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How to become a copywriter?
Lend your expertise: what does it take to become a copywriter?
Given the growing interest in the copywriting field, we're inviting our experienced professionals to share their knowledge.
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3 answers
Roger Maxwell
Freelance Writer
13
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Phoenix, Arizona
Updated
Roger’s Answer
Hello future copywriter.
You have asked a very good question. And one that can take a very long time to fully answer. That said, you may want to find a nice comfortable chair or couch, because this might be a long read. I hope it's helpful and even a bit entertaining as well!
First I want to give you the textbook answer you will get from a counselor or what most people will advise you to do.
Here we go!
Formal Education:
* College Degree: A bachelor's degree in English, communications, or marketing can provide a strong foundation in writing, research, and audience awareness – all crucial for copywriting success.
* Internships: While studying, look for internships with local businesses or publications. This gives you valuable writing experience and starts
building your portfolio.
* Self-Starter Route:
** Online Courses: Numerous online resources and courses can teach you copywriting fundamentals. Sites like AWAI [American Writers & Artists
Institute] offer programs specifically geared towards copywriting.
**Independent Learning: Read books and blogs on copywriting. There's a wealth of free information available online.
**Practice Makes Perfect: Write for yourself or friends to hone your skills. Create sample pieces showcasing different copywriting styles (website copy, email marketing, etc.)
Building Your Career:
** Choose a Niche: The copywriting world is vast. Consider specializing in a particular area like tech, healthcare, or e-commerce.
** Freelance or Agency: Decide if you want to freelance or work for an agency. Freelancing offers flexibility, while agencies provide structure and
mentorship.
** Build Your Portfolio: Showcase your best work on a professional website or online portfolio platform.
** Network: Attend industry events and connect with other copywriters. Build relationships that could lead to future opportunities.
** Continuously learn and practice. The more you write and refine your skills, the stronger your copywriting portfolio will become.
—--------------------------------------------
The above are proper answers to your question, and truthfully, are the paths many or most people follow - especially the second and third sections - including myself.
HOWEVER …
I’d like to address what a copywriter is from the perspective of “Becoming”, how to think as a copywriter, having the attitude of a copywriter … and … having the attitude of a copywriter … the human element you need to consider to write great copy …the mindset and what the goal is.
***Two Essential Things All Great Copywriters Possess***
**Exceptional Storytelling**
Great copy isn’t just about facts and features, it’s about telling a good story that captures the reader’s attention and keeps them engaged. It’s about using your words to paint a picture that grabs their heart, their emotions.
By telling a compelling story, a copywriter transports the reader into a desired world to ultimately persuade them to take action.
Children are masters at this! Natural copywriters.
They see something they want in a store and they plead with their mother, doing all they can to persuade her to buy that item.
And as they grow up they know what buttons to push to persuade their mom ... they are getting to know their audience - Mom.
And they didn't need to read any books or take a class or get a college degree. It's knowing who your audience is and how to persuade them to do what you want them to do - to take action.
And that may be, to download a link, join a weekly newsletter, watch a video, or purchase something.
Or, it might mean getting them to do something that they didn’t think they needed.
**Deep Empathy and Understanding of your Audience**
At its core, copywriting is about understanding your audience. The ability to step into the shoes of your audience is critical.
Great copywriters make the effort to understand their audience's needs, desires, fears, and motivations on a deeper level.
This allows them to craft messages that resonate emotionally and connect with the reader on a personal level.
These two traits go hand in hand.
I would sum it up this way:
/ To be a great copywriter is to possess a deep empathy for your audience, allowing you to craft compelling stories that resonate with them emotionally and ultimately guide them towards taking action. /
One of the first things a copywriter learns is how to attract people in the first place.
What you have to do to get people to read your ad, product review, your blog or email … some say that this is THE most important skill a copywriter must master …
Writing the headline. If your headline falls flat, your reader is not going to think twice about even reading your copy.
** MASTERING HEADLINES
Here are a couple of very successful headlines that have drawn people to read the rest of the article, almost against their will … they HAD to know what the advertisement or article was about.
Nike: “Just Do It!”
“Why Men Crack”
Rolls-Royce: “At 60 Miles An Hour The Loudest Noise In This New Rolls-Royce Comes From The Electric Clock."
“Have You Ever Wondered What You Would Look Like With A Million Dollar Smile?”
“How To Make Money With Your Credit Cards”
“Do You Have The Courage To Earn Half A Million Dollars A Year?”
Harley-Davidson: “Somewhere On An Airplane A Man Is Trying To Rip Open A Small Bag Of Peanuts”
Porsche: “It’s About As Fast As You Can Go Without Having To Eat Airline Food”
Cancer Patient Ad Association: “Smoking reduces weight - (one lung at a time)."
The Lung Association, B.C.: “For More Information On Lung Cancer, Keep Smoking”
Shinola Watch Co.: “A Watch So Smart That It Can Tell You The Time Just By Looking At It.”
You can check out these and other ads online. Study them.
All of the ads have pictures that increase the impact, or complements the headline.
Each of these headings are telling a story or starting a story that draws people in so they will read your ad or article.
Think of a headline as a lure on a fishing line. And there is a lot more I could say about that …
Another thing to note about being a great copywriter … Every Word Counts!
Each word in those headlines were carefully considered and “placed” there. Nothing is casual to a great copywriter. Some of the greatest copywriters spend days or a week, just mulling over their headline.
I want you to think. Really think … about how you felt when you read something, like an ad, or a billboard on the side of the road … Everything in our world is trying its hardest to grab our attention, to get an emotion out of us, to sell us something, to make us go somewhere, to drink something, to influence us to do something.
I’d say 98% of that advertising (a constant daily occurrence) is written by a copywriter.
You should have a good understanding about the importance of headlines. Without a good one, your ad, your copy … whatever comes after is worthless! It might as well be a blank page. All the work you did won’t even be seen.
So obsess over your headlines.
There are free online headline analyzers out there to help you. Yet those didn’t exist when some of the greatest headlines were created.
**THE BODY OF THE AD/ARTICLE
If you're headline's done it's job and you now have poeple wanting to know more, what's it's all about ... you have 3 seconds to convince them to stick around, before them dump you for someone or something else. This is where you need to catch their interest. That's when your story begins.
Everybody loves a story ... that's why we have televisions, and You Tube, and books, and podcasts, and music ... blah blah blah.
Only, the story you tell your reader has to attract them, and draw them, and cause them to read the next part, then what happens next, and so on. You want them emotionally invested in the story. And the only way you can make that happen is to KNOW WHO YOUR READER IS.
You will hear this preached to you ALL ...THE...TIME.
Some writers go as far as creating a template where they fillout a zillion things about thier potential reader. Where they live, their childhood, what do they like, what do they hate, what do they eat, what makes them laugh, what makes them cry ... ad nausium. And they will keep that sheet pinned on the wall as they write the copy.
Great copywriters see the world through their audience's eyes. They understand their desires, fears, and motivations and their pain points. This allows them to write copy that speaks directly to those needs.
NOTE: When you're writing to sell, focus on the Benefits not the features. Your copy should be "How" not "What". I don't care that my remote control has:
*101 buttons
*Comes in 5 colors,
*Will fit comfortably in the palm of my hand
*Doubles as a coaster for my drink ...
WILL IT TURN ON MY TELEVISION?? That's my need.
Use bullet points in your copy. But when you do they should be highlighting all the benefits the reader will enjoy. That's why it's important to (yes, I must say it) know your reader.
Later on I'll talk about ads and how the great copywriters wrote them.
What about you? How long do you scroll through social media before you stop on something? What was it that made you stop? Was it a picture, a heading? Whatever it was it caused an emotional reaction from you or you would have kept going. After you stopped, how long was it before to moved on to the next thing? And why?
Something grabbed your attention and you stopped. But was it interesting enough to keep you there? If it was something asking you to do something, was it interesting enough to make you act on it?
It's the lure and you're the poor fish quietly swimming along social media until you get hooked (The Headline). And if the story holds your attention, and you have a emotional response (The Body), and decide to watch to the very end, and you want to see more from that post (Call To Action) - then their job has been accomplished. That's the goal of the copywriter.
That's what your writing needs to achieve.
The body is typically the weak point for copywriters. The reader may be interested, even like the story, but unless you can make that sale, or have them join up, or whatever ... then your copy failed. Unless your copy was meant to provide information or entertain or ...
BTW ... why is it called "Copy", where did they get that??
"... it is material that is intended to be copied — that is, reproduced and printed in the newspaper or ad for all to read."
**TECHNICAL SKILLS
Do you have a passion for writing? … actually I should have asked you this in the beginning.
What about technical skills, like spelling, grammar and punctuation and understanding writing styles, are those important? Yes, of course.
I took 5 years of English classes in 3 years of high school. How did I accomplish that?? You’ll have to ask my counselor, who is probably 6 feet under by now.
I loved english. I started writing in sophomore year, but it really kicked into gear one Wednesday at 2:43 p.m. while attending my English Literature class. Mrs. Borrelli was giving out extra-credit “A”s if you wrote something creative … which I did … then it was off to the races!
I realized that I had a passion for writing. And the more creative, the more goofy, wild, crazy, the better. But I have a passionate side as well … and a serious side.
I took a mail order writing class from Writer’s Digest - no internet back then. And read books about writing.
Two books, “Getting The Words Right”, by Theodore Cheney and “Elements of Style” by Strunk and White were very helpful.
So it is important to know the rules. Writing concisely while maintaining your style is an art form.
In fact …
Writing IS Art. It’s right up there with music, painting, photography, sculpting …
**COPYWRITING IS A CRAFT
Using your words to evoke emotions, tell stories and persuade an audience, using your imagination to form an emotional connection to make your reader feel something ... whether it’s happiness, excitement or even nostalgia.
You need those technical skills you’ve learned and practiced ... that you've got stored up in your toolbox, to craft a blog, an article, or an answer to a student’s question about copywriting… You need those tools like a carpenter needs a hammer, nails or a saw to build a house.
**Copywriting Standards
The use of grammar and punctuation in copywriting isn’t as closely adhered to as in a work of fiction, or even non-fiction, or especially as used in essays, white papers or other technical writing.
In fact one of the finest copywriters ever, Gary Halbert, sometimes refused to use periods. When asked he told them that he didn’t want the reader to stop reading.
I’ve been using ellipsis (...) throughout this “answer”. It’s meant to make the writing sound conversational, and keep you reading along. Same with my choice of words … in my last sentence I could have written, “and to keep you reading along”. The word, “to” is like a bump in the road, so I left it out. Say each one out loud. You can almost feel that "bump in the road".
Gary Halbert would also alternate highlighting a list of bullet points so the reader's eyes don’t get tired.
You’ve also noticed the length of paragraphs and spaces between sentences. It’s to keep the reader comfortable and willing to move to the next line.
Using sub-headers throughout the copy helps to break things up. Using bullet points or numbered lines are all used to gently, lovingly, guide the reader along. Sometimes adding a picture helps.
So those are things that are important to learn as well. How you format the page. Have you ever tried to read somone's block of text that goes on and on. When I get that I send it back and tell the writer to break it up or I won't read it.
But be careful not to overdo it. Readers don’t like to be manipulated and will know instantly when they are. It’s important find the right sweet spot when to use these techniques and when to back off. Sadly I tend to overdo it sometimes. I'll learn.
Again, writing is an artform. How you use spaces, dashes, periods, commas ... it’s music. It has a sound, a rhythm, a flow carrying your reader along. Read your copy out loud, listening to its ebb and flow. Make alterations … get the music to perform its work, like a composer.
FOR STUDY
“How To Become A Copywriter” is a hefty subject to explain in such a short space.
Because Copywriting is an artform, it’s like asking “How do I become a piano player?” or “How do I become a painter?”. There is what I call the “mechanical” side, in which I’d answer, “Well you need a brush and some paints and an easel, and take some classes…”
But to me … to ME … painting is something internal, emotional, the same with music … The same with Copywriting!
I don’t know. Where am I going with this??
My mind is loosening up here ………..
Believe it or not, all this verbiage, all I’ve said to this point, is really only an introduction.
There’s also the business end of it, and the types of copywriting. So I’m going to give you some stuff you can check out for yourself, some research, who to follow.
CopyWriters to follow on social media, to watch interviews, subscribe to their newsletters … although some of these guys are no longer with us, so … but these copywriter out on YouTube:
*Joseph Sugarman
*Gary Halbert
*John Carlton
*David Deutch
*Joanna Wiebe
*David Ogilvy
*Eugene Schwartz
*Robert Bly
Other Resources:
*https://www.peppercontent.io/blog/10-greatest-copywriters-to-take-inspiration-from/
*Swiped: A collection of swipe files from the best copywriters of the past.
https://swiped.co/classics/
What is a swipe file?
A swipe file is a group of the best work from a copywriter. Often collected so you can learn from them.
On this site there are two drop-down menus, one “All Copywriters” which has a list of famous copywriters to choose from, and “All Niches” listing the various categories the ads were written for.
**Homework:
1. Get a spiral-bound notebook and a pen (or pencil).
2. Go to the swiped site. From the drop-downs choose a copywriter or a niche.
3. Choose one of the advertisements, zoom in so you can read the words.
4. Now copy, handwrite, the ad in your notebook just as it’s written. If it’s all capitals, write in all caps. The copywriter wrote each word and sentence for a purpose.
Handwrite one ad everyday. Don't rush through it. Say the words out loud as you write.
It may seem painfully boring, and yeah, they are pretty old, and the writing is repetitive, and you may hate it. But trust me. After a few times, maybe more than a few, you might grow to enjoy your time handwriting these ads.
What this exercise does … it teaches your BRAIN the pattern, the rhythm … and what the most successful advertisements that have made millions of dollars sound like, and feel like. You’ll be writing and eventually be picking up and learning HOW it’s done.
It’s muscle memory. There is a connection … something special goes on in your brain when you write with pen and paper, that you’ll NEVER get using a device (keyboard, phone, pad). Never.
PRACTICE YOUR CRAFT!
Write an article on something you bought, or something you like. And write it like you talking to a friend about it. Write a heading , use bullet points to highlight the benefits it provides, then a call to action.
EXAMPLE:
Heading: A Book That's Changed My Life: And May Change Yours Too
Body: I've recently read a self-help book that has literally change my life. Since reading it I've felt so much better about myself. I no longer have
*Headaches
*I sleep better
*I have a better attitude
*I feel more loving
So I wanted to share it with you. Sometimes life can mess us up, and stress can affect us physically and mentally ...
Call to action: I think you should check it out. It's very pleasant to read and super helpful. Click on the link to get a copy of it. I'm sure you'll love it,
OK, that was a bit weak, but you get the idea. It could be about a restaurant, a movie, furnature, anything ...
Again, read and handwrite those ads. Just doing that will raise your copywriting skills 80% higher than most copywriters hacking away out there.
I’m gonna stop here. There is so much more I can say … and I’m sure I’ve missed stuff. But I hope this gives you a start, an idea of what copywriting is about, and a few ideas how to get started.
Hopefully this answers your question.
I know this went long but I wanted to cover the main points.
Please let me know if you have further questions. I'd love to help you further.
Remember: Be kind, and love the one you're with.
Ciao for now!
Roger
P.S. I want to emphasize how important handwriting classic ads are. And writing one ad each day, is like doing your daily exercising, or eating breakfast. Making this a daily habit would be a good idea.
However .................................... Don't beat youself up if you can't do it everyday, or every other day, or whatever. I just want the best for you. It's something that has helped me, so I'm sharing it with you.
And if you, or don't want to write out (some of them are pretty long), at lease read the ad. Read them outloud. Notice the words they use, and how often they are repeated. It's almost like they are drawing you into a trance. :0) And notice when they use abreviations and when they write it all out.
Again, the words they use, how they use them, when they use them, is all carefully planned and worked out for maximum effectiveness. When you were a little kid, that meant, crying or begging, tugging on your mom's sleeve.
That was a child to mother relationship. We're talking about adult to adult - stranger to stranger.
Those copywriters writing those ads had to figure out ways of getting into the hearts and minds of strangers to get them to buy their product. Writing out and studying those ads will train your brain how to think like the great's from the past. And you'll find that your writing will match theirs!
P.P.S. Since you'll be doing a lot of writing you'll need a pen that you'll enjoy using. One that's going to be
*Smooth,
*Won't wear out or cramp your hand
*Has nice black ink
*Won't smudge ... even if your hand wipes against it
When I was going to start this handwriting exercise, I wanted something like what I've listed.
I did some research. And this pen not only had what I wanted, it's also very quiet. Aren't pens quiet anyway, you ask. Yes. But many of them can be irritatingly noisey when you click on the button on the end of the pen... Click! Click! Click!
Well this pen makes zero clicking noise. Now, you may like the Click! Click! Click! I prefer less distraction.
The pen is a Writech (write-tech) 0.5.
What scared me about it, was its smooth torpedo shaped body and no grip. I thought for certain my large hand would cramp up in minutes. But to my surprise, I've been able to write for long periods of time with zero pain.
Out of 1,023 ratings on Amazon, these pens are rated 4.7 out of 5. Not bad.
You can buy a pack of 8 in soothing pastel colors today for only $13.99 on Amazon .
(https://www.amazon.com/gp/product/B0B92C968N/ref=ppx_yo_dt_b_search_asin_image?ie=UTF8&psc=1)
I get nothing if you purchace these pens. Again, I want you to have the best experience - AND HAVE FUN!
Roger
You have asked a very good question. And one that can take a very long time to fully answer. That said, you may want to find a nice comfortable chair or couch, because this might be a long read. I hope it's helpful and even a bit entertaining as well!
First I want to give you the textbook answer you will get from a counselor or what most people will advise you to do.
Here we go!
Formal Education:
* College Degree: A bachelor's degree in English, communications, or marketing can provide a strong foundation in writing, research, and audience awareness – all crucial for copywriting success.
* Internships: While studying, look for internships with local businesses or publications. This gives you valuable writing experience and starts
building your portfolio.
* Self-Starter Route:
** Online Courses: Numerous online resources and courses can teach you copywriting fundamentals. Sites like AWAI [American Writers & Artists
Institute] offer programs specifically geared towards copywriting.
**Independent Learning: Read books and blogs on copywriting. There's a wealth of free information available online.
**Practice Makes Perfect: Write for yourself or friends to hone your skills. Create sample pieces showcasing different copywriting styles (website copy, email marketing, etc.)
Building Your Career:
** Choose a Niche: The copywriting world is vast. Consider specializing in a particular area like tech, healthcare, or e-commerce.
** Freelance or Agency: Decide if you want to freelance or work for an agency. Freelancing offers flexibility, while agencies provide structure and
mentorship.
** Build Your Portfolio: Showcase your best work on a professional website or online portfolio platform.
** Network: Attend industry events and connect with other copywriters. Build relationships that could lead to future opportunities.
** Continuously learn and practice. The more you write and refine your skills, the stronger your copywriting portfolio will become.
—--------------------------------------------
The above are proper answers to your question, and truthfully, are the paths many or most people follow - especially the second and third sections - including myself.
HOWEVER …
I’d like to address what a copywriter is from the perspective of “Becoming”, how to think as a copywriter, having the attitude of a copywriter … and … having the attitude of a copywriter … the human element you need to consider to write great copy …the mindset and what the goal is.
***Two Essential Things All Great Copywriters Possess***
**Exceptional Storytelling**
Great copy isn’t just about facts and features, it’s about telling a good story that captures the reader’s attention and keeps them engaged. It’s about using your words to paint a picture that grabs their heart, their emotions.
By telling a compelling story, a copywriter transports the reader into a desired world to ultimately persuade them to take action.
Children are masters at this! Natural copywriters.
They see something they want in a store and they plead with their mother, doing all they can to persuade her to buy that item.
And as they grow up they know what buttons to push to persuade their mom ... they are getting to know their audience - Mom.
And they didn't need to read any books or take a class or get a college degree. It's knowing who your audience is and how to persuade them to do what you want them to do - to take action.
And that may be, to download a link, join a weekly newsletter, watch a video, or purchase something.
Or, it might mean getting them to do something that they didn’t think they needed.
**Deep Empathy and Understanding of your Audience**
At its core, copywriting is about understanding your audience. The ability to step into the shoes of your audience is critical.
Great copywriters make the effort to understand their audience's needs, desires, fears, and motivations on a deeper level.
This allows them to craft messages that resonate emotionally and connect with the reader on a personal level.
These two traits go hand in hand.
I would sum it up this way:
/ To be a great copywriter is to possess a deep empathy for your audience, allowing you to craft compelling stories that resonate with them emotionally and ultimately guide them towards taking action. /
One of the first things a copywriter learns is how to attract people in the first place.
What you have to do to get people to read your ad, product review, your blog or email … some say that this is THE most important skill a copywriter must master …
Writing the headline. If your headline falls flat, your reader is not going to think twice about even reading your copy.
** MASTERING HEADLINES
Here are a couple of very successful headlines that have drawn people to read the rest of the article, almost against their will … they HAD to know what the advertisement or article was about.
Nike: “Just Do It!”
“Why Men Crack”
Rolls-Royce: “At 60 Miles An Hour The Loudest Noise In This New Rolls-Royce Comes From The Electric Clock."
“Have You Ever Wondered What You Would Look Like With A Million Dollar Smile?”
“How To Make Money With Your Credit Cards”
“Do You Have The Courage To Earn Half A Million Dollars A Year?”
Harley-Davidson: “Somewhere On An Airplane A Man Is Trying To Rip Open A Small Bag Of Peanuts”
Porsche: “It’s About As Fast As You Can Go Without Having To Eat Airline Food”
Cancer Patient Ad Association: “Smoking reduces weight - (one lung at a time)."
The Lung Association, B.C.: “For More Information On Lung Cancer, Keep Smoking”
Shinola Watch Co.: “A Watch So Smart That It Can Tell You The Time Just By Looking At It.”
You can check out these and other ads online. Study them.
All of the ads have pictures that increase the impact, or complements the headline.
Each of these headings are telling a story or starting a story that draws people in so they will read your ad or article.
Think of a headline as a lure on a fishing line. And there is a lot more I could say about that …
Another thing to note about being a great copywriter … Every Word Counts!
Each word in those headlines were carefully considered and “placed” there. Nothing is casual to a great copywriter. Some of the greatest copywriters spend days or a week, just mulling over their headline.
I want you to think. Really think … about how you felt when you read something, like an ad, or a billboard on the side of the road … Everything in our world is trying its hardest to grab our attention, to get an emotion out of us, to sell us something, to make us go somewhere, to drink something, to influence us to do something.
I’d say 98% of that advertising (a constant daily occurrence) is written by a copywriter.
You should have a good understanding about the importance of headlines. Without a good one, your ad, your copy … whatever comes after is worthless! It might as well be a blank page. All the work you did won’t even be seen.
So obsess over your headlines.
There are free online headline analyzers out there to help you. Yet those didn’t exist when some of the greatest headlines were created.
**THE BODY OF THE AD/ARTICLE
If you're headline's done it's job and you now have poeple wanting to know more, what's it's all about ... you have 3 seconds to convince them to stick around, before them dump you for someone or something else. This is where you need to catch their interest. That's when your story begins.
Everybody loves a story ... that's why we have televisions, and You Tube, and books, and podcasts, and music ... blah blah blah.
Only, the story you tell your reader has to attract them, and draw them, and cause them to read the next part, then what happens next, and so on. You want them emotionally invested in the story. And the only way you can make that happen is to KNOW WHO YOUR READER IS.
You will hear this preached to you ALL ...THE...TIME.
Some writers go as far as creating a template where they fillout a zillion things about thier potential reader. Where they live, their childhood, what do they like, what do they hate, what do they eat, what makes them laugh, what makes them cry ... ad nausium. And they will keep that sheet pinned on the wall as they write the copy.
Great copywriters see the world through their audience's eyes. They understand their desires, fears, and motivations and their pain points. This allows them to write copy that speaks directly to those needs.
NOTE: When you're writing to sell, focus on the Benefits not the features. Your copy should be "How" not "What". I don't care that my remote control has:
*101 buttons
*Comes in 5 colors,
*Will fit comfortably in the palm of my hand
*Doubles as a coaster for my drink ...
WILL IT TURN ON MY TELEVISION?? That's my need.
Use bullet points in your copy. But when you do they should be highlighting all the benefits the reader will enjoy. That's why it's important to (yes, I must say it) know your reader.
Later on I'll talk about ads and how the great copywriters wrote them.
What about you? How long do you scroll through social media before you stop on something? What was it that made you stop? Was it a picture, a heading? Whatever it was it caused an emotional reaction from you or you would have kept going. After you stopped, how long was it before to moved on to the next thing? And why?
Something grabbed your attention and you stopped. But was it interesting enough to keep you there? If it was something asking you to do something, was it interesting enough to make you act on it?
It's the lure and you're the poor fish quietly swimming along social media until you get hooked (The Headline). And if the story holds your attention, and you have a emotional response (The Body), and decide to watch to the very end, and you want to see more from that post (Call To Action) - then their job has been accomplished. That's the goal of the copywriter.
That's what your writing needs to achieve.
The body is typically the weak point for copywriters. The reader may be interested, even like the story, but unless you can make that sale, or have them join up, or whatever ... then your copy failed. Unless your copy was meant to provide information or entertain or ...
BTW ... why is it called "Copy", where did they get that??
"... it is material that is intended to be copied — that is, reproduced and printed in the newspaper or ad for all to read."
**TECHNICAL SKILLS
Do you have a passion for writing? … actually I should have asked you this in the beginning.
What about technical skills, like spelling, grammar and punctuation and understanding writing styles, are those important? Yes, of course.
I took 5 years of English classes in 3 years of high school. How did I accomplish that?? You’ll have to ask my counselor, who is probably 6 feet under by now.
I loved english. I started writing in sophomore year, but it really kicked into gear one Wednesday at 2:43 p.m. while attending my English Literature class. Mrs. Borrelli was giving out extra-credit “A”s if you wrote something creative … which I did … then it was off to the races!
I realized that I had a passion for writing. And the more creative, the more goofy, wild, crazy, the better. But I have a passionate side as well … and a serious side.
I took a mail order writing class from Writer’s Digest - no internet back then. And read books about writing.
Two books, “Getting The Words Right”, by Theodore Cheney and “Elements of Style” by Strunk and White were very helpful.
So it is important to know the rules. Writing concisely while maintaining your style is an art form.
In fact …
Writing IS Art. It’s right up there with music, painting, photography, sculpting …
**COPYWRITING IS A CRAFT
Using your words to evoke emotions, tell stories and persuade an audience, using your imagination to form an emotional connection to make your reader feel something ... whether it’s happiness, excitement or even nostalgia.
You need those technical skills you’ve learned and practiced ... that you've got stored up in your toolbox, to craft a blog, an article, or an answer to a student’s question about copywriting… You need those tools like a carpenter needs a hammer, nails or a saw to build a house.
**Copywriting Standards
The use of grammar and punctuation in copywriting isn’t as closely adhered to as in a work of fiction, or even non-fiction, or especially as used in essays, white papers or other technical writing.
In fact one of the finest copywriters ever, Gary Halbert, sometimes refused to use periods. When asked he told them that he didn’t want the reader to stop reading.
I’ve been using ellipsis (...) throughout this “answer”. It’s meant to make the writing sound conversational, and keep you reading along. Same with my choice of words … in my last sentence I could have written, “and to keep you reading along”. The word, “to” is like a bump in the road, so I left it out. Say each one out loud. You can almost feel that "bump in the road".
Gary Halbert would also alternate highlighting a list of bullet points so the reader's eyes don’t get tired.
You’ve also noticed the length of paragraphs and spaces between sentences. It’s to keep the reader comfortable and willing to move to the next line.
Using sub-headers throughout the copy helps to break things up. Using bullet points or numbered lines are all used to gently, lovingly, guide the reader along. Sometimes adding a picture helps.
So those are things that are important to learn as well. How you format the page. Have you ever tried to read somone's block of text that goes on and on. When I get that I send it back and tell the writer to break it up or I won't read it.
But be careful not to overdo it. Readers don’t like to be manipulated and will know instantly when they are. It’s important find the right sweet spot when to use these techniques and when to back off. Sadly I tend to overdo it sometimes. I'll learn.
Again, writing is an artform. How you use spaces, dashes, periods, commas ... it’s music. It has a sound, a rhythm, a flow carrying your reader along. Read your copy out loud, listening to its ebb and flow. Make alterations … get the music to perform its work, like a composer.
FOR STUDY
“How To Become A Copywriter” is a hefty subject to explain in such a short space.
Because Copywriting is an artform, it’s like asking “How do I become a piano player?” or “How do I become a painter?”. There is what I call the “mechanical” side, in which I’d answer, “Well you need a brush and some paints and an easel, and take some classes…”
But to me … to ME … painting is something internal, emotional, the same with music … The same with Copywriting!
I don’t know. Where am I going with this??
My mind is loosening up here ………..
Believe it or not, all this verbiage, all I’ve said to this point, is really only an introduction.
There’s also the business end of it, and the types of copywriting. So I’m going to give you some stuff you can check out for yourself, some research, who to follow.
CopyWriters to follow on social media, to watch interviews, subscribe to their newsletters … although some of these guys are no longer with us, so … but these copywriter out on YouTube:
*Joseph Sugarman
*Gary Halbert
*John Carlton
*David Deutch
*Joanna Wiebe
*David Ogilvy
*Eugene Schwartz
*Robert Bly
Other Resources:
*https://www.peppercontent.io/blog/10-greatest-copywriters-to-take-inspiration-from/
*Swiped: A collection of swipe files from the best copywriters of the past.
https://swiped.co/classics/
What is a swipe file?
A swipe file is a group of the best work from a copywriter. Often collected so you can learn from them.
On this site there are two drop-down menus, one “All Copywriters” which has a list of famous copywriters to choose from, and “All Niches” listing the various categories the ads were written for.
**Homework:
1. Get a spiral-bound notebook and a pen (or pencil).
2. Go to the swiped site. From the drop-downs choose a copywriter or a niche.
3. Choose one of the advertisements, zoom in so you can read the words.
4. Now copy, handwrite, the ad in your notebook just as it’s written. If it’s all capitals, write in all caps. The copywriter wrote each word and sentence for a purpose.
Handwrite one ad everyday. Don't rush through it. Say the words out loud as you write.
It may seem painfully boring, and yeah, they are pretty old, and the writing is repetitive, and you may hate it. But trust me. After a few times, maybe more than a few, you might grow to enjoy your time handwriting these ads.
What this exercise does … it teaches your BRAIN the pattern, the rhythm … and what the most successful advertisements that have made millions of dollars sound like, and feel like. You’ll be writing and eventually be picking up and learning HOW it’s done.
It’s muscle memory. There is a connection … something special goes on in your brain when you write with pen and paper, that you’ll NEVER get using a device (keyboard, phone, pad). Never.
PRACTICE YOUR CRAFT!
Write an article on something you bought, or something you like. And write it like you talking to a friend about it. Write a heading , use bullet points to highlight the benefits it provides, then a call to action.
EXAMPLE:
Heading: A Book That's Changed My Life: And May Change Yours Too
Body: I've recently read a self-help book that has literally change my life. Since reading it I've felt so much better about myself. I no longer have
*Headaches
*I sleep better
*I have a better attitude
*I feel more loving
So I wanted to share it with you. Sometimes life can mess us up, and stress can affect us physically and mentally ...
Call to action: I think you should check it out. It's very pleasant to read and super helpful. Click on the link to get a copy of it. I'm sure you'll love it,
OK, that was a bit weak, but you get the idea. It could be about a restaurant, a movie, furnature, anything ...
Again, read and handwrite those ads. Just doing that will raise your copywriting skills 80% higher than most copywriters hacking away out there.
I’m gonna stop here. There is so much more I can say … and I’m sure I’ve missed stuff. But I hope this gives you a start, an idea of what copywriting is about, and a few ideas how to get started.
Hopefully this answers your question.
I know this went long but I wanted to cover the main points.
Please let me know if you have further questions. I'd love to help you further.
Remember: Be kind, and love the one you're with.
Ciao for now!
Roger
P.S. I want to emphasize how important handwriting classic ads are. And writing one ad each day, is like doing your daily exercising, or eating breakfast. Making this a daily habit would be a good idea.
However .................................... Don't beat youself up if you can't do it everyday, or every other day, or whatever. I just want the best for you. It's something that has helped me, so I'm sharing it with you.
And if you, or don't want to write out (some of them are pretty long), at lease read the ad. Read them outloud. Notice the words they use, and how often they are repeated. It's almost like they are drawing you into a trance. :0) And notice when they use abreviations and when they write it all out.
Again, the words they use, how they use them, when they use them, is all carefully planned and worked out for maximum effectiveness. When you were a little kid, that meant, crying or begging, tugging on your mom's sleeve.
That was a child to mother relationship. We're talking about adult to adult - stranger to stranger.
Those copywriters writing those ads had to figure out ways of getting into the hearts and minds of strangers to get them to buy their product. Writing out and studying those ads will train your brain how to think like the great's from the past. And you'll find that your writing will match theirs!
P.P.S. Since you'll be doing a lot of writing you'll need a pen that you'll enjoy using. One that's going to be
*Smooth,
*Won't wear out or cramp your hand
*Has nice black ink
*Won't smudge ... even if your hand wipes against it
When I was going to start this handwriting exercise, I wanted something like what I've listed.
I did some research. And this pen not only had what I wanted, it's also very quiet. Aren't pens quiet anyway, you ask. Yes. But many of them can be irritatingly noisey when you click on the button on the end of the pen... Click! Click! Click!
Well this pen makes zero clicking noise. Now, you may like the Click! Click! Click! I prefer less distraction.
The pen is a Writech (write-tech) 0.5.
What scared me about it, was its smooth torpedo shaped body and no grip. I thought for certain my large hand would cramp up in minutes. But to my surprise, I've been able to write for long periods of time with zero pain.
Out of 1,023 ratings on Amazon, these pens are rated 4.7 out of 5. Not bad.
You can buy a pack of 8 in soothing pastel colors today for only $13.99 on Amazon .
(https://www.amazon.com/gp/product/B0B92C968N/ref=ppx_yo_dt_b_search_asin_image?ie=UTF8&psc=1)
I get nothing if you purchace these pens. Again, I want you to have the best experience - AND HAVE FUN!
Roger
Mayra Benitez Maggio
marketing specialist
5
Answers
Buenos Aires, Argentina
Updated
Mayra’s Answer
Hi!
How exciting that you're interested in becoming a copywriter! It's a fascinating field full of opportunities to express your creativity and persuasive writing skills.
Here are some tips to get started in this exciting field:
Master writing: It's essential to have a solid foundation in writing skills. Practice writing regularly and work on improving your grammar, spelling, and writing style.
Study the art of persuasion: As a copywriter, your main goal is to persuade your audience to take a specific action. Dedicate time to studying persuasion techniques and how to apply them in your writing.
Learn from the best: Study the work of successful copywriters and analyze what they do well. Observe how they structure their messages, use language, and generate interest in their audience. Look for established professionals in the field of copywriting who share tips and resources on social media.
Practice, practice, practice: Practice is key to improving as a copywriter. Write regularly, experiment with different styles and formats, and seek feedback to keep improving.
Build your portfolio: As you gain experience, create a portfolio showcasing your best work. This will help you stand out to potential clients or employers.
I hope these tips help you take your first steps into the exciting world of copywriting. Remember, each project is an opportunity to learn and grow as a professional. Good luck on your journey!
Hugs,
May
How exciting that you're interested in becoming a copywriter! It's a fascinating field full of opportunities to express your creativity and persuasive writing skills.
Here are some tips to get started in this exciting field:
Master writing: It's essential to have a solid foundation in writing skills. Practice writing regularly and work on improving your grammar, spelling, and writing style.
Study the art of persuasion: As a copywriter, your main goal is to persuade your audience to take a specific action. Dedicate time to studying persuasion techniques and how to apply them in your writing.
Learn from the best: Study the work of successful copywriters and analyze what they do well. Observe how they structure their messages, use language, and generate interest in their audience. Look for established professionals in the field of copywriting who share tips and resources on social media.
Practice, practice, practice: Practice is key to improving as a copywriter. Write regularly, experiment with different styles and formats, and seek feedback to keep improving.
Build your portfolio: As you gain experience, create a portfolio showcasing your best work. This will help you stand out to potential clients or employers.
I hope these tips help you take your first steps into the exciting world of copywriting. Remember, each project is an opportunity to learn and grow as a professional. Good luck on your journey!
Hugs,
May
Tami Sullivan
Freelancing
12
Answers
New York, New York
Updated
Tami’s Answer
I'll give you a quick answer, but ultimately it's up to you to do the research and make sure Copywriting is for you in the long run because it's definitely a lifestyle change for some folk. You can do anything you really want to do, provided that you enjoy hard work, solitary time for research & otherwise decided against other jobs that may prove more of your liking, such as library science.
Do the research
Make a list of goals
Follow through on learning objectives
Find work that serves a greater purpose, such as like-minded voluntary work to get a feel
Stay positive and don't give up
Tami recommends the following next steps: