Did you know that you can learn to write by copying?
They say that “imitation is the sincerest form of flattery.” But imitation is also the most effective form of copywriting.
That’s because most professional copywriters know that you should never start copywriting from scratch. In fact, the best strategy is to copy (no pun intended… ok, it was kinda’ intended).
That’s why, in today’s post, we’ll teach you 3 ways to learn to write by copying your favorite campaigns.
First, though, let’s get clear on what we mean by “copy” and discuss whether or not it’s OK to steal writing.
Ready to get started? Let’s dive in.
There’s a fine line between copying vs. plagiarism for copywriters.
To plagiarize means to steal and pass off (the ideas or words of another) as one’s own without crediting the source.
Copying, on the other hand, is a great strategy that all copywriters can use ethically. But there are certain types of content that this is OK for and certain types of content it’s NOT OK for.
Here are the kinds of things you’re allowed to copy (as a copywriter) without getting into trouble:
1) Blog post structures
It’s OK for copywriters to use this method because they’re not passing off someone else’s words as their own. This is just a common format that already exists and there are dozens of examples you could base yours on.
It’s also a smart strategy for SEO.
By analyzing the structure of the top-ranking posts, you can learn the most effective way to structure your blog posts.
2) Headlines
Headlines are the #1 thing that determines whether or not people will click on your blog posts, ads, emails, and so on.
Your best bet? Use headlines from other successful copywriters and test to see if they work for you, too (or create your own and test them).
3) Email Subject Lines
Email subject lines are a lot like headlines in that they determine whether or not people will open your emails.
By using the same copy as other successful marketers, you can use this strategy to boost conversions without doing any extra work on your own (and it’s OK!).
4) Pre-made email templates
Email templates are great because they allow you to reach prospects and customers quickly.
(Plus, it’s a lot easier than having to come up with your own words every time.)
In other words, this is one of the quickest ways for copywriters to save time while still meeting their prospect or customer’s needs (and that’s ethical).
5) Hooks for social media posts
Copywriters can use hooks from other successful marketers to create their own social media posts.
A “hook” is a unique angle or perspective that you give an existing piece of content (usually in the opening sentence).
This makes it easier for copywriters to come up with original content while still making sure they’re covering all the basics your target market needs to know.
Now that we’ve covered some of the types of content you can copy, let’s talk about the kinds of content that are off-limits for copying.
Here are the kinds of things you’re NOT allowed to copy:
1) Blog post content
While copying blog post structures is allowed, you can’t copy the actual content of someone else’s blog.
After all, this would be plagiarism since your readers will know that it isn’t original to you and they’ll lose trust in you as a blogger (and eventually stop reading altogether).
The bottom line? Never pass off someone else’s words as your own if you want to be a successful copywriter.
Instead, focus on getting clear about what content works for your audience and then create that kind of content yourself (while using other strategies we’ve talked about).
It takes time to get used to writing in this way but it will save you both time and money in the long run.
Plus, Google will penalize you for duplicate content when it finds out you’re not the original source. This can tank your SEO efforts and, frankly, isn’t worth the risk.
2) Body content (for ads, landing pages, or social posts)
If you’re going to copy body content, make sure it’s for email marketing. That seems to be the only kind of “body” content you can re-use ethically.
And when you do, it should be from a pre-made template (rather than a random email you received, though you CAN re-use those subject lines).
This is because a blog post or social media ad, for example, can be found and the person who wrote it will know that you didn’t come up with this content yourself.
That will hurt your reputation in the long run and isn’t worth the limited short-term gains you’ll see.
Now that we’re clear on the kinds of copy you can and can’t copy, let’s look at 3 expert tips on how to ethically learn to write by copying.
The first step to learning how to write by copying is finding brands that have a “voice” you love.
Voice, in copywriting terms, refers to the unique way that people communicate with each other when they feel connected and trust one another. It’s a combination of words (what), voice inflection (how), and visual imagery (why) that helps us understand what someone is really saying.
You might be wondering, “Isn’t ‘voice inflection’ only for physical voices?”
The truth is that great writers are able to convey messages in text as if they were speaking directly to a consumer.
That’s why advertisers have their own “voice” that they use to connect with customers.
So how do you find brands with a voice you love?
The best way is to look for brands you already know and love. Then analyze what about their messaging is working for you specifically.
From there, you can check out your competitor’s “voice” and see how they’re speaking to their audience.
Doing so will give you 2 things:
You can then combine these 2 aspects of your copywriting to make more persuasive and powerful copy in LESS time.
One of the easiest ways to copy someone’s voice is by keeping a swipe file. A swiping file, or “swipe” for short, is basically a collection of your favorite advertisements that you can go back to later when inspiration strikes.
The best part about this strategy? You don’t technically have to read the whole ad.
Instead, just check out their headlines and subtitles.
Why? Because most people will only read those parts of an advertisement anyway (even if they like or trust your brand). So it’s a great way to find ideas that you can use for YOUR copywriting as well.
All you have to do is take a screenshot of the title and subtitle, then scan them for language that you like.
It’s easy to repeat your favorite parts without plagiarizing or taking credit from anyone else. And it doesn’t cost any extra money (or time). Just don’t forget to rephrase those ideas into YOUR brand’s voice!
Need a little help managing your swipe file? Check out this open-sourced network of the best swipe files online.
There’s nothing wrong with copying your copywriting to get more conversions FASTER.
And yes, this is totally a best practice used by professional copywriters around the globe.
But some campaigns are so unique that you simply can’t copy them for your brand. Think about widely known slogans like “Just do it” (Nike) or “Taste the Rainbow” (Skittles).
These are the kinds of copywriting that you CAN’T ethically use in your own writing. That said, you CAN reference them so long as you mention or give a nod to the source.
And that’s all for today! I hope that this post has helped you understand how to learn to write by copying.
I also hope that you learned the kinds of content you can and CANNOT re-use for copywriting.
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