Technical mastery goes beyond knowing the rules and knowing how to apply them. There are other aspects that also influence the quality of the content. And some of them are only achieved with hours of writing and editing, such as these:
- Ability to write in your own voice and/or adapt to the corporate voice
- Fluid writing style, so that reading is light
- Logical and argumentative ability
Pro tip: To make sure your writers have this trait, you can include texts with errors for correction or editing in the selection process. If it’s a freelance writer , check that their portfolio meets this requirement or commission a test article before you start collaborating.
Has experience in your sector
This is especially important in B2B writing, where highly technical content is produced for specialized audiences.
The more experience a writer has in a particular sector, the easier it will be for overseas data them to connect with their audience, especially when:
- Understanding and illustrating the essence of a story
- Finding the perfect angle for your content
- Expressing yourself like an insider
- Understanding technical language while researching
- Adjust to the knowledge level of readers
- Identify the most appropriate sources of information
That doesn’t mean that an inexperienced writer in your field can’t create great convey words are just a vehicle to convey messages messages content. Just keep in mind that they’ll need a longer adaptation period.
Creativity is a fine line between a good writer and a great one
Just like journalists, editors use common phrases and expressions to speed up their writing. It’s as if they have a library of expressions, ready to pick and use. And that’s precisely what allows them to write thousands of words a day.
But that doesn’t mean they can’t enrich their writing so that each piece of content has their own personal touch. And there are many ways to assess a writer’s creativity, but one of the easiest is to look for associations of ideas in their writing. For example, you can buy lead look at these aspects:
- Use metaphors, analogies and original examples
- Combines concepts or ideas in unusual ways
- Use atypical words and expressions, without the result being artificial
- Avoid clichés and look for alternative ways to express your ideas
Knows how to investigate
Turning ideas into words is only the most obvious part of a copywriter’s job.
And before that, you need to do your research and have something to communicate.
No matter how interesting a topic may seem, stories only start to make sense when references, opinions, and all the data are in place.
And to do that, you need to know how to compare sources, analyze data and interpret it.