I'm often asked: "Could I write copy?"
Here's my list of a copywriter’s basic attributes. I've numbered the list in my order of importance:
1. You need to be able to put yourself in the shoes of the intended audience of the particular piece of copy, and get that audience to respond in the way the client requires;
2. You need to be able to think logically. (On paper.);
3. You're being paid to communicate clearly, so you need to know the rules of English. Errors of punctuation, like inappropriate caps, confuse your audience. If you decide to break the rules, you need to know which rules you broke, and why;
4. You need the ability to write to order, about almost anything; you need good research skills;
5. You need the ability to write even if your brief is inadequate. (I once wrote an eight-page brochure on dog food based on a one-sentence brief.)
6. You need the ability to be creative, within the limits of your brief.
