Here’s the single most important theme and idea for this
Copywriting is a language.
Consider copywriting a “professional language,” like accounting.
Accounting is considered “the language of business.”
And copywriting has been referred to as “salesmanship in print…”
So it makes sense to consider copywriting the “language of sales.”
More specifically, it is the language of emotion.
Because emotions are what make people buy things.
For me, it has been effective to learn copywriting the way you’d learn a new language, say Spanish.
(For the purposes of this book, assume you absolutely cannot read or speak any Spanish. It will make all
my examples a lot easier)
If you’ve never tried to learn a new language, here’s how the education process usually goes…
The instructors will start with some basics…
Then they will add some stuff on top, while they continue to repeat and reinforce past lessons and
basics over and over.
It is the brute force repetition that makes the language stick.
But nobody teaches copywriting as a language to practice.
Instead they teach it like putting together a piece of furniture.
“Do this. Then do that. Fill in this template.”
We will not do that inside this guide.
We will establish a few core principles, then expand on them over and over and over.
In fact, you may find parts of this guide repetitive.
That is by design.
Once the emotions of the copywriting language are DRILLED into your memory through continuous
practice and repetition...
