In the past few weeks a number of people have asked me about the key characteristics of a good writer. How has this changed in recent years? What do we want to see when hiring writers?

I thought I’d outline my views in a handy cut-out-and-keep list. I’ve probably forgotten a few things but I hope you’ll be able to see where we’re coming from...

Communication skills

Writers need to be able to convey meaning to the reader, as directly as possible, especially when the subject matter is complicated.

An awareness of George Orwell

His six rules for writing should be part of the national curriculum. 


Words are music, as far as I’m concerned. There is a natural pace and rhythm to language, and varying the speeds can ease digestion. Short sentences increase readability speeds, whereas longer ones slow things down. A writer is a composer. Know when to cut to the bridge…

Great listening skills

“When people talk, listen completely. Most people never listen.” – Ernest Hemingway

The ability to ask the right questions

And the wrong ones too, but leave those until the end of the interview.

A distinct voice

It can take a little time, but all writers need to discover and cultivate their own tone of voice. A conversational tone can work very well in blogland. I like to read articles with verve, and which convey passion.

An objective approach to subjectivity

There’s nothing much wrong with having an opinion and I encourage writers to express themselves, so long as the basics are all in place. Articles need to be grounded in facts and evidence, however anecdotal, rather than pure opinion (vastly overrated). 

Factual accuracy

If you are going to share an opinion then you’d better make sure all of those facts are correct. Otherwise you might end up looking incredibly silly.

A wide vocabulary

I don’t agree with the idea of ‘writing for an intelligent 11 year old’, something that trainee news reporters are sometimes taught in journalism school. We’re all adults, after all, and the ‘define: word’ function in Google is very handy if you’re not sure of the definition. Writers should love the richness and diversity of the English language. And this isn’t about discovering the next Will Self, it’s just that we don’t want to patronise our (often smarter than we are) readers. No need to overdo it, but let's not fear words with more than two syllables in them!

Analytical skills

A real boon for any journalist, the ability to analyse and make sense of complicated subject matter is an invaluable talent. Econsultancy is in the business of research... we try to make sense of best practice. It can be complicated at the best of times, and more so when things are new and unexplored. As such chin-stroking pipe smoker types are welcomed around these parts.

A fearless approach to data

This follows on from analytical skills. Many people think that writers love words and hate numbers. This is – or certainly needs to be - a misconception. We live in an age of boundless data and the best writers can do a wonderful job of turning numbers into articles by making sense of them, and highlighting trends. 

A hatred of PRspeak and associated guff

Leverage those market leading synergies, baby. I’m no fan of PRspeak, and no self-respecting writer will be either.  

A self-starter

I don’t need writers to sit next to me. I’m busy enough and really don’t want to have to micromanage writers, and neither does anybody else at this end. Writers, like all staff, need to be able to work autonomously, especially if they're working from home!

Brains FTW

Our hiring policy can be summed up as follows: “Hire brainy people and trust them to get on with things.” It has worked a treat so far (our staff retention rate is very high).


If you’re not fundamentally curious then you shouldn’t be a writer, or a cat. More often than not the back story is more interesting than the main story. Carry a shovel and dig it up. Find and mine the gaps. Avoid becoming a 'me too' writer at all costs.

A thick skin

Some articles will polarise people. Sometimes you’ll mess up and a cacophony of bad noise will erupt. People will call you out. It happens: get over it. 


Many people are distrustful of writers, even when they’re not out to dig the dirt or unearth dastardly exclusives. A little charm can go a long way in making people feel more comfortable.  

Content marketing sklls

Writers absolutely need to have a solid understanding of how and why articles become popular. Timing matters. Seeding matters. Headlines matter. It’s not just about having a good story, it’s about being tactical in terms of how it is positioned and promoted. The best bloggers have become experts in content marketing.


What do your social networks look like? Are you active on Twitter? Who are you hooked up with on LinkedIn? All of these things matter a great deal, especially if it comes to a coin toss when choosing between two writers for one role. Moreover, they show an understanding of a) content marketing and b) networking skills. It’s not just what you know, right?

Formatting awareness

I have written extensively about the need to break up the page for the reader, to help anchor the eye, and to ease digestion. Formatting plays a big part in online writing, and much more so than in print. Be aware of how to write for the web.

Technical skills

We don’t need you to code, but experience of blogging platforms such as Wordpress goes a long way. What else? Just simple things: writers should be able to crop and tweak images, fix up basic HTML issues, and make sense of Google Analytics tracking codes. These things can be picked up on the job if necessary, but existing knowledge is preferred. Sidenote: if you’re new to online writing but can operate MS Word then you can easily navigate content management systems to upload articles to the web. Have no fear.

The ability to learn fast

I have a three strike rule. I’m totally happy to explain something once. I’m cool about being asked again for a reminder. If you haven’t taken a note or remembered it the third time around then I will silently judge you / ask why you don’t remember / wonder why you don’t take notes / point you at Google to find the answer / lose the will to live a little. 

The desire to react

A blog is not a one-way messaging platform, unless you are Seth Godin and have your comments turned off. Most writers care about the reaction to their articles. They want to see if people agree or disagree. They like to hear “great post” much more than “what a load of bollocks”. Writers should stay tuned in and respond to any relevant comments, on the blog, or on Twitter, or wherever the conversation is taking place. I’ve learned so much from taking note of reader’s comments, and not just on my articles. The community feeds the brain. Cherish it.


This is a basic ‘skill’. It can be best summed up as ‘giving a shit’. It applies to sub-editing (no typos). It applies to formatting (no weird line breaks / extra spacing). It applies to facts and figures (“I assume you meant billion, not million?”). It applies to listening and reaction and much more besides. 


Have courage, use your best judgement, and be an astronaut. 

Footnote: Econsultancy is always on the lookout for new talent so if you match the above criteria and are interested in writing for us then please email

Chris Lake

Published 11 April, 2011 by Chris Lake

Chris Lake is CEO at EmpiricalProof, and former Director of Content at Econsultancy. Follow him on Twitter, Google+ or connect via Linkedin.

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Comments (11)

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Sanjit Chudha

Love this, I couldn't agree with you more. On the matter of 'voice', I would add reading your own writing out. Hearing what you've written makes tautology or clumsy structuring only too apparent.

over 7 years ago



I don't agree with most of Orwell's rules in a web context, but I agree with most of your other points. Nice write up.

over 7 years ago

Chris Lake

Chris Lake, CEO at Empirical Proof

Hey Jenni,

Rules are there to be broken! I think rules 2, 3 and 4 are essential. 5 is sometimes impossible to avoid in our industry, but there's a big difference between industry jargon and PRspeak IMO.



over 7 years ago


Peter Birganza

The most important skills in my point of view are communication, language and awareness. These three are the basics to become a good writer or understanding the work. But overall it is a nice writing and useful information provided by you buddy.

over 7 years ago

Doug Kessler

Doug Kessler, Director at VelocitySmall Business Multi-user

Terrific list.
I've bookmarked it for any new writers we hire.

over 7 years ago




If you’re not fundamentally curious then you shouldn’t be a writer, or a cat. More often than not the back story is more interesting than the main story. Carry a shovel and dig it up. Find and mine the gaps. Avoid becoming a 'me too' writer at all costs.@

If you are fundamentally curious, it might be better if you weren't a cat. Since curiosity killed the .......blah!

over 7 years ago



so much for thick skin!, it seems the moderators don't like criticism on articles.

I see only positive comments, which is not fair considering my previous comment which was removed, was far from negative anyway. It was only pointing out a mistake in the logic of a particular strand of text.

over 7 years ago

Chris Lake

Chris Lake, CEO at Empirical Proof

Hey Mehdi - I fear the Akismet spam filter has automatically removed your comment, as it's not something we have done! I have republished it... as you say, it barely constitutes criticism (which is, in any case, perfectly ok). I make logical mistakes frequently... ; )

PS - cats are blessed with nine lives!

over 7 years ago



thank you. I was just commenting to be different, before the page is flooded by messages of love. Without being too much of a fanboy i would like to say. Interesting article, have bookmarked for future reference.


over 7 years ago


Anna Gustafson

"If you’re not fundamentally curious then you shouldn’t be a writer, or a cat." Well said, enjoyed article very much.

over 7 years ago


Helen Fussell, Freelance PR & Communications Professional at Helen Fussell PR & Communications

Brilliant AND useful - a rare gem in the blogosphere! Extra points for using the word gumption.

about 7 years ago

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