The Beginner’s Guide to Masterful Copywriting

Benjamin Watkins, founder of This Is Copy Shares 9 Steps to Becoming a Masterful Copywriter

Benjamin  Watkins, founder of This is Copy, is a skilled copywriter and consultant for startups. Ben has worked with some majors startups like Opsera, MoneyManaged and MoxieMicromobility to create cutting edge content. Ben has worked with marketing teams, VP of Product, entrepreneurs and writers to develop sophisticated content and make products come alive. This content is adapted from his medium article on mastering copywriting for beginners.

Copywriting is an amazing career. You get the chance to work with awesome products and people. You get the chance to write the most memorable advertisements. Most importantly, you help brands improve sales.

This guide is perfect for you if you‘re thinking of getting into copywriting.

Here’s everything you should know.

1. Create Your Swipe File

Your swipe file is your inspiration.

Copywriting is never about the words you want on the page. It’s about the words your customers would say on a page.

Study classic ads. Study brands like Apple and Nike. Visit websites like Copywriting Examples, SaaS Landing Pages, or Really Good Emails.

Find and collect your inspiration. Learn the “why” behind iconic advertisements.

2. Learn Conversational Copywriting

Conversational copywriting feels like you’re talking to the reader — not at the reader. It uses broken grammar rules and idioms. It makes copywriting friendly.

3. Learn How to Write Features and Benefits

Whenever you write the feature, you should ask, “Why would someone care about it?” You’re asking that question over and over to find a specific benefit. Customers want specific benefits that appeal specifically to them.

4. Tell Stories That Solve a Problem

People don’t want to read a random story. They want to know how you’re solving a problem for them. Be a storyteller that solves problems. RXBar does an awesome of it on its About Page. They saw a problem with protein bars and set out to fix it. That’s the story they are telling readers.

5. Be Empathetic

The best copywriters are empathetic. They’ve walked in the shoes of customers. They know how a customer feels. They know the pain a customer goes through. It’s not always about the outcome of a product. It’s about recognizing a customer’s pain.

6. Know What Your Competitors Are Doing

Another way to look at it is to think about how you’re different from your competitors. Are you more affordable, faster, or higher quality than your competitors? It’s your job to find the differentiation of the product. If you don’t know, ask the founders. Talk to everyone you’re working with. Study the product. A copywriter should always know the unique differences of the product.

7. Remove Friction

Friction is the obstacle standing between your customers and the product. Copywriters need to make it as easy as possible for prospects to take action. Show how easy it is to receive the promised outcome. Gumroad does a good of removing friction.

8. Study Copywriting Books

While I believe copywriting books are a great way to learn, you also need to do the work. Study examples. Practice rewriting advertisements. The more you practice, the more you’ll experience what it feels like to be a copywriter. Having said that here are my favorite books on copywriting:

• The Adweek Copywriting Handbook

• Ogilvy on Advertising

• Hey Whipple, Squeeze This

• Scientific Advertising

• Influence: The Psychology of Persuasion

• Boron Letters

• Breakthrough Advertising (recommend getting from the library because it’s so expensive)

9. The Best Copywriters Keep Learning

When I first started copywriting, clients, copywriters, and marketers told me that copywriting wasn’t that great. It always felt like a gut punch. But I kept getting back up because I loved the work. I kept learning. I wouldn’t give up. Learning to be a copywriter is a process.

When you commit to that process, you’ll become a masterful copywriter.

Join Benjamin's Substack newsletter - La Vie Ben Rose for writing wisdom and copwriting examples. You can also visit his website, www.ThisIsCopy.com or read his writing at www.BenjaminWatkins.com.

** This article was adapted from Benjamin's content on medium.com.