Copy That is one of the best-known copywork courses on the internet—and for good reason. Here's an honest look at what it is, who it's for, and how it compares to practicing the same method interactively with CopyCraft.
Honest review
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Side-by-side comparison
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Updated 2026
Copy That (copythat.com) is a copywriting course built by Sam Parr, the founder of The Hustle (acquired by HubSpot) and co-host of the My First Million podcast. The format is simple: 10 lessons delivered by email over two weeks, Monday through Friday, each taking around 30 minutes. Every lesson teaches a concept—rhythm, AIDA, emotional triggers—then has you physically handwrite a famous piece of copy to internalize it. As of 2026 it costs $169 one-time, with lifetime access to the materials.
The method behind it is copywork: copying great writing word-for-word so its patterns sink in. Sam Parr credits this exact habit—hand-copying legendary ads and sales letters—for developing the distinctive voice that made The Hustle's newsletter worth eight figures. That's not marketing spin; copywork has been the training method of choice for writers from Benjamin Franklin to Gary Halbert's students. If you're new to the idea, our guide on how to practice copywriting covers the method in depth.
Who is it great for? People who want structure and teaching alongside the practice. The lessons are genuinely good—Parr explains why each piece of copy works before you copy it, and the two-week email cadence keeps you accountable. If you learn best with a teacher's commentary and a fixed schedule, Copy That earns its price.
Same method—copywork. Different medium, format, and price.
| Copy That | CopyCraft | |
|---|---|---|
| Method | Handwrite famous ads and sales copy | Type passages from legendary writers & copywriters |
| Format | 10 lessons delivered by email over 2 weeks (Mon–Fri) | Self-paced 30-level campaign in your browser |
| Feedback | Self-directed—you check your own work | Live WPM & accuracy tracking on every passage |
| Motivation | Daily emails keep you on schedule | Streaks, levels, and a leaderboard |
| Material | Classic ads plus Sam Parr's lessons and commentary | 49 passages: Ogilvy, Halbert, Schwartz, Caples, Hemingway, Lincoln & more |
| Teaching | Strong lesson content—theory explained before each exercise | Learn-by-doing with short technique notes per chapter |
| Price | $169 one-time (as of 2026) | $39 one-time, first 2 chapters free |
Prices as listed on each product's site as of 2026 and may change.
Copy That is not a competitor we want to tear down—it popularized the method CopyCraft is built on. If you want two weeks of guided teaching from someone who built a media empire on this technique, buy it.
Where CopyCraft differs: it's built for the practice itself. Typing instead of handwriting means instant WPM and accuracy feedback, streaks that keep you consistent past week two, and a 30-level campaign with 49 passages that lasts long after a short course ends—for $39 once.
Choose Copy That if you want taught lessons and a fixed 2-week schedule
Choose CopyCraft if you want interactive daily practice with measurable progress
Do both: take the course, then use CopyCraft to keep the habit alive
Is Copy That worth it?
For most people, yes—if you'll actually do the daily handwriting. At $169 (as of 2026) you get 10 well-crafted email lessons from Sam Parr, who used this exact method to develop The Hustle's voice. The lessons explain why great copy works, not just what it says. It's less worth it if you know you won't sit down with pen and paper every day—in that case a lower-friction format like typed copywork may fit better.
Copy That vs CopyHour vs CopyCraft—which should I pick?
Copy That ($169) is a 2-week email course: short, structured, great lesson content. CopyHour ($497 as of 2026) is the deep end: 90 days of daily handwriting assignments plus lessons—the biggest commitment and the biggest price. CopyCraft ($39 once) is the interactive option: you type the passages instead of handwriting them, with WPM/accuracy tracking, streaks, and a 30-level campaign you can pace yourself. Many people pair a course with CopyCraft for daily practice.
Does copywork actually work?
Yes—it's one of the oldest writing-training methods there is. Benjamin Franklin taught himself to write by reconstructing essays from The Spectator. Gary Halbert told students to hand-copy great sales letters. Copying proven writing word-by-word forces you to slow down and absorb rhythm, structure, and word choice at a level reading never reaches. Whether you handwrite or type, the core mechanism is the same: deliberate, repeated exposure to great copy.
Is CopyCraft a replacement for Copy That?
It's a different tool for the same method. Copy That gives you Sam Parr's teaching and curation for two weeks. CopyCraft gives you an ongoing practice habit—typed copywork with instant feedback, for $39 once. If you want lessons, take the course. If you want a daily rep system (or both), CopyCraft is the cheaper, interactive complement.
Type passages from legendary copywriters with live WPM and accuracy tracking. First 2 chapters free—then $39 once for lifetime access. No subscription.
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