One Easy Way to Learn to Write Good Advertising Copy

A Proven Letter, Pen and Paper, and You

Published on September 13, 2011 by Dr Cathy


It doesn't matter what you wonderful service you provide or how amazing your product is, if you don't let people knowit's there, no one will buy it. Sure, word of mouth works for some things. For most, however, you need to write something and get it out to people to let them know what you have. The question is, how can someone on a limited budget with beginning skills as a copywriter, someone who writes advertising copy, let people know about their product.

The answer is simple. Copy what others write.

No Plagiarizing Allowed

When I said to copy what other wrote, I don't mean to steal their exact words. I mean to take pen and paper in hand, no computers allowed unless you literally cannot use your hands, and copy a sales letter word for word. When you write there is something magical that happens in the brain. I can't tell you all the neurochemical responses in that brain of yours, but when you write by hand, there is a complex interaction in the brain that helps you learn faster and easier.
Don't spend your time physically reproducing any sales letter you come across. Use your time wisely and copy the best sales letters you can find. You can do an internet search using the keywords "winning sales letters" and come up with a treasure trove of letters you can begin copying.

One of the most successful, if not the most successful letters to introduce a new product was written for a newspaper you may have read or at least have seen the name. That is The Wall Street Journal. This very successful financial newspaper was once only an idea in someone's mind. As time has demonstrated, it was a great idea, but people had to buy subscriptions for it to be successful. This very simple two-page letter has generated an estimated $2 billion in revenue for The Wall Street Journal.

The Step before Copying

The sales letter that launched The Wall Street Journal is one to copy by hand numerous times. Before you put pen to paper, read it out loud several times. Listen to the cadence of the words. Pay attention to the imagery. Notice the feelings you have as you are reading it. Can you put yourself in the place of each of these young men? Which one would you rather be? Would you want success so much that you would pull out your check book, fill out the form and pop it in the mail? Remember, the internet wasn't even a spark in the mind of anyone at that time. This direct mail piece had to provoke immediate action before the offer was lost under a pile of other advertising.

Once you've read the letter and put yourself in the reader's position, begin copying the words. Feel the cadence as you write. Let the words and the rhythm of them imbed themselves within you from the interaction of what you see with your eyes and reproduce with the movement of hand. This simple task, although it takes time, will move you faster in learning the skill of copywriting.

Even if you don't want to write your own sales letters, read good ones so you can know a good sales letter when you read it. A good sales letter is the one that has you reaching for your credit card or clicking that "Buy Now" link.