Hey! Last week I launched CopyTemplates.com, my copywriting technique library.
150+ marketers have bought it since. And today I’ll show you how I built it.
And by the way, tonight the price goes up from $97 to $147.
Let's dive in:
1. Curation
For the past 10 years, I've collected thousands of copywriting examples.
Screenshots, posters, books. Even t-shirts 😅
But that wasn’t enough.
Because I wanted to understand their mechanism.
Why they worked…
2. Techniques
So I learned about rhetorical devices. Mostly from The Elements of Eloquence and LiteraryDevices.com
Then, I organized my favorite taglines based on those techniques, and posted this:
I thought I was the only nerd who cared about literary devices in copywriting.
Turned out there were thousands. I knew I wanted to do something with those devices, but I didn’t know what.
Two years went by, until...
3. The Spark
I stumbled upon 21st.dev, a website component library.
Their concept was simple, but brilliant:
Pick a website component from the library, copy the prompt, paste it into Claude, and it'll build it for you.
I wanted a library like this, but for copywriting techniques.
Thing is, I wasn't sure if other people would want it too...
4. Validation
So I designed a quick prototype with Claude, and shared a waitlist landing page on LinkedIn and in my newsletter.
But I wanted more validation, so I invited newsletter readers to become beta-testers.
All in all, 300 people signed up for the waitlist, and 40+ people offered to beta test.
I was pretty sure I could sell at least 50 licenses.
So I cleared my schedule for 90 days, bought CopyTemplates.com for $218 (a steal!), and went to work.
5. Building
I created a simple sketch, and dropped it in Claude.
First, we defined the stack.
And then created this prototype:
It worked. I was pumped. But there was a problem.
I had hundreds of copy examples in my Figma board.
Some horizontal, some vertical, some low-res and barely readable.
I wanted them to be sharp, clean, and all in the same format.
And so my biggest ad refurbishing project began.
6. Design
I hired three freelance designers. Together, we adapted every example for CopyTemplates. Here's the brief I gave them:
Sometimes a simple crop or AI tweak did the trick.
Other times, we spent an hour or two manually recreating old ads from scratch.
But that wasn't the hardest part...
7. Prompt Creation
Together with Ashlei, a fantastic writer who's been helping me for years, we manually designed every prompt. We structured them like this:
And then each one of us tested them in Claude, ChatGPT, and Gemini.
Then, I turned those prompts into Claude Skills, and tested them as well.
And finally, I was ready to release my baby, sorry, my beta version.
8. Beta testers
Remember the beta testers from my validation email?
I opened a WhatsApp group where they could leave feedback.
And I expected them to suggest prompt tweaks, or small UI changes. But many of them simply said: "I don't understand anything. Like, what is this thing?"
Ugh. I'd spent so much time in my head obsessing over every detail that I assumed everyone knew how to use prompts, Claude skills, and copywriting techniques. I didn't even have a hero section because I thought it was so obvious 🤦♂️
I swallowed my pride and added two assets:
Feedback improved dramatically. The Curse of Knowledge was broken.
9. Launch
My launch campaign ends tonight, and it includes three pillars:
And now you can contribute to its (and your!) success by clicking here ;)
You made it! 🥂
Thank you SO MUCH for supporting this launch <3
I'm gonna get some sleep now haha
Talk soon,
Shlomo
P.S. If you're still waiting for budget approval from your employer and need a little extra time, just reply to this email. I'll get back to you today :)