In the past, “copywriting” was really just literally that. It was no more than copying words and sentences. Subsequently it developed into the construction of creative original text.
Fundamentally one needs a good command of the language in which one writes as well as insight and knowledge about the subject which one is writing. The writer always writes from his own framework of reference which may very often take on a subjective or slanted spin. This is something to be careful of. Becoming emotive about a subject can influence the outcome of the text.
What’s your style?
What this really means is that writers often need to broaden and diversify their knowledge so that their common knowledge broadens. Writing is an art, a skill and a talent and copywriters like painters and musicians are often recognised by their signature style. This is not a bad thing. It is just imperative that the writer stays on top of his game to be able to write on a broad spectrum of subjects.
Copywriters need to be driven and motivated in various ways. Being an intangible product and service, you need to be recognised for your work in the industry. Try to constantly sharpen your general knowledge, vocabulary as well as sources and references where you can find information.
Selling art in this particular form is a difficult task and thus the copywriter needs to be able to expose his or her talent which is otherwise little more than abstract words.
A fertile imagination is a gift for a copywriter. In order to achieve set goals, you need to constantly captivate the reader by painting a colourful picture that the reader wants to read. Motivation is an art and art is a motivation, both of which are intrinsic and integral needs for a copywriter.