How to study copywriting as a beginner

(so you're learning the why's behind what drives people to take action)

Now when I study copy

I focus on the principles behind the words...

I pay less attention to the big picture

And more of the building blocks that make it special.


What audience are they targeting?

This is the first question that goes through my head...

#1 rule of copy

Know your audience.


It impacts the verbiage used.

It influences how they attack fears.

It changes how to convey the goals/outcomes

The audience is everything....


Why'd they use this hook?

How does it get their attention...

Is it a question?

Is it a statement?

Does it call out their goals/fears/desires.


The hook has to speak to the right audience...

Pay attention to who they're targeting

And what they use to get them to read.

What key component did they write first?

The general rule is

The most important piece of information should go first...

Maybe this is a feature/benefit

Maybe this is credibility

Maybe this is a story to break beliefs....


No matter what goes first

There has to be a specific reason.

This is usually tied to what level of awareness the prospect has.

Again, goes back to knowing the audience.


What objections are they overcoming?

I've started to geek out on seeing writers set up an objection overcome.

They write a short story to break beliefs...

They provide stats to back up why it's effective...

All so there are fewer no's.


What's the end goal?

Not every end goal is the same....

Signing up for a newsletter is different than getting someone to purchase, which is different than getting someone to follow you.

Find the CTA.

Find where it solves their desires.

Find the common themes...



After studying about 10ish sales letters

I'm aiming to dig deeper...

Find out the reasons why they're pieced together the way they are.

What makes them effective?

Where are the patterns?


As these patterns show

my studying & analyzing has changed.

I don't read them the same as I did 2 weeks ago

Now, everything doesn't look like a big walll...

It looks like a bunch of tiny legos that were assembled.