After years of struggling, sacrificing, and slaving away, you’ve finally grown your business to a reputable position.

Congratulations—that’s an incredible feat. Especially since most businesses go the way of the dinosaurs in only a few years after opening. In other words, they go extinct just as quickly as they spring into existence. But not you. You’re the unique and rare exception who’s learned, studied, and put in the groundwork.

And now, you’re ready to expand…

As a result, you’re looking to add some new talent to the team—namely, a copywriter you can outsource your marketing writing to. But that brings a question to your mind: What makes a good copywriter?

Keep reading to find out.

1. Understanding Of The Psychology Of Persuasion

A skilled copywriter is more than a wordsmith.

They are a persuasive communicator, a driver of action, and a student of rhetoric. When determining what makes a good copywriter, we have to look beyond the words. It’s not so much about what is said as it is about what is communicated. That’s where the magic is—in the subtext of the communication.

So, when you’re comparing copywriting portfolios, be on the lookout for:

• The use of psychological triggers and sales tactics
• An understanding of effective communication
• A mind’s eye for persuasive strategy

They must touch on the time-honored principles of psychology and persuasion.

This kind of specialized understanding is what makes a good copywriter so effective when it comes time to launch a promo or a campaign. It can be helpful to have a list of questions handy that will reveal this understanding (or lack thereof) during a discovery call.

2. A Portfolio Of Digital Media Samples

Every copywriter should have a portfolio of professional samples.

And your initial inquiry or inspection should be to find and dissect their work. After all, if you’re going to invest in a copywriter, you want to ensure they know what they’re doing to protect your ROI. But what should you look for in a copywriter’s portfolio?

Here are a few green flags to keep in mind:

• A breadth of experience with various types of copywriting samples
• An understanding of brand tone, voice, and phraseology
• Client testimonials that support the portfolio samples
• Strong and versatile writing skills
• Knowledge of marketing strategy and audience awareness
• Clean layout with a professional presentation
• Clear descriptions that explain the project goals, strategy, and (ideally) results

Never, never, never, never hire someone without a portfolio that proves their competence.

The only exception to this rule would be (maybe) if you’re aware they’re just getting started in their career and you already know, like, and trust them. Under those circumstances, if you’d like to give them a shot, fine. We all gotta start somewhere.

3. Storytelling Abilities

You want your copywriter to be holistic…

Experience in product launch ad campaigns, understanding the psychology of persuasion, a command of the English language, etc.

These are all important traits for what makes a good copywriter. However, there’s one simple skill that, without it, will severely compromise every campaign, launch, or promo you execute more than almost anything else… And that’s storytelling. Persuasive communication in story form is the ultimate language.

Stories wield emotional, psychological, and persuasive power.

And in the age of the AI, where content has become so robotic and commoditized, storytelling has now become the great differentiator. It’s your edge. It’s your originality. It’s your fingerprint. Here’s the thing: Your competition may offer the same products and services as you, but they don’t—and can never—possess the same stories as you.

Your stories (personal and professional, monumental and mundane) are the magnet that will attract your ideal customers.

4. Research Skills

When it comes to copywriting success, the game is won in research.

So, when asking yourself: What makes a good copywriter? Strong research abilities are what separate the wheat from the chaff. A skilled copywriter is more than someone who punches words into a keyboard. They are a researcher, a product analyst, and a marketing scientist wrapped into a single advertising, revenue-generating weapon.

Here are a few meaningful ways this attribute will contribute to your business:

• A deeper and more thorough understanding of your target market
• Accurate, on-brand messaging that connects and influences
• Stronger engagement via more clicks, conversions, and sales
• Improved overall brand experience, which builds more trust and credibility

In short, research is an imperative skill when it comes to finding a proficient copywriter.

The quality of research is a make-or-break factor in any marketing/advertising campaign. As a result, this skill is non-negotiable regarding what makes a good copywriter.

5. Strong Grasp Of Marketing Strategy

Here’s the thing—copywriting is one branch of the marketing tree.

And while it is a skill and profession in and of itself, having an understanding of where and how it fits into the bigger marketing picture is crucial. For this reason, your potential copywriter should be familiar with basic marketing concepts and principles, such as:

• The customer journey
• Funnel strategies
• Points of differentiation
• Product positioning, etc.

A copywriter who also understands marketing will be far more effective than one who writes in isolation, unaware of how their work contributes to a project.

Final Thoughts On What Makes A Good Copywriter

When it comes to what makes a good copywriter, what you’re looking for is someone who respects the craft.

A great copywriter is more than just a writer. They are a master of persuasion, a skilled marketer, and a student of psychology. These attributes are the defining characteristics that separate the good from the great in this incredible craft. A skilled copywriter will hone your messaging. Strengthen your launches. And lead to more sales and revenue.

The best part? If you need guidance, I can help. Contact me today if you are looking to tighten up your messaging with compelling copy that actually converts.