Have you tried to learn copywriting by reading blog posts?
And does it seem hard to apply the tips? As if your knowledge is a little disjointed?
Teaching yourself copywriting can feel like a difficult task.
But it doesn’t need to be so hard, if you apply a solid system. A good learning system stretches beyond writing techniques. You also need to understand the structure of good copy, how to streamline your writing process, and learn to evaluate your own writing.
In this article, I reveal the 5-step system I used to teach myself copywriting. This system works whether you want to become a copywriter or if you’re a coach or entrepreneur wanting to write better copy for your own business.
Want to know more?
What is copywriting?
Blog writing is different from copywriting. In a blog post, your purpose is to educate a reader and encourage him to implement your advice. This is how you build your authority as a blogger, and how readers come to trust you.
Step #1. Learn to listen
Do you need to turn yourself into an elegant wordsmith?
A few poetic techniques won’t hurt your sales copy. Apple’s copywriters for instance, know how to use rhythm and rhyme to create persuasive copy.
But good copywriting starts with listening to your clients and stealing their words.
Yes, that’s it. Stealing.
When you understand what potential clients are struggling with, when you hear them talking about their fears and dreams, when you appreciate how you can solve their problems, then you’re halfway to writing good copy.
How to learn to listen (and steal):
One way to listen is to mine reviews, forum questions and blog comments for copywriting input. Joanne Wiebe, copywriter extraordinaire, explains here how she finds compelling sales messages in Amazon reviews.
My favorite way to understand (potential) clients is to talk to them directly. You often learn more from a few in-depth conversations than from a big survey. When you have an opportunity to talk, ask clients these questions:
- Why did (or would) they hire you?
- Why did (or do) they hesitate to hire you?
- What did (or do) they expect to achieve when they hired you?
- And how did you deliver on their expectations?
- What was their experience with your service like?
- What specifically was most valuable?
- How has your service had an impact on their business or their life?
Pay attention to the fears and problems clients mention, and notice their aims, dreams, and unfulfilled desires. Make a note of the phrases they use so your copy reflects what they’re thinking in their words, so they feel understood.
Step #2. Understand the basic copywriting rules
What is good copy?
When is copy persuasive and when does it fail to persuade?
By listening to clients and stealing their words, you learn, for instance, which features and which benefits appeal to them.
But to turn your client’s words into persuasive copy, you need to understand the copywriting rules, too.
The rules help you create the right balance of features and benefits. The rules show you how good copy provides both substance (specific features) and emotional appeal (benefits).
The basic copywriting rules include:
- Match features with benefits
- Be specific to boost credibility
- Use proof (such as testimonials) to get people to believe you
- Overcome objections
- Nudge people to take action
- Be bossy in your call to action
The rules guide you, and help you evaluate your own writing.
Further reading on copywriting techniques:
7 critical copywriting techniques everyone in business must know
Useful books:
Tested Advertising Methods, by John Caples
The Adweek Copywriting Handbook, by Joseph Sugarman
Ca$hvertising, by Drew Eric Whitman
How to Write Sales Letters That Sell, by Drayton Bird
Step #3. Study the masters
Want to know how to structure your copy?
Studying the masters will help you understand how all copywriting elements fit together.
For instance, when you study a sales page pay attention to:
- What is the purpose of this page? What action should the reader take? Is that action clear?
- What arguments are provided for taking that action?
- How are features and benefits communicated?
- How does the page build credibility and trust? Why do you believe the content?
- How is the information arranged? Is the most important information communicated first? And the least important information last?
When you study the copy from experienced writers, you learn to detect the patterns of persuasive writing, and it becomes easier to structure your own copy.
Further reading on master copywriters:
How to create a swipe file—a swipe file is a collection of copywriting examples, assembled for study purposes
Step #4. Streamline your copywriting process
If you want to write persuasive copy fast, then a proven process is a must.
Without a process, copywriting can become a mess.
First, collect all your persuasive arguments—list features and benefits, potential objections (and how to counter them), and proof that can help you establish your credibility. You collect this material by listening to (potential) customers (see step #1).
Secondly, arrange all your persuasive arguments in a logical order—the most important arguments come first. Once you’ve created order, writing a first draft becomes relatively straightforward.
Thirdly, revise and edit your copy to cut flabby phrases and make your sentences smooth, and, if required, optimize your copy for search engines.
A smooth copywriting process not only helps you write faster, it also helps ensure your copy is complete and persuasive.
Further reading on the copywriting process:
Step #5. Practice and evaluate
This is probably the trickiest part of learning to write copy by yourself.
The quickest way to learn copywriting is to work with someone who can tell you what you’re doing wrong.
But if you can’t hire a coach, then you can learn how to evaluate your own writing. This is where your swipe file comes in handy because you can compare your own writing with the copywriting examples you admire.
But what do you look for?
Focus on one specific aspect of your writing at a time. For instance, underline all your features and benefits, and compare them with the features and benefits in your swipe file examples. Or, only review how credibility is established.
Practice becomes easier when you focus on one aspect at a time.
Further reading
17 copywriting do’s and don’ts
11 tips to turn marketing drivel into persuasive copy
How to learn copywriting
The 5-step system, as outlined above, helped me go from an unknown marketer at a struggling company to a $250/hr copywriter, and then onwards to teaching sell-out copywriting courses.
And I sell these courses with only a few simple sales emails. No complicated sales funnel or sleazy tricks required. Just sound copywriting.
My main lesson?
Be yourself.
To write copy for your own business, you don’t need to turn yourself into a super sales expert. You don’t need to become a copywriting pro.
Instead, listen to your clients.
And communicate your offer with clarity.
Recommended reading on learning copywriting:
31+ best books on copywriting and storytelling
7 writing techniques everyone in business must know
11 copywriting tips to turn marketing drivel into persuasive copy
Hello Henneke,
I am gathering information on copywriting but have not yet taken the plunge. So, I am not even a novice at this point. I have bookmarked your excellent article and hope one or more links will help me understand how to begin both learning the craft and establishing clients appropriate to my skills as they grow.
My goal is to figure out how to transition my income to something that will allow me to work anywhere, provide for my family in a way similar to my current profession, and give me time to develop as an author.
Any pointers on beggining for pre-beginners would be appreciated! You also mention coaching. Additional comments on when and how to find a coach would also be helpful.
If you look for a coach, think about what you expect. Do you want them to providing feedback on your writing? Do you look for encouragement? Do you want someone to help you launch your business, too?
You also may want to check out Carol Tice’s Freelance Writers Den. She helps beginning writers find their first clients and get paid what they deserve. Finding a way to market yourself and attract clients is as important as improving copywriting skills.
I have to spend so much time building a site. There is no time left to consider the flow of words.
Weary of idle promises made by money hungry despots. Always avoid the promise of ‘money beyond dreams’.
Mostly read non-fiction and hadn’t realised (English version) how I influence myself.
Will remember that gem.
The design of a site may most influence a web visitor’s first impression of you. But you’ll engage the with your words.
Hi Henneke,
Thanks for your reply on the other posts. Would it be fair to say that you just cold “sales lettered” people when you felt ready, and referring them to your blog was a good way to gain credibility ? I suppose you just did marketing but for yourself as a practicing marketing professional. Love all your work it’s fascinating.
I’ve never written a cold email to potential clients (it is a valid tactic, and many copywriters use cold emailing to find clients). I got all my first clients through guest posting. I wasn’t planning to be a copywriter and I didn’t feel ready for it either, but as I was blogging about what I was learning about writing, people asked whether I’d write for them. (If you’re interested, you can read the story of how I got started here: https://smartblogger.com/online-career).
Hi Henneke,
Thanks for this super-useful post. I have bookmarked it and will read all the posts you have suggested.
“Every day, in every way, Henneke gets better and better.” 🙂
By the way, what do you think of the advice to hand-copy ads and sales pages?
Writing is definitely a form of self-development for me!
I’ve never hand-copied ads and sales pages. I can see why people might like doing it, but I’ve never felt the need to try it. I do like reading text aloud sometimes. I think I learn most by reverse-engineering rather than just copying.
This is exactly the advice and information I was looking for as I further perfect my craft as a creative copywriter. Thanks so much.
My pleasure. Happy copywriting!
I’ve been looking for an article like this to develop my craft. Just what I needed. Thank you.
Thank you, Shannan. Happy copywriting! 🙂
Thank you, Henneke! Your blog has been so helpful and valuable for me during these years. Thank you so much for sharing and teaching us what you know.
Thank you for your lovely comment, Sharon. I appreciate it. Happy writing!
Great Post Henneke,
Been reading a lot lately about copy writing and you make it so simple to undestand it. The tip # 3 – study the masters for me is the # 1 rule in writing good copy.
Thanks for the post.
Thank you for your compliment, Juan. Happy copywriting!
Wow! I am so glad I found your blog – it is enchanting! What a great name – your writing is exactly that. 🙂
Listening – super important!
I love your basic rules of copywriting – many of them I had forgotten.
Studying the masters – I love to read good copywriting books and books on marketing.
If I JUST skip to Step #4 and apply it – I bet I could save a ton of time and frustration. I tend to start writing and add in points as they come. That’s not working too well for me. I LOVE this tip and I am going to be changing the way I develop my blog posts!
Great tips and reminders – now back to practicing and evaluating. Thank you!
Saving your blog because I adore it!
Thank you for your lovely comment, Heather. I’m glad you enjoyed this post!
Thank you for taking us through these excellent steps, Henneke. You’ve made wading through innumerable blog posts unbelievably fun.
If there was one bit of advice you could give to someone now starting out, what would it be?
Thanks again! I look forward to learning more 🙂
I don’t think there’s one quick fix to learning copywriting, so my main recommendation would be to invest time in studying copywriting and improving your skills.
Nothing beats practice in my opinion. I have probably been writing blogs for a good 8+ years now and if I look back on some of my original writing I cringe.
Every year I feel like I get better and more consistent with my writing style. So even if you don’t feel like you have a good grasp of writing on day one, if you keep at it you will improve.
Yes, practice is key but the other parts of the system help, too, as they tell you what to practise and can give ideas of how to improve. But once you know the basics, practice is probably the most important.
‘Just sound copywriting.’ ?
Well, yes, that’s it, isn’t it? I don’t use tricks or complicated funnels. I just write blog posts and send a few sales emails to people who’ve said they’re interested in my courses.
True. I was chuckling over the word JUST in combination with SOUND 😉
Excellent post Henneke 🙂 Listening connects dots, and connecting dots helps you craft inspired, goading copy that influences readers to take beneficial actions. But we need to learn how to listen before actually listening. This skill is largely a lost art. Writers often create content based on their wants, totally ignoring the needs of their audience. Listening is the first step in matching reader needs with your copy creations.
Thanks for sharing 🙂
Ryan
Yes, so true. Listening is harder than it seems.
I see this with blogging, too. Too often, people write to share their knowledge instead of considering how they can help their readers. And I it in course creation, too. Too many courses are a dump of information rather than a simple path to learning a skill.
Developing good listening skills is amazingly valuable.
Thank you for stopping by again, Ryan. I appreciate it.
Thank you Henneke for all of your brilliant talents. Thank you for being so generous the way that you share and teach. Thank you for letting us see how another person success can guide us to have the confidence to succeed also. I’ve always enjoyed all of your posts. They are so appreciated.
Thank you for your lovely comment, Rita. Happy copywriting!
Thankyou Henneke: very valuable…I am using your process and it is working 🙂
Great 🙂 Happy copywriting!
The tip on mining reviews on sites like Amazon and Trip Advisor works like a charm, Henneke.
If you know what to look for, the pieces of your copy will literally fall into place as you go through the reviews.
I write a lot of product review articles and I can attest to what a valuable resource Amazon reviews are. I have also found the “Questions Asked by Customers’ section to be a gold mine. The questions are asked by people who are considering buying the product and are answered by the sellers and, importantly, by people who have actually bought and used the product. I get ideas for most of my subheads from there.
The questions people ask help me to focus on the features that address the most pertinent friction points. In the end, I find my reviews are able to highlight actual benefits because they address issues faced by people with first hand experience with the actual or a similar product.
You knocked it out of the park with this one, Henneke. Thanks.
**Thanks for the Copyhackers link, too. I love Joanna’s work.
Yes, your point about checking questions is excellent.
Good copy also answers client questions because just like objections, questions can be a barrier for taking action.
Thank you for adding your thoughts, Patrick!
Thank you Henneke.
Great stuff!
Enjoy your days off in Spain.
Thank you, Barry. I appreciate your compliment. Happy copywriting!
Hi Henneke,
I think talking with clients is underestimated. Too often, people want to exchange emails. But a telephone (or face-to-face) conversation can shed more light on a project, and yield better results.
Thanks for your crash course!
– David
PS – Enjoy your break in Spain.
I agree with you. It’s amazing how much you can learn from a short phone conversation. Doing online research is actually far more time-consuming—it may seem easier at first glance, but in practice it rarely is.
Thank you for stopping by again, David. I appreciate it! And I’m having a great time in Spain 🙂
Thank you ma’am. I have your books and the Joseph Sugarman book too. Will use this post as a guide. Hugs
Thank you for your lovely comment, Maria. Happy copywriting!
Hi Henneke!
Thanks for this. Perfect timing for me as I’m launching a new coaching product and website. I liked the part in the end when you mention you don’t need a funnel or tricks to make a sale and prove value. Good copy, solving a specific problem, and appealing to the needs of your potential clients is what matters!
Enjoy Spain!
Eric
Thank you, Eric. Good luck with launching your new coaching product and website!
Spain is wonderful 🙂
Be yourself. In a world of gimmicks and tech, this is the hardest thing to remember. Great list, and sound advice, as always! Thanks, Henneke! Hope you are enjoying your trip!
Yes, it’s hard to remember to be ourselves and also to treat our readers like friends rather than sales targets (or arrows moving through a sales tunnel). I think this is where a lot of people go wrong when writing sales copy. They get so focused on following this or that blueprint that they forget whom they actually want to help and why.
“Stealing” your client’s words is the best tip. It really works to get phrases that mean something to readers.
Recording your conversations with your clients, or getting them to respond in detail via email if they are willing, also means you can refer to their words over and over, and see where they fit best in your page.
Enjoy the tapas! I can almost taste it 🙂
(If you get any rain, send it our way — we’ve just heard that the winter’s rainfall is likely to be lower than we were hoping for.)
I’m sorry to hear that rainfall is expected to be low. I know how much Cape Town needs more rain. The forecast here is thunderstorms early evening, so I’ll try to send them your way!
And yes, if I’d share only one copywriting tip, then it would be about stealing your client’s words.
Love it! Thanks so much, Henneke for being a limitless source of inspiration! I think I’ve been following you for the last 4 years now or so, and it just keeps getting better and better. Enjoy your holiday!
Thank you so much for your lovely compliment, Jess. I appreciate your comment!