That’s a question I’m often asked.
And my answer is Yes. But only if you are willing to work
hard at it.
Let me explain further. Copywriting is not a talent you
are born with.
While there are some aspects of natural talent which may
make you a better copywriter…
The Fundamentals of Copywriting CAN Be Learned
By Anyone
But, that’s not saying it’s easy.
I personally hate all of the “gurus” out there who tell
people they can become a “master copywriter” in a single weekend of taking
their crash course in writing sales copy.
It’s just not that simple.
To learn to be a direct response copywriter I hunted down
and read (multiple times) every book on copywriting and direct response
marketing I could…
… in addition to taking multiple copywriting courses… and
then…
… I absolutely OBSESSED over studying the top direct
response ads written by whoever was considered the masters of copywriting.
And when I say I obsessed over them, I’m talking about
reading them line by line, word for word, over and over again…
… plus … HANDWRITING them.
Yep. I’m serious as a heart attack.
In order to really learn to be a great direct response
copywriter on a deep psychological level…
There Is NOTHING To Compare With Copying Winning
Sales Copy By Hand
I’ll admit, it is VERY tedious. And your hand will cramp
up and ACHE just like your muscles after you hit the gym for the first time in
years.
In fact, I promise you’ll HATE it! At first anyway.
But, for me, I’ve been doing it so long now that I
personally love it and it is one of my greatest secrets to becoming a top
direct response copywriter.
It’s something after almost a decade of studying
copywriting that I STILL do every single day with the goal of continually
sharpening my chops as a great direct response copywriter.
Now, a serious warning for you. If you are going to
attempt this, DO NOT just copy any random advertisement or sales letter.
Only Write Out PROVEN Sales Letters and Online
Sales Pages
Why? Because doing this exercise will burn into your brain
the tactics used. And the last thing you want to do is learn BAD copywriting!
What I suggest is to get your hands on some classic “Old
School” mail order ads from legends like Eugene Schwartz and John Caples or
more recent superstar copywriters like the late Gary Halbert or the “Billion
Dollar Man” Ted Nicholas.
You can’t go wrong learning from these guys and it’s
relatively easy to find copies of their top producing ads by doing a basic
Google search.
Also, make sure you ONLY WRITE IN CURSIVE.
There is a proven neurological connection between writing
something in cursive and in retention on a subconscious level.
And this is why writing out complete ads and sales
letters, exactly as written with each indent, underline, capitalization, etc.
will download in your brain the rhythm and structure of great copywriting.
I promise you, doing this is the fastest way possible to
leapfrog to the top level of copywriting greatness. But, please accept the fact
that this takes time.
I spent YEARS writing out 8, 10 even 20-page sales letters
and multiple page ads before taking on my first copywriting clients.
Maybe it won’t take you quite as long as it took me but be
prepared to put in the work.
I guarantee it’ll be worth it in the long run whether
performing copywriting tasks for yourself or clients.
Another Secret To Becoming A Great Direct
Response Copywriter Is…
Find Yourself A Copywriting Coach!
It’s so much easier to learn anything if you have someone
to help you stay on the right path. More than that, to encourage you when you
get frustrated and not allow you to give up.
Now, this doesn’t mean you have to find someone to follow
you around day-to-day barking orders at you like a Drill Sargeant.
There are persons online who will work with you in either
a one-on-one or group coaching format online over SKYPE, through email or over
the phone.
In fact, (HINT HINT) I’m starting a copywriting coaching
program myself (email me at rsp@worldclasscopywriting.com) for more
information. Now, obviously, I don’t expect everyone reading this to
contact me but find SOMEONE reliable who can give you a competitive edge in
mastering this powerful skill.
Finally, Start Building Your Own Library Of
Classic Copywriting Books… RIGHT AWAY!
A truly great direct response copywriter is a lifelong
student of copywriting and never stops reading and re-reading the classics.
Here are some of the books in my library that I highly
recommend you track down and start reading immediately.
(By the way, you don’t have to just go through Amazon.
I’ve found many of these books in used book stores, second-hand stores and
libraries where they sell off old books to make room for new ones.)
Here’s a partial list of my most prized copywriting
classics:
1.
Breakthrough
Advertising by Eugene Schwartz
2.
The
Robert Collier Letter Book by Robert Collier
3.
Tested
Advertising Methods by John Caples
4.
The
Copywriter’s Handbook by Bob Bly
5.
How
to Write A Good Advertisement by Victor Schwaab
Again, this is a partial list. There’s many more but if I
had to part with every book BUT five, these are the ones I would keep.
Go out… FIND THEM… READ THEM… STUDY THEM.
Repeat at least once per year.