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3 Stages Of Copywriting Mastery How To Go From Rookie To Master
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Mastering copywriting is one of the most undervalued skills in the world. Coupled with an understanding of marketing, it is effectively a licence to print money. As you skill up as a copywriter then you'll go through three distinct phases.
Level 1: Fill in the blanks.
Even the rankest beginner can actually use "fill in the blanks" templates with modest success. Given the general standard of advertising out there, fill in the blanks type copy templates are going to be an improvement in most cases.
There is a massive amount of common sense to this basic approach to copywriting. There is speed and efficiency and if the templates are any good you are effectively swiping and deploying really good ads.
There are a lot of bad templates out there. Many ad templates don't get updated as the market evolves You need to be continuously studying what's working in direct response in order to remain ahead of the trend and able to spot when the templates are no good.
Level 2: Follow the rules.
This level is attained as you get a little more serious. Take or buy a few courses and take the craft a little more seriously.
Attainment of this level means you can follow the basic rules of sales and marketing. See how the rules work together to create sales. This lessens your dependence on 'fill in the blanks' copywriting.
You'll be able to break down sales letters, etc you know are working, figure out the underlying structure and then use it in another promotion quite effectively.
You can write very effective copy this way. Many times just by following all the rules you can get massive breakthroughs in response rates for your own business and your client's business.
This level can be easily attained with 1,000 hours of practice, less if you have a mentor and good training materials to learn from.
Level 3: Break the rules
At this point you are able to break the rules when they need breaking and know that you are still guaranteed of a result.
What a great place to be in. And it takes about 10,000 hours of practice to achieve this level of mastery.
In every craft there are the supreme masters who know when rules need not apply and break them. Painters, poets, authors do this in their respective arts. The copywriter can do the same when they have become masters of the principles that underpin the rules.
For example, The Admiral Byrd Polar expedition letter mentions the hefty price of $10,000 (in the 1968) in the opening paragraph. And promises the reader discomfort.
It is a common rule not to mention the price early. However the author uses it as a challenge to the readers 'manhood' as if to say "are you up for this?"
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