30 Days to Learn Copywriting

Here is what a month of learning practice taught me

Good vs. Bad Copy

Before writing great copy, you must understand what makes it good or bad.

Harry Dry’s examples

These rules provide a clear framework for writing effective copy, illustrated with examples and visuals. Here are two key principles that stood out to me:

talk about value, not your product - Learn to recognize the value you can give someone.
write with your eraser - Learn to communicate your idea efficiently.

Studying great Advertisements

Honesty: The audience can tell if you are being truthful. Some of the best ads play into this by being self-deprecating and showing their faults up front.

Knowing the Audience: Good copy resonates when you know your target audience.

Evoking Emotion: Effective ads create emotional responses that leave a lasting impression and make you pause to think.

Tension: This grabs people’s attention by pulling from both the negative and positive sides. For example, cute and dark elements can be used, or they can be hopeful and tragic.

Being Memorable: Even polarizing ads gain success through recognition and impact, regardless of likeability.

Tips I Found Useful

Once you can distinguish good from bad copy, the next step is learning to write it yourself. These tips and guidelines helped me along the way:

Dave Gerhardt’s Laws of Copywriting

"You must learn how people make decisions." Understand when to appeal to the rational versus the emotional side of the brain. Identify the specific need your product fulfills.
"You must uncover the selfish benefit." People care about what your product can do for them, not the product itself. Highlight the value you offer.
"You must learn how to tell a great story." Start with a story to capture attention and engage readers.

(check all 10 laws + my breakdown here)

Learn how people think

Understanding psychology improves copywriting. One key insight: use social proof. Share why others love your product. Incorporating real customer words highlights its value.

What Do People Read?

When writing copy for emails, focus on what grabs attention. The headline or subject line must stand out. The second most-read part of an email is the P.S. statement, so include one.

Improve Through Revisions

Copywriting is a skill you can refine over time. A tactic I found helpful was rewriting old copy. Example:

Original hook - “Here are three things you should keep in mind when creating a social media campaign.”

Improved hook - “Launching a social media campaign? Don’t just wing it—strategize!”

(Check out all of the changes here.)

Putting In the Practice

Creating an Advertisement

I designed a one-page ad for a local business, styled as a flyer.

Here’s how I structured it:

Headline: Short, intriguing, and aligned with the brand.
Sub-Headline: Briefly expand on the headline while focusing on the value.
Storytelling: Shared the owner’s story to foster community connection.
Practical Value: Listed specialty drinks to appeal to potential customers.
CTA: A clear “Visit Us” section, everything builds up to this final point.

What I’d Improve:

Enhance the storytelling aspect.
Dedicate more time to visuals.

Email Copy

Welcome email for my newsletter.

Format:

Style: Casual and friendly.
Photo: Added a personal touch and introduced myself.
Reciprocity: Used a psychological trigger to encourage connection on LinkedIn.
CTA: Included multiple CTAs, with one in the P.S. statement.