What is the most important skill for a copywriter to possess? Sweet writing skills are obvious, and they are certainly near the top of the list. A strong command of the language is paramount. A broad vocabulary is advantageous. Yet all of these fall behind the skill nestled in the number one spot.
The best copywriters are superb listeners.
What say you?
In order to craft the brand narrative, it is imperative that the writer hears how the stewards of the brand express their passions for the company or product. As I wrote in yesterday’s post, the copywriter must probe for insight into the character of the company, it values, and how employees express their views and passions. Within their answers will be the key messages and differentiators that help you craft the brand message.
To elicit the insights a copywriter seeks, she or he needs to be a smart interviewer and ask open-ended questions:
- Why are they believers in the brand?
- How did they make believers out of their first customers?
- What were their early challenges?
- How did they slog it out with their competitors?
- Why did (and do) they win?
- Why are they excited to come to work every day?
- What are their aspirations for the brand and their association with the brand?
What was heard
A careful listener will recognize common themes in the answers given by employees and executives. The adroit copywriter will transform these gems into the brand messages that attract customers and strengthen bonds.
Listen. Learn. Cogitate. Create.
And from there the story will unfold. It will inspire. It will motivate. It will set the brand apart.
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