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The 4th element in copywriting mastery

December 11th, 2018 by Bob Bly

I used to say there are only 3 ways to learn copywriting.

But I left out an important one, so there are really 4 ways to
become a good copywriter.

First let me recap the first 3 steps:

Step #1: Write.

Write every day. It could be sales copy, blog posts, articles, or
books.

But write something every day.

Step #2: Read.

Read every day.

And read everything: newspapers, magazines, newsletters, essays,
short stories, novels, history, science, and business books.

Warning: If you read only business books, that’s a mistake,
because you are not acquiring knowledge of subjects that can help
add depth to your copy.

Step #3: Study the promotions you receive.

Read direct mail, newspaper ads, email, and online sales letters
both as a consumer and a copywriter — as a consumer to see what
motivates you to buy, and as a copywriter to learn the techniques.

Now for the crucial step #4 which I have previously left out.

Step #4: Participate in numerous direct response tests.

The more test results you see, the better you will understand
what works and what doesn’t in copy.

The longer you are a copywriter, and the more tests you are
involved in, the more you will learn from testing and the better
you will be.

Remember, subjective judgment is of limited value. Only tests
show you what works and what doesn’t.

Some potential clients ask me, “Why should we hire you instead of
a cheaper copywriter?”

There are many answers, but perhaps the most important is this:

I have been writing direct response copy around 12 hours a day, 5
days a week, for nearly 4 decades.

Because of that, I have participated in and seen the results of
more tests than most other working copywriters.

For this reason, I have a slightly better handle than many of
these other copywriters on what works and what doesn’t in
sales copy.

The more tests you participate in, the more you’ll know about
selling your product or anyone else’s.

And that’s the fact, Jack.

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This entry was posted on Tuesday, December 11th, 2018 at 2:27 pm and is filed under Writing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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