Copywrititng courses/books

22 replies
Hi all!
What is the best online and home study copywrititng courses and books to begin learning WEB copywriting? Courses/books that mainly use swipefilse to analyze and break down, bit by bit, to actually show what is and what is not good copy and advertisements, esp. Web online copy????? thanks
#copywrititng #courses or books
  • Hi - might suggest first reading through this thread if you've not already:

    http://www.warriorforum.com/copywrit...pywriting.html

    It's not about web copy explicitly, but many of the books/courses/etc recommended there teach fundamentals that carry over / apply to web quite well.

    One additional one I'm not sure is there is Nick Usborne from AWAI. May be worth checking his stuff out, too ... very focused on the web-writing niche.
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  • Thanks Matthew.
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  • Profile picture of the author stiger1
    Hi, there are lots of copywriting courses on Udemy you can check them out to see which suits your needs. (The site https://www.udemy.com/
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  • Thanks stiger1. The only thing is a lot of the instructors there take forever answering the questions of their students and take a very long time getting back in touch with them.
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  • Profile picture of the author stiger1
    yes that's true
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  • Profile picture of the author GordonJ
    Originally Posted by nate55@bellsouth.net View Post

    Hi all!
    What is the best online and home study copywrititng courses and books to begin learning WEB copywriting? Courses/books that mainly use swipefilse to analyze and break down, bit by bit, to actually show what is and what is not good copy and advertisements, esp. Web online copy????? thanks
    Just as example, two pieces of WEB copy which knocked it out of the park, Corey Rudl's promotion for THE INSIDER SECRETS TO MARKETING YOUR BUSINESS ON THE INTERNET and

    Kelly Felix' promotion for his RICH JERK course. Both considered milestones of WEB marketing, both producing untold fortunes. You could spend the next month going over these bit by bit, word by word and break them down, analyze them to the Nth degree...

    And learn very little about how to write web copy. Same goes for all those great ads in all the swipe files out there. There has to be some context as to their success. Where they were run, WHEN, and the target market.

    Any basic copywriting course will give some structure to work with, now many have learned from studying and analyzing old ads and Internet promotions, and if you have the TIME, it may be a worthwhile pursuit for you. The very simple and basic book by Vic Schwab, HOW TO WRITE A GOOD ADVERTISEMENT has all the basic structure.

    Here is my COURSE in a post. This for starting a business, marketing it, and for WRITING copy to sell products.

    ONE. JOB ONE. The essence, the bottom line is...the bottom line is NET PROFITS. In order to get NET profits, one needs BUYERS.

    BUYERS. When starting a biz, one knows WHO they are, WHERE they are, and the rest of the job, the marketing or tactical part is...getting your sales message (COPY) in front of them. The more you know about them, and when you intersect with them, then the better you are able to WRITE something which could move them toward becoming a buyer.

    It is sadly amusing to see people who have struggled for years and years and have never earned a dime, having spent thousands on their Internet Marketing education....and today, there are literally tens of thousands of new copywriters which share a common thing, or problem and that is HOW TO GET CLIENTS?

    So, as a beginner, my OPINION is (because that is what I promised in my subject header)...

    Pick some areas you have interests in and immerse yourself in how the products and services are being marketed on the web. Choose any niche, or a few of them. take GOLF as an example. Spend days looking over every golf site you can find, read and save every piece of copy which is selling you something. What is the common appeal? Maybe there is or isn't one.

    HOW and where are they reaching potential buyers, and what are they writing, or saying or showing to them to get them to buy? What other things do they offer? Do they have funnels? Back ends? Upsells? Down or cross sells?

    My opinion is you will learn faster and become better as you analyze CURRENT advertising, and see what is being done today...then you can compare them to some OLD ads, like John Carlton's ONE LEGGED GOLFER ad to see how they get attention and build up the interest and desire.

    Now, you may prefer to take your time, invest months or years into studying all the old classics until you feel comfortable enough to write, that's fine, many of the thousands out there have done this.

    OR you may prefer to get up to speed as fast as possible by starting with what is working TODAY, right now, on the web, and also to start writing right now. When I did accept copy students (I DON'T NOW) the first thing I made them do, no matter what their knowledge or experience was...

    was to write a promotion for a real product.

    Start writing now, write on something you have recently bought. I'm sure you'll get a plethora of advice on the books to read, the courses to take and all that. IF you've got a full tank of time in your life and have no urgency, then by all means read, study and analyze away.

    Good luck.

    GordonJ
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    • Profile picture of the author Jeffery
      Originally Posted by GordonJ View Post

      Just as example, two pieces of WEB copy which knocked it out of the park, Corey Rudl's promotion for THE INSIDER SECRETS TO MARKETING YOUR BUSINESS ON THE INTERNET and

      Kelly Felix' promotion for his RICH JERK course. Both considered milestones of WEB marketing, both producing untold fortunes. You could spend the next month going over these bit by bit, word by word and break them down, analyze them the Nth degree...

      And learn very little about how to write web copy. Same goes for all those great ads in all the swipe files out there. There has to be some context as to their success. Where they were run, WHEN, and the target market.

      Any basic copywriting course will give some structure to work with, now many have learned from studying and analyzing old ads and Internet promotions, and if you have the TIME, it may be a worthwhile pursuit for you. The very simple and basic book by Vic Schwab, HOW TO WRITE A GOOD ADVERTISEMENT has all the basic structure.

      Here is my COURSE in a post. This for starting a business, marketing it, and for WRITING copy to sell products.

      ONE. JOB ONE. The essence, the bottom line is...the bottom line NET PROFITS. In order to get NET profits, one needs BUYERS.

      BUYERS. When starting a biz, one knows WHO they are, WHERE they are, and the rest of the job, the marketing or tactical part is...getting your sales message (COPY) in front of them. The more you know about them, and when you intersect with them, then the better you are able to WRITE something which could move them toward becoming a buyer.

      It is sadly amusing to see people who have struggled for years and years and have never earned a dime, having spent thousands on their Internet Marketing education....and today, there are literally tens of thousands of new copywriters which share a common thing, or problem and that is HOW TO GET CLIENTS?

      So, as a beginner, my OPINION is (because that is what I promised in my subject header) is

      Pick some areas you have interests in and immerse yourself in how the products and services are being marketed on the web. Choose any niche, or a few of them. take GOLF as an example. Spend days looking over every golf site you can find, read and save every piece of copy which is selling you something. What is the common appeal? Maybe there is or isn't one.

      HOW and where are they reaching potential buyers, and what are they writing, or saying ot showing to them to get them to buy? What other things do they offer? Do they have funnels? Back ends? Upsells? Down or cross sells?

      My opinion is you will learn faster and become better as you analyze CURRENT advertising, and see what is being done today...then you can compare them to some OLD ads, like John Carlton's ONE LEGGED GOLFER ad to see how they get attention and build up the interest and desire.

      Now, you may prefer to take your time, invest months or years into studying all the old classics until you feel comfortable enough to write, that's fine, many of the thousands out there have done this.

      OR you may prefer to get up to speed as fast as possible by starting with what is working TODAY, right now, on the web, and also to start writing right now. When I did accept copy students (I DON'T NOW) the first thing I made them do, no matter what their knowledge or experience was...

      was to write a promotion for a real product.

      Start writing now, write on something you have recently bought. I'm sure you'll get a plethora of advice on the books to read, the courses to take and all that. IF you got a full tank of time in your life and have no urgency, then by all means read, study and analyze away.

      Good luck.

      GordonJ
      ^ Gold Nugget ^
      Signature
      In the minute it took me to write this post.. someone died of Covid 19. RIP.
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  • Profile picture of the author max5ty
    Quit getting hung up on thinking it's all in what you say...

    a good product will sell even if you suck at writing.

    I've seen people that never heard the word copywriting and sold a load of stuff.

    Sit down and talk to a friend in everyday talk about what you're selling....

    Use that to write your stuff... You'll sell more and save yourself the trauma of trying to be a copywriting star.

    It's not magic.

    It's not a super secret formula.

    Stop thinking you need to discover some hidden secrets.

    The right product will sell regardless of what you write... If you just talk like a normal person talking to a normal person
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  • Profile picture of the author IMBizPro
    Read the following:

    Scientific Advertising by Claude Hopkins

    Tested Advertising Methods by John Caples

    The Ultimate Salesletter by Dan Kennedy

    And the Gary Halbert Letter ( all back issues easily found on Google )

    If you truly read and study these materials along with building a nice swipe file of web ads, you'll have a great foundation to become a solid copywriter.
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    • Profile picture of the author oppyeaunome
      Originally Posted by IMBizPro View Post

      Read the following:

      Scientific Advertising by Claude Hopkins

      Tested Advertising Methods by John Caples

      The Ultimate Salesletter by Dan Kennedy

      And the Gary Halbert Letter ( all back issues easily found on Google )

      If you truly read and study these materials along with building a nice swipe file of web ads, you'll have a great foundation to become a solid copywriter.
      I'll add Ca$vertising by Drew E. Whitman and The 16 Word Sales Letter by Evaldo Albuquerque to the above list.

      Above all, you don't want to spend too much time reading. You want to begin writing as soon as possible. Many people get caught up in reading book after book thinking they have to be a copywriting ninja before they get started.

      The truth is, you just have to be "good enough" to make money with your copy. If you're looking to offer your services to businesses, then your focus is just to make more money for them than what they spend on you.

      All you need is the fundamentals of copy to make that happen.

      Overall the true money with copywriting is in writing copy for yourself. Once you learn this there's no limit to the amount of money you can make.
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  • Profile picture of the author GordonJ
    Originally Posted by nate55@bellsouth.net View Post

    Hi all!
    What is the best online and home study copywrititng courses and books to begin learning WEB copywriting? Courses/books that mainly use swipefilse to analyze and break down, bit by bit, to actually show what is and what is not good copy and advertisements, esp. Web online copy????? thanks
    https://www.warriorforum.com/copywri...pywriting.html

    The above post was made in April 2019. One could go back two decades here and find pert near the same question, it is,

    after all,

    ASKED WEEKLY isn't it?

    So my crystal ball sez; In 2021, pick a month, some warrior will ask what books to read, what courses to take to become a high paid copywriter.

    Most of these, from say, a decade ago, can be found writing receipts at their job, maybe flipiing burgers or selling shoes. Sure, some have made it. Sure there will always be a demand, a need for them until AI surpasses us all...

    But as far as easy money goes, Create a copywriting course based on the suggestions on what to read and who to study, you'll be in high cotton for years to come.

    GordonJ

    PS Working on it. Can't decide to charge 10 bux or a 1000? Or 2
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    • Originally Posted by GordonJ View Post

      https://www.warriorforum.com/copywri...pywriting.html

      The above post was made in April 2019. One could go back two decades here and find pert near the same question, it is,

      after all,

      ASKED WEEKLY isn't it?

      So my crystal ball sez; In 2021, pick a month, some warrior will ask what books to read, what courses to take to become a high paid copywriter.
      Can we pusseuede WF to fix up a prize here?

      If'n only to smack AI in the presumptive tits?

      Let's see if we can pre-copyscape the ZACKT post or reply gonna appear here anytime till, say, 2025.

      Winnah gets WF brand beer, or mebbe a funky pen!

      Bettah still ... WF rewards the suggestah of the best WF initiative evah with a freebie makes her heart bosom on up!

      Here's my shot ...

      I'm studying to be a pro celebrity copywriter commanding $150,000 per annum from devoted fans and clients, and I'm reading all the classic copy books suggested here ever. Only problem is ... I'm a horse. I know I have pretty cool diction for an equine, but I'm concerned no-one will take me seriously because of the smell. It's the veritable elephant in the room -- even on my YouTube channel. As a would-be influencer, this is potential suicide made flesh. Can any pro copywriters help me out here? Any horses?

      Tellya, this appeahs here before we ship out into the 2030s, I demand a yacht.

      Natchrlly, less pinpoint warriors would mebbe settle for a $100 groomin' product coopon -- so mebbe get printin' 'em out, WF.

      Like Steve Jobs said, "the people who are crazy enough to think they can change the world are the ones who do. Meantime, the clueless should maybe play their part in swinging on along.as part of a grand cash giveaway."
      Signature

      Lightin' fuses is for blowin' stuff togethah.

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  • Profile picture of the author Stephen Floyd
    I disagree that you just need to talk like a normal person and call it good. Normal people stumble through sentences, repeat themselves, use filler words, lean on colloquialisms and jargon, etc., etc. Good copywriting isn't magic, but it does require training and discipline, like learning a new language.

    I would recommend "Copywriting Secrets" by Jim Edwards and "Building a Storybrand" by Donald Miller. If you really want a deep dive, pick up "Story" by Robert McKee. It's not a marketing book, but presents narrative techniques that back up what the other books have to say.

    And just like a language, don't think you're done learning when you become fluent. Languages evolve, and good communication is an ability you acquire over a lifetime. Just so, good copywriting is a lifelong pursuit and you should always be ready to learn more.
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  • Profile picture of the author laurencewins
    Since nobody has stated the obvious, and not caring what names I get called,

    Nate, the written word is a valuable tool, and needs to be used properly.


    You have several choices.
    1. Improve your spelling, grammar, etc.
    2. Or if you're either too busy or simply don't know how, pay somebody to help you. Whether it be a writer, an editor/proofreader or some combination.


    Feel free to check out my site if you need help in that area.
    I didn't write this reply with that in mind.
    I do have skills and experience in that area so I share where I can.


    I don't say all this to be mean; simply to educate.
    It's your choice how to proceed.



    I wish you well in your endeavours.
    Signature

    Cheers, Laurence. Writer/Editor/Proofreader.
    Visit my site for more info

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  • Profile picture of the author koolstories
    Hi, Nate is lots of copywriting courses on Udemy and Uacdemny you can check them out to see which suits your needs.
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  • Profile picture of the author Teright03
    Books & ads by David Ogilvy and Claude Hopkins. Most of the brands they promoted are still alive today.

    This doesn't happen with Gary Halbert, Eugene Schwartz, among others. Most of their copy focus on getting quick sales.

    While the Hopkins & Ogilvy style focuses on long-term sales.


    All the big names are worth studying, but you should prioritize:
    • If you're into Affiliate, you can imitate what Halbert have done.
    • If you're under a brand, Ogilvy & Hopkins are the way to go.
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  • I get e-mails from Ben Settle. He's a top copywriter that sells books about copywriting.

    I subscribed to his list just to accumulate some of the best Subject Lines I've ever seen. And his sales letters for his extravagantly priced book (which I have occasionally bought) are works of art, to be studied.
    Signature
    One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

    Terence Fletcher: "There are no two words in the English language more harmful than Good Job." Whiplash.
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    • Profile picture of the author Tony M
      I love how expands on a particular bullet throughout his copy.

      If you're on his list, he'll even turn an entire bullet (from the sales page of whatever he's promoting at the time) into an entire email.

      You'll learn more from him by being a customer than you will just stalking his blog and free email list.
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  • Profile picture of the author 1Bryan
    Here's the funny thing about copywriting.

    Let's say Copywriter A puts out a letter. And if you ask them? It's not great. Maybe just average. Maybe they even kinda "phoned it in". Maybe they'll tell ya it sucks.

    But if it generates big money?

    It becomes "great copy." And people study it.

    Even funnier. Copywriter can't get clients. Even though getting clients IS a copywriting gig. Your own.

    So they blog about copywriting.

    And become a genius. To their fans. And make lots of money. Selling to their fans. But some of their fans ... own businesses. And hire the copywriter.

    Who couldn't get clients.

    Money's that easy to make. If you see it.

    P.S. If I had to recommend, for a friend, a crash course? Cashvertising is my pick.
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    • Originally Posted by 1Bryan View Post

      Here's the funny thing about copywriting.

      Let's say Copywriter A puts out a letter. And if you ask them? It's not great. Maybe just average. Maybe they even kinda "phoned it in". Maybe they'll tell ya it sucks.

      But if it generates big money?

      It becomes "great copy." And people study it.

      Even funnier. Copywriter can't get clients. Even though getting clients IS a copywriting gig. Your own.

      So they blog about copywriting.

      And become a genius. To their fans. And make lots of money. Selling to their fans. But some of their fans ... own businesses. And hire the copywriter.

      Who couldn't get clients.

      Money's that easy to make. If you see it.

      P.S. If I had to recommend, for a friend, a crash course? Cashvertising is my pick.

      Diffrence between a BULL'S EYE an' a cat peein' is where you position the frickin' cat.
      Signature

      Lightin' fuses is for blowin' stuff togethah.

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  • Profile picture of the author markeugene
    Think structure not pretty words. This will help you grasp copy better than anything. Also learn to sell is critical. Copywriting is just selling on paper.

    I've been happy with Sean Vosler's work.

    Also another gem that very few know about is Blair Warren's Forbbiden Keys to Persuasion.

    Tom Hopkins Master the Art of Selling is a masterpiece. You will learn sales language that can be easily tied into print/web copy
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  • Profile picture of the author nihitthakkar
    There is no specific course for copywriting. It only requires practice to write creatively. And, with experience one can become good at copy writing. Copywriting is everywhere around us, you only have to observe and start practicing to write it.
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