What it takes to be a good copywriter?
I have asked this question myself several times. But I haven’t yet got a definite answer. One of the obvious factors that differentiates good copywriters from their amateur counterparts is experience.
However, there’s one common trait that I have observed in highly experienced and the younger copywriters alike — a passion to connect with audience.
The history of copywriting can be traced back to the Babylonian times when people used persuasive language to promote religious books. As a profession, copywriting stood the test of time.
Ever wondered why?
Because copywriting is essentially an art of persuasion. It directly appeals to people’s basic emotions to better their lives. And the desire for a better life stays as long as humans exist. The mediums and formats have changed, but the purpose of copywriting remained same — to persuade people.
Good copywriters appeal to our emotions.
How do they do it?
They centre their content around the benefits a product could bring to our lives.
Consider the example of a smartphone with a high-performing camera. When you only focus on the technical aspects of its camera, your audience forgets it easily. But if you tell people how the camera helps them capture each moment of life with excellent clarity, they will be persuaded.
Good copywriters are well-aware of this fact and they first tell us how a product or service can transform our lives, evoking our emotions. This is how they make a connection with us.
As a copywriter, you should essentially create and drive your content to build a connection with readers. When you establish a connection, it will be easier to persuade your audience.
