To be a successful copywriter, you need to know what’s happening in and out of the marketing industry. This will help you draw ideas and inspiration to create successful copy for your next ad campaign.

One of the fundamentals that make up an accomplished copywriter is knowing, wanting to know and being curious about what you don’t know — always remain hungry for knowledge!

Exciting work, right? Here, media update’s Nakedi Phala reveals what it takes to make it in this role.

In order to excel as a copywriter, you have to:

1. Discover your voice

When creating copy for an advert, you need to know the brand in order to understand its personality. Once you have a grasp of what the agency is all about, it’s easier to create ad content that resonates with their voice and image.

Creating your own unique writing style is something that will differentiate you from the rest and it’s what makes your content appeal to audiences.

For example, if you create copy for a TV ad, you need to structure it in a way that fits the people who’ll be performing the script. The copy has to be clear so that the audience understands what you are trying to get across.

In creating content, be yourself and write the way you’d think and speak. Don’t deny the world your unique self. Think of it as performing art through words.

2. Understand the business landscape

Brands are different, although some have a similar purpose. As a copywriter, you need to approach every agency differently. With each new project, take your time and be sure to conduct research around it.

Understand what the brand stands for, its historic traits and its purpose. Armed with this information, you’ll be able to create a copy that really tells and sells their story.

For example, if you’re writing for a beverage brand, start by checking out its competitor’s ads. Look at how they behave and how they have been telling their brand stories. Identify what these agencies are doing well, and where you think they could improve. Then, use that information to your advantage.

The advertising industry is highly competitive, which is why it’s important for a copywriter to always check out what competitors are up to in order to stay ahead of the curve.

3. Avoid spelling blunders

Imagine you’ve created some incredible copy for an ad, and it has just gone live. You suddenly notice a spelling error … Disastrous, no? This is exactly why you need to befriend a cool chap by the name of the ‘dictionary’.

In a situation whereby you don’t have a copy editor on hand and you have to do your own editing, a dictionary can be your saviour. Here are some editor’s notes that you should consider to help you avoid any spelling and grammatical blunders in your work:
  • Edit the structure of the copy (skim through it).
  • Reword the text where it needs to be reworded in order for it to make sense.
  • Proofread, proofread and proofread some more.
  • Scan through it one last time before finalising to ensure that your copy is error-free.
Making it a habit to go through your copy — whether there’s an editor or not — can save you putting the brand through any embarrassment and damaging your own reputation.

What do you think are the most important elements that make up a great copywriter? Let us know the comments section below.

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Copywriting forms an essential part of advertising. Check out The state of digital advertising to learn more.