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- Nov 13, 2014
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Screw the books.
You don't need them.
I never read a copywriting book that really taught me something.
At best it told me the name of things I was going to discover years later on my own.
Because you can't be taught copy, you can only learn it.
Do this instead.
Decide what you want to sell right now. Just pick a thing.
Get on Google and find the companies that do it well.
Get on their websites and rip their stuff apart. Why do they say what they say? How?
Get on their Facebook and snoop their ads. Why do they write it as they do?
Get on their mailing lists and drink their emails like honey. Why do they talk like that?
Make your own observations.
Write them down.
Copy the sections you like by hand.
Try to make your own versions by changing stuff around. Play with it.
When ready, find some shitty copy, rewrite it, and offer it for free for them to test.
Do this until you have data that says what you write sells.
Then, only then, read Breakthrough Advertising.
Leave the rest of the books to the copywriting masturbators.
None of them say anything different. They are all the same '80s crap rehashed.
There is some course that is useful but it's for more advanced copywriters.
Right now you just need to read copy and analyze it for yourself.
That's it. It's just words. It's not rocket surgery.
You don't need them.
I never read a copywriting book that really taught me something.
At best it told me the name of things I was going to discover years later on my own.
Because you can't be taught copy, you can only learn it.
Do this instead.
Decide what you want to sell right now. Just pick a thing.
Get on Google and find the companies that do it well.
Get on their websites and rip their stuff apart. Why do they say what they say? How?
Get on their Facebook and snoop their ads. Why do they write it as they do?
Get on their mailing lists and drink their emails like honey. Why do they talk like that?
Make your own observations.
Write them down.
Copy the sections you like by hand.
Try to make your own versions by changing stuff around. Play with it.
When ready, find some shitty copy, rewrite it, and offer it for free for them to test.
Do this until you have data that says what you write sells.
Then, only then, read Breakthrough Advertising.
Leave the rest of the books to the copywriting masturbators.
None of them say anything different. They are all the same '80s crap rehashed.
There is some course that is useful but it's for more advanced copywriters.
Right now you just need to read copy and analyze it for yourself.
That's it. It's just words. It's not rocket surgery.
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