March 2002

Copywriting Technique
Ethical Copycat Technique
by Tom Antion

My copywriting skills are getting better all the time because I work at it, but one of the easiest long sales letters I ever wrote came from ethically copying another sales letter. This letter that has been very successful for me came before I had much experience at all in copywriting so I know this technique will work for you.

WHAT IS ETHICAL COPYCAT COPYWRITING?
This is using another successful sales letter as a template to build your sales letter. You don't copy the actual words. You copy the intended use of the words. Let me explain.

In most professionally written sales letters each paragraph has an intended use. It might be to build rapport, or move someone to action or to build the reader's desire for the product or service. When you locate a sales letter that has been running a long time (which pretty much tells you it works) or one that particularly moves you to want to buy, use it as a template.

When I find such a letter, I print out a copy. Then I go paragraph to paragraph trying to figure out why the writer put that paragraph in the letter. I simply jot down my thoughts in the margin next to each paragraph.

Then I go back an start writing my first paragraph using my information and my words while trying to accomplish the same purpose as the first paragraph in the sales letter I am using as a template.

Here's an idea of what I mean:

Below are two short sentences from the first paragraph of the letter I'm using as a template:

I'm writing this letter to you after coming back from the race track. I just love fast cars.

(I felt that the author of the letter was trying to build rapport by giving a little slice of his personal life)

Below is my first paragraph:

I'm writing this after getting back from a long bike ride. I have a really cool high-tech bike that I just love. Plus it gives me some exercise after I've been sitting too long in front of this computer.

You can see the entire sales letter that I wrote at http://www.antion.com/public-speaking.htm If you have a product or service that would fit the format of my letter, you are welcome to use the same technique that I used. Just don't copy it word for word and I hope you realize that I'm saving you thousands of dollars by giving you this letter to use as your template so now's a good time to upgrade to a yearly subscription to this private membership site hahahaha Just email me at tom@antion.com if you want to upgrade.

Copywriting is always hard work and you will still have to add elements that are particular to your product or service and to transition smoothly, but being an ethical copycat will get your on your way to great sales quickly.