Features of a good copywriter – 5 quality determinants

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What are the most important qualities of a copywriter? Why do some sell with text and others cannot? Read this article to find out all you need to know!

The most important features of a copywriter

First of all, we need to establish that the work of a copywriter, content writer and other professions related to writing is not limited to creating content. Although writing texts is the basis of getting hired by  companies, some writers forget about the whole envelope that creates professionalism.

Therefore, we will address not only issues related to skills, but also organization and communication. Only the combination of all these features creates a satisfying and lucrative cooperation.

Features of a good copywriter



The overriding issue, expected by all clients, is the quality of the texts.

There is no doubt that a job well done is the main measure of the assumed effects. Poor content is simply ineffective and is a disadvantage in itself, which is why the copywriter must approach all orders diligently.

Reliability therefore means honest exploration of the subject, creating an interesting substantive value and translating it into understandable, attractive language. Doing so is tantamount to difficult and time-consuming work, but ensures unique texts of the highest quality.

A good copywriter does not take shortcuts. He does not fill in the content with gibberish, but carefully introduces each sentence to create a perfect whole. This, of course, requires perseverance and a lot of effort, which not every writer can handle. That is why some people copy other people’s texts, and others make up for it with empty information.

However, there are also those who, with their own knowledge and experience, undertake honest work, creating effective content tailored to the individual needs and goals of the company. Therefore, without a doubt, reliability is an inseparable feature of a good copywriter.


Organization and time management concerns everyone. Not only the copywriter has to deal with it, but also the commissioning company, which often reserves the publication or maintains a constant periodicity of entries. Any delays are not just a matter of tact or image – they can even negatively affect the company’s profits.

Timeliness is the basic feature that prevents this type of unpleasant situations. A good copywriter is well aware that the client also organizes himself in relation to the order and expects finished texts at a certain time.

Delays are not the result of low processing capacity or copywriter skills, but a lack of organization.

When setting a deadline, the writer specifies in advance when he will create the content. If he does not keep his resolutions, the fault lies solely with himself – more precisely, with bad strategy, poor calculation or laziness.

Of course, there are random events that allow for delays, but – as the name says – they are governed by fate, not organization. That is why an exemplary copywriter, excluding accidents beyond his control, is always on time and delivers ordered texts on time.


Each order requires individual copywriting to match the content to the group of readers and the specifics of the company. Writing according to templates or schemes has a negative impact on the effects, which is why it is a bad practice that professional copywriters do not know about.

An exemplary writer must be open to new solutions and experiences, approaching each assignment freshly.

Each company has its own business policy, and therefore the concepts and expectations regarding the texts they request for are different. An open copywriter can not only adapt, but also advise, suggest and propose a different solution. Writers who have a lot of experience in this profession offer advice to bring the greatest benefits from copywriting.

Good communication

Mutual contact is very important during cooperation, as it allows you to introduce variations and improvements to the original project on an ongoing basis.

A good copywriter should efficiently implement corrections and modifications to update the order.

This is a particularly important feature in the case of urgent orders, for example for press or scripts.

It is worth noting that communication is very important at every stage of cooperation. Initially, it allows the copywriter to clarify the details and understand all expectations regarding the order, and finally – to implement comments and corrections so that the client accepts the final project. So we can see how important mutual communication is in the work of a copywriter.


A copywriter should not only create professional texts, but also be professional. This means that the client is clearly guided through all stages of cooperation.


Before the execution of the order, a copywriting agreement should be drawn up, which includes elements such as the transfer of copyrights or a confidentiality clause.

Any information provided for the purposes of texts may be a company secret, so it is worth taking care of formal issues to the last detail.

The approach to settlements should also be professional, i.e. determining the form and time of issuing the settlement document. A good copywriter clearly informs the client:

If, without these arrangements, the client receives an unsatisfactory text, and modifications are subject to an additional cost, disagreements can quickly arise as a result of working together.

Therefore, a professional copywriter should establish transparent terms and costs of the offered assignment. As a s result of this, the client feels safe and knows exactly what to expect.


  • The features of a good copywriter include not only writing skills, but also interpersonal and organizational skills.
  • Satisfactory cooperation is influenced by effective content, mutual communication, professional approach and several other features that are not limited only to the letter.
  • We hope that writers, after reading this article, now  know what to look for to make their clients happy.
  • Dear customer, we believe that you have learned what to expect from a good copywriter after reading this article.

Lordson Okpetu

I'm many things rolled into one; I'm an ex-journalist, a content strategist, digital marketer and 'rockstar' direct response copywriter. I've written tons of copies to sell thousands of products and services across diverse industries in Nigeria. In my occasional spare time, I play chess or spend time with my family. I am the Chief Operating Officer of Content Writer, Nigeria.

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