Insights
19/07/2024
So, you’ve decided to dive into the world of copywriting. Smart move. The ability to craft compelling, persuasive, and engaging text is a superpower in today’s content-driven world. But where do you start? How do you transform from a novice scribbler into a wordsmith extraordinaire? Let’s take a look at how to learn copywriting.
Rome was not built in a single period of twenty-four consecutive hours, right? Before you start dazzling audiences with your brilliance, you need a solid foundation. This means understanding the basic principles of good writing. Grammar, punctuation, and sentence structure might sound dull, but they are the bedrock of all great copy.
Read. Immerse yourself in different writing styles. From Joyce to The Sun to blogs and ad copy, read anything and everything. Notice how different authors structure their sentences, build their arguments, and create their voices.
Write. Practice makes perfect. Set aside time each day to write, and then write. It doesn’t have to be perfect (or good). The key is consistency. Over time, you’ll find your voice, your writing will improve and the Colosseum will take shape.
Great copy doesn’t happen in a Dyson. It’s all about connection. To connect with your audience, you need to understand them. What are their problems? How can they be motivated? Why do they get bored? What language do they use?
Research. Dive deep into market research. Surveys, socials, forums, toilet walls. Gather insights from everywhere and anywhere about your target audience.
Empathise. Put yourself in your audience’s shoes. If they wear stilettos, try walking down a cobbled road in them. If they wear Wellingtons, try squelching around a field for an hour. You get the point. Write from their perspective and address their needs and desires.
Why reinvent the wheel? There’s a wealth of knowledge out there from seasoned writers throughout history who have been where you are now.
Books and Courses. Invest in some highly recommended copywriting books like “Ogilvy on Advertising” by David Ogilvy or “The Copywriter’s Handbook” by Robert Bly. Online courses can also be invaluable, providing structured learning and feedback. Craft’s own Paul Anglin has a series on Domestika.
Mentorship and Feedback. If possible, find a mentor. Someone who can provide feedback, share their experiences, and guide you through the learning process. Don’t shy away from criticism—it’s a powerful tool for growth.
Writing is rewriting. Your first draft is just that—a draft. The magic happens in the editing process. Romeo and Juliet was titled Raymond and Jackie in the first draft.
Edit Ruthlessly. Cut out very unnecessary words, clarify your points, and make sure your writing flows smoothly. Don’t be afraid to make big changes. Take a match to it and start again when needed. Just don’t burn yourself.
Seek Feedback. Share your work with others and be open to their suggestions. Sometimes, a fresh pair of eyes can spot things you’ve missed.
The world of copywriting, much like the actual world, is always evolving. To stay relevant, you need to keep learning and adapting.
Stay Updated. Follow industry blogs (like this one), attend talks, and join copywriting communities. Networking with other writers can provide inspiration and support. LinkedIn can be useful here.
Experiment. Don’t be afraid to try new things. Different formats, styles, and techniques can keep your writing fresh and exciting. The more you know.
Embrace the basics, understand your audience, learn from the best, practice and edit diligently, and stay curious. Remember, every great copywriter started where you are now—facing a blank page with a head full of ideas. The difference between a novice and a pro is persistence and passion.
Share
All our projects start with a conversation. Maybe you’re not entirely sure what you need, that’s fine, we’re happy to explore it with you.