Is there a step by step learn copywriting book?

14 years ago

Well I loved (and continue to re-read) Joe Sugarman's book. Doubtless you've seen it recommended.

The Adweek Copywriting Book is available on Amazon here (non-affiliate link).

Although I'm no expert. But it may be just what you're looking for. All those books are meant to be digested in different ways and each will reveal something new to you as you progress in your copy skills.

It is "close to basic" in that it's easily digestible and understandable, yet thorough and taught by one of the bests.

But it is definitely worth reading if you haven't yet. Mine is heavily dog-eared, highlighted, scribbled on and beat up although it's mostly my daughter's fault. I leave it on the floor by the couch. It's a magnet for two-year-old play-time-while-daddy's-napping-damage and her crayon experiments.

[ 2 ] Thanks

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Ross Bowring

14 years ago

Hey Cathy,

I'd start with this book myself.

"How To Write A Good Advertisement" by Vic Schwab

Amazon.com: how to write a good advertisement by victor schwab

Then I'd go up to the sticky thread above and work your way through more books... always having "practice" letters on the go where you're trying to incorporate your new learning... and also studying proven letters for the new persuasive "devices" you're being introduced to.

Good luck in your endeavors!

--- Ross

Quick edit: Nathan's recommendation is wonderful. Terrific, fun book. However, Schwab is more step-by-step, whereas Sugarman you sort of have to piece it together more yourself.

[ 3 ] Thanks

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Alex Cohen 14 years ago

[DELETED]

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- Ross Bowring 14 years ago
  
  Originally Posted by Alex Cohen
  
  The problem with books is, copywriting requires "tiered learning" and a book can only teach one of the tiers (elements) in a step-by-step manner.
  
  Hi Alex, I don't quite get what you mean by this. Would you mind indulging me with further explanation? Thank you.
  
  --- Ross
  
  Thanks
  
  1 reply
  
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  Alex Cohen 14 years ago
  
  Originally Posted by Ross Bowring
  
  Hi Alex, I don't quite get what you mean by this. Would you mind indulging me with further explanation? Thank you.
  
  --- Ross
  
  Sure Ross.
  
  Learning copywriting involves 6 (5 if you consider basic and advanced techniques as 1) elements. Since each element is so distinctly different (yes, I know there's some overlap), it would require a book of unmanageable size to teach this material in a step-by-step fashion.
  
  Alex
  
  [ 1 ] Thanks
  
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Michael Newman

14 years ago

Hi Ross,

Thanks for the advice.I am also "relatively"new to copywriting,and I am snapping up good info,here and there (mainly from this forum).Your "naked letters"were revealing,and easy to absorb,it showed a lot of "whys".
Cheers.

Newman

[ 1 ] Thanks

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colinjoss

14 years ago

Hey Cathy,

Not so much a book but a complete course on copywriting - John Carlton's Simple Writing System.

Colin

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Alfred Shelver

14 years ago

Okay so now I am getting why copywriters demand the big bucks. There does not seem to be a 101 step idiots guide... do this and you will SELL book.

Factor in the constant changing environment you guys are selling to, and it seems like a long road.

One that by all accounts is well worth it.

Thanks
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RickDuris

14 years ago

Originally Posted by Cathy Shelver

Okay so now I am getting why copywriters demand the big bucks. There does not seem to be a 101 step idiots guide... do this and you will SELL book.

Factor in the constant changing environment you guys are selling to, and it seems like a long road.

One that by all accounts is well worth it.

There is "an idiots guide." It's 31 steps.

Power Copywriting For The Internet by Bob Serling

Or just google "Bob Serling power copywriting for the internet"

Bob Serling broke it all down. Step by step. It's a great piece of work for someone getting started. It's a simple point A to point B manual.

It will inspire you with how straightforward the process is, but the magic of copywriting relies on other things outside the scope of a step-by-step guide. Things that only come with experience.

But for I think for what you want, it serves the purpose well.

- Rick Duris

PS: Bob is also a nice man.

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ewenmack 14 years ago

Originally Posted by Cathy Shelver

Factor in the constant changing environment you guys are selling to, and it seems like a long road.

Hi Cathy,

You nailed it there with that statement.

For instance the weight loss marketplace comes to mind.

The readers have been bombarded with "lose x number of pounds
in x number of days".

The sellers would ramp up their claims to unbelievable levels.

So the question became "how the heck do you compete in that market?"
Well the demand wasn't and isn't going a way...it just needed
a new approach.

The new approach became the ingredient of a plant.

The marketplace was open to it and went very well.

Examples are Hoodia and Acia berry.

So there needs to be a lot of upfront study of the marketplace
first before you write a word.

You want to know how what you have to offer fits in to the mix
and how to position it best.

Once you have that understanding, you feel a lot more confident
in writing your piece and in it's success.

All the best,
Ewen
- [ 3 ] Thanks
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Nathan Hangen

14 years ago

Originally Posted by Cathy Shelver

Okay so now I am getting why copywriters demand the big bucks. There does not seem to be a 101 step idiots guide... do this and you will SELL book.

Factor in the constant changing environment you guys are selling to, and it seems like a long road.

One that by all accounts is well worth it.

You can learn some good stuff over at Online Copywriting and Content Marketing Strategies | Copyblogger

[ 1 ] Thanks

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docsulo

14 years ago

Originally Posted by Cathy Shelver

I want to be like you copywriters, and manipulate peoples actions by my words.

Do you want to write copy for your own business or do you want to make copywriting a career?

If you'd like to do it for your business then you probably need to learn how to swipe ads not necessarily how to write ads. You also would spend more time figuring out how to create great offers so the offer rather than the copy can do the heavy lifting.

If you'd like to make copywriting your profession you'll probably need more than one book.

[ 1 ] Thanks
1 reply

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Steve The Copywriter 14 years ago

Cathy,

You could get a copy of Dan Kennedy's - "Ultimate Sales Letter" - it's a step by step guide.

And it won't cost you a fortune - about $10.00 on amazon.

Steve
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- Alexa Smith Banned 14 years ago
  
  Originally Posted by Steve Copywriter
  
  You could get a copy of Dan Kennedy's - "Ultimate Sales Letter" - it's a step by step guide.
  
  And it won't cost you a fortune - about $10.00 on amazon.
  
  ^^^^ This.
  
  Cathy, it's terribly easy to go into information overload, get a mountain of confusing, conflicting advice from nice, smart, knowledgeable people all of whom are trying to help you, and feel both bewildered and either disoriented (if you're in the US) or disorientated (if you're in England, South Africa or Australia).
  
  I agree with Steve Copywriter, here. For about $10, read this Dan Kennedy book first as a "mental vaccination" against confusion and all that other stuff, and then think again and ask some more.
  
  [ 1 ] Thanks
  
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Paul Hancox

14 years ago

I remember one of my driving lessons, feeling like I'd got the hang of it, driving along merrily down a road with a couple of parked cars down the side.

All of a sudden, the driving instructor yanked the steering wheel and pulled it sharply to the right.

I'd nearly driven into one of the parked cars.

And I was oblivious to that fact. I guess it was a lack of experience.

You know, I COULD have learned to drive from a book. Right?

However, most people hire a driving instructor, who helps the learner to learn in a step-by-step manner, while pointing out their mistakes along the way, and always having a foot on the pedal and an extra eye on the road... just in case the learner steers off course.

Ask yourself: Would you want to step into a car and hit the road after learning to drive from a BOOK?

I certainly wouldn't

Driving instructors aren't cheap, but it's the BEST way of learning to drive... because you need somebody there, until you're ready to drive on your own.

The same is true of copywriting.

You CAN learn the basics of copywriting from books.

But it's not quite the same as hiring a "driving instructor", to help you develop your skills step-by-step, help you to develop your confidence, give you the feedback you need, and pull the steering wheel when you occasionally veer into the wrong lane!

By the way, the above was (a) a disguised sales pitch, and (b) a brief lesson in the use of analogy

I hope you learned something from today's lesson

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Alex Barboza

14 years ago

Nice post. I am saving up money to afford your coaching program. Seriously. I also want to become a top notch copywriter and I strongly agree that a coach is much much better than any course.

Alex

Originally Posted by Paul Hancox

I remember one of my driving lessons, feeling like I'd got the hang of it, driving along merrily down a road with a couple of parked cars down the side.

All of a sudden, the driving instructor yanked the steering wheel and pulled it sharply to the right.

I'd nearly driven into one of the parked cars.

And I was oblivious to that fact. I guess it was a lack of experience.

You know, I COULD have learned to drive from a book. Right?

However, most people hire a driving instructor, who helps the learner to learn in a step-by-step manner, while pointing out their mistakes along the way, and always having a foot on the pedal and an extra eye on the road... just in case the learner steers off course.

Ask yourself: Would you want to step into a car and hit the road after learning to drive from a BOOK?

I certainly wouldn't

Driving instructors aren't cheap, but it's the BEST way of learning to drive... because you need somebody there, until you're ready to drive on your own.

The same is true of copywriting.

You CAN learn the basics of copywriting from books.

But it's not quite the same as hiring a "driving instructor", to help you develop your skills step-by-step, help you to develop your confidence, give you the feedback you need, and pull the steering wheel when you occasionally veer into the wrong lane!

By the way, the above was (a) a disguised sales pitch, and (b) a brief lesson in the use of analogy

I hope you learned something from today's lesson

Thanks

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gjabiz

14 years ago

I was a driving instructor for SEARS EZ METHOD driving school.

My specialty was teens and old ladies who had never driven. Most had husbands who either passed away or divorced them...so they HAD to learn.

She was a cute tiny bespectaled redhead who was over 70 and desperately wanted to learn to drive.

It took me about 3 times as long as normal to get her to the point where I felt she had a chance of passing the exam.

So we scheduled the big day. She was as nervous as a church mouse at an animal shelter for feral cats.

I watched anxiously out the window as the examiner got in her car. They sat for a few moments. He got out and watched as she put on the turn signals and then the brake lights. He got back in and then nothing.

I waited. Wondered.

Then the examiner emerged from the passenger side and I hurriedly paced out the door and he said..."She forgot how to start the car."

I begged and pleaded and told him how nervous she was and to give me a chance to get her relaxed.

He must have been in a good mood, because he kept smiling and said OK, I had 5 minutes to "calm her down". I could tell from his smirk he had the "story of the day" to tell to the other examiners. If ever there was a job which produced incredibly laughable stories, it has to be the drivers examiners.

I calmed Mrs. Heitz down. Assured her she could do it. She was ready to try again.

The examiner went out. Blinkers went on. Brake lights. THE CAR STARTED.

And as I was peering out the door with both fingers crossed, I saw them both look out the rear window. I saw Mrs. Heitz's hand go to the gear shift lever...and then, a sudden burst FORWARD and my Sears Car popped over the cement barrier and got stuck.

I had to call a Tow Truck to get us off. Mrs. Heitz was the only person I ever knew who ever failed the exam twice in one attempt. First by not knowing how to start the car...and then by putting it into Drive instead of Reverse.

We both agreed she was ready for a new teacher.

And the SEARS EZ Method, was totally a STEP BY STEP plan which produced tens of thousands of licensed drivers...

but the ghost of Mrs. Heitz, is as good a reason as any why I don't offer any general copywriting program.

Over the past decade I've seen MANY a person take a course, read all the books and even be mentored by Top Dog copywriters, yet, some are in need of a tow truck.

Writing copy is as eeasy as driving a car.

Just keep in mind car wrecks are one of the leading causes of death and injury in the USA.

gjabiz

PS. I too, suggest you start with Vic Schwab's book and build up from there. READ every page which pitches a copywriting course, and if you just had that as a swipe file, you'd probably have some of the best copy the instructor has ever written. Read and learn...and beware of what gear you are in. And do find a mentor who suits YOUR style of learning. There are many good ones, but there could be a GREAT one, if you pick one which is compatible to your learning methods.

Originally Posted by Paul Hancox

I remember one of my driving lessons, feeling like I'd got the hang of it, driving along merrily down a road with a couple of parked cars down the side.

All of a sudden, the driving instructor yanked the steering wheel and pulled it sharply to the right.

I'd nearly driven into one of the parked cars.

And I was oblivious to that fact. I guess it was a lack of experience.

You know, I COULD have learned to drive from a book. Right?

However, most people hire a driving instructor, who helps the learner to learn in a step-by-step manner, while pointing out their mistakes along the way, and always having a foot on the pedal and an extra eye on the road... just in case the learner steers off course.

Ask yourself: Would you want to step into a car and hit the road after learning to drive from a BOOK?

I certainly wouldn't

Driving instructors aren't cheap, but it's the BEST way of learning to drive... because you need somebody there, until you're ready to drive on your own.

The same is true of copywriting.

You CAN learn the basics of copywriting from books.

But it's not quite the same as hiring a "driving instructor", to help you develop your skills step-by-step, help you to develop your confidence, give you the feedback you need, and pull the steering wheel when you occasionally veer into the wrong lane!

By the way, the above was (a) a disguised sales pitch, and (b) a brief lesson in the use of analogy

I hope you learned something from today's lesson

Thanks
1 reply

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Nathan Hangen

14 years ago

Originally Posted by gjabiz

I was a driving instructor for SEARS EZ METHOD driving school.

My specialty was teens and old ladies who had never driven. Most had husbands who either passed away or divorced them...so they HAD to learn.

She was a cute tiny bespectaled redhead who was over 70 and desperately wanted to learn to drive.

It took me about 3 times as long as normal to get her to the point where I felt she had a chance of passing the exam.

So we scheduled the big day. She was as nervous as a church mouse at an animal shelter for feral cats.

I watched anxiously out the window as the examiner got in her car. They sat for a few moments. He got out and watched as she put on the turn signals and then the brake lights. He got back in and then nothing.

I waited. Wondered.

Then the examiner emerged from the passenger side and I hurriedly paced out the door and he said..."She forgot how to start the car."

I begged and pleaded and told him how nervous she was and to give me a chance to get her relaxed.

He must have been in a good mood, because he kept smiling and said OK, I had 5 minutes to "calm her down". I could tell from his smirk he had the "story of the day" to tell to the other examiners. If ever there was a job which produced incredibly laughable stories, it has to be the drivers examiners.

I calmed Mrs. Heitz down. Assured her she could do it. She was ready to try again.

The examiner went out. Blinkers went on. Brake lights. THE CAR STARTED.

And as I was peering out the door with both fingers crossed, I saw them both look out the rear window. I saw Mrs. Heitz's hand go to the gear shift lever...and then, a sudden burst FORWARD and my Sears Car popped over the cement barrier and got stuck.

I had to call a Tow Truck to get us off. Mrs. Heitz was the only person I ever knew who ever failed the exam twice in one attempt. First by not knowing how to start the car...and then by putting it into Drive instead of Reverse.

We both agreed she was ready for a new teacher.

And the SEARS EZ Method, was totally a STEP BY STEP plan which produced tens of thousands of licensed drivers...

but the ghost of Mrs. Heitz, is as good a reason as any why I don't offer any general copywriting program.

Over the past decade I've seen MANY a person take a course, read all the books and even be mentored by Top Dog copywriters, yet, some are in need of a tow truck.

Writing copy is as eeasy as driving a car.

Just keep in mind car wrecks are one of the leading causes of death and injury in the USA.

gjabiz

PS. I too, suggest you start with Vic Schwab's book and build up from there. READ every page which pitches a copywriting course, and if you just had that as a swipe file, you'd probably have some of the best copy the instructor has ever written. Read and learn...and beware of what gear you are in. And do find a mentor who suits YOUR style of learning. There are many good ones, but there could be a GREAT one, if you pick one which is compatible to your learning methods.

And that's why you're a copywriter. You lead with the story, not with the features

Thanks

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Rezbi

14 years ago

Originally Posted by Cathy Shelver

I love this copywriting forum, but boy you people are smart and intimidating so I mostly just read.

I want to be like you copywriters, and manipulate peoples actions by my words.

So is there a step by step easy to follow book any of you can recommend. Often the books recommended here go over my head a bit, so I guess I need to start on the copywriting 'milk' and enjoy the steak much later.

The first book that came to mind for me is 'How to write a good advertisement' by Vic Schwab.

The first course that came to mind is 'Ad Magic' by Brian Keith Voiles. That is a hugely underrated course I would put above even John Carlton's course... at that price range.

And that's saying something.

Thanks

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Stephen Dean

14 years ago

"How To Write A Good Advertisement" was my first thought too, it's fantastic. I'd get it.

Cheers,
Stephen Dean

Thanks

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methomas

14 years ago

If you belong to the War Room, Ray Edwards has a free set of videos that you can download and watch. He goes through a sales page and explains the purpose of each line and some words.

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Lauryn

14 years ago

Hey Cathy!

I'm currently learning myself.

I'm reading Cashvertising and Content Rich. Both are really great.

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Nathan Alexander

14 years ago

Lauryn, I love (and just finished) Cas$hvertising too. Simply a wonderful resource.

Thanks

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Ashley Gable

14 years ago

The best course I have gotten so far iss Scott Haines "Short Cut Copywriting Secrets".

Here is a link to thegaryhalbertletter.com, in which he talks about Scott Haines, and Short Cut Copywriting secrets:

The Gary Halbert Letter

I have read through, and done all the exercises in this course at least half a dozen times! Easy to understand and lots and lots of information!

He has taken it off the market and you can no longer get it (For now), I got in at the last moment and was able to get one, as I said I probably have that thing memorized

Ashley

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Lauryn

14 years ago

^^ Oh great! The author is convincing... the second he wrote about fear tactics and used dust mites as an example, I was done with it. lol

Thanks

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Loren Woirhaye

14 years ago

For internet copy, Lenny Eng's book on Clickbank is really good,
and not too costly.

That said, for the $27 the ebook would cost you, you could get
2 or more really good secondhand books on direct mail copywriting,
which is the source of this stuff anyway.

A couple of guys mentioned Schwab - I'm not crazy about the style
of his book but it teaches the principles well and is worth getting.

"Tested Advertising Methods" by Caples is very useful, and you must
be familiar with "Scientific Adverting" (can be got free as it's in the
public domain now) by Hopkins.

Thanks
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Alex Barboza 14 years ago

Try "StopWatch Copywriting" by Jason Fladlien. He looks like he knows the stuff, in my opinion
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48dayscoach

14 years ago

Hi Cathy,

Great place to start is, "The Ultimate Sales Letter" by Dan Kennedy. It's a great first step.

If you want more... as in writing copy as a freelancer... I'd recommend starting with AWAI - American Writers & Artists Inc. There are a TON of articles on their site you can get immediate benefit from.

What you want to focus on and why you want to write copy is EVERYTHING! Knowing what I know now... I'd start over by focusing on developing my ability to write email and autoresponder copy. Jay White's comes HIGHLY recommended. He's also on the AWAI team.

I've purchased two other programs from them, so I can vouch for their quality and integrity.

If you really want some serious coaching... John Carlton's Simple Writing System is a 1st Class Coaching Program. I graduated in may of this year.

I think he just closed the doors on the new coaching session, but you can grab the home study course for a moderate investment.

Hope that helps!
Ramon

[ 1 ] Thanks

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CopyMonster

14 years ago

As with Rezbi I rate the Brian Keith Voiles course highly (also perhaps above Kick-Ass Copy). He packed a lot of detail into that course and explained the process of assembling an ad/sales letter well.

If you're looking for the basics, as others have said, Dan Kennedy's Ultimate Sales Letter does a good job.

BTW: If anyone is interested, there's an auction on Ebay right now that packs a huge punch in terms of bang for your buck, selling Brian's course and a bunch of copy related material. I'm NOT the seller. But have dealt them in the past and they delivered. I am happy to direct anyone if they want. Alternatively, search on Ebay for "dan kennedy ad magic". Yes, strange listing title. But it works.

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Scary good...

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JPROPS

14 years ago

You can learn a great deal from the late Gary Halbert... whose tips are all published freely online here

I'd also recommend the Ultimate Sales Letter.

Originally Posted by Cathy Shelver

I love this copywriting forum, but boy you people are smart and intimidating so I mostly just read.

I want to be like you copywriters, and manipulate peoples actions by my words.

So is there a step by step easy to follow book any of you can recommend. Often the books recommended here go over my head a bit, so I guess I need to start on the copywriting 'milk' and enjoy the steak much later.

Thanks

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Marcel VS

14 years ago

A great intro and easy to read book, and one I purchased a while back as a refresher for myself is 'Webcopy that sells' by Maria Veloso.

There are also many great Neuro Marketing books available from Amazon.

Hope it helps........

Thanks

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Margo Tuul

14 years ago

Hi,

Found this recently, might help you. It helped me quite a lot.
http://myws.sitesell.com/MYWS!.pdf

Cheers

Thanks
1 reply

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toytruck 14 years ago

Hi Cathy,

I'm glad I'm not the only one looking for some tips on how to learn the art of copywriting. I've been reading a lot of articles, ebooks and even watch videos on Youtube. It's a long road to success but I'm willing to walk all the way through it.

I wish us, beginners, the best of luck and hopefully we can be in the same league as all the experts here.

toytruck
- Thanks
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Lauryn

14 years ago

Based on recommendations, I purchased the Kennedy book today.
I'm so glad you asked this question.

As a writer, it's cool to learn the nuances of various types of copy.

Thanks
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gjabiz

14 years ago

Originally Posted by Lauryn

Based on recommendations, I purchased the Kennedy book today.
I'm so glad you asked this question.

As a writer, it's cool to learn the nuances of various types of copy.

Today, you need to learn how to write scripts. The best "education" is to watch the Two Minute sales pitches of guys like Billy Mays and the other 'dude' selling slap chopper.

Now, copywriting has been called Salesmanship In Print, and it isn't going away. But in MY opinion, anyone who is just starting out or learning should add SCRIPT writing to their arsenal and portfolio. Why?

In just a few months, YouTube will become the dominant search engine. Give your clients SHORT pithy, keyword laden video, because the very near future Search Engines will be able to "hear" your videos and search for keywords.

Instead of competing with thousands of new copywriters, make sure you start TODAY to position yourself as a copywriter who can write copy for multi channel marketing...

AND for VIDEO too.

Google loved YouTube. They married. They're having kids. It is the future.

The FUN part? Script writing gets you back to OLD world copywriting (salesmanship), so we've come full circle.

Dan Kennedy is a good choice, he's been involved in a ton of Infomercials. Tomorrow's search engine results are going to be little 20-45 second infomercials that lead to a short video which leads to a longer video.

My NEW advice, read the sticky on what to read. You'll see several references to some "script" writing courses and "drama" understanding.

You still have the old Salesmanship formula, AIDCAS, but, getting a prospect's ATTENTION in the very near future is going to be extremely competitive.

gjabiz

[ 1 ] Thanks
1 reply

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Lauryn

14 years ago

Originally Posted by gjabiz

Today, you need to learn how to write scripts. The best "education" is to watch the Two Minute sales pitches of guys like Billy Mays and the other 'dude' selling slap chopper.

Now, copywriting has been called Salesmanship In Print, and it isn't going away. But in MY opinion, anyone who is just starting out or learning should add SCRIPT writing to their arsenal and portfolio. Why?

In just a few months, YouTube will become the dominant search engine. Give your clients SHORT pithy, keyword laden video, because the very near future Search Engines will be able to "hear" your videos and search for keywords.

Instead of competing with thousands of new copywriters, make sure you start TODAY to position yourself as a copywriter who can write copy for multi channel marketing...

AND for VIDEO too.

Google loved YouTube. They married. They're having kids. It is the future.

The FUN part? Script writing gets you back to OLD world copywriting (salesmanship), so we've come full circle.

Dan Kennedy is a good choice, he's been involved in a ton of Infomercials. Tomorrow's search engine results are going to be little 20-45 second infomercials that lead to a short video which leads to a longer video.

My NEW advice, read the sticky on what to read. You'll see several references to some "script" writing courses and "drama" understanding.

You still have the old Salesmanship formula, AIDCAS, but, getting a prospect's ATTENTION in the very near future is going to be extremely competitive.

gjabiz

Thanks!

I will definitely go through everything. I was never in love with "writing" until writing fell in love with me and showed me the financial freedom and control I have... as well as the perks. It always helped that I was naturally a pretty decent writer who knew how to ace papers without having to study hard.

I definitely think "audio search engines" are coming now that you've mentioned it. I guess it's time we all get up on these things!

Thanks

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I Go Hard = "Slanguage" for putting forth a lot of effort.

Don't be an arse and try to flip something you clearly have no knowledge of against me.

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Is there a step by step learn copywriting book?

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