As we learned in the last chapter, Copywriting is an invisible superpower that creates brand trust through persuasive storytelling. But how do you learn Copywriting?

The power to be a copywriter is inside all of us. Spiderman was bitten by a radioactive spider and suddenly voila he could shoot webs from his wrists that allowed him to swing from buildings, lamp posts, moving trains. But I bet that it took him awhile to figure out exactly how to place the webs with precision, to know just how elastic the webs were, how far and fast he could fly without going splat. He had to learn how to master the powers he had.

Likewise in the movie, Karate Kid, young Daniel wanted to learn karate. But instead of showing him how to kick and block, his sensei, Mr. Miyagi, puts him to work waxing his car. Daniel gets annoyed because he thinks Mr. Miyagi is just exploiting him to do his menial chores. In fact, when Mr. Miyagi tells Daniel to “wax on/wax off”,  he is teaching him the discipline of karate. And as we learn, the hand movements used to wax Mr. Miyagi’s car are the same movements used in karate to block an opponent’s blow.

So my advice to all who want to learn Copywriting is: “Be patient, grasshopper”. You must first learn the discipline of Copywriting before you can write artfully.

Here’s another way of thinking about it: great artists don’t become great overnight. They learn methods of painting, writing, dancing, singing, filmmaking, which they practice for years and years until they become second nature. That’s when their creativity truly starts to emerge in a unique and artful way.

How do you build a discipline – whether you’re trying to swing from building to building and catch a falling baby at the same time; trying to become a better, more persuasive writer, or trying to build your upper body strength at the gym?

Copywriting is a discipline, with methods and rules. If you practice these methods and observe these rules, repeatedly, over time, your writing will progress. In Chapter 3.2, you’ll learn the number 1 rule of writing: The best writing is rewriting. And you’ll learn a rewriting method that can help you improve your writing again and again.