Copywork exercise

Before you can write like a pro, you’ve got to copy the pros. That’s what CopyWork is all about—handwriting iconic ads to learn their rhythms, structure, and psychology.

The Lesson from VW’s “Lemon” Ad

This side-by-side shows students hand-copying the legendary Volkswagen “Lemon” ad. Same headline, same layout, handwritten word for word. It’s not about drawing—it’s about training your brain to feel how great copy flows.

Why It Works

• Repetition builds instinct for pacing and tone

• Handwriting slows you down so structure sinks in

• Internalizes persuasive rhythm and formatting

• Builds creative “muscle memory” for when you write your own ads

Real-World Examples

• Copywriters like David Ogilvy studied headlines by hand

• Alex Cattoni and Joanna Wiebe teach “copy deconstruction” drills

• CopywritingCourse members report writing higher-converting emails after 10 days of CopyWork

Start copying, then start creating.