🧩 The Copywriting Playbook I Wish I Had at the Start
A proven path for mastering the craft faster.
From: Just West of Otay Lakes
Hey – It’s Luis.
Welcome to Day 13 of the 30-Day Writing Challenge!
Yesterday, I watched the latest episode of Dune: Prophecy on Max.
Now, on to today’s writing...
I first got hooked on copywriting 20 years ago. Since then, I’ve invested time, money, and energy in learning from the greatest copywriters to improve my craft.
Here’s a list of my direct marketing mentors and their lessons:
Gary C. Halbert
Gary’s Coat of Arms campaign generated over $2 billion between 1975 and 2003. His biggest lesson? Find the right market: A starving crowd.
Good reads: The Gary Halbert Letter—every issue is gold.
John Carlton
Known for his “no-fluff” copy, John taught me how to write Reason Why copy—explaining why people should act.
Good reads: Kick-Ass Copywriting Secrets of a Marketing Rebel.
Dan Kennedy
Dan’s Magnetic Marketing Triangle—Message, Market, and Media—taught me how to craft irresistible offers.
Good reads: Magnetic Marketing.
Jeff Walker
Jeff pioneered the Product Launch Formula. His focus on sequences, stories, and triggers taught me how to plan campaigns like Napoleon.
Good reads: Launch.
Frank Kern
Frank introduced me to the power of Four-Day Cash Machines and Good Will Content. Early on, I couldn’t afford his courses, so I studied his work until I could invest.
Pro Tip: Access Frank’s books and courses for free on Skool.
These mentors shaped how I approach copywriting. But if I had to start over, this is the simple framework I wish I had:
Step 1: Read Books That Teach You to Sell
Start with $100M Offers by Alex Hormozi. It’s a masterclass in creating offers people can’t resist.
Pro Tip: Subscribe to @AlexHormozi on YouTube—he shares actionable insights every week.
Step 2: Build A Swipe File
A Swipe File is your secret weapon—a collection of ads, headlines, and ideas that inspire you. It’s how you study patterns and spark creativity.
Good read: Victor Schwab’s How to Write a Good Advertisement—his 100 headlines are timeless.
Step 3: Write Every Day
You don’t need a perfect plan—just start sharing your ideas. Write daily and publish your work on social platforms like Substack, Medium, or LinkedIn. These platforms help you build an audience while sharpening your skills.
Share your unique perspective, test new ideas, and let your writing evolve. Consistency is what builds authority and trust over time.
Pro Tip: If you struggle to start, I recommend joining Ship 30 for 30 to build consistency.
Bonus #1: Listen to the Founders Podcast
Learn from history’s greatest entrepreneurs. David Senra reads biographies and pulls out actionable lessons you can apply to your work.
Pro Tip: Start with episodes #82, #189, #306, and #343 on David Ogilvy.
Bonus #2: Train Your Brain
Copywriting is about spotting patterns and solving problems creatively. One fun way to build this skill? Solve puzzles.
Pro Tip: Chess.com is a great place to sharpen your pattern recognition.
When you’re just starting out, this is all that matters: Read, collect ideas, write daily, and train your mind.
Success comes from doing the work, one step at a time.
P.S. What’s a resource, book, or mentor that’s helped you master a new skill? Hit reply—I’d love to hear about it!