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Because you need your copy to convert prospects to customers, you need more than a copywriter who can write well. You need someone who has a deep knowledge of persuasion psychology, sales psychology, and behavioral economics. A successful copywriter also knows how to find essential information about your prospects that will help guide the copy — what pain points to focus on, what goals are most important to each type of prospect, what prospect aspire to, and how to describe those things (down to the precise terminology to use). Additionally, a successful copywriter works with an understanding of the context where buying decisions are happening, as the buyer’s journey is an important part of the foundation of copy that converts.