Fundamentals of Effective Copywriting: The One Thing Every Copywriter Must Know

Over the years, I have received dozens of letters from entry-level copywriters looking for the basics to get started. 

While there are dozens of books and courses that offer this kind of information, few actually help you take that information and turn it into actionable practices.

Which is why I get letters like, “I’ve bought all the books and PDFs, and my copy doesn’t work.” The best comparison I can give is like learning how to hit a baseball. You know you have to keep your eye on the ball and swing at the perfect moment, but you are always striking out.

 

Fact is, more theory won’t help. But practice alone won’t help. 

Practicing the right things will.

You see, the big mistake, as I see it, is practicing writing ads that don’t matter. That’s like rallying in tennis but not making a game of it. Bowling with friends where you don’t count the score.

 

In other words, it’s like getting a grade for a copywriting project, but when they send your professor (or boss) out to the masses, it fails.

This is why turning theory into practice is the greatest fundamental you can learn. That is where a lot of copywriters yearning to learn this craft go wrong.

Let me explain…

Every guru on the planet will tell you how to craft a headline and write compelling body copy and that it all begins by understanding your audience. But the real talent lies in putting it all together. 

 

Because all that theory doesn’t mean anything if you can’t pull it off.

 

That’s why I work with my clients to not just know the basics but understand the concepts internally then execute them.

As I have said for years, knowing them is one thing, understanding and executing them is different.

My ultimate goal as a coach is to have you understand them on a deeper level so that when you get up to the plate, you smash a home run rather than strike out. 

 

Here’s how I help coaching students gain this knowledge.

By taking them behind the scenes.

While most guys teach the how. I teach the why. The “reason why” to be specific.

It’s that approach that gets the most head nods and “aha” moments. That moment when you get it and can apply it to your copy.

 

That internal understanding then allows you to brainstorm headline ideas, leveraging curiosity and urgency, and capturing your audience's attention in a crowded digital landscape—in practically one glance.

I sometimes refer to it as giving my students “Black Belt Vision,” the ability to see the available means of persuasion in any given situation and then win the reader's mind by argument and emotion.

The best example I can give you comes from my many years of competition and winning in Brazilian jiu-jitsu. When I look at an opponent, I can see if they are right-handed, left-handed, a wrestler, judo player, or jiu-jitsu player. Because I can see this, I can then adjust my takedown to what the opponent is offering me.

 

The same can be said for writing copy. Getting them to read your copy and nod their head along with you as they continue to read down the page.

As you'll notice, I didn't say "buy" I said read down the page. This is important because the ultimate goal is to get on even terms with your reader so they believe and trust in you.

If you have read this far in this letter today, I have used the same techniques I teach to get you nodding along with me. Because if you didn't get this far, then my message wouldn't have resonated with you. You would have quickly deleted it and move on with the rest of your day

In other words, I have put all of the theory together in this email letter.

But that's only Attention, Interest, and Desire part of my message today.

This brings me to you and the action part of today's message.

So let me ask you two questions?

1. Have you come to point in your career that you could use the kind of higher-level training I'm talking talking about?
    
2. Would you like to learn embody persuasive theory so that executing it becomes automatic?

Then I invite you to explore my one-on-one coaching program.

There's no cost for checking it out. The link below will take you directly to my website.

Here's What a Few of My Coaching Clients Say about My Help and Guidance

Financial copywriter Sean Slattery wrote me to say,  

"As an in-house copywriter for one of the larger financial publishers, joining Doug's coaching program was an absolute no-brainer decision for me, and here's why:

 

"It's one thing to study a winning piece of copy. It's entirely another to get your hands on a powerful collection of winning controls -- all written by the same Master Copywriter -- who takes you line-by-line into his promotions and shows you the EXACT subheads, transitions, selling ideas, and closing arguments that have worked over and over -- time and time again.

 

I have a special term for this rare kind of copywriting knowledge: "Pure Gold". I mean, where else can you shorten your copywriting learning curve by years (maybe even decades), by tapping into Doug D'Anna's 30-plus years of control-writing experience? To my knowledge, nowhere else. My highest recommendation."

 

Vitaly Grinblat, a copywriter for Money Map Press was equally impressed,

"I've been at this for a long time. And I have to say that Doug's coaching dwarfs just about every other training I've seen. Doug's techniques have become my go-to resource for writing hard-hitting copy. And I write for the best in the industry. Anyone who wants to hone their chops and learn real secrets of creating world-class copy should jump on this opportunity."

 

Veteran financial copywriter Kevin Dawson would agree…

“Doug’s secrets will revolutionize your copy skills. They will make your confidence and income soar while you shatter the 6-figure barrier, and take your place within the small group of the A-list copywriters.”

 

D. McCray is equally happy with my coaching. 

"I have studied over a dozen copywriting courses and Doug D'Anna is the one and only copywriter who has shown me how to make sense out of this subject. He goes over the principles and details in-depth. If you want to learn copywriting the real way, Doug D'Anna is the man!! I haven't met anyone who teaches it as he does. He is truly legendary in this field of copywriting."

 

The are just a few of the testimonials I have receive over the years.

You'll read more about my program by clicking here now

As I wrap up this letter today, you'll notice it's 90% insight and value and 10% sales information.

Not only is it just like my own sales page that you are about to read but also how I sold over $100 million worth of subscription to the world's largest financial publications.

The reason it's such a soft sell is that I am talking directly to my ideal client.

The one that knows inside they need help on turning theory into practice. 

One that knows the best way to rise is to work with someone who has been there. 

Who can take them by the hand and bring them up to speed, while avoiding the years or trial and error.

If that is you, then I invite you to click the link, read the program, and see if my one-on-one coaching is right for you.

Click here now to learn how I can help you turn copywriting theory into practice.

In closing I want to thank you reading my long letter and hope that you have benefited from today's letter and can turn this theory into action.

All good wishes,

Doug