Finding skillful writers seems harder than ever. AI-generated filler, forgettable white noise, and subpar work dominate Google, creating a mind-dulling echo chamber. By contrast, a masterful writer weaves stories into any medium, tugging at invisible emotional chords and skillfully forming story grip.

Locating such writers, however, is not so easy. Many business owners don’t even know what to look for. I get it. You’re likely not a writer. That’s not why you got into your profession. That’s not why you followed your dream of opening a health and wellness clinic or inventing toothpaste made from kelp.

What’s the Problem?

Business owners and managers often search for professionals with similar accolades to their own. Usually, that’s a fine idea—business is business. But when it comes to writing, you must add more to the list. The same skills you might value in a bank loan officer or a tech startup founder do not necessarily apply.

Writing is more than a job—it’s a craft. Even copywriting.

Here’s what I mean.

Listed below are a few common attributes you should stop searching for in your next digital writer.

1. Experience

On one level, experience is critical. But it’s not all that hard to amass a killer résumé without actually putting in the needed hours. You can tout a long history of writing jobs without having even learned the basics. That’s true in any field, but writing is especially susceptible to this predicament.

Nothing’s easier than appearing busy while lacking discipline.

Take AI, for example. It can produce superficially impressive and polished samples with ease. In one sense, it gets the job done. But that’s vastly different from writing which creates a conversational flow, engages, and converts. Readers can smell phony. That level of writing only results from a history of early mornings and late nights—a discipline tantamount to obsession. (Note: I’m not against the skillful use of AI, as long as a sharp human mind is steering the ship.)

2. Education

Again, education can be paramount as well. But these days, it’s especially easy to rack up degrees. You can practically grab one at the dollar store on your way home from work. Just as a long litany of work experience does not necessarily make a writer, this applies even more to education.

I have a Master’s in Fine Arts in Creative Writing from a classical Christian school. That may sound—let’s be honest—a little pretentious. You may be surprised to learn that such an education offers immense practical application, even for sales.

All persuasive writing relies on the building blocks of classic rhetoric. Conversational writing appeals to reader emotions (ethos), establishes author credibility (pathos), and makes clear, well-reasoned arguments (logos).

In other words, rhetoric is the heart and soul of marketing.

What You SHOULD Look for in a Digital Content Writer:

Most copywriters will promise some version of the following qualifications:

• Drives sales

• SEO-driven

• Tells your story

• Mimics your brand “voice”

All of these qualities and more are essential. They should provide an assumed baseline for any digital marketing content.

But I think you should push for more. Listed below are a few additional qualities to search for in a standout writer:

1. Writing Chops

The truth? There are no shortcuts for excellent writing. Apart from logging long hours, gracefully receiving feedback, and constant study, a writer’s work is subpar. It’s not like learning to ride a bike—in one sense you never “get there.” A writer’s skill growns in tandem with their own personal growth, and is a lifelong journey.

2. Clear Thinking

It’s impossible to craft high-quality writing without a clear head. Strong writing presents a thesis that is clearly and logically supported through well-researched proofs. Sharp thinking uses research to truly support the line of argument—cutting unnecessary details while mining for gems.

Rich writing requires the ability to recognize logical fallacies and contradictions and to carry an argument through. It is not easy to do this while simultaneously conveying a casual, conversational voice, say, if that’s what the client requests. 

3. Good Listening

As a copywriter, I’m here to tell your story. This means I should be able to do two things well:

• First, I should know how to listen. This means far more than downloading data. It means taking on your burdens as if they were my own. Sitting down for a long talk—if that’s what you need. And you’re free to tell me all about your favorite hobbies… or your cats.

  Or maybe you have a hard time articulating what your brand is about. You may prefer a writer who can take a couple of rough ideas and run with them, transforming them into wordsmith magic. Either way, it’s my job to celebrate you, your work, and your brand.

• Second, any copywriter will promise to tell your story, but you can’t if you don’t first know how to tell a story. And trust me, it’s not as easy as it seems.

  Storytelling is my first love. I have written multiple novels and short stories, and I’m trained to generate story patterns in every piece I create.

4. Voice

Are you a luxury brand with an elegant, stylized voice? Or are you a down-to-earth, chatty brand that celebrates the quirky and quaint? A good copywriter can pivot with ease between one and the other in the same afternoon.

With years of experience creating fictional characters—and a diverse set of clients ranging from finance, crisis pregnancy centers, an investment firm, private security, health and wellness, and more—I can quickly catch nuance and dialect. I can adapt from client to client the way a good actor can nail a British Cockney accent.

If you’re ready to take the next step, let’s discuss how I can help you convert your ideas and dreams into an engaging story. Please contact me today to learn more.