3 Tricks To Becoming a Better Copywriter Without Writing

So earlier this week a question stopped my in my tracks.

 “How do you become a better copywriter?” 

I nearly blurted out, “I’ll let you know when I become one.” But I’m glad I held my tongue because this man wasn’t looking for my “know-it-all” smart aleck answer. (Even if those are sometimes my go-to answers for questions like this.)

He was looking for the truth. So I paused a moment, and took a deep breath, and told him…”I’m not one-hundred percent sure. I’m trying to get better every day. What works for me, might not work for you. But I’ll tell you what I think works best for me. Reading more, speaking more, and listening more.”

Read More. Speak More. And Listen More.

The more I thought about it, the more that answer made sense to me. 

And I knew I should tell you about what I meant by that.

Read more good books (and sometimes bad books.)

I say it a lot. But it bears repeating. I am a book addict. My nightstand currently has more books on it than most people read in a year. And I have more strewn around my room, my office, my car, the bathroom.

I like to read. And I learn so much when I do. And I think reading will help you become a better writer.

Now I get to seem a little basic to you today. Because these days my favorite books are the Jack Reacher novels by Lee Child. And it seems like every other writer I read about loves these books. And is ready to sing their praises.

And they are that good.

Lee Child shows you everything you need to know about storytelling. A huge skill in writing copy.

Because it teaches you about how to capture attention from the first sentence of the book. It shows you how to pace the story so the reader is drawn in and pretty soon won’t be let go. And the books show you how to think about dialogue. How to enter into the conversations going on inside people's heads. Skills most copywriters crave.

(It also gives you an example of what exemplary writing is. Which is jealousy and rage-inducing at times. But always a great yarn to read.)

But to get better at writing it's not always the good stories like Child’s you need to read. 

Sometimes you need to read stuff outside of your reading comfort zone. Like for me, that could be a harlequin romance or bodice ripper. A Cosmopolitan or Better Home and Gardens magazine. Or an AARP newsletter.

Or a book on a topic I think I’m going to find boring.

Because this is where good ideas come from. Because I am not exactly entertained by the material I am reading, I can be more objective and learn things I would never have thought about before. 

Because that’s how good ideas come out. 

But beyond being able to find good ideas and learn. To be a better copywriter you need better communication. 

Which is why I do Toastmasters to…

Learn to speak in public

Learning to speak in public is a harrowing experience for many people. You know the old saying, “More people are afraid of public speaking than they are of death.” It’s true.

I participate in a local Toastmasters club. A support group for people who want to get better at speaking in public. And I can tell you, that when most people start. They are a bundle of nerves and can’t piece together two ideas if they were written on notecards in front of them.

But give them some practice and time “on stage?” Lookout. Those people become unstoppable.

Because speaking in public provides three things a copywriter needs.

One, it provides confidence. Being able to talk in public is seen as a great skill by people. And conquering a fear is a huge ego boost. And to be a good copywriter you need a little ego to think you are the best.

Two, speaking in public teaches you how to structure and organize your arguments for maximum effect. The same is true in copywriting. You want to get your points in order for people to understand and follow you. If your argument is disjointed and rambling, you will lose an audience, and I know you will lose sales.

And, finally, three, speaking in public shows you that you don’t have to be perfect to be great. It’s okay to stumble and keep getting better. There is no such thing as a perfect speech. And there is no such thing as a perfect sales letter. Even the best copywriters are constantly trying to improve the highest converting ads. 

And not being perfect shouldn’t stop you from trying.

And my last piece of advice to being a better copywriter. Is to…

Talk to more people and listen to what they have to say.

Disclaimer: Many copywriters are introverts and this piece of advice can be terrifying. Don’t be afraid. Because it’s really about listening not talking.

I am that guy. I talk to everyone. My family and friends roll their eyes every time I get going talking to the waiter, the cashier, the person sitting next to me on the airplane. Security guards, random passersby, etc.  

People fascinate me. And if you want to be a good copywriter. They should fascinate you too.

But what I really like to do, and what I think makes this a great skill is.

 I ask questions.

And then here’s the secret… I listen to the answers. And then I ask questions about their answers. With patience. 

My job as a copywriter is to know what makes people tick and how to connect with individuals so they know like and trust me enough to pull their credit card out.

So, learning how to talk to people and actually listening to them? Solid gold. I have learned more from other people than I could ever learn in books. And all it takes is genuine caring about what other people have to say. 

That’s it. Three Things You Can Start Doing Today

I can’t promise you riches. I can’t promise you an expert level education in copywriting overnight by following this prescription. 

But if you’re willing to read more, speak more, and listen more. I know you will improve by leaps and bounds.

How do I know? Well it worked for me.