And if you took. That long to discover such an important selling feature. I hope you things some time to study. The good news his that a business.What exactly is the art and science of writing copy (words used on web pages, ads, promotional materials, etc.) that sells your product or service and convinces prospective customers to take action. In many ways, it’s like hiring one salesman to reach all of your customers. A sales team contacts customers one at a time; a copywriter reaches all of them at once through billboards, magazine ads, sales letters, blog posts, and more.
Design, content marketing, SEO, and growth hacking are all parts of a complete digital marketing plan, but copywriting is the glue that ties it all together. Copy gives your design meaning and lays the foundation for your content marketing, SEO, and growth hacking. Writing better copy enables you to convert more readers into customers, and we wanted to provide a guide that would give you an advantage when writing copy both on and offline.
If you can leverage your writing to tell a compelling story while convincing customers of the need for your product, there is no limit to the growth your business can experience.
However, if you are stuck writing generic emails, ads, and sales letters, you can expect to spend the rest of your entrepreneurial career struggling to make a single sale.
But how in the world do you actually become a good copywriter?
Should you spend countless hours handwriting famous sales letters?
Should you read hundreds of books on copywriting?
Should you go to college and spend $100k on yet another advanced degree?
I think there is a better way to become a world-class copywriter—an easier way that requires almost no investment from you and that will only take you about 30 days.
The first thing I want to point out is that this article is designed to help you become a world-class copywriter, not a master copywriter.
To become world-class (the top 5%) takes only about a month of focused, intentional work.
Breaking through those extra four percentile points to become a true master copywriter (the top 1%) will take you years, if not decades, of practice and dedication.
However, unless your entire career is dedicated to copywriting, all that effort is unnecessary. If you can break out of the realm of good copywriting and become great, the extra four percentage points are simply not needed to run a successful business.
Becoming world-class is completely achievable and can be done faster than you think.
Let’s begin.
Why Understanding the Product Is So Important
The first step in any copywriting project is fully understanding whatever product you’re selling. David Olgilvy, a legendary copywriter, is famously known for taking three weeks of meticulous study to come up with a winning concept for a Rolls-Royce ad. The final headline read “At 60 miles per hour the loudest noise in this Rolls-Royce comes from the electric clock.” It took him that much time to find a detail compelling enough to sell a Rolls-Royce.
On the other hand it’s still worthwhile to follow the steps in this chapter in order to capture all of the details of your product. By writing down a complete product description along with a list of the features and benefits, you’ll save this important information where you can refer back to it in later chapters. It’s better to have everything saved in one place so you’ll always have it available at your fingertips.
So before you start writing copy, complete the following exercise to write down a description of your product or service. After finishing, you’ll know every detail of what you’re selling and have a better idea about how to sell it. Get started by answering the following questions about your products.