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What Makes Copywriting Great?

Many people think that being a great copywriter means writing winning phrases and using big words. But that couldn’t be further from the truth. In fact, copywriting is one of the most challenging and rewarding professions out there. If you think that you have what it takes to become a master copywriter, keep reading. Here are some of the things that you need to learn and understand.

1. Style is EVERYTHING.

Believe it or not, your writing will be judged on its style, and not its content. This is especially true in the SEO world. In fact, Google evaluates your writing based on many different factors, including your use of keywords, word choice, and the overall structure of your articles. This is why the earlier you start building your style library, the better. You won’t be able to effectively communicate your ideas if you don’t know how to properly express yourself through writing. If you want to be a great copywriter, you need to learn how to write in different styles and how to determine what is the best fit for your project. This will help you become more adaptable and increase the chances of you writing effective content for different industries. But don’t worry, you don’t have to be an expert in every style. You just need to be able to identify the key factors that make each style unique and effective.

2. Research is EVERYTHING.

Your job as a copywriter is to research and understand your audience. This is why you need to do extensive keyword research before you even start writing. You should also read as much as possible and take notes on what you’ve read. Not only will this allow you to properly incorporate what you’ve learned into your writing, but it will also increase your chances of coming up with original ideas on your own. Thinking creatively is one of the most important skills a copywriter can have. Being able to come up with new ideas and approaches to problems is what makes your work so valuable. However, this comes with its own set of challenges. If you want to be a great copywriter, you need to ensure that you are always up to date with the latest news and trends. This will allow you to effectively communicate with your audience even when the topic is not directly related to your industry.

3. Read A LOT.

As mentioned above, research is extremely important. One of the best ways to learn is through reading. However, not all reading is created equal. There is a specific type of reading that will immensely help you as a copywriter. This type of reading is called the reference or research library. A research library is a collection of books or articles that you can use to support your case. For example, if you are writing a sports article and you need to prove that certain athletes are more effective in certain situations than others, you could look into this topic in more detail by reading reputable books and articles about it. Not only will this help you make your point more effectively, but it will also give you more confidence when pitching the idea to your boss or a hiring manager. The more confidence you have in your idea, the more likely it is to be accepted and the better your chance of success.


The best way to learn how to write is through writing examples. This is why, as a copywriter, you will always have a large portion of your work cut out for you. You will be converting information into engaging content that can be used to help your audience understand and/or apply the concept you are trying to teach. One of the best things about having a research library is that you will always have plenty of examples to choose from. If you want to learn how to write in a particular style, you can check out the specific examples that use that style and begin to incorporate it into your own work. This will help you improve your writing and ensure that it is always effective and never has a dull moment. If you want to be a great copywriter, you need to be able to make information accessible to the average reader. Make sure that your articles and web content are easy to understand and accessible.

5. Know WHEN to PUNCUE a joke.

Most people think that a joke should be used at the end of a piece, or possibly in the last line or two. This couldn’t be further from the truth. The best place for a joke is when you are actively trying to make a serious point. This is why you should always keep your jokes light and entertaining. Your readers will appreciate your humor when you use it effectively, and it will make your content that little bit more entertaining. Even if your entire audience is not entertainers like yourself, you will still want to keep some form of humor in your writing. If you want to be a great copywriter, you need to be able to find the humor in even the most seemingly serious situations.

6. Practice.

Being creative and having original ideas are important, but so is being able to express them effectively. This is where practice comes in. As a copywriter, you will constantly be pitching ideas to clients or potential clients or even other writers. You will need to be able to pitch your ideas effectively and confidently. To do this, you will need to practice pitching different ideas and seeing how each one is received. This will help you find your strongest pitches and can even tell you which ones you should be developing further and which ones you should just let go. Being able to find the “right” words to use in your pitches is not enough. You will also need to be able to effectively communicate your ideas in written form. This is why practicing handwriting and delivering speeches is so important. Being a great copywriter means being able to write in any situation and be able to effectively communicate your ideas to others. So, how do you write a great pitch? Start by brainstorming different ideas that you can pitch to potential clients. Use these ideas to practice writing different styles and developing your skill.


Being able to pull relevant information out of seemingly nowhere is one of the things that make some copywriters extraordinary. This is especially important in a world full of constant change and evolving technologies. You will be doing a lot of your research online, but you can never be too careful. You never know when the information you are looking for might disappear from the internet. When this happens, you will be in a bit of a pickle. The solution is to do as much research as you can and make sure that the information you need is still available and accessible. The more you know, the more you can apply to your own work. Always keep your eyes open for new information and new sources that can help you out.


This point goes hand in hand with the previous one. Knowing your audience is incredibly important and can make or break your entire career. When you write for different audiences, you will have to adapt your writing to suit their needs. For example, if you are writing for an SEO specialist, you will need to incorporate keywords and phrases into your content, but you will also need to make sure that your writing is easy to understand. An SEO specialist may not always need an entire dissertation to understand how an algorithm works, but they may need some extra information scattered here and there. Knowing your audience will help you choose the right style for your work and allow you to incorporate examples from your own research library.


If you want to be a great copywriter, you need to be able to come up with new ideas and approaches to problems. Being able to come up with solutions to problems is a major part of the job. This is why brainstorming with a group of colleagues is such an invaluable skill. You will be able to come up with new ideas, approaches, and solutions to problems that you have never even encountered before. Being able to do this will greatly increase your overall effectiveness and allow you to create extraordinary content that is totally unique to your industry.

All of this might seem fairly overwhelming, but it’s all worth it in the end. As a copywriter, you will have the opportunity to write content that will make a difference and will be remembered for a long time. You can also look forward to a fulfilling and interesting career that will allow you to constantly learn and grow.