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The core skills you need

Writing, understanding customers, basic analytics, and judgement: the skills that carry across every channel.

Writing clearly

Headlines, product descriptions, emails and ads are all writing. Short, specific and honest beats clever.

Understanding customers

Talk to real customers. Ask what they were searching for, what nearly stopped them buying, and what words they use.

Basic numbers

You need to read a simple report: visits, enquiries, cost, sales. Spreadsheets are enough at first.

Visual basics

Clean layouts, readable text and decent photos. Free design tools make this easier than it used to be.

Testing and judgement

Change one thing at a time, give it long enough, and be honest about what the numbers say.

Compliance awareness

Know when something is an ad, when you need consent, and when a claim needs evidence.