Enroll in AWAI’s Advanced Training… An Entirely NEW Type of Training… One That Can Virtually Guarantee Your Success as a Complete, “A-Level” Copywriter
We’ve just wrapped up our year-long “beta” test of this revolutionary new collaborative learning program…
And it’s only getting better, with MORE clients, MORE learning modules, and MORE opportunities to write LIVE assignments for REAL products…
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Hi, Katie Yeakle here.
What a year it’s been…
For a small group of AWAI members…
For the clients who participated…
For the direct-response industry in general!
Advanced Training — the brand-new collaborative training effort between AWAI members and some of the top copywriters and marketers in our industry — has just wrapped up its year-long “beta”-testing phase…
And in that relatively short time, it has revolutionized how new writers learn the craft of modern-day copywriting!
Listen to what some of the folks who participated in this program have told us:
“I could earn six-figures next year!”
I (became) a full-time, working copywriter — after just eight sessions. And I have confidence that when I need to find more work or a new project, I have all the skills and some experience to be able to try anything. I also know, when a new opportunity comes along in a different area, that I can go back into the sessions and review the recording and materials.
“This Course is Gold”
Thanks to having worked through Advanced Training, I know the hottest project types that professional writers focus on in direct response. I know about ad inserts, fascinations, the difference between news items and articles, gauntlets, stick letters, advertorials, sales funnels… and MORE.
“A Well-Rounded Education”
Advanced Training has given me a well-rounded education for the entire marketing process. I have a better understanding of what each kind of copy is designed to achieve and a clearer view of the entire process of selling a product or service. Plus, I feel better talking to prospective clients about their marketing strategies, and not just writing copy.
So just what is Advanced Training?
In a nutshell, it’s AWAI’s brand-new “guided ascension” program where you learn from top, working copywriters and marketers to master all the elements of copywriting any marketer will ever ask you to write.
And while it’s new to AWAI members, this method of learning is NOT new to the top industry leaders…
In fact, Advanced Training is modeled after the way top information publishers — multimillion-dollar companies like Agora, Weiss, and others groom and train their new writers…
You start with the simplest, “easy-to-digest” concepts and writing projects… and build on those skills one-by-one as you “graduate” to progressively more sophisticated assignments.
By the end of it, you have all the skills and knowledge you need to handle all the writing assignments you’ll ever get — from simple 100-word “space ads” and email messages… to sophisticated sales letters and Video Sales Letters (VSLs).
Now, I’ll take you through everything you’ll learn in Advanced Training in a moment.
You’ll meet the renowned copywriters — “titans of our industry” — who will be your instructors…
And the marketers you’ll be writing for — many of whom are involved in Advanced Training because they’re actively looking for new writers to join their teams.
I’ll also introduce you to Sandy Franks, who’ll be your guide and “Copy Chief” for all the sessions.
Sandy has mentored dozens of new copywriters over her 28-year direct-marketing career and has spearheaded too many multimillion-dollar marketing campaigns to count. Sandy will be your biggest champion and supporter throughout the entire learning process.
But here’s what I want to impress on you right now.
Should you decide to take your writing to the next level by enrolling in the full “Advanced” program — there isn’t a better time to do it than today.
Because now that the “beta” test is complete and all 13 core learning modules are “in the books” — you’re free to master the full program at your own pace, rather than over the more rigid 12-month period “beta” testers did.
That’s a huge benefit…
Because if you’re eager and you have the time to spend, it’s very possible to complete the entire program and be writing all the elements at a very high level within 90 days or less.
Conversely, if you need more time, there are no deadlines or “fear of falling behind.” You simply work at each module until you’re finished… and then move on when you’re ready!
That’s benefit #1…
And there’s a second benefit as well…
Because Advanced Training is AWAI’s new “Master-Level Learning Program” — we’ll be pouring an enormous amount of resources into it over the coming months…
With new modules… constant updating… new clients… new assignments… and much, much more.
The reason for this intense focus on this program is very simple:
We want everyone who “graduates” from this level of learning to step directly into the ranks of “paid” copywriter… as quickly as possible.
That’s good for our business…
It’s great for you…
And it’s fantastic for an industry that — due to massive growth in e-commerce marketing — is still starving for new writers (and likely will be for many years to come)!
So, with all those benefits in mind, let me tell you how Advanced Training works.
It all starts with collaboration.
A Learning Concept 20 Years in the Making
You see, over the years, we’ve built up great relationships with some of the top direct marketers and information publishers in the world.
Groups like Agora Financial Publishing, Stansberry Research, Weiss Publishing, The Oxford Club, Money Map Press, NewMarket Health, International Living, Digital Marketer, BottomLine, Newsmax, and many more…
These marketers have come to count on AWAI for the steady stream of good writers they need…
Which is why we were compelled to create a program like Advanced Training…
Because it gives copywriters who are serious about becoming “A-level” a place where they can step up… master the skills… and let it be known to top people in the industry that they are here to succeed.
So what will you learn?
Make no mistake:
The traditional sales letter we teach you how to write through our flagship Accelerated Program for Six-Figure Copywriting is still central to everything…
That’ll never change.
And that’s why those core ideas are reinforced at every turn in Advanced Training.
But these days, the sales letter is just one piece of the marketing puzzle.
For instance, did you know that Google, Facebook, and the Ad Networks account for the vast majority of direct marketing done online today? And that there are techniques proven to work and rules ad writers must follow to use them?
Or that a simple, well-written, and well-conceived “space ad” or Insert Ad campaign can generate millions of dollars in sales overnight?
Or the role “content” marketing and “advertorial” writing play in the support of a direct-response campaign today…
Or the importance of tone and message in customer-centric email campaigns…
Or how subject lines can make or break a sales campaign…
Or the ever-growing importance of a comprehensive “Order Page” where all the benefits should be summarized in the proper sequence and the price “re-justified”…
Or that the messages you send in the moments after the sale can boost sales even further… help with customer retention… and earn you even more money…
Or the extra money you, as a copywriter, can generate with a well-conceived email “gauntlet” series…
Or that a landing page that engages and sets the right tone for your reader can have a huge impact on the success of your sales message…
Or that turning a written sales letter into a Video Sales Letter (VSL) can bolster your response rate by as much as 500%?
So, you see…
In today’s “modern era” of marketing, there are many, many ways to increase sales and increase your royalties.
Then, of course, there are new “breakthrough” strategies that come along and give you entirely new opportunities to make money and impress your clients…
Like the exciting “Ultimate Hotlist Strategy” Bonus Session we added to Advanced Training after one of our closest marketing friends, publisher Aaron DeHoog, enjoyed an unprecedented $11-million-in-24-hours success…
And he shared every secret and every step on how he did it with us and Advanced Training members, from start to finish. (More on this “Bonus” module in a minute.)
Imagine having the inside scoop on a marketing effort that, in the end, paid out as much as half a million dollars to the copywriters involved!
We’re also currently working on a “Big Idea” module — which will be led by Joe Schriefer, the copy and marketing whiz who this past year guided Agora Financial to record profits…
All thanks to new promotional copy anchored by big, powerful ideas that resonated with the firm’s readership.
(Of course, by becoming an Advanced Training member at the old price today — you’ll be among the very first to take part in it!)
And here’s why this is so important… and so time-sensitive…
As a copywriter working today, you have unlimited opportunity.
Today, the marketing universe is much, MUCH bigger than ever before.
These days, everyone with access to the Internet is a potential customer.
I’ve been a marketer for 34 years, and have been with AWAI since the very beginning…
And I’ve never seen more copywriters earning half a million dollars a year or more than I am today!
And it’s all because the number of people you can sell to — and the ways you can reach them — has exploded exponentially.
But it also means that, if you’re going to be an elite performer in our business…
You have to be more knowledgeable… and prepared to write all the elements required for a variety of marketing channels.
That’s the advantage Advanced Training gives you…
It not only prepares you for every project any marketer will ask of you — it also lets you bring powerful and proven marketing ideas to the table of every client who hires you.
What makes Advanced Training such a transformative learning experience?
You’ll Work with Master Copywriters
First, each “module” is about mastering one highly specific (and crucial) project assignment…
In each session, you’ll be working directly on assignments from top direct-response firms who are participating because they’re looking for new writers to hire.
The second Advanced Training advantage is you’ll be learning from actual copywriters as well as marketers — people like Clayton Makepeace, Bob Bly, Carline Anglade-Cole, Ben Settle, Dan Kennedy, our own Rebecca Matter, Agora master writer John Forde… and now Aaron DeHoog, the former Newsmax marketing whiz behind the new “Ultimate Hotlist Strategy” Bonus Session I’ll be telling you about.
You’ll meet these folks in a second… and learn exactly what they’ll be showing you.
Keep in mind, these aren't “academics” or paid instructors.
These are actual industry professionals who earn hundreds of thousands — sometimes millions — of dollars a year plying their craft.
They’re participating in Advanced Training because they have a vested interest in bringing new copywriters into the business. And there’s no better way to do that than by working on the “front lines” with people who they know are serious about learning.
So that’s a BIG part of the Advanced Training experience…
Getting to know and work with these folks… and them getting to know you through the writing you submit.
Something else that makes Advanced Training so effective is a learning technique we call “guided ascension,” where you begin with mastering the smaller, simpler projects… and build upon those skills week by week, project by project.
For instance, you’ll start out by mastering small Space Ads — which is great training for focusing on product benefits and writing short, but highly effective headlines.
Then you take this important knowledge into Module 2, where you’ll learn “deep dive” secrets to research — the ability to unearth those little nuggets of information that can anchor powerful headlines, subheads, and bullet copy.
You’ll then use those skills to write effective “Stick” emails… advertorials… landing pages… sales emails — all the way up to full-blown sales letters, VSLs, and more.
It’s a technique that effectively “flattens” the learning curve so every new skill feels like a logical progression from the one you just learned.
In fact, as I said, we modeled this training after the way top information publishers we know — multimillion-dollar companies like Agora, Weiss, and others — are now grooming their new writers…
Which is “learning by doing” in bite-sized pieces under the watchful eye of a senior copywriter whose job it is to guide the new writer and help them elevate their skill level each and every day.
Which leads me to another HUGE difference with AWAI’s Advanced Training program…
Your Own “Copy Chief”
You’ll be working under the guidance and direction of a de facto “Copy Chief” who will be in ongoing communication with you…
Her name is Sandy Franks… and let me just say…
You could not ask for a better or more qualified copy and marketing professional to guide you through this Advanced Training process.
Sandy has been involved in promotional writing for 28 years.
For 26 of those years, she worked for Agora Publishing — the largest publisher of financial and health newsletters in the world… as well as books, guides, special reports, conferences…
The list goes on and on.
“I particularly enjoy working on each of the monthly projects, and getting a chance to work with an A-Grade Copy Chief like Sandy Franks.”
As a Copy Chief and Marketing Director, Sandy has seen the evolution of direct response from the early days of mailed letters to the birth and maturity of the Internet marketing era.
Over the years, she’s worked with hundreds of copywriters, and is well-known in our industry for turning “green” new writers into seasoned, control-busting “A-level” copywriters.
Many of those writers are thriving today, generating millions of dollars with a single sales letter. (And, by the way… she learned copywriting from two of the best-known writers in the world: Bill Bonner, Founder of Agora, Inc., and Mark Ford, two of the most important forces in information publishing and direct response of the last 50 years.)
She’s launched and marketed dozens of products in the health, financial, business opportunity, and travel sectors. She’s worked with The Oxford Club, Agora Financial, Health Sciences Institute, and Dr. Atkins’ Health Newsletter, to name a few.
As the publisher of The Taipan Publishing Group, she not only grew that division from zero profits to $5 million in a year, she was among the first to market high-priced ($1,000-plus) back-end services… pioneered the online ordering process… and was the first to experiment with online video marketing.
As a writer, she’s written sales copy that’s generated as much as $1.5 million in a single campaign… authored two financial books… and has had dozens of articles published in USA Today, Huffington Post, and The Street.
With so much experience on both the writing AND the marketing side, Sandy understands the challenges new copywriters face… which makes her ideally qualified to be your Copy Chief throughout the Advanced Training process.
- To share her invaluable insights and proven experience as they relate to each of the assignments you’ll be working on…
- To serve as your link to the marketers and companies whose assignments you’ll be tackling…
- To be in touch with you via our Advanced Training Member Page and by email with tips, techniques, and advice for making your copy stronger… helping you overcome obstacles and challenges that may slow you down…
- To work with special guest “A-level” copywriters and marketers to give you “on-the-spot” copy feedback through Advanced Training’s monthly “Hot Seat” Copy Review webinars…
- And to help motivate you throughout the 13 (and growing) Advanced Training modules.
In fact, so you can get to know Sandy right from the start, she’ll be your first instructor in the very first “learning module” that’ll kick off your Advanced Training experience.
But before we get to that — and all the skills you’ll be learning — here’s another vital part of the Advanced Training experience:
Real Clients, Real Assignments
This is an aspect of the program that’s always evolving… always growing.
The “beta” program started out with a handful of clients interested in working with Advanced Training members on real-life assignments…
There was The Oxford Club — one of the largest and most successful financial newsletter publishers in the world.
We added NewMarket Health — the hugely successful Agora Publishing franchise that focuses on offering natural cures and cutting-edge natural health solutions.
Of course, AWAI is always looking for new writers too, so we’ll be offering you a chance to write for our “Barefoot Writer” franchise, which is our lifestyle newsletter/magazine that introduces new readers to the world of making money with persuasive writing.
For writers interested in writing about lifestyle, travel, and living abroad we’re thrilled to have International Living on board.
We recently added another financial publisher — Dent Research… which uses demographics in combination with other statistics to predict the direction of the stock market.
And most recently — Aaron DeHoog’s Banyan Hill Publishing, the Agora division that specializes in investing and personal privacy… and the group that had the enormous $11 million success using the “Ultimate Hotlist Strategy” you’ll learn about — joined us.
So, between these franchises, you’ll have an opportunity to delve into what we like to call “the Big 4” niches: self-improvement/business opportunity… financial newsletter writing… health writing… and travel.
You’ll get insights into what makes these niches tick… and learn the subtle differences in writing to each audience.
Before you dive into the learning modules, you’ll see a video presentation from each of your clients with details about their franchise… their products… their prospects… their marketing strategies…
As well as the kind of reading and research they recommend you do to become knowledgeable about their niche.
Then, it’s directly on to your first of 13 modules… where you’ll have an opportunity to work on “live” assignments for these clients using the new knowledge you’ve gained.
That’s when the rubber meets the road, so to speak…
And you start down the exciting path of “guided ascension.”
You’ll Be Writing Every Day
Of course, the only way to become a great writer is to write.
That’s why you’ll be writing — in every module. And not just for “fun…”
You’ll be writing about REAL products… for REAL clients…
Ads and copy that you’re free to submit to clients who are looking for new writers and fresh ideas.
And speaking of your writing…
Regular “Hot Seat” Copy Reviews
You’re free to participate in regularly scheduled Advanced Training “Hot Seat” copy review sessions where Sandy, your Copy Chief, and other expert copywriters give great and useful feedback on copy you and/or your fellow Advanced Training members have written and submitted.
Just professional copywriters pointing out where the copy does work… and some constructive advice on how to improve it where it doesn't.
It could be someone else’s work… or it could be copy that you submit (although you’re not obligated… and if you do, don’t worry… no names are used!).
“An Incredible Opportunity to Listen and Learn”
“Even when I don't submit copy for the monthly Hot Seat Reviews, I try to listen in live because they offer such an incredible opportunity to listen and learn from copywriting legends and masters. When I did submit, and had David Deutsch reviewing my copy… it was *awesome*!”
Advanced Training “Beta” Participant
The Copy Hot Seat Reviews are “Value-Add Beyond Measure”
“I love all the Copy Hot Seat Peer Reviews. The invaluable mix of study and participation builds competency levels in anyone who attends them. They are value-add beyond measure.”
Advanced Training “Beta” Participant
“It's great to get feedback from the pros!”
“The Copy Review ‘Hot Seats’ put a real-world feel to the learning process.”
Advanced Training “Beta” Participant
The point is, you’ll learn a lot by “sitting in” on these sessions and hearing what professional copywriters and marketers have to say.
This is the very same technique copy teams at Agora and other top direct-marketing firms use…
In fact, many Advanced Training members tell us this is one of the most powerful benefits of the entire program.
Like Pam Shannon, who told us:
“David (Deutsch’s) review of my copy was exactly the wake-up call I needed. It was one of the best experiences I've had in all the AWAI courses I've taken.”
Are you beginning to see how Advanced Training is shaping up like a high-level, in-house copywriting training program?
With real assignments for real products… real deadlines… and a Copy Chief you can turn to for guidance, support, and direction.
With that in mind… let’s get to the details of what you’ll be learning.
Module 1 — Revenue-Boosting Insert Ads
I touched on Insert Ads a little earlier…
Virtually every client needs them.
They’re little “teaser ads” which are published on websites or in free email letters that, when clicked, lead to more information… often a more detailed sales promotion.
The more people who “click” on these ads… the more people who see the main sales letter… and the greater the opportunity for sales.
So knowing how to write a very effective Insert Ad is vitally important for any copywriter…
Which is why Sandy will spend a lot of time with you to make sure you perfect this key aspect of copywriting.
Remember, it’s all about “guided ascension”…
Mastering one skill before you move to the next level.
And no skill will be more important to you as a copywriter than being able to write a short, compelling headline and three-sentence “teaser” that connects with your reader in a powerful way.
Here’s an example of an “Insert Ad” AWAI uses to promote interest in Barefoot Writer, one of the clients you’ll be writing for throughout your Advanced Training sessions.
Quit your job, write, travel, and relax!
Barefoot Writers have more fun, more money, and more freedom. Their secret? A special club bringing them the top opportunities for income and writers-only freebies each and every month. And, it’s not just a one-way information flow. Barefoot Writer Club Members also have one of Facebook’s most positive and supportive private communities to keep them on track to having the good life — fast.
Looks simple, right?
I mean — what could be easier than getting people to click for more information?
Well, the truth is, there are some time-tested “rules” for writing an effective Insert Ad that not only generates a lot of clicks, but also a lot of orders. Those orders help boost the overall success of a marketing campaign.
They’re also a great way for you and your client to test new headline ideas… get a sense of what motivates your reader… and learn what new ideas the market is responding to.
Insert Ads are short — usually around 150 words — which means you have to know how to get the reader’s attention with very few words.
So in this regard, learning how to write these quick little Insert Ads lays the foundation for almost everything else you’ll do as a copywriter.
That’s why it’s so important you master the techniques for writing an effective Insert Ad for AWAI’s Barefoot Writer…
- Or The Oxford Club’s Insider Alert…
- Or NewMarket Health’s HSI E-Alert…
- Or for International Living’s “Postcards” e-letter
- Or for Banyan Hill’s new “Sovereign” e-letter…
- Or for the Dent franchise’s free e-letter…
- Or all six, if you like!
It begins with a webinar from Sandy, who’ll be your Copy Chief and expert for the Insert Ad assignment.
She’ll give you an overview of your assignment and what your learning objective is…
You’ll get insights into the kind of readers the different clients are trying to attract — who they want to have ask for the free report and who they don’t.
You’ll see examples of Insert Ads that have worked — and others that haven’t been so successful — along with the subtle reasons why one was so much more effective than the other.
You’ll get a universal “best practices” rundown for writing successful Insert Ads for any niche you come across…
But your “webinar lesson” is just one aspect.
In addition to giving you access to all the resources you’ll need to gain a solid understanding of the product the Insert Ad is tied to…
We’ll refer you to your Bonus Study Pack… a curated collection of resources that will help reinforce the high-level secrets relevant to the assignment you’ll be working on.
Insert Ads are all about knowing your reader and writing compelling “attention-grabbing” headlines…
So we have links to advanced articles you can read to help you, like The Master Key to Successful Promotion: How to Build a 3D Image of Your Prospect… and Creating Irresistible Copy: The Secret of The Core Buying Emotion.
You’ll also get a complete “Assignment Pack” with guidelines, instructions, and examples from your six potential clients.
So you see…
Even for an assignment as seemingly benign and simple as an Insert Ad, there will be lots of ground to cover…
There’s nothing random about the way we’ve structured these lessons and assignments…
They’re based on the very training programs some of the most successful marketers in the world use to ingrain these important writing skills into all their new copywriters…
Through a structured regiment of live webinars, regular feedback from pros, recorded instructions, relevant reading, and, of course, lots of writing.
That’s how these important skills get mastered… ingrained… so they become second nature to you.
Then, as you work through your Advanced Training program…
You’re free to submit your best writing from any of the assignments you’ve done throughout the program…
Efforts that you’d like us or our participating clients to see…
We’ll review all the writing that comes in and pass it along to the growing list of marketers participating as clients…
If they see that “spark” of promise they’re looking for…
There’s a very good chance you’ll get a call from them saying: “We’re impressed with your writing — let’s talk about what you can start writing for us!”
So, that’s the process…
Lots of learning… lots of writing… lots of high-level insights… feedback from pros… and, if you want it, lots of opportunity to get your work seen by top people in the industry.
Of course, the “Insert Ad” Module is just the first of many copywriting elements you’ll master.
Here’s a quick rundown of everything else you’ll learn…
Module 2 — Mastering the “Lost Art” of Deep Research
It's the “unwritten rule” of copywriting that all sales messages —whether a 150-word space ad or a 12,000-word sales letter — are anchored on one big, strong, compelling idea…
And the only way to find that “Big Idea” is through smart research.
In fact, ask any “A-level” copywriter about the importance of research and he or she will tell you they don't even begin to write copy until they've done thorough research.
Like Mike Palmer of Stansberry Research and Associates.
He wrote the famous “Outlawed for 40 Years” financial sales letter about investing in gold, which brought on over 200,000 subscribers. He'll tell you he read several books on gold coins before coming up with the core Big Idea for his sales letter.
Or top-gun financial copywriter Blair Morse, who read dozens and dozens of articles on social security and retirement before he wrote his control-busting sales letter, “The End of Social Security.”
Or legendary copywriter Gary Bencivenga (who also studied under David Ogilvy, the Father of Advertising), who said: “The best copywriters are the most tenacious researchers. Like miners, they dig, drill, dynamite, and chip until they have carloads of valuable ore."
And copy legend John Caples, who told copywriters to “gather seven times more interesting information than you can possibly use” because research is the infallible cure for writer's block.
Research will be your secret weapon.
I say that because 99 out of 100 working copywriters don’t do nearly the research needed to unearth that “Big Idea” that can set your advertisement above and beyond all the rest.
That’s why your entire focus in Module 2 will be 100% on “The Art of Research” — and the techniques top copywriters use to unearth new, compelling ideas: What books to read… what websites to use… where to find the statistics you need for any kind of proof… and more.
Your expert for this session is John Forde, a longtime Agora copywriter who was mentored by, and worked alongside, none other than Agora Publishing Founder Bill Bonner.
John’s a great teacher, a lifelong student of the art of copywriting, and Founder of Copywriting Roundtable… a site created for the exchange of insightful thoughts and ideas about copywriting and the direct-response business.
Few copywriters take the job of research more seriously than John. And because his sales letters are so dense with proof and interesting facts, his letters are consistently successful and often remain the control for years.
No question, powerful research skills will give you a decided edge over 99% of the copywriters working today…
Which is why we made it one of the first Advanced Training skills you’ll master.
Module 3 — The Skill-Building Power of Writing Simple Eye-Catching News Items
Okay, now it’s time to start putting these new foundational skills to work.
Research… which can lead to groundbreaking Big Ideas…
And your newly developed skill for writing a compelling headline and body copy for your Insert Ad…
One of the best ways to put these skills to use is by writing something we call a “News Item.”
What’s a News Item — and how is it used?
Simply put, a News Item is used to grab a passive reader’s attention.
Let me explain…
When marketing on the Internet, there are times when readers “surfing the Web” are not predisposed to reading a blatant sales message.
And, in fact, some websites where a lot of your clients will have a presence — like Facebook, for instance — don’t even allow advertising.
So, you need to grab their attention first — with an interesting story that’s not an obvious sales message, but one that “connects” with a potential future buyer.
Here’s an example.
You’re someone who’s interested in copywriting. But you’re on a site, like Facebook, that doesn't allow a company like AWAI to place a direct ad.
Or maybe you’re searching Google for something else — and you’re not “in the mindset” to read a sales letter on copywriting.
So what do we do?
We “plant” a News Item that piques your interest.
Maybe the headline is:
According to Business Insider, These Companies Are Set to Pay a Handful of Writers $17.3 Billion This Year… And $21 Billion in 2018.
Here’s What They’re Looking For…
This is a real story, by the way…
It was taken from an actual Business Insider news article talking about how the big shift in business these days is away from traditional advertising and into “content” advertising, like advertorials and native ads.
So the rest of the News Item we’ve written would read like a traditional news story — explaining why it’s happening… what it means for the industry and, of course, the writers who’ll benefit from this “windfall” of spending.
But here’s the kicker…
The last paragraph would typically guide readers interested in learning how to take advantage of this trend to click on a special link… that would take them to an AWAI sales promotion for a program on the kind of content these companies are looking for!
So, you see…
A good News Item starts the relationship.
It gets a passive reader — who may not have any predisposed interest in reading a sales letter — into the frame of mind where he or she is ready to learn more.
And that’s the skill you’ll learn in this module.
Now, maybe you're thinking: “Wait, I’m a copywriter. My job is to persuade… Shouldn’t someone else write News Items?”
But if you're the copywriter who wrote the “Content Advertising Program” promotion — it’s in your best interest to write a great News Item that directs more people to your letter!
Which is why the ability to write compelling News Items is a very important skill for any copywriter to have.
Plus, when you’re first learning, it’s a great way to “ease into” the sales writing process.
And just as a side note — there are many, many writers and copywriters we know who are making a very good living specializing in content letters alone!
AWAI President Rebecca Matter will be the expert teaching you how it’s done. With over 19 years in web-based marketing, Rebecca is a true pioneer in the field. And given she’s practically invented the art of writing News Items, you couldn’t be in better hands.
- Where to source great ideas for News Items and their content…
- How to adapt your newfound headline writing and research skills to create highly effective News Items…
- How to make previously published content “new again…”
- Effective techniques from driving traffic from your News Item to your sales letter…
- How to use current events as a source for “timely” news…
- The one “big secret” to every great News Item
- How to use statistics, facts, quotations, photographs, and other graphics effectively…
- Key questions to ask clients (and other sources) when writing News Items
- How long should your News Item be…
- The importance of “third-party proof”…
- And much, much more.
But get ready…
Next, we ratchet up your writing skills just a little more with:
Module 4 — The “Highly-Coveted” Newsletter Article
Like the others, Module 4 is all about building on what you learned in Modules 1, 2, and 3.
Whereas a News Item is a short piece about a relevant “topic of interest,” a newsletter article is a longer, more research- and proof-intense piece of writing that “sells” a more sophisticated idea…
A promising stock that investors should consider buying, for example…
Or a new exercise technique that people who want to lose weight should try…
Or in the case of AWAI, a new writing technique that can boost your response rate and make you more money.
Again, you want to learn to write these “non-sales letters” for two main reasons:
- They’re excellent writing exercises for developing your persuasion skills.
- As a copywriter, you can use them to drive more and more traffic to your main sales letter.
And there’s a third reason…
You may love writing newsletter articles so much that you may choose this as your writing niche. You may even one day decide to become an information publisher and market your own newsletter!
Whichever route you decide take, learning to write a good, solid persuasive newsletter article will make you a far better writer.
Because like great sales promotions:
- You need a headline that grabs your reader’s attention…
- You need to make a strong promise in the lead of your story…
- Lay out all the benefits of taking the action you’re suggesting…
- And deliver undeniable proof that what you’re promising can actually happen.
This is a powerful skill.
Newsletters that have a large circulation of readers and high retention rates are a publishing company’s bread-and-butter. But not everyone has taken the time to learn to write benefit-driven newsletter articles like you will as an Advanced Training member.
Steve Sjuggerud of Stansberry Research… Alex Green of The Oxford Club… Tom Dyson of The Palm Beach Letter… they’re all masters of the craft of newsletter writing…
Your expert for this session is one of the very best in the business, Steve Sjuggerud.
With over 600,000 subscribers between his two letters Daily Wealth and True Wealth, Steve is a legendary newsletter writer whose distinctive and engaging voice — along with his ability to communicate complex ideas effortlessly — has made him one of the most popular and best-read newsletter writers in the financial world.
Again, you might be wondering: Why teach a copywriter how to write a newsletter article?
It’s because a great newsletter article is like a mini-sales letter.
It has much of the structure and selling elements of a traditional sales letter… but instead of asking the newsletter reader to buy a product or service, newsletter writers build a bond… and a level of trust… with the reader…
And then he or she sells them on an idea — like that month’s stock pick… or why investors should move money out of the stock market… or why you should eliminate processed sugar from your diet… and so on.
Nobody’s better at this than Steve. In Module 4, he reveals and expands upon his three secrets to great writing:
- A Compelling Story
- An “Actionable” Recommendation
- All written in a “readable” way
And then step-by-step tells you bow to achieve all three, within the context of an 800 to 1,200-word newsletter “essay.”
Word of warning: DO NOT breeze through this Module just because you think you’ll never write a newsletter article.
It’ll make you a far better writer… and an even better copywriter.
And more importantly, it not only helps reinforce what you’ve learned about headlines, research, and writing…
It prepares you brilliantly for steps yet to come on your Advanced Training journey.
Module 5 — The Crucial “First Touch” of the Welcome Letter
A Welcome Letter — also known as a “Stick” Letter — is another important but “underappreciated” copywriting skill.
You’ve likely seen these.
They’re the email message you get shortly after you buy something online… thanking you for your purchase, reaffirming the good decision you just made… and letting you, the buyer, know what’s going to happen next.
Too many companies and copywriters treat Welcome Letters as an afterthought.
But they shouldn't — and, as an Advanced Training participant, we won’t let you.
You’ve written a great sales letter. You’ve done a masterful job of convincing someone to buy a product or take some kind of action…
Excited, they go to the order form… enter their credit card information… and click “Buy.”
That’s when the potential for “buyer’s remorse” comes in.
And the last thing you want is for the reader to change his or her mind and want a refund — because, as a general rule, copywriters don't get paid royalties on refunded products!
A great Welcome Letter nips that in the bud.
It reinforces all the reasons they wanted to buy the product in the first place… the Big Idea, the main promise, all the benefits, and so on.
In many ways, the Welcome Letter is a mini “nutshell” version of the sales letter you just wrote…
But that’s not all.
Often, a “Stick” Letter converts the customer from a mere buyer… to a committed customer.
It may even offer an immediate upsell to another or more expensive product — which can more in royalties for you, the copywriter!
So, in Module 5, you’ll spend time mastering the art of a highly effective “Stick” or Welcome Letter.
Your expert for this session?
None other than million-dollar-per-year copywriter Dan Kennedy.
We asked Dan to lend his expertise to writing a great Welcome Letter because few in our business have the innate ability to engage readers like Dan — which is precisely what every Welcome Letter you write MUST do.
Dan has prepared an amazing presentation which delves into the psychology of the buyer and explains exactly what a new buyer needs to know at precisely the right time… right down to the order of assurances he or she needs.
Furthermore, he’s gathered up his most successful examples of actual client “Stick” Letters he’s written over the years for such customers as Napoleon Hill’s “Think and Grow Rich”… to Burleson Orthodontics… to Welcome Letters Dan has written for his own companies.
Now, you might be wondering… “How can I write a Welcome Letter for a promotion I haven't written yet?”
We’re not letting you off easy on this one. This is too important of a skill to know…
So, once you’ve studied the technique, we’re going to have you write Welcome Letters for very successful existing controls… including ones from real clients participating in our Advanced Training program.
So not only do you benefit from the “bonus” of learning to identify and write about the main selling points of a very successful letter…
The Welcome Letter (or letters) you write and decide to send in could be chosen and tested as a Welcome Letter for a “live” product!
Module 6 — The Advertorial Article (and the Enormous Impact It Can Have on Your Sales)
Modules 1 through 5 are designed to “flex” your writing muscle and help you understand all the parts of a campaign that can drive readers to your sales letter.
But Module 6 is your first real foray into the world of “selling.”
And there’s no better place to start learning about selling than writing an advertorial.
An advertorial is really a sales letter disguised as a news article.
That’s not to say it doesn't deliver useful and interesting content like a good News Item or news story does…
It very much does.
But its main job is to “move your thinking” towards an idea, promise, or benefits you really want to drive home in a sales promotion — and to get you to either “take action” then and there… or click to a sales promotion that goes into more detail than the article ever could.
In other words, it’s a shorter, “softer” sell.
A good advertorial should be informative… it should be convincing… and it should come with an implied promise or benefit…
Meaning that it should be clear at first glance that if your reader reads the piece, he or she will benefit in some way.
But it should not telecast in any way that this is a sales letter.
You may be wondering — what’s the difference between an advertorial and a News Item which you’ll learn to write in Module 3?
Simply put, whereas a “News Item” is designed to get the reader interested in learning more about an idea… an Advertorial does more direct selling, under the guise of a newspaper or magazine-style article.
Advertorials and News Items are important in today’s marketing world because places like Facebook and many news sites do not want their readers clicking on an Internet Ad and arriving at a “screaming” advertisement.
It makes sense. If everyone knew there’s going to be a hard-sell promotion on the other side of those little ads, people will stop clicking them.
But they do allow advertorials — so long as the reader is able to glean some useful content from it that’s relevant to the ad they just clicked.
Advertorials are also used on the big advertising exchange networks such as Outbrain, Taboola, and Trulia. They look like mini news articles with an image, caption, and body content…
But more importantly, they let you reach more than a billion people every month!
That’s why they’re used more and more by all kinds of marketers — from all kinds of niches.
And they can have a huge impact on a company’s — and a copywriter’s — bottom line.
Needless to say, there’s an art to writing an effective advertorial that gets viewed by millions of people…
As Sandy Franks, your Copy Chief and Advertorial Module leader explains, there’s four elements to every successful Advertorial:
- The Headline
- The Lead
- The Transition (also known as “the turn”)
- And the “Call-to-Action”
You’ll learn how to execute each element like a seasoned pro as Sandy walks you through a series of highly successful advertorials from different industries.
This is another key module you won't want to miss. Not only is it a way to “ratchet up” your sales writing skills even more…
Lots of writers we know make very good six-figure incomes just from writing short, effective, “punchy” Advertorials for any number of clients.
But we’re only halfway through you “Master Class” journey.
Module 7 — Response-Generating Sales Emails
Module 7 is a big one.
So big, in fact, that we enlisted one of the best sales email writers in the business to be your expert for this module.
Ben Settle has turned writing highly effective emails into a lucrative six-figure income… and his insights will help you write sales emails that blow your competition away.
So just what are “Sales Emails?”
Also called “lift” emails — they’re short “teaser” notes, typically sent to your client’s in-house list of customers (so they’re NOT spam).
These emails have one goal: To get the reader interested enough to click on a link that will take them to a sales letter.
Seems simple enough…
But when you consider that the typical reader sees dozens, sometimes hundreds of these emails a day…
And that in most cases, they’ve been trained to know they’ll be taken directly to a sales message…
You need a message that breaks through all the clutter and really resonates with your reader.
That’s why writing these emails has become something of an art.
And make no mistake…
It’s a vital part of any sales campaign you’re involved in.
A lousy lift note can have a huge impact on the number of people who see your sales letter. But a great lift note will draw lots of eyeballs — and sales will skyrocket.
In fact, lift notes are such an important part of the marketing campaign that if sales are faltering… the first statistic marketers look at is how many people “clicked through” to the promo.
And in virtually every case, a bad response to a sales letter can be directly attributed to a weak lift email.
Of course, it all starts with the very first sentence your reader sees: The Subject Line.
If that doesn't grab their attention, not even your lift email — let alone your sales letter — will be seen.
That’s why Ben’s divided Module 7 into two sections: writing effective subject lines and writing effective email messages.
You’ll learn his market-tested and proven techniques for writing some of the most attention-grabbing subject lines you’ll ever see, with tons of examples, including:
- The “Shock Effect” approach…
- The “Ultimate Warning”…
- The “Curiosity” subject line…
- The “straight benefit” technique…
- The “Bizarre” approach…
- The “Contrast” method…
- And how to use plays on everyday terms, phrases, books, music, movie titles, and quotes to create memorable and relevant subheads that grab your reader’s attention.
Then it’s on to the email itself where Ben reveals his personal secrets for writing emails that not only encourage your readers to “click though” to your sales letter — but gets them “pumped and primed” to see your sales message as well.
Here, Ben reveals his “7 Rules” for writing highly effective lift notes — including the “metaphor approach”… Inspirational messages… the Q&A method… and messages that stir up controversy.
No program I know teaches you the finer points of this absolutely crucial marketing skill.
But with Advanced Training and Ben’s guidance, you’ll be an expert in a matter of days.
Module 8 — Customer-Driven Autoresponder/Gauntlet Series
As a copywriter, understanding the role autoresponders can play in a marketing campaign — and how to write them — is yet another way for you to bring tremendous value to your client…
And make a lot more money as a copywriter…
Autoresponders are a series of pre-written emails that automatically continue the dialog with your customer by offering valuable and useful content on subjects you know they’re interested in.
Now, three out of four messages in a typical autoresponder series sell nothing. Instead, they build up trust and goodwill…
So, when you do come along with another offer aligned with their interests, they’re more likely to buy because of the relationship you’ve built up with them.
And if that new offer happens to be connected to a sales letter you’ve written… well then, that’s just more royalties and income for you.
The great thing about a well-written autoresponder series is they’re “evergreen” — you write them once and they can be sent out time after time to all new customers without being edited.
Autoresponders work day and night for you, continually reaching out to your customers with valuable trust-building content — and relative sales offers.
They also help reduce refunds rates. Marketers hate high refunds. So should you. Refunds take away from the company’s overall profits. Plus, as a copywriter, they can impact the royalties you earn.
With so many products to offer its members, AWAI uses autoresponders extensively.
That’s why we chose to have Rebecca back to guide you step-by-step through all the stages of a very simple autoresponder series (typically consisting of four or five emails) — to more complex series, which can involve a dozen or so letters that go out to different customers depending on purchase selections.
Rebecca’s lesson on autoresponders and “gauntlets” — which is just the name or a series of autoresponder letters — will give you a huge advantage in the marketplace.
That’s because most copywriters working today don’t have a clue about how to write an effective gauntlet series. Often, it’s a job left to marketing departments, people who don’t necessarily have the important “persuasion” skills you have.
The ability to write autoresponder gauntlets is yet another added level of value you can bring to your clients.
But more importantly, it’s an extra “billable item” for you… and a way for you get more people reading your promotions and earn even more royalties.
Module 9 — Keep Sales Rolling: Revising a Control
The ability to refresh an existing control is another income-boosting skill every copywriter should have.
The reason is simple.
While it can take anywhere from six to eight weeks to create a new marketing campaign… you can “freshen up” an existing control — either your own or someone else’s — in just a few days.
That not only keeps royalties flowing for you… it means your client can be marketing new and relevant copy rather than having to wait all that time for new sales packages to be written.
So what’s it take to “freshen” a control?
Very often, it’s just about finding a new way to say what the current control is already saying.
Other times, it’s just a matter of adding a new headline and lead — and tying it into the rest of the existing package…
Regardless, simply by using this veteran copywriters’ trick, you can potentially keep a control running two, three, even five years.
My colleague Paul Hollingshead has done this many times over his career — freshening packages once thought to be dead — to the point where they’re generating tens of thousands of dollars in “extra” royalties for him each and every year…
And remember — it doesn't even have to be your sales package that you “refresh”…
Very often, your client will have older sales letters that have performed well in the past that, using a few simple tricks you’ll learn in Module 9, you can revise in a matter of a few days…
And generate added income through a split royalty arrangement with the original writer.
“A-level” copywriter Marcella Allison will be your expert for this module.
Marcella has written controls for clients including BottomLine, Soundview, Healthy Directions, Motley Fool, Weiss Research, Agora Publishing, and more.
In Module 9, she’ll show you more than a dozen “tricks” you can use to refresh an old control — typically in a day or two. Sometimes it’s as simple as updating a track record… finding a new term for the Big Idea… or rewording a headline.
Many times, copywriters will find a strong idea “buried in the package” and bring that up top as the new Big Idea…
There are many, many tricks — and Marcella covers them all in this fun and fast-moving section.
And here’s something else…
Revising controls is excellent “practice” for aspiring writers… and a great way for new writers to break in with clients.
Simply identify clients you’d like to write for… get on their lists… look for “control” promotions that have been around a long time… use Marcella’s tips from Module 9 for giving them a fresh look… and approach the client with your ideas for a refresh.
As marketers ourselves, we don't know of too many direct marketers who would turn down an opportunity to use an existing control to boost revenues!
Module 10 — Captivating Landing Pages
Okay, we’re building up to the big guns here…
The landing page is the place to which all your ads… all your email lifts… all your gauntlet letters… all your outside marketing efforts “drive” your potential buyer.
It’s also the place you send the prospect to sign up for a free report or free e-letter.
And in every case — it’s got to be great!
In an instant, your prospect must be able to see the immediate benefit of staying on that page and settling in to read that long-form sales letter of yours… or watch your sales video… or give their name and email address to receive something of value or at no cost.
That’s where design and copy must come together to create a unique and powerful experience for your reader/viewer.
It must be compelling…
It must be something new…
There must be an implied benefit or value in sticking around…
It can’t “scream” sales message…
There has to be urgency…
And it has to convey a sense of “usefulness” to the reader.
In other words, whether your sales message takes the form of a written letter or a VSL, the landing page can “make or break” your copy’s success.
Now, a lot of junior copywriters treat the landing page as an afterthought. Or else they leave it up to marketers or their clients to create it.
That’s a big mistake and it can cost you dearly — not only in money but in reputation too.
That’s why we’ve dedicated an entire module to making sure you have the skills needed to write and design a landing page that will instantly engage your reader and keep him or her on your sales promotion.
And we’ve brought in one of the best online marketers in the business to be your expert for this module — Nick Usborne.
Nick’s client list reads like a who’s who of the business world: Citibank, Apple, Disney, Chrysler, TV Guide, Diner’s Club, New York Times, Franklin Mint, WebEx, and countless others.
And since 1998, all his efforts have been focused “online.”
And when he’s not writing for major clients, he’s using landing pages and web copy to generate his own streams of income.
For instance, Nick’s a huge coffee lover, so he built a website dedicated to it.
Since launching that site, he's earned an extra $250,000 of income. He even gets coffee machines, coffee beans, and other related coffee items for free from manufacturers who want him to write a product review.
He writes all his own content and landing pages. He's tested hundreds of landing pages and knows which ones work best.
Nick will walk you through successful designs… effective visuals… how much copy is too much and how much is too little… even the kind of typeface that’s proven to work best.
He’ll share his “5 Fundamental Rules” for landing page success — from having a rock-solid understanding of the goal of your landing page — to having a clear “call-to-action.”
But most important, it’s all about having a message that connects with your reader in a powerful way. So Nick hones in on choosing the right words for your landing page — so you have a message that’s right for your product… and one that resonates with a reader who would be interested in that product.
You’ll learn the importance of “Clarity First, Cleverness Last”… “Proof By Numbers”… how to use “Social Proof”… how long your landing page should be… and much more.
And thanks to Advanced Training’s “guided ascension” approach — by the time you reach the “Landing Page” module, you’ll have all the tools and instincts to write a great one!
But there’s still more to learn…
Module 11 — The Pinnacle of Your Career: The Sales Letter
As you know by now, everything you do as a copywriter revolves around “The Sales Letter.”
Depending on the product you’re selling — it might be a four-page paper “insert” — a 1,800-word web page… or a 50-page financial sales promotion.
The sales letter contains your entire sales message:
- The Big Idea…
- A compelling headline
- A promise-based lead…
- All the benefits (and sometimes features)…
- All the proof of what your product can do for your reader…
- The offer… the guarantee… the close.
It’s all there.
That’s why we call the “Sales Letter” module “The Big One”…
So big, in fact, we’ve divided the “Sales Letter” Advanced Training module into two parts:
“Headline and Lead” and “Body and Close.”
And we recruited two of the most successful copywriters in the industry to teach you the ropes of each — legendary copywriter Bob Bly… and one of the hottest writers working today, Carline Anglade-Cole.
Of course, it’s impossible to talk about all the elements and nuances of an entire sales letter that you’ll be learning in this comprehensive two-part module.
But here’s the good news…
Thanks to all the skills you’ve mastered leading up to this key module — you’ll be in the best possible position to write a masterful sales letter than trying to write one without these essential skills.
By that I mean:
You’ll have a far better understanding of who your client is…
Your core writing skills will have reached a very high level…
You’ll be writing tighter, leaner, more concise copy…
You’ll understand the importance of research…
You’ll be expressing bigger, stronger ideas much more clearly and confidently…
And perhaps most importantly…
Your newfound “big picture” view of the marketing process means you’ll know the exact path your reader has taken to get to the point where he or she is reading your letter…
So your connection with your reader will be much more authentic… much more honest… and much more intimate.
Carline will be your expert for the “Headline and Lead” portion…
She trained under legend Clayton Makepeace and has since written some of the most successful and memorable controls for the health field.
She’s a “million-dollar copywriter” who’s won numerous awards, thanks in large part to her ability to write edgy, attention-grabbing headlines and engaging leads…
Needless to say, her clients love her:
“Carline Anglade-Cole is without a doubt one of the finest copywriters I’ve ever had the pleasure to work with. She’s extremely talented, fast, and has an amazing number of controls to her name. I’ve personally witnessed another well-respected business owner grovel and beg for a slot on her busy schedule. If you are ever fortunate enough to sign Carline up, you’ll understand why. Definitely one of my favorite people to work with.”
— Layne Lowery, President, Health Resources
"Her copy is so hot, thank goodness she's married to a fireman! It's not often a new writer is added to our ‘go-to’ arsenal, particularly as quickly as Carline was. We still miss having her as an employee, but the controls she's given us as a copywriter help temper our grief. We would hire her to write for us even if we didn't love her as much as we do."
— Erica Bullard, Chief Marketing Officer, Healthy Directions
Carline has crammed her half of the “Sales Letter” training module with all her high-level wisdom, including her five proven “components” of a successful headline… 10 “headline types” guaranteed to get your reader’s attention… as well as the two that win for her every time she uses them (with dozens of examples, so you can see them in action!).
She even gives you her personal “headline templates” you can use to get any promotion started!
Carline’s just as generous with the leads section, sharing everything from her “7 Favorite Lead Types” to the five biggest objections you MUST overcome in your headline and lead.
Of course, her co-partner for this module is no slouch either!
After all, nobody in the business has written more copy or knows more about how to structure a successful sales letter than Bob Bly.
He so highly sought after and respected, he’s forced to turn down far more jobs than he takes on.
He's written a slew of books on copywriting including: Getting Started as a Freelance Writer, Bob Bly's Guide to Freelance Writing Success, The Secrets of a Freelance Writer, The Copywriter's Handbook, and How to Get Your Book Published: Inside Secrets of a Successful Author.
When he shares a secret for writing body copy and the close, everyone (especially “A-list” writers) pays close attention, hanging on his every word.
And in his “Body and Close” section of Advanced Training’s Sales Letter Module, he holds nothing back.
One of the most important messages you’ll take from Bob is his fantastic lesson on the “Motivating Sequence,” which shows you in very clear terms how every sales letter you write needs to be organized.
You’ll learn about Bob’s unique take on the Four-Legged Stool — the four crucial elements EVERY sales letter must have to be successful.
In very simple terms, Bob explains “The Big Idea”… the “Unique Selling Proposition”… and the powerful concept of “False Logic.”
You’ll learn his famous “I’m a Dummy” approach to sales copy — a technique he’s used with great success over his nearly 40 years in the business.
He’ll share his “Features and Benefits Pyramid” and his “Great Offer Checklist”…
And much, much more.
Between Carline and Bob, you’ll have everything you’ll need to put together a professional sales letter… explained to you in the clearest, step-by-step terms.
After nearly a dozen modules, writing the sales letter is just a matter of “putting together” all the skills and techniques you’ve learned over your previous modules…
But, there’s one more piece to the puzzle any modern-day copywriter is going to need to master:
Module 12 — Ultimate Moneymaker: The Video Sales Letter
You’ve worked your way from the “ground floor” up…
You’ve honed your skills writing headlines, starting with short Insert Ads…
You’ve learned to write and structure your sales message through News Items, advertorials, newsletter articles, and so on.
You appreciate the importance of research when it comes to finding the Big Idea and leading your sales message with highly credible proof.
And with Bob and Carline, you now have all the skills to write a great sales letter.
What’s left to learn?
Well, there’s no hotter format for delivering your sales massage right now than the “Video Sales Letter” — known in the industry as a VSL.
Skillfully converting your sales letter to a successful VSL can double, even triple your sales promotion’s response.
And as a copywriter who gets paid royalties… it can mean hundreds of thousands more in income for you each and every year.
VSLs are so powerful because they have the potential to engage your reader on a much higher level.
With a VSL, you can look your reader in the eye…
You can easily demonstrate concepts that are difficult to convey with the written word…
Add all kinds of visual support material: charts, graphs, pictures, videos — at the precise time they’re most effective.
Video Sales Letters let you dictate the tone of the letter — whether it be a fast-paced “breathless” ad that conveys urgency and excitement… or a more serious delivery, where you want credibility and authority to be paramount.
You can add “live” video footage or audio endorsements and testimonials from users and experts — a technique that, executed properly, can be much more powerful than a simple written testimonial.
And then there’s this…
Creating a VSL can be more fun!
It lets you be extra creative… break new ground… and explore new marketing techniques that can refresh “old, worn out” copy and earn you thousands of extra dollars.
There are certain rules to follow when adapting your sales letter to a VSL.
First and foremost, the copy, or “script” must read well and flow properly.
There’s a certain tempo to a successful VSL — and a balance you must strike between the words spoken, the visual message, and all the images that support your promises and claims.
There’s length to consider. Promotions for some products can be longer than others.
There are tricks to a good landing page.
All these — and more — are what this Advanced Training module will cover…
Your expert for this session will be the gentleman many regard as the pioneer in mastering the VSL format…
Copywriting legend Clayton Makepeace.
Clayton has made billions (over $1.5 billion, to be more precise) for his clients writing high-performance VSLs and routinely enjoys “million-dollar income years” as a high-level copywriter…
His copy works. Period. A promotion he wrote for Weiss Research brought in $15 million in just a few months in 2015. And then he started 2016 with a bang… with another sales letter he wrote that generated $1 million per week.
He earns royalty income of up to $3.6 million a year.
Even with all his success, nobody’s more generous in sharing his knowledge with AWAI members eager to learn than Clayton.
And through Advanced Training, you will have an opportunity learn from this elite talent.
You’ve seen the “learning path” Advanced Training takes you along…
From simple space ad — to sophisticated VSL. With top copywriters guiding you… real-time “live” assignments to inspire you… monthly feedback on your writing if you’d like it… and, of course, your Copy Chief to help you every step of the way.
But there’s one more “Big Event” we’ll share with you.
In fact, ONLY Advanced Training members will ever see this… and for a very good reason. (You’ll understand why in a moment… )
I’m talking, of course, about the marketing strategy Aaron DeHoog and his team used to generate over $11 million in sales over a 24-hour period.
To put it into some perspective, even the most successful sales letter and VSL campaigns that proceeded it were considered a HUGE success if they made $1 million in a day.
This blew that right out of the water.
So how did he do it? And more importantly, how can you bring this strategy to your clients?
Here are some details on what we’re calling…
BONUS MODULE — The “Ultimate Hotlist” Marketing Campaign
The “Hotlist” model very much represents the new direction of many high-level online marketing campaigns are taking.
And as an Advanced Training member — you get an exclusive firsthand look at one of the most successful in history.
Like so many campaigns before it — this wildly successful marketing effort is centered around a very traditional sales letter…
But what made this effort different — and so successful — was what happened before anyone even saw the sales letter.
First, they created something called a “hotlist.”
Now, building a hotlist is very simple. You send out an email that promotes a very exciting event on a specific day and you invite people to attend for free, simply by entering their email address.
You collect those email addresses and you end up with a very large list of “qualified” people — folks who you know are very excited about hearing what you have to say.
But this campaign took the idea of a hotlist several steps further…
Not only did it get qualified people to sign up to watch the webinar promotion through a series of emails…
It got them so excited about the webinar and so excited about what they were going to learn — that they were already predisposed to buying the product before the webinar even began!
So what was the secret?
First, the copywriter wrote a series of very compelling “hotlist” emails to get people to sign on to a free webinar where, in this specific case, they were going to be taught a very specific secret for learning how to make money in the stock market.
And as part of this Advanced Training bonus event, Aaron will show you how to write those. He’ll even give you examples of the ones he used for the campaign so you can see firsthand how they were written and why they worked so well.
But the real secret to the success of this campaign was the high level “contact” the group made with hotlist people after they had signed up…
It was like a second “mini campaign” consisting of seven “content rich” emails leading up to the webinar event — one each day…
Messages that not only ratcheted up excitement for the webinar event… but made the reader become highly engaged as well.
For instance, one of the emails asked them to write in and say what they’d do with the $100,000 they’d earn from this “investment secret” — and that their answer would be shared during the live event.
So naturally, people who responded tuned in to see their response.
But that’s just one “engagement” technique.
Now, just to be clear…
We’ll show you all the actual content Aaron and his team used to build excitement for marketing event.
But more importantly, we’ll show you how to structure a new campaign for any product… for any client…
You’ll learn how to execute every aspect of the campaign.
From the very first email that invites people to join the hotlist… to the landing pages the reader sees… to all the “excitement” emails… to the sales promotion that served as the webinar event.
But that’s not all…
You’ll also learn about all the follow-up emails and mini-letters that went after the campaign… urging people who didn't sign up during the webinar to get in while they still can.
Of course, I’m just giving you a taste of the strategy and what you’ll learn here.
But make no mistake:
This is a rare and unique opportunity for you to learn what amounts to a “proprietary secret” for generating millions of dollars in sales.
By signing up for it today, you’ll be one of the first to experience it.
And don't forget.
Aaron is in the same boat as virtually all successful marketers in our industry…
Hotlist campaigns like this one are massive efforts. They take a lot of copy, often from multiple copywriters.
If he’s going to have more successes like this one, he’s going to constantly be adding new copywriters to his team who know how to execute these high-level campaigns.
That’s why he’ll be offering specific writing assignments relevant to the kind of “hotlist marketing” he’ll be teaching you.
As a copywriter, you can’t afford to miss out on this knowledge…
Or this extraordinary opportunity.
And while we’re on the topic of assignments…
Let me talk a little about how those work.
Getting Marketers’ Attention
You may be wondering:
“How can the writing and work I do within the Advanced Training sessions lead to important connections with top marketers in our industry?”
There are no guarantees, of course. But here’s the understanding:
The marketers and copywriters we work with are extremely busy. They have endless letters to write, deadlines to meet, and campaigns to run.
And yet they’ve set aside valuable time — without compensation — to help us create a learning experience for you that replicates the way they work with their own new writers.
Now, as good as our relationship with these folks is… they’re not doing it just to be kind.
In the end, they want new writers.
So we have an understood agreement with them:
‘As Marketers, we’ll collaborate with you on Advanced Training, so long as you monitor the writing being done for us and send us the best efforts you see.’
That’s why, throughout your entire time in Advanced Training…
You are encouraged to submit your best assignments to us. (Reminders and submission instructions will be on your Member Page.)
We’ll review every assignment received — and honor our commitment to send the best examples to the marketers who have asked for them.
Now, I won't pull any punches with you.
Not everything you submit is likely to make the grade first go-round.
And even though the copy doesn't have to be perfect… what marketers are looking for in new writers is a “spark of potential.”
That can mean a good example of a compelling idea presented in a clear and engaging fashion…
It can be a knack for writing personally engaging emails…
Maybe you have that rare ability to write highly-compelling space ads — the kind a reader simply can’t help by click on…
Or perhaps you really “click” with Aaron’s “hotlist” lesson and you write an engagement message to a hotlist member that demonstrates that “you get it.”
That’s what marketers are constantly on the lookout for…
That “spark” that sets your writing apart from all the other writing they see.
But I hope you can appreciate that this opportunity to make an impression — to get your work seen by top marketers — is a terrific “bonus” opportunity for you.
Here’s another valuable bonus…
Given each session requires you to have a good, clean written sample of the project being studied, you wind up with a comprehensive portfolio of writing samples:
- Insert Ads
- News Items
- Email samples
- Landing pages
- Even Sales Letters and VSLs!
Something you can post on your website or show prospective clients at any time.
And remember, most of the assignments you’ll be working on are for real products from real clients who are known and respected in our industry…
So any client looking at your samples will be able to get a very clear indication of your abilities as a writer.
The bottom line here is this…
The Most “Learning Intense” Program We’ve Ever Created
Advanced Training is the first program we’ve ever created where you’re taught by a cross-section of industry experts in the most important disciplines in copywriting today.
It’s a serious program for those who are serious about gaining the skills you’ll need for a high-level career in the modern-day world of e-commerce copywriting.
It’s for those willing to make an honest effort — and those who appreciate that to be the best you need to learn from the best.
Advanced Training is loaded with up-to-the-minute strategies for today’s market.
As you can imagine, given the intensity of this learning experience… the interactive nature of it… the experts you’ll be exposed to… the regular opportunity for feedback… the chance to submit your work to clients who are desperate for new writers…
You’ll want to set aside time to work at this — and write — nearly every day.
How long will it take you?
That depends on how much time you give it. Our best estimates suggest you can gain a solid understanding of these “Advanced Training” concepts in as little as 90 days.
But the great news is — now that the “beta” testing of the program is over — you can work entirely at your own pace.
There are no “set times” for instructions. No hard deadlines to meet. No worry about falling behind.
As of today, all 13 modules are waiting for you “online” — and they’ll be there whenever you needed them… as often as you need them… and for as long as you need them.
Now here’s the thing…
Advanced Training is an “organic” program.
New Modules We’re Working on Right Now
As I mentioned before, we’re constantly adding new program modules as new techniques emerge.
For instance, we’re currently in the early stages of creating a brand-new learning module that focuses exclusively on “The Big Idea” based on a proprietary technique used by one of the most successful copywriters in the world.
We can’t say much at this point, because details are still being finalized. But rest assured…
Based on what I know of this technique and the enormous success writers working with this world-renowned copywriter have had with it — you won’t want to miss it.
And by signing up for Advanced Training today — you won’t.
That’s because this is a lifetime program. Not only do you have access to every current module forever — you also have access to all the new ones we add in the future… at ZERO additional charge.
Which brings to mind another new module we have in the works… an entire module dedicated to “The Order Device.”
So many copywriters treat the order device as an afterthought. Huge mistake. Testing at Agora — the biggest information publisher in the world — has found that an order device can have as much as a 40% impact on sales…
In other words, a poor order device means a promotion that should do $1 million in sales might only generate $600,000. At average royalty rates, that could cost you as much as $12,000 in income.
That’s why we’re in the process of convincing one of the best order device writers we know at Agora to help us create a new learning module exclusively for Advanced Training.
It’s just one more way we can make you an all-around better writer.
We have other ideas in the works too…
Remember, I said we plan to invest hundreds of thousands of dollars into this program in the coming years… simply because we view it as such a huge “stepping-stone” to every copywriter’s success.
Another session we hope to add is from another highly prolific “A-level” copywriter whose mastered a technique for going from a blank page to finished promotion and ad campaign in as little as six weeks.
That’s research, writing, support material, landing pages — everything.
If you can write a letter every six weeks, it means you can double the output of the average copywriter. And it doesn't take a financial wizard to figure out that double the output can mean double the income.
Again, when it’s ready, access to this module is yours at no extra cost once you’re an Advanced Training member.
Which brings us to the question…
What Does Advanced Training Cost?
As you can imagine, Advanced Training is not cheap.
Remember, this is a commitment from us and top professionals in our industry to give you a complete education in “A-level” copywriting…
Every element you’ll need to launch and sustain a professional print and/or e-marketing campaign for any client you’ll ever have.
You get to learn from some of the top writers and marketers in the business — Clayton Makepeace, Carline Anglade-Cole, Nick Usborne, Ben Settle, Dan Kennedy, Steve Sjuggerud, Bob Bly, John Forde, Marcella Allison, Aaron DeHoog, and AWAI’s own Rebecca Matter.
You’ll get you own “Copy Chief” — AWAI’s Copy Chief, in fact, Sandy Franks… who shares with you everything she’s learned in her nearly 30 years in direct response… as she guides and encourages you throughout each of the modules.
Plus, you can now take all the time you need to learn each skill… and go back to “relearn” anything you feel needs extra focus, as often as you like!
Plus, as we add new learning modules to Advanced Training — you’ll be among the very first to experience them
In other words…
Your access to Advanced Training never ends.
It’s for life.
And, for all that the price for lifetime access to Advanced Training is $2,900… an amazing educational bargain.
For that price, you get 13 high-level learning experiences to start…
Each one designed to take your writing to the next highest level.
All for just $223 per module… not including the bare-minimum of three new modules we’re looking at adding to the program in the coming months.
But here’s the thing.
The program won't be priced this low for long.
With all the enhancements and improvements we’re making to this, our “A-Level” flagship learning program, the new price will be at least $3,900.
To be clear the next time we offer Advanced Training — you’ll pay a much higher price to access the exact same benefits you’ll be entitled to through this offer today.
So let’s recap what you’ll get:
- Full, immediate, and “anytime” access to all 13 learning modules for life:
- Module 1 — Revenue-Boosting E-letter Insert Ads
- Module 2 — Mastering the “Lost Art” of Research
- Module 3 — Writing Simple Eye-Catching News Items
- Module 4 — The “Highly-Coveted” Newsletter Article
- Module 5 — The Crucial “First Touch” of the Welcome Letter
- Module 6 — The Advertorial Article
- Module 7 — Response-Generating Sales Emails
- Module 8 — Customer-Driven Autoresponder/Gauntlet Series
- Module 9 — Keep Sales Rolling: Revising a Control
- Module 10 — Captivating Landing Pages
- Module 11 — The Pinnacle of Your Career: The Sales Letter (2 parts)
- Module 12 — Ultimate Moneymaker: The Video Sales Letter
- PLUS, the new, proprietary BONUS MODULE — The “Ultimate Hotlist Strategy” Marketing Campaign…
- The opportunity to participate in monthly live copy critique “Hot Seats” by working pros…
- All the support materials you’ll need to complete each lesson module…
- All research material, placed on your exclusive site, for easy access…
- The opportunity to submit any writing assignment, for any live project and any real client — anytime and as often as you like…
- 24/7 Access to the Members-Only Advanced Training Member Page…
- Access to an always growing list of “Bonus Sessions,” like Copywriter Book Club discussions… An inside look on how to impress your Dream Clients… Expert Interviews… the Copywriter’s Essential Library… “Direct-Response Controls” with detailed analysis… and much more…
- Plus any new modules we add… for the entire life of the program.
- And much, much more and we enhance and grow the program.
Of course, we want you to be completely happy with the program and 100% certain Advanced Training is for you.
Your Satisfaction 100% Guaranteed:
So we offer this unconditional guarantee:
It’s that simple.
So if you’re ready to take an enormous step in your copywriting career…
If you’re eager to work with real marketers…
If you’re excited about writing under “real industry” conditions with an experienced Copy Chief guiding you every step of the way…
If you're ready to master all the copy assignments you’ll ever be asked to write…
Sign up for Advanced Training right away.
Remember, the skills you’ll learn here not only bring real value to your future clients — they’ll give you the knowledge to create full marketing campaigns that can multiply your income exponentially.
You’ll have a chance to review everything one more time, including information on an extra bonus for paying in full or details on our convenient payment plan option, before you sign up…
This is a rare opportunity to be trained by some of the most accomplished and talented people in our industry…
Through a never-before-offered “guided ascension” program that teaches you everything you’ll ever be asked to write in this “new era” of Internet-driven marketing.
But even more important — the next time you see it offered the price will be higher.
And you can take comfort in knowing that you’re entitled to a full refund if you change your mind within 60 days of purchasing the program.
Or, if you have questions, or you would like to sign up over the phone with one of our knowledgeable Member Services folks, please call toll-free 866-879-2924 from 9 a.m. to 5 p.m. (Eastern Time).
To your success,
Co-Founder and Executive Director, AWAI
P.S. If you have even the slightest interest in Advanced Training, I recommend you secure your spot now. Given the hands-on aspect of Advanced Training — we can only accept so many new members with each invitation. Don't wait. Secure your spot. Go here now.
And remember, if you get in and decide it’s not for you, you can always ask for a refund under the terms of our 60-day guarantee.
American Writers & Artists Inc.
101 SE 6th Avenue, Suite A
Delray Beach, FL 33483
(561) 278-5557 or (866) 879-2924