I Do My Homework
Unless the copywriter understands what your buyer’s problems are, how your product or service solves those problems, and why your buyers choose one contender over the rest, how can he position your offering in a way that convinces them to engage? There are no short-cuts to gathering this vital intelligence: you have to do the research - product, buyer, and market.
Some organizations address this challenge by appointing a subject-matter expert as writer. This usually results in factually correct but bland copy that no one wants to read. A more astute organization will hire a professional writer who is naturally curious, with a strong research focus, and accustomed to interviewing experts to get the information that your buyers want to know.
I have curiosity in spades. I can find something interesting in even the most mundane topics and communicate it to your audience - a critical asset for content marketing.
At university, I earned a degree in philosophy, and what you learn is how to read the most dense, information-packed arguments. No topic is too technical for me to understand. Your industry journals are my bedside reading. I devour your product manuals over breakfast. And if the pieces of the puzzle still don’t fit, I pick up the phone (well, Skype) to pick the brains of people who see the big picture.