9 Copywriting Exercises to Improve Your Copywriting Now

https://www.youtube.com/watch?v=9sxINAQ25PY&t=62s

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Hey it's Neville here and today we're gonna talk about copywriting exercises these are nine of my best tips to get
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better at copywriting some of these have to be done on their own and some of these can be done while you're driving
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so let's get started copywriting exercise number one is mental ad rewriting this means that
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whenever you see an ad you think to yourself how can I make this ad better so let's say you're driving down the
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street and you see a McDonald's billboard and it says think big and there's a picture of a Big Mac well in
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your head you should think how would I make this billboard better maybe I would say think big get a Big Mac at
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McDonald's in two miles that is a mental ad rewrite I would do this all the time in that SkyMall magazine remember
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SkyMall on the planes you would see something and it would describe it like a dog water bowl that's automatic and I
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would say how could I make this better and I would just mentally think like you know what could I add that would make
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someone want to buy this you can do this with Google AdWords Facebook ads Instagram ads just thinking mentally how
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you would make something better anytime you see a magazine advertisement what could they add in there or subtract that
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wouldn't make you buy that product or be more interested in that product that is mental ad rewriting and you could do it
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anywhere anytime and you don't have to have any equipment copywriting exercise number two keep your own swipe file a
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swipe file is a folder you keep cool advertisements or cool pieces of copy in a swipe file can be digital it could be
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physical it doesn't really matter I have a swipe file on my desktop computer so anytime I see an ad that makes me go
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like whoa or something I think is really cool or a page that I really really like and want to emulate later I take a
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screenshot of it and drag it into my swipe file folder I also keep a swipe file folder on my phone and nowadays
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this is pretty important because most people are browsing the web with their phone therefore a lot of ads are on the
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phone so I just hit the screenshot button and save it to a folder called swipe file
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now what is supposed to go in a swipe file well I always save things that make me
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click on them I say things that make me sign up to him very well I save things that make me
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laugh and I also save things that make me go whoa like you know I just learned something
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new from this advertisement that was pretty cool screenshot put in a swipe file now the
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purpose of this swipe file is that later when you're trying to think of something and you're running out of ideas you can
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go back to your swipe file and just start browsing through it and get ideas right away so for example if I'm trying
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to write a sales page and I'm down to the pricing part and I'm kind of you know blanking running out of ideas I
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just go to my swipe file and there's a section called pricing that I can look through and see how other people are
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structuring their pricing pages and then I could take some inspiration or just flat-out copy some of those so make sure
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to keep your own swipe file and if you don't have yours already and you want my own personal swipe file you can go to
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swipe file i/o and I have my entire swipe file there for free for everyone to use
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copywriting exercise number three steak the benefits not the features now there's a lot of talk about benefits vs.
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features but here I'll show you an example of a software company that's using a feature on their page that's
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very confusing it says our software it can handle multiple core structures of data at the same time which means during
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increased load time the server will be stable okay that's kind of a feature that's something an engineer would be
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really proud that he created but what do we do if it's a benefit let's turn that into a benefit so this exercise is
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turning that feature that's very complex into an easy understand benefit so the benefit would be even if your site gets
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featured on the front page of CNN and brings in 300,000 visits per hour your site won't go down see that is a benefit
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that people can understand in real life so here's a combination of exercises this is the mental ad rewriting and the
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state the benefits not the feature exercise this one I saw for Southwest Airlines I was in the airport and I saw
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this big poster and it said get fifty thousand points for signing up to our members program so that's all it just
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had a logo in that statement but in my head I was like wait is 50 thousand points a lot or is that a little like
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can I fly around the world or can I just take one trip like how much is 50,000 points so the way I would
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turn that feature into a benefit is by tacking on the sentence so the whole thing would sound like this get 50,000
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points for signing up to our members program that's enough for two free round-trip tickets to anywhere in the
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United States see now we told the customer what they're gonna get if they get those 50,000 points so it makes a
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little more sense in their head copywriting exercise number four trim trim trim now the whole goal of
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copywriting is to take information from one brain and transmit it to a bunch of other brains the point of copy ironing
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is not to hit a certain length on an article the point of cooperating is not to be all fancy it's to get information
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from one brain to another and therefore if we can make that information shorter and more concise even better one of my
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favorite quotes from Joe Sugarman is long copy is okay long winded copy is not okay
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so let's take some long winded copy and make it into a very trim and concise thing so here's a long winded version
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for an aviation company we have higher expectations for ourselves and we'd like to introduce you to our offering which
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contains a variety of tools and services for the aviation industry our primary purpose is using computer solutions to
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make aviation more comfortable and safe for the command and blah blah blah blah blah boring very very long-winded let's
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trim it down one level this means we just go through that text we just wrote and trim out some parts that aren't
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super necessary so the trim down version would be our primary purpose is to use computer solutions to make flying safer
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and more comfortable for every passenger of an airplane okay cool now let's take that one and trim it down one more time
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and it would sound like we make software that automatically flies planes now that trim down version could actually fit in
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a tweet it's so short it can instantly be understood by the other person without all that other filler so anytime
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you see a long-winded piece of copy think how you would distill it down and then distill it down even more and then
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at that little nugget you have the real basic gist of all that copy copywriting exercise number five hand
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copying famous ads so if you want to learn to write like someone let's say you want to learn to write like Warren
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Buffett guess what there's a really easy way to do it you take Warren Buffett's writings maybe
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his members to a shareholders and you physically start copying it down on a piece of paper it's best to handwrite
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this so you get the visceral feel of it but you could also type it if you want so basically you just copy exactly
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everything he says and what you're gonna notice is how he uses punctuation you know how he spaces his words how uses
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periods when he enters a paragraph to add a little bit of space when he uses bullet points how he talks you're gonna
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learn all these things and start picking up the Buffett way of writing by just copying what he wrote in the beginning
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of my copywriting career this was something I did very very frequently I would take famous ads in fact I even
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blew them up and put them on my wall and I would handwrite them to see how they wrote one of the things I noticed was
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that the sentences were very short I tended to use long sentences at first and I noticed a lot of these
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advertisements use relatively short sentences that were very easy to understand and very punchy and this
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quickly taught me to write like that so it highly encourage you to copy down famous advertisements at least try it
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one or two times to get the feel for it copywriting exercise number six push the boundaries a bit so a lot of people play
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it way too safe when it comes to writing an article and what does safe mean safe is generally boring and if you're trying
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to compete in a world full of attention filled grabbing things you've got to sex it up a bit so let's type in version one
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this is a boring tone of an article in marketing you need to convey your point across to the desired target you need to
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ensure your message is darkened and differentiated from the rest of the crowd this can be accomplished by
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analyzing the competition in your industry and being different ok that's a very safe way to word this paragraph and
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this article but let's see if we could sex it up a little bit if your advertisements are the exact same as all
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of your boring as helll competition something is wrong change this up for you BAM that is a
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little bit more casual sounding it's not way off the wall but it is a little bit more interesting and fun and energetic
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to read do you remember in school you probably had a bunch of teachers and there are some teachers that were really
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boring and just kind of taught you the information that you needed to know for that day and they said George Washington
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was the Abraham Lincoln was this and that's all they taught you but there's some teachers that really took it to the
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next level and they're like guess what George Washington did you will not believe this and you're kind of on the
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edge of your seat waiting to hear what George Washington did and the way they tell the same information can make the
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students remember it or just totally forget it and hate it that's why I say push the boundaries a bit you will learn
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very quickly if your market is receptive to it or not copywriting exercise number seven read your copy out loud this is a
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very very transformational exercise the reason most people have trouble writing is because it's a very unnatural thing
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to write think about it you sit down at a desk you are looking at a screen you are typing on a keyboard you are using a
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mouse and you are trying to convey information that otherwise would be spoken
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if you speak to your friend you don't sit down to a keyboard and go dear Sirs to whom it may concern no you say like
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hey what's up Bob so the important thing is to read your copy out loud to see if it actually translates to speaking if
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you read a lot of articles and read them out loud to a crowd it would obviously sound like you're reading an article
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instead read your copy out loud do it at your desk do it into a microphone what I like to do is take my iPhone and talk
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into it and then I just transcribe those words and that automatically kicks me off with writing a really good article
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so if you aren't having trouble with your copy or are not sure if it's a good article read it out loud and if it's
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boring as hell maybe you got to push the boundaries a little bit more so read it out loud
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record it and listen to it and it will really instantly tell you if you've got a good article or not copywriting
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exercise the number 8 where earplugs I love this one I would say an eighth or a tenth of my waking hours is spent with
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earplugs on why because there's something about putting in earplugs and they tune out the rest of the world so
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whenever I sit down to write it's like I don't know how to explain this but it feels like I'm in my own head
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whereas if I'm in an office setting and someone's on the phone in the background and there's kind of like some music
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going on with words in it and I can hear that the drone of cars going on outside and someone says hey what's up all those
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things distract my brain so for a lot of people I've given them earplugs as gifts and they say they use them all the time
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there's obvious uses for like using them on planes and using them for sleeping but I would contend that if you are a
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writer and you wear earplugs you will get better writing done with earplugs on so I'd highly recommend you grab a pair
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and just roll them up put them in your ear and all of a sudden you're in your own world and go to town typing
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copywriting exercise number 9 become a double or triple threat now now what does this mean a single threat is
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someone who has one skill so if you only know how to write copy learn how to use Photoshop learn how to use Google
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drawings basically learn how to make images or maybe learn some basic video editing so you can also create videos if
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you're only a copywriter in this world and can only make text then you are at a severe disadvantage this is because
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nowadays we have phones and desktops and internet where images and videos are as big a part of the internet as Texas so
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if you can make text and images and video you are now a triple threat and you are able to communicate information
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in more mediums in more ways better faster more efficiently than a single threat person so those are some of my
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best copywriting exercise tips I have for you it's nine very simple things a lot of them you could do mentally and
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your head they require no time at all no equipment very simple to do and some of them like buying earplugs is a matter of
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five dollars so these are some really great copywriting exercises I hope you use them on a daily basis for
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years I would use all of these all the time and it really really made a big difference in my career so I hope they
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take these and do something with them and learn from them and I hope you enjoyed this video and if
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you did like subscribe watch the other videos read the other articles and I will talk to you later

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