To be a successful marketer, you must acquire – or build upon – the following attributes:

1. You must have the ability to write and recognize good copy.

2. You must know what makes people buy.

No matter how long you've been in marketing, you can improve your ability to write and recognize good copy. These tips are drawn from an article written in 1912, and its principles are even more applicable in today's busy world.

Above all, copy must be clear and to the point. This is not the place for nuance or clever wording. Readers should hear your message, not how smart you are. Winston Churchill said, “Short words are best, and the old words when short are best of all.”

Churchill's words are even truer now, since attention spans are shorter than they were just 50 years ago. The copywriter's short, clear words must do three things. They must attract attention, interest the reader, and convince the reader.

To attract attention, the writer must pay attention to the title or headline. John Caples once wrote, “5 times as many people read the headline as read the body copy. Therefore, unless your headlines sell your product, you've wasted 90% of your money. The best headlines are those which promise the reader a benefit, (such as) a whiter wash; more miles to the gallon.”

Whenever possible, use a good picture of your product or service. Better yet, use a picture that depicts the benefit of your product or service. A trademark is a good eye-catcher, too, especially when used consistently.

Once you get your readers' attention, you hold their interest in the body of your copy. The way you do that is to make clear how your product or service will benefit them. Unless your prospect is that rare technical hobbyist, a memory card for a digital camera is not that interesting, in and of itself. But if you talk about the carefree fun of clicking photos on a dream vacation, without worrying about running out of memory, you've inspired interest. Your prospect will be on a mental holiday, with your memory card recording the fun.

Of course, it is not what you say that convinces people to take action – it's how you say what you say. If your advertisement doesn't convince your reader to buy, then it hasn't done the job, no matter how good it sounds to you. Good copy is made up of words that convince the reader to do as the advertisement directs. As a good copywriter, you express yourself as simply as possible.

Before you can write copy that will convince your prospects, there is one all-important person who must be convinced of the value of your product or service. That person is you. If you lack the conviction that what you offer is valuable, copywriting won't cover the lack, even if you think you have the perfect words. You will always be able to express yourself most clearly and forcefully if you believe in what you say.

When you believe you have something to offer at a great value, you want to let people know about it. Then, it's easy to write copy that will attraction their attention, hold their interest, and convince them of the benefits of buying from you.