CopyWork on some classic ads

This handwritten recreation of Gary Halbert’s famous Coat of Arms letter is a masterclass in learning persuasion through practice. The student didn’t just read the ad, they wrote every word by hand—and that’s where the magic happens.

Marketing analysis

Writing by hand forces you to slow down and absorb why each sentence works. The rhythm. The transitions. The psychology. Halbert’s letter reads friendly and personal, yet every line nudges you toward ordering.

Why it works

• Personal and conversational tone builds trust
• Simple, clear language—no fluff or filler
• Specific, tangible benefits (wall decor, family pride)
• Urgency sprinkled in (“supply is pretty slim”)
• Exact next steps make it frictionless to buy

Examples

• Copywriters handwrite old ads from Halbert, Schwartz, or Ogilvy to train their “sales brain”
• Students copying the Wall Street Journal “Two Young Men” letter noticed how positioning drives desire
• Rewriting the original Dollar Shave Club script reveals how casual humor still sells hard