Unlike doctors, lawyers,
accountants and cosmetologists, most
successful copywriters did not learn their
profession from formal classes in school.
Indeed, since there's no standard, set,
easy-to-find route to getting started in
copywriting, many novices flounder for
years, unsure about their skills and how to
improve.
Both classic and newer
books on copywriting set out the fundamental
principles of the craft and should be
studied in depth. You should know concepts
like "call to action," "features versus
benefits," "elements of proof," and many
others.
However, books can take
you only so far. Books do not tell you
whether or not you are applying the
fundamental concepts intelligently and
masterfully finessing the finer points. They
don't reveal the weaknesses or blind spots
in your writing. A copywriting course or
private coaching can provide crucial
guidance that nudges you away from bad
habits, boosts your confidence and quickens
your mastery of writing copy.
Here are ways in which you
may profit by going beyond what you can pull
out of books.
1. Feedback on
assignments from an expert instructor.
Some copywriting courses include this, while
others don't. When feedback on your work is
included, it's worth every penny. I can't
tell you how many times I've seen very smart
people read how-to material, then miss the
important points completely when they tried
to apply what they read. A
teacher/mentor/coach/instructor can show you
where you are going wrong - and going right
- in your application.
2. A framework for
study. All the masters on people's
reading lists don't completely agree with
each other. Confusion results. A
teacher/guide gives you a single framework
for understanding what you're learning and
relating the various points to each other.
Such consistency takes you faster to a level
where you are in turn able to form your own
confident opinions on the issues under
dispute.
3. Discipline. If
it's a course with scheduled meetings,
you're more likely to keep up with
assignments than when you are slogging along
on your own. The same goes for a structured
coaching program with a mentor.
4. Answers to
questions. There are sure to be some
points you don't understand, or something
you're trying to achieve that has you
stumped. A mentor/coach/teacher/expert
provides answers and explanations.
If you want the above
advantages, save up for a copywriting course
or coaching program that includes
interaction with someone who knows what
they're doing and enjoys passing that along
to others. Look for the following
qualifications in your instructor or guide:
-
at least 10 years of
copywriting experience, whether on the
job or as an independent professional
-
experience in teaching
or coaching
-
a writing style that
you respect and like
-
a supportive, rather
than bullying or dictatorial, style of
interaction
good rapport with you
-
agreement with your
preferences and goals
|
Learn From the
Masters of No-Hype Copywriting
In 2013 and 2014, Marcia Yudkin
convened the most articulate and
experienced practitioners of no-hype
copywriting for an exchange of ideas
on writing copy that persuades
without excessive showmanship or
stretching the truth.
Presenters included Peter Bowerman,
Nick Usborne, Shel Horowitz, Karon
Thackston and others.
Order the
recordings from this telesummit. |
You'll learn best when
your mentor respects your goals, listens as
well as he or she talks, has a wealth of
professional experiences to share and takes
pleasure in watching you and other
struggling copywriters gain confidence and
grow.
Copyright 2011 Marcia
Yudkin. All rights reserved.
Read
about my mentorship program for copywriters /
marketing consultants.
