The thirst for knowledge, a tremendous curiosity about life, a wealth of experiences and not being afraid to work are the top credentials for being a good copywriter.
Probably one of the most important keys in copywriting and conceptualizing is the ability to relate totally divergent concepts to create a new concept.
You need to become an expert on a product, service or anything you write about to really be effective. Becoming an expert means learning enough about a product to obtain enough specific knowledge so you can communicate the real nature of what you are trying to sell. Say to yourself, “I am an expert or have learned enough to be able to effectively communicate this product to the consumer.” That’s what we mean by “specific knowledge.”
In addition to knowing your product or service, you’ve really got to know your customer. You’ve got to be an expert on who your customer is by gathering specific information on whom you are selling to. You have a great deal of studying to do to make sure you understand who your customer is and what motivates him or her.
In short, the product has a nature of its own and it’s up to you to discover what the nature of that product is in the mind of the consumer.
Realize how important it is to know your product and know your customer. It is this specific knowledge that will make a dramatic difference in your ability to communicate your thoughts in copy.
Advertising Secrets of the Written Word: The Ultimate Resource on How to Write Powerful Advertising Copy from One of America's Top Copywriters and Mail Order Entrepreneurs by Joseph Sugarman