How Do I Dissect A Copy?
As a beginner in Copywriting, one of the best ways to get insanely good at Copywriting is to dissect well converting copy- copy that works.
Just as a wannabe writer reads the books of other writers,
An aspiring actress watch movies by other actors and actresses..
So also, an aspiring Copywriter should study the copy of Expert Copywriters.
How do you do that?
Through Copy Dissection.
The question is:
# What Is Copy Dissection?
Copy Dissection is studying and analyzing each part or element of the copy and their significance to the target of the copy.
It is breaking down the copy and understanding what makes it work, identifying the techniques used and why.
It means getting into the writer’s state of mind at the time he was assembling the copy.
It is understanding the writer’s choice of words, why he used this word instead of other alternatives..
Observing the flow and transition of the copy from the Headline to the Lead to the Body, Offer, Guarantee, Close, CTA, Testimonials etc.
Basically, Copy Dissection is a thorough examination of a copy.
Since the main aim of Copy Dissection is to get an insight into the writer's mind as he/she was assembling the copy, here's a few steps that I believe might help you successfully achieve that-
# 1. Read the copy:
The first step to take when dissecting a copy is to read it. Read it as many times as you can, over and over again.
Don't read as you would a book of fiction, study it.
Read between the lines and understand the subtexts.
# 2. HandCopy:
HandCopying is writing every piece of the copy word for word in pen and paper.
Why should you handcopy?
For neurological imprinting.
Let me explain.
Handcopying is like putting on the writer's hat for a while.
It gives you the feel of writing excellent copy.
And very soon, you'll begin to write excellent copy yourself.
You can handcopy a single copy more than once.
If it's a sales letter, you don't have to handcopy it all at once. You can break it into chunks so you don't get cramps in your fingers.
# 3. Read the copy out loud.
Read it out loud and observe how the copy flows seamlessly.
# 4. Begin to notice the elements used.
As you go over the copy, begin to identify the elements and techniques that the writer used and why
I was dissecting a copy sometime ago and the writer used Reverse Psychology telling the reader to do something but wanting the reader to do the opposite of what he told him to do.
And it definitely worked, because when I came across that line,I wanted to do the opposite of what it told me to do.
As you dissect copy, you'll get insights into the techniques that the writer used and be able to apply them when you're practicing writing your own copy.
# 5. Repeat.
Find excellent copies and do these steps over and over and over again.
In a few weeks time, come back and ask for my *aza* for divulging this little secret to you 😌.
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