The Absolute BEST THING
You Can Do to Assure Your
Success as a Top-Tier
Copywriter in 2024… … Even Before You Start Writing!
more confident, and higher-paid writer…
in the eyes of the clients and businesses
who’ll be hiring you!
Hi there,
Rebecca here…
If you’re striving to become a better, more well-rounded, and higher-paid copywriter…
Learning about marketing is the very BEST thing you can do.
It won’t take much…
Or very long.
But by doing it, you’ll once and for all obliterate the biggest obstacle standing in the way of all new copywriters when they’re starting out…
An obstacle you probably don’t even realize is limiting your potential!
Because once you understand marketing…
That’s when EVERYTHING changes…
Any blind spots you might have about your role as a copywriter — and the incredible value you can add to every client’s business — will vanish forever.
It’ll be virtually impossible not to become a better writer.
You’ll have more clarity.
Your confidence will soar.
Every client you work with will see you as a valuable partner and go out of their way to keep you.
And you’ll be poised to make far more money as a writer than you ever thought possible.
Today Is YOUR Turning Point
In fact, when we talk to copywriters about the biggest turning points in their careers…
It wasn’t any single writing skill or secret they learned…
Or that their copy just got “magically better” one day.
It happened when they made a small “shift” in their thinking — and took an interest in learning as much about the marketing side of copywriting as they could.
Like Guillermo Rubio…
This shy, unassuming one-time barista loved to write and wanted a career that gave him the money and freedom to live and work from anywhere.
So, like you, he came to AWAI with the goal of becoming a copywriter.
And just like you, he was committed to learning.
He bought our flagship copywriting program and started working diligently on his writing skills.
And thanks to his persistent efforts, he began landing clients and making decent money as a copywriter.
But he quickly realized reaching that “next income level” had less to do with becoming a remarkably skilled writer…
And MORE about understanding how marketing works.
In fact, the more he learned and the better he understood it — the faster his career as a writer started to take off.
He said it gave him a “bigger and deeper” understanding of the industry as a whole… and how clients intended to use his copy.
That, in turn, gave him more confidence.
It helped him write stronger, more “purposeful” copy.
He said it also sparked a desire to learn and grow that has not stopped to this day.
This Only Happens to
“Special” Writers
But what should interest you most about Guillermo’s story is what clients (like me) started to do once we saw his knowledge of marketing grow…
Something marketers will only ever do for a handful of very “special” writers.
I proactively took extra steps to make certain we never lose Guillermo as a writer.
And that meant:
- Raising his fees (without him having to ask)…
- Boosting his royalty percentage deal…
- Offering him a generous monthly retainer…
And not only did I make certain he had all the writing he wanted…
I gave him ‘first choice’ when it came to the projects we offer to freelance writers.
And it’s all because of the sheer VALUE Guillermo brings to us as a result of this knowledge.
And we weren’t Guillermo’s only client to do this.
Others followed suit.
Which, for Guillermo, meant three career-altering things:
- He could “pick and choose” the clients he wanted to work with and the projects he wanted to work on…
- He had total control over his workflow, and…
- He was making hundreds of thousands of dollars more as a copywriter each year than he was earning prior.
Which is why I’m writing you today.
I want YOU to have a better understanding of the basics of marketing too…
So you can see the bigger picture… write more “on-point” copy… and become much more valuable to your clients…
Just like Guillermo is today!
Now…
I know you might be thinking…
“Rebecca, I signed up for the writer’s life…
Like Guillermo, I want to make great money writing about things that interest me from anywhere in the world…
But you want me to learn about marketing?!”
Here’s what I want to make very clear before you read any further:
You don’t need to know
everything about marketing to be
a smarter, more valuable, more successful writer!
After all, the role of a professional direct-response marketer is highly complex, requiring a wide scope and depth of knowledge involving metrics and data points most copywriters will never need.
Instead, what I’m talking about is a handful of core marketing concepts top copywriters know — and you should too.
In fact, they’re so key to your success, I’m going share a few of them with you here, just ahead.
I promise you…
Once you learn them…
And come to understand them…
It could just be that “a-ha moment” you, as a new copywriter, have been waiting for.
We’re talking a true transformation…
Everything you’re learning about writing, copy, and persuasion will suddenly fall into place and make complete sense.
You’ll have more clarity when it comes to your writing…
You’ll be able to connect with the readers you’re writing to in a much more powerful way.
You’ll have more confidence when it comes to meeting and working with clients.
And any “blinders” or uncertainties you might have had about the direct-response industry as a whole…
Will disappear forever!
More Money in Your Pocket!
But knowledge, confidence, and clarity aren’t the biggest reasons to make the small effort to understand the basics of direct-response marketing.
Like Guillermo and so many other writers have discovered…
Your income will soar!
And here’s why:
After more than 25 years as a marketer, I’ve come to realize there are “two types” of writers in our industry.
There are the writers who learn writing skills… land some clients…
And then they wait for an email from those clients to tell them what they need written.
We call these “writers-for-hire.”
They make up the vast majority of writers out there who write and help execute a plan that others tell them to.
Which is fine.
If you have good clients who understand marketing and appreciate the importance of strong copy…
You can make decent money as a “writer-for-hire.”
The downside is you never have true control over your career and income because you have to “wait” for clients to hand you your next paid assignments.
Then, there’s the “second” kind of writer…
That’s the Writer YOU Want to Be!
Writers who take that extra step and commit to understanding the basics of marketing.
Writers like Guillermo… and, I hope after our time together today — you!
These writers are part of a much smaller, more in-demand group.
A copywriter who understands marketing has an opportunity to make a lot more money.
You’re also in much higher demand…
Because every marketer I know would prefer to work with copywriters who know marketing.
You’re more in sync with your marketing team…
The copy process always runs smoother…
And the results are always much, much better.
Copywriters who know marketing also provide an invaluable service to the millions of businesses out there who may not have a big, fancy marketing department.
You’ll have the knowledge to assess their copy and digital marketing needs…
Point out revenue-boosting opportunities your clients have either missed or simply don’t know exist…
And then help them create and write a basic campaign that will help them get more customers… generate more sales… and add bigger profits to their bottom line.
Just imagine…
You’re invited into a client meeting.
If you’re merely an “order taker,” your role will be a more passive one.
You’ll sit and listen, not sure what some of the terms they’re using mean, and hesitant to offer ideas or suggestions because you know those marketers know more about executing any kind of marketing plan than you do.
So you sit, perhaps a little nervous and intimidated, and wait for your instructions.
But as a copywriter who knows marketing — you’ll understand what’s being said and what your client’s objectives and goals are. Your clients will be looking to YOU for ideas, solutions, and a plan.
And you’ll be able to provide them because you know marketing.
You’ll be able to tell a client they should be emailing their customers more often, and what those emails should say.
You’ll feel confident talking about lead generation strategies and being able to map out — to their delight — an actual plan for executing it.
You can explain the benefit of a welcome series… a new customer sales gauntlet… retention and reactivation campaigns… and more.
And because the value you bring to that meeting is so much higher as a writer and consultant — so is the money your client is willing to pay you for your expertise!
Here’s a practical example of what I’m talking about…
$500 or $7,000?
It’s YOUR Choice!
Let’s say there’s a pet store owner who’s also happens to be a professional dog trainer in your hometown.
And he’s looking for a copywriter to write a blog post he can put up on his website that will demonstrate his dog-training expertise so more dog owners will call and hire him.
Copywriter #1 — the “writer-for-hire” with a limited knowledge of marketing — would take that call, discuss ideas for the post, write it… and bill the client $500 for the article.
Job done — until the next one comes along.
Now suppose that client calls you…
But you’re not the “writer-for-hire” Copywriter #1 is.
You’re a copywriter who knows marketing!
So while you would also agree to write that blog post for the going rate of $500…
Your “work” has just begun… and so have the benefits for your client.
That’s because — as a result of your higher level of marketing knowledge…
You’ll know there is so much more you can do to deliver the new business he’s looking for than a simple blog post ever could…
You’ll know all the copy projects you can write for any client and where they fit into the marketing puzzle.
And you know exactly how to help him.
For instance, you’ll know the importance of making sure the article you write is search engine optimized so more people looking for dog trainers would find that article online.
You’d likely suggest writing a handful of display ads for Google and social media sites to attract even more eyeballs to the article.
Then, you’d suggest having a link to a landing page you create…
Where you’d offer a free “lead magnet” report (which you’d also write) in exchange for a prospect’s name and email address.
See what’s happening here?
Now you’ve landed three additional writing projects…
Simple writing projects that can pay you an extra $1,350 to $3,250, based on AWAI’s 2023 State of the Industry Pricing Guide.
But that’s not all.
Now that your client has the email addresses of a growing list of perspective customers, you can help him “talk” to them on a regular basis via email...
Maybe offer a quarterly e-newsletter on training tips…
Of course, everything needs to link to a sales page or website which clearly outlines all your clients’ services, methodologies, pricing, and makes a compelling offer…
It may even feature case studies, where your client details multiple cases where he’s helped dog owners get unruly dogs under control.
Are you beginning to see the power of being a copywriter who understands marketing?
Not only do you bring tremendous value to a client who may be too busy running his business to know all the ways copywriting and digital marketing can help them grow…
You’re able to turn a single $500 writing project…
Into more than $7,000 in added writing fees!
And in doing so…
You’ve helped your client put in place a marketing strategy that’ll help generate thousands of dollars in new business month after month, year after year.
And here’s the kicker…
You haven’t even begun to talk to your client about all the ways you can help increase his pet store sales as well!
It's Why So Many Experts
Rank MARKETING a
Mandatory Skill for Copywriters!
And I’m not the only industry expert and marketer who says getting to know marketing is the best way to springboard your success as a copywriter…
Indeed.com — the largest job site in the world — says awareness of marketing lands in the “Top Three” when it comes to copywriting traits the industry is looking for — along with writing and research skills.
Legendary Boardroom marketer Brian Kurtz also rates an understanding of marketing among the “Top 3 Musts” for copywriters — right alongside hunger and curiosity…
And GreenMellen, a consulting firm that helps businesses develop digital marketing strategies, puts marketing knowledge at the very top of its “9 qualifications for copywriters,” noting that a copywriter who knows marketing is like a “superhero” for any business!
And then there’s what thousands of my fellow marketers and I know when we look to hire copywriters:
Hang on Tight…
Your “Marketing IQ” Is About to
Get a MASSIVE Boost!
That’s why I’m so excited to be writing you today…
Until now, there’s never been an easy (or inexpensive) way for copywriters to learn what they need to know about marketing.
Sure, there are plenty of professional digital marketing executive programs you can take that delve into all of this…
Programs that cost between $5,000 and $15,000 and can take anywhere for 12 weeks to six months of your time.
And while these programs are great if you want to become a professional marketer…
They don’t teach you marketing from a copywriter’s perspective.
And quite frankly, “too much” marketing knowledge swirling around in your head while writing is not only unnecessary for copywriters…
It can actually steal from your creativity!
Of course, the “other” path is to do what Guillermo and most copywriters are forced to do — and that’s learn through experience over long periods of time.
Now — to Guillermo’s credit, he recognized just how powerful this knowledge was and he made an effort to learn it.
He read a ton…
He invested in expensive workshops where he was able to pick up marketing insights.
He also credits getting to work with top-level clients who, over time, really exposed him to this knowledge…
Like when he got to write alongside the legendary Clayton Makepeace at Weiss Research… Jedd Canty over at Agora’s Money Map Press… Jennifer Stevens and her team over at International Living… and us here at AWAI…
All BIG-NAME clients…
Now, a decade or so later, and because of this effort, Guillermo has evolved into one of the most in-demand and best paid copywriters working today…
Thanks in large part to what he’s able to offer clients in terms of copywriting AND marketing.
Still…
Listen to what he told us in a recent Zoom call when we told him we were getting ready to introduce a brand-new program to new copywriters “all about marketing”…
“This is fantastic… I’ve never seen anything like it offered for copywriters, which is crazy when you think about it…
“If I had something like this, it would have taken years off my learning curve… I would have been a lot more valuable to you guys and my other clients…
“And I probably could have made more money sooner in my career too!”
Guillermo’s absolutely right.
You shouldn’t have to pick up bits and pieces of marketing knowledge here and there…
Or pay fortunes to learn about aspects of marketing copywriters not only don’t need to know — but that could actually impede your ability to write.
And we certainly don’t think you should have to immerse yourself in our industry for a decade or more to know what every copywriter needs to know about marketing.
To that end, we set out to create the “definitive” marketing guide for copywriters…
Introducing… The Copywriter’s
Ultimate Guide to Marketing: How to Impress Clients, Attract Bigger Projects, and Command Higher Fees!
The goal of this all-new program is very simple:
To teach you EVERYTHING copywriters like you need to know about marketing to enjoy a long, successful, and lucrative career as a writer…
And nothing more!
In other words, we don’t want to bog you down with knowledge that’s going to confuse you or cause you to “overthink” your writing.
We simply want you to be able to understand the marketing process…
Know the strategies marketers use to reach prospects and buyers along the customer journey…
See how the copy you write fits into the “big picture”…
And be able to “talk shop” with the marketers you work with.
It’s that simple!
And if I do say so myself… 😄
AWAI is the ideal training organization to teach you.
Our entire business was built — and continues to run to this day — on direct marketing and copy.
Over a Quarter Century of
“In the Trenches” Experience (Including as One of the “Pioneers” of Modern-Day Digital Marketing!)
We’ve been working with copywriters on our marketing efforts for more than a quarter century now…
From the earlier days of “snail mail”…
To the birth of digital…
To the digital marketing strategies that rule the industry today…
We’ve done it all!
As a result, we have a pretty good idea about what copywriters need to know about marketing to be successful…
Combined with the fact that we’re the largest and world’s leading training organization for copywriters…
You couldn’t ask for a more qualified group of professionals to teach you everything you know!
But we needed someone to “quarterback” this important effort…
A top-notch professional to pull everything that’s relevant to copywriters about marketing together into one concise, fun, easy-to-follow program…
So we reached out to an AWAI member favorite — copywriter and marketing expert Heather Robson.
Heather is the Managing Editor of Digital Copywriter and a writer with two full decades of working shoulder to shoulder with digital marketers under her belt…
She also has nearly a full decade of experience teaching copywriters specifically the core marketing concepts that can make you more successful as a copywriter.
What Heather has created with the help of the AWAI team is nothing short of the best and most comprehensive marketing program for copywriters ever created…
And last time I looked — the only training of its kind!
It’s fast-paced…
It’s easy to follow…
It’s loaded with real-world examples, quizzes, and assignments so everything you learn is put into practice and ingrained forever.
But most significant is what will happen when you soak in the contents of this training and come to the table armed with the marketing knowledge you’ll learn…
- You’ll see the “bigger picture” much better.
- Clients will trust and respect you more.
- You’ll bring far more value to your clients.
- Your stock as a writer will soar.
- Your income potential will skyrocket.
- You’ll write better and more “on-point” copy.
- You’ll have more confidence.
And here’s something we haven’t even talked about yet… but it is absolutely the reality:
and grow your own online business if you so desire!
All these reasons (and plenty of others) are why the all-new Copywriter’s Ultimate Guide to Marketing will play a bigger role in your success as a writer than you’ll ever know!
So, what will you learn?
I’ll say it again:
marketing — and nothing more!
Lesson 1 What Is Marketing?
You’ll hit the ground running in Lesson 1 by immediately gaining a “big picture” view and answering the question:
Exactly what do I need to know about marketing?
You’ll learn the many activities that fall under the umbrella of a company’s marketing department…
And the crucial role you, as a copywriter, play.
You’ll learn how to overcome any fears or dislikes many people new to our industry have about selling by seeing how the best marketing isn’t really “selling” at all — rather a process through which you help people find solutions to real problems, wants, and needs they have.
You’ll learn how to start “thinking” and “seeing the world around you” like a marketer…
Learn how even the most rudimentary understanding of how marketing works opens new doors and sources of income for copywriters…
All this — and more — in just your first hour of discovery!
This will set you up for one eye-opening discovery after another about how knowledge of marketing can transform you…
Lesson 2 Meet Your Marketing Team…
Here we forever dispel the myth that copywriters work in solitude — with all the pressure of success or failure on your shoulders.
That’s simply not the case!
As a writer, you’re one member (albeit a crucial member) of a much larger team of professional marketers whose #1 job it is to help you succeed in every way they can!
And in Lesson 2, you’ll not only learn who all the members of your Marketing Team are and how they can help you…
You’ll also learn exactly how to get the most from them in terms of help, guidance, assistance, and resources.
Specifically, you’ll discover:
- The six “title roles” of a typical marketing team and the unique role each of them can play in getting you everything you need to produce winning copy…
- 42 specific questions and requests you can ask various members of your marketing team to ensure you have a clear vision for any writing project…
- How to manage and leverage the “collective wisdom” of your marketing team to create a true partnership — no matter how large or small the team is…
- Techniques for turning “pressure to perform” into “creative fuel” that will drive your copy to new levels of effectiveness…
- The marketing team hierarchy — who to reach out to for what…
- Key questions to ask the data analytics member of your marketing team that will help set your copy apart from other writers your client has used…
- How to collaborate with graphic designers to make your copy stand out in any crowded market…
- How copyeditors can take your copy to the next level… and how to use that feedback to fuel your growth as a writer with every project you finish…
- The most effective ways to communicate with your marketing team when it comes to deadlines, feedback, and information requests…
- And much, much more…
Next up…
Lesson 3 Marketing’s Four
“Income Levers”
Marketers have one goal, and that’s to grow their business by increasing revenues and profits.
How do they do it?
By working with copywriters like you to develop marketing campaigns that:
- Attract new customers…
- Encourage customers to make bigger purchases…
- Buy more often…
- And keep customers happy and engaged.
Marketers call these the “four levers” of marketing.
And the knowledge you’ll gain in this crucial lesson will show you which copy project is best suited to each lever…
Help you understand the subtle differences in the way to talk to different customers…
Better connect with your reader and their needs…
And in the end, provide ultimate value to both your readers AND your clients.
You’ll learn:
- How to adapt your mindset as a copywriter to each of the four marketing “levers” you’re looking to impact…
- Unlock the secrets of customer acquisition so you’re able to craft compelling acquisition campaigns that convert strangers into loyal customers… turning you into the “rainmaker” all businesses need and want…
- Boost your client’s average purchase values using proven upselling and cross-selling strategies in your copy… further establishing your legacy within our industry as a “growth” copywriter…
- Know the secrets to creating copy and campaigns specifically designed to transform one-time buyers into loyal customers who buy over and over and over again…
- Copy strategies you can use to boost customer loyalty and retention by ensuring your copy not only sells… but also builds lasting relationships, keeping customers coming back for more…
- And more…
You’ll be quizzed on what you learn…
And complete a fun exercise where you’ll collect ads you come across and immediately know the “income lever” they’re addressing.
Now we go deeper…
Lesson 4 The “Marketing Machine”
You’ll look at the kinds of copy projects you’ll be writing to help marketers achieve their four “income levers” objectives.
You’ll learn campaign strategies marketers use to grab attention — and the kind of copy projects they’ll commission for that…
Same when it comes to copy designed to educate prospects and start building trust…
You’ll learn the nuances of “front-end” efforts designed to convert shoppers into buyers…
“Back-end” efforts that keep customers buying and buying more…
As well as the often-neglected “lever” of keeping customers engaged and turning them into your client’s biggest fans and promoters.
Each of these marketing efforts are unique in their own way… meet the reader in a different place… and therefore require subtle shifts in tone in the way you, as a copywriter, speak to them.
Through real-world anecdotes and actual copy samples, you’ll:
- Once and for all unravel the complexities of the marketing cycle and discover how each element of your copywriting fits into the grand plan…
- Master the art of aligning your copy with the marketer's four fundamental objectives — attracting prospects, educating them, converting them into customers, and nurturing their loyalty…
- Learn to make your writing more focused and effective by distilling the complexity of marketing into clear, manageable goals…
- Become the “rainmaker” all marketers seek out by mastering new-customer attraction methods across all channels…
- See how “marketing copywriters” create clear, concise content that educates and engages, moving prospects smoothly along their buyer's journey from curiosity to commitment…
- Discover the secrets to writing compelling copy that not only captures attention but also converts prospects into loyal customers…
- And more…
Once again, a quick quiz to make sure you grasped the key points — and an exercise where you’ll learn by “playing” on social media!
Then it’s on to one of the most important marketing lessons a copywriter can know…
Lesson 5 Understanding the
Buyer’s Journey
It all starts with a need… a desire… a want.
But one of the most fascinating aspects of copywriting is understanding the mindset and emotions of your reader as he or she moves from discovering your product or service as a potential solution…
To when they become a happy, lifelong customer.
Which is why Lesson 5 on the buyer’s journey may just be the most eye-opening discovery you’ll experience as a copywriter.
Again, through plenty of real-world examples, you’ll learn:
- The four critical stages of the buyer's journey — from awareness to loyalty — and how to craft copy that resonates at each step…
- How to master the art of aligning your content with the evolving needs of the buyer, ensuring your words hit the mark whether they're researching, comparing, buying, or seeking to succeed…
- The importance of creating content that not only attracts and educates but also gently guides prospects towards making a purchase, enhancing your role in the conversion process…
- How to write content that's not just compelling but strategically tailored to meet buyers at their point of need, boosting the effectiveness of your campaigns…
- The secrets to writing content that keeps prospects engaged from first click to final purchase, and beyond, turning one-time buyers into loyal fans…
- How to boost your client's bottom line by understanding subtle copy shifts that address buyer's changing intents and needs, and become a key player in driving conversions and retention, directly contributing to your client's success…
- And more…
Again, each lesson in Copywriter’s Ultimate Guide to Marketing is about building upon what you learned last.
So next, it’s all about discovering how to serve as that all-important “bridge” from what your marketing needs to achieve — to what your prospective customer wants from you…
Lesson 6 Understanding
Buyer Awareness
Much of the success of “A-level” copywriters can be found in the margins…
That point where the “black and white” of marketing meets the nuances of human understanding and an empathy for where your reader stands at the moment you’re connecting with them.
So it’s no surprise that the great copywriters are masters at understanding buyer awareness — and the subtle differences in the way you speak to them at the different stages.
It’s also no surprise that it was a copywriter — the great Eugene Schwartz — who defined the stages of buyer awareness… and gives us the best lessons for speaking to them in copy.
In this powerful lesson, you’ll learn:
- The five levels of awareness every copywriter needs to be familiar with… and how to make sure your message resonates more deeply by tuning into your reader at each level…
- Secrets to crafting compelling content that makes the perfect first impression on new buyers, setting the stage for a long-lasting relationship with your brand…
- How to adapt your writing style to the buyer's familiarity with your product, ensuring your message is always on point and impactful…
- How to equip yourself with the knowledge to guide buyers through every stage of their journey, from initial awareness to loyal advocacy…
- How to tailor your writing to meet the buyer where they are, whether they're completely unaware or already fans of your product, maximizing the impact of your message…
- And more…
Now, a very big “kudos” is in order!
By the end of Lesson 6, you’ll not only know more than your fellow copywriters about the subtle art of connecting sophisticated marketing plans and strategies to human wants, needs, and desires…
You’ll know more than many marketers working today!
But we’re not finished.
Next up — two of the most important tools in a marketer’s (and your) belt!
Lesson 7 Offers… and the
Science of Testing
By now you’ve learned how marketers put together campaigns that connect with prospects and turn them into customers.
You’ve learned about the marketing machine…
You’ve explored the buyer’s journey…
You’ve seen how buyer awareness can affect decision making — both marketing decisions and copy decisions.
Now it’s time to explore (and mimic) that all-important “experimental mindset” marketers have…
And learn how testing can not only boost a campaign and keep it alive longer… but dramatically impact your fees as a copywriter as well!
In this lesson, you’ll:
- Learn how “variable testing” helps marketing campaigns boost results and provides valuable insights into audience preferences and behaviors…
- Gain insider knowledge on creating compelling “front-end” and “back-end” offers that captivate new customers and retain existing ones, boosting overall sales performance…
- Learn how to conduct focused, one-variable tests that provide clear, actionable results, enabling you to refine and perfect your marketing strategies…
- Discover how to interpret test results effectively, turning data into profitable marketing decisions and more successful campaigns…
- Uncover the nine crucial elements of a successful offer, from core products to guarantees, and learn how to use them to your advantage in crafting compelling marketing messages…
- Learn how to identify and suggest powerful testing opportunities and offer enhancements to your clients proven to have the greatest impact in the shortest amount of time…
- Learn and understand the nuanced differences between direct and indirect offers, and how to leverage each type to maximize engagement and conversions…
- And more…
Next up — something every new copywriter needs, which is clarity on all the marketing channels available to marketers… and how they use them…
Lesson 8 Making Sense of
Marketing Channels
Direct-response marketing used to be so much simpler than it is today.
A copywriter would write a sales letter or an ad — and the marketer would do one of two things:
Print it up and mail it to a targeted list… or run it in a publication most likely to reach the intended audience.
What’s that — two channels? (Three if you count TV infomercials!)
Today, marketers have dozens of platforms, channels, sub-channels, and media — and they’re not shy about using all of them!
Everything from old-fashioned print and mail to digital email, websites, Google ads, organic search, Facebook, Instagram, YouTube, TikTok, scripted video, SEO, and more…
All good news for you — because for every channel you write copy for, you get a paycheck!
But while the basics of persuasion hold true for each of them, copywriters need to know the subtle nuances and differences when it comes to speaking to prospects across each of them.
In this eye-opening lesson, you’ll discover:
- Critical insights into the diverse array of marketing channels, from social media to email, and learn how to adapt your writing skills to each platform for maximum impact…
- A simple approach to quickly familiarize yourself with any new marketing channel, ensuring you're always ahead in the dynamic digital landscape…
- The intricacies of “omnichannel” marketing and how to create seamless, integrated campaigns that elevate customer experiences across all platforms…
- How the nuances of each marketing channel can influence your writing, and how to craft messages that resonate perfectly with the audience of each platform…
- How to expand your skills as a writer with the knowledge to engage audiences effectively on websites, in email campaigns, through social media, and more, so you’re an indispensable asset to any marketing team…
- Creative ways to intertwine email, social media, and content marketing, opening doors to new possibilities in audience engagement and campaign success…
- How to stay ahead of the curve by learning how to quickly adapt to emerging channels, positioning yourself as a go-to expert for cutting-edge marketing strategies…
- And more…
Next up…
No program on marketing would be complete without a crash course on:
Lesson 9 The Marketing Metrics Copywriters Should Know
Sit in on any marketing meeting and it could make your head spin:
Impressions, ROAS, Share of Voice, growth rates, leading exit pages, crawl errors, backlink performance, bounce rates, abandon rates, affinity and return rates, churn rates, unsubscribes, CACs, CLVs, AOVs, CES, micro-moment engagements, and literally dozens more.
But as I hope I’ve made clear to you by now…
You don’t need to know the entire long list of metrics professional marketers study and analyze as part of their job description.
But there are some metrics you should know…
Not just so you can see the fruits of all your hard work…
Not just so you can “talk shop,” and have a conversation with marketers and know what they’re talking about…
But so you can spot areas of weakness in your copy — whether it be open or click-through rates on emails you’ve written… or more sophisticated analytics like at what point a reader “clicks away” from your sales page…
And then make improvements “on the fly”!
Some of the important Key Performance Indicators — known as KPIs — you’ll learn about in Lesson 9 include:
- Website copy metrics — monthly traffic, session duration, conversions…
- Social Media metrics — engagement, click-through rates, conversions…
- Email Marketing — deliverability rates, open rates, email CTRs, Click to Open rates, growth and conversion rates…
- Paid Ads — clicks, Cost per Click, conversions, return on ad spend…
- Plus, data and analytics that will help you and your marketing team inform future copy decisions concerning website copy, social media campaigns, email strategies, SEO, and more!
Now, congratulations are truly in order…
By the end of Lesson 9, you are truly a copywriter who knows marketing…
Which means the copy you write… the value you bring to clients… your understanding of our industry as a whole — is so much greater than the “average” copywriter.
But you’re not quite finished yet…
There’s one more lesson to put you over the top…
A lesson we created so you can put the brand-new “treasure trove” of information together — and earn MORE MONEY as a writer:
Lesson 10 Using Your Marketing Mindset to Open Doors — and
Make More Money!
If it’s not clear to you already…
There are two MASSIVE benefits to becoming a copywriter who understands marketing.
The first is simply what it’ll do for your professional development — your base of knowledge, your confidence, your abilities as a writer…
But it’s the second benefit that’ll bring the most tangible and measurable results…
And that’s your newfound ability to help clients establish effective and successful marketing campaigns…
Identify weaknesses or missed opportunities in their current efforts…
Help clients make sure they have campaigns in place that address all the “levers” of marketing: new customer acquisition… bigger, better, and more offers to current customers… and ensuring your customers are happy and your best advocates.
The ability to offer this level of value to clients not only means more projects and more fees…
But you can also charge higher fees — simply because clients will see you as a valued partner… strategist… consultant…
And someone crucial to the success of their business.
So it’s only fitting that the final lesson in your Copywriter’s Ultimate Guide to Marketing is all about leveraging this newfound knowledge into the potential to earn three times, five times, even 10 times the income average copywriters earn!
You’ll learn:
- How to unlock the door to new opportunities by applying a marketer’s approach to effortlessly attract new clients, leveraging your understanding of their needs and strategies to stand out in a crowded marketplace…
- How to maximize your earnings by expanding the scope and size of your projects by tapping into the core needs of your clients…
- The art of securing steady, reliable income through retainer agreements by aligning closely with your clients' ongoing marketing needs…
- How to propose and execute projects that not only excite you and fuel your passions, but also significantly benefit your clients, leading to more satisfying and profitable work…
- How to proactively identify and suggest impactful marketing initiatives, positioning yourself as an invaluable strategic partner to your clients…
- Ways to apply your marketing savvy to your own business, creating a magnetic presence that attracts a steady stream of clients and projects…
- How to use your marketing acumen to build diverse income streams, ensuring financial stability and growth in your copywriting career…
- And more…
Now, if you’re ready to elevate your game as a copywriter…
If you’re looking for a fast and easy way to once and for all understand the “business side” of direct-response marketing — and what your role is as a copywriter…
And if you want a proven way to stand out to your clients…
THIS is the program you need.
How to Get Copywriter’s Ultimate Guide to Marketing in Your Hands IMMEDIATELY!
Remember the scenario I spelled out for you earlier…
As it stands right now, you have the choice between being that copywriter who takes a $500 assignment from a client and leaves it at that…
Or one who has the knowledge and power to generate tens, even hundreds of thousands of dollars in NEW revenue for your client…
And in the process, transform what could be a $500 “one-off” fee an average copywriter might earn…
Into a long-term relationship with that client which could generate tens of thousands of dollars in writing fees for you over the course of a year…
That’s why I’m so excited for you to be among the very first to experience our latest program for copywriters:
The Copywriter’s Ultimate Guide to Marketing: How to Impress Clients, Attract Bigger Projects, and Command Higher Fees…
And because we know how important learning the information in this program is…
We want to make sure it’s affordable for all copywriters.
But before I get to today’s pricing…
Heather and the AWAI Marketing Team don’t want to leave any stones unturned…
So they’ve have assembled a “library” of practical, ready-to-use resources that will give you an even deeper understanding of marketing faster:
Bonus #1 How to Read (or Generate) a
Project Brief So You Never Have to
Guess What Your Client Wants
Nothing increases the odds of success — or that a writing project will run smoothly — than a Project Brief.
This simple document summarizes all the major aspects of the project you’ve been hired to write — objectives, target audience, deliverables, deadlines, and more — so you and your clients are always on the same page and every project you’re involved in runs smoothly and efficiently.
There are times when clients will create a Project Brief for you, in which case, this special report will help you better understand it and give you the knowledge to improve it.
If not, this report serves as a “template” for creating a Project Brief that not only ensures every project you take on runs like clockwork — but makes you look even more professional to the clients who’ve hired you.
Bonus #2 Quick-Start Guide to Understanding the Big Picture Behind Every Project
One of the most important calls you’ll have with your marketing team is the kickoff call, where you learn more about the product or service you’re selling, marketing ideas are discussed, and you get to ask questions of your team.
Because so much happens in a typical kickoff call — and so many great ideas start flying around — it can be hard to know you’ve caught everything you need to know.
To help you, we created the “Big Picture Guide”…
A handy checklist you can have in front of you for every call, listing the more than 30 questions you, as a copywriter, want to have answered during this all-important call.
Bonus #3 What Marketers Want from Writers!
No question, The Copywriter’s Ultimate Guide to Marketing has been created to give you insights into marketing that very few copywriters have…
And in our mission to give you everything when it comes to preparing you for every interaction with your marketing team, we’ve reached deep into our archives to bring you one of the most highly rated roundtables on “What Marketers Want from Copywriters”…
Featuring insights from “A-level” marketing pros like Kenneth Williams; Agora’s Terry Weiss; marketer, writer, strategist Kathryn Aragon; Lurn’s Jon Stoltzfus; marketer Angie Colee; Cindy Butehorn of NetEffect Marketing; and Heather herself!
Bonus #4 Your Complete Guide and Glossary to “Speaking Like a Marketer”
I said it a little earlier — if you’re new to copywriting, it can feel like marketers are speaking a different language. Worse, it can take years to truly understand what they’re talking about!
That’s why we created this “Speaking Like a Marketer” Glossary just for you…
240(!) marketing terms explained — so if you’re in a meeting and a marketer mentions a term you’re unfamiliar with, just scroll through the alphabetical listing and you’ll know what they’re talking about instantly!
And please note: you don’t need to ever know all 240 marketing terms… but I promise you you’ll look and feel a lot smarter having them close at hand!
Bonus #5 10 “Marketing Mindsets” That Will Instantly Make You a Better Copywriter
Having a “marketing mindset” is crucial when it comes to long-term success as a copywriter… and there’s no question that The Copywriter’s Ultimate Guide to Marketing will give you one.
But we also understand your day-to-day focus will be on writing not marketing…
So to help keep the most important marketing concepts “front of mind,” we’ve created the ultimate marketing cheat sheet for you — all the most important concepts from this comprehensive program distilled into the 10 most important “marketing mindsets” copywriters like you need to have…
Bonus #6 Be a “Fly on the Wall” at a Series of
Real-World Marketing Meetings!
Coming soon to your The Copywriter’s Ultimate Guide to Marketing Member Page — we’ll be uploading actual video recordings of real-world, real-product marketing meetings with contracted copywriters so you can see what’s involved, how a typical kickoff call unfolds, topics covered, questions asked, and more…
That way you can be ready when it’s your turn — or perhaps get some added insights for making your current client marketing meetings more productive!
Bonus #7 How the Copy Process Works —
From Discovery Call to Sign-Off
As a new writer especially, nothing will make you feel more secure and give you more confidence when interacting with clients and marketers than having a clear understanding of the process.
That’s why I asked our team to share one of our most important (and my favorite!) training sessions for new writers…
Where AWAI Copy Chief and 35-year direct-response marketing legend Sandy Franks and I discuss the best way for copywriters to work with clients, copy chiefs, and marketers — from the initial call to sending your final invoice.
From a marketer’s perspective, this is a “must-listen” for all new copywriters!
Bonus #8 What to Do in Every Situation —
A Copywriter’s Guide to
Thinking on Your Feet
No matter how much you know… how well you plan… there are bound to be challenges that pop up during the process.
To help you deal with them like a pro, Heather and her team have thought of every conceivable problem, obstacle, and roadblock that can arise when copywriters work with marketers and business owners…
And created the ultimate handbook for you to reference anytime, so you’re never standing in limbo and instead always moving forward on every project you take on.
Without Question, the
Most Comprehensive “Copywriter’s
Guide to Marketing” Ever Offered
in Our Industry!
I hope it’s clear to you now…
This eight-resource “cover all the bases” bonus marketing library…
Coupled with our fresh-off-the-presses, 10-lesson-strong Copywriter’s Ultimate Guide to Marketing, with strategic quizzes… fun and engaging exercises… and packed with real-world examples that let you connect “theory” with “reality”…
Makes THIS the most complete and comprehensive guide to what copywriters absolutely need to know about marketing found anywhere.
As any successful copywriter will tell you:
The more you can know about marketing…
The more you can “speak the language” with the very people who’ll be hiring you and working with you throughout the copywriting process…
The more valuable you will be…
The more confident you will become…
And the more respect you’ll have within our industry.
Remember too…
When looking to hire and having to choose between two writers with indistinguishable writing skills, marketers, like me…
- Will always choose the writer who knows marketing!
So if you don’t want to get bogged down in expensive training aimed at aspiring professional marketers to learn what you need to know…
If you’d rather not spend years “learning by osmosis” (and risk looking “out of step” along the way) like so many copywriters do…
If you want to learn everything you need to know about marketing FAST…
The Copywriter’s Ultimate Guide to Marketing is a no-brainer.
And speaking of no-brainers…
As important and MANDATORY as this training is for copywriters everywhere…
It WILL NOT break the bank…
Your price for everything today…
The entire 10-lesson program and the entire library of eight bonuses I just shared with you will be…
ONLY
$497
Get IMMEDIATE ACCESS to
The Copywriter’s Ultimate Guide
to Marketing Today!
So if you’re ready to step up your game as a serious writer in our industry…
If you appreciate the power of knowledge…
If you want to see how much clearer your mission as a copywriter will be when you know how marketing works and you can “talk shop” with marketing teams…
How much more confidence you’ll have…
And how much MORE MONEY you’ll make as a writer who can create, write, and execute complete campaigns for your clients…
Then do the smart thing now:
Grab The Copywriter’s Ultimate Guide to Marketing today.
You’ll have the entire program in your hands within minutes…
That way you can get started right away…
And be a much smarter, better prepared, and more confident writer in no time.
To your success,
Rebecca Matter
President, AWAI
Please Send Me The Copywriter’s
Ultimate Guide to Marketing Now!
P.S. As a marketer and business owner, I’m trying to imagine a new copywriter coming into our world these days without an understanding of the basics of marketing…
And I can’t!
It’d be like a racecar driver trying to win a race without knowing the track…
A golfer trying to select the right club to use without knowing the yardage of the hole…
A baker trying to make a cake without knowing the ingredients…
Hey, I could go on all day with analogies… 😆
But it boils down to this:
If you want to make your job as a writer easier… have more success as a writer… and be more valuable to your clients…
Becoming a copywriter who knows marketing is a MUST.
That’s why I’m so excited to be able to offer you this “one and done” program all about marketing and what copywriters need to know.
now!