I’ve been asked a couple of times how to get started in copywriting and NLP.
If you Google “getting started copywriting” you’ll see over 200,000 results. Most of the advice I’ve seen and followed boils down to a few steps:
- Study the masters
- Copy out successful letters
- Build a swipe file
- Practice on low risk jobs
- Build your portfolio
- Specialize in a market
- Get bigger clients
What I want to point out is that your path depends greatly on your end goal. Do you want to be a corporate copywriter? Freelance? Or how about run your own business?
Personally, I started out following the above steps before I finally accepted the fact that many of the most successful copywriters write for themselves. Even the top copywriters that still write for clients also have their own products, services, coaching programs, seminars, etc. That’s where the real money and real freedom are.
If you’ve managed to stick to the steps long enough to become a half decent copywriter, branching out into your own business won’t be a terrible shock. Selling is the hardest part of any business and you already have a leg up. Plus, if you go after information products online, you’ve chopped your learning curve down again. And you won’t have to go looking for step 4. You can do your own stuff.
If you follow the career path of many copywriters, the steps that follow after the six above are:
- Charge your clients more
- Get more clients
- Get burned out
- Have an existential crisis
- Get fed up and start your own business
Why not start at step 4 in the first list and jump to step 5 in the second? Anyway, that’s not the point of this post.
I wanted to elaborate on step 1 in the first list for copywriting and NLP. That was the original question… how to get started.
I read the original guys like Hopkins, Caples and Ogilvy. I don’t recommend anyone start with that unless you want to be a corporate copywriter. For direct response copywriters and entrepreneurs, I recommend you study some of the guys who are doing it well online already. Specifically, I recommend (not affiliate links):
- Michel Fortin – has a great online presence and community
- Clayton Makepeace – master of melding copywriting and existing business (aka profit sharing and royalties)
- Ben Settle – a great resource to go for learning about swiping
- Michael Senoff – an amazing resource for free seminars, interviews and ads on a multitude of business topics. It’s a great place to find ideas.
- Dan Kennedy – he has a number of good books on the basics. I’m looking at a copy of The Ultimate Sales Letter on my shelf. You can see the 2nd edition free on Google Books.
- Google “internet business ” and visit the top results. If they’re private business guys with blogs, they obviously know what they’re doing. Richard Lee, Cybercashology and Terry Dean come to mind.
- [EDIT 5/23/09]I used to recommend James Brausch for his straightforward business formula that went something like “Product + Traffic + Copywriting = $$$.” He’s since sold off his blog and business and the new owners ran it into the ground with poor products and service. Terry Dean has a highly recommended beginner’s guide.
For NLP, it really depends on what you want to do with it. There’s a ton of general info online. Here’s what I recommend:
- If you want a solid general overview, get a book like Introducing NLP by O’Connor and Seymour.
- If you want to learn how to do NLP, you have 2 main options: take a practitioner course or read the original books by Bandler and Grinder and find someone to practice with. The first method would probably be easier although I’ve taken the second.
- [EDIT 10/20/08: Richard Bandler has a new book out, "Get The Life You Want" that has most of his NLP patterns. Each chapter is a background story and the pattern laid out step by step. I highly recommend it as a pattern reference.]
- [EDIT 5/23/09: It now appears that NOTNLP may have streamlined many if not all the patterns of NLP. If you're wanting to do NLP in person, I recommend you check it out.]
- If you want to learn to do Therapeutic Metaphors, learn the vocabulary of NLP first and then get David Gordon’s book on it. Some of it will be lost on you if you don’t know the basics.
- If you want to learn modeling, get Gordon’s book on it. [UPDATE: Steve Bauer has a more comprehensive list on modeling approaches listed in a recent post . It includes Gordon's book.]
- If you run across something you’re not familiar with look it up in the Encyclopedia of NLP .
- If you want to learn it for personal motivation, get Tony Robbin’s materials.
- If you want to be entertained and awed by it, look for Derren Brown on YouTube. “The Heist ” and “Subliminal Advertising ” are especially eye opening.
- If you want to learn it for a face to face sales context, get Kenrick Cleveland’s materials. I haven’t studied his materials beyond his blog but Harlan Kilstein highly recommends him.
- If you want to learn if for a seduction context, get the Speed Seduction materials.
- If you want to have it done on you without worrying about learning it, get some Paraliminals or visit a hypnotherapist or NLP practitioner. I created a similar product you can download free called Passionate Heart.
And finally, if you want to learn NLP for a copywriting context, get my course. The only thing even like it is Harlan’s $1000 DVDs. Even then, a couple people have commented that my course is easier to understand than his. It’s way less expensive too.
You can get the first lesson free here: http://hypnoticwriter.org .