Tired of hearing the SAME OLD TIRED ADVICE on how to become a better copywriter today?
You guys, someone has to say it…
Handwriting out great ads or emails you find online – word for word – will NOT make you a better copywriter.
In this blog, I’ll explain WHY that advice sucks and what you should do instead to ACTUALLY improve your copywriting skills in this video.
Hey, Posse! What’s up? It’s Alex. Coming at ya this week with some easy exercises you can start doing TODAY to improve your copywriting skills.
Whether you’re brand new or have been writing copy for over a decade like I have…
There is ALWAYS room to improve your writing skills, and it all comes down to experience, practice and repetition…
So let’s 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, “Just hand write out “winning copy” to improve your copywriting skills.”
So that’s what he had been doing…
And he was frustrated because he felt like his skills were NOT improving – 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 doing…
Here’s what I said…
Re-writing winning, or proven, copy is NOT a bad thing to do…
I’ve given that advice before, too, and it CAN be helpful to model what works…
IF (that’s a big IF) you know and understand the copywriting principles, psychology, hooks, and strategies that went into WHY the copy was written that way…
Because only then can you REPLICATE it in your own copy. But the problem is…
Most beginners do NOT understand these principles. Not really.
That’s why hand-rewriting copy can be useful for learning conversational cadence…
But just like learning a new language, repeating a phrase until you say it correctly doesn’t mean you’ll be able to us it in practice, in a different setting.
Simply re-writing someone else’s words, in someone else’s brand voice, for someone else’s product is not transferable when you go to write copy for someone or something else.
So what’s the solution?
Well – first, you learn the FORMULAIC FUNDAMENTALS of great copywriting and marketing.
You learn how to STRUCTURE copy…
You learn how to get inside the minds of your customer and appeal to their emotions, fears and deepest desires.
And BTW – I teach all of this and more inside my 8-week copywriter coaching program – the Copy Posse Launch Pad.
Enrollment only opens once a year – if you want to learn more and join the waitlist for the next enrollment, click on that link to do so!
BUT…
In the meantime, here are 9 exercises you can do right now – STARTING today – 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 you’d craft headlines differently for different audiences and customer avatars….
So start by picking a product or service you already know and love, maybe it’s a fitness program you see ads for all the time, or the newest iPhone, a revolutionary ice maker – whatever!
If you’re stumped, just open Facebook or Instagram and scroll for 2 seconds until you find an ad.
Once you pick the product, you’re going to come up with 5 DIFFERENT customer profiles – or customer avatar “groups” – that might be interested in this product…
Along with their core challenge or objection.
So, using the exercise program example…
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 ladder…
- New parents with babies or toddlers at home who don’t have ANY extra time in their day to shower, let alone exercise…
- Retirees who are not necessarily looking to be fit and buff but more concerned about keeping their muscle & mobility as they age…
- College students looking for fitness on a tight budget…
- High-income executives with high-stress 18-hour jobs…
Feel free to use these ones, too. Once you are clear on your 5 target audiences…
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 Day—No Gym Required!”
This focuses on their main problem or objections which is lack of time.
Now, once you’ve written out all your headlines, it’s 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 exercise…
2. Rewrite Weak Copy
This is one of my FAVORITE exercises – and I actually know a ton of copywriters who have landed clients this way!
What you’re going to do is look for some copy that is poorly written – or something that you can see isn’t quite hitting the mark or seems to be missing something.
It can be a sales page, an email, a landing page, an ad – whatever.
Sit down and analyze each section of it – make notes on what you think is missing or could be improved.
Are the benefits unclear? Is the call to action weak – 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 it’s 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 you’re 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
- “Grab your free trial now” vs. “Learn more”.
And the last step is to once again – COMPARE.
Look at your new version and the original version…
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.
Don’t cut corners and don’t be lazy about it – that’s not how you improve. If what you wrote isn’t 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 you’re happy with your revised version, go ahead and send it off to the brand or business…
You never know – you might even get hired 😉
3. Reverse Engineer Successful Copy
Okay so those of you who love the idea of rewriting winning copy, try this instead…
Take a well-known piece of copy that is a “winner” or “proven” and instead of just re-writing it down word for word…
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 – but still sticking to the core persuasion principles.
Ask yourself…
- 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)?
- What’s the next step for the audience to take? Is it clear and compelling?
- And finally… what made the original copy so effective – 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 here’s an easy one that will take less time than the ones we’ve covered so far…
For this one, you’re going to pick a product – any product – just make sure it’s something you’re 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.
You’re going to write FIVE versions of this description – 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 customer’s life (“This bag will keep your laptop safe and dry”.)
- Urgency-based: Use time-sensitive language like “limited offer” or “last chance.”
- Scarcity-based: Create a sense of scarcity. (“Only 5 left in stock!”)
- Emotion-based: Evoke a strong emotional response. (“Feel more confident when you wear this suit”)
Remember – you’re not cramming all of these into one description…
You are writing 5 different descriptions – each one focusing on something different.
Once you’re done, go back and read each description. Ask yourself…
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 act—emotion and desire.
Both are necessary in good copy and it’s important to learn how to balance them.
Alright, next exercise.
5. Practice Different CTA Variations
Here’s another quick one for the days you don’t 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 used…
Then go and write 10 different variations of that CTA.
The goal here is to not just change out a word or two…
You want to test different tones, experiment with urgency levels, swap out the action verb, etc.
Each CTA should be DIFFERENT – like I said don’t 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 example…
- “Claim your spot before it’s gone” – utilizes the concept of urgency.
- “Buy now and unlock two free bonuses” – is more focused on benefits.
Once you’re done, go back and analyze what you came up with.
Which one do you think would perform better in that email? Why?
Remember – with all CTAs – 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 practice…
Turning boring features into juicy bennies!
Are features important when it comes to selling something? Yes, of course.
But it’s NEVER the plain, matter-of-fact features that make the sale. It’s 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 here’s what you’ll do…
Open Amazon or something similar, and just pick one of the top 5 products that pops up. Doesn’t really matter what it is – coffee maker, raincoat, whatever.
Now list out 10 features that product…
So a coffee maker might have features that look like: it’s quiet, has a built-in grinder, is programmable, etc.
Now you’re going to take those features and make them into a BENEFIT by asking yourself: “What’s in it for the customer?”
- Example:
- Feature: “Has a built-in grinder”
- Benefit: “Grind fresh coffee beans for the perfect brew every time”
Then you’re going to go one step further… and turn those benefits into JUICY BENNIES.
Ask yourself – why would the customer would care about that benefit? One of my favorite tricks to help me dig deep is to finish the sentence “so you can…”
For example:
- Benefit: “Grind fresh coffee beans for the perfect brew every time”
- Juicy Bennie: “Grind fresh coffee beans for the perfect brew every time SO YOU CAN start every day with a perfect cup of coffee – without leaving your house, changing your PJs, or paying $8.00 for an overpriced latte.”
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 questions…
I’ll link to that in the description box below if you’re interested!
Alright on to the next copywriting exercise…
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 writing…
You’re going to choose a product to write for – don’t overthink this part.
And then I want you to IMAGINE a customer at 3 different stages of the buying process…
You are going to write for each stage of awareness. The copy will be DIFFERENT because the goal at each stage is different…
First – 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 customer’s FIRST touchpoint.
Second – 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 – 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 – 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 – which is essential in all great marketing.
Now just to be clear – there are 5 levels of Customer Awareness – 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, we’re almost done! Two more exercises left…
8. Rework Headlines
I honestly think that re-writing copy is one of THE BEST ways to sharpen your copywriting skills.
It’s easier than just sitting down and “practicing headlines” because you’ve 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 – or “make hotter”.
It’s a fun way to practice and less intense than the exercise on this list haha – so if you’re not already, make sure to give me a follow on Instagram!
Now when it comes to FINDING headlines to rewrite, here’s what I like to do…
I’ll visit different websites that are notorious for their majorly click-worthy headlines—Buzzfeed, Refinery29, and Cosmopolitan are some of my favs—and then I’ll 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 online…
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 doesn’t HAVE to be something from swiped.co…
You could also pick literally any other sales page, email or landing page – but if you’re stuck and need to find something quick – swiped.co is a good resource to use.
Now – whatever you picked – 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 – 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 – 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 THAT’S IT!
9 exercises that will actually improve your copywriting skills.
Remember, it’s 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.
I’m dying to know which exercise you’re going to try first. Comment below and let me know!
Until then, I’m Alex. Ciao for now!
