The (often neglected) step to getting better at copywriting

Like thousands of people during the pandemic, I decided to dust off my old guitar and finally learn to play a few tunes. So, I searched YouTube for guitar instructors. Watching those videos, I discovered a lot about making chords and strumming. I even ventured tepidly into the world of fingerpicking.

After two weeks, I wish I could say I was ready to jam with Mark Knopfler. But I wasn’t. Not even close!

In fact, I hadn’t improved my guitar playing much at all.

The reason was that I had only really taken the first step to getting better at something. I was listening, observing, and understanding — sponging up information. But there is a crucial second step I was neglecting.

Practice.

To paraphrase David Sandler’s classic book, you can’t learn to ride a bike by watching a video. You have to get on the thing, pedal, and try not to tip over!

The same is true when it comes to getting better at copywriting.?

For example, during the past couple of weeks, I’ve chatted with:

• A freelance blog writer who wants to transition to persuasive copywriting.
• A salesperson who struggles to write winning prospecting emails. (In fact, his new job depends on it.)
• A marketing manager who needs to upskill her writing of emails, landing pages, and especially Facebook ads.?

They’ve all been approaching “getting better” in the same way I did with the guitar. They’ve been digging into how-to articles and videos. One of them even read a textbook cover-to-cover.

Yet, they all told me they haven’t been mastering copywriting as quickly as they had hoped. The marketing manager said it best, “I’m having trouble translating all I?now?know about copywriting — which could fill a grain silo — to actually writing better copy that gets results.”

The key is to practice more.?

When you learn a new copywriting technique, try it out. See how it works. Play with the technique like a child would a new toy.?

A ski instructor once told me he could tell which students would succeed simply by watching what they did after the lesson. Those who stayed on the slopes and played around, applying what they learned, improved. Those who went straight home after the lesson, didn’t.

In my 15+ years of teaching copywriting, I’ve seen the same thing. Those who practice get better, faster. That’s why I feature so many practice exercises in my courses.?

So, the next time you pick up a new copywriting technique — for example, how to write a preheader for a marketing email — put it into practice right away. Use it or lose it!

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Steve Slaunwhite teaches the latest copywriting techniques for generating leads, boosting conversions, and growing sales. He is the author of several books including The Everything Guide To Writing Copy (Simon & Schuster.) To find out more about his courses and in-house training, visit www.SteveSlaunwhite.com .