Copywriting Exercise

Copywriting is the art of succinctly and convincingly pitching your company to a potential customer.

The best exercise to improve this is to learn from good copy and replicate it for a new company. Stretch your mind and learn by doing.

So let’s look at a marketing email from Goulet Pens advertising their Pen cleaning set.

Here’s what the formula for this ad looks like.

1. The product is on display immediately. No lead-in.
2. The title promises something to the reader.
3. Engages the reader with something interactive.
4. The body answers the question for you and explains why it benefits your writing experience.
5. Then it offers the solution to the felt need.

I applied the same formula to LifeStraw.

Pure, Clean Water. Anytime.

How do you get clean water in the woods?
Collect it, then
Filter it, then
Boil it, then
Store it, then
Drink it.

Or you could drink it straight from the source.

Adventure comes quickly. The LifeStraw is the perfect tool
to stay hydrated and keep up with the journey.

Repeat

This is the header for Trello on their homepage.

Here’s its formula:

1. Immediately tells the reader what it will do.
2. Lists a practical benefit.
3. Expands on how it helps the reader do more.
4. Gives a value proposition, then gives a way to sign up.

Using this formula, I created a pitch for Grammarly.

Conclusion

Looking at a piece of copywriting is one thing. Understanding why it works is another. But applying that knowledge yourself is a whole new feeling of accomplishment. If you’re looking to improve your skills in this area, this exercise will help you improve.