It's easy to take copywriting for granted. After all, good copywriting should look effortless... But copywriting is its own specific field of writing that requires study and practice.
A journalist who has only trained in journalism won't immediately be able to write award-winning poetry. Technical writers may not be able to write effective mystery novels. Likewise, a content writer won't always know how to write copy, either.
So, when something with passes with flying colors...
how do we know what those colors look like?
In other words, what are the hallmarks of successful copywriting?
Here's some of what goes through my head when I sit down to write copy.
Great copywriting should always consider these:
This definitely isn't everything.
Are any of these new to you?
Do you have any recommendations?