I’ve spent the last 25 years or so writing, editing and proofreading others’ writing, and even training writers – so I’ve had plenty of time to think about what makes some writers amazing.

Yes, there are good writers – they can put together a piece of copy that’s tight, well-written, and easy to read. But amazing writers are in another class altogether. Here’s what they can do:

1. They can size up content – from a sales email to a strategy or speech. They’ll scan it, identify where the problem is, and then tell you what the solution is.
2. They have an instinct for finding exactly the right words to express something.
3. They can connect the dots – between people, between facts, between ideas. Their brains just make associations and before you know it, they’ve helped you to see things in an entirely different way.
4. They’re articulate and eloquent. They might stumble over their words when they’re speaking, but put a blank page and a keyboard in front of them, and you have a whole different story. Literally.
5. They write in their heads. You might not see them at their desk, but while they’re driving or showering, or taking a walk, they’re writing – thinking about structure and hooks and the perfect headline.
6. They know that writing is a craft, not an art – and that means they are prepared to rework things until they’re right; chisel away at that block of marble, so to speak, not just to release the statue within, but to ensure its nose is exactly the right shape.

When you picture a writer, forget the stereotypical artist starving away in a garret. They can be your secret weapon that differentiates all of your communication (not just formal “content”) from that of your competitors. It’s worth thinking about adding one to your arsenal on a retainer – so you can tap into their superpowers regularly.