Modeling And Learning
If we are to be witty about it, learning copy writing is not only about the “writing.” A good part of it is also about the “copy.” By “copy,” I mean the act of imitating or mimicking something that is already in existence.
No, I don’t mean that you should become a fraud and steal ideas left and right.
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What I want to say is that you should take time to study excellent sales copies, learn the methods that are used, and develop your own style by patterning your thought processes in accordance with the ideas behind proven sales letters.
This is what copywriters have labeled as modeling. And it is not something that is limited to novices to the craft. Even veteran copywriters practice the same. The importance of modeling cannot be undermined. Modeling can help anyone upgrade their skills.
Why Is Modeling Important?
The greatest sculptors in history needed human models to copy. The greatest painters needed the same as well.
Modeling as a mode of learning copy writing can be likened to such needs. The best way to learn, after all, is to study how previous models have become successful. The reasons for their success should be determined and emulated so as to replicate it.
There are a lot of sales pages that have sold millions of products all over the world. The World Wide Web is replete with these copies, and anyone can gain access to them at any time. Different sales copies employ different strategies, and indulging on what they can share is an excellent way of absorbing these tried and tested techniques.
The Basics Of Internalization
Maria Veloso, author of the highly acclaimed Web Copy That Sells, mentioned in the said book that there is no shortcut to learning how to write a sales letter. But if you must, according to her, then the best way is to go into the minds of the greatest copywriters in the known world.
She offers this strategy…
Find a sales copy that has sold many products. Study it. Read every word. Read every sentence. Read every paragraph.
Thereafter, get a pen and a paper. Write the sales copy word for word. Do no skip on anything. Reproduce the same on paper in its entirety.
This is a very tedious undertaking, but it’s one that works. By doing this, you’d be able to internalize the thought processes that the said copywriters went through, thereby learning from them and absorbing their approaches on different aspects of the sales letter.
For some people, writing down a sales page is good enough. But sometimes, you have to write the same over and over again before the ideas sink in. It’s something you must be willing to do. It is, after all, the most efficient of the shortcuts to learning the art and science of copy writing.
Preparing Swap Files
During the course of studying potent sales copies, you can write down the lines that moved you. These are the killer lines, the coup de grace delivered by the copywriters involved. They are the money lines, the lines designed to lure the readers into giving their consent.
As a student copywriter, you’d want to build your collection of these lines. They will serve as your swap files.
Why “swap files,” you might ask?
Because they are lines you can use for your own sales pages. With a little innovation added to them, they can be utilized to convey your own business message as well as convince your own set of prospects.
Did you like the line “Finally, The Secrets Of The Rich And Famous Online Businessmen Will Be Revealed?”
Then add the same to your swap files, as it can be transformed to something like “At Long Last, The Secrets Of The ________________ Can Now Be Shared,” where the blank will depend on the audience you wish to target.
There are many money lines you can collect. So do write them down and save them for future use.
Every successful copywriter has his or her own pool of swap files.
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