This is a beginner's guide to copywriting—the process of writing sales material that drives revenue, leads, and other campaign KPIs.

1. What is copywriting?
www.carminemastropierro.com

2. What you’re going to learn
1. What copywriting is
2. How it differs from content writing
3. Examples of copywriting
4. What skills copywriters need
5. How much copywriters make
6. How to learn copywriting

3. About me
Copywriting is the act of writing sales copy—
business material that drives leads, revenue, or
another KPI.
What is copywriting?

4. About me
Sales copy focused on selling a product (think
of advertising). Content, on the other hand,
educates the reader with information.
Sales copy isn’t content

5. About me
● This is a sales letter from Agora Financial
advertising a gold investing book.
● It offers a free book to collect potential
customers information to upsell later.
● They build urgency and interest by
explaining how great of an investment
gold is.
● It clearly explains the benefits of the book
and what the reader will learn about
becoming wealthy with gold.
● Testimonials are used as social proof and
for increasing conversions.
● A free survival guide is added as a bonus.

6. About me
● This is a Facebook ad from Spotify.
● It asks the user a question to get them
engaged.
● Urgency is used to make user feel
enticed to click-through.
● Calls to action are used to continue to
increase engagement.

7. About me
● This is a direct mail letter from Lending
Club for a pre-approved loan.
● They entice readers with no application
fees, no hidden fees, and a simple
process.
● Readers must send in their information to
get a free quote, allowing Lending Club
to re-market to them.

8. What skills copywriters need
1. Research: the ability to research a company, its
product, customer base, trends, and markets.
2. Psychology: behavioral, social, and puchasing
psychology.
3. Sales: understanding funnels and sales techniques.
4. Editing: the ability to structurally edit sales copy.
5. Proofreading: the ability to thoroughly proofread
material before it’s published.

9. Copywriter earnings
The average copywriter’s salary is $48,880 in Canada.

10. Copywriter earnings
I charge $100/hour+ as a freelancer.

11. Copywriter earnings
Copywriters like Clayton Makepeace regularly earn
millions of dollars in fees and royalties.

12. How to learn copywriting
1. Read books like Scientific Advertising, The Adweek
Copywriters Handbook, Ogilvy on Advertising, and
The Boron Letters.
2. Take copywriting courses like the free and paid
ones available on my website.
3. Read copywriting blogs like mine, Copyblogger,
and Copyhackers.
4. Attend writing conferences and networking events.
5. Study famous advertisements and break down
their strategies.
6. Write every day! Practice makes perfect.

13. About me
www.carminemastropierro.com
Learn more about copywriting