Copywriter Skills

Learn about the skills that will be most essential for Copywriters in 2024.

Getting Started as a Copywriter

  • What is a Copywriter
  • How To Become
  • Certifications
  • Tools & Software
  • LinkedIn Guide
  • Interview Questions
  • Work-Life Balance
  • Professional Goals
  • Resume Examples
  • Cover Letter Examples

What Skills Does a Copywriter Need?

Find the important skills for any job.

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Types of Skills for Copywriters

Creative writing and storytelling, marketing and brand awareness, seo and digital content strategy, research and analytical skills, adaptability and continuous learning, communication and collaboration, top hard skills for copywriters.

Crafting compelling content through SEO, persuasive storytelling, and data analysis to drive engagement and conversions across various digital platforms.

  • SEO and Keyword Research
  • Content Management Systems (CMS)

Conversion Rate Optimization (CRO)

  • Copywriting for Different Formats (e.g., email, web, social media)
  • Data-Driven Content Analysis
  • Understanding of Consumer Psychology and Persuasion Techniques

Brand Storytelling and Voice Consistency

  • Technical Writing and Documentation
  • Editing and Proofreading
  • HTML/CSS Basics for Web Content Formatting

Top Soft Skills for Copywriters

Harnessing creativity, empathy, and critical thinking to craft compelling narratives that resonate with audiences and meet strategic objectives.

  • Creativity and Conceptual Thinking
  • Empathy and Audience Awareness
  • Adaptability and Flexibility
  • Excellent Communication Skills

Collaboration and Teamwork

  • Time Management and Deadlines Adherence
  • Attention to Detail
  • Problem-Solving and Critical Thinking
  • Storytelling Ability
  • Continuous Learning and Curiosity

Most Important Copywriter Skills in 2024

Seo and content optimization, adaptability to new content formats, understanding of content management systems (cms), cultural sensitivity and inclusivity.

research skills for copywriter

Show the Right Skills in Every Application

Copywriter skills by experience level, important skills for entry-level copywriters, important skills for mid-level copywriters, important skills for senior copywriters, most underrated skills for copywriters, 1. psychological insight, 2. research proficiency, 3. seo savviness, how to demonstrate your skills as a copywriter in 2024, how you can upskill as a copywriter.

  • Master SEO and Analytics: Deepen your understanding of search engine optimization and analytics to create content that not only captivates but also performs well in search engine rankings. Tools like Google Analytics and SEMrush should become part of your toolkit.
  • Explore Interactive Content: Learn how to craft interactive content such as quizzes, polls, and interactive infographics that can increase user engagement and provide valuable data on consumer behavior.
  • Embrace Content Personalization: Develop skills in creating personalized content strategies that cater to individual user preferences, leveraging AI and data insights to tailor your messaging.
  • Enhance Storytelling Techniques: Refine your storytelling skills with workshops or courses in narrative construction to create compelling and memorable content that connects with audiences on an emotional level.
  • Expand Your Multimedia Skillset: Gain proficiency in video and audio content creation, as these mediums continue to dominate user engagement. Understanding the basics of video editing and podcast scripting can set you apart.
  • Stay Current with Industry Trends: Regularly read industry blogs, subscribe to Copywriting newsletters, and join webinars to stay informed about the latest content marketing strategies and consumer trends.
  • Practice Writing Across Different Formats: Challenge yourself by writing for a variety of formats, such as email marketing campaigns, social media posts, white papers, and e-books to diversify your skills and adaptability.
  • Network with Other Professionals: Join Copywriting and content marketing communities, attend virtual meetups, and participate in forums to exchange ideas, receive feedback, and build professional relationships.
  • Invest in AI-Assisted Writing Tools: Familiarize yourself with AI writing assistants and content generation tools to streamline your workflow and enhance creativity, while also understanding the ethical considerations and limitations of AI in Copywriting.
  • Focus on Conversion Rate Optimization (CRO): Learn the principles of CRO to craft copy that not only attracts but also converts readers into customers, understanding the psychology behind user actions.

Skill FAQs for Copywriters

What are the emerging skills for copywriters today, how can copywriters effectivley develop their soft skills, how important is technical expertise for copywriters.

Copywriter Education

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More Skills for Related Roles

Shaping narratives and engaging audiences through compelling, creative content

Shaping brand narratives, driving engagement through compelling digital content

Shaping compelling narratives, driving engagement through strategic content creation

Crafting compelling narratives, engaging audiences with powerful words and ideas

Shaping narratives, refining content to captivate audiences and uphold brand voice

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How to Research for Copywriting: 6 Tips and Strategies

Good research can make or break your content. Here’s how to do it effectively, and what common pitfalls to avoid as a copywriter.

research skills for copywriter

One of the keys to success in copywriting is solid research.

Ask veteran copywriters about the role of research—and they’ll tell you that it’s one of the top skills to have in your professional toolbox.

More often than not, it’s not enough to rely on your knowledge and experience on a topic. You need to get the facts straight, cite the correct figures, and understand the consensus among experts in the industry.

This blog post will show you how to do effective research for copywriting to create content guided by emerging trends and informed by the most recent research in any industry.

1. Know Your Audience

The first and, arguably, most important step is to begin with a good understanding of who you’re creating content for.

Getting this part right will help you identify the type of information they need, where on the Internet to find it, and how best to present it to them.

Suppose your readers are young parents who work full-time in need of childcare providers in town. They will be looking for a different kind of information than policymakers interested in the relationship between the nutritional knowledge of childcare providers and childhood obesity.

I know this may sound obvious to some or even most of you, but it baffles me how often I see (otherwise well-written) content that ultimately fails to answer the questions its readers are asking.

So the next time you sit down to write a piece of content, ask yourself:

  • Who is the reader of this content?
  • What group of people do they belong to?
  • How familiar are they with the topic in question?
  • Are they looking for beginner’s, intermediate, or expert content?
  • What kind of opinions, facts, and/or data points are they expecting to see?

As soon as you’ve clarified this, proceed to the next step.

2. Understand What Questions They’re Asking

If you think you know what others are asking online about a topic, you’re probably wrong. The more knowledgeable you are on it, the more likely you will not guess the questions that beginners have (this is called “expert’s bias”).

Rather than guessing, use a search listening tool like  Answer the Public  (freemium) or  Answer Socrates  (free, at least for the time being).

Search listening tools collect the suggestions that come up on the autocomplete of search engines like Google, Bing, and DuckDuckGo—and give you the bird’s eye view of them.

It doesn’t sound like much, but autocomplete is a powerful and often underappreciated source of insight. Most copywriters are unaware that online platforms will suggest only the terms that enough people are searching for.

If a phrase is on autocomplete, this means that plenty of Internet users are searching for it. So tapping into this data is a sure-fire way to get the “real” frequently asked questions on any topic.

Here’s an example.

Say that you’ve been hired to write a long-form article titled “The Ultimate & Unofficial Chrysler 300 Owner’s Manual.”

You could probably write a several-thousand-word article without tapping into the insights from a search listening tool. But will you answer the questions that this car’s owners are actually asking?

I checked what questions people were asking about it. Some pretty specific ones, like “Are Chrysler 300 rear-wheel drive?”, “Can Chrysler 300 tow a boat?”, and “Can Chrysler 300 be flat-towed?” came up.

3. Don’t Underestimate Quora, Reddit, and YouTube

I’m going to be a little controversial and tell you not to underestimate Quora, Reddit, or YouTube as your primary research sources. They have a lot of people who have an interest or firsthand experience with nearly any topic imaginable.

When you’re looking to find out how others are solving a problem, check the threads on Quora or Reddit, and the instructional videos on YouTube. Nine times out of ten, you will be able to find a solution (or at least a few workarounds).

You should always double-check the facts that their users are citing, and these platforms definitely shouldn’t be your only source of information. However, when you’re researching copywriting, don’t gloss over them when they appear in Google’s search results.

4. Read Through the Academic Papers on the Topic

Google Scholar ,  Microsoft Academic Research , and  RefSeek  are three search engines for academic research that you can (and should) use to dig deep into any topic.

Three other good sources of articles are , the  Wiley Online Library , and  JSTOR .

The more you do this, the faster you’ll see that most academic papers follow roughly the same structure:

  • Abstract/summary
  • Introduction

The trick to making scientific literature work for you, according to academics, is to know how to read it properly.

“I start by reading the abstract,” Jesse Shanahan, a graduate student in astronomy at Wesleyan University,  tells   Scientific .

“Then, I skim the introduction and flip through the article to look at the figures. I try to identify the most prominent one or two figures, and I really make sure I understand what’s going on in them. Then, I read the conclusion/summary.”

Now here’s how a non-academic (like yours truly) does it.

When I’m reading scientific literature as part of my research for copywriting, I usually read through the abstract to determine if the paper is relevant to my topic in the first place.

Then, I skim through the introduction and the conclusion to get a sense of what the approach and key findings of the study in question are going to be. That helps me make sense of the details later on.

Next, I read each section carefully, taking notes (I’ll either print the article out or, if it’s too long, use Adobe Reader’s highlighter, making sure I don’t forget to save the document before closing it).

Last, I look at the references to see if any other papers that this one has cited can help me dig deeper into my topic.

5. Read Non-Fiction Books or Listen to Audiobooks

When creating a piece of content, most copywriters will skim through the top three to five results in Google and rewrite them in their voice.

If you do the same thing, you won’t like what I’m about to say, but that’s simply a lazy way of doing your research! And yes, that’s coming from someone who also did this when he was a copywriting newbie.

Trust me on this; no matter what topic you’ve been hired to write about, there are several well-written books or perfectly narrated audiobooks that no one else has taken the time to read or listen to.

The outcome?

Unless you do original research and read the works of experts on the topic, your work will be the same as everyone else’s, no matter how well you spin the words.

Original research isn’t limited to just literature.

6. Take Time to Do Original Research

If you want your content to stand apart and be helpful to your readers, you have to be willing to do what others are not—and that’s original research.

While mainly for bloggers, here’s a good video on the topic of original research by Jim Harmer and Ricky Kesler of Income School:

Writing an article on the best material for a fence?

Pick up the phone and call a few fence companies in your city or state, asking them for a comment that you can cite. Sure, not all of them will get back to you, but those that do will supply you with their expert advice and insight your readers are looking for.

Writing a review of the best email marketing apps for newbies?

Sign up for a trial on each of them, try them out for yourself, and write about your experience with their onboarding processes.

Were they intuitive and usable right out of the box, or did you keep having to refer to the documentation? Was the documentation good enough, or were you compelled to search for how-to posts or instructional YouTube videos on the topic?

If you want your copy to be original, you must go out into the field and do original research. Even when you’re not getting paid by the hour, dedicate some of your time to it (your readers will thank you, and your clients keep throwing work at you).

In Conclusion

To do effective research as a copywriter, it’s essential to know your audience.

The more you know about who they are and their needs, the better able you will be to write content relevant to them.

Keep in mind that people go online with questions they want answered; many of these questions can often be solved by reading articles or watching videos on how-to topics related to those problems.

Doing original research is also an option – but make sure it’s reliable! When in doubt, refer to the nonfiction books on your topic (or other trusted sources), and don’t forget to do your original research, so you have something new and helpful to share with your readers.

What tips or strategies do you have? Share them in the comments below!

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Skills for Copywriting: 10 Skills You Must Have to Succeed

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Hannah Yang

skills for copywriting

Anyone can become a copywriter, with or without a writing degree.

But just because anyone can become a copywriter doesn’t mean it’s easy to succeed as a copywriter. There are certain skills you need to master before you can write fantastic copy.

So, what are the most important skills you need for copywriting ?

Whether you’re just starting out in copywriting or are a seasoned pro, the tips in this article will help you ramp up your skill set and become more attractive to clients looking for content.

Quick Recap of Copywriting

10 skills you need to be a copywriter, conclusion on skills for copywriting.

Let’s start with a quick overview of what copywriting is.

Copywriting refers to writing for the purpose of advertising or marketing. In other words, it means crafting text that’s designed to promote a product or service.

The goal of copywriting is to persuade a target audience to take a specific action, such as buying a product or signing up for a newsletter. Good copywriting can help a business or organization communicate its value to potential buyers and stand out in a crowded marketplace.

Copywriters may work across a wide range of platforms, including company websites, social media sites, email, advertisements, and more.

At a high level, copywriting requires a strong understanding of the target audience, as well as an ability to write in a way that’s engaging, informative, and persuasive.

Now that we’ve covered the basics of copywriting, it’s time to talk about the most critical copywriting skills you need to do this job well.

Without further ado, here are ten crucial skills you need to become a successful copywriter.

1. Self-motivation

The vast majority of copywriters work from home and set their own schedules. Self-motivation may be the top skill that a freelance copywriter needs.

If you can’t motivate yourself to sit at the computer every day and pump out the content clients need, you won’t be in business very long.

There’s no such thing as writer’s block. You need to fill a blank screen with content, no matter how you’re feeling that day.

Self-motivation also helps you meet client deadlines, an essential habit for developing a stellar reputation. If you want clients to keep returning to you with new work, never miss a deadline.

10 skills needed to be a copywriter

2. Audience Understanding

The ability to empathize with your target audience is key. You’ll need to write in a way that will touch upon their deepest desires, fears, wants, and needs.

An in-depth and thorough understanding of your audience leads to click-throughs, opt-ins, and conversions—everything a copywriter should excel in.

In today’s content environment, understanding your audience means knowing what information readers want and making it easily and quickly available. Make sure you can address your target audience’s specific desires and pain points, so you can persuade them to act.

3. Creative Thinking

A good copywriter should be able to come up with creative and original ideas for marketing campaigns and messaging.

This is especially important in today’s competitive and crowded marketplace, where businesses and organizations are constantly looking for ways to stand out and differentiate themselves from their competitors.

You’ll need to think outside the box and come up with fresh and innovative approaches to advertising and marketing. This might involve coming up with new ideas for campaigns or finding unique ways to present information.

4. Attention to Detail

As a copywriter, it’s important to carefully proofread and edit your work to ensure it’s error-free.

Even small mistakes or inconsistencies can undermine the effectiveness of your message and damage the credibility of the business or organization you’re working for.

You’ll need to make sure your work is free of spelling and grammar errors, and that it’s consistent in terms of style and tone. You should also be mindful of other details, such as ensuring your materials are properly formatted and that all images are properly placed and sized.

Good attention to detail is essential for ensuring your copy is high-quality and effective in achieving your company’s goals.

5. Marketing Knowledge

A good copywriter should have a strong understanding of marketing and branding principles. You’ll also need an understanding of how to craft a message that’s aligned with the overall marketing campaign of the business or organization.

Digital marketing is just as important as traditional marketing.

Copywriting often involves working on a variety of materials, such as website content, social media posts, and advertisements. In all of these mediums, you’ll need to know how to craft a persuasive message that resonates with the audience and effectively communicates the value of the product or service being promoted.

6. Research Skills

Copywriting and content creation require understanding the product you’re advertising. You’ll need excellent research skills to complete each copywriting job.

Readers are inundated with information, and they’re tired of reading fluff pieces that exaggerate the facts or fail to include reliable information. They want solid, well-researched, informative articles that tell them something new.

You may find you’re spending twice as much time researching as you do writing. That’s okay. In fact, it’s great, especially if you’re likely to be writing for the same client or within the same industry in the future. If you don’t end up using everything you find during research, it may come in handy for content you’re writing down the road.

The key is to understand how to research intelligently. Be aware of your sources on the internet. And use long tail keywords when researching to see what people are saying about your topic.

7. Ability to Incorporate Feedback

Every copywriter gets feedback from colleagues, editors, clients, and more. Even freelance copywriters, who set their own schedules, collaborate closely with others.

If you want to succeed in this industry, you’ll need to know how to accept feedback, even if it hurts to hear.

If you’re creating content with rigid boundaries set by your client or organization, you’ll need to be able to take their feedback and incorporate it into your vision. If you have a little more flexibility, you can decide which pieces of feedback to listen to and which ones to set aside.

Learning how to take feedback is difficult at first, but it’s key to succeeding as a copywriter and collaborating with those around you.

Those who create the most compelling content have a passionate voice. It comes through in everything they write, infusing their choice of words with energy and enthusiasm that’s contagious.

It’s really hard to write about a product or service you’re not passionate about.

The best way to write copy is by getting so connected to your client’s product or service that you end up wanting to purchase it yourself. If you can convince yourself to care about the product, you’ll be able to convince your audience.

9. SEO Knowledge

SEO stands for search engine optimization, which is critical for blog writing, writing web pages, and more.

While you don’t need to be an SEO guru, you should have a pretty good understanding of basic SEO practices, like long tail keyword phrases, but no keyword stuffing.

For example, you should learn how to write relevant, concise, and targeted meta descriptions. Also, understand how headings, unique URLs, and subheadings work with SEO best practices.

You should also know how to research keywords and provide your clients with a list of suggestions for three- to four-word phrases that should be part of their content marketing strategies. Then, you should be able to use these phrases, so your content is highly informative, which gets better SEO results.

10. Writing Skills

Last, but certainly not least, you need great persuasive writing skills.

Gone are the days when writers could throw any SEO content on the page and get ranked. Only those who excel at creating easy-to-read content with compelling conclusions will succeed as a copywriter.

Copywriting involves crafting clear, concise, and compelling messages. You need to be able to write in a way that’s engaging and easy to understand.

Some specific writing skills you’ll need include the ability to make complex topics simple, write great transitions, and choose the best words that engage your readers.

While you needn’t be a grammar aficionado, you do need to create content free of grammar, punctuation, and spelling errors, amongst other technical gaffes.

This is where ProWritingAid will help you excel. Cultivate your voice by using ProWritingAid to create clear, consistent copy. Your content will end up polished and ready for any client to review.

Copywriting is an important field that’s drawing new talent every day. Writers who are highly skilled and able to crank out relevant and informative content will always be in demand.

If you can conquer the copywriting skills in this article, you’ll be well on your way to achieving a full stable of clients who value your work.

Good luck, and happy writing!

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Hannah Yang is a speculative fiction writer who writes about all things strange and surreal. Her work has appeared in Analog Science Fiction, Apex Magazine, The Dark, and elsewhere, and two of her stories have been finalists for the Locus Award. Her favorite hobbies include watercolor painting, playing guitar, and rock climbing. You can follow her work on, or subscribe to her newsletter for publication updates.

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How to Research for Copywriting Like a Pro: Uncover the Secrets to Crafting Compelling Copy

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Writing effective copy is essential for any business to succeed. To ensure your message resonates with the right audience, conducting research is critical. Research for copywriting is key. By researching your target audience, engaging in relevant forums and social media groups, and studying books related to your industry, you can create compelling content that speaks directly to them. Exploring why research is essential for crafting excellent copy, as well as methods to uncover what works best in every special case – that’s the subject of this blog post. So if you’re ready let’s dive into understanding the importance of research for copywriting.

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Table of Contents

Why Is Research Important In Copywriting?

Research is an important part of the copywriting process. Copywriting research allows writers to step into their prospects’ shoes, identify their problems, and craft persuasive messages that appeal to them. Without understanding your target audience’s needs and wants, it can be difficult to write compelling copy that resonates with readers.

Determining the characteristics of your target audience is key in crafting a message that resonates with them. Knowing who you’re writing for helps you tailor your message so it speaks directly to them. Consider factors like age range, gender identity, geographic location, income level or job title when narrowing down your demographic.

We’ll go over some research tips in the next section.

Identify Your Target Audience

Copywriting is an art form and a discipline that necessitates comprehending your intended audience in order to generate compelling material. Knowing who your target audience is, what they need and how they think will help you craft copy that resonates with them. Here are some tips for identifying your target audience:

Online discussion boards can be a great resource for gathering insights from individuals who have gone through the same experience as your target market. Ask questions about their needs, preferences, and challenges so you can better understand their perspective. You may even be able to find niche forums that answer anything related directly to the product or service you’re selling.

Research Your Audience

Copywriters need to do thorough research on their target audience in order to effectively communicate with them. Identifying the demographic, discerning their vernacular and recognizing their predicaments are all crucial for producing successful copywriting. To effectively research the target audience, one should consider their language, issues they face and who they are.

Participate in Forums For Market Research

Forums are a great way to research your target audience and gain insight into what is important to them. By participating in pertinent forums, you can gain a better understanding of the topics that matter to your niche and how they are discussed. By joining relevant forums, you can get an inside look at how other people think and talk about topics related to your industry or product. This will help you create copy that speaks directly to the needs of your target audience.

When researching forums for useful insights on copywriting topics, it’s important to look for active communities with engaged members who have been around for a while. By searching for active forums with involved participants who have been part of the discussion for a while, you can be sure that the dialogue is based on actual experience rather than conjecture or rumors. It also helps if the forum has specific categories dedicated to discussing copywriting so you can easily find conversations related to this topic without having to sift through irrelevant posts first.

Here’s a neat little trick to discover forums online. Use the search modifier: “forum: + niche”. This will reveal different forums in the niche.


Once you’ve pinpointed a few active forums related to copywriting, take some time perusing recent threads and digesting what others have said about certain topics or approaches they use when penning their own copy. Keep an eye out not only for which topics generate the most buzz but also which words are used frequently by readers – these could be key phrases or terms utilized by searchers online when looking for content similar to yours so using them in your work may help increase visibility and interaction levels from prospective customers too.

Finally, don’t forget that participating in discussions yourself can be just as beneficial as simply observing them from afar. By engaging with other members of the community you may even pick up new ideas or strategies for creating effective pieces of marketing material yourself. Just remember though; always stay professional when contributing comments online and respect any guidelines set out by moderators before posting anything publicly.

Forums can be a great source of info for copywriters, and often serve as the initial point to investigate topics. Social media groups provide an even more direct connection with potential customers, clients and colleagues who may have helpful insights into your chosen topic.

Key Takeaway:  Joining applicable discussion boards can give you a glimpse into the mentality and conversations of those in your field or associated with your product. Taking the time to research forums for useful insights on copywriting can give you valuable information that will help create copy tailored specifically towards the needs of your customers. Don’t forget that participating in discussions yourself may also bring up new ideas or strategies for creating effective pieces of marketing material too.

Join Social Media Groups

Gaining an understanding of your target audience can be facilitated through social media groups. Joining relevant Facebook and Instagram groups can provide you with invaluable insights into the behaviors, interests, and preferences of your potential customers.

You can start by searching for keywords related to your niche, copywriting project or industry on both platforms. Once you’ve located a group that appears to be pertinent, spend some time studying the interactions happening there before taking part. This will help you identify any trends or patterns in how people talk about their needs and challenges within that particular niche or industry.

Taking note of the type of content shared in these groups and who engages with them most frequently will give you a better understanding of what topics would be most captivating and advantageous for your target audience when crafting copywriting material. 

Participate in Discussions

It’s important to participate and ask questions in the group during the research phase. You can survey the group, comment, and engage with the group to collect data.

Gaining valuable insight into how people think about certain topics related to your business can be achieved by taking part in discussions within social media groups. This knowledge will prove useful when writing persuasive copy that speaks directly to their pain points and concerns, while still being relatable enough so they feel connected with the content. Utilize keywords like “discussions”, “persuasive”, “pain points” and “relatable” for added emphasis – but don’t forget proper grammar, spelling, punctuation – no exclamation marks. Employ expressions like “the pick of the litter” or “common as dirt” to add zest.

When looking at forums, try not only to look at posts but also the comments made by other users – these can provide extra information that wasn’t included in the original post and be beneficial when creating strategies tailored to individual audiences based on their particular wants/needs/desires etc. Spend research time to dig deep into those comment sections for a better understanding of what your target audience is after. Remember to maintain proper grammar, spelling, punctuation – no exclamation points. Utilize keywords like “comments,” “beneficial,” “tailored,” and “particular” for emphasis. Start writing down common questions or pain points.

Don’t overlook the power of hashtags; they can help you stay abreast of conversations and trends related to copywriting & email list management. Hashtags are great ways to discover new conversations happening around various topics related to copywriting & email list management; simply type out a hashtag associated with either one (or both) into either platform’s search bar and see what comes up. Doing this regularly will ensure that you stay up-to-date on all things related so that nothing slips through the cracks when it comes time for actually executing campaigns targeting those audiences accordingly. Utilize keywords like “hashtags,” “conversations,” and “up-to-date” for added emphasis – but remember proper grammar, spelling, punctuation – no exclamation marks. 

When researching topics related to copywriting, it is important to be mindful that social media groups can provide useful information but may not always be reliable. Moving on from social media, studying relevant books is another way to gather valuable insights into copywriting topics.

Study Relevant Books

Unearthing applicable volumes is an essential element of copywriting research, as it can offer invaluable knowledge into your intended demographic. Knowing what kind of topics and content resonates with them can help you create more effective copy that speaks to their needs. Identify books pertinent to your target market, such as those written by experts in the field or recommended by individuals within it. Use Google scholar and Amazon to look for books written by experts in the field or those recommended by people within your target market. Once you have a list of potential titles, read through each one and take notes on any key points that could be useful in crafting engaging copy.

Forums can provide invaluable insight into the preferences and interests of your target audience when it comes to copywriting. Scour online forums related to the topic at hand, and dig up threads discussing topics such as “What constitutes effective copy?” or “How do I craft persuasive emails?” Here you will find valuable perspectives from seasoned pros who have had success creating marketing materials for years – a great way to gain an understanding of what resonates with customers like yours. Incorporate keywords throughout this research process in order to hone in on relevant information that is sure to enhance your writing prowess.

Social media groups are another great resource when researching topics related to copywriting and email list management. Many social media platforms offer specialized groups dedicated solely to these subjects, allowing members to share advice, tips, experiences, and ideas with each other. Be part of industry- or niche-related groups to keep abreast of the most recent digital marketing strategies and be on the lookout for discussions about how to create powerful communications for various sectors or markets.

Finally, studying relevant copy books can provide deep insight into how certain types of audiences think about particular topics – information that will prove invaluable when creating compelling campaigns tailored specifically towards them. Find texts written by authors well-versed in the subject matter; they should be able to cover everything from basic concepts all the way up through advanced strategies used today in digital marketing circles worldwide. Read through chapters carefully while taking notes on anything that might be applicable towards creating better content targeted at different demographics or customer personas alike – all essential knowledge if you want success as a professional writer.

Key Takeaway:  Copywriting research should involve researching relevant books, scanning forums and landing pages for insights into target audiences’ preferences, joining social media groups to stay up-to-date on trends, and studying texts written by experts. By taking notes throughout this process one can gain invaluable knowledge that will enable them to craft effective messages tailored towards different demographics or customer personas with ease.

Time To Do Expert Copywriting Research

Research for copywriting is essential to write copy that speaks directly to the needs of your target audience. Identifying your target audience’s interests, pain points and researching relevant materials will help you create copy that speaks to them directly and moves them closer towards conversion . By taking these steps you can create highly effective copy that will resonate with readers and help move them closer towards conversion.

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Master These 11 Copywriting Skills In 2024: Principles For Copywriters

Eddy Ballesteros

by Eddy Ballesteros  - Updated:  December 2, 2023

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Do your skills in copywriting need to improve, and do you need to know why? Are you looking to enhance your writing skills and become a successful copywriter?

In this blog post, I'll share the top copywriting skills every aspiring writer should learn.

From creative thinking to mastering content marketing strategies, these skills will help you craft compelling copy that engages your audience and drives conversions.

So grab a pen and paper, take some notes, and dive into the world of successful copywriting.

Tl;dr: Copywriting Skills

  • Creative Thinking : Developing innovative ideas to capture the target audience's attention.
  • Master Research and Search Intent : Understanding the target market's needs and interests to create relevant content.
  • Understanding Your Target Market : Knowing the audience deeply, including their values, pain points, and aspirations.
  • Mastering the Art of Storytelling : Creating engaging narratives to draw readers into the content.
  • Creating an Emotional Connection : Using language and storytelling to evoke specific emotions and build trust with the audience.
  • Understanding SEO and Keyword Research : Incorporating SEO best practices and keywords to improve content ranking and visibility.
  • Incorporating Social Proof and Testimonials : Leveraging customer feedback and ratings to enhance credibility and trust.
  • Master Persuasive Writing : Crafting compelling messages that motivate readers to take action.
  • Learn Content Marketing : Creating valuable, engaging content that drives traffic and encourages exploration.
  • Analytical Skills : Analyzing data to understand audience preferences, keyword effectiveness, and content engagement.
  • Know Copywriting Frameworks : Understanding and applying copywriting frameworks to create effective marketing materials

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Why Is Copywriting Important?

Copywriting is one of the essential skills in digital marketing and advertising.

It involves writing copy that persuades people to act, whether buying a product, signing up for a service, or simply engaging with a brand.

What is ai copywriting?

With effective copywriting, businesses can connect with their target audience and generate sales.

That's why having strong writing skills, good copywriters, and understanding the important copywriting skill of persuasion is crucial in today's digital age.

Whether creating social media posts, email newsletters, or website content, mastering the art of copywriting can make all the difference in driving engagement and conversions.

What Are The Top Skills For Copywriting To Learn?

As a content writer, staying up-to-date with the latest trends and techniques in copywriting is important.

By gaining insights into essential copywriting skills, you can improve your craft and develop new ideas that resonate with your target audience.

Master copywriting skills

In this post, we'll explore the top skills for copywriting that every aspiring writer should learn.

From understanding the psychology of persuasion to mastering the art of storytelling, these skills will help you create compelling content that drives engagement and conversions.

So whether you're a beginner or an experienced writer looking to take your skills to the next level, read on to discover the essential copywriting skills that will set you apart from the competition.

1. Creative thinking

Creative thinking is one of the essential skills for any writer, especially in copywriting.

As modern marketers continue to push the boundaries with their campaigns, it's necessary to think outside the box and come up with innovative ideas that capture the attention of your target audience.

Whether crafting a social media or blog post or writing a long-form article , approaching the written word from a fresh perspective can make all the difference in creating outstanding content.

By cultivating your creative thinking skills, you can tap into your imagination and develop unique concepts that resonate with your readers and drive engagement.

So if you want to take your copywriting to the next level, start by embracing your inner creativity and exploring new ways to express yourself through words.

2. Master Research And Search Intent

For good copywriters, research is essential to the copywriting job itself.

To create content that resonates with your target market and achieves your business goals, it's crucial to have a deep understanding of your readers' needs and interests.

By mastering research and search intent, you can identify the keywords and topics that are most relevant to your audience and craft content that addresses their pain points and provides valuable solutions.

Whether you're writing a blog post or developing a marketing campaign, conducting thorough research can help you create content that connects with your readers on a deeper level.

So if you want to improve your copywriting skills, start by honing your research abilities and gaining a better understanding of what drives your target audience.

3. Understanding Your Target Market

Successful copywriters understand the importance of knowing their target market inside and out.

By developing strong communication skills and gaining insights into their audience's needs, successful copywriters can craft content that persuades people to take action.

Understanding your target market requires more than just demographic data - it involves delving deeper into their values, beliefs, pain points, and aspirations.

By doing so, you can create content that resonates with them and inspires them to engage with your brand.

Whether you're writing an email marketing campaign or developing a social media strategy, taking the time to understand your target market can make all the difference in creating content that drives results.

So, to become a successful copywriter, start by getting to know your audience and crafting content that speaks directly to them.

4. Mastering the Art of Storytelling

Compelling storytelling is essential for any writer, whether you're a professional writer or using AI story generators.

The key to mastering the art of storytelling is developing a writing style that engages readers and draws them into the narrative.

Whether you're writing fiction or non-fiction, a good story should have a clear beginning, middle, and end and should be crafted to keep readers engaged from start to finish.

While some people may have a natural talent for storytelling, it's a skill that can be developed through practice and dedication.

By studying the techniques used by successful writers and experimenting with different styles and formats, you can hone your storytelling abilities and create content that captivates your audience.

So if you want to take your writing to the next level, start by mastering the art of storytelling and creating compelling stories that resonate with your readers.

5. Creating an Emotional Connection

Creating an emotional connection is a critical element of effective copywriting.

Whether writing content for the top of the marketing funnel or crafting a sales page, creating an emotional connection can help you build trust with your audience and inspire them to engage with your brand.

Skilled copywriters understand the importance of connecting with their audience personally and using emotion to persuade people to take action.

A good copywriter knows how to use language and storytelling techniques to evoke specific emotions in their readers, whether it's excitement, fear, joy, or empathy.

By tapping into these emotions, you can create content that resonates with your audience and motivates them to take the next step in their customer journey.

So, to become a successful copywriter , start by mastering the art of creating an emotional connection and using it to persuade people to take action.

6. Understanding SEO and Keyword Research

Understanding SEO and keyword research is one of the crucial skills for freelance copywriters and content writers in today's digital marketing landscape.

While technical skills like coding and website design are essential, creating content that ranks well in search engines requires a solid understanding of SEO principles and strong research skills.

Keyword research is the foundation of any successful SEO strategy.

It allows you to identify the terms and phrases potential customers use to search for products or services like yours.

By incorporating these keywords into your content naturally and strategically, you can improve your chances of ranking higher in search results and attracting more traffic to your site.

While mastering SEO may seem daunting at first, with practice and dedication, anyone can develop the research skills needed to create compelling content that drives traffic and engages readers.

Surfer SEO

With Surfer, you can have your articles ranked on the first page of Google by using machine learning and other ranking factors.

7. Incorporating Social Proof and Testimonials

Including social proof and testimonials is absolutely essential for your marketing content.

A skilled copywriter can leverage social proof and place it on the web page and blog posts to demonstrate that other customers have used the product or service and are satisfied.

Testimonials serve as a form of assurance for potential customers, as they can read about first-hand experiences from real people instead of just hearing company claims.

You can also collect video testimonials using video testimonial software , which can accept customer feedback and ratings.

This tool allows you to collect and embed testimonials in minutes. Create a wall of love using

8. Master Persuasive Writing

Mastering persuasive writing is a crucial part of any good copywriter's job.

Whether you're creating content for a website, social media platform, or advertising campaign, crafting compelling and convincing messages is essential in today's world of written communication.

Persuasive copy should be clear, concise, and engaging, and it should grab the reader's attention and keep them engaged until the end.

A good copywriter knows how to use language effectively to persuade readers to take action, whether purchasing, signing up for a newsletter, or simply sharing your content with others.

By mastering the art of persuasive writing, you can create content that resonates with your audience and drives results for your business or organization.

So if you want to improve your writing skills and become a more effective communicator, start by creating persuasive copy that engages and inspires your target audience.

9. Learn Content Marketing

Content marketing is essential for businesses looking to increase their online visibility and drive traffic to their web pages.

By creating high-quality, engaging content that incorporates search engine optimization (SEO) best practices, you can hook people in and encourage them to explore your website further.

The key to effective content marketing is to create content that provides real value to your audience, whether that means informative blog posts, engaging videos, or interactive social media campaigns.

10. Analytical Skills

Analytical skills are essential for anyone looking to succeed in today's data-driven business world.

Whether you're working in marketing, finance, or another field, the ability to analyze and interpret data is crucial for making informed decisions and gaining insights into key trends and patterns.

When it comes to blogging, strong analytical skills can help you understand which topics resonate most with your audience, which keywords drive traffic to your site, and how visitors engage with your content.

By using powerful data analysis tools like Google Analytics or surfer seo, you can gain a deeper understanding of your audience and use that knowledge to create more compelling content.

With the right analytical skills and blogging tools , you can take your blog to new heights and connect with readers on a deeper level than ever before.

11. Know Copywriting Frameworks

A strong copywriting skill for anyone looking to create effective marketing materials, including landing pages, ad copy, and written content.

One of the keys to success in copywriting is understanding the various frameworks that can be used to structure your messaging and capture the attention of your target audience.

One such framework is AIDA, which stands for Attention, Interest, Desire, and Action.

This approach involves breaking down your messaging into these four key stages and using each to build momentum towards a desired outcome, whether clicking through to a landing page or making a purchase.

By mastering frameworks like AIDA and tailoring them to your specific needs as a marketer or copywriter, you can create compelling content that resonates with your audience and drives accurate results over time.

How Can You Improve Your Copywriting Skills?

Now that you know what skills are needed to write copy that converts, it's time to improve it.

Practice Writing

Beyond the formal training,  A copywriting tip is to continue practicing your copywriting as much as possible. 

Writing copy regularly is the best way to hone your skills and stay current with trends.

Try writing for different audiences and styles, such as blog posts, landing pages, email campaigns, advertising, and web copy.

Take an Online Course

Gain insights by enrolling in an online course that focuses on copywriting.

Doing so will provide you with tips and best practices from experienced professionals in the field.

This can further help refine your copywriting techniques , so you can write content that speaks directly to your target market.

Use AI Copywriting Tools

AI copywriting tools will help generate written copy quickly and effectively. These tools can provide the structure, keywords, and phrases to create engaging copy that resonates with your audience.

Although AI copywriting tools are very helpful in creating content, it is essential to remember that the human touch is still necessary for successful copywriting projects.

I use and ChatGPT for my content creation.

However, I recommend using an AI content detection tool such as Content At Scale to ensure your content is optimized for SEO and contains the necessary keywords for effective marketing.

AI tools can make your copywriting job easier.

Develop an Understanding of the Industry

Developing a firm grasp of the industry and its various trends and best practices is essential to succeed in copywriting.

This means staying up-to-date on the latest developments in marketing and advertising and building relationships with other professionals in the field.

Copywriting trends using google trends

One effective way to gain exposure and build your network is through guest posting on relevant blogs or websites.

You can also look through Reddit or Google trends.

By sharing your insights and expertise with others in the industry, you can establish yourself as a thought leader and build valuable connections that can help you advance your career over time.

Take on Small Projects

As a freelance copywriter, it can be challenging to land big projects right out of the gate. That's why starting small and taking on more manageable assignments is essential whenever possible.

This might mean writing video scripts or short social media posts for clients needing quick turnaround times.

Taking on these smaller projects allows you to hone your craft, build your portfolio, and develop the soft skills necessary to succeed in this competitive field.

How to Highlight Your Copywriting Experience

Highlighting your copywriting experience is necessary for any copywriter aiming to snag a job in the industry.

Employers want to know that candidates understand copywriting and have the skills to craft compelling copy.

To make your resume and cover letter stand out, use keywords, demonstrate your industry knowledge, and showcase your past work.

Copywriting is a form of written word and communication that influences and encourages an audience to take the desired action.

To be successful in copywriting, an individual should have good writing, creativity, research, technical, and interpersonal skills.

Copywriters must practice writing, take online courses , understand the industry, take on small projects, and highlight their copywriting skills in resumes and cover letters.

With dedication and the right copywriting skill set, copywriters can use these essential principles for success to help them master copywriting and work toward success.

Frequently Asked Questions

What does a copywriter do exactly.

Copywriters create effective advertisements and marketing materials that draw the reader in and compel them to take action.

They communicate ideas in a way that resonates with each target audience, helping brands to stand out amongst their competitors.

Copywriters must be able to craft compelling stories that capture their readers' attention. They must be able to write in a way that is both engaging and persuasive while also being mindful of

How can I learn copywriting skills?

The best way to learn copywriting and communication skills is to get a degree in communications or marketing, read books by experienced professionals, practice writing for yourself and others, and build up an impressive portfolio of work.

Utilizing all these methods will give you the tools you need to be successful in copywriting.

What are the six core copywriting skills?

Successful copywriting relies on six core skills: research, strategy, wordsmithing, persuasion, testing, and analytics.

These together compose the critical elements of compelling copy that will drive reader engagement, conversions, and sales.

Eddy Ballesteros

Eddy Ballesteros

Eddy is an AI, SEO, and personal finance blogger who uses and tests products to help others improve their lives through AI and financial literacy. With years of experience in online business, he deeply understands the latest AI and SEO trends. Eddy is also well-knowledged in personal finance and committed to sharing his knowledge and expertise with his readers.

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4 Copywriting Skills You Need to Succeed (Infographic)

Time for a pop quiz: What do the following phrases have in common?

  • “I’m lovin’ it.”
  • “Just do it.”
  • “The ultimate driving machine.”

If you guessed that all of them rank among the best-known advertising slogans in the world — for fast food, athletic gear and high-end German automobiles, respectively —  you’d be correct.

But that’s just the easy answer. These three quotes are similar in a few additional ways.

They’re all easy to recall and recognize. They all convey a unique aspect of their brands in one way or another. Even the longest of the three taglines still works as a social media hashtag. And while each one might not instantly convince you to buy a cheeseburger, Jayson Tatum’s latest “Old School” sneakers or a brand new sedan right on the spot, they stick in your mind as essential tenets of those brands’ identities. And eventually, that can motivate someone to make a purchase.

What’s their other major common characteristic? They were all written by dedicated copywriters or other creatives with strong writing skills.

These aren’t the only industries that have utilized the power of the pen to sell products. Every brand needs to have captivating copy that hooks curious prospects and reels in new customers. That’s where the importance of copywriters comes into play: These creative professionals are most often the ones behind the catchy taglines and informative articles you’ll find describing a product or company.

So what does it take to be such a stellar and successful copywriter? In this article, we’ll closely examine the characteristics that make up a skilled copywriter, but the short version is this: You need to be most effective in the following areas:

  • Researching and interviewing.
  • Accepting feedback.
  • Knowing when enough is enough.
  • Mastering sentence structure, grammar and vocabulary.

Before we get into the meat of this topic, let’s go over the basics.

research skills for copywriter

What Is “Copy”?

No, we’re not talking about duplicates here. In advertising and marketing, copy refers to the text that fills your landing pages and blog posts, as well as the scripts for your customer testimonial videos, infographics and other marketing material. These assets, among others, are what copywriters produce. 

All companies need copy to explain their businesses to prospective customers, persuade people to follow them on social media channels like Facebook, X (the new moniker of Twitter) or LinkedIn, sign up for their newsletters or make purchases. Without copy, customers may have no idea that the perfect solution to their problem is out there, waiting for them to find it.

But is copy the same as content? We’ll get into the differences between copywriting and content marketing a little bit later, but let’s cover the gist of it. 

  • Copy is considered the written communication used to persuade an audience to take an action, or to motivate brand awareness. 
  • Content is the information communicated to a target audience using some form of media. 
  • While copy is always written content , content isn’t always written copy. Content can also come in the form of video, infographics, podcasts or more.

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What Does a Copywriter Do?

If you’re going by the Merriam-Webster definition, a copywriter is simply a person who writes advertising or promotional material .

In reality, a copywriter does much more than simply write ad copy. An effective copywriter must also be a dedicated researcher, a quick learner, a detailed editor and a nimble rewriter.

A good copywriter is a chameleon, able to embody and express one client’s branding for a short period of time, then change colors to match the voice of another’s. This person has the ability to create effective copy, persuasive copy and everything in between.

research skills for copywriter

What Skills Do Copywriters Need?

Full-time and freelance copywriter job descriptions are both often filled with qualifications like “creative,” “motivated” or “collaborative.” While these are all advisable skills to acquire, they’re not exactly specific to copywriting or clearly descriptive of what this branch of content marketing will require.

If you want to truly excel at copywriting , begin by developing these four skills:

1. Researching and Interviewing

Excellent research skills are essential to effective copywriting for 2 main reasons. In the first place, research gives writers a better understanding of the subject they’re covering: the industry’s opportunities and challenges, as well as customers’ needs and problems. In the second place, it helps them identify the best topics and decide what to write about.

While a seasoned writer may be able to conduct thorough research and craft a comprehensive piece of content in just a couple of hours, certain tools can help both senior and junior writers create content in a shorter time. 

  • For instance, the content generation tool GrowthBar speeds up writing processes by generating content outlines for blogs and websites , among other deliverables.
  • Then there are the various large language machine learning models typically referred to as “generative AI”: ChatGPT, Claude, Bard and others. These tools can accomplish functions similar to GrowthBar, potentially from a wider range of training data. 
  • That said, none of these tools should be considered substitutes for good copywriters. There’s a certain stiltedness that reasonably internet-savvy readers will likely detect in any artificially generated blog article, social media post or other written digital marketing asset. As of now, it’s impossible to guess when any AI or ML model will capably create the compelling copy that a professional copy and content writer can.

2. Ability To Accept Feedback

Not every piece of content will hit the mark. Copywriters will get feedback from peers, editors and clients. They’ll need to edit, adjust, delete and rewrite. Good copywriters don’t get discouraged during this process. They make changes to their content and learn from the experience.

Good copywriters also understand the importance of this procedure. Certain industries are hard to understand, and there may be some growing pains as writers figure out how to speak to the right audience or describe a certain product or service. The learning process may be extensive and difficult, but in the end, it’ll help them create content that’s actually meaningful and useful.

3. Knowing When Enough is Enough

Writers are driven people, and the destination they’re driving toward is perfection. But the road to perfection is an endless one. A good copywriter could go on researching all day, but unless they stop Googling and start writing, they’ll never produce a single piece of copy.

The same goes for the actual writing process. At the end of a piece, you could go back and find countless things to tweak, twist and fine-tune. But at some point, you need to decide that your work is effective enough and send it off to your client, boss or website. An almost-perfect published article is more effective than a continual work in progress that never reaches a single reader.

Last but not least, brevity is sometimes crucial to the quality of copy itself. Social is a perfect example: While not every channel has the character limits of X/Twitter (paid version notwithstanding), posts for sites like Facebook and LinkedIn need to at least begin with concise, gripping statements that make feed-scrollers stop in their tracks and keep reading. If Instagram is a valuable social channel for your digital marketing, you can load posts up with hashtags to boost searchability , but the caption copy should arrest the attention of app users with well-chosen, impactful words.

4. Sentence Structure, Grammar and Vocabulary

To say a good copywriter needs to be a good writer might sound like an obvious addition to this list, but it’s worth pointing out nonetheless.

Strong communication is another overarching essential copywriting skill, along with certain technical skills: most notably, proficiency with word processing and content management apps. Critical thinking that enables you to examine a subject from multiple angles without getting off track will improve (and, ideally, accelerate) problem-solving. Lastly, interpersonal skills are necessary for collaborating with your team and communicating effectively with clients.

At the end of the day, your writing skills are the top priority. Bad writing comes across like shrill, screechy speech. If your voice-over actor shows up to record a commercial with a cold, would you let his raspy, sniffly intonations pollute your message? No; you would give him a lozenge, reschedule the recording or find a stand-in. 

You must carefully hone your grammatical, structural and creative abilities to prevent your writing from becoming dull. Sound writing skills need to be apparent throughout each piece, beginning with a headline that makes people want to explore the article, a captivating lead that pulls the viewer in and skimmable subheadings that give rushed readers a good idea of what your main points are.

Strong writing is readable and approachable. There aren’t distractions like misplaced punctuation marks or misused buzzwords cluttering it up. A good copywriter will also have the vocabulary to connect with an audience and the compositional know-how to guide a reader through an article.

top 4 copywriting skills

Is ‘Copywriting’ the Same As ‘Content Marketing’?

Just like copy isn’t content, copywriting isn’t content marketing.

Good copywriting is essential to building out your website and creating valuable landing pages that inform current or prospective customers. But it’s just not the same as content marketing.

Content marketing aims to inform consumers. Content marketing encompasses all of the blog articles, social media posts, case studies, white papers, infographics and informative video scripts that live on your website. Assets created for this purpose can be compelling, but that’s not because the writer is using complex literary techniques or appeals to emotion.

If, after a prospective customer reads a blog post or watches a how-to video, they decide to invest in a company’s product or services, that’s all the better. But that’s not the sole point of content marketing. While this type of marketing functions in part to help encourage sales, that’s just a secondary goal to its leading intention, which is to educate and inform. Consumers may be convinced to make a purchase because the writer is able to make an honest case for a company’s products or services.

Copywriting, on the other hand, has one primary goal — usually to sell something. Sometimes, the goal is to convince someone to sign up for a newsletter or register for an event. Invariably, though, copywriting has a predetermined desired end result.

Where copywriting is persuasive or instructive, content marketing is helpful and friendly.

How Does Copywriting Fit Into an Overall Marketing Program?

If copywriting and content marketing are so different, how do they fit into the same marketing puzzle?

The 2 concepts rely upon each other to be truly effective. Copywriting can be convincing, yes, but no one wants to be sold to constantly. People need a break from the constant urging to “Sign Up Today!” or “Make a Purchase Now!”

Today’s customers are smarter and more informed than they have been in the past. They want to be able to make up their minds on their own to subscribe, purchase or take another action. In short, customers want to be confident that they’re making the right purchase for themselves.

Content marketing helps customers come to their own conclusions. Informative, truthful articles and blog posts help them develop their knowledge base about whatever product or service they’re shopping for. Its messaging should also align with other areas of your marketing campaign — particularly social media, as social channels are among the most effective ways to increase the reach of marketing content, copy-centric or otherwise. Furthermore, content marketing helps position your company as an expert in its industry and strengthen trust between your brand and your customer.

But businesses can’t survive on trust and goodwill alone. In the end, you need to make a sale, and good copywriting helps to nudge customers in that direction.

How does it do this?

Through well-written, compelling content.

How Do You Modify Your Writing for a Specific Audience?

A singular piece of content won’t appeal to everyone. Brands must tailor their content to the audience they want to capture. This is done through intentional writing that addresses customers’ unique needs.

1. Get To Know Your Audience

The first step in modifying your writing for a particular audience is to use research to determine what those people want to know. This can be done in many ways, for example:

  • Email feedback surveys to new customers.
  • Ask sales teams about the most common questions prospects have.
  • Invite social media followers to fill out a short questionnaire.

As you gather information, you can begin to visualize who your average reader or customer is. With this insight, you can move on to the second step: building out audience personas .

Step 2: Create Personas

Say you’re a provider of environmentally efficient industrial lighting solutions trying to figure out who’s really interested in your product. Through research, you may find that your target customer is a 50-something CEO who’s looking to reduce the amount of money his company spends on lighting. Or maybe she’s a 30-something co-founder at a startup with a strong interest in sustainability, seeking to reduce the organization’s carbon footprint.

These two audience personas have different questions, concerns and reasons for making a lighting purchase. Whoever your customer is — and whatever their major dilemmas are — speak to them. Answer their questions through your content.

When that CEO reads your article about why a certain type of office lighting can lower the company’s long-term energy costs, he’ll remember that you had a solution for his problem as well as the knowledge and expertise to back it up. He’ll be more likely to trust your advice.

Leverage Copywriting and Marketing Skills for Optimal Impact

Every brand requires good copywriting to draw customers in and convince them to engage with the company in some way. But all that effort poured into research, developing personas and writing would be lost if not for content marketing: Brands need to demonstrate that they truly care about their customers’ problems.

By marrying the concepts of copywriting and content marketing, companies can create a strong online presence that not only fosters goodwill and trust, but also generates leads.

Editor’s Note: Updated September 2023.

research skills for copywriter

By Molly Ploe

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14 Copywriting Skills To Be An Effective Writer

research skills for copywriter

Copywriters are responsible for crafting powerful, persuasive messages that get readers to convert. In other words, a good copywriter does much more than just write well.

There's a broad set of essential skills you must have under your belt—from knowing how to write concisely and turn complex ideas into easy-to-digest messages to tapping into your target audience's mind to resonate with it.

That said, this post will go through the most valuable skills in copywriting.

Whether you're new to this industry or already experienced, mastering the skills below are the cornerstones of becoming a successful copywriter.

What you will learn

  • Basic copywriting skills—from researching to writing easy-to-read SEO-friendly content.
  • Copywriting formulas and psychology tips to empathize with readers and keep them engaged.
  • How communication skills apply to both copywriting and healthy client relationships.
  • How to boost productivity and creativity via copywriting tools and time management.

What are copywriting skills?

Copywriting skills comprise a wide range of qualities that are essential for writing effective marketing content. These skills include the ability to research, creative writing, generating engaging content, understanding the target audience, and of course, strong grammar and writing.

Copywriters also need to have other soft skills such as adaptability and a solid work ethic to deliver high-quality content on time.

Since copywriting sits at the core of marketing, writers should also hone in on their technical skills.

Strong marketing knowledge is absolutely essential for copy that's effective across various channels—from social media posts, ad copy, and emails to blogs, and more.

Which is the most important copywriting skill?

The answer to this will depend on what your goal is and why you are writing copy. It could be your creative thinking ability that allows you to craft messages that instantly attract attention, or it could even be the ability to accept feedback and adapt to a client's voice of tone.

14 copywriting skills to be a successful copywriter

While mastery over the written word is an obvious skill to possess as a copywriter, good copywriters possess a mixture of several different qualities. These abilities differentiate the very best editors and writers.

The good news is that you can develop or learn most of these skills by yourself.

Here are 14 skills that will make you better at writing copy.

1. Attention to detail

Lack of attention to detail will have a major negative impact on your copy.

Sure, typos and spelling mistakes can be inevitable, especially in long form content like blog writing, but spotting and fixing these errors is crucial.

Otherwise, you'll hinder your content's credibility, and readers will probably click the back button right away.

This Twitter post is pretty ironic, isn't it?

Fox announcer: "He was covered pretty good." Boo. #DeathOfGrammer #LoweringTheBar — Rob Lowe (@RobLowe) December 10, 2012

It's good practice to always proofread your content.

It's best to leave it sit for a while before you check it.

If your content is fresh out of the oven, you'll likely know it through and through and may subconsciously ignore typos or other mistakes.

Spacing out your copy and breaking it into multiple smaller pieces will give your eyes breathing room and make it easier to spot mistakes.

The same thing goes for fact-checking. Although the internet gives you access to endless amounts of information at your fingertips, not all of it is true.

Including false data will mislead your audience and wreak havoc on your reputation.

It's best to double-check information from at least three different sources before including it in your content.

But attention to detail doesn't stop at fact-checking and correcting mistakes.

The best copywriters observe their target audience and learn what makes them tick, then capitalize on their learnings to create impactful copy.

2. Understand reader psychology and use it

Knowing a thing or two about psychology is excellent for persuasive writing.

It helps tap into the minds of your target audience and create compelling content that connects with readers.

Adopting psychological principles can elevate your copy.

A few popularly used psychological triggers in copywriting are:

  • Urgency. This is commonly reflected in limited-time sales and offers like upsells once you have already purchased an item.
  • Scarcity. You've likely seen "limited stock" - a classic example of scarcity. It can also be conveyed in other similar ways such as "First X buyers receive Y" and so on.
  • Priming. Priming works by exposing users to short term memory associations that favor the introduction of a primary offer.
  • Decoys. Most often seen in pricing, a decoy agent is used to make other offers seem like a much better value for money.
  • Authority bias. Users attribute higher degrees of importance to an authority figure so you'll often see brands associate themselves with other non competing authoritative brands or personalities.

There are other writing skills in psychology that aren't as common.

The Pratfall Effect, for instance.

This principle helps you appear more relatable to your target audience by admitting your own mistakes.

People are more likely to trust a person who acknowledges their shortcomings over someone who just talks about their success.

research skills for copywriter

This blog post is a good example. The author admits his five biggest mistakes in the headline to connect with the audience and spark curiosity.

The headline also puts the author in a relatable position, earning the reader's trust.

The stated amount of money spent on Google Ads serves as proof that the author is qualified to share his thoughts.

3. Communicate effectively

Without a doubt, writing requires communication skills.

You must turn complex ideas into digestible information that everyone can understand.

Brevity is key—your copy must be straight to the point. Don't write paragraphs upon paragraphs if you can express an idea in a single sentence.

Otherwise, you'll drag your content out and cause readers to lose interest.

This is also where knowing your target audience comes into play.

You need to relate to readers, so use a language similar to theirs. Throwing technical jargon and difficult words at your target will only disengage readers.

This blog post is a good example of a poorly written header with an easy to read body.

The header is unnecessarily convoluted, but the sentences are short and sweet in the paragraph. The article's conversational tone is engaging and easy to comprehend.

research skills for copywriter

However, communication also extends to interpersonal skills.

The marketing industry is highly collaborative—you'll always be in touch with clients, editors, and potential prospects.

So don't be afraid to ask questions, engage in conversation, and state your needs.

You need to know your client's requirements so you can write copy that works for them. Meanwhile, your clients need to understand your working style so they can set realistic expectations.

4. Use copywriting formulas

Copywriting formulas help streamline your workflow and write more compelling copy.

These are tried and tested copywriting frameworks designed to hook the audience and boost productivity.

Like the Problem-Agitate-Solution (PAS) formula.

Let's dissect the Problem Agitate Solution framework to see what it is.

  • Problem: Identify and acknowledge your reader's pain points. This helps you empathize with your audience and spark curiosity.
  • Agitate: Emphasize the problem's gravity. This adds a sense of urgency and causes readers to react emotionally, getting them invested in your content.
  • Solution: Explain how your product or service solves the reader's problems. This prompts readers to convert or keep reading your content.

Here's an example depicting the PAS framework.

research skills for copywriter

The blog starts by bringing up the difficulty in hiring a salesperson for a startup. This problem is further agitated by mentioning their personal experience, and how different qualities are important in hiring a sales professional for startups.

The author mentions their personal experience to persuade readers to read past the introduction and presents the solution to a good hire.

Other popular copywriting frameworks include the following:

  • Attention, Interest, Desire, Action (AIDA): Use a hook to attract the reader's attention, then appeal to their interests through factual information. Turn that interest into a desire by showing your product's or service's benefits and conclude with a call to action.
  • Before-After-Bridge (BAB): Clearly highlight the readers' pain points, then paint a picture of how their lives would look if their problems were fixed. Your product or service acts as a bridge toward solving the readers' issues.
  • Features-Advantages-Benefits (FAB): Highlight a product's feature, mention the advantages that come with it, and then elaborate on how readers can benefit from the advantages in question.

5. Conduct thorough research

Good content involves a lot more than having strong writing skills.

Excellent research skills can help position you as a subject matter expert to write content that's credible and authentic.

Spend time researching reputable sources and linking them in your post.

It not only adds credibility, but it can also help readers verify your claims.

Internal linking practices are also beneficial for SEO. Search engines use these links to determine your content's usefulness and relevance in their assessment of your content quality.

Digital Marketing Institute's blog post for example, includes a link to a Reuters report under the "uncertain economic climate" text.

research skills for copywriter

It just goes to show that the author is stating a fact that a well-known news organization has verified.

The blog also adds context and backs up its statements through statistics from Google's Consumer Insights.

With the rise of AI writing tools, we risk creating universally generic content on the same topics.

It is through research and personal insights that your content will stand apart from others writing on the same topics.

6. Consider user experience

Well-written copy is sometimes not enough to keep readers engaged—especially in longer pieces like blog posts.

Reading through walls of text gets tiring after a while and will likely cause readers to lose interest.

Make sure to write with user experience in mind—readers should go through your content as easily as possible.

For instance, images and graphs help break text monotony and add additional context to your copy.

Surfer AI now includes images in your AI generated articles.

But what if your content doesn't lend itself particularly well to images. Some topics just don't have relevant images that make sense.

In such a case, you can improve the user experience with simple text formatting.

Here's an example from Slack.

research skills for copywriter

The blog post doesn't include numerous screenshots but the use of changes in the text format offers readers visual support making the content easier to read.

The copy is well structured and spaced out through headers, bullet lists, and whitespace.

This makes it easy to scan, despite the large amount of text. The sentences are also easy to understand—they are short and use simple language.

Making your online content easy to skim can decrease page bounce rates and increase dwell times, which are considered ranking factors by search engines.

Including a table of contents in the introduction can make it easier for readers to skip ahead and get to the sections they want.

Ensure that your web content is also accessible for a screen reader.

Speaking of accessibility, include alt text in your images.

They help describe the content of an image to people who use screen-reading tools. Search engines use alt texts to understand an image's context.

7. Embrace feedback

Criticism is sometimes a hard pill to swallow, but it's useful if constructive.

As a copywriter, you will work together with clients, editors and sometimes other people involved in content marketing, like graphic designers.

Each party involved may offer suggestions for improvement.

You should accept useful feedback and implement it within the content creation process. This will not only help meet your client's requirements but also improve your copywriting skills.

Additionally, each brand has a different perspective on what good copywriting is.

Some may value brevity, while others emphasize showing off your personality with more words.

Stay open to new ideas and adapt your content to fit different requirements.

Being flexible can often be an important copywriting skill for a client. A skilled copywriter will adjust the content's tone of voice to appeal to target audiences.

8. Demonstrate creativity in your writing

Copywriting is an art form, so creativity is second nature.

Think outside the box and don't be afraid to show off your personality.

It makes your copy more engaging and memorable, especially in an oversaturated market where originality is hard to come by.

Take a look at what KFC did.

research skills for copywriter

The advertisement copy doesn't make any sense—at first glance, that is.

It's a word jumble viewers must solve.

If you take the time to rearrange the letters, you'll uncover the following words: "original," "spicy," and "bbq"—KFC's  trademarks.

Although unusual, this Scrabble-like mini-game is an excellent example of thinking outside the box. It gets people directly involved in solving the puzzle, which makes the words that are found easier to remember.

But I get it; writer's block is real, and coming up with original ideas is not always easy.

You don't have to be as left-field as KFC though.

Here are a few ways you can get your creative juices flowing again:

  • Switch gears. If the time allows it, consider taking a break from your current project and starting to work on something else for a short while.
  • This helps disconnect your brain from the task at hand and give it a rest. You should feel refreshed once you come back to the original task.
  • Set up a schedule. Set up time slots specifically dedicated to creating content.
  • Over time, this will train your brain to remain fully focused and creative during the said schedule. Consider experimenting with different times of day to see when you're most creative.
  • Use AI tools. Copywriting tools like Surfy can expand on a few sentences. You can use these drafts to either pick up some ideas or jump straight to editing the text.

9. Display empathy with your readers

You must compose persuasive copy that inspires empathy and connects with your target audience.

Showing readers you understand and care about their issues is essential for crafting a memorable, long-lasting message.

For instance, this blog post by Garden of Life acknowledges the reader's pain point about setting health goals.

The language used conveys the ease but determination required to follow through with changes for setting wellness goals.

research skills for copywriter

Try to paint a picture through short, relatable stories or anecdotes that highlight your audience's main pain point.

This helps establish an emotional bond with the audience. You can also add a bit of humor for that extra oomph.

10. Posses marketing knowledge

Copywriting sits at the core of any marketing campaign—be it social media, email advertising, content marketing, and so on.

For instance, copy for landing pages can go into detail about a product's or service's benefits to persuade visitors to convert.

In contrast, PPC advertisement copy should be short, catchy, and straight to the point, while its goal is to push for click-throughs and get users to visit those landing pages.

Although hands-on marketing experience is not required to land a copywriting job, a deep understanding of how different marketing channels work helps you adapt your copy accordingly.

Additionally, copywriting is crucial for brand positioning and image.

Duolingo brands itself as a fun way to learn new languages, while the brand image is heavily involved in meme culture.

The copywriting in this particular post cracks a sarcastic joke while sticking to the language-learning positioning.

research skills for copywriter

Using the right brand of voice can communicate your brand's unique personality.

11. Use SEO to rank

Search engine optimization practices help boost organic traffic by ranking web pages higher in the search results.

Search engines aim to provide users with the best possible results for their queries.

As such, well-written, high-quality content is one of the cornerstones of a solid SEO strategy.

While writing long-form blog posts is standard practice for SEO, it helps to learn some basic SEO writing skills.

Keyword optimization, for instance.

These are search terms users type in the search bar when looking for something on the internet.

Including these in your content can ensure that they appeal to both search engines and human readers.

Structuring your article through header tags (H1, H2) and including related keywords within subheadings and your paragraphs helps search engines understand your page's content and structure.

Addressing common questions in a concise yet detailed manner can help your content rank in the featured snippet section of the search results, increasing visibility.

However, beyond basic SEO copywriting skills, it takes experience and effort to learn more effective methods that can help your content rank well in search engine results.

Using a fully-fledged SEO platform like Surfer can help you perform SEO tasks at the ease of a few clicks.

Idenfifying keywords and their optimal frequency for an article, for example.

research skills for copywriter

Or even write a new article with AI in twenty minutes.

So all you are left to do is edit and publish the article.

Instead of investing that time in learning a new skill, you can dedicate those hours to growing your business or finding new clients.

It's helpful to be versatile as a writer so that your services are appealing to a variety of clients—someone who wants a social media post as well as someone who may need SEO writing skills.

12. Retain a learning mindset

Good copywriting skills aren't developed overnight.

As seen, there's a lot to learn in this trade. You need to continuously practice writing and editing skills to establish yourself as an expert within the industry.

Besides, marketing is an ever-shifting field—new trends pop up and content algorithms frequently change.

You need to stay up-to-date with those changes so you can deliver effective results.

Here are a bunch of online resources to keep your copywriting skills in check and stay updated with the latest marketing trends:

  • Copyblogger : A blog with informative articles teaching the art of copywriting and content marketing—from copywriting techniques to marketing tactics for freelance copywriters.
  • The Copywriter Club Podcast : A podcast that features interviews with successful copywriters and covers various aspects of copywriting and freelancing.
  • AWAI (American Writers & Artists Institute) : Provides comprehensive training programs, courses, and seminars in copywriting and content writing.
  • Surfer Academy : A collection of training videos and live sessions that's all about content—from how to build up a content strategy and handle keyword research to leveraging AI tools for better productivity.
  • SEO Writing Masterclass : An online course that teaches you the latest SEO tips and tricks, how to write content for various stages of consumer awareness, handle competitor analysis, and more.

13. Be adaptable

This quality lends itself from retaining a continuous learning attitude.

The writing industry as a whole is in a state of flux and faces increasing levels of competition from the ever-increasing popularity of AI writing tools.

That said, you need to adapt to and embrace these new technologies, and take advantage of the capabilities they provide.

Doing so can help you improve your productivity and free up time for other activities.

For instance, you can use an AI copywriting tool like Surf y to rephrase, edit or research content in a fraction of the time it would normally take you.

research skills for copywriter

Here are a few other AI copywriting tools you may consider:

  • Grammarly. A simple grammar, spelling, and punctuation checker that also delivers personalized suggestions based on your selected audience, tone of voice, and more.
  • ChatGPT. ChatGPT generates creative, context-aware content quickly, enhancing productivity and idea generation for diverse copywriting needs.
  • QuillBot. It offers AI-powered paraphrasing, summarizing, and grammar-checking capabilities, enhancing content originality, clarity, and effectiveness.
  • Wordtune. This app uses AI to rephrase and refine sentences, enhancing readability and style, making it a great tool for writers seeking to improve the flow and engagement of their copy effectively.

14. Manage your time effectively

Whether you're an in-house or freelance copywriter, time management is crucial—you need to allocate dedicated time for ideation, research, creation, and editing or proofreading.

Primarily, it ensures that you can meet strict deadlines, which is important to maintain client satisfaction and trust.

As a professional copywriter, you will often have to juggle multiple projects at once.

Good time management skills are needed to set priorities, give each job the right amount of time, and avoid taking on too much.

As such, you get to minimize the risk of getting overwhelmed and missing deadlines. Besides, managing your time properly also means you give yourself some room for breaks, which helps prevent burnout.

Poor time management can lead to last-minute rushes, and you don't want to write in a stressful environment.

Writing is inherently a creative process that cannot be rushed.

That said, plan work ahead of time, establish a routine, and eliminate any distractions during work hours.

Key takeaways

  • Copywriting comprises a set of crucial skills that go beyond content creation. Understanding marketing and human psychology triggers such as urgency, scarcity, priming, decoys, and authority bias can enhance the persuasiveness of your copy.
  • Attention to detail is essential for maintaining the credibility of your content and involves proofreading and fact-checking.
  • The ability to convert complex ideas into digestible information is key. Effective communication also involves using language that resonates with your target audience and maintaining clarity in your writing.
  • Leveraging formulas like Problem-Agitate-Solution (PAS), Attention-Interest-Desire-Action (AIDA), Before-After-Bridge (BAB), and Features-Advantages-Benefits (FAB) can help in structuring compelling copy and boosting productivity.
  • Strong research skills are important to establish credibility and authenticity in your content. It involves spending time researching reputable sources and using internal linking practices beneficial for SEO.
  • Being receptive to constructive criticism from clients, editors, and other stakeholders is crucial. Learning to write copy is a continuous process. Make sure to stay in touch with industry news, be open to feedback, and check out resources that you can learn from.

Learning these skills might seem overwhelming at first, but they should come naturally to you with experience and practice.

Start with the basics. Work on your proofreading and research skills to ensure you deliver error-free content. You can then move on to more complex concepts, like reader psychology and how to write copy for different channels.

Also, experiment with copywriting formulas right off the bat—the sooner you master these, the easier you'll write irresistible copy that attracts conversions.

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5 highly effective copywriting research strategies top copywriters use to drive more conversions and sales.

There’s a world of difference between run-of-the-mill copywriters and world-class copywriters.

If you wonder just what that difference is, that’s a good sign. It means you strive to understand your market. You know that copywriting is a cornerstone of your business.

Even then, it can be hard to pinpoint the difference between each tier of writers. 

See, copywriting is an art as well as a science, so many things separate the big names from the small ones.

Research is an important one of those things and a worthwhile copywriter is also a master researcher. The artistry in copywriting is nothing if you don’t put in work on the science side of things. 

  • For instance, you might think you’ve written the perfect ad, but it doesn’t bring in any sales.
  • It doesn’t resonate with your audience.
  • There’s nothing more frustrating than publishing something you’re proud of only to have it flop. 

That’s where researching what your audience wants and needs comes in.

It’s a common belief that copywriters only excel at creating new things. That’s not true. Copywriters don’t just create, they assemble — and they do it like their lives depend on it. 

To help show that balance of creativity and assembly, we’ll cover two of the biggest names in copywriting history. The Leonardo DaVincis of copywriting. Their names are David Ogilvy and Gary Bencivenga.

If you look them up, you might be surprised. David Ogilvy wrote in the 50s and passed away in 1999. Gary Bencivenga was at the height of his career in the 80s and retired in 2010. 

How could they be relevant in the internet age, with social media and website landing pages and blogging being a company’s bread and butter? The answer is simple. Good advice never goes out of style. 

Copywriting at its core hasn’t changed. The goals are the same as they were a hundred years ago. Copywriters (and businesses in general) today are trying to get their audience to take action — just like Ogilvy was in the 50s.

David Ogilvy had some powerful words on research. For example, he once said, 

“Advertisers who ignore research are as dangerous as generals who ignore the signs of the enemy.”

That’s a kick in the pants for writers who don’t research. Hearing those words would be especially stressful if you don’t know where to start with research. It gets even worse if you know how to research but not how to incorporate it in your writing.

Here’s the good news: it’s easier than you think. This article will give you solid tips on how to research and how to write.

Here are 5 copywriting research strategies to help you do that.

Table of Contents

Copywriting Research Strategy #1: Let Your Customers Write Your Copy

Copywriting isn’t about impressing readers with big and fancy words. It’s about speaking to customers in a voice they’re familiar with. And what voice is better than their own? 

That’s why compelling copy comes off as trustworthy advice. It's made up of real people’s words and expresses real desires and needs. 

Its creation doesn’t happen in an isolated corner of the copywriter’s brain. Instead, it takes form during the hours spent in research. The first tip is to research directly from the source, whenever possible.

Thanks to digitalization, this direct route has become a lot simpler than before. Rather than needing to speak to a customer face-to-face, you have tons of options to choose from online. After all, you can:

  • Analyze transcripts from face-to-face interviews with customers.
  • Scan open-ended responses gathered via on-site interviews. 
  • Dig up forums where your audience lurks. 
  • Broadcast surveys to your email list and capture qualitative responses. 
  • Go to and read product reviews relevant to your market.
  • Go through transcripts of previous sales chats.
  • Review responses collected by chatbots.
  • Check briefs provided by clients.
  • Request access to your client’s CRM.

Or fire up good ol’ Google and scour the web for snippets of your audience’s language. Anything can work as long as you’re using your customer’s unique voice.

You’ll be amazed at how your copy virtually writes itself once you hear your audience. You could bang your head against a wall for ages trying to think of a good way to write a particular phrase, and then discover that a quote from a review says it better than you ever could.

Why does this work so well and so consistently? First of all, it’s organic. Without this research, a copywriter is sitting in an office, wondering what the best angle is, and then writing some words based on what they think.

Writing without research is sales-y and dry. It can be too narrow, based only on the writer’s experiences. 

Or it can be too broad, over-generalizing the target audience and sounding like nothing special.

When you use your customers’ voices, you get copy that is based on real-life experience. That translates to your writing. Getting words from the source prevents your copy from sounding like a sales pitch.

It helps you find specifics about your audience without being general. When you research and write from your customers’ voices, the common thread among experiences is clear. 

And a bonus of writing your copy from your customers’ voices? It’s much more efficient. Once you do the research, the writing is a breeze.

Learn how to do proper audience research here .

Copywriting Research Strategy #2: Put In The Hours, But Not Too Many

The heart of any research lies in asking a lot of questions. Copywriting research is no different. 

It demands a dialogue with target consumers. And a dialogue without meaningful questions can be void of any useful insights. 

Gary Bencivenga agrees. He more than agrees, h e advises copywriters to begin every assignment like an investigative reporter. He even prescribes a list of 10 pivotal questions to ask clients or their best salespeople. 

Here’s what they look like:

  • Why is this product made the way it is?
  • What consumer problems, desires, and needs is it designed for?
  • What’s special about it — why does it fulfill a consumer’s needs better than the competition?
  • Who says so besides you?
  • What are your strongest proof elements to make your case believable?
  • What are all the product’s best features and how does each translate into a consumer benefit?
  • If you had unlimited funds, how would you improve this product?
  • Who are its heavy users — the 20 percent who generate 80 percent of sales?
  • What irresistible offers might trigger an explosion in sales?
  • What premiums can be tossed into the mix to press your prospects’ hot buttons?

As good as these questions are, there’s no exhaustive list that can mark the end of your labor. Most of the answers to your preliminary questions open the doorway to new and more nuanced questions. 

These doorways can make copywriting research become a never-ending rabbit hole. It can make you want to throw in the towel and look for other ways to grow your business because you feel like you’ll never get the answers you need.

If you want to be the top banana in your industry, don’t give in to that impulse. Remember that you don’t have to answer every question ever. 

Follow your gut. Which follow-up questions will help you understand your audience? Which ones spark your curiosity most? 

Stick to your guns and do your homework. It’s the only way to uncover the hidden desires of the 20% who generate 80% of your sales. 

And once you’ve gathered more information than you can use, you may even end up dreaming about your next big idea. 

If that sounds far-fetched, let’s change your mind with a history lesson. In the 1950s, Pepperidge Farm Bread released their first commercial. Wonder how it came to be? 

David Ogilvy dreamed it up. 

Our brains are incredible, working 24/7, even when we’re asleep. Getting as much info as possible helps your brain make unconscious connections and decisions. 

That’s why it’s so important to put in those research hours and then relax . Eat, breathe, and sleep your research and let your brain do the rest of the work for you. 

You know what I’m talking about. You’ve put in hours on a project that you just can’t get right, and then suddenly a solution comes to you. That’s your brain making those unconscious connections. 

The more information you give your mind to work with, the easier it will be to find the right words in the right order. 

Here are the 4 simple ways to improve your copywriting research process.

Copywriting Research Strategy #3: Make A PDPF Document About The Competition

PDPF stands for Pains, Dreams, Features, and Proof. These are the attributes that come together to make a product or service desirable. And you can bet your weekly banana supply your competitors know this too. 

The best part is that you can conduct a PDPF analysis even when you’re in a crunch. It’s still wiser to take your time though.

By focusing your research on these four areas, you can figure out the benchmarks you need to beat. 

Maybe you’re strong on the proof, but you aren’t reaching the dreams as strongly as your competition. Or you have the pains on lock, but you’re struggling to find some proof.

No matter what your strong and weak points are, you’ll have to go where consumers meet your competitors for the first time. 

Yes. You guessed it. Landing pages. 

To kick things off, visit your competitor’s landing page. Now, open a Google doc in another tab and divide it into four sections (Pains, Dreams, Features, and Proof). 

Here’s what you need to write under each section.

  • Pains: What brings the consumer to the market. 

Example: Consumer is a fitness enthusiast with a sugar addiction. 

  • Dreams: What the consumer desires. 

Example: Consumer wants to overcome his addiction without going cold-turkey on sweet foods. 

  • Features: What the product offers. 

Example: Bananas are a natural source of sugar. They’re a godsend for dealing with cravings and also have other health benefits. 

  • Proof: What makes the offer credible. 

Example: Scientific studies state that sugar in bananas is healthier than refined sugar. Countless athletes, fitness coaches, and recovered sugar addicts recommend eating bananas. 

This trick works best for landing pages. But, you can use it for whatever you want. It can work on Facebook or Instagram ads, email lists, etc. 

The important part is using it on your direct competitors to compare and see what you’re missing. You need to break down the info they have to the minimum of what they’re saying. 

Here’s an example, using the “pain” section. Let’s say my competitor’s landing page talks about how bananas are great for runners. It mentions how our customers know they need to eat more healthily, but aren’t sure where to start. 

Breaking that down looks like translating “runners” into “health/exercise enthusiasts” and “needing to eat more healthily” into “sugar/junk food addiction”.

When creating a PDPF, you’ll need to read between the lines. Think about what your competitors mean by what they’re saying, and why they chose the words they did.  

You can even compare it to your customer’s voice from Strategy #1. Knowing what your competitors are saying and what your customer’s voice sounds like gives you an edge.

Copywriting Research Strategy #4: Be Sentimental About The Mundane

For this tip, Gary Vaynerchuk is the perfect example. As a bonus, he’s someone still writing today. 

Gary Vaynerchuk is an embodiment of the entrepreneurial spirit. He’s relentless in the pursuit of his goals and has high regard for discipline.

Here’s the interesting bit. His greatest asset has nothing to do with his ability to hustle day-in and day-out. 

What makes Gary special is how he pays attention to people on the most fundamental level. He even calls himself “an ear disguised as a mouth”. 

What does that mean?

It means that your most important job isn’t to say something clever. In fact, it isn’t to say anything at all.  Your most important job (at least, if you want to be a great copywriter), is to listen. 

Like Gary, you need to start from a place of empathy and become “an active consumer of humans”, as he says.

And what does that mean?

Don’t worry, you don’t have to resort to cannibalism to be a good copywriter. You “consume” humans the same way you’d “consume” a good book.

Become completely absorbed in every person you interact with. Focus on the things that make them excited, interested, disgusted, etc. 

Doing so will require you to have a fascination for everything — especially the mundane. 

Chances are you’ll have several plain and uninteresting conversations with clients or customers. A client may start talking about how they almost quit. Or a customer may bring up visiting the lake with their grandpa when they were little.

When that happens, you’ll think, “What does this have to do with the copy I’m trying to write?” Your monkey mind will tell you to zone out. 

Don’t . Your mission is to carve out an identity as a sincere listener.  

Find the gold in even what seems like nothing but gray pebbles. Ask more questions to find out why they said something a certain way. Look for the enthusiasm or excitement in their face or voice when they talk about a particular subject. 

Maybe your client told the story of how they almost quit because they want their customers to know what kept them going. Your customer talked about the lake because it’s their favorite memory, and the product makes them feel the same way they did back then.

Then your job is to ride their enthusiasm and sentimentality and let it carry into your copy. 

If you succeed, you’ll realize that some of the sweetest marketing bananas are often hidden in interactions that seem bland on the surface. 

Learn the core stages of market sophistication here .

Copywriting Research Strategy #5: Look For Specifics And Use Them

Let’s imagine you like sports cars. 

Would you buy an Aventador SVJ Roadster because it’s fast? Or because it hits 62 mph in 2.9 seconds? 

What makes you feel that it’s safe to drive one? 

The fact that it has excellent braking? Or that if you slam on the brakes at 62 mph, you’ll come to halt in just 30 meters? 

The takeaway here is clear. Specificity breeds trust. 

David Ogilvy, one of the greats I mentioned at the start of this article, loved this concept.

One of the best-selling pieces of copy of his career, and his personal favorite, used only this concept. It was a magazine ad for Rolls Royce with the headline, “At 60 miles an hour, the loudest noise in the New Rolls-Royce comes from the electric clock”

Look at some of the things he said about his copy for this ad in his book “How To Write Potent Copy”:

“Factual advertising like this outsells flatulent puffery. The more you tell, the more you sell. Notice the very long headline–and 719 words of copy, all facts.”

“In my Rolls-Royce advertisements, I gave nothing but facts. No adjectives, no ‘gracious living.’”

In a footnote, Mr. Ogilvy describes how the chief engineer at the Rolls-Royce factory shook his head sadly and said, “It is time we did something about that damned clock.”

Did you notice that last part? Ogilvy based his headline directly on something the chief engineer of his client said. He didn’t randomly pick specifics about his project, he got it straight from the horse’s mouth. 

That’s where the research comes into being specific. Talk to the designers, the engineers, the head of the company, or even the customers. 

Ask them questions about the specifics -- what do they like? Why? 

Then listen. How can you put that into your copy?

Consumers don’t want marketers to play them for fools. They want to have as much information as possible. And they don't want to receive information that's bloated or implausible. 

Serious marketers need to understand this. Being precise and factual is a million times better than indulging in advertising babble. 

And getting your facts from previous customer experience or inside designer knowledge seals the deal. The only way to be specific in your copy is to be specific in your research. 

Learn how to write hyper-specific copy here .

Knowledge Is The Ultimate Equalizer

Research paves the way for all progress in the marketing world. It’s a time-tested process (and skill) that helps copywriters turn words into big ideas that sell. 

Research is a deciding factor between million-dollar copy and writing that won’t make it past the first draft. Even worse, without research, you’re walking into a room with a dozen banana peels on the floor. And you have a blindfold on. 

Is it certain that you’ll fall on your butt? No . Is there a good chance you will? Hell yeah . 

If you aren’t putting time into research, it’s not a guarantee you’re throwing your money away — it’s just the most likely scenario. Research gives you the vision needed to navigate the market. It tells you what your best (and worst) bets are. 

Time put into research is well-invested.

Here’s the flip-side, though. Research can also turn into a wild-goose chase if you don’t invest your energy in making a proper plan. You can spend hours upon hours researching and telling yourself it’ll pay off.

If you haven’t put a second into the writing, you’re shooting yourself in the foot. 

That’s where these strategies come into play. Playing around with them will help you find what works for your customers. You’ll learn through doing which steps work best for your business.

Once you establish a system that works, you’ll have plenty of time to do whatever your heart desires (I usually eat a few bananas). You may face some growing pains at first… but you can always take help from digital marketing consultants to smoothen the transition.

P.S. Marketers and B2B business leaders...

Could your organization benefit from dramatically shorter sales cycles , more qualified leads , and higher on-page conversions ? 🤔

If you're looking to improve the performance of your sales pages, emails, or ads... I may be able to move the needle in a big way. 

Using my proven “Neuro-Response” copywriting method, I've generated over $2.7 billion in revenue for over 224 of the largest B2B companies in America.

This behavioral-science inspired system taps into lesser-known hidden psychological triggers that target multiple decision-making regions of your prospects’ brains...

In a way that elevates their desire, makes them primed to be more receptive to sales messaging, and gets them to move forward.

Averaging across over 1,124+ projects, my copywriting drives a 55% increase in on-page conversion rates, an 84% increase in quality sales-qualified leads, and a 27% decrease in customer acquisition costs compared to existing controls.

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Want copywriting that converts up to 47% better?

I offer a 100% done-for-you solution to make your sales pages, emails, and ads dramatically more effective., results guaranteed , or you don't pay, about daniel doan, looking for more copywriting resources, 7 fail-safe b2b copywriting strategies to use if your conversions could use improvement, business blog copywriting: 6 impactful copywriting strategies you might not be using (but should if you want to drive real conversions), 10 advertorial copywriting mistakes that make fence-sitting prospects run for the hills, 8 cold email copywriting tactics that spark conversations with b2b prospects, 9 strategies to easily improve clarity in your copy (and boost your conversions), how to optimize your conversion rates with better copywriting, copywriting hooks: how to effectively capture attention to improve conversions and boost revenue, copywriting mastery: 5 proven tips for creating clear and convincing sales copy, 23 powerful copywriting psychological triggers that convince people to buy stuff, improve your copy. get more sales., quick links.

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What is Copywriting and the Key Skills Needed for a Copywriter

What is Copywriting and the Key Skills Needed for a Copywriter

In the ever-evolving digital landscape, the art of copywriting has transformed significantly, becoming an indispensable tool for businesses aiming to connect with their audience. But what exactly is copywriting, and what skills are paramount for those looking to excel in this field? At its core, copywriting is the craft of persuasive writing that prompts readers to take a specific action, whether it’s making a purchase, subscribing to a newsletter, or following a brand on social media. As we delve into the intricacies of this profession, we uncover the essential blend of creativity, research prowess, and strategic thinking required to craft messages that resonate with audiences and achieve desired outcomes.

Why is it that some copywriters manage to capture our attention and compel us to act, while others fade into the background? The answer lies in mastering a set of key skills and adapting to the digital age’s demands, including understanding the nuances of SEO, engaging effectively on social media, and continuously honing one’s craft through learning and adaptation. From the importance of crafting compelling calls-to-action to the role of meticulous research in understanding target demographics, the journey to becoming a successful copywriter is both challenging and rewarding. Join us as we explore the multifaceted world of copywriting, shedding light on the skills that are crucial for navigating this dynamic field and achieving mastery.

The Evolution of Copywriting in the Digital Age

As the digital landscape has expanded, so too has the realm of copywriting, transitioning from traditional print media to a vast array of online platforms. This shift has necessitated a dynamic adaptation in strategies and skills for copywriters, who now must craft content that not only sells but also enhances search engine visibility and engages users across social media. The integration of SEO practices and the ability to produce compelling, shareable content are now fundamental components of a copywriter’s toolkit. Moreover, the rise of content marketing has underscored the importance of storytelling and brand voice in creating connections with audiences, marking a significant evolution from copywriting’s direct sales origins.

Core Responsibilities of a Successful Copywriter

Understanding the breadth of responsibilities that come with the role of a copywriter is crucial for anyone looking to excel in this field. At its core, copywriting involves crafting compelling messages that drive action, but this broad definition barely scratches the surface. A successful copywriter must navigate through various tasks, each requiring a unique set of skills and an in-depth understanding of the target audience . From creating attention-grabbing headlines to developing engaging content that resonates with readers, the job is both diverse and dynamic.

One of the primary duties is to generate content that aligns with the client’s goals and audience’s needs. This involves:

  • Researching and understanding the target market to ensure the content is relevant and appealing.
  • Writing clear, persuasive, and original copy for various platforms, including websites, emails, social media, and advertisements.
  • Editing and revising copy based on feedback, ensuring the final product is polished and effective.

These tasks demand not only creativity and writing proficiency but also the ability to adapt to different tones and styles, depending on the project.

Another critical aspect is collaboration and project management . A copywriter often works closely with other team members, such as designers, marketers, and project managers, to ensure that the written content fits seamlessly within broader marketing campaigns . This requires:

  • Effective communication skills to share ideas and receive feedback.
  • The ability to work under tight deadlines and manage multiple projects simultaneously.
  • A keen eye for detail and a commitment to maintaining high-quality standards across all content.

By mastering these responsibilities, a copywriter can significantly contribute to a brand’s success, driving engagement and converting readers into customers.

Mastering the Art of Persuasive Writing for Copywriting

Mastering the art of persuasive writing is crucial for any copywriter aiming to engage and convert their audience. This skill set goes beyond mere writing ability, encompassing a deep understanding of human psychology and the factors that drive decision-making. Persuasive writing involves crafting messages that resonate with readers on an emotional level, encouraging them to take action. To excel in this area, copywriters must develop a keen insight into their target audience’s needs, desires, and pain points.

To become proficient in persuasive writing, several key skills are essential. These include:

  • Understanding your audience: Knowing who you are writing for is the first step in persuasive writing. This involves researching and developing personas for your target market.
  • Clarity and conciseness: Your message should be clear and to the point. Avoid jargon and complex language that might confuse the reader.
  • Emotional appeal: Connecting with your audience on an emotional level can significantly increase the effectiveness of your copy. This involves using storytelling and focusing on benefits rather than features.
  • Strong call-to-action (CTA): Every piece of persuasive writing should encourage the reader to take a specific action. A compelling CTA is direct and easy to understand, making it clear what the reader should do next.

Essential Research Skills for Effective Copywriting

Delving into the heart of copywriting, one quickly realizes that meticulous research underpins every successful campaign. It’s not merely about crafting persuasive words; it’s about understanding the product, the market, and the audience at a granular level. A copywriter must be adept at gathering and synthesizing information from a variety of sources. This includes analyzing competitor content, understanding customer feedback, and staying abreast of industry trends. The ability to distill complex information into actionable insights is crucial. It enables the creation of content that resonates with the target audience, thereby increasing engagement and conversion rates .

To excel in research, a copywriter should develop a systematic approach. This can be broken down into several key steps:

  • Identifying the target audience: Understanding who the content is for is the first step in any research process. This involves demographic and psychographic analysis to grasp the audience’s needs, preferences, and pain points.
  • Competitor analysis : Analyzing what competitors are doing can provide insights into what works and what doesn’t within your industry. This can help in differentiating your message and positioning your product or service more effectively.
  • Keyword research: In the digital age, identifying the right keywords is essential for SEO. This involves understanding what potential customers are searching for online and how they are searching for it.
  • Gathering customer feedback: Direct feedback from customers can provide invaluable insights into what they value about your product or service and areas for improvement. This can guide content creation to better address customer needs and concerns.

By honing these research skills, a copywriter can significantly enhance the effectiveness of their content, ensuring it is both relevant and compelling to the target audience.

The Role of SEO in Modern Copywriting Strategies

Today’s copywriters must navigate a landscape where search engine optimization (SEO) plays a crucial role in determining the visibility and success of content online. The integration of SEO into copywriting is not just about peppering articles with keywords; it’s about crafting content that resonates with both search engines and human readers. This dual focus requires a deep understanding of how search algorithms work and what audiences seek online. To excel in modern copywriting, professionals must develop a strategic approach that balances these elements effectively.

Key skills needed for incorporating SEO into copywriting include:

  • Keyword Research: Identifying the right keywords is foundational to SEO. Copywriters must be adept at using tools and techniques to find keywords that are relevant, have high search volume, and low competition.
  • Content Optimization: Beyond keywords, understanding how to structure content, use meta tags , and create engaging titles and descriptions is vital. This ensures content is not only found but also clicked on.
  • Analytics: The ability to analyze content performance through tools like Google Analytics is crucial. It allows copywriters to see what works, what doesn’t, and how to improve future content for better SEO results.

Crafting Compelling Calls-to-Action: A Copywriter’s Secret Weapon

Creating a powerful call-to-action (CTA) is crucial for converting readers into customers. A well-crafted CTA can guide users towards the desired action, whether it’s making a purchase, signing up for a newsletter, or downloading a guide. The key to success lies in understanding the audience’s needs and crafting a message that resonates with them. However, finding the right balance between being persuasive and not coming off as pushy can be challenging. The effectiveness of a CTA depends on its ability to stand out and compel the audience to act without making them feel coerced.

One of the pros of mastering CTA creation is the significant impact it can have on conversion rates. A compelling CTA can be the difference between a user engaging further with your brand or leaving your page. It’s a tool that, when used effectively, can drive sales and increase customer engagement . On the downside, creating an effective CTA requires a deep understanding of your audience and continuous testing. What works for one demographic might not resonate with another, making it necessary to constantly refine and adapt your approach .

Moreover, the digital landscape is saturated with content, making it harder for messages to stand out. A copywriter must be creative and innovative to craft CTAs that capture attention in a crowded market. This involves not only writing skills but also a good grasp of design principles and user experience . The challenge is to remain authentic while persuading the audience to take action. Despite these challenges, the ability to craft effective CTAs remains a valuable skill in a copywriter’s arsenal, capable of significantly boosting a brand’s online presence and customer interaction.

Navigating the World of Social Media Copywriting

Engaging with an audience on social media requires a unique set of skills and an understanding of how different platforms operate. Effective social media copywriting is not just about crafting compelling messages; it’s about creating content that resonates on a personal level with readers, encouraging interaction and sharing. The ability to write concise, impactful copy that adheres to the character limits and user expectations of platforms like Twitter, Instagram, and Facebook is crucial.

One of the key challenges in social media copywriting is maintaining a brand’s voice across various platforms while tailoring the message to fit the specific audience and format of each site. This means not only understanding the nuances of each platform but also being able to adapt and evolve strategies as these platforms change and new ones emerge. The undefined nature of social media trends requires copywriters to be flexible and innovative, constantly researching and experimenting to find what works best.

Analytics play a significant role in shaping social media copywriting strategies. By analyzing data on engagement, reach, and conversion, copywriters can refine their approach to maximize effectiveness. This involves a deep dive into metrics to understand what content performs well and why, allowing for a more targeted and data-driven approach to copywriting. Success in social media copywriting is measured not just by the content’s creativity, but by its ability to achieve tangible results for the brand.

Continuous Learning and Adaptation: The Path to Copywriting Mastery

Continuous learning and adaptation are not just buzzwords in the realm of copywriting; they are the very foundation upon which successful careers are built. The digital landscape is in a constant state of flux, with new platforms, technologies, and audience preferences emerging at a rapid pace. For copywriters, staying ahead means being in a perpetual state of learning. It’s about understanding the latest SEO strategies , grasping the nuances of new social media platforms, and adapting writing styles to meet the evolving demands of clients and audiences. This commitment to growth ensures that a copywriter’s work remains relevant, engaging, and effective.

Adaptation in copywriting goes beyond merely keeping up with trends; it involves a deep understanding of how to leverage these changes to create compelling content. Whether it’s mastering the art of storytelling in a tweet or using persuasive psychology in email marketing, the ability to adapt one’s writing style and strategy is crucial. This skill set enables copywriters to craft messages that resonate with a diverse audience, driving engagement and conversions. Adaptation and versatility are, therefore, key attributes that distinguish the proficient copywriter from the average.

In conclusion, the path to copywriting mastery is one that requires a commitment to continuous learning and the flexibility to adapt to an ever-changing digital landscape. By embracing these challenges, copywriters can develop a versatile skill set that allows them to create impactful, relevant content across various platforms. Continuous learning and adaptation are not just strategies for staying current; they are the cornerstones of a successful copywriting career, enabling professionals to thrive in a competitive and dynamic field.

Frequently Asked Questions

How do i start a career in copywriting with no experience, what tools do professional copywriters use to enhance their writing, how important is understanding consumer psychology for a copywriter, can copywriting be self-taught, or do i need formal education, what is the difference between copywriting and content writing, how do i measure the success of my copywriting efforts, is it necessary to specialize in a particular industry as a copywriter, related posts:.

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7 Copywriter Fundamentals Skills for a Successful Career Journey

copywriter skills

Table of Contents

Having copywriter skills will help you become a better digital marketer, content producer, CEO, designer, researcher, video editor, and more. Copywriters are needed by a wide range of sectors. Thus, their services are always in demand. Copywriting is a fascinating profession with rewarding freelance employment alternatives and significant income potential. You must be able to communicate clearly and engage in your writing. Concise and compelling messages are key components of copywriting. 

To excel in this profession, mastering fundamental skills is essential. In this guide, we’ll explore seven core skills that every aspiring copywriter should develop. From understanding your target audience to perfecting grammar and punctuation, these skills encompass research, creativity, and adaptability. Whether you’re just starting or looking to enhance your copywriting abilities, these fundamentals will help you on your journey to success.

What Makes a Copywriter Successful?

Creative copywriters May come up with distinct and interesting ideas, concepts, and storytelling strategies that stand out in the copy. A copywriter must be familiar with the foundations of advertising to market themselves and attract clients or target audiences. Successful copywriters explain your label and viewers. They possess a firm grasp of the psychology of persuasion. They achieve a broad knowledge of marketing campaigns and digital advertising by conducting extensive research and reading. Copywriting successes lead to better career opportunities in the digital world.

Benefits of Gaining Copywriter Skills

  • Copywriting skills are versatile and applicable across various industries and mediums.
  • Proficiency in copywriting opens doors to diverse job roles and freelance opportunities.
  • Copywriters learn to convey ideas clearly and persuasively.
  • Skills aid in content creation and marketing essential for brand promotion.
  • Copywriters understand how to optimize content for search engines, enhancing online visibility.
  • Strong copywriting abilities often command higher pay rates and freelance project fees.
  • Copywriting allows for creative expression and storytelling.
  • Copywriters develop critical thinking skills to craft persuasive messages.
  • Skills can enhance personal branding and online presence.
  • Copywriting skills transcend language barriers, reaching a global Audience.

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Copywriter Needs: Skills Lists

Writing skills .

Writing skills are one of the copywriter skills that are vital today as the basis for effective communication in several private and competent situations. An intense grip on writing methods eases the interchange of thought and information and develops the clearness of one’s messages among various platforms. Just like an effective newsletter of an organization and shows a unique writing style. Concise and compelling messages are characteristics of a good copywriter skill. You need to write a topic that is engaging to the audience. Select the best words that involve your readers and can write great transitions.

Editing Skills

Editing skills are critical for refining written or visual content, ensuring its clarity, coherence, and effectiveness. Proficient editors possess a keen eye for grammar, punctuation, and style, allowing them to correct errors and improve readability. They also assess content for consistency, flow, and adherence to a specific tone or message. Strong editing skills are invaluable for producing high-quality written materials, from academic papers and marketing collateral to journalistic articles and creative works.

Technical Skills

Technical skills are the specialized knowledge and expertise required to perform specific tasks and use specific tools and programs in real-world situations. Diverse technical skills are necessary for almost every field and industry, from business administration to health care and education. The capability to utilize content management systems, create web pages, apply main data formatting, and other tasks are some of the skills that copywriters need to be successful in the online and digital atmosphere. So, before hiring a technical writer, they need to be screened on the technical skill expertise .

Communication Skills

Communication skills are the ability to converse or share ideas and feedback effectively. Many experts believe that communication skills include: Convey communications without misleading or confusing others. Communicate effectively with a variety of people in different life situations. It is considered one of the strong points of a job posting. This also includes good listening skills, empathy, confidence, appropriate tone of voice, and ability to respond.

Creative Thinking Skills

Creative thinking skills are essential cognitive abilities that enable individuals to generate innovative and original ideas, solve complex problems, and approach challenges with fresh perspectives. These skills encompass imagination, flexibility, and the capacity to connect seemingly unrelated concepts to produce novel solutions and concepts. Cultivating creative thinking skills enhances one’s ability to excel in various fields, fostering innovation, adaptability, and creative problem-solving in both personal and professional contexts.

Research Skills

Research skills refer to the ability to search for, find, extract, arrange, gauge, and use or present information that is relevant to a particular topic. It can also be defined as the ability to locate a solution to a question or problem. It involves your capability to collect information regarding an issue and evaluate details of information to support a solution. Research skills are essential to improve your career as they directly relate to your ability to gain insight and inspire action in both yourself and others.

Interpersonal Skills

Interpersonal skills are essential for effective communication and building positive relationships with others. These abilities encompass active listening, empathy, and the capacity to Express oneself clearly and respectfully. Interpersonal skills also involve conflict resolution, teamwork, and the ability to adapt communication styles to different personalities and situations. Strong interpersonal skills contribute to harmonious interactions in both personal and professional settings, fostering collaboration, understanding, and a more conducive environment for achieving shared goals.

Ways to Enhance a Copywriter’s Skills

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Build Up Writing Abilities

Upskill your writing skills through strong research and thinking skills, capacity to adjust, staying updated, writing regularly if possible, writing every day, reading as much as you can, reading what you want to write, and getting feedback. Review grammar and spelling basics since it is the foundation of good writing. And know some common fixes. Effective content writing skills are most important for copywriter skills.

Hone Technical Abilities

Honing technical abilities is a vital process that involves consistent efforts to refine and strengthen one’s expertise in specific technical domains. It encompasses continuous learning, practical application, and staying updated with evolving technologies and tools. Whether it’s developing coding skills, mastering data analysis techniques, or becoming proficient in digital marketing strategies, honing technical abilities not only enhances individual competence but also opens up new career opportunities and contributes to personal and professional growth in an increasingly tech-driven world.

Enroll in an Online Class

Enrolling in an online class offers numerous benefits. It provides flexibility and enables you to learn at your own pace and on your schedule. Online classes often cover a wide range of subjects and are accessible from anywhere, eliminating the need for physical attendance. Additionally, they can be cost-effective, reducing the expenses associated with traditional classroom education while providing opportunities to enhance skills, advance careers, and achieve personal and professional goals.

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How to choose the perfect topic for your content writing? 

Choosing the perfect topic for your content writing involves several key steps. First, identify your Target Audience and their interests, ensuring that your chosen topic aligns with their needs and preferences. Next, conduct keyword research to gauge the topic’s search demand and competitiveness, aiming for a balance between relevance and opportunity. Finally, consider your expertise and passion, as writing about a subject you’re knowledgeable and enthusiastic about will not only make the process more enjoyable but also result in more engaging and valuable content.

What are jobs available for having copywriter skills?

Individuals with copywriter skills can pursue various job opportunities across industries. They can work as content writers or editors for digital marketing agencies, creating website copy, blog posts, and social media content. They May also find roles as technical writers, crafting clear and concise documentation, or as advertising copywriters, developing compelling ad campaigns for agencies or in-house marketing teams. Additionally, positions in public relations, content management, and freelance writing are viable options for those with strong copywriting abilities.

How does copywriting play an important role in search engine optimization/SEO?

Copywriting is integral to SEO as it involves creating content that incorporates relevant keywords and phrases, improving a website’s visibility in search engine results pages (SERPS). High-quality, optimized copy not only attracts organic traffic but also engages and retains visitors, reducing bounce rates and increasing time spent on the site, which are factors search engines consider when ranking pages. Additionally, effective copywriting can earn backlinks and social shares, enhancing a website’s SEO authority and credibility.

Concluding Thoughts

Copywriters are skilled in crafting persuasive and engaging written content for various mediums, such as websites, advertisements, emails, and marketing materials. They possess a deep understanding of their Target Audience, can adapt their tone and style accordingly, and excel in storytelling. Copywriters employ effective use of grammar, punctuation, and language to convey messages clearly and convincingly. They also often know SEO principles to optimize content for search engines and enhance its discoverability. Now that you learned a lot about copywriter skills. I bet that you are a lot more excited to face the next step to get to your goal in your career in different areas in the industry, where copywriting is needed. So good luck!.


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Joe Troyer is the Founder of Digital Triggers. He is leading expert in all things Internet Marketing: Pay Per Click Marketing, Search Engine Optimization, Google Business, Reputation Management, Landing Page Conversion, and Call Tracking.

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13 copywriting skills your writer needs to have

Anyone can string words together to form a sentence – but to authentically and effectively convey a message and create a connection with a reader? That’s something completely different. If you’re curious about what makes a copywriter so great at their job or are looking to develop your own copywriting skills, learn about the essential skills every writer needs to have right here.

research skills for copywriter

copywriting: an underrated art

When you think about creative roles, a writer might not be the first person to come to mind – but copywriting really is an art. The content your customers see, and connect with, wouldn’t be possible without copywriters – the same way it wouldn’t be possible without a carefully curated brand. Writers are a hugely underrated part of marketing teams, and the art of copywriting itself is heavily underestimated. 

While it’s true that marketers boast a range of varied skills, it doesn’t automatically mean that they’re able to produce unique, impactful copy. Copywriting is a very specific skill, and requires way more than just a solid grasp of the written word. It draws on skills from both sides of marketing – technical know how and artistic flair. 

Pretty much anyone could open their laptop, start a document and churn out a 1000 word article. But will it be readable? Engaging? Grammatically correct? Factually sound? Unique? Optimised?

A really good copywriter can answer yes to all of those questions and more, without hesitation. And that’s what defines exceptional copywriting skills. It’s being able to cover a pretty wide criteria for every piece of content they create – seamlessly and efficiently. 

essential copywriting skills 

So, what copywriting skills should you be looking for in a really good writer? Whether you’re a writer yourself looking for ways to improve and build on your current skill set, or a hiring manager wanting to fill a copywriter-shaped hole in your company, there are quite a few copywriting skills to be aware of. We’ve whittled them down to 13 essentials that come together to create an unbeatable content skill set. 

  • writing skills 
  • attention to detail
  • communication skills
  • research abilities
  • SEO awareness
  • user experience
  • versatility 
  • editing skills
  • content marketing knowledge
  • ability to streamline information

So, let’s dive in! 

writing skills

Of course, first and foremost a copywriter needs to have good writing skills. Each piece they create should be grammatically correct and contain no spelling mistakes – that goes without saying. But this isn’t all that constitutes good writing skills. A writer needs to be able to craft articles, blogs or guides that are coherent, concise and engaging. Remember that 1000 word article we mentioned earlier? If it’s full of waffle, it’s not an example of good writing. 

A gifted copywriter can wield language like a paintbrush to create a unique piece of art each time they come to their keyboard. They do this by using a range of different linguistic elements, including:

  • varied sentence structures
  • different punctuation
  • specific vocabulary suited to the topic
  • engaging headings 
  • metaphors and expressions to illustrate their points.

When you can weave these elements into a piece, it won’t just read correctly, but seamlessly. Each time a reader opens a book, blog page or email, they’re taken on a journey, and really good writing makes sure that there are no bumps in the road. 

This one is heavily linked to the previous point we’ve just covered, but it’s such an important factor that it definitely deserves mentioning on its own. When you think about attention to detail, it’s likely your mind goes to things like spelling and grammar. But that’s  just the tip of the iceberg. 

Paying attention to specific details about a piece of content means that a copywriter can tailor their writing to the client’s distinct tone of voice and make the reader’s experience as smooth as possible. And it’s one of the copywriting skills that not all writers are guaranteed to have. 

Having an eye for the small details encompasses a lot of different scenarios, and here are just a few, so you know what we mean when we talk about the small things:

  • not switching tenses in sentences or paragraphs
  • avoiding the repetition of words or phrases
  • using consistent formatting, for example with dates or punctuation
  • writing in the correct locale 
  • choosing words or vocabulary that reflect the piece’s tone of voice.

As we mentioned at the start of this blog – copywriting is an art form. So for a copywriter to do their job well, they have to be creative – there’s no two ways about it. Creativity is the edge that takes a standardised, boring piece of content and turns it into something that’ll win those clicks, purchases or sign ups. Because after all, that’s the core purpose of copywriting: to convert a reader to a customer. And there’s no more effective way to do that than with some innovative ideas. 

The writing process for a content writer starts way before the crafting. Most of the time, copywriters are given a detailed copy brief – complete with research, keywords, tone of voice guidelines and an outline of the piece. For a content writer, they’ll do this – before crafting even begins. This is where creativity plays such an important role – it allows content writers to brainstorm topics, figure out new ways of writing about the subject and ultimately create a more engaging and effective piece. There’s a lot of content out there, and when we say a lot – we mean that on average, 116 new blogs are published on the internet every second. If brands want to contribute pieces that have a chance of cutting through the endless sea of content, then they need to be original and inspired.

research skills for copywriter

A skilled copywriter will also be able to use their creativity to take even the most boring of briefs and really bring it to life with new ideas, angles or structures. This includes when it comes to creating headlines to pull readers in. In fact, 80% of readers read headlines opposed to the 20% who actually read the content – making each word of that title a vitally important choice. And a little creativity in this area will help your headlines stand out from the sea of other content that comes up in a reader’s Google search – creating that all-important spark of a connection with them. 

Even for technical writers who focus more on white papers or guides, creativity is still a big part of their role. Although they don’t need to think of original themes or inventive metaphors in their work, they do need to find new and unique ways to deliver information. This requires some ‘out of the box’ thinking that can only be done with a bit of creative flair brought to each brief. 

No matter your job role, you’ll need to have a range of ‘soft skills’ to help you do your job better. One of them that ties in very closely with copywriting skills is the ability to effectively and clearly communicate. Content is often collaborative, so copywriters need to work with others. Whether it’s with project managers, editors or the client, being able to articulate thoughts, ideas and opinions as a copywriter is crucial. 

And this is where askInput comes in. It’s a new voice-messaging service that gives you niche-specific knowledge in seconds. For copywriters this is invaluable because it guarantees expert-rich content from the client, from the start – meaning less time researching and more time crafting. It’s a win win.

As the nature of creating content is so subjective, it’s likely that the person reviewing work – editor or client – will have a different opinion or perspective to the person who wrote it. That’s why it’s so important for copywriters to be able to communicate well – from taking on feedback or explaining their creative choices. There will inevitably be some back and forth between editors or clients and copywriters, and good communication skills help to avoid any friction in these exchanges. The most important thing to focus on is getting the email, product description or social post to the highest quality possible. 

research skills for copywriter

Also, from a writing perspective, expressing thoughts and ideas authentically lends itself to a copywriter’s work too. Being an effective communicator means you’ll be able to translate that into your content – enabling you to get points across clearly and engage your reader. 

One of the most crucial skills a content writer possesses is knowing how to effectively and efficiently research. While many of us writers specialise in particular areas and have our favourite subjects, we need to get our facts right – no matter what we’re writing about. So that means being able to seek out the relevant and correct information to use in the content we’re writing. 

Research can take a long time to carry out, especially when someone is searching for very specific information or data to back up their writing. If a content writer isn’t well versed in research techniques, a lot of time can be wasted if research isn’t carried out properly. And as a part of what makes a great content writer is efficiency – knowing how to research well is important. 

This one is especially important when it comes to writing for more technical clients or about fact-based subjects. From health and pharmaceuticals to insurance, highly specialised areas demand accurate information. If the right information isn’t found and used in the piece, it can compromise its quality – and the client’s reputation. 

You might think this is a bit of a rogue choice, but a copywriter who doesn’t write with empathy will find it impossible to do their job – anyone in the marketing field would for that matter. One of the main purposes of marketing is to connect with people in order to secure sales, so it makes sense that marketers need to understand their customers. The best way to do that is to put themselves in their customers’ shoes to gain insights into what their wants, needs and pain points are. 

Now, this information will shape a company’s marketing activities and give them the best chance of creating those all-important connections with customers.

To write with empathy means that at each stage of the copywriting process, a writer considers the following questions:

  • What does the reader want or need to get out of this content?
  • How do I want the reader to feel?
  • What would solve their problems or answer their questions?
  • How can the content I’m writing best do that?

Getting into the mind of a reader enables a gifted copywriter to shape their content around the wants and needs of the customer. It could be as small as a tagline for an ad or as detailed as a ‘How To’ guide for a product – but bringing a deep understanding of the target of the content means it’ll perform at its best, every time. Whether the content being created aims to win a click, sale or follow, it’s always better with a human touch.  

And that’s why it’s worth mentioning that empathetic copywriting is more effective at creating meaningful relationships with customers. Because it conveys the human side to a brand, your audience is way more likely to identify with (and buy from) your company if they feel that you care about them. Of course, customers know that a business’s main priority is to make money and secure sales. But purchasing decisions are becoming increasingly based on customers’ personal stake in the companies they buy from, and empathetic content is nothing short of essential for modern marketers.  

We couldn’t pen a piece about copywriting skills and not mention one of the most important ones of all! SEO (Search Engine Optimisation) is a truly powerful digital marketing tool that businesses have at their disposal for reaching new customers online. And because keywords are a big part of front-end SEO practices, a good copywriter needs to know how to use SEO in their writing. 

And it’s not enough to just pepper in keywords throughout a blog or web page – keywords need to be seamlessly integrated with copy and used in the right places to maximise a website’s ranking chances. Google is smart, and it knows when keywords have been thrown in for good measure or even been overused. 

By having (or being) a copywriter who’s well versed in all things SEO, a lot of time can be saved in the content creation process by weaving in SEO practices as content is created – as opposed to optimising it afterwards. Plus, this is actually better for SEO results and gives the best chance of ranking higher for keywords.

Most commonly associated with design, user experience is a practice that has the capacity to really maximise the effectiveness of copy – no matter the medium. It’s best described as any action that improves or eases someone’s experience when using or browsing a website, and refers to a range of different areas, including:

  • accessibility
  • responsiveness and speed
  • visual design.

You might be wondering how this ties into a copywriter’s skills – it all sounds very much like someone else’s job, right? But copywriters are just as much a part of the user’s journey when browsing a web page as the designers are. Like design elements, colours and page layouts, the copy on a web page is a key part of creating a positive, seamless experience. When a copywriter considers the experience a reader will have, whilst consuming the content they create, they’ll be able to guide them more effectively to the relevant action or conclusion. 

Something that user experience and copywriting have in common is that the user (or reader for copywriters) sits at the centre. They are the single most important player for determining the success of a project. And having knowledge of how to create a seamless user experience will always level up a copywriter’s work. 

examples of considering user experience when writing copy:

  • breaking up large walls of text with headings, bulleted lists or images
  • including a call to action to ‘click the link in bio’ when writing microcopy for Instagram
  • providing a bulleted summary at the beginning of a long-form blog
  • developing an extended metaphor to explain a concept throughout a piece of writing.

Each of these improve the user’s experience when reading your copy by doing one (or more) of the following:

  • making the user’s life easier
  • delighting the user
  • capturing and keeping their attention
  • providing answers to their questions quickly and simply.


One of the most valuable skills a copywriter can have is versatility. Whether it’s snappy tweets or engaging emails, a highly-skilled copywriter will be competent across different platforms, mediums and styles of writing. They’ll be comfortable pivoting from a long form blog to lively ad copy all in the same day, and will thrive on the variety. Although we’ve made it sound pretty simple there, it’s quite a skill to be able to do that and not lose that laser-like focus on your work. But it’s something that comes naturally to a gifted copywriter.

When we talk about versatility – it’s not just about what copywriters can create – it’s also about how they do it. The same way they can jump between different mediums, they can write in a range of different tones of voice to suit both the subject and client. And it’s here that you see how copywriters really are wordsmiths. A copywriter can just as easily (and flawlessly) write in a playful, witty tone as a reserved yet helpful voice for a different project.

While there are whole job roles reserved for editors – whose sole responsibility is to make sure that each piece of content published is impeccably accurate, flows well and abides by the client’s tone of voice – copywriters need to know how to edit too. It’s a natural part of the writing process, allowing copywriters to continuously improve their work as they’re writing. And, the last thing an editor wants is to receive a messy, unrefined first draft.

They say your first idea is often not the best, and this thinking applies hugely to copywriting. When a writer first puts their fingers to their keyboard, they’ll likely make spelling mistakes, and struggle to structure their sentences perfectly. But having an eye for detail and taking the time to go back over their work will help them catch any slip ups, but also develop their ideas and writing more deeply. 

This one probably goes without saying, but being able to draw on a wealth of knowledge about content marketing makes copywriters much better at their jobs. Understanding the role that the content they create plays in a wider marketing strategy means they’ll be able to write more impactful, effective content – that achieves its goals. This doesn’t mean they have to be experts on data analysis or graphic designers, but having an awareness of the wider marketing machine will only provide more insights and knowledge to use in their work. 

If there’s one thing that illustrates the magic that is copywriting, it’s when writers take a complex topic or highly-technical concept and make it understandable and accessible for everyday readers. Using their mastery of language, skilled copywriters take complicated content and simplify it – without taking away from the accuracy of the information. 

For businesses that work in scientific, medical or highly-technical fields but still need to connect with their customers, copywriters are their best friend and an indispensable asset to their companies. 

research skills for copywriter

Last, but by no means least, is the importance of curiosity. A copywriter who doesn’t have an itch to learn or expose themselves to new perspectives is one who’ll create the same copy over and over. In other words, their writing will be boring. 

But finding someone with that thirst for knowledge, excitement for new things and viewpoints, they’ll be able to imagine amazing possibilities for content, and ultimately level up any brand they write for. 

No matter how talented or experienced a copywriter you become, there’s always more to learn. Taking into account shifting attitudes, approaches and new innovations will keep their content fresh and interesting, which is absolutely essential if you want your content to perform well. 

So, we’ve covered a lot there! To recap, the essential copywriting skills are:

get expert copywriting from the professionals

If you’re looking for writers who possess all 13 of those copywriting skills, are experts in your field and are a pleasure to work with – team writefully’s waiting for you. We’re a bunch of content dreamers who would love nothing more than to help bring your brand to life with the beauty of the written word. 

In fact, you can build a bespoke content bundle or get in touch for a chat about your content needs, right here . 

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5 Essential Copywriting Skills You Need to Be a Copywriter

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While some think that being a copywriter is easy, it requires you to have some the skills to come up with a copy that readers will enjoy reading.

Everywhere you look, you'll come across the work of a copywriter.

Moreover, copywriting is among the most lucrative jobs, with freelance copywriters earning up to $250 per hour.

To become a good copywriter, though, you need adequate knowledge of your niche and a few more skills to improve your writing.

So, whether you've just graduated, or you have some experience in copywriting, it's time to find out the essential skills you need to become a successful copywriter.

What Does a Copywriter Do?

First, if you're interested in becoming a copywriter, you need to know what copywriting entails .

In short, copywriting is all about writing promotional material.

For instance, copywriters are usually responsible for the following:

Creating engaging content for email campaigns and newsletters.

Writing content for websites and provide landing pages copy.

Creating engaging blog posts.

Contributing guest posts to various blogs and websites.

Writing copy for social media advertisements.

Planning video scripts for creating an online course.

Providing accurate product descriptions and headlines.

Being responsible for educational materials like creating presentations and white papers.

Their main goal is to write something that will make the reader engage with the content and lead them one step closer to taking action.

Great writers with outstanding copywriting skills will persuade readers to click, provide their information or purchase.

The goal is always the same: get a reader to take action and convert them into a customer.

How to get started in Copywriting

Copywriting isn't something that you need formal training to do. However, if you want to succeed, you need to get as much experience in the copywriting field as possible.

Start as a freelance copywriter: Starting as a freelancer is much more difficult than working for a company. However, it allows you to be your own boss and work flexible hours. First, you need to learn the ropes, deal with rejection, and find a way to get as many jobs as possible since it's a remote writing job. Succeeding in freelance copywriting will take time. That shouldn't scare you, though. Be patient, try to enrich your portfolio with quality pieces, and experiment with different strategies.

Work in-house as an agency or company copywriter: Finding an in-house copywriting job will offer you a stable income. If you work under a professional copywriter, you'll manage to get valuable advice and hone your copywriting skills more easily. Being in-house has all the pros and cons of working in an office environment. If you aren't afraid of working hard, having deadlines, and dealing with office life, then working in-house will help you succeed faster.

Whether you want to start as a freelancer or as an agency/company copywriter, you need to grow your skills as much as possible.

The more you cultivate your skills and boost your profile, the easier it will be for you to get more opportunities.

Now, let's see what copywriting skills you need to develop.

Have a Passion for Writing

The first copywriting skill you need is, of course, the art of writing. But before you master that, you need to be passionate about it.

While you might have excellent grammar and a vast vocabulary to choose from, if you don't like writing, then your job will be more difficult.

However, if you want to write about different topics and enjoy writing, then this should be a piece of cake for you.

While not every piece of content will be equally interesting, having a positive attitude about writing is one of the principles of a successful copywriting career.

Then, you can start mastering your writing skills .

You can do that by studying numerous copywriting articles, polishing your style, or even attend online writing workshops.

Creative Thinking

Creativity is all about creating something new from scratch.

This way of looking at things from a different angle, and coming up with innovative ideas and solutions is called creative thinking .

As a copywriter, you might need to dive into your creative pool more often than you think.

After all, if you are involved in launching a marketing campaign, you need to come up with an incredible idea that will intrigue your audience and inspire them to take action.

Creative thinking, though, varies from person to person.

If you love writing but have a hard time coming up with creative ideas, you need to find the right techniques to stimulate creative thinking.

Among other things, you can:

Challenge yourself to come up with solutions and ideas that are out of your comfort zone.

Boost your creative reservoirs with content that will inspire you and make you think more creatively.

Embrace new ideas and opportunities to learn something new.

Listen to other people, expand your horizons, and adopt a diverse view of things.

Expanding your way of thinking and embracing new ideas will help you increase your creativity and come up with innovative solutions.

So, don't hesitate to grab the opportunity to learn and evolve at every chance.

Analytical Skills

To be a successful copywriter, you also need to develop your analytical skills and put them into practice as much as possible.

Having analytical skills is all about collecting and analyzing information to come up with the best solutions and decisions.

Copywriters with advanced analytical skills can go through large volumes of data and discover patterns and trends.

Then, they can use them to deliver the right message to the right audience. Being analytical is an important copywriting skill you need to develop as it will assist your career in marketing.

For instance, mastering data analysis is one of the soft digital marketing skills you'll need to start a career in digital marketing.

To develop your analytical skills, you need to see them as a whole consisting of various other skills.

Research Skills

As a copywriter, you will have to write about a plethora of topics. To do so, you might need a variety of resources to back up your claims and make your writing more credible.

Finding the right resources will help your copy stand out.

While researching isn't rocket science, you need to refine your skills to save time and increase your efficiency.

Since the majority of resources comes from online sources, you need to know how to search for information using search engines.

When you find the right sources, though, you also need to make sure that they are indeed legitimate and useful for your content.

For instance, different types of marketing collateral will require very different sources.

Knowing what to look for and where to find it is an essential copywriting skill to improve and simplify your work.

Critical thinking

Critical thinking is a rather complex process. In short, though, this valuable skill is all about analyzing and evaluating ideas based on objectivity and logic.

Evaluating the validity of the information you come across online will help you boost your copywriting skills.

Furthermore, critical thinking will allow you to understand the links between ideas, expand them, and come up with quality content for your readers.

Attention to detail

An eye for detail is among the top skills that graduates list on their CVs.

Thoroughness and accuracy are also among the skills that employers look for in candidates.

The reason is quite simple. If you have strong attention to detail, then you will be able to plan and design your tasks more efficiently.

For copywriting, this means that you will manage to fulfill your tasks in a timely and orderly manner and minimize sloppiness.

Attention to detail is a must copywriting skill for every writer. To boost it, you need to listen and communicate with your teammates and your managers, be diligent, and plan your copy before you write it.

Write for Humans

Sometimes writers forget that the most crucial part of their writing isn't their SEO score but the reader.

Even experienced writers sometimes get caught up in the metrics and forget that the user experience is the most important thing.

Understanding what a reader wants is a valuable skill you need to become a successful copywriter.

Consequently, you should focus on using your copy as a means of providing your audience with actionable solutions.

Learning how to use your keywords will allow you to write better copy and provide your readers with great experiences and the best content.

Since marketing is all about the customer, your copywriting skills will also allow you to expand your marketing skills and become a successful copywriter in the marketing industry.

Master the Art of Headlines

It might seem funny, but headline creation is a skill of its own.

Headlines are the first thing your reader will come across. If your headline isn't appealing, then your audience will be instantly disengaged.

As a result, they won't read your value proposition or even click on your well-planned call-to-action.

Mastering the art of headlines requires practice and a lot of research. The best place to start is to understand your target audience and what they want to see in your headlines.

According to CrazyEgg , highlighting the benefits of your copy in a single line will help you create winning headlines.

But apart from that, finding the right headlines is a process of trial and error.

If you want to write professional and engaging headlines, put them to the test, and don't hesitate to make changes.

Becoming a Copywriter

Mastering the art of copywriting requires a variety of skills to help you succeed.

While you can easily learn or improve these skills, you need to be sure that copywriting is something you like.

In a world where copywriting is sought after by small and large businesses and agencies, you need to find a way to spread your copywriting wings.

Being passionate about writing is the first step to pursue a profitable career as a copywriter.

With the right skills, you will achieve your dreams, improve your writing, and land the copywriting job you always dreamed of.

About the Author

Marilia Dimitriou

Marilia Dimitriou is a Creative Writer working for email marketing automation software Moosend. Her passion for writing has made her find new ways to combine the art of creative writing with SEO copywriting.

When she’s not writing articles, you’ll find her enthusing over marketing tech and automation.

Continue to: Formal and Informal Writing Styles How to Write a Press Release

See also: Writing in Plain English How to Make Your Writing Feel More Personal How to Use the Power of Storytelling to Write Captivating Copy

Copywriting Research – Why It’s Important And How You Can Do It!

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A solid research process may just be the single most important thing to make your copy a success. Copywriting research helps you get clarity on the product you’re selling and gives you a better understanding of your target audience.

But, how does copywriting research work & why is it such an important step in the copywriting process?

That’s exactly what this article covers!

Need some help with your copywriting? Feel free to take a look at my copywriting services – suitable for both small businesses as well as agencies and larger organizations!

Why is research so important for copywriting?

Thorough research is a vital part of writing good copy. Your knowledge of the product or service you are selling and your knowledge of the target audience is nearly always the limiting factor in your copywriting.

You’re expected to write like an expert, even if the topic is completely new to you!

A good copywriter can write effective copy for an industry they are familiar with. A great copywriter can write killer copy for a previously unknown industry.

This is made possible by research and it separates the good from the great (although specialization is still definitely advised to avoid becoming a jack-of-all trades).

Being able to delve deep into a topic and come out with a solid understanding of the industry is an important skill to have. Even if you are writing copy for your own business and products, good research can be the difference between resonating with a client and shouting at them.

To be able to get someone to take action, you need to know what makes them tick.

You also need to know exactly what the product you are selling does. You need to know what problems it solves and what desires it stimulates in your potential clients.

Graphic with question marks indicating the question what should your copywriting research cover?

What should your copywriting research cover?

There are four main steps to take when performing copywriting research.

Graphic with produc boxes indicating researching a product or service

Researching the product/service

It starts with getting to know the product or service you’re writing about. What does the product do? What problem does it solve? What does it look like/feel like/taste like..?

If you can get access to the (physical) product or test the services personally then this helps a lot. This will help your copy be more authentic, as you will be able to describe things you otherwise couldn’t.

Your copywriting can improve drastically just by having first-hand experience with the product you are writing about.

Tip: use sites like Reddit, review websites like TrustPilot and others to get an idea of what other people are saying about the product or service. This will help you understand other people’s opinions and how they see the product/service.

Researching competitors’ products is another part of this step too as it allows you to compare your product with other’s on the market.

Below are some questions you need to answer as part of your research.

• What really stands out about this product?

How does it differ from competing products? Are there any features that are particularly helpful/effective? How durable is it?

Answering these questions will help you hone in on the differentiating factors that the product offers, allowing you to position the product as unique.

• What problems does the product solve? What are the benefits?

Try to focus on the problem(s) that the product solves as opposed to its features. Don’t forget to cover any supporting problems it solves alongside the main problem.

Reviews are a great way of understanding of how the product has helped real users, so they’re worth taking advantage of if there are reviews available.

• What’s less great about this product?

Again, some first-hand experience and customer reviews will really help with this. What problems do people experience when using it? What objections are common? Why would someone opt for another solution instead?

It’s important to know what your product’s shortcomings and limitations are in order to craft good copy. These may be things that set your product apart, so use them wisely.

A great example of this is the “think small” marketing campaign employed by Volkswagen in the US just after world war two. In it, Volkswagen used some of its disadvantages to further emphasize the car’s advantages.

• What is the story behind your product?

Normally, this can be found in the company’s marketing plan, content strategy or even on their about-us page. Keep in mind that not all products/brands will have a solid backstory.

Graphic with people and targets to indicate the target audience

Research the target audience

Understanding your target audience will allow you to resonate with them and understand their needs.

First, you need to know who buys the product that you are selling. Most marketing teams will have a (number of) buyer persona(s) that can help you with this. If not, reviews or data on past sales can be useful, as well as statistics/data found online.

Once you know who the target audience is, you need to know exactly what they want from the product. You need to know what the target audience is looking for when buying your product or a similar one. What problem does it really solve?

This step will help you develop authenticity and target the right audience with a solution to their problem.

Also, try to understand in what context the copy will be seen. Is it copy for social media? A blog post? A poster?

Some questions you may ask yourself:

• Who is your target audience?

This is one that people often assume, but it’s important to base this on facts and data.

Get some data on who really purchases from your brand and who buys from the competitors. Are there any patterns in age, sex, location, income-level, interests etc.?

Some great free tools for this is Facebook’s audience insights and Google Trends.

Speaking with someone within the company you are writing the copy for can also help you better understand the target audience.

If you’re writing for your own company, check out your social media following and the analytics of your website and social channels.

You can combine these “real-time” insights with the market research done in the past to get a clear understanding of your target audience.

• What is the target audience’s “hidden” desire? What problem does your product solve for them?

This can often be found by digging deep into product/industry-specific forums and reviews.

This takes some experience, as people often won’t say exactly what they want but “hint” at it. A basic understanding of human psychology and consumer behavior can help in this step.

You need to read between the lines to do this effectively.

Another great way of researching this is by sitting down and talking with your target audience, or even running polls.

When doing any form of research, it’s best to get your data from a variety of places. People will not always voice their true opinions, so using a variety of data sources will help you get the best possible understanding on a range of different platforms.

Graphic with a graph to indicate market research

Research the market & SEO (depending on if this is necessary)

This is something often left out. However, it may be the most important part of your research if it isn’t done for you.

You need to know where your target audience is to ensure the copy is seen by the right people at the right time in the right place. This is especially obvious when writing blog posts for clients.

If you use the wrong keywords and title, then it won’t matter how good your copy is as it may not be seen by anyone.

The same is true for social media…

Writing a Facebook post is different than writing a Twitter post or a post for LinkedIn. You need to know where your audience is and how they behave on that platform.

Some questions to ask yourself:

• What is currently trending in the industry you are writing for?

There are lots of popular market-specific blogs and news sites where current trends can be found. Make sure to browse through them before writing your copy.

Google Trends is also a great tool to gauge what topics are trending and which ones are losing traction.

On a side note – if you’re not an expert on the industry you’re writing about, make sure to get an expert within the company to check the copy once you’re finished writing it. This will prevent you from making any mistakes that could cause the company to lose credibility.

• Where is your target audience?

Keyword research is one of the best ways to find out where your target audience is.

Just using Google Keyword Planner is fine, although paid tools will provide you with more (detailed) information.

The data isn’t perfect but it will show you what people are (and, more importantly, aren’t) searching for.

Read more about what keyword research is in this post.

Also, make sure to read up on social media user statistics. Some channels are better for certain audience demographics than others.

The Google search results are also worth checking, to see if the keywords you target focus on the right search intent.

An example of a transactional search intent – all search results are pages selling diamond rings.

For example, if all pages are blog posts and you’re writing content for a sales page, it shows that your page won’t match the intent of the search.

Google tailors the search results to the searcher's intent so you can almost always tell what kind of content/web page will work best for each keyword.

Remember to use an incognito window to check the search intent properly and use the advanced search features to tailor the search to a specific language/region.

Graphic with documents and tick signs to symbolize proof

Get the proof!

Now you have all the info you need, there’s one last thing you need to write compelling copy.

Gather pictures that back up your claims about the design. Collect client testimonials and reviews. If you don’t already have these, then run a poll or do some research.

Proof will help you make a better case for your product or service as it supports your claims.

The main question you need to ask yourself here is…

• How do I prove my claims?

It’s important to tailor the proof to the claims you make to ensure your copy is as trustworthy as possible.

Make sure you get great-looking pictures if you are focusing your copy on the design. Make sure you get statistics that will back up your story and claims about the results.

Copywriting research tips and tricks

If you can’t get first-hand experience with a product, then reading reviews that actual customers have written is worth its weight in gold. This will help you see what makes your product stand out from the crowd, as well as understand the product’s shortcomings.

• Don’t overdo it

Research can take a very long time. Make sure you develop a process to complete your research thoroughly and within a reasonable timeframe. This doesn’t mean you should rush it, just don’t get too carried away on unimportant details.

• Remember that understanding an industry takes time

Whether you’re writing copy yourself or hiring a copywriter, it can be worth working from basic topics to more advanced/complex ones. Following a process like this gives the copywriter time to get to know the industry and the foundational concepts before writing about more complex topics.

This is especially helpful in highly technical industries.

As you can see, there’s a lot more that goes into copywriting research than just thinking about what people may want and writing copy based on this. You need to develop a system that allows you to thoroughly and quickly research everything you need to know to write the best copy you can.

Hopefully, this article has given you enough of a head start to start developing your own copywriting research strategy.

If you have any questions after reading this post, feel free to shoot me a message or leave a comment!

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The 9 Traits of Highly Effective Copywriters

Matthew Kane

Updated: October 07, 2019

Published: March 15, 2016

A lot of the oft-cited characteristics of a quality a copywriter are so obvious that one can’t help but wonder if they were written by writers at all. How many must begin with some variant of “strong writing skills,” “a knowledge of the English language,” or the ever-ambiguous “creativity.”

research skills for copywriter

And if the goal of these articles is to take the obvious route, I’d at least like to see one recount the other traits most professional writers seem to have in common -- bouts of anxiety, an all-consuming drive for perfection, and a constant battle with imposter syndrome , in which each well-received piece is credited to a stroke of luck and that the next will ultimately expose you for the fraud you are. You know, the usual.

What I’m getting at here is that if we make the (correct) assumption that every copywriter already possesses the pre-requisites, what then separates the great from the so-so?

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As far as we’re concerned, a good copywriter is:

1) A Top-Notch Researcher and Interviewer 

In an ideal world, a copywriter would also be a subject matter expert, able to rely solely on his immense knowledge to write compelling copy. More often than not, though, copywriters will need to pivot from client to client and sometimes industry to industry. As such, they’ll need to get up to speed -- quickly.

Effective research is not limited to a few Google searches or pouring through collateral that a client may have provided. Although an important and necessary step to a job well done, truly effective copywriters know that interviewing the appropriate stakeholders is just as imperative for two reasons.

One, a conversation with a vested party provides a different point of view, which can help frame the direction of the copy. And two, interviewing an expert is a more efficient way to get to the core of what’s important, as opposed to trying to discern it from a wealth information sans context.  

To do so requires strong interview skills, so we suggest brushing up on those.

2) Knowledgeable About the Intended Audience  

When it comes to why it’s important to understand your audience, legendary copywriter David Ogilvy said, “If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.”

Quality copy, be it ad copy, ebooks, blog posts, or headlines, is more effective when understanding what the intended audiences thinks, speaks, and searches for. Otherwise efforts can result in campaigns that totally miss the mark.  

Of course, gaining an intimate knowledge of an audience is not possible without the necessary research and interview skills.

3) Thirsty to Learn, but Knows When She Is Quenched 

A copywriter can conduct research and interviews, but without an innate thirst for knowledge, her efforts are unsustainable. Chances are, though, that by already working as a copywriter and reading articles about the qualities of an exceptional one, the desire to learn exists. It’s actually the inverse that persists.

Sometimes copywriters become so wrapped up in learning the minutiae of whatever it is they’re researching that they’ll delay writing, believing that there must be some component they overlooked that will strengthen their copy. In other words, they’re unable to see the forest through the trees.

Quality copywriters know their goal should be to learn as much information about the product and the audience as possible to write effective copy -- and nothing more. On tight deadlines, becoming an expert is not viable.

4) Informed 

Here’s a secret about copywriters. At some point or another most copywriters either a) wanted to be a writer, b) are currently writers on the side, or c) are trying to become a writer. Though both creative and involving the written word, copywriting, unlike journalistic or creative writing, is about selling a good or service. Yes, well-written work obviously does a better job at that, but at the end of the day, writing isn’t the product -- it’s a tool used to sell one.

It’s an important distinction. Bad copywriters often stuff their work with purple prose or other literary devices in an attempt to make some sort of high-minded art out of an innocuous project. Or if they’re a little more sophisticated, they try to harken back to the golden age of advertising and long-form copy.

Good copywriters, on the other hand, understand the modern world. They’re knowledgeable about how consumers skim and read, understand the importance of an attention-grabbing headline, can articulate the sales and marketing objectives, and know a thing or two about SEO and keyword optimization. They save the other stuff for after work.

5) Thick-Skinned 

To write is to create something from nothing. As such, the thought of killing your darlings can be a difficult one to bear, even if in doing so the copy becomes that much stronger. But it’s the price that comes with working in such a subjective field.

Always rejecting feedback from others is never a good idea. It can lead to resentment growing and productivity suffering if colleagues feel they are walking on eggshells. Good copywriters believe in their convictions but understand that they may not always be right.

6) Self-Assured 

Though good copywriters should be open to feedback, he or she should also defend their ideas where appropriate. This could range from the small (word choice) to the big (overall direction of the copy). The goal is not to be combative, but to clearly explain the the thought process that led to the decision.  

The truth is clients, editors, and colleagues may not always be right, so a good copywriter doesn’t need to immediately acquiesce. The effective copywriter knows the best course of action is to open to a dialogue where everyone can bring their thoughts to the table.

7) An Anti-Perfectionist 

If a copywriter waited until he or she was “done” with a piece before sending it off to a client, no work would ever be accomplished. What Leonardo da Vinci once said is true, “Art is never finished, only abandoned.”

All serious copywriters innately approach their work hoping to create the perfect, career-defining piece. And more often than not, they’re left unsatisfied. They’ll think “If I just had a little more time,” as they try to capture what seemed so perfect in their head. 

Good copywriters realize that the pursuit of perfection -- while noble -- is futile. They know that they can go on tweaking forever, but understand that “good enough” is exactly that.

8) Willing to Seek Help 

Writing is a solitary activity. Sure, the planning and outlining can be collaborative, and the feedback phase will involve multiple parties, but the actual task of writing can only really be done by a singular person. As a result, many copywriters have the tendency to view themselves as a “lone wolf,” but nothing could be further from the truth. 

No writer became skilled through their own efforts. Through their education and into their career, teachers, professors, editors, and colleagues provided guidance. A good copywriter knows that the mentor/mentee relationship never stops.

Copywriters should seek out mentors who can continually push them to achieve more in their career. Unlike editors that provide feedback on an individual piece of work, mentors provide “big picture” advice necessary to navigate the up-and-downs of a creative career.

At the same time, the good copywriter knows that at a certain point in their career, he or she should mentor younger colleagues.

9) Always Reading

No, we’re not talking about novels, though that’s good too. An exceptional copywriter is always aware of the latest industry trends, often perusing publications like AdWeek , Advertising Age , Digiday, and the ... Agency Post. They never rest on their laurels, and they cringe at coming across as out of touch .

Plus, reading helps copywriters continue mastering the English language.

Don't forget to share this post!

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Technical Copywriting Essentials for 2024: Skills and Examples

This article delivers an in-depth examination of technical copywriting, a critical component of modern marketing communication. Readers will gain insight into this specialised field, understanding its role in various industries, the necessary skillset, and required qualifications.

The piece further illustrates its discussion with tangible examples, helping to demystify this complex, yet vital profession.

Whether you’re an aspiring copywriter or a business professional, this comprehensive guide aims to enrich your understanding of technical copywriting.

Key Takeaways

  • Technical copywriting aims to prompt action from the reader, such as purchasing a product or service.
  • Technical copywriters possess specialised knowledge in a specific industry and address the audience’s concerns to encourage them to take action.
  • Technical writing is crucial for providing clear instructions and achieving desired results, using specialised software to create user manuals and documentation.
  • Technical content writing focuses on providing useful advice to build trust with readers, and is becoming increasingly important in industries like construction.

The Art and Science of Technical Copywriting

In the realm of technical copywriting, one must master both the art of persuasive language and the science of precise technical knowledge to effectively motivate their target audience to take action.

The perfect blend of these technical copywriting skills involves a deep understanding of the product or service, as well as the industry language and jargon. This is used to craft compelling copy that not only informs but also persuades the audience to engage with the product or service.

Various technical copywriting examples showcase this balance, such as product descriptions that highlight unique features while also addressing potential consumer concerns.

Ultimately, the success of technical copywriting hinges on the copywriter’s ability to seamlessly integrate their technical knowledge with persuasive writing skills.

Distinguishing Features of Technical Copywriting in Various Industries

The distinguishing features of technical copywriting, such as its precise language and industry-specific jargon, vary significantly from one industry to another, and understanding these nuances is crucial for a technical copywriter’s success. The language used in the automobile industry, for instance, would be entirely different from that used in the pharmaceutical sector.

Effective technical copywriting requires a clear understanding of the specific language and industry jargon, making it industry-specific and target-oriented. This understanding can significantly enhance the value and impact of technical copywriting across various sectors.

Essential Skills for Effective Technical Copywriting

As a technical copywriter, you need strong research skills for understanding industry-specific jargon and terminologies, and excellent writing skills, to create clear and persuasive content. This amalgamation of skills defines what is copywriting in the technical sphere.

The essential skills for effective technical copywriting include:

  • *Industry Knowledge*: Familiarity with the industry, its products, and its audience is crucial. This includes understanding the technical aspects and being able to translate them into accessible language.
  • *Clarity and Precision*: Writing must be clear, concise, and precise. Avoiding ambiguity is paramount in technical copywriting.
  • *Persuasiveness*: The goal of copywriting is to persuade the reader to take a specific action. Thus, creating compelling and engaging content is essential.

These skills are integral to technical copywriting and significant for a successful career in the field.

technical copywriting examples

Qualifications and Tools for Aspiring Technical Copywriters

Often, aspiring technical copywriters need a strong educational background in a specialised field, along with proficiency in using various content management systems and SEO tools. In the competitive landscape of technical copywriting services, credentials such as a degree in communications, journalism, or a related field, coupled with knowledge in a technical domain, can set them apart.

Understanding SEO is critical as it ensures the content is visible to the target audience. Proficiency in content management systems like WordPress and Drupal is also beneficial for managing and updating content efficiently.

Additionally, strong research skills, the ability to translate complex information into clear, concise copy, and a knack for compelling storytelling are valuable attributes in this field.

Ultimately, continuous learning and adaptation are key to success in technical copywriting.

Real-Life Applications and Examples of Technical Copywriting

In the vast realm of marketing and advertising, there are numerous real-life applications and examples of technical copywriting that have proven instrumental in conveying complex information about a product or service in an engaging and persuasive manner. This is where the comparison of a technical writer vs technical copywriting comes into play.

A technical writer primarily focuses on creating informative, easy-to-understand content such as user manuals and guides, while technical copywriting is about developing compelling, persuasive content to drive a specific action, often a purchase.

For example, a technical copywriter might create an engaging brochure for a software product, highlighting its benefits and persuading potential customers to buy it.

Likewise, a technical writer would create the detailed user manual that helps customers understand how to effectively use this software.

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Frequently asked questions, how can a technical copywriter balance the need to be persuasive with the need to be accurate and informative.

A technical copywriter strikes a balance between persuasion and accuracy by presenting factual, in-depth information in an engaging manner, using persuasive elements without compromising the integrity and credibility of the technical content.

Do Technical Copywriters Need to Have a Background or Degree in the Industry They Are Writing For?

While a background or degree in a specific industry can enhance a technical copywriter’s credibility, it’s not always necessary. They primarily require strong research skills and the ability to translate complex information into accessible content.

How Does the Approach to Technical CopywrITing Differ Between Industries Like IT, Engineering, and Medical Devices?

The approach to technical copywriting varies across industries like IT, engineering, and medical devices due to differences in technical jargon, target audience, regulatory considerations, and the specific technical details each industry requires.

What Are Some Specific Tools or Software That Can Improve the Efficiency and Effectiveness of Technical Copywriting?

Specific tools to enhance technical copywriting include Grammarly for grammar and style checks, Hemingway Editor for readability, Google Docs for collaboration, and keyword tools like SEMrush for SEO optimisation. These can improve efficiency and effectiveness.

Can You Provide Examples of Unsuccessful Technical Copywriting and Explain What Went Wrong in These Cases?

Unsuccessful technical copywriting often stems from a lack of clarity, excessive jargon, or failure to engage the audience. For instance, a product manual filled with complex terminologies can confuse readers instead of guiding them.

In conclusion, technical copywriting stands as a critical conduit, translating industry-specific information into comprehensible language for consumers.

Proficiency in this field necessitates a blend of specialised skills and qualifications, honed by practical application across diverse industries.

This comprehensive exploration underscores the unique features and impactful role of technical copywriting, offering valuable insights and examples for those seeking to understand or pursue a career in this essential aspect of marketing communication.

Discover the ScioWire research newsfeed: summarised scientific knowledge ready to digest.

Andrew Luck Still Has A Cannon, Earns $1M For Cancer Research With Throws In Electric Video

Despite his early retirement, Andrew Luck still has a cannon for an arm. And he's putting it to good use.

On Friday night, the Indianapolis Colts held their 12th annual Chuckstrong Tailgate Gala. Named after former Colts coach and cancer survivor Chuck Pagano , the event raises awareness and money to combat the deadly disease. And this year, the franchise welcomed its former four-time Pro Bowl quarterback to participate in the festivities.

"It's great. I get excited coming back to this building," Luck told reporters . "I get excited seeing Colts stuff and the horseshoe and seeing familiar faces. There's still a ‘turn in’ that feels real, that's what we did for so many years. So, it's fun to support, fun to give back, just like Chuck is giving back to this community."  

research skills for copywriter

(Credit: Grace Hollars/Indy Star vis USA TODAY)

Luck famously retired from football in 2019 after seven seasons. At the age of 29, Luck abruptly announced his retirement just two weeks before the start of the season. He cited his recurrent cycle of injuries and rehabilitation as the primary reason for hanging up his cleats.

But that doesn't mean he can't still toss a pigskin. And that's exactly what he did Friday at the fundraiser. In a carnival style game, the Colts set up a board with 16 cutouts of Pagano's face. Colts owner Jim Irsay said he would personally donate $1 million if Luck and Pagano could knock down all 16 with footballs in 60 seconds.

Easy. Watch.

"Watch how Andrew pushes Chuck out of the way and takes over in the clutch," Irsay posted on X Saturday morning.

All in all, the event raised $1.5 million to benefit Indiana University's Simon Comprehensive Cancer Center. Since its beginning, the Chuckstrong Gala has amassed a whopping $15.5 million for cancer research.

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  • 10 April 2024

How to supercharge cancer-fighting cells: give them stem-cell skills

  • Sara Reardon 0

Sara Reardon is a freelance journalist based in Bozeman, Montana.

You can also search for this author in PubMed   Google Scholar

A CAR T cell (orange; artificially coloured) attacks a cancer cell (green). Credit: Eye Of Science/Science Photo Library

Bioengineered immune cells have been shown to attack and even cure cancer , but they tend to get exhausted if the fight goes on for a long time. Now, two separate research teams have found a way to rejuvenate these cells: make them more like stem cells .

Both teams found that the bespoke immune cells called CAR T cells gain new vigour if engineered to have high levels of a particular protein. These boosted CAR T cells have gene activity similar to that of stem cells and a renewed ability to fend off cancer . Both papers were published today in Nature 1 , 2 .

The papers “open a new avenue for engineering therapeutic T cells for cancer patients”, says Tuoqi Wu, an immunologist at the University of Texas Southwestern in Dallas who was not involved in the research.

Reviving exhausted cells

CAR T cells are made from the immune cells called T cells, which are isolated from the blood of person who is going to receive treatment for cancer or another disease. The cells are genetically modified to recognize and attack specific proteins — called chimeric antigen receptors (CARs) — on the surface of disease-causing cells and reinfused into the person being treated.

But keeping the cells active for long enough to eliminate cancer has proved challenging, especially in solid tumours such as those of the breast and lung. (CAR T cells have been more effective in treating leukaemia and other blood cancers.) So scientists are searching for better ways to help CAR T cells to multiply more quickly and last longer in the body.

research skills for copywriter

Cutting-edge CAR-T cancer therapy is now made in India — at one-tenth the cost

With this goal in mind, a team led by immunologist Crystal Mackall at Stanford University in California and cell and gene therapy researcher Evan Weber at the University of Pennsylvania in Philadelphia compared samples of CAR T cells used to treat people with leukaemia 1 . In some of the recipients, the cancer had responded well to treatment; in others, it had not.

The researchers analysed the role of cellular proteins that regulate gene activity and serve as master switches in the T cells. They found a set of 41 genes that were more active in the CAR T cells associated with a good response to treatment than in cells associated with a poor response. All 41 genes seemed to be regulated by a master-switch protein called FOXO1.

The researchers then altered CAR T cells to make them produce more FOXO1 than usual. Gene activity in these cells began to look like that of T memory stem cells, which recognize cancer and respond to it quickly.

The researchers then injected the engineered cells into mice with various types of cancer. Extra FOXO1 made the CAR T cells better at reducing both solid tumours and blood cancers. The stem-cell-like cells shrank a mouse’s tumour more completely and lasted longer in the body than did standard CAR T cells.

Master-switch molecule

A separate team led by immunologists Phillip Darcy, Junyun Lai and Paul Beavis at Peter MacCallum Cancer Centre in Melbourne, Australia, reached the same conclusion with different methods 2 . Their team was examining the effect of IL-15, an immune-signalling molecule that is administered alongside CAR T cells in some clinical trials. IL-15 helps to switch T cells to a stem-like state, but the cells can get stuck there instead of maturing to fight cancer.

The team analysed gene activity in CAR T cells and found that IL-15 turned on genes associated with FOXO1. The researchers engineered CAR T cells to produce extra-high levels of FOXO1 and showed that they became more stem-like, but also reached maturity and fought cancer without becoming exhausted. “It’s the ideal situation,” Darcy says.

research skills for copywriter

Stem-cell and genetic therapies make a healthy marriage

The team also found that extra-high levels of FOXO1 improved the CAR T cells’ metabolism, allowing them to last much longer when infused into mice. “We were surprised by the magnitude of the effect,” says Beavis.

Mackall says she was excited to see that FOXO1 worked the same way in mice and humans. “It means this is pretty fundamental,” she says.

Engineering CAR T cells that overexpress FOXO1 might be fairly simple to test in people with cancer, although Mackall says researchers will need to determine which people and types of cancer are most likely to respond well to rejuvenated cells. Darcy says that his team is already speaking to clinical researchers about testing FOXO1 in CAR T cells — trials that could start within two years.

And Weber points to an ongoing clinical trial in which people with leukaemia are receiving CAR T cells genetically engineered to produce unusually high levels of another master-switch protein called c-Jun, which also helps T cells avoid exhaustion. The trial’s results have not been released yet, but Mackall says she suspects the same system could be applied to FOXO1 and that overexpressing both proteins might make the cells even more powerful.


Doan, A. et al. Nature (2024).

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Chan, J. D. et al. Nature (2024).

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Artificial intelligence (AI) has incredible potential to transform the economy, improve the way we work, and enhance our way of life. The global race to scale up and adopt AI is on, and Canada is at the forefront of this technology. To make sure we can seize every opportunity in the economy of the future, and set every generation up for success, we need to scale up our innovation ambitions. And do it in a way that brings everyone along. For Millennials and Gen Z, who feel their hard work isn’t paying off like it did for previous generations, we must invest in good-paying opportunities that help them get ahead. That’s why we’re focused on creating more good jobs, including in innovation and technology, which are among the highest paying of all industries.

AI is already unlocking massive growth in industries across the economy. Many Canadians are already feeling the benefits of using AI to work smarter and faster. The rapid advance of generative AI today will unlock immense economic potential for Canada, significantly improving productivity and reducing the time workers have to spend on repetitive tasks. Researchers and companies in Canada are also using AI to create incredible new innovations and job opportunities across all facets of the Canadian economy, from drug discovery to energy efficiency to housing innovation. In the past year, job growth in AI increased by nearly one third in Canada – among the highest growth of any sector. And most AI jobs pay well above the average income.

Canada has a world-leading AI ecosystem – from development, to commercialization, to safety. We have an advantage that can make sure Canadian values and Canadian ideas help shape this globally in-demand technology. Canada was the first country in the world to introduce a national AI strategy and has invested over $2 billion since 2017 to support AI and digital research and innovation. Since then, countries around the world have begun investing significant funding and efforts into AI to advance their economies, particularly in computing infrastructure. In order to maintain Canada’s competitive edge, and secure good paying jobs and job security for generations of young Canadians, we must raise the bar.

The Prime Minister, Justin Trudeau, today announced a $2.4 billion package of measures from the upcoming Budget 2024 to secure Canada’s AI advantage. These investments will accelerate job growth in Canada’s AI sector and beyond, boost productivity by helping researchers and businesses develop and adopt AI, and ensure this is done responsibly.

These measures include:

  • Investing $2 billion to build and provide access to computing capabilities and technological infrastructure for Canada’s world-leading AI researchers, start-ups, and scale-ups. As part of this investment, we will soon be consulting with AI stakeholders to inform the launch of a new AI Compute Access Fund to provide near-term support to researchers and industry. We will also develop a new Canadian AI Sovereign Compute Strategy to catalyze the development of Canadian-owned and located AI infrastructure. Ensuring access to cutting-edge computing infrastructure will attract more global AI investment to Canada, develop and recruit the best talent, and help Canadian businesses compete and succeed on the world stage.
  • Boosting AI start-ups to bring new technologies to market, and accelerating AI adoption in critical sectors , such as agriculture, clean technology, health care, and manufacturing, with $200 million in support through Canada’s Regional Development Agencies.
  • Investing $100 million in the NRC IRAP AI Assist Program to help small and medium-sized businesses scale up and increase productivity by building and deploying new AI solutions. This will help companies incorporate AI into their businesses and take on research, product development, testing, and validation work for new AI-based solutions.
  • Supporting workers who may be impacted by AI, such as creative industries, with $50 million for the Sectoral Workforce Solutions Program, which will provide new skills training for workers in potentially disrupted sectors and communities.
  • Creating a new Canadian AI Safety Institute, with $50 million to further the safe development and deployment of AI. The Institute, which will leverage input from stakeholders and work in coordination with international partners, will help Canada better understand and protect against the risks of advanced or nefarious AI systems, including to specific communities.
  • Strengthening enforcement of the Artificial Intelligence and Data Act, with $5.1 million for the Office of the AI and Data Commissioner. The proposed Act aims to guide AI innovation in a positive direction to help ensure Canadians are protected from potential risks by ensuring the responsible adoption of AI by Canadian businesses.

Today’s announcement is about investing in innovation and economic growth to secure Canada’s world-leading AI advantage today and for generations to come. This will create good-paying opportunities for every generation, boost innovation across the economy, raise productivity, and accelerate economic growth – and it’s just one of the things that we are going to be doing in Budget 2024. Alongside these measures, we’re building more homes faster, ensuring every kid has the food they need, investing in health care, making life more affordable, and creating good jobs to make sure every generation can get ahead.

“AI has the potential to transform the economy. And our potential lies in capitalizing on the undeniable Canadian advantage. These investments in Budget 2024 will help harness the full potential of AI so Canadians, and especially young Canadians, can get good-paying jobs while raising our productivity, and growing our economy. This announcement is a major investment in our future, in the future of workers, in making sure that every industry, and every generation, has the tools to succeed and prosper in the economy of tomorrow.” The Rt. Hon. Justin Trudeau, Prime Minister of Canada
“Today, we are making a significant investment to boost our economic growth. This will keep Canada a global leader in AI and ensure we are at the very cutting-edge of new technologies. And most importantly, this will mean more high-paying careers for Canadians who are leading the charge in AI.” The Hon. Chrystia Freeland, Deputy Prime Minister and Minister of Finance

Quick Facts

  • The Government of Canada’s Budget 2024 will be tabled in the House of Commons by the Deputy Prime Minister and Minister of Finance on Tuesday, April 16, 2024.
  • In 2017, Canada was the first country to establish a national AI strategy. The Pan-Canadian Artificial Intelligence Strategy is helping Canada maintain its position as a world leader in AI, businesses be more competitive, and Canadians benefit from growth in the digital economy. Phase 2 of the strategy was announced in 2022 with funding of more than $443 million.
  • The federal research granting agencies – the Canadian Institutes of Health Research (CIHR), the Natural Sciences and Engineering Research Council (NSERC), and the Social Sciences and Humanities Research Council (SSHRC) – together have awarded $936.8 million in funding for AI-related research since 2017-18.
  • Since 2017, the National Research Council of Canada Industrial Research Assistance Program (NRC IRAP) provided $705.8 million in contributions to AI-related firms. This funding supported 1,111 firms and 3,837 projects in the AI and Big Data Technology space.
  • In addition, the NRC Digital Technologies Research Centre has invested over $27 million both directly to firms and on collaborative AI projects related to natural language processing, Indigenous languages, and high-performance computing for AI.
  • In 2023, Canada announced renewed funding for the Global Innovation Clusters , including Scale AI , bringing total funding for the company to up to $284 million. Scale AI is dedicated to promoting collaboration in AI and supply chain management research and innovation by strengthening linkages between researchers in industry, academia, and research institutes in Canada and abroad, and providing financial support for AI and supply chain management projects.
  • Canada has also made significant investments in fast-scaling AI-related companies through the Strategic Innovation Fund , including Sanctuary AI and semiconductor firm Ranovus .
  • Canada was recently ranked number 1 among 80 countries, tied with South Korea and Japan, in the Center for AI and Digital Policy’s 2024 global report on Artificial Intelligence and Democratic Values .
  • The Artificial Intelligence and Data Act (AIDA) was introduced in Parliament as part of Bill C-27 in June 2022. It is designed to promote the responsible design, development, and use of AI systems in Canada’s private sector, with a focus on systems with the greatest impact on health, safety, and human rights. Since the introduction of the bill, the government has engaged extensively with stakeholders on the novel challenges posed by generative AI. Canada is one of the first countries in the world to propose a law to regulate AI. Learn more .
  • The Voluntary Code of Conduct on the Responsible Development and Management of Advanced Generative AI Systems – announced in September 2023 and signed by major tech firms including Cohere, Ada, Coveo, BlackBerry, TELUS, OpenText, and IBM – enables companies to demonstrate that they are developing and using generative AI systems responsibly and strengthen Canadians’ confidence in the technology.
  • The Public Awareness Working Group on AI was launched in 2020 under Canada’s Advisory Council on Artificial Intelligence with a mandate to examine avenues to boost public awareness and foster trust in AI. Its objective is to help Canadians have a more grounded conversation around AI, and help citizens better understand the technology, its potential uses, and its associated risks. The Working Group published a report on its public engagement activities in February 2023. A further public report is upcoming specifically on the Working Group’s engagement with First Nations, Inuit, and Métis communities to better understand their needs, interests, and priorities for AI development and use.
  • Since the 1990s, Canada has been a leader in AI and deep learning, made possible by the research and innovations of the “Godfathers of AI”, Canadians Yoshua Bengio and Geoffrey Hinton. In the decades since, Canada has built up a robust and growing AI industry across Canada, anchored by our three national AI institutes in Montréal, Toronto, and Edmonton.
  • In 2022-23, there were over 140,000 actively engaged AI professionals in Canada, an increase of 29 per cent compared to the previous year.
  • Canada has 10 per cent of the world’s top-tier AI researchers, the second most in the world.
  • Canada ranks first globally for year-over-year growth of women in AI (67 per cent growth in 2022-23 alone), first in the G7 for year-over-year growth of AI talent, and since 2019, has ranked first in the G7 for the number of AI-related papers published per capita.
  • The number of AI patents filed by Canadian investors increased by 57 per cent in 2022-23 compared to the previous year – nearly three times the G7 average of just 23 per cent over the same period.
  • In 2022, the Canadian AI sector attracted over $8.6 billion in venture capital, accounting for nearly 30 per cent of all venture capital activity in Canada.
  • Canada ranks third in the G7 in total funding per capita raised for AI companies, with more than 670 Canadian AI start-ups and 30 Canadian generative AI companies receiving at least one investment deal valued at more than $1 million USD since 2019.
  • Restore generational fairness for renters, particularly Millennials and Gen Z, by taking new action to protect renters’ rights and unlock pathways for them to become homeowners. Learn more .
  • Save more young families money and help more moms return to their careers by building more affordable child care spaces and training more early childhood educators across Canada. Learn more .
  • Create a National School Food Program to provide meals to about 400,000 kids every year and help ensure every child has the best start in life, no matter their circumstances. Learn more .
  • Launch a new $6 billion Canada Housing Infrastructure Fund to accelerate the construction or upgrade of essential infrastructure across the country and get more homes built for Canadians. Learn more .
  • Top-up the Apartment Construction Loan Program with $15 billion, make new reforms so it is easier to access, and launch Canada Builds to call on all provinces and territories to join a Team Canada effort to build more homes, faster. Learn more .
  • Support renters by launching a new $1.5 billion Canada Rental Protection Fund to preserve more rental homes and make sure they stay affordable. Learn more .
  • Change the way we build homes in Canada by announcing over $600 million to make it easier and cheaper to build more homes, faster, including through a new Homebuilding Technology and Innovation Fund and a new Housing Design Catalogue. Learn more .

Associated Links

  • Responsible use of artificial intelligence (AI)
  • Sectoral Workforce Solutions Program


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