7 characteristics of brilliant copywriting

How can you separate good writing from the bad? You might know it when you see it, but here are some attributes that signal whether your efforts are on the right track—or doomed.

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How can you evaluate the quality of your writing?

Good copy increases conversion rates, leaves a positive and memorable impression on readers and places you at an advantage to your competitors.

You may know brilliant copy when you read it, but what rubric can you use to build towards a better skill set?

Here are seven defined characteristics of great copywriting that content creators of all stripes can emulate:

1. Structured

Brilliant copywriters know what they want to say and how to get it down on the page in a logical sequence. Their words make a clear point right from the get-go and use an introductory paragraph to hint at what is coming.

This is especially important when producing copy for the web, as readers tend to focus predominantly on the first two paragraphs. Eye-tracking studies have shown that, online, people read in an F-shaped pattern, meaning the intro and headers must grab a reader’s attention.

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