A Copywriting Course win from Apr 17, 2023:
Starting an AirBnB blog in addition to existing email list + sponsored newsletter
Signup for our email:
Rob Roseman replied to Rob Roseman's topic in Copywriting & Content
Tagged with:
Neville posted a blog entry in Copywriting Course Blog
karelle chienkoua commented on Neville's lesson in Website Writing
jason paris replied to jason paris's topic in Emails
Tagged with:
Starting an AirBnB blog in addition to existing email list + sponsored newsletter
SEO for B2B company selling high end testing equipment
Revising home page and email signup copywriting
Discussing if a virtual summit or a regularly scheduled “Office Hours” would be better
Your Friday newsletter is jam-packed with useful, insightful stuff and I'm always excited to see it in my inbox.
Mustafa
Thank you for the feedback and support. So much value added!!!
JR
"Copy Work" is when you hand copy famous ads in order to "learn" how that person wrote it.For example, the first copywriter I ever learned about was Gary Halbert. He had a very specific style (that while semi-scammy) was extremely engaging to read.I would hand-write out famous ads of his, like this Coat of Arms sales letter that made him a millionaire at age 32:
By simply handwriting out the exact ad he made, I was able to "get in his head" and learn indirectly from Gary Halbert on my own time. I started noticing small details like:
Copy Work Exercises You Can Do:
Want to learn to write like a famous copywriter? We've included 30+ ads you can copy by hand in this post:
Why this is great: Easy to read layout. Talks about the style, and the details of the fabric. Has good CTA at the end.
Why this is great: Easy to read, familiar layout, familiar character (the Hathaway shirt man). It also pulls the reader in with “987,693 tiny windows”.
Why this is great: Clever headline matched with an authority-building subheadline. The body copy lays out 13 clear reasons why it’s a great car.
Why this is great: Great layout and image. The headline plays on a negative word, which grabs your attention. The body copy extends the “lemon” idea by showing you how VW actually does not let lemons leave their factories.
Why this is great: “Proof” photo paired with eye contact and finger pointing. The subheadlines do a great job building desire.
Why this is great: Clever headline plays on the thought in most of our heads. Body copy connects the dream with reality because now it’s “very affordable for you to drive one”.
Why this is great: Eye-catching before-and-after image. The body copy outlines a great offer: instead of buying new shoes, send yours in and get them fixed for just $13.95.
Why this is great: Great image and eye-catching color. The formatting is really easy to read from top to bottom.
Why this is great: It makes the watch part of the adventure story while highlighting quality and playing to manliness.
Why this is great: It sets up a potentially romantic story…gone wrong. Great storytelling that positions the shampoo as the magic bullet.
Why this is great: The images show the “bouncing and behaving” in action - it’s great proof!
Why this is great: It shows a familiar before-and-after. Many of us have dealt with glaring sun while we’re driving. The body copy twists the knife on the left and plays up the benefits and features on the right.
Why this is great: The images show off the “flex” in several ways, on several people.
Why this is great: It sets up the coat as military-grade quality that solves a specific “fatal” problem - water seeping in.
Why this is great: The headline makes you wonder…why only 6 out of 7 days? The body copy explains the technical reason behind the headline, softly sells another shoe, and includes a great diagram “proving” why you should care about arch support.
Why this is great: Great layout and colors that make the toothpaste and headline stand out. The headline pairs two benefits (fight bad breath and tooth decay) and positions Colgate as the best in the industry.
Why this is great: This is a great trust builder. It shows the mechanic at work and lists all his qualifications.
Why this is great: The headline starts with one broad claim (it’s built for comfort) and then the body copy backs it up with several specific examples of comfort and luxury.
Why this is great: The ad sets up the status quo (using floppy disks) vs a new alternative (a bigger/better hard drive), and lists all the reasons why the NCR PC6 is a better choice.
Why this is great: The headline pulls your eye back to the image because it’s not immediately obvious that there is a difference. Then, the copy explains that the guy on the left is carrying a normal briefcase with a bunch of papers…and the guy on the right has an entire computer built into his briefcase.
Why this is great: The ad is built around a couple of attractive features/benefits - ink can’t escape and bleed onto your clothes, and the pens can be refilled with the press of a button. Plus, it’s the official pen of the Army and Navy.
Why this is great: It shows off the table in both “modes”. The layout and images are great, and the body copy lists a lot of additional attractive features.
Why this is great: The images range from technical drawings to product shots to action shots - it’s a great way to present the helmet. The text is simple and direct.
Why this is great: Great artwork, interesting layout, and specific benefits about the driver, service, scenery, and savings.
Why this is great: The imagery is impossible to ignore and the text highlights 5 great bullets that are easy to understand and make signing up an easy decision.
Why this is great: Great layout that makes the bike look like it’s physically sitting on the text.
Why this is great: It sets up the (at the time) new idea of shaving at home as a better idea that’s clean, affordable, and a growing trend.
Why this is great: It lays out a philosophy that you deserve quality for your money. This copy was popular and used with several different sets of images.
Why this is great: Great layout that draws the eye to the new product feature - the built-in arch support. The subheadline builds authority and the body copy adds extra benefits.
Why this is great: This 120+ year old ad should be tough to read, but the layout, text sizing, and images do a great job drawing your eye down the page. All the formatting tricks used here still work today.
Why this is great: The headline is a fantastic storytelling hook, and the rest of the ad goes on to tell the story. It makes you want to relive the situation yourself - winning over a crowd and impressing everyone.
Thank you for the great suggestions for tightening up the copy on my cold email. It's already converting better than anything else we did in the past.
LR