You’ve heard it a thousand times:
Good artists copy; great artists steal.
OK.
But there’s an element of truth to this phrase, and in the next 200 words, we’ll teach you a system for using the copy written by your competition to improve your own.
Here’s how to “steal” copy
Find landing pages you like (or that you know convert) in your industry
You’re probably already aware of the big players.
Write down all of their headers and subheaders
You can do this in a spreadsheet, a Google Doc, or on paper.
For each one, break down what angle they’re selling on
Value propositions equal quality plus benefit, so identify the quality and the benefit for each header and subhead.
Now create your own copy, inspired by each of these angles
Once you’ve identified an angle for a particular competitor’s header, write 5+ headers and subheads of your own with your company’s unique take on this angle.
Choose the best ones and iterate on them
Once you’ve written dozens of lines of copy, pick the best ones and iterate until you find something that works. This may take a while.
Why this works
Writing copy without inspiration is like playing darts in the dark, especially if you’re not a seasoned veteran.
Writing your own iterations of competitors’ copy, with your own unique value props and style, of course, can help you to identify the angles and exploit the gaps they’re probably missing.
And it gives you material you can start working with right away. Much better than staring at a blank screen!
