The most successful copywriters write in a similar way to each other.

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Even though they all vary in their styles, voice, and industry they work in – they all work around the same principles.

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And you can learn these principles.

That's what today's letter is about.

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Learning, and more importantly, applying this information will help you write better, charge more, and get results only the top 1% of copywriters can get.

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So without further ado, let's dive in.

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They Take Their Time Writing

They don't rush their writing.

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Instead, they write down everything that comes to their mind. And, they don't edit while they write.

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You see most copywriters (and writers for that matter) like to edit their work as they write.

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But this only slows you down, breaks your flow, and suppresses your creativity.

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When they write, they try to make everything flow as smoothly as possible. They also add emotion to their writing by including certain words (referred to as "Power words" and "Emotional words").

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They do this because they understand 1 core concept of writing:

People don't remember what you say, but rather how you make them feel.

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They Write In The Reader's Shoes

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If you don't know Gary, he's one of the most successful copywriters ever.

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And he makes his point clear:

People don't want to understand, they want to feel understood.

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This is something deeply rooted in all successful copywriters.

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Your reader must always be on your mind whenever you write.

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If you want your reader to take action, you must appeal to their pains, desires, fears, and dreams.

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To do this, create an avatar.

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Write a detailed description of your ideal customer – the perfect person to buy your product. Be specific. Write down their pains, desires, interests, hobbies, age, gender, etc. The more specific you are, the better.

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Remember, it's the ideal customer for the product or service you're selling (so don't write down anything – tailor all of your descriptions to someone who needs your product or service).

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You could even print out a picture of a random face that represents your avatar.

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Then whenever you're writing, keep that picture in front of you so you know exactly what to write to make your copy resonate with your target audience.

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They Study Their Target Audience

An average copywriter who studies his audience will make more money than the best copywriter who doesn't study his audience.

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(Plus, if "the best" copywriter didn't study his audience, then he wouldn't be the best haha)

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It's a simple rule for writing copy that gets people to hand you their wallets.

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Know your reader better than he knows himself.

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The best way to study your audience is by interacting with them.

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See where they talk, what they talk about, what they buy, the sales letters they're reading – you could even buy the products they're buying.

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Experience what they experience, feel what they feel, and live how they live.

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Understand and mimic their voice, tone, and the words and phrases they use.

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The bottom line is you need to make your audience feel understood. And you can only do that when you understand them.

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They Take A Helluva Long Time To Edit

Every word should have a purpose.

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If it doesn't have a purpose, delete it.

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Like I said before – the best copywriters (and any other writer) split their writing sessions and editing sessions into two.

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They write first, brain-dumping everything onto a page.

Then they ruthlessly edit it, cutting out all the fluff and spicing it up.

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Believe it or not, this also saves time and makes your work 100x better.

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Go over your writing with a fine-toothed comb. Edit out all the fluff, organise the structure of your words (to make your copy flow better), and replace any words or phrases that sound weak with stronger words and phrases.

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Pro Tip: Read your copy aloud and edit anything that doesn't sound right or is hard to say. If it's not something you (or your audience) would say in a real-life conversation, delete it or change it.

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Edit, refine, and polish your copy so that it always leaves a lasting impact on your audience.

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Because if you don't edit your work, it will look like a bunch of mumble and jumble.

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They Study The Nuances Of Copywriting

There is more to copywriting than just writing.

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In fact, writing is only 5% of copywriting.

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There are a few things you must study, learn, and apply if you want to become a great copywriter – the most successful copywriters learn and master as many of these skills as they can.

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Study skills like:

• Design
• Persuasion
• Psychology

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There are more, but these play vital roles in successful copy.

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Design allows you to make your copy visually appealing (this is more important than people realise).

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Psychology and persuasion are all about understanding the nuances of your audience and how you can persuade them, allowing you to 2x, 10x, even 100x your current results.

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(I recommend buying "Influence" by Robert Cialdini to learn more about psychology and persuasion – it's arguably the best material for marketers, copywriters, and salespeople to read).

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And that's it!

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Just to quickly recap on what the most successful copywriters do:

• They take their time writing
• They write in the reader's shoes
• They study their target audience
• They take a helluva long time to edit
• They study the nuances of copywriting

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Hope you enjoyed this letter.

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See you in the next one.

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– Kyle