Copywriting: Learn From The Masters
What better way to learn copywriting than to learn from the masters? It is easy to understand how a sales page or a sales letter should be written and how it should flow by watching how the experts write them. Many of the master copywriters started off on their careers through learning by example.
How do you find sales letters to learn from?
* Google it! You could search for “copywriting” or “copywriters” on Google and be assured of finding the masters at the top ten of the result list.
* Identify and track down the sales letters that compelled you to buy, and analyze and study them.
So, how do you learn from the ads? You should study the ads that you encounter throughout the day. Select the best ones and analyze them to understand why they captured your interest and what made you read it. Also select the worst ones from the list and find out why they do not propel the reader into a purchase. Try to find out what they are doing wrong and what makes the reader to put off purchasing the product being sold. This data is invaluable since it demonstrates precisely how to create the design and layout for effective and successful sales pages and ads. It also highlights bad practices, what not to do, so that you can steer clear of them while you are creating your advertisement. When you have gone through enough of ads and sales pages, you begin to identify winning patterns that you can use in your own ads and sales pages.
Copying text from other material, sales letters in particular, is highly discouraged. Not only is this an unfair practice, but is also against the law. Being inspired by the work of master copy writers or gathering ideas from other sources is completely legal. Learning from work of masters is how great careers in copy writing start off. So, commit yourself to learning the art from the masters themselves before venturing out on a career in copywriting. It would also help to read a couple of books on the basics of this advertising and copywriting in particular before you begin. You should find the time to find a good sales letter and study it everyday. Analyze the copy from the perspective of a critic to identify shortcomings in the material and evolve ways to improve it.
When you have gathered enough experience with the critical analysis of copywriting, its time to start writing. While writing, always make multiple versions and perform split testing to infer which copy works best. This would improve your critical eye and also develop the aesthetic sense to figure out which copy is better.
