Copywriting is the art of selling with words. From billboards to newspaper ads, Facebook ads, website copy, email marketing copy, or any other medium that tries to sell a product are written by Copywriters.
Even the script of video ads—like TikTok video ads, YouTube ads, webinars, and video sales letters—are all written by Copywriters.
Copywriters are the backbone of the advertising world.
If you're a business owner, you have a difficult job. You're tasked with persuading people to act—not just to take any action, but to give you something precious: their hard-earned money.
That's why you're here to learn how the greatest copywriters in modern history have done that successfully—and made millions in the process.
If you're a solopreneur or have a small team, one of the highest leverage things you can do to grow your business in the next three (3) months is learning (through knowledge and practice) the skill of Copywriting.
Let's begin...
The best copywriting can't make any random person buy any random thing. People only buy what they desire, and it is your job to help them decide to choose your product over others.
Desire for Freedom and Independence: “Live to Ride, Ride to Live” ad by Harley-Davidson.
Write down the specific problems your product is solving or desires it is satisfying.
We'll use this later in Copywriting 102.
Your copy must be advertising a product/service that either solves a problem or satisfies a desire.
These are battle-tested ingredients that have been found to make your copy more compelling.
Some, like Authority and Proof, increase the perceived likelihood of achievement, while others, like Bonus, boost the Dream Outcome (or Value).
You'll see them in action in Copywriting 102. But for now, here's the list.
See these ingredients in action in Copywriting 102.
PS: As with ingredients in a meal, you don't need to include every element in every copy, but generally, the more you add, the more persuasive it becomes.
Your copy could take the form of an email, a Facebook or Instagram ad, a Google ad, a banner, a sales letter, a TikTok video ad, etc.—depending on the advertising platform and content format.
Every format is unique and may require additional knowledge to use effectively. However, a solid grasp of copywriting will help you win in advertising, no matter the medium.
This section outlines key principles that successful copywriters abide by—a quick-read list to keep you on track.
Great ads speak directly to one person rather than an anonymous mass.
"Every communication should be a personal one, from the writer to the recipient, regardless of the medium used" — The Adweek Copywriting Handbook by Joseph Sugarman.
"We cannot go after thousands of men until we learn how to win one." — Scientific Advertising by Claude Hopkins.
Your copy must inspire action. Personal, one-to-one communication is far more effective than a broad, impersonal approach.
Nobody wants to make costly mistakes. Consider how you research a car before buying it.
Free samples let the product prove its advantages.
"Let the product prove itself. Samples enable people to learn its advantages."
People scan headlines first; they should spark curiosity, create urgency, or clearly state a benefit.
"The purpose of a headline is to pick out people you can interest."
Every word should serve a purpose—to sell or explain. Clarity is key.
"Fine talkers are rarely good salesmen. The best advertising is simple and informative."
Rather than creating new desires, tap into existing ones.
"We cannot create demand. We can only take advantage of demand that exists."
You're almost ready to write your first copy. In Copywriting 102, you'll learn: