The “One-Sentence” Secret To Being a Copywriting Genius…

Andrew Trachtman
2 min readJan 18, 2023
I am that sick, disgusting f**k that uses AI generated art from DALL-E because everything on Pixabay takes too long to edit and search through. But you’re not here for the art, right?

Look, I know most of you follow me because you want to learn a thing or two about copywriting.

(oh no, I used the “L” word! I’m sorry, I meant to say “you want to DISCOVER a thing or two”, I SWEAR!)

But yeah, I’m guessing you *PROBABLY* want to get better at writing copy, and get some clients (especially based on the entry questions in my FB group) so today… I’ve got something awesome to share with you.

I learned this technique from Todd Brown, and it’s been a game-changer for me.

When you’re reading copy, ask yourself this question after each line:

“What is the copywriter trying to do here?”

In other words:

“Why is this here?”

(this = any sentence in a piece of copy, ESPECIALLY direct mail + control pieces.)

(Think of a control piece as an offer’s “best selling piece of copy”)

This question helps you learn how to THINK about copy — which is absolutely key for WRITING effective copy.

You see, when experienced copywriters look at copy, they have a kind of “terminator vision”. They can immediately spot what’s working and what’s not.

(or if you watch Baki, they have Yujiro vision)

So if you can learn to think about copy in the same way, you’ll be able to identify the weak spots in a piece of copy…

…and given enough time you’ll figure out how to improve it.

And here’s my unique take on Todd’s question so it’s not just me shamelessly stealing:

In reality, it DOESN’T matter if your analysis is right or wrong.

If you can explain why you think something is “proof” or why something is “off-topic” or “boring”, then you’re “right enough.”

Basically, if your copy chief, client, or lawyer asks: “Why the hell is this here?” you’d better have a decent answer no matter what part of the copy they decide to pick on.

So the next time you read some copy, ask yourself that question:

“What is the copywriter trying to do here?”

That way, you can practice your analysis skills and build your confidence with copywriting.

And if you’re looking for copy to practice on, I’d recommend Brian Kurtz’ book Overdeliver.

It comes with a massive swipe file and lots of incredible resources.

Or you can just start with this page and analyze a classic Bencivenga ad that’s been running forever:

So give it a try — and you’ll be well on your way to mastering copywriting.

And if you liked this content — then I’d like to offer you…


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Andrew Trachtman

I currently write copy for multiple 7 and 8-figure business and freelance on the side when I have free time (which is... not that often).