Ever looked at a masterfully crafted sales letter and thought, “How the hell did they write something this persuasive?” If you’re an aspiring copywriter—or even a seasoned one looking to level up—you’ve probably wondered what separates the good from the great.
I get it. When I started my copywriting journey 15 years ago, I felt overwhelmed by the gap between my writing and the persuasive magic crafted by legends like Gary Halbert, Dan Kennedy, and Frank Kern.
Here’s the good news: there’s a deceptively simple practice that can transform your copywriting skills faster than almost anything else. It’s an approach used by virtually every copywriting legend, yet most beginners overlook it completely.
In this post, I’ll reveal why hand copying proven sales letters might be the most valuable skill-building exercise you’ll ever do, share compelling examples of top copywriters who swear by this practice, and explain exactly how to implement this powerful technique into your daily routine.
Why Hand Copying Sales Letters Works
Let’s start with a fundamental truth: great writing doesn’t emerge from thin air. It’s developed through deliberate practice and deep immersion in the craft.
Training Your Copywriting Brain
Hand copying sales letters is to copywriting what deliberate practice is to any skill mastery. It works because:
It bypasses conscious learning. When you physically write out persuasive copy by hand, you engage multiple learning pathways simultaneously. Your brain absorbs the rhythm, structure, and flow of persuasive language at a deeper level than just reading alone.
You internalize persuasive patterns. Great sales letters follow specific psychological patterns that trigger emotional responses. By copying them word for word, you start to recognize these patterns instinctively.
It forces you to slow down and observe. When reading, it’s easy to skim over crucial details. But when copying by hand, you must consider every word, transition, and punctuation mark.
The Neuroscience Behind It
This isn’t just copywriting folklore—it’s backed by science. Handwriting activates regions of the brain involved in thinking, language, and working memory in ways typing cannot match.
Research in educational psychology consistently shows that handwriting:
- Enhances neural activity in specific areas of the brain
- Improves retention and recall of information
- Strengthens conceptual understanding of material
When you hand copy a sales letter, you’re not just reading it—you’re experiencing it from the inside out. You’re tracing the thought process of master persuaders who have generated millions in sales.
Learning From the Masters: Copywriters Who Swear By Hand Copying
I’m far from the only advocate of this practice. Let’s look at some prominent copywriters who credit hand copying for their success:
Gary Halbert
The legendary Gary Halbert, often considered one of the greatest copywriters of all time, instructed all his students to hand copy his famous “Coat of Arms” letter—a direct mail piece that generated over $1 million in sales—at least once.
Halbert believed so strongly in this practice that he made it a cornerstone of his teaching. He often said that hand copying successful sales letters would teach you more about effective copywriting than any course or book ever could.
John Carlton
Direct response copywriting legend John Carlton regularly advises new writers to hand copy proven sales letters. In his view, this practice gives you “x-ray vision” into what makes persuasive copy work.
Carlton himself started by copying classic sales letters from the masters who came before him, and he continues to recommend this practice as the fastest way to develop copywriting intuition.
Joe Sugarman
Joe Sugarman, the brilliant mind behind BluBlocker sunglasses and countless successful direct response campaigns, has repeatedly emphasized the value of hand copying. He believes it helps writers understand the subtle psychological triggers that drive readers to take action.
My Personal Experience: Copying Frank Kern and Dan Kennedy
When I started my copywriting career, I was desperate to improve quickly. I’d read about hand copying but dismissed it as too simple to be effective. After all, how could something so basic really transform my skills?
Then I hit a wall. My copy wasn’t converting, and clients weren’t impressed. I needed a breakthrough, so I decided to try what seemed too basic to work.
I committed to hand copying one proven sales letter every day for 30 days straight.
I started with Frank Kern’s “Mass Control” sales letter—a piece that generated millions in revenue. The first day, I spent nearly two hours meticulously copying every word. It was tedious, uncomfortable, and I questioned whether I was wasting my time.
But something strange happened around day 7. I began to notice patterns I’d never seen before:
- How Kern used specific transitional phrases to guide readers deeper into the copy
- The strategic placement of bullet points to create curiosity and desire
- The rhythmic pacing between emotional appeals and logical justifications
Next, I moved on to Dan Kennedy’s sales letters. Kennedy’s approach was different—more direct, more aggressive—yet equally effective. By copying his work, I could feel the differences in tone, structure, and persuasive approach.
After 30 days, my writing had transformed. Clients started commenting on the improved flow and persuasiveness of my copy. My conversion rates increased, sometimes dramatically.
The practice was so valuable that I’ve continued it throughout my career. Even now, when I encounter an especially effective piece of copy, I’ll hand copy it to understand what makes it work.
How to Practice Hand Copying Effectively
If you’re convinced that hand copying deserves a place in your skill development routine, here’s how to do it right:
1. Select the Right Materials
Start with proven, successful sales letters. Look for:
- Letters from recognized copywriting legends (Halbert, Kennedy, Bencivenga, etc.)
- Modern sales pages that have generated significant revenue
- Copy in your target niche or industry
- Sales letters that emotionally moved you to action
Pro tip: The best sales letters to copy are often those selling copywriting or marketing products. These writers know their audience understands good copy, so they bring their A-game.
2. Use the Right Tools
This might sound trivial, but it matters:
- Use a pen and notebook rather than typing. The physical act of writing engages different neural pathways.
- Choose a distraction-free environment where you can focus completely.
- Set a timer to track how long you spend on this practice.
3. Develop a Consistent Routine
Consistency trumps intensity here:
- Commit to hand copying at least 1-2 pages of great copy daily
- Do it first thing in the morning when your mind is fresh
- Start with 20-30 minutes and gradually increase if beneficial
4. Analyze What You Copy
Don’t just mindlessly transcribe. After copying a sales letter:
- Make notes about what you observed
- Identify psychological triggers being used
- Mark transitions between sections
- Note the emotional journey the writer creates
5. Build Your Swipe File
As you discover powerful sales letters, add them to your collection:
- Organize by product type, audience, or persuasive approach
- Include notes about what makes each piece effective
- Revisit and recopy the most impactful examples
Beyond Hand Copying: Reading Sales Copy Daily
While hand copying sales letters is incredibly valuable, it should be part of a broader immersion in the craft. Reading great sales copy daily is equally important.
Why Daily Reading Matters
Reading widely exposes you to various styles, approaches, and persuasive techniques. It helps you:
- Stay current with what’s working now
- Recognize evolving trends in copywriting
- Broaden your persuasive vocabulary
- Identify techniques you want to hand copy later
Building a Reading Routine
Here’s how to make daily reading most effective:
- Subscribe to email lists of great copywriters
- Join communities where members share effective copy
- Follow copywriting critique groups
- Save compelling ads you encounter naturally
Pro tip: Create a dedicated email address just for subscribing to marketing campaigns you admire. This gives you a constantly refreshing library of current, effective copy to study.
Balancing Study With Practice
A word of caution: hand copying and reading are powerful learning tools, but they must be balanced with actual writing. Here’s how to maintain that balance:
- Spend 20% of your time studying (copying, reading, analyzing)
- Spend 80% of your time producing original copy
- After copying a sales letter, try writing something similar but original
- Regularly seek feedback on your original writing
Common Questions About Hand Copying
As I’ve taught this technique to students in my copywriting courses, several questions consistently arise:
“Isn’t this just copying someone else’s work?”
No—this is a learning exercise, not plagiarism. You’re not publishing or using these exact words for clients. You’re internalizing persuasive patterns that you’ll later adapt and make your own.
“How long should I continue this practice?”
The most successful copywriters never stop studying great copy. While the intensity might change as you advance, the practice remains valuable throughout your career.
“Can I type instead of writing by hand?”
You can, but you’ll sacrifice significant benefits. Research shows handwriting engages your brain more deeply than typing. If physical limitations make handwriting difficult, typing is better than nothing—but handwriting is optimal.
“How will I know it’s working?”
Track your progress by:
- Saving samples of your writing before starting this practice
- Comparing them to your work after 30 days of hand copying
- Noting improvements in client feedback and conversion rates
The Transformation You Can Expect
If you commit to hand copying sales letters consistently, here’s what you can expect over time:
First 30 Days:
- Increased awareness of copywriting structures
- Growing vocabulary of persuasive phrases
- Better understanding of how transitions work
60-90 Days:
- Improved ability to organize persuasive arguments
- More natural writing flow
- Enhanced emotional appeal in your copy
6 Months to 1 Year:
- Deeper intuition about what will persuade readers
- Ability to adapt persuasive patterns to different contexts
- More consistent results with your original copy
Getting Started Today
The beauty of hand copying is its simplicity—you can start right now with minimal resources. Here’s your action plan:
- Find one successful sales letter (I’ve linked to several resources below)
- Set aside 30 minutes tomorrow morning
- Hand copy at least one page
- Make brief notes about what you observed
- Repeat daily for at least 30 days
Resources to Begin Your Practice
To help you get started, here are some excellent sales letters to begin copying:
- Gary Halbert’s “Coat of Arms” letter
- Dan Kennedy’s “Magnetic Marketing” letter
- Frank Kern’s “Mass Control” sales page
- Joseph Sugarman’s “BluBlocker Sunglasses” ad
- Eugene Schwartz’s “Burn Disease Out of Your Body” ad
Final Thoughts: The Cumulative Power of Daily Practice
Hand copying sales letters isn’t flashy or exciting. It won’t give you an instant transformation. But like compound interest, its power lies in the cumulative effect of consistent practice over time.
The greatest copywriters I know—those commanding top fees and generating millions for clients—all share this habit. They’ve internalized the rhythms and structures of persuasive writing through deliberate, hands-on practice.
Whether you’re just starting your copywriting journey or looking to break through to the next level, this simple practice might be the most valuable investment you’ll ever make in your skills.
Now grab a pen, find a great sales letter, and start copying. Your future clients (and bank account) will thank you.