INTRO

How To Learn The Skill Of Copywriting In 14 Days New to the game? Not sure how to begin learning a skill as vast as copywriting? Want to learn as quickly as possible so you can start earning big $$$ as a copywriting freelancer? This guide will show you EXACTLY what you need to do each day to develop your skills as a copywriter and get PAID. It's broken down day-by-day to make it easy for you. Just follow along.

14-day Schedule:

Day 1

Day 1 - What is Copywriting? Today you will start by learning what copywriting is all about and what it takes to be successful in the field.

Watch this video:

And then answer the following questions:

What is copywriting?

Why is it so valuable?

What will I need to learn to be a good copywriter?

What mistakes should I try to avoid?

Day 2

Day 2 - Steal from the best You have two options: 1. You can try to figure out all the cool copywriting tricks by yourself... 2. Or you can "steal" from the best and reach the top in record time. But WHERE do you go to find copy to steal? Your trusty “swipe file" All serious copywriters build up their own collection of winning Sales Pages, Emails, Ads, etc that they can draw upon for inspiration and education.

This is called a swipe file. Here is how you start your own swipe file:

1. Every time you come across a piece of copy that works, take a screenshot or save a copy of the page and put it in your Google Drive Folder.

2. Then during future assignments or anytime you need inspiration, browse through your swipe file and see what you can "steal" to improve what you're working on.

3. Subscribe to Ben Settle's and Kyle Milligan's and as many other great writers' newsletters TODAY. You will need these emails in a few days. (Enter your email address at https://www.bensettle.com/ and then scroll to the bottom of https://kylethewriter.com/ and do the same)

A good swipe file can take years to build on your own. Save yourself some time and steal some of my swipe file collection (another name for a big file full of example copy) https://drive.google.com/drive/folders/11bGJkOSOX6Z7jhkQja1hIGHK9iXeGrXS?usp=sharing

Today's Assignment:

Create your Google Drive Folders and add in at least one piece of your own. - Look over the swipe file contents I shared above, - Read through one of the pieces of copy inside and try to identify 3 things that make the copy effective.

Day 3

Day 3 - The Secret To Becoming a World Class Copywriter There is a strange, little-know practice that separates the average from the top copywriters. It's called "Deep Work." Watch the video to learn how to start using deep work Your assignment for today: - Plan out how you’re going to implement your own “Deep Work” sessions. Ask yourself “What will make this work? What could stop this from working? How can I prevent those things and make Deep Work easier?”.

Day 4

Day 4 - Time to start writing You've learned what It means to be a copywriter, you've started your swipe file, and you've learned how to use the superpower of Deep Work. Time to get started.

Today's Assignment:

Turn your phone off, get rid of all distractions and set a timer for 30-45 mins. - Read the 21 Bullet Secrets guide attached below and learn about copywriting "fascinations" - Write 10 fascinations for a brand of your choice:

Day 5 - Perfect Practice

Time to strengthen your copy and deep work muscles - Add 15 mins to your Deep Work session from yesterday - Pick a Sales page from your swipe file - Write as many fascinations as possible about the product during your Deep Work Sessions

Day 6

Day 6 - Short Form Copy Short form copy is your entry point into a solid deliverable that will get you paid. Some examples of Short Form Copy are Emails, FB ads, and smart social media posts. The purpose of 99% of short form copy is to grab the reader's attention, build their curiosity, and direct them to a dedicated sales page or other important step in the conversion process. You're not really trying to directly “sell” with short form copy. You don't buy a Rolex on the sidewalk, but you might see a window display and convince yourself to walk inside a store and get sold inside. Think of the inbox or the social media feed as the sidewalk. It's the point of the email or FB ad is to get them to "step off the street" and into your controlled selling environment (i.e. your sales page) The key components of successful short form copy are Disrupt, Intrigue, and Click (D-I-C) Disrupt This is the pattern interrupt, You want to grab their attention. The brain is looking for something NEW. Dangle an opportunity in front of them or make them aware of a threat. (Those fascinations you've been working on work wonders here) For an email the Disrupt section happens in the Subject line and the first few lines of the email body. For a Facebook Ad, the Disrupt section happens mainly with the image, then the headline and then the first two lines of the ad body copy. Intrigue This is the heart of the short form copy. This where you need to tease either something about the unique problem your product solves or the unique way that it does it. Again remember, you aren't telling all about the product or selling here. You’re hinting and teasing. Little by little you reveal info about what you’re teasing but never quite enough that the reader can 100% guess what you’re talking about. It’s a lot like the game of 20 questions. Line by line during the intrigue section you’re revealing just enough to give them a taste of what you’re talking about. A good recipe to create curiosity in this section is Big benefit + specific detail Your fascinating work over the past few days should come in handy here. Reading your intrigue section should create a low-grade anxiety to come over your reader. You want to raise new questions in their brain that they can ONLY answer if they click the link below. Click If you’ve done the first two sections correctly, the click should happen easily. During the Call to Action (CTA) you want to reiterate the angle you have been using for your tease. Then to drive someone over the edge and have them click your button or link, hit them with a little urgency, scarcity or dial up their pain again. Urgency is created when you let them know why time is running out to act. Scarcity is created when you let them know that there is a limit to the supply and that they could miss out if they wait. Pain is amplified when you remind them of the consequences of not solving the problem you brought up. You can also create pain by reminding them of all the good benefits they are missing out on by not acting. Ok, you now know the important theory behind effective short form copy. Now it’s time to see some concrete examples Today’s Assignment: - Open up your inbox and look over the last few Kyle Milligan and Ben Settle emails you’ve received. (Look in the swipe file if you need other examples) - Copy and paste them into an empty Google Doc - Now Highlight each section Disrupt, Intrigue and Click with a different color - Find specific language patterns they used to make each section work.

Bonus - https://drive.google.com/file/d/1RY3zp9omM_47MZ80yNfLZa1j_QlR9ujN/view?usp=sharing https://vimeo.com/681640036

Day 7 - Write your first Short Form Copy

Yesterday you learned the basics of Short Form Copy Now it’s time to do it for yourself.

Today’s Assignment:

Begin a Deep Work Session (should be at least 60 mins at this point) - Find a new Sales Page from your swipe file - Write 3 emails for the product following DIC.

Day 8 - Get Better at Short Form Copy

Yesterday you wrote your first Short Form Copy Now it’s time to learn by review. One of the FASTEST ways you can get wicked good at short form copy is to review OTHER people’s copy. And that’s what you’re going to do today.

Today’s Assignment:

Begin a Deep Work Session (should be at least 60 mins at this point).

Day 9 - Weird way that sleep improves your copywriting

Sleep does something strange to your copy. Prepare yourself for a somewhat surreal experience. When you return to look at copy you wrote at least a day ago or more, you see that copy in a completely different light. And no it’s not because you all of a sudden know so much more. Sleep lets you “reset” your brain. Time to find out for yourself: - Go back and open up the 3 emails you wrote on Day 7 - Read them again. - Spend the rest of your deep work session improving them based on what you’re noticing for the first time today - If you have left over time, write one more DIC email for the product. (PS if you read your copy out loud it's WAY easier to find ways to improve what you write)

Day 10 - Round 2

Getting good at Short Form Copy is super important if you want to get paid fast as a copywriter. It’s time for round 2

Today’s Assignment:

Begin a Deep Work Session (60 mins min.) - Find a completely new Sales Page from your swipe file - Write 3 emails for the product following DIC.

Day 11 - Take a break (lol)

Today is going to be focused on learning advanced techniques for D-I-C There is a specific set of emotions you can weave into your copy to make it perform better It’s time for you to start using them

Today’s Assignment:

Watch this video:

Take notes on how you can improve your short form copy.

Day 12 - NESB emotions at play

Yesterday you learned how to use NESB emotions in your short form copy. Let’s see how well they improve your writing.

Today’s Assignment:

Begin a Deep Work Session - Find a completely new Sales Page from your swipe file - Write 3 emails for the product following DIC - Weave in as many of the NESB emotions as you can.

Day 13 -Writing Facebook Ads

Facebook ads are a popular form of short form copy you will most likely end up writing as a copywriter. Good thing D-I-C works as good for Facebook Ads as it does for Emails Today you’re going to spend some time finding and breaking down good Facebook Ads.

Today’s Assignment:

Watch this video to learn how to find FB ads

Find 5-6 FB ads from brands you like online - Put them in your swipe file - Analyze how well they use D-I-C - How are they different than emails? - How do they use images and videos in their ads? - Is there a way they could improve what they’re doing?

Day 14 - Write your own FB ads

Yesterday you spent some time analyzing FB ads Now it’s time to write your own.

Today’s Assignment:

Begin a Deep Work Session - Find one of the Sales Pages from your swipe file you’ve looked at before. - Write 3 FB ads for the product following DIC - Make sure your ads follow FB’s compliance guidelines -

https://www.facebook.com/policies/ads/

Bonus

How To Write A Sales Page Training