I think most people have heard of copywriting, but maybe not in detail what it actually is. Basically, copywriting is the art and practice of creating compelling written content for marketing and sales. In other words, copywriting is the language of online marketing and advertising.
The question is: What is the best way to learn copywriting?
The Traditional Way
Many traditional businesses, such as large magazines and newspapers, still heavily rely on human copywriters to produce their content. They might also outsource some of the work to freelance copywriters who are paid per piece. In any case, traditional businesses have long regarded writing as an essential cog in content marketing and advertising.
The problem is that even if you are a talented writer, it can still be a daunting task to break into this field. You might have to invest a lot of your time in classes or seminars to even find out how to structure a simple text. Then, when you do finally learn the ropes, you’ll have to break out of the box and start creating content that is both original and compelling. This is a road that many businesses and universities still prefer to avoid, since that is the road to assured mediocrity.
Self-Learning Through Project-Based Learning
The newer and probably the best way to learn copywriting is through project-based learning. With this method, you are not only learning from a step-by-step basis, but you are also applying what you are learning to real-world problems.
For example, take Amanda Palmer, the creator of the wildly popular blog The Art of Amanda Palmer. She decided to learn how to write creatively and how to come up with ideas for blog posts by doing a project based on a real-life problem she was facing. This is how she explains it on her blog:
- I’m a freelance copywriter, and I’m looking for new projects. However, I’m finding it difficult to come up with ideas for my own blog posts! I’ve tried brainstorming with friends, but the ideas keep eluding us. I feel like if I don’t keep brainstorming, I’ll go crazy!
- So I decided to create a project where I would try to come up with blog post ideas based on a real-life problem I’m facing. In this case, my problem is that I’m struggling to come up with content for my blog. The solution I’ve found is interesting, and it might be helpful to you, too!
- It begins with a word problem. I’m finding it difficult to come up with compelling blog post ideas because I don’t have the mental space for it. When I started creating this blog, the very first thing I did was to set aside some time every day to brainstorm. And since then, it’s been helpful every day.
- One of the best things about this approach is that you are not only learning from a step by step basis, but you are also putting into practice what you are learning. So, as you work on real-life problems, you are also gradually building your writing skills.
In this way, you are not only securing the knowledge you need, but you are also getting the confidence and the practice to back it up. This is why project-based learning is considered by many to be the best way to learn copywriting.
Mastering the Art of Storytelling
Although you are focusing on content marketing and advertising, it would be a mistake to limit yourself to only those areas. You should also be developing your storytelling skills since that will come in handy when you are pitching and promoting ideas to potential clients.
To learn how to tell a compelling story, you don’t necessarily need a formal class or any expensive seminars. You can simply dive right into a project-based learning environment and begin practicing. For example, if you are studying at the graduate level, you might take an interest in a particular field and begin to explore the complexities of economics or sociology. But even at the undergraduate level, you can find your own niche and begin exploring the world around you.
The important thing is that you are finding a way to satisfy your curiosity and begin to understand the big picture. When you do finally graduate, you will have a much better idea of how to structure a compelling story and how to put together a winning pitch. Furthermore, your experience will have equipped you with the necessary tools to succeed in the competitive world of marketing and advertising.