What skills should a copywriter have?

One of the most common content marketing misconceptions that I see all the time is the idea that anyone can write copy. This is false.
Anyone can write.
But not everyone can write copy.
And anyone who thinks that writing and copywriting are the same thing… well, they're wrong.
In this article I'm going to share some of the skills that a great copywriter needs. Skills that are required to turn 'writing' into 'copy', and skills that set a human copywriter apart from an AI copywriter - because these are the skills that an AI writing tool is never going to be able to emulate.
Skills Every Copywriting Needs:

A copywriter should have a diverse skill set. Obviously, they should be a good writer and an excellent communicator.
But they should also be a storyteller. They should be able to take the reader on a journey, subtly addressing their pain points while leading them towards purchasing a product or making an enquiry - all without the audience even knowing it.
A digital copywriter (someone who writes copy for digital formats like blog articles, social media, email marketing etc.) should also have a solid understanding of Search Engine Optimisation (SEO). While their SEO knowledge should be well-rounded, they should be very good with on-page SEO techniques. They should also know how to do keyword research to ensure that they are targeting search terms that have good levels of search traffic.
As a copywriter is creating text and content for marketing purposes, they should also have some background knowledge of marketing. While they don't need to be able to write a marketing strategy from start to finish, they should be comfortable with concepts like:
target audiences
buyer personas
market and competitor research
user/customer behaviour
calls to action
consumer psychology
and more

This background knowledge in marketing is what turns 'writing' into 'copy'. More than just writing factual information about a product, they are directly addressing the reader's wants and needs. They are writing persuasively, to convince the reader that they want or need the product.
They want to make the reader feel emotion - be that joy, anger, sadness, frustration, happiness or even just FOMO - and then use that emotion as motivation to purchase the product or service that they are writing about.
The final skill set that a great copywriter will possess is the ability to write in a brand's 'tone'. Whether the brand they are working for is professional, casual, technical, bright and bubbly, cheeky, impactful or organic - the writer needs to know how to use language and sentence structures that align with the characteristics of those tone of voice requirements.
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