Tired of hearing the SAME OLD TIRED ADVICE on how to become a better copywriter today?
You guys, someone has to say itā¦
Handwriting out great ads or emails you find online ā word for word ā will NOT make you a better copywriter.
In this blog, Iāll explain WHY that advice sucks and what you should do instead to ACTUALLY improve your copywriting skills in this video.
Hey, Posse! Whatās up? Itās Alex. Coming at ya this week with some easy exercises you can start doing TODAY to improve your copywriting skills.
Whether youāre brand new or have been writing copy for over a decade like I haveā¦
There is ALWAYS room to improve your writing skills, and it all comes down to experience, practice and repetition…
So letās talk about HOW.
The inspiration for this article actually came from one of my students during a LIVE Q&A!
He had heard that same old classic advice given to new copywriters, āJust hand write out āwinning copyā to improve your copywriting skills.ā
So thatās what he had been doingā¦
And he was frustrated because he felt like his skills were NOT improving ā despite re-writing TONS of great copy⦠even to the point of memorization! He told me he could even recite my emails back to me, WORD FOR WORD.
He wanted to know what I thought about this and if there was anything else he should be doingā¦
Hereās what I saidā¦
Re-writing winning, or proven, copy is NOT a bad thing to doā¦
Iāve given that advice before, too, and it CAN be helpful to model what worksā¦
IF (thatās a big IF) you know and understand the copywriting principles, psychology, hooks, and strategies that went into WHY the copy was written that wayā¦
Because only then can you REPLICATE it in your own copy. But the problem isā¦
Most beginners do NOT understand these principles. Not really.
Thatās why hand-rewriting copy can be useful for learning conversational cadenceā¦
But just like learning a new language, repeating a phrase until you say it correctly doesnāt mean youāll be able to us it in practice, in a different setting.
Simply re-writing someone elseās words, in someone elseās brand voice, for someone elseās product is not transferable when you go to write copy for someone or something else.
So whatās the solution?
Well ā first, you learn the FORMULAIC FUNDAMENTALS of great copywriting and marketing.
You learn how to STRUCTURE copyā¦
You learn how to get inside the minds of your customer and appeal to their emotions, fears and deepest desires.
And BTW ā I teach all of this and more inside my 8-week copywriter coaching program ā the Copy Posse Launch Pad.
Enrollment only opens once a year ā if you want to learn more and join the waitlist for the next enrollment, click on that link to do so!
BUTā¦
In the meantime, here are 9 exercises you can do right now ā STARTING today ā to get better at copywriting.
1. Create Headlines for Different Audiences
Alright, this exercise is going to help you develop a deeper understanding of how youād craft headlines differently for different audiences and customer avatarsā¦.
So start by picking a product or service you already know and love, maybe itās a fitness program you see ads for all the time, or the newest iPhone, a revolutionary ice maker ā whatever!
If youāre stumped, just open Facebook or Instagram and scroll for 2 seconds until you find an ad.
Once you pick the product, youāre going to come up with 5 DIFFERENT customer profiles ā or customer avatar āgroupsā ā that might be interested in this productā¦
Along with their core challenge or objection.
So, using the exercise program exampleā¦
You might have:
- Young professionals who just started their careers and are struggling to maintain an active lifestyle while also trying to climb the corporate ladderā¦
- New parents with babies or toddlers at home who donāt have ANY extra time in their day to shower, let alone exerciseā¦
- Retirees who are not necessarily looking to be fit and buff but more concerned about keeping their muscle & mobility as they ageā¦
- College students looking for fitness on a tight budgetā¦
- High-income executives with high-stress 18-hour jobsā¦
Feel free to use these ones, too. Once you are clear on your 5 target audiencesā¦
You are going to write 5 headlines to promote the product or service you selected to each audience.
Focus on speaking directly to the specific interests, pain points, or desires of each group.
For example: A headline for young professionals could be, “Get Fit in 20 Minutes a DayāNo Gym Required!”
This focuses on their main problem or objections which is lack of time.
Now, once youāve written out all your headlines, itās time to go back and compare them.
Look at the different language, hooks, and even tone of voice you used for each audience. How can you tweak and adjust the messaging even more?
Alright, on to the next exerciseā¦
2. Rewrite Weak Copy
This is one of my FAVORITE exercises ā and I actually know a ton of copywriters who have landed clients this way!
What youāre going to do is look for some copy that is poorly written ā or something that you can see isnāt quite hitting the mark or seems to be missing something.
It can be a sales page, an email, a landing page, an ad ā whatever.
Sit down and analyze each section of it ā make notes on what you think is missing or could be improved.
Are the benefits unclear? Is the call to action weak ā or missing altogether? Is it confusing? Is the offer not strong? Is the tone wrong?
What is it that you think can be improved?
Now itās important when you do this exercise to find something you ACTUALLY see a flaw in.
Then go ahead and re-write the copy to fix the flaws you took note of.
If youāre totally lost and not sure where to even start, here are some things to look for:
- Clarity: Simplify any jargon or confusing phrases.
- Benefit-driven language: Shift the copy to emphasize how the product solves a specific problem for the customer.
- Emotional appeal: Add urgency, desire, or empathy to make the customer feel understood.
- Stronger call-to-action (CTA): Make sure the CTA is clear, specific, action-oriented, and creates urgency
- āGrab your free trial nowā vs. āLearn moreā.
And the last step is to once again ā COMPARE.
Look at your new version and the original versionā¦
Ask yourself: is my version easier to read and understand? Does it create a stronger desire for the product? Is it more compelling?
BE HONEST WITH YOURSELF.
Donāt cut corners and donāt be lazy about it ā thatās not how you improve. If what you wrote isnāt better, go back and improve it.
This exercise is going to help you learn how to critically analyze copy and make MEANINGFUL improvements that actually increase engagement & conversion.
Once youāre happy with your revised version, go ahead and send it off to the brand or businessā¦
You never know ā you might even get hired š
3. Reverse Engineer Successful Copy
Okay so those of you who love the idea of rewriting winning copy, try this insteadā¦
Take a well-known piece of copy that is a āwinnerā or āprovenā and instead of just re-writing it down word for wordā¦
Break the copy down into its core components.
Identify the hook, the problem, the solution, and the call to action.
THEN go back and rewrite each section of the copy using DIFFERENT phrasing or structure ā but still sticking to the core persuasion principles.
Ask yourselfā¦
- How does the hook grab attention in the first few seconds or words?
- What problem does the copy address? How is it relatable to the target audience?
- How does the product or service solve this problem?
- What emotions are they trying to evoke (e.g., fear, excitement, curiosity, relief)?
- Whatās the next step for the audience to take? Is it clear and compelling?
- And finally⦠what made the original copy so effective ā what elements worked well and how can you incorporate them into your own copy?
This exercise does SO MUCH MORE than simply re-writing it word for word ever could.
It teaches you how to identify the strategic components of winning copy and then apply those strategies in your own writing.
4. Write Product Descriptions with Different Goals
Okay so hereās an easy one that will take less time than the ones weāve covered so farā¦
For this one, youāre going to pick a product ā any product ā just make sure itās something youāre actually familiar with and can EASILY describe.
This exercise will be easier for you if the product you choose is something that YOU are the ideal customer for.
So once you have a product in mind, go ahead and write a short 100-300 word description for it.
Youāre going to write FIVE versions of this description ā each one focusing on a DIFFERENT aspect.
- Feature-based: Describe the key features of the product (dimensions, material, color).
- Benefit-based: Focus on how the product improves the customerās life (“This bag will keep your laptop safe and dry”.)
- Urgency-based: Use time-sensitive language like ālimited offerā or ālast chance.ā
- Scarcity-based: Create a sense of scarcity. (āOnly 5 left in stock!ā)
- Emotion-based: Evoke a strong emotional response. (āFeel more confident when you wear this suitā)
Remember ā youāre not cramming all of these into one descriptionā¦
You are writing 5 different descriptions ā each one focusing on something different.
Once youāre done, go back and read each description. Ask yourselfā¦
Which one conveys the most value and persuades you to buy? Why? How does changing the focus between emotion vs features alter the tone of the copy?
This exercise sharpens your ability to move beyond dry, boring facts and focus on what truly drives customers to actāemotion and desire.
Both are necessary in good copy and itās important to learn how to balance them.
Alright, next exercise.
5. Practice Different CTA Variations
Hereās another quick one for the days you donāt have a bunch of time but still want to practice.
Go through your emails and find one that is promoting an offer. Look at the CTA they usedā¦
Then go and write 10 different variations of that CTA.
The goal here is to not just change out a word or twoā¦
You want to test different tones, experiment with urgency levels, swap out the action verb, etc.
Each CTA should be DIFFERENT ā like I said donāt swap out just a word or two.
And remember to focus on keeping them simple and getting the reader to take immediate action.
Some might be more urgent, while others are softer and focused on benefits
For exampleā¦
- āClaim your spot before itās goneā ā utilizes the concept of urgency.
- āBuy now and unlock two free bonusesā ā is more focused on benefits.
Once youāre done, go back and analyze what you came up with.
Which one do you think would perform better in that email? Why?
Remember ā with all CTAs ā simplicity & clarity are KEY.
Alright, on the exercise #6⦠Are you guys loving these exercises?! Comment below and let me know!
6. Turn Features Into Benefits
Yessss! This is one of the things ALL my students love to practiceā¦
Turning boring features into juicy bennies!
Are features important when it comes to selling something? Yes, of course.
But itās NEVER the plain, matter-of-fact features that make the sale. Itās the EMOTIONAL response a person has to the features.
And to create an emotional response, we need to make those features sound enticing.
We need to make them juicer.
For example, “Waterproof” becomes “Stay dry and comfortable, no matter the weather.”
See how much better that sounds?! So hereās what youāll doā¦
Open Amazon or something similar, and just pick one of the top 5 products that pops up. Doesnāt really matter what it is ā coffee maker, raincoat, whatever.
Now list out 10 features that productā¦
So a coffee maker might have features that look like: itās quiet, has a built-in grinder, is programmable, etc.
Now youāre going to take those features and make them into a BENEFIT by asking yourself: āWhatās in it for the customer?ā
- Example:
- Feature: āHas a built-in grinderā
- Benefit: āGrind fresh coffee beans for the perfect brew every timeā
Then youāre going to go one step further⦠and turn those benefits into JUICY BENNIES.
Ask yourself ā why would the customer would care about that benefit? One of my favorite tricks to help me dig deep is to finish the sentence āso you canā¦ā
For example:
- Benefit: āGrind fresh coffee beans for the perfect brew every timeā
- Juicy Bennie: āGrind fresh coffee beans for the perfect brew every time SO YOU CAN start every day with a perfect cup of coffee ā without leaving your house, changing your PJs, or paying $8.00 for an overpriced latte.ā
See how much more relatable and persuasive that is?
This exercise will help you MOVE PAST the technical details of writing an offer and learn how to write copy that really speaks to WHY a customer should care.
Now if you need help with this, I actually created a FREE resource that helps you turn ANY feature into a juicy bennie by answering 5 simple questionsā¦
Iāll link to that in the description box below if youāre interested!
Alright on to the next copywriting exerciseā¦
7. Write for Different Stages of the Customer Journey
Okay here is an exercise that is a little more advanced but can REALLY improve your writingā¦
Youāre going to choose a product to write for ā donāt overthink this part.
And then I want you to IMAGINE a customer at 3 different stages of the buying processā¦
You are going to write for each stage of awareness. The copy will be DIFFERENT because the goal at each stage is differentā¦
First ā problem aware.
- This is where the customer first realizes they have a problem. Write a headline or ad that highlights the problem and introduces your product as a potential solution.
- This copy is going to be the customerās FIRST touchpoint.
Second ā solution aware.
- Now the customer is looking for solutions. They are sorting through different options and deciding which one is best for them.
- Write an email that educates the reader on how your product solves their problem ā in a unique way. WHY are you the right person/product/service? Why should they pick you?
- This email should deliver value and educate – NOT SELL.
Third ā very aware.
- Now the customer is ready to purchase. Write a sales page or landing page that encourages them to take the next step and buy the product.
Like I said, this one will take some time.
But this exercise helps you understand how to meet your audience where they are in the buying process ā which is essential in all great marketing.
Now just to be clear ā there are 5 levels of Customer Awareness ā which I have covered in more detail in other blogs.
But for the sake of this exercise, focusing on just these 3 stages is more than enough.
Okay, weāre almost done! Two more exercises leftā¦
8. Rework Headlines
I honestly think that re-writing copy is one of THE BEST ways to sharpen your copywriting skills.
Itās easier than just sitting down and āpracticing headlinesā because youāve already got something to go off — and all you have to do is make it different and hopefully, better!
If you follow me on social media, you know that I find ads or headlines and post them to my page to have my community re-write ā or āmake hotterā.
Itās a fun way to practice and less intense than the exercise on this list haha ā so if youāre not already, make sure to give me a follow on Instagram!
Now when it comes to FINDING headlines to rewrite, hereās what I like to doā¦
Iāll visit different websites that are notorious for their majorly click-worthy headlinesāBuzzfeed, Refinery29, and Cosmopolitan are some of my favsāand then Iāll just pick the very top headline that shows up on each site, and sit down to recreate it into something totally different.
For this exercise, I want you to write 10 variations of a headline you find onlineā¦
And give each one a different angle: curiosity, benefits, urgency, exclusivity, humor, etc
This exercise trains you to think strategically about the seemingly small tweaks you can use to optimize your copy.
Alright, ready for the last exercise?
9. The Power of the First Sentence
Go to swiped.co and select a sales page, email, or landing page.
It doesnāt HAVE to be something from swiped.coā¦
You could also pick literally any other sales page, email or landing page ā but if you’re stuck and need to find something quick ā swiped.co is a good resource to use.
Now ā whatever you picked ā write 5 variations of the OPENING SENTENCE of copy. Not the headline! Not the subheadline!
The first sentence that opens the copy or the lead-in. The opening line ā if you will.
Your goal is to grab attention in FIVE DIFFERENT ways.
If they used curiosity⦠maybe you use FOMO. If they use humor⦠maybe you use empathy.
Whatever you use, remember that the first sentence is CRITICAL to keep readers engaged.
Your copy needs to spark interest immediately and encourage the reader to keep going. This can be one of the most difficult parts of copywriting!
This exercise helps you practice crafting powerful openings that immediately capture attention.
Once you’re done, go back and read all 5 of your variations ā which one is the most compelling? And why?
Get into the habit of ALWAYS asking yourself why copy is or is not compelling and how it can be improved.
AND THATāS IT!
9 exercises that will actually improve your copywriting skills.
Remember, itās not all or nothing. I gave you a variety of exercises to pick and choose from and things you can come back to again and again!
I hope you guys loved this and found it helpful.
Iām dying to know which exercise youāre going to try first. Comment below and let me know!
Until then, Iām Alex. Ciao for now!