Do you need to be in a field to write copy for clients? Even if you are starting or writing copy for your own company, the answer may surprise you.
What This Copywriting Genius Has to Say About the Characteristics of a Copywriter
Eugene Schwartz, author of “Breakthrough Advertising” once said, “The four most important characteristics of a copywriter are (1) indefatigability, (2) clarity, (3) craziness, and (4) humility.” Meaning, you must have the focus and creativity to write for the reader's desires.
Notice he didn't say anything about previous experience in an industry, field, or selling a particular product to write about it. This is because …
You don't necessarily need to specialize in selling the specific service, which is the subject of your writing. That's because writing excellent copy starts with research. Your client can provide the expertise necessary to understand the specific desires of your audience.
This One Skill That Overcomes A Lack of Industry Experience
If you have strong interview skills, you can often get the information you need to write compelling copy. Be willing to interview the client, their salespeople, and even customers. It also means reviewing publications, reports, and materials your target audience reads.
Start by making lists of the benefits a client's solution offers, their audience wants, and what is currently selling the offer. Not all clients expect these interviews, so be sure to convey the value of proper research for writing compelling copy.
The Kind of Research That Reads the Mind of Buyers to Write Compelling Copy
Build these lists both for this project and future projects in that industry. Extract from the minds of their experts what is necessary to move a reader to action. You don't need to be an expert when you have strong interview skills.
You'll discover similarities between what you are presenting and other things you may have sold in the past. A good, however, it all starts with preparing the client for a series of interviews, compiling these details, and being willing to do your homework.
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