Copywriting How- To Questions and Answers

by Phyllis Schwartz

We have a new question without a name to match (those darn
namenappers again!): “All copywriting Gurus say that I must read
and use some words from others to start writing. How could I use
some words of others without being accused of stealing from the
work of others. I ask this because my first language is Spanish and
I prefer to understand well this topic.” Una pregunta muy importante!
Muchas gracias -- que es su nombre?

A vital question in any language! As mentioned in our very first column,
many copywriting experts will tell you that the best way to learn how to
write good copy is by literally and painstakingly copying down classic
ads on a daily basis. Though not a technique I have personally used,
many people find the repetition helpful as a way to absorb the
mechanics of good copywriting.

It is common practice, especially on the Internet, to model copy after
existing letters and ads that have proven to be successful. The trick is
not to lift copy verbatim. That, of course, is plagiarizing and never
acceptable. But, nobody seems to object when you use something as
a model and adapt it for your own use by putting the material into your
own words. All professional copywriters have what is commonly referred
to as a “swipe file,” which is a collection of ads/sales letters/articles
that serves as both ready information and necessary inspiration.

All of us who aspire to write better copy, whether English is our first
language or not, need to read as much as possible on the subject. You
will find many wonderfully helpful articles in various newsletters and, if
you poke around some copywriting websites or check in on some popular
forums, you might be surprised at what you’ll find on the subject.

Building a library of personal resources is something I’d highly recommend.
Two of my personal favorites – and I’ve mentioned both before – are :
1) “Make Your Words Sell” by Ken Evoy and Joe Robson
http://www.sitesell.com/phylscopy.html
and
2) the highly popular Yanik Silver product “Instant Sales Letters
http://www.instantsalesletters.com/?17251

One software tool that you might find extremely helpful and also great fun
to use is “Headline Creator Pro.” With a simple push button format, HCP
allows you to create a powerful sales headline for your product or service
using winning headline formulas as a jumping off point. It comes with a
few very useful bonus items, too. You can check it out at:
http://www.headlines-creator-pro.com/

There are many excellent resources available and I will be happy
to provide more suggestions if you contact me directly. I don’t want
to turn this column into one long classified ad. So, If there is something
specific you have an interest in, feel free to ask for an opinion. If I
am not familiar with it, I’ll do what I can to find out about it for you.

From the perplexing rules of grammar to the spelling inconsistencies,
no one can argue that English is easy to work with. If you’ve noticed,
there are many Internet experts for whom English is a second language.
Clearly they didn’t let the language act as a barrier to their success.
Perhaps it would be interesting to do some interviews on the subject
and bring them right to ProfitSpace. Let me know what you think, okay?

Thanks again for another outstanding copy question. Keep those questions
coming in – remember this is your column.

Phyllis Schwartz, your copy guide
phylsmac@aol.com

About The Author: Phyllis Schwartz is a longtime copywriter. She clicks from her home office in Ventnor City, New Jersey, a stone’s throw away from Atlantic City. She is offering copywriting services at BetterCopywriting.com

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