IceCreamKid
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@KLaw:
This is just my opinion, I'm not an expert by any means - but, I think it's still valuable to learn copywriting. By just copying, you could probably create some pretty effective copy. Especially if you split test everything, track results, and figure out what's most effective over time. You would probably even be able to pick up a lot of the ideas behind copywriting by doing it this way.
However, the biggest benefit I've gained from actually learning and studying copywriting is learning the mindset - figuring out WHY things work, the mindset of customers, how to market to different groups of people, which angle to take on certain products - some people get it intuitively, but IMO it's not something most people could learn just by copying what other people have done.
You can copy a layout someone did and put in your own info, but how do you know it's effective for your market? You really wouldn't, unless you know how to analyze that information. How do you know which, out of many, benefits you should focus on? Your customers have desires that they are hoping your product will be able to provide - do you know these desires? Do you know the psychological background behind these desires? All of this changes how you write your copy.
Even though copying layouts may seem like it's saving you time, I think in the long run, you'll waste a lot less time and be much more effective by actually learning copywriting.
Basically, what she said. lol
On the outside, copywriting looks like nothing more than a bunch of catchy headlines. If you dig deeper, you'll find that it reveals to you the framework by which humans function. When you understand that framework, it is easier to identify products which could sell to the masses.
I personally don't really enjoy teaching copywriting to people because it exposes the dark side of humans...the greed, ego, selfishness, need for instant gratification, laziness...all that is exposed when you learn copywriting. It literally will change the lens through which you view the world. When you walk around and see advertisements, salespeople, etc you'll notice the tiny details about them that you wouldn't have noticed before.
There is a dark side to almost everything...the yin and the yang.
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