and generate text, like a game. We've developed a training-free, game-theoretic method that treats the whole process as a complex game of clues and signals, where a generator tries to send the right message to a discriminator using natural language. Instead of chess pieces, they're using words and sentences," says Athul Jacob, an MIT PhD student in electrical engineering and computer science and CSAIL affiliate. "Our way to navigate this game is finding the 'approximate equilibria,' leading to a new decoding algorithm called 'equilibrium ranking.' It's a pretty exciting demonstration of how bringing game-theoretic strategies into the mix can tackle some big challenges in making language models more reliable and consistent."

When tested across many tasks, like reading comprehension, commonsense reasoning, math problem-solving, and dialogue, the team's algorithm consistently improved how well these models performed. Using the ER algorithm with the LLaMA-7B model even outshone the results from much larger models. "Given that they are already competitive, that people have been working on it for a while, but the level of improvements we saw being able to outperform a model that's 10 times the size was a pleasant surprise," says Jacob. 

"Diplomacy," a strategic board game set in pre-World War I Europe, where players negotiate alliances, betray friends, and conquer territories without the use of dice — relying purely on skill, strategy, and interpersonal manipulation — recently had a second coming. In November 2022, computer scientists, including Jacob, developed “Cicero,” an AI agent that achieves human-level capabilities in the mixed-motive seven-player game, which requires the same aforementioned skills, but with natural language. The math behind this partially inspired the Consensus Game. 

While the history of AI agents long predates when OpenAI's software entered the chat in November 2022, it's well documented that they can still cosplay as your well-meaning, yet pathological friend. 

The consensus game system reaches equilibrium as an agreement, ensuring accuracy and fidelity to the model's original insights. To achieve this, the method iteratively adjusts the interactions between the generative and discriminative components until they reach a consensus on an answer that accurately reflects reality and aligns with their initial beliefs. This approach effectively bridges the gap between the two querying methods. 

In practice, implementing the consensus game approach to language model querying, especially for question-answering tasks, does involve significant computational challenges. For example, when using datasets like MMLU, which have thousands of questions and multiple-choice answers, the model must apply the mechanism to each query. Then, it must reach a consensus between the generative and discriminative components for every question and its possible answers. 

The system did struggle with a grade school right of passage: math word problems. It couldn't generate wrong answers, which is a critical component of understanding the process of coming up with the right one. 

“The last few years have seen really impressive progress in both strategic decision-making and language generation from AI systems, but we’re just starting to figure out how to put the two together. Equilibrium ranking is a first step in this direction, but I think there’s a lot we’ll be able to do to scale this up to more complex problems,” says Jacob.   

An avenue of future work involves enhancing the base model by integrating the outputs of the current method. This is particularly promising since it can yield more factual and consistent answers across various tasks, including factuality and open-ended generation. The potential for such a method to significantly improve the base model's performance is high, which could result in more reliable and factual outputs from ChatGPT and similar language models that people use daily. 

"Even though modern language models, such as ChatGPT and Gemini, have led to solving various tasks through chat interfaces, the statistical decoding process that generates a response from such models has remained unchanged for decades," says Google Research Scientist Ahmad Beirami, who was not involved in the work. "The proposal by the MIT researchers is an innovative game-theoretic framework for decoding from language models through solving the equilibrium of a consensus game. The significant performance gains reported in the research paper are promising, opening the door to a potential paradigm shift in language model decoding that may fuel a flurry of new applications."

Jacob wrote the paper with MIT-IBM Watson Lab researcher Yikang Shen and MIT Department of Electrical Engineering and Computer Science assistant professors Gabriele Farina and Jacob Andreas, who is also a CSAIL member. They presented their work at the International Conference on Learning Representations (ICLR) earlier this month, where it was highlighted as a "spotlight paper." The research also received a “best paper award” at the NeurIPS R0-FoMo Workshop in December 2023.

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Press mentions, quanta magazine.

MIT researchers have developed a new procedure that uses game theory to improve the accuracy and consistency of large language models (LLMs), reports Steve Nadis for Quanta Magazine . “The new work, which uses games to improve AI, stands in contrast to past approaches, which measured an AI program’s success via its mastery of games,” explains Nadis. 

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    5. Write your draft. Be the first to add your personal experience. 6. Revise and edit. 7. Here's what else to consider. Copywriting is not just about writing catchy headlines and persuasive ...

  7. 14 Copywriting Skills To Be An Effective Writer

    Stay open to new ideas and adapt your content to fit different requirements. Being flexible can often be an important copywriting skill for a client. A skilled copywriter will adjust the content's tone of voice to appeal to target audiences. 8. Demonstrate creativity in your writing.

  8. Copywriting Skills: Definition and Examples

    Research skills Strong research skills are a must for any copywriter, especially when it comes to more complex types of writing projects like white papers or technical guides. Additionally, there is always a level of research involved when copywriters create new advertising or marketing materials. For instance, copywriters who create ...

  9. 4 Copywriting Skills You Need to Succeed (Infographic)

    1. Researching and Interviewing. Excellent research skills are essential to effective copywriting for 2 main reasons. In the first place, research gives writers a better understanding of the subject they're covering: the industry's opportunities and challenges, as well as customers' needs and problems. In the second place, it helps them ...

  10. How to Improve Your Research Skills as a Copywriter

    5 Apply your research. The final step to improve your research skills is to apply your research to your copy in order to support your main goal, address the target audience, and persuade readers ...

  11. 13 copywriting skills your writer needs to have

    providing a bulleted summary at the beginning of a long-form blog. developing an extended metaphor to explain a concept throughout a piece of writing. Each of these improve the user's experience when reading your copy by doing one (or more) of the following: making the user's life easier. delighting the user.

  12. 5 Highly Effective Copywriting Research Strategies Copywriters Use

    Copywriting Research Strategy #2: Put In The Hours, But Not Too Many. Copywriting Research Strategy #3: Make A PDPF Document About The Competition. Copywriting Research Strategy #4: Be Sentimental About The Mundane. Copywriting Research Strategy #5: Look For Specifics And Use Them. Knowledge Is The Ultimate Equalizer.

  13. Copywriting: Everything about and 11 techniques to craft the perfect copy!

    Research skills, including knowledge of reputable sources. Familiarity with your field or industry, whether it be financial, technology, health-related, or other. ... If you are thinking about becoming a copywriter, below we list some skills that you should have or improve. Stimulate your creativity. To become a copywriter, ...

  14. How to Improve Your Research Skills as a Copywriter

    Analyze your information. 5. Update your information. Be the first to add your personal experience. 6. Here's what else to consider. Copywriting is a skill that requires not only creativity and ...

  15. Copywriting Skills: Master the Art of Crafting Clickworthy Content

    Copywriting is like being a detective - you need excellent research skills to uncover the hidden gems that will make your content stand out. Excellent research skills. Having exceptional proficiency in conducting thorough and insightful research is a vital skill for copywriters. This enables them to obtain accurate information that adds ...

  16. 7 Copywriter Fundamentals Skills for a Successful Career Journey

    Having copywriter skills will help you become a better digital marketer, content producer, CEO, designer, researcher, video editor, and more. Copywriters are needed by a wide range of sectors. Thus, their services are always in demand. Copywriting is a fascinating profession with rewarding freelance employment alternatives and significant income potential. You must be able to … 7 Copywriter ...

  17. Copywriting Research

    A good copywriter can write effective copy for an industry they are familiar with. A great copywriter can write killer copy for a previously unknown industry. This is made possible by research and it separates the good from the great (although specialization is still definitely advised to avoid becoming a jack-of-all trades).

  18. Copywriting Skills: Essential Principles

    Great writers with outstanding copywriting skills will persuade readers to click, provide their information or purchase. ... To develop your analytical skills, you need to see them as a whole consisting of various other skills. Research Skills. As a copywriter, you will have to write about a plethora of topics. To do so, you might need a ...

  19. How To Hone Your Talent For Writing Into A Successful Copywriting Career

    Research, outlining, and honing writing skills is just the beginning. A skilled copywriter must know how to influence an audience with a call to action, and this takes knowledge of advertising and ...

  20. The 9 Traits of Highly Effective Copywriters

    3) Thirsty to Learn, but Knows When She Is Quenched. A copywriter can conduct research and interviews, but without an innate thirst for knowledge, her efforts are unsustainable. Chances are, though, that by already working as a copywriter and reading articles about the qualities of an exceptional one, the desire to learn exists.

  21. Copywriting skills: Definitions and examples

    For written content to be credible and accurate, copywriters need to have strong research skills. Research skills enable you to find and cite information from reputable and expert sources like research journals from universities. This is especially important when writing white papers or technical content.

  22. 5 Highest Paying Skills For Project Managers In 2024, From Research

    This skill is more relatable to product managers, and provides a 14% uptake in salary. 4. Risk Management/Risk Control. With all the changes that are occurring to disrupt industries in 2024, it's ...

  23. As schools reconsider cursive, research homes in on handwriting's brain

    "Handwriting is probably among the most complex motor skills that the brain is capable of," says Marieke Longcamp, a cognitive neuroscientist at Aix-Marseille Université.. Gripping a pen nimbly ...

  24. Ageism research helped prepare these social work grads for the

    Ageism research helped prepare these social work grads for the workforce. While working on their master's degrees in social work at George Mason University, College of Public Health alumni Kendall Barrett, Madeline Holden, and Harveen Pantleay took part in field research on ageism in health care and are now using those skills in their careers.

  25. How to Improve Your Research Skills for Copywriting

    To improve your research skills for writing more compelling copy, -Start by exploring a range of reliable sources like books, articles, and reputable websites. -Utilize online tools and databases ...

  26. Opinion

    For teaching positions across the country, candidates must increasingly submit diversity statements as a condition for hiring. Too often, this has led to self-censorship and ideological policing.

  27. You Need New Skills to Make a Career Pivot. Here's How to Find the Time

    First, accept the time commitment; you may need to scale back on nonessential activities. Second, research what's required for your new field, whether it's formal licensing, independent ...

  28. Supporting healthcare professionals from ethnic minority backgrounds to

    The learning (level 2) and behaviour (level 3) from this programme is evidence that participants agreed with the importance of developing leadership skills and a sense of self alongside developing the skills required to conduct research. Moreover, it also demonstrates the potential of the programme to be successful in increasing diversity in ...

  29. A Study on The Relationship Between Students' Listening Skills and

    The intent of this systematically reviewed literature was to assess the connection between students' listening skills and their academic achievements.

  30. Using ideas from game theory to improve the reliability of language

    MIT researchers' "consensus game" is a game-theoretic approach for language model decoding. The equilibrium-ranking algorithm harmonizes generative and discriminative querying to enhance prediction accuracy across various tasks, outperforming larger models and demonstrating the potential of game theory in improving language model consistency and truthfulness.