So, what’s the most important thing to look for in a copywriter?
In my opinion, looking for business acumen (a combination of experience and marketing savvy), will help you quickly whittle down the field. Remember, copywriting is salesmanship. Copywriting is prose or poetry with a specific purpose. The sale is made not just with the words, but with the power of the ideas behind them. The mark of an exceptional copywriter isn’t the ability to digest and regurgitate, though superior listening skills are invaluable. The results-oriented copywriter is distinguished by his or her ability to structure the sale in a way that hits home with targets. In my opinion, this doesn’t mean sacrificing great jaw-dropping, brand-building creative. It means holding the executions to an even higher strategic standard.
