Maïder Tomasena (ISSA'07): "Copywriting is one of the most valuable and necessary skills to generate income on the Internet".

"Copywriting is one of the most valuable and necessary skills to generate income on the Internet". This was stated by Maïder Tomasena, former ISSA School of Applied Management student, during a session at training on employment opportunities that she gave to final year students of the Degree in Applied Management at the University of Navarra.

Throughout the session he explained that it is core topic to differentiate yourself when writing an email or sending a curriculum to a business to enter a selection process. "Here the brand staff plays a key role. The job market is becoming increasingly competitive and crowded. In order to stand out from other candidates with whom you share the same skills or academic qualifications, you have to communicate differently.

Likewise, the expert who has worked with brands such as IKEA, group Barceló, Eroski, Expansión or Engel&Völkers, emphasised that the first impression is decisive: "Words are your competitive advantage to position yourself in the recruiter's mind. No one will read your email if the subject line doesn't catch their attention. It doesn't matter how good you are at something if others won't perceive it because you don't know how to communicate it.

For Maïder Tomasena, writing good copy means three things: firstly, to be able to retain the person who reads it with words; secondly, to generate confidence in the person you are addressing; and finally, to make it clear that a brand (staff or commercial) is the best without having to say so.

When asked about the characteristics that define a good copywriter, he points out the following:

1- You must master your language of work to be able to express yourself correctly.

2- He is a curious person who has to research and read a lot in order to document himself well: "You have to like reading almost more than writing".

3- You have to know how to listen to the person you are addressing.

4- You must know the human mind and be up to date in digital marketing: understand what goes on in a person's mind, what their emotions are like and what their predictable reactions are and the critical points that lead them to mistrust a text they have just read.

5- You must have empathy developed to the extreme, be able to take off your shoes to put yourself in the shoes of others on a continuous basis: "Empathy is the secret skill to connect with any client or reader through writing".

6- You don't need to be a great writer, but you need to have a good conversation with the person you are addressing.