Copywriting For Absolute Beginners

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I've now been a freelance copywriter for the last 11 years. If you're a brand-new copywriter, I'm going to try to give you a tiny peek at the art and science it involves.

So, here it is... my version of Copywriting For Absolute Beginners.

Let's begin...

Before you write any copy at all, you need to have a firm grasp of AIDA. In a nutshell, it's the copywriting "formula." Sometimes the parts are shuffled around a little, but the major parts are always present.

There are 4 basic parts to AIDA: Attention, Interest, Desire, and Action. Within those parts, are MANY other sub-parts. Together, these are the building blocks of your sales copy.

Classic books, such as Victor Schwab's How to Write A Good Advertisement, will help you understand the hierarchy involved in greater detail.

Next, you should have a good understanding of general writing. Things like spelling, grammar, and punctuation have to be correct in your sales copy.

YOU really need to know these things.

Why?

Because, sometimes, when a non-copywriter edits a sales letter, they can end up changing the intent or meaning of it.

With that basic knowledge under your belt, the next task is research. If you have a client who is an expert in their niche, that will greatly speed things up. That's because one of the things you'll have them do is complete a DETAILED copywriting questionnaire.

A lot of beginning copywriters use the same questionnaire for every project. That's a huge mistake. Why? Because every project is a little (or a lot) different.

That's why I spend a fair amount of time creating the sales letter questionnaire. I want to make sure I've collected all the information I'll need to write the best copy possible.

Of course, many times, you'll be writing copy for an information product. Going through the product -- which is time-consuming, but necessary -- will give you everything else you need.

I actually like going through info products because it gives me tons of ideas for writing bullet points. In fact, I call them "Magic Bullets" because they are one of the most powerful copywriting elements.

Now that you've got some copywriting knowledge and the information you'll need about the product (or service), it's time to start writing the copy, right?

Wrong.

Actually... it's time to build an outline.

I consider creating a solid outline to be the most important part of the entire writing process. Yes, I know... quite a few copywriters skip this step and just sit down and start writing.

However, if you do that, you'll be more likely to make mistakes... you'll forget things... and editing (which I'm not too fond of) can often become a full-on nightmare.

Your outline is like a map to your sales letter. It keeps you on track. I use it to chart the points I need to hit... and when I need to hit them.

When you have a solid outline, based on AIDA, then it's time to -- FINALLY -- write the copy.

Dan Kennedy said a sales letter consists of a lot of different parts (or sections) which need to be smoothed together. And that's a good analogy.

I like to start with the headline. Starting there gives me a frame of reference while writing the rest of the copy. In other words, the headline is part of the promise I need to fulfill.

When the copy is finished, it's time to proofread it -- not just once, but many times.

During the proofreading, you'll discover a lot of sentences that can be improved. Either for increased clarity, or to make it more persuasive.

If you skimp on proofreading and editing, it will show in the final product. So, don't try to take any short-cuts with it.

And that -- with hundreds of important points glossed over -- is how to write a sales letter.

I hope it helps you.

John

P.S. If you don't listen to anything else I said, make sure you read the Victor Schwab book several times.
#absolute #beginners #copywriting
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  • Profile picture of the author SARubin
    Good primer John,

    I'm just glad you didn't mention customer research or market research. If newbies ever found out about that secret the competition might become fierce.

    Oh crap, I think I just let the secret out.

    Eh, that's OK. Most newbies will never take the time to do it anyway, so it'll still be our little secret for now (shhh, don't tell anyone).

    Originally Posted by Johnny12345 View Post

    Classic books, such as Victor Schwab's How to Write A Good Advertisement, will help you understand the hierarchy involved in greater detail.
    I've read Victor Schwab's book a few times. Great book.

    It's like a complete Advertising / Copywriting course packed into the margins of a couple hundred pages. Brilliant stuff from a true master.

    Sadly, most newbies will disregard it because the original book is like 80 years old and it doesn't mention tiktok or facebook anywhere, so how can it still be relevant today?

    I guess there's another secret we can take to the grave with us .
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    • Profile picture of the author Johnny12345
      Originally Posted by SARubin View Post

      I'm just glad you didn't mention customer research or market research. If newbies ever found out about that secret the competition might become fierce.
      ...
      I've read Victor Schwab's book a few times. Great book.

      SA,

      I did mention research (in paragraph 11). But only in passing. As I noted, I glossed over a lot. It's just not possible to get granular in a single post.

      In a nutshell, research is important so you can achieve a "message to market match," as Dan Kennedy famously says.

      I like Schwab's book because it focuses on the fundamentals. A lot of beginners, instead, focus on copywriting "tricks & tips" -- which is sort of like building a house without a foundation.

      The thing is, the fundamentals of copywriting haven't changed that much, because people haven't changed much. We are still tend to decide based on emotion and justify with logic.

      John
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  • I would want always for copy to fix me with the gaze of a lion.

    Walk with me, we gowin' places big & bold.

    Ignore me, you gonna be torn apart.


    Sunny, manesy horizons fulla glints of promise shone from gleamin' eyes always play diffrent from snap of teeth primed to slit your jugulah.

    But it is the same animyool.


    Real slidin' scale of wants here with yuh lions ...

    Max juxtaposition of SNOOZE EASY & SLAY HARD.

    You would naht find this combination in no hamstah, less still in no snake.

    Pouncepoint of panorama prolly counts for a great deal if'n you a lion, I guess.
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    • Profile picture of the author Johnny12345
      Originally Posted by Princess Balestra View Post

      Max juxtaposition of SNOOZE EASY & SLAY HARD.
      ...
      Pouncepoint of panorama prolly counts for a great deal if'n you a lion, I guess.

      Princess,

      I mentioned in my post that I glossed over a lot of concepts. So -- as important as they are -- I just didn't get around to juxtaposition and pouncepoints.

      My bad.

      John
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      • Originally Posted by Johnny12345 View Post

        Princess,

        I mentioned in my post that I glossed over a lot of concepts. So -- as important as they are -- I just didn't get around to juxtaposition and pouncepoints.

        My bad.

        John
        JUXTAPOSITION & POUNCEPOINTS
        a 1 min primah bcs noodles are imminent in my vista

        How close can you get to the people gonna love your stuff?

        How readily may all your promo chime with what they seekin'?

        That's yr JUXTA.

        An' it is why bodybuildin' experts of considerable renown don't evah sell their steroid-rich flesh-pumpin' enhancements to aquatically-themed leisure parks.

        "Our visitors prefer our penguins to observe regular feeding times, and delight in the tossing of raw fish into their enthusiastic mouths. What they do not like so much is having their brains pecked out by an avian mob short on lower limb possibility."


        Hot Tip : Be real pertickular 'bout whom you speakin' to.

        OK, so now we can pounce.

        Havin' identified a perickular buncha people ...

        who you might wanna hug desprtit to your mortal buzzim ...

        hey, so ... what they like?

        What do they wanna hear?

        What constitoots an ideal path outta the maelstrom for them?

        Herein lies a magnitood of wants much like your own.

        Neatah hair.

        Fastah car.

        Less irritatin' bacterial invasion of tinglydanglies.

        Might this JUXT PERFECT buncha people be seekin' flesh & blood tangibles & practical slooshins on their ideal path outta the maelstrom?

        Hey ... so what narrative fits this story?

        Here's where you write it all out frantically.

        Primp for purpose.

        Polish.

        Add hairspray.

        Hot Tip : Now you ain't zackly pouncin', you summonin' transformational empathy gonna step your JUXTAPEEPS forward from sum stuck point they gaht to ansas they seek.


        An' now ...

        NOODLES!
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        • Profile picture of the author SARubin
          Creatively said, oh Princess

          I don't always understand the poetry in your writing. But the posts I can decipher, I find you have the most interesting way of expressing solid copywriting strategies.

          As a creative person I like you have many colors in my world that simply don't exist in nature.

          But the way you tie your alter-ego into material wisdom puts you at a level I can only aspire to reach someday.


          Originally Posted by Princess Balestra View Post

          JUXTAPOSITION & POUNCEPOINTS
          a 1 min primah bcs noodles are imminent in my vista

          How close can you get to the people gonna love your stuff?

          How readily may all your promo chime with what they seekin'?

          That's yr JUXTA.

          An' it is why bodybuildin' experts of considerable renown don't evah sell their steroid-rich flesh-pumpin' enhancements to aquatically-themed leisure parks.

          "Our visitors prefer our penguins to observe regular feeding times, and delight in the tossing of raw fish into their enthusiastic mouths. What they do not like so much is having their brains pecked out by an avian mob short on lower limb possibility."


          Hot Tip : Be real pertickular 'bout whom you speakin' to.

          OK, so now we can pounce.

          Havin' identified a perickular buncha people ...

          who you might wanna hug desprtit to your mortal buzzim ...

          hey, so ... what they like?

          What do they wanna hear?

          What constitoots an ideal path outta the maelstrom for them?

          Herein lies a magnitood of wants much like your own.

          Neatah hair.

          Fastah car.

          Less irritatin' bacterial invasion of tinglydanglies.

          Might this JUXT PERFECT buncha people be seekin' flesh & blood tangibles & practical slooshins on their ideal path outta the maelstrom?

          Hey ... so what narrative fits this story?

          Here's where you write it all out frantically.

          Primp for purpose.

          Polish.

          Add hairspray.

          Hot Tip : Now you ain't zackly pouncin', you summonin' transformational empathy gonna step your JUXTAPEEPS forward from sum stuck point they gaht to ansas they seek.


          An' now ...

          NOODLES!
          Signature

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          • Originally Posted by SARubin View Post

            As a creative person I like you have many colors in my world that simply don't exist in nature.
            Neat!

            Blushin' & flushin' are two halves of the same whooshin'.
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  • Profile picture of the author WF- Enzo
    Administrator
    Good stuff. I made this sticky on the Copywriting section.
    Signature
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  • Profile picture of the author GordonJ
    Newbie copywriters would be ahead of their pack, IF, they scored a high 90% on the quizzes at the end of each chapter of HOW TO WRITE A GOOD ADVERTISEMENT. I've often thought a quiz of 150 questions, with some examples would be almost all a new copywriter would need to get started.

    That, and studying the genius of WF copywriters sections, of which there are many geni.

    GordonJ


    Originally Posted by Johnny12345 View Post

    I've now been a freelance copywriter for the last 11 years. If you're a brand-new copywriter, I'm going to try to give you a tiny peek at the art and science it involves.

    So, here it is... my version of Copywriting For Absolute Beginners.

    Let's begin...

    Before you write any copy at all, you need to have a firm grasp of AIDA. In a nutshell, it's the copywriting "formula." Sometimes the parts are shuffled around a little, but the major parts are always present.

    There are 4 basic parts to AIDA: Attention, Interest, Desire, and Action. Within those parts, are MANY other sub-parts. Together, these are the building blocks of your sales copy.

    Classic books, such as Victor Schwab's How to Write A Good Advertisement, will help you understand the hierarchy involved in greater detail.

    Next, you should have a good understanding of general writing. Things like spelling, grammar, and punctuation have to be correct in your sales copy.

    YOU really need to know these things.

    Why?

    Because, sometimes, when a non-copywriter edits a sales letter, they can end up changing the intent or meaning of it.

    With that basic knowledge under your belt, the next task is research. If you have a client who is an expert in their niche, that will greatly speed things up. That's because one of the things you'll have them do is complete a DETAILED copywriting questionnaire.

    A lot of beginning copywriters use the same questionnaire for every project. That's a huge mistake. Why? Because every project is a little (or a lot) different.

    That's why I spend a fair amount of time creating the sales letter questionnaire. I want to make sure I've collected all the information I'll need to write the best copy possible.

    Of course, many times, you'll be writing copy for an information product. Going through the product -- which is time-consuming, but necessary -- will give you everything else you need.

    I actually like going through info products because it gives me tons of ideas for writing bullet points. In fact, I call them "Magic Bullets" because they are one of the most powerful copywriting elements.

    Now that you've got some copywriting knowledge and the information you'll need about the product (or service), it's time to start writing the copy, right?

    Wrong.

    Actually... it's time to build an outline.

    I consider creating a solid outline to be the most important part of the entire writing process. Yes, I know... quite a few copywriters skip this step and just sit down and start writing.

    However, if you do that, you'll be more likely to make mistakes... you'll forget things... and editing (which I'm not too fond of) can often become a full-on nightmare.

    Your outline is like a map to your sales letter. It keeps you on track. I use it to chart the points I need to hit... and when I need to hit them.

    When you have a solid outline, based on AIDA, then it's time to -- FINALLY -- write the copy.

    Dan Kennedy said a sales letter consists of a lot of different parts (or sections) which need to be smoothed together. And that's a good analogy.

    I like to start with the headline. Starting there gives me a frame of reference while writing the rest of the copy. In other words, the headline is part of the promise I need to fulfill.

    When the copy is finished, it's time to proofread it -- not just once, but many times.

    During the proofreading, you'll discover a lot of sentences that can be improved. Either for increased clarity, or to make it more persuasive.

    If you skimp on proofreading and editing, it will show in the final product. So, don't try to take any short-cuts with it.

    And that -- with hundreds of important points glossed over -- is how to write a sales letter.

    I hope it helps you.

    John

    P.S. If you don't listen to anything else I said, make sure you read the Victor Schwab book several times.
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    • Profile picture of the author SARubin
      Originally Posted by GordonJ View Post

      I've often thought a quiz of 150 questions, with some examples would be almost all a new copywriter would need to get started.
      I like this idea, Gordon.
      Many of the visitors to my little hobby site seem to be copywriting newbies, and I'll bet they would love to see something like this.

      If you decide to move forward with it I'd be more than thrilled to lend a hand.
      And if you decide not to, I'd be more than thrilled to steal the idea from you
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      • Profile picture of the author GordonJ
        Dear SARubin,

        This morning, my best reason for getting out of bed was to be able to take a nap on my couch.

        I took Joe Karbo to heart, and there is no lazier man than I. Don't steal, take freely, these are "on the curb" thoughts here at WF. Free for all.

        IF you do DO something, I'd be happy to make a very small contribution, maybe a hotsheet or formula. My only advice is to keep it as simple as you can, and it is one reason I like Schwab's work, easy to read and UNDERSTAND.

        GordonJ (the lazy old man)

        P.S. An after thought. SA, maybe collaborate with other Warriors and you all use it as a lead gen/front end, or bonus for other things?


        Originally Posted by SARubin View Post

        I like this idea, Gordon.
        Many of the visitors to my little hobby site seem to be copywriting newbies, and I'll bet they would love to see something like this.

        If you decide to move forward with it I'd be more than thrilled to lend a hand.
        And if you decide not to, I'd be more than thrilled to steal the idea from you
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  • Profile picture of the author max5ty
    Thanks for taking the time to write that out.

    It will be a big help to new copywriters. It's very informative.

    Also, thanks to whoever made it a sticky!
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  • PERFECTLY POSSIBLE IN EVERY WAY
    How My Heartfelt Desiah
    To Smoochie Close To Benedict Cumberbatch
    Means More To Yr Business
    Than You Ever Believed Possibyool.

    Gotta admit -- it is naht evrywahn's desiah to force Benedict Cumberbatch into so submissive a clinch he could barely breathe as you rolled your tongue ovah the softo hush of his max expression eyebrows.

    But desiah is this powahful, always.

    As a copywritah, you gotta move people from impossible imaginins fulla pain bcs they ain't nevah gonna happen to perfectly possible steps A-B-C guaranteed to delivah way more'n they evah expected.

    It is amplification of specific fyootyoore path presented as more of an inevitable than an accident.

    Uh huh, so I write to him evry day.

    Dear Benedict,

    you are so way hot in a cerebral way I believe you are the Millennial equivalent of what desprit gals felt about Patrick Stewart before we remembered hair.

    I would so love to romp beside you in all your cavortin', an' though I have many yummily bunny kinda characteristics, likely I would wanna bite you real hard sumtimes.


    Hey, but the guy gaht movies to make, accents to perfect, butt cheeks to tone by the light of scented candles as they drip hot wax onto *plz sweet jeezis save me* leatherbound works of Shakespeare's greatest oratorial oralness mwah mwah mwah *waaaaaaaaaaaaaaaaaaaaaaaaah*

    So I figurin' aftah 5+ years my significant advances ain't gowin' noplace, even though I gaht a coupla perky hooks upon which frilled Elizabethan shirts could be hung no prahblem, an' I even drawed out diagrams feachurin' him also, mostly in scenes involvin' total prostration, eg Caesar bein' stabbed but a heartsy slave gal busts out from behind a pillah to give him the kiss of life.

    Thing is ... wishes unfulfilled will always seek oppoortonities to happen.

    Most times, most people will have been round the block a zillion times regardin' evry optschwaahn gowin'.

    So your one new glimmer of a chance at sumthin' mattahs real big time is more of an open horizon than you might think.

    Are you writin' out that chance for people?

    You should be.

    DISCLAIMAH:
    If'n Benedict Cumberbatch is one of the many millions lookin' in on WF for marketin' advice, I have no desiah to suggest I would wish to replace your regulah agent regardin' professional opportoonities. Yeah, but if'n you wanna do pizza anytime, jus' call me up, huh? I gaht this real cool trick where I slap 2 slices against muh cheeks an' flap 'em around like they the mandibles of sum bloodthirsty insect, an' then I say, "I could so gobble you up, Sweetie." I figure this is like actin' but mebbe you could tell me for sure because you an expoit. Is it too immodest of a single hooman bein' to ask if I may lick your hair? Or your face? Whatevah you decide: THIS IS NAHT A FORMAL REQUEST FOR YOU TO DISPENSE WITH THE SERVICES OF YOUR REGULAH MOVIE AGENT AN' GO EAT PIZZA WITH MOI.
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    • Profile picture of the author GordonJ
      Originally Posted by Princess Balestra View Post

      PERFECTLY POSSIBLE IN EVERY WAY
      How My Heartfelt Desiah
      To Smoochie Close To Benedict Cumberbatch
      Means More To Yr Business
      Than You Ever Believed Possibyool.



      But desiah is this powahful, always.

      As a copywritah, you gotta move people from impossible imaginins fulla pain bcs they ain't nevah gonna happen to perfectly possible steps A-B-C guaranteed to delivah way more'n they evah expected.

      It is amplification of specific fyootyoore path presented as more of an inevitable than an accident.



      Thing is ... wishes unfulfilled will always seek oppoortonities to happen.

      Most times, most people will have been round the block a zillion times regardin' evry optschwaahn gowin'.

      So your one new glimmer of a chance at sumthin' mattahs real big time is more of an open horizon than you might think.

      Are you writin' out that chance for people?

      You should be.
      As an add...wishes, dreams, wants/needs, desires, hopes and fantasies UNFULFILLED is where many a dallar (yikes, she's wearing off) lay on the ground wating to be scooped up.

      GordonJ
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  • Profile picture of the author Ndyama
    Great tips actually. I think it will be pretty helpful for beginners to find out how to start in copywriting. You would be surprised how often I find errors in copy. If your text has spelling or grammar errors, it can have an adverse effect on your ultimate goal. Moreover, great copy is persuasive. You must write in a way that convinces someone to complete the desired action. You're not selling watches; you're selling luxury. You're not selling insurance; you're selling protection. Identify the emotions that you're trying to trigger from the reader, and find the right word combination to reach those feelings.
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  • Profile picture of the author mmp s
    How exactly do create an outline beyond saying "Okay, here goes Attention, then comes Interest, then..." ?

    Do you mean that you think of specific points pertaining to the copy you write? For example, I'm writing an e-mail to sell a green supplement and I think:

    "Okay, I'll get attention with this health scare. Then interest? Hm... I'll mention that it reduces the chances of a heart attack by 80%. But also that it improves endurance in sports. And also that..."

    Is that what you mean?
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    • Profile picture of the author Johnny12345
      Originally Posted by mmp s View Post

      How exactly do create an outline?

      To create a proper outline -- which is basically a list of "talking points" for your sales copy -- you need to understand AIDA.

      You also need to gather the necessary info (mostly via a copy questionnaire, the product, and your own research).

      Those are the main pieces of the puzzle.

      Next...

      The AIDA acronym can be confusing for beginners. So, let me explain it simply...

      AIDA stands for Attention, Interest, Desire, and Action.

      But, from a practical standpoint, what does that actually mean?

      Well, you can think of it this way...

      Attention is about your Headline.

      Interest is about your Benefits.

      Desire is about Proof.

      And Action is about your Offer.

      (Of course, within those four groups are TONS of sub-elements that you need to select on a case-by-case basis. But, as an example, the offer is composed of elements such as the price, guarantee, bonus, etc.)

      Anyway, once you've gathered the information you need to write your sales letter, you can sort and break it down into those FOUR basic groups.

      That said, it frequently is not quite that simple.

      Why?

      Because not all of the info in the questionnaire you receive from your client will be useful. (For example, not every product has a great story behind it, or strong proof elements. So, your skill and knowledge will come into play.)

      To sum it all up...

      Your outline is composed of a list of "talking points" that you will use in your copy. Those talking points are based on -- once again -- AIDA.

      As you can see, AIDA is central to the art and science of copywriting. That's why I suggest (as I have done several times before) that beginners should read the Schwab book.

      John

      P.S. You mentioned SUPPLEMENTS. I'm NOT a lawyer and am NOT offering you legal advice. However, in general, you should be aware that you need to be VERY careful about writing copy for vitamins and other supplements.

      To sell them, you will be tempted to make specific (and often unsubstantiated) health benefit claims. This could result in action being taken against you by the FTC and/or FDA.

      Before you write copy for that niche, learn the rules, restrictions, and requirements involved. YOU'VE BEEN WARNED...
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      • Originally Posted by Johnny12345 View Post

        Your outline is composed of a list of "talking points" that you will use in your copy. Those talking points are based on -- once again -- AIDA.
        May I slip inbuhtween your ellipses for a moment here?

        Gotta hope you will enjoy it ultimately.

        If'n it helps, I do this often as I can with most evrywan bcs I a natchrlly generous person.

        Thing with most copy is when it reads more like the writah than the beholdah, you see it as woids.

        Litrchr an' theater works much more evocatively.

        "Into our gloriously desirable conceit may you so willingly wander freely."

        So we gotta watch always for our proclamations 'pon "-- once again --" less'n we be misled.
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        • Profile picture of the author Johnny12345
          Originally Posted by Princess Balestra View Post

          Thing with most copy is when it reads more like the writah than the beholdah, you see it as woids.

          Hi Princess,

          OK... I'm not entirely sure what you're talking about. (Maybe SARubin can explain it to me.)

          However, I did NOT mean to imply that you simply write up some "talking points" and then mechanically stuff them into your sales letter. (Maybe that was your point; it seemed like it.)

          So, when I said, "a list of talking points that you will use IN your copy," I should have explained that talking points are raw IDEAS -- not SNIPPETS of canned copy to be cut & paste into a letter.

          Talking points, then, are intended to make you THINK... and to remind you of IDEAS that came to you while thinking about the APPROACH you'll take with the copy.

          That sort of thing.

          John

          Originally Posted by Charlyne Masongsong View Post

          This is really helpful. Thank you!

          Any exercises we can do to maybe get the juices flowing?

          Hi Charlyne,

          I'm glad you've enjoyed the posts.

          Exercises?

          Yes. Here's a good one...

          First, read the Schwab book.

          Next, read the posts in this thread, again.

          Finally, choose a product -- any product -- and write a sales letter for it.

          John
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          • Profile picture of the author SARubin
            Originally Posted by Princess Balestra View Post

            Thing with most copy is when it reads more like the writah than the beholdah, you see it as woids.

            Litrchr an' theater works much more evocatively.

            "Into our gloriously desirable conceit may you so willingly wander freely."
            Originally Posted by Johnny12345 View Post

            Hi Princess,

            OK... I'm not entirely sure what you're talking about. (Maybe SARubin can explain it to me.)
            Well John, my Elfin to English translation is a bit rusty these days so I'm not exactly sure what Princess is saying. (it depends on which dialect she's using)

            But I believe she means we should write our sales copy from the readers point of view. And evoke emotions by inviting our reader into a story that resonates with their own life.
            Because when we only write from the companies point of view it has no emotional impact on our reader. It's just words on a page...


            Either that, or she's saying we should stare into the eyes of a wolf while swinging a cat by the tail?

            I'm not sure which translation is correct. But it's probably the first one.
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            • Originally Posted by SARubin View Post


              But I believe she means we should write our sales copy from the readers point of view. And evoke emotions by inviting our reader into a story that resonates with their own life.
              Because when we only write from the companies point of view it has no emotional impact on our reader. It's just words on a page...
              That is it.

              It is without doubt that we all want all kindsa stuff.

              When we on a roll, we wish for our momentum to delivah smart stuff we already seen.

              When we challenged, we wish for slooshins to lift us up from the stymiepoint we at.

              Resta the time, we jus' buyin' shoes for the hell of it, I guess.

              So what is the WANTSCAPE you figure your copy gonna ROMP all over?

              Let us considah sellin' cutesy (plus also soothingly myoosical) cat costooms to dog-trainin' psychopeeps.

              Yanno ... pumpin' up the plus points of them mousily illustrated fluffy cat apparel accessories (ready to play Lion King favorites for only 0.15c per pop whenevah you maxin' out on bondin' with your one troo kitty sweetiepoppet) for steroid enhanced martial arts rifle ownin' proto-slayers whose pets exist only to RAVAGE ALL ENEMIES.

              Do you see the mismatch here?

              Likely them srsly dog guys ain't intrested in cat stuffs.

              (I realise I am milkin' a trope here, but I would want always to be considered one of life's more exotic milkahs.)


              Definin' the WANTSCAPE is key.

              It is the likeliest prowl areah of available prowlers.

              A self-enclosed universe where evrywan speaks the same language.

              Beyond its perimeter, so much is meaningless, undesirable piffle.
              Signature

              Lightin' fuses is for blowin' stuff togethah.

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  • This is really helpful. Thank you!

    Any exercises we can do to maybe get the juices flowing?
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  • Profile picture of the author Pixight Loop
    Thank you, for highlighting and framing a HUGE topic. I have a new book recommendation though I am not a newbie.
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  • Profile picture of the author webdevjay
    Johnny12345
    Can you please suggest a few other contemporary books on copywriting that you have read and found really amazing like Victor Schwab's book?
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  • Profile picture of the author davehayes
    Very useful post and as a fellow copywriter would say those principles are an essential part of the kit
    Signature

    Read the reviews on list building & blog promotion, so you save time & money
    http://davehayes.co

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  • Profile picture of the author Shannon Peel
    What is the difference between copywriting and brand storytelling?

    And...

    Can I use your answer as a quote in an blog post / digital magazine article?
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