The Surest Way to Jumpstart Your Copywriting Career For 2009

Dear Reader,

Recently, Warren Buffett, one of the smartest and most successful men of our day, was asked “What’s the best investment anyone can make in these tough economic times?”

His answer was fast and simple …

“The most important investment you can make is in yourself.”

That could very well be the best advice Mr. Buffett has ever offered.

If ever there was a time to take control of your future, it’s now.

Never before have we faced such financial peril. A freefalling stock market is jeopardizing the comfortable retirement of millions. Once rock-solid, mainstay companies are struggling to survive. Millions of blue- and white-collar jobs are on the line.

But as an AWAI member, you have a huge opportunity to rise above it all.

By choosing to pursue a copywriting career, you’re taking your future out of the hands of others and placing it squarely in your own.

But now it’s time to get serious.

It’s time to step up your commitment from “I really want to do this” to “I really need to do this now.

Which is why I’m writing to you today.

I want to tell you about a very special program we’ve put together that will elevate your writing skills faster than you ever thought possible … and lay out a step-by-step plan for assuring your copywriting success in 2009.

I’ll give you the exciting details in a moment.

But first, you might be wondering … with the economy in such dire straits, is there still a need for copywriters?

Absolutely.

Now I’m not going to lie to you. In some segments of the industry, response rates are down. But in others – they’re well up. Self-improvement and health, for instance, are two sectors where people are buying like never before.

But here’s the thing.

Whether sales are up or down, the demand for good, solid, innovative copy will always be strong. Why? Because one reality never changes: In the world of direct response, Copy is King. Sales letters are the engines that drive our business. Without them, there is no direct-response industry.

Here’s something that drives that point home …

I’ve made my living for 13 years now as a copywriter in the financial sector of the industry – one of the sectors where response is (understandably) down when compared with past years.

But the companies I write for aren’t cutting back on copy. Quite the contrary.

In fact, one organization I’m involved with is planning to double their sales letter output in 2009! Why? Because it’s good business. When response is down, the smart thing to do is to test as many new and innovative letters as you possibly can.

And that’s the great thing about our industry: Whether the economy’s struggling or flying high, the demand for copywriters will always be there. So despite the current state of the economy and the job losses happening all around us, you can still enjoy the dream lifestyle freelance copywriting affords you.

More important, you can take control of your personal and financial future at a time when it’s never been more crucial to do so – and never have to wake up in the morning wondering whether your job will be there for you when you get to work.

Which is why there’s never been a better time to step up your copywriting commitment – and for us to provide you with exactly what you need to take your copywriting career to the highest level.

Introducing Our First-Ever “Power Start”
Teleconference Series – FREE When You Enroll
In Our Industry-Acclaimed Masters Program

As you know, AWAI offers many products and programs designed to elevate your skills.

But perhaps the resource our most successful members swear by is our industry-renowned Masters Program.

Simply put, the Masters Program is a collection of the direct-response industry’s most powerful and most advanced secrets – culled from some of the most successful copywriters and marketers out there.

Frankly, I don’t know too many AWAI “graduates” working today who haven’t been through this program and who – like me – don’t keep a copy of it within arm’s reach whenever they’re writing.

In fact, when we were putting together our AWAI “Wall of Fame” project over the past few years, we discovered that our most successful members – those who are working as paid, professional copywriters right now – give credit to their decision to take this all-important “shortcut” to success.

Among them …

• Caroline Melberg, who said this one decision will help her earn upward of $200,000 this year from copywriting alone …
• Joshua Boswell, who gives credit to the Masters Program for transforming his copywriting skills – and winning a writing project worth $16,725 plus 20% in commission fees …
• Freelance writer Beth Ann Erickson knew she’d made the right decision when her very first copywriting assignment paid her more than she’d made in a month as an ordinary freelancer …
• Rich Silver, who says the Masters Program gave him “the edge needed to compete against other copywriters” … and an enormous advantage “when it comes to making as much money as possible for [my] clients … “
• Joanne Sullivan, who says her decision to take the Masters Program was instrumental in her landing a job with one of the country’s leading financial publishers. “I can’t believe that I’m actually doing the stuff I read about two years ago and hoped to aspire to. Everything AWAI said could happen is actually happening to me. I feel so fortunate to be in the position I am in now,” she says.

One member even described his experience with the program as “an awakening” – like a bright light was flipped on and suddenly everything about the copywriting process became clear.

Virtually everyone who made the decision to take the Masters Program said they had no idea how big an impact it would have on their writing skills, their powers of persuasion, and their copywriting careers.

In a moment, I’ll share with you just some of the secrets you’ll learn from this extraordinary program – secrets that “lit the path” for me, back when I was just starting out in this business.

But before I do, I want to tell you about something very special that we have planned for a handful of folks who make the decision TODAY to redouble their commitment to become an A-level copywriter – and make the Masters Program a permanent part of their resource library.

First Up – A Phone Call With Michael Masterson

Beginning the first week in January 2009, you’ll be invited to participate in a series of four calls designed to steer your copywriting career on the fastest path to success.

We call it our “Power Start 2009 Series” – and these calls are not only designed to motivate and inspire … but also give you specific and actionable ways to shift your copywriting career into high gear immediately.

WEEK ONE

First up – a phone call with Michael Masterson … who will lead you through the all-important goal-setting process. And I can’t think of a better man to help you with this aspect of your career.

Because of his tremendous success as a copywriter, most AWAIers know Michael as a master of that craft, first and foremost.

But he’s much more than that. He’s a published fiction writer. He’s also written or co-written six books on wealth building and entrepreneurship. In his “spare time,” he’s an avid Jiu-Jitsu master, as well as a real estate developer and investor. And he’s done it all while developing million-dollar businesses – both for himself and as a highly paid consultant for others.

Needless to say, this kind of success doesn’t come without also being a master at planning, time management, setting priorities, and creating achievable short- and long-term goals. Michael knows the steps you need to take be successful in this or any other business … and he’s generously agreed to share his many secrets in this, our very first “Power Start 2009 Series” call. (And don’t think I won’t be there with you listening in!)

WEEK TWO

The following week, you’ll speak with personal copywriting coach extraordinaire Chris Marlow about choosing the copywriting niche that’s right for you.

Whether your goal is to kick back and start doing what you love or ultimately turn your copywriting skills into a “Michael Masterson style” fortune, one of the surest paths to success is to be in the right niche. Yet many up-and-coming copywriters struggle with determining which of the many areas of the industry to focus their efforts on.

In this session, Chris will take the time to lay out your options for you, talk about the pros (and cons) of choosing one niche over another … even tell you which niches have the most demand for fresh new copywriters.

WEEK THREE

Then, in week three, you’ll be in on a very special event … when marketing guru, Master copywriter, and self-promotion expert Bob Bly gets on the phone and delivers invaluable advice on what you need to do to start lining up real, live, paying clients.

Obviously, clients are the lifeblood of any copywriter. So it’s not surprising that one of the most common questions AWAI members ask us is: “How do I get clients?”

Luckily, we have Bob Bly to share his expertise on this all-important subject. Among other things, Bob will explain the right way to approach potential clients … how to land the client you’ve always dreamed of writing for … the surefire way to get your foot in the door … what marketers want to see from new copywriters … and more.

WEEK FOUR

And to wrap up the four-week series, a very special surprise – a special “Master Copywriter’s Roundtable,” moderated by Bob Bly, on the “Biggest Opportunity for Copywriters in 2009.” It’s an opportunity where you can write B-level copy … and STILL easily make $150,000 a year. You definitely won’t want to miss it.

Your Questions Are Encouraged!

What’s more, this won’t be merely a “sit and listen” event.

You’ll be invited to submit questions to Michael, Bob, Chris, and our “roundtable” experts via email, so they can be asked on your behalf. It’s not too early to start thinking about what you’ve always wanted to ask the experts – and then simply submit your questions a few days before each call.

Imagine how much you’ll learn from ­them – some of the most successful folks in our business.

Now normally, the cost to get in on calls like these is $99 per session ($396 for all four). But because you’ll have made the all-important commitment to elevate your skills, invest in yourself, and take your copywriting career to the next level by investing in the Masters Program – you get our “Power Start 2009 Series” for free.

Frankly, I can’t think of a better way to kick-start your copywriting career than with the “one-two punch” Masters Program and the “Power-Start 2009 Teleconference Series” we’ve planned especially for you.

I know from experience that nothing can inspire you more than to hear industry experts share their personal secrets AND lay out a virtual roadmap to success for you.

And that’s precisely what the “Power Start Series” is designed to do.

But as invaluable as the Power Start experience will be, you and I both know one thing: Everything starts with your copy.

And nothing can be as instrumental in making you a far better writer much faster as learning and mastering the advanced secrets revealed in AWAI’s Masters Program.

Before I share some of those secrets with you here, let me tell you a quick story about the profound impact many of them had on my career … and why so many AWAI members consider the Masters Program to be such an important key to their success.

The Breakthrough Moment In My
(And So Many Other’s) Copywriting Career

When I was starting out as a copywriter, there was no AWAI program to follow and very few books on the subject. I learned by studying direct-mail promotions that were working. And from those promotions, I worked long and hard to figure out the basic outline of a letter – and what it had to say in order to be successful.

Things went along pretty much okay. My first couple of letters enjoyed some good success. One letter that I worked closely on with Michael Masterson wound up grossing over a million dollars. But there were a few others that didn’t do much at all …

And then something happened …

Agora Publishing – the company I was writing for – began holding these “copy critiquing sessions,” where we’d all get on a conference call and critique the sales letters we were working on.

The people heading up my sessions were none other than Bill Bonner and Michael Masterson – two of the greatest copywriters and most successful direct-response Masters of our time. (Bill Bonner, as you may know, is the founder and president of Agora – one of the largest newsletter publishers in the world … and Michael Masterson, well, you know his story.)

And each time we’d have a call, they’d go over all the things that were right and wrong with my letter – and suggest ways to make it better.

But something else was happening in those sessions that I didn’t realize at the time … something that would ultimately have a huge impact on my life …

During the course of every call, Bill and Michael would quietly reveal two, maybe three, of their most private and powerful copywriting secrets. Whether I realized it or not at the time, it was those deeper writing secrets that were transforming me from the ordinary copywriter I was to the “Master” copywriter I’d soon become.

Those critiquing sessions lasted just a little over a year. Agora was growing quickly, and Michael and Bill simply became too busy to go over all the letters from all the copywriters Agora was hiring.

But here’s my point …

Had I not been exposed to all those deeper, more insightful copywriting secrets over those 12 or so months – insights that Bill and Michael learned by analyzing thousands of breakthrough letters over many years – I doubt very much that I’d be enjoying the success I enjoy today.

And if you think I’m exaggerating, consider this …

Don Mahoney was in on those calls too. So were AWAI Board Members John Forde … Justin Ford … Jennifer Stevens … and countless others who have gone on to become great copywriters and direct-mail marketers.

It’s no coincidence that the very writers who worked so closely with Bill and Michael during those days went on to be very successful.

And I can tell you why …

It’s because we benefited directly from the many years Bill and Michael spent studying thousands of breakthrough letters by the top copywriters in the world. They’d break each one down … analyze the headline, the lead, the structure, the tempo, the content, the wording …

They came up with some fundamental rules of copywriting – rules every copywriter needs to follow in order to be successful. Those are the rules you’re discovering right now in your Accelerated Program for Six-Figure Copywriting.

But they also discovered that the consistently great copywriters did more than follow the basic rules. They had more sophisticated writing techniques. They connected with the reader in a deeper, more powerful way. They had a way of making the product they were selling “irresistible” to the reader.

These are the secrets Bill and Michael would feed me in our copy sessions. They made such a strong impression on me that even when I sit down to write a letter today, I can still hear them telling me …

… You’re missing a key element here – remember to include all “four legs” of the stool.

… You’re talking too much about the product here – remember the “Secret of Transparency.”

… Your letter’s wandering here – stay close to your reader’s “core emotion.”

… Don’t let your reader lose interest here – you need to tighten up the “Golden Thread.”

… You need to address the deeper needs and wants of your reader – remember the “Secret of the Prism.”

… This headline and these bullets could be stronger – use the “4 U’s Rule” to make them more urgent and useful.

… Is this really the best lead for this package? Try a more “indirect” lead … or maybe a “fascination”-style lead would work best.

And so on.

Now, you won’t find many of these secrets in your Accelerated Program – for good reason. They’re simply too advanced for people who have yet to master the basic skills. It would be like asking someone who just learned how to use Microsoft Windows to write a computer program for NASA.

But here’s the thing …

The Day Everything Changed

Being exposed to these “deeper secrets and techniques” early in my career was just the thing I needed to grow and mature as a writer.

The moment I started incorporating these high-level Master’s secrets into my copy, every one of my letters became a virtual “tour de force” in the mail. Suddenly, my packages were hitting all the right notes with my prospects. Orders were rolling in, often at a record-breaking pace. Product managers were thrilled. My letters mailed over and over again … with quantities numbering in the millions.

Marketing managers from everywhere knew my name. They were calling me up – offering me my choice of jobs. When I’d tell them I was completely booked up with work, they’d say, “No problem … call when you have an opening. Name your price and the product you’d like to write for … “

And remember, I wasn’t the only one whose star was rising fast. Don, Justin, John, Jennifer, and many others exposed to these “Master’s secrets” over the years experienced similar – if not greater – success.

Where Are You Now?

Perhaps today you’re where my colleagues and I were not so long ago …

You’re getting into the business … mastering the basic secrets … beginning to write at a higher level.

More important, you love what you’re doing. You’re determined to be a top-notch copywriter – and you’re ready to know the deeper, more sophisticated copywriting secrets that helped us transform our careers.

But where do you find them? How do you take that all-important step to the next level in your copy career?

There’s only one place in the world: the AWAI “Masters Program.”

All The Secrets
You’ll Ever Need To Know

Simply put, the Masters Program is a collection of all the most powerful copywriting secrets you’ll ever need to know to become a great copywriter.

They’re Michael’s personal secrets. They’re Bill Bonner’s private secrets.

They’re the secrets developed by some of the legendary copywriters of our time – Gene Schwartz, Joe Karbo, David Ogilvy, Claude Hopkins, and Joe Sugarman – as well as the modern Masters of our day, like Herschell Gordon Lewis, Peter Beteul, and Arthur Johnson.

They’re tips, tricks, and strategies that have come from years and years of poring over some of the most successful direct-mail packages ever created. From breaking down the structure … understanding the different techniques great writers use to connect with their readers … understanding what it is that makes a successful letter’s promise and offer so compelling … and understanding what every successful letter has in common.

Bill and Michael understood early on that in our business “Copy Is King.” And that understanding what makes great copy great is the key to building a successful direct-mail business.

They were right.

These are the very secrets that helped Bill Bonner turn a burgeoning publishing company with one newsletter into a $350-million-per-year publishing empire. These are the very secrets that have not only made Michael Masterson a multimillionaire – but have made more than a dozen of the friends he shared them with millionaires too.

These are the secrets I use every day – and still refer to when I’m stuck or struggling with a package.

These are the secrets so many of AWAI’s most successful members chose to learn and master. And as a result, they’re realizing their dream – writing for some of the most prestigious direct-response firms in the country.

These are the deeper secrets that will give you unparalleled insight into how the selling process works – and how to use that knowledge to become one of the best copywriters and direct-response professionals in the country.

What’s more, these are the secrets guaranteed to provide you with that “breakthrough” moment … that instant when the sun suddenly breaks through the clouds and you can say to yourself …

“A-ha! Now I get it!

“Now I understand the secret to writing a great sales letter like I never did before!”

I still remember when that happened to me.

Small Steps To Mastery

Like many new copywriters, I focused my energies on selling “the product.” Then Michael explained his “Secret of Transparency” – which is all about getting to know your reader’s deeper needs, beliefs, and desires … and understanding that it’s not really the product that your prospect wants, but what that product can do for him.

Our job is to keep the product transparent and the benefits visible. Not just the obvious benefits, like wealth and freedom and good health. But the deeper benefits. The ones the prospect himself may not even be aware he wants …

Once this technique sunk in – and I understood it – writing sales letters became infinitely easier for me. It’s nothing I can define, really. It’s just that, all of a sudden, I had a better understanding of what my job as a copywriter was. Everything was coming more naturally to me. I was more confident every time I sat down to write, simply because I had this knowledge in me … this deeper insight into what selling to my prospect was all about.

Joanne – the AWAI member who landed a plum copywriting position with one of Agora’s most successful financial divisions – agrees that the “Secret of Transparency” was a breakthrough for her as well …

Complex Ideas Explained In Simple Terms

“The ‘Transparency’ idea was huge for me. It really impressed on me the psychology of writing and selling,” she says.

With that secret firmly rooted in me, all the other secrets began connecting in ways that were just as powerful, including what I consider to be – by far – the five most important secrets you’ll ever learn as a copywriter …

• The “Secret of the Prism” and having a “3-D image” of your prospect in your head before you sit down to write will have a dramatic effect on the success of your letter. Why? Because the better you know your prospect – right down to his or her deepest and most personal core beliefs – the more effectively you can present your product’s deeper benefits.
• Having an intimate understanding of your prospect lets you write a more intimate and personal letter. And that, in turn, allows you to connect with your reader in ways most writers can’t. In fact, Michael and others say the main reason my letters work is that they have such an easy and natural “voice” to them. I wouldn’t have this voice had Michael not introduced the “Secret of Transparency” to me or had I not learned how to get that “3-D image” of my reader.
• I used to struggle with my headlines and leads – until I learned Michael’s amazing “right brain” technique. Again, it’s not something that would have made sense to me had I not first understood something in the basic copywriting program: that a successful lead needs to deliver the main promise and introduce the Big Idea. This secret is all about doing that – but in a manner that grabs your prospect on a much more profound level. And as you’ll discover at the “Master’s” level, the deeper the connection you can make with your prospect … the more likely it is that he or she will become a buyer.
• I’ve long credited “Transparency” with providing that breakthrough moment in my career. Not far behind it is the secret of the “Golden Thread” – a powerful little trick you can use to ensure that your reader’s interest is piqued all the way through your letter. It’s a secret few ordinary copywriters know or understand.
• One of the most powerful Master’s secrets you’ll ever use is the secret of the “Four-Legged Stool.” It details the four key elements every successful direct-response package absolutely, positively MUST have. If just one is missing, your letter is wobbly and liable to fall. Mess up two of them, and your package is doomed. Blend them seamlessly in every letter you write – the way the Masters Program tells you to – and you’re unlikely to ever write a losing letter.

For copywriters like you and me – this stuff is pure gold.

Think about it.

Two Writers:
Who Has The Decided Edge?

You and another writer are going head to head on a project. You know these advanced secrets – even just the few I’ve talked about so far. Your competition doesn’t. Who’s going to write the stronger letter?

You.

You’ll know your prospect better.

You’ll know that the secret to selling is to not sell the product.

Your letter will grab your prospect hard with a strong, bold lead – and you’ll keep his attention throughout, thanks to what you know about the “Golden Thread.”

Your letter will be built with the “four legs of the stool” firmly in place – virtually assuring that your package is stronger, more balanced, and loaded with promise, credibility, benefits, and proof.

And that’s after using just a few of the Master’s secrets …

More Than 60 Deep-Rooted Secrets

In all, the AWAI Masters Program has over 60 deep-rooted secrets – each explained in precise detail … with examples to help you understand them … and simple exercises designed to make sure you never forget them.

For instance:

• The secret of the “Point of Maximum Anxiety” – how to identify what’s keeping your prospect up at night … and then “win him over” by making his worries disappear …
• The secret of the “Velvet Cord” – how to make your prospect wonder if he’s good enough for your product or service (a very powerful technique used by very clever and sophisticated copywriters) …
• The secret of the “Barstool Test” – a foolproof way to test the conversational quality of your copy …
• The “Common Enemy” technique – the best way, by far, to get your prospect to see you as a friend and ally, rather than as someone trying to sell him something …
• The secret of the “Four Ps: Promise, Picture, Proof, and Push” – a simple four-part selling strategy that will ensure your letter’s engaging … and hitting … all the right cylinders, every step of the way …
• The “Master’s Closing Technique” – the three things you can do to make your offer absolutely irresistible (plus actual examples of some of the best “offers and closes” in the business) …
• Prefer not to write typical long-copy direct mail? Robert Ringer’s got a “Master’s Secret to Making $100,000 Writing Space Ads” – using direct-mail secrets you already know. Everything you need to know is in this detailed and concise section of the program …
• And if you prefer even shorter copy, master copywriter Herschell Gordon Lewis unveils his Master’s secrets for writing winning catalog copy – as well as secrets for starting your own direct-mail or online catalog business …
• Master’s secrets of writing for the fundraising market, the business-to-business market – as well as how to grab your share of the highly lucrative and fast-growing Internet niche. All are revealed to you …
• Plus, the secret of “Small Miracles” – a technique for getting to know your product so well that you can’t help but uncover that one benefit that makes the product stand high above the competition. Master copywriter Peter Beteul credits a great deal of his success to this one …
• You’ll join Michael Masterson as he dives head first into the work of legendary copywriter Gene Schwartz. Gene revolutionized the way people buy things through the mail – and was a master at making the reader “feel” the product working. Knowing his most powerful secrets, alone, will make you a star copywriter …
• Don Mahoney reveals his secrets for getting your letter started. One of the most difficult (and frustrating) things for any beginning copywriter is starting a new project. No one’s more qualified than Don – known industry-wide as one of the most productive and prolific copywriters working today – to get you over that “blank page” hump …
• Legendary direct-response and copywriting professional Bill Bonner offers up some of the Master’s secrets he’s used to sell billions of dollars’ worth of products over the years – and turn Agora into the $350-million-per-year publishing powerhouse it’s become …
• And I will give you my Master’s secret for “finding your copywriting voice.” I’ve been told my letters tend to be so successful because of the folksy connection I’m able to make with my prospect. I’ll tell you how I do it – and the little tricks and phrases I use in every letter I write …
• And lots, lots more …

In a moment, I’ll show you how we’ve designed the Masters Program to be the ultimate “working resource” for you – and why we’re convinced your writing will be better and stronger right from day one …

But first, you may be wondering, “Am I ready for the more advanced secrets found in the Masters Program?”

Well, that depends on how serious you are about your copywriting – and how quickly you want your success to happen.

Here’s where we stand on that …

There was a time when we hesitated to offer these Master’s secrets until all the “basic” work was finished. But then, people in the Masters Program kept telling us – “Why did you wait to get me this information? This is stuff I could have used long ago. Had I had this in the early months, I’d be much further ahead by now.”

And it’s true …

When I think back, some of these secrets were the first things I learned in those early call sessions, and although I may not have grasped them entirely at the time, they did stay with me. And, as my writing became better, I was able to infuse many of these ideas into my copy – little by little.

So, yes, knowing these advanced concepts early was a good thing for me …

Plus, we realized that the more motivated members of the basic program were blowing right through the material … and wanted the best stuff fast. That’s why we decided to make the Master’s secrets more readily available … so you can have these advanced selling secrets at your fingertips … and use them when you’re ready to “step things up” and reach your prospect on a much deeper level.

So once you’ve made that commitment to be a successful copywriter, there’s no reason not to get your hands on this advanced material today … and start putting the secrets to work for you just as soon as you’re ready …

If that’s where you stand – if you’re serious about your future success … and if you, like Mr. Buffett, recognize the importance (now more than ever) of investing in yourself – then I promise you this will be an exhilarating experience for you. Because the insights you’re about to gain into the wonderful and lucrative world of copywriting can’t be found anywhere else.

Here’s how it works …

Your Complete Copywriting “Advanced” Program

The AWAI Masters Program is a complete and comprehensive volume of all the greatest and most potent copywriting secrets, tips, and techniques known to work in our business.

The program is divided into 24 distinct and power-packed sessions. We’ve structured it in such a way that you’re able to focus on one secret at a time, so when you sit down to write, all this powerful information will be “center of mind” when you need it.

You’ll find the most important secrets early on in the program – the secrets that let you better understand your prospect and know his core buying emotion … the “Secret of Transparency” (which had such a dramatic impact on my copy career) … the secret of writing masterful leads and headlines … powerful bullet writing … the secret of the “Golden Thread” … and the secret of the “Four-Legged Stool.”

In fact, I consider the first eight sessions of the Masters Program to the most crucial “building blocks” for consistently writing A-level copy. Without these all-important skills, any copywriter will struggle to consistently write breakthrough sales letters.

Then you build from there …

You learn the finer points of great copy that add polish and greater focus to any direct-mail project you take on. So much of copywriting success – like success in anything – comes from the smaller things you do right … the things that might not seem so big or important …

Like getting the right “voice” for your package …

As you well know, good copy doesn’t scream “Buy this!” at your prospects. Good copy establishes a trusting relationship with them. Good copy is empathetic toward their wants and needs. Good copy establishes a tone of authority – without talking “down” to them. That’s what I mean by the right voice. And when you combine the right voice with a good, solid, well-structured letter – watch out! Those promotions have been known to mail successfully for years … and pay tens of thousands of dollars in royalties.

Things like “Mastering the Offer” …

Most copywriters you’ll be up against take the offer for granted. But what if your offers were better than anyone else’s? What if you knew the secret for creating an offer that’s absolutely irresistible to your reader? How much more successful would your letters be?

Things like getting your letter started …

New copywriters are constantly telling me that their biggest challenge is getting those first few words on the page. You should read Don’s “Staring at the Blank Page” secret for getting started. It’s so simple and powerful – I can’t tell you how many times it’s helped me jumpstart a package.

And what if you knew of all the most successful “approaches” you can take with your letter? Winning techniques like …

• The “Up-Front Deal” …
• Or the “Product as the Premium” …
• Or the “Many Fascinations” …
• Or the “Secret of Reciprocity” …
• Or the “Friendly Ultimatum” …

All these direct-mail approaches are proven winners – and you’ll find out how to use them in your Masters Program.

But the Masters Program isn’t just about memorizing one secret after another.

It’s much more than that …

Are You Ready To Launch Your Career –
And Start Writing For REAL Money – Right Now?

It’s about applying these deeper secrets – to a series of live “spec” assignments that come with the Masters Program.

Now understand that these aren’t just “practice letters” that you write for fun …

These are actual letters for real products that you’ll write for real clients – letters that can literally launch your career, and let you take that all-important control of your financial and personal future faster than you ever imagined.

The idea is very simple.

You have basic copywriting knowledge from your Accelerated Program. Absorb the deeper insights and breakthrough ideas you’ll get from the Masters Program. Apply all this newfound knowledge and insight to any of the live spec assignments that interest you.

In all, there are six spec assignments you can choose from – including a few AWAI products you know.

You can do one, a few, or all six if you like!

And here’s the thing …

We’ll give you complete instructions on how to submit your letter to the marketing director of the company. If they test your letter – and it’s successful in the mail – they’ll pay you for your work … a writing fee plus any royalties from future mailings.

But these aren’t the only spec assignments you’ll have access to once you sign up for the Masters Program. Many more await you on our AWAI website under the special “Master’s Only” section of our “$10K Challenge” page.

There you’ll find our most advanced spec assignments for a long list of AWAI products – including the Accelerated Program you’re working on now … our “Freelance Writing Success in a Box” kit … our Travel Writer’s Program … and 17 more!

These are assignments that might be a little too much for those in the basic program to take on – but with the skills you’ll know by working your way through the Masters Program, you’ll be ready. They pay better than the basic spec assignments too – up to $1,000 for a headline and lead idea that’s accepted … another $1,000 for the finished letter … and royalties should your letter beat the control when it’s mailed.

Beyond the money, though, these assignments are an excellent way to get you and your writing known to us … get your foot in the copywriting door … and launch your six-figure career quickly. Who better to write for, after all, than the very people who are committed to your success!

But wait.

There are still a few things I haven’t told you about, including something very exciting that I just found out we added to the program …

Master Copywriting “On The Go”

All 24 Masters Program sessions include a bonus CD– which has the entire session in audio format. This is great, because you can read about the secret in the written materials … then, later on, you can pop in the CD while driving in your car or relaxing on the couch and have the whole thing reinforced.

Another thing I found with the CDs is that, in virtually every session, I was able to pick up something I missed while reading the program! It’s a great way to make sure you don’t miss a thing when it comes to these all-powerful secrets.

There’s more …

In addition to the 24 sessions and all those CDs, there are 18 specially written and carefully chosen bonuses waiting for you …

This special “Master’s Library” of bonuses gives you all the information every Master copywriter needs to know – from how to research over the Internet … to what the government says you can and can’t do or say in your promotions.

You’ll find all 18 of these bonuses on a convenient, indexed CD you can keep handy by your computer. Or you can do what I did – print them all out, drop them in one of those three-ring binders, and start your own “Writer’s Resource” library.

This really is an amazing storehouse of information …

The Complete Library Of AWAI Copywriting Resources

Among my favorites:

• A Cheater’s Desk Reference for Copywriters – which contains 27 little copywriting “shortcuts” that help me work less and write more. It’s not surprising that my copy automatically falls open to the “Idea Starters” page, which has 95 different headline archetypes to get your creative juices flowing. Then, a few pages later, there’s a section on “Five Ways to Create a Powerful and Passionate P.S.” Understand that I’m not a big fan of writing P.S.’s. Not because they don’t work, but because I’m usually too worn out to think about one by the time I get to the end of my letter. Now I don’t have to. This little section gives me the five effective P.S.’s that’ll work with just about any letter.
• Michael Masterson’s Personal Productivity Secrets – Nobody I know is more “on the go” than Michael. What with his consulting business, his daily Early To Rise service, his real estate portfolio, his martial arts, his fiction writing, friends, family, traveling – I’m simply amazed that he gets anything else done. But he does. Way more on a day-to-day basis than anyone I know. This concise little report details how he does it. Just 30 minutes with this booklet can change your life.
• The Power of Selling: The Art of Copywriting Above and Beyond Direct Mail – Let’s face it … no matter what we call what we do, it all boils down to selling. And to be successful at it, you gotta know the three basic rules of selling. This little guide will tell you what they are. But there’s so much more in it – everything from overcoming price resistance … to the secret of getting free publicity. I refer to this report constantly. So will you.
• 20 Master’s Tips – many of the advanced secrets you’ll find in detail throughout the Masters Program (and more) – as they apply to an actual, working direct-mail package. (I love these.) For instance, if you want to see how a Master copywriter uses a “Fascination Teaser” in a real-life direct-mail package … check out the Boardroom letter on Page 3 of this special report.
• 20 More Master’s Tips – another gem you won’t find anywhere else. This special report contains some of the lesser-known but still highly effective selling techniques that Master copywriters use … like the “Friendly Ultimatum” and, one of my favorites, the “Hare Krishna Principle.” It also talks about specific little tricks you can use to boost response … see if your package will stand out in the mail … and more.

Plus 13 others – each designed to boost your writing skills … build up your understanding of the direct-response industry … and get you writing at the Master’s level faster than you ever thought possible.

Am I finished? Nope.

I already told you about our very special “Power Start 2009” – the four weekly conference calls we’ve arranged to jumpstart your copywriting career starting in January. We’re offering this series – a $396 value – free ONLY to those who enroll in this very special Masters Program offer. (And if you can’t be in on the calls, not to worry. We’ll be taping them and putting them on the Masters-only Web page so you can listen at your convenience.)

But let me tell you about something else you’ll get free as a Masters Program owner – something that could have as dramatic an impact on your writing as anything you’ll find anywhere:

Copywriting Genius:
The Master Collection FREE
(A $497 Value!)

I want to give you this next little freebie because I think it’s something every copywriter should have – whether you’re just starting out or you’re a seasoned pro: Copywriting Genius: The Master Collection.

In my opinion, Copywriting Genius has long been one of the best learning resources we’ve ever offered. Over the years we’ve taken blockbuster controls written by copywriting Masters (including such luminaries as Clayton Makepeace, Arthur Johnson, Herschell Gordon Lewis, Don Mahoney, and more), analyzed them, and broken them down, page by page, paragraph by paragraph. You see precisely what made each one the breakthrough letter it is … and gain invaluable insights into how and why the writer did what he or she did at every stage.

There’s also a tremendously insightful interview with each writer, where you’re able to “get inside their head” … and understand some of the more advanced techniques and strategies that were used to produce such a powerful control.

Think of this added “Masters” bonus as your Hall of Fame book on steroids!

Sixty-four of the most successful (and current) sales letters ever written – covering everything from business-to-business and consumer products to multimillion-dollar financial and health promotions … analyzed in far greater detail than in your Hall of Fame book. Plus, you get the wisdom and insights from the copywriters who wrote them via their in-depth interviews.

I honestly believe that by taking just a few minutes a day to read these great letters – to study the structure, the tone, the words the writers chose to use throughout the copy – you’ll be amazed at how fast your writing skills improve. After all, this is how I launched my career back in the days when other copywriting resources didn’t exist. And I still believe it’s one of the most effective ways to learn this business fast.

But there’s more. Also included in Copywriting Genius: The Master Collection are 20 of our most powerful “$20K Secret” reports – where you’ll discover unique and powerful secrets that can put an extra $20,000 a year in your bank account!

You’ll be amazed by how one seemingly innocent little “trick” or technique can make a huge impact on a sales letter. I just used a strategy I learned from Copywriting Genius for one of my campaigns, and it literally doubled response in a day – and made me an extra $12,000 in royalties. You can bet I’ll use this little trick again when the time’s right!

We are offering this resource to AWAI members at $497. But as a Masters Program owner, you’ll get it absolutely free of charge.

And here’s a little secret: If you were to study only one of these blockbuster letters every day – look at the structure, the wording, pay attention to the tone and the writing – you’d be miles ahead of 99% of the folks writing copy.

No question, between the core Masters Program, this amazing Copywriting Genius “Archive Collection,” the library of resources you’ll have by your side – plus your “Power Start 2009 Teleconference Series” – this is by far the best Masters Program offer we’ve ever put together: everything you need to take that monumental step to “A-level” copywriter.

Order AWAI’s Masters Program now.

Perhaps The Most Potent
Copywriting Secret You’ll Ever Learn

But that’s not all you’ll get when you take advantage of this very special Master’s offer.

Recently, Bill Bonner – one of the greatest “thinkers” in copywriting history, sent us an eye-opening essay about a powerfully advanced copywriting technique called the “Categorical Imperative.”

What is the “Categorical Imperative”? I first heard the term sitting in a copy review session with Bill Bonner and Michael Masterson eight, maybe nine, years ago. And it was one of those amazing “ideas” that stuck with me and changed the way I wrote copy forever.

In fact, understanding and using this one little secret can literally fix what’s wrong with most of the copy I read from new copywriters instantaneously.

I know that sounds like an incredible statement to make – but hear me out. You see, one of the biggest mistakes we copywriters make (yours truly included) is to write copy that becomes too linear … too predictable. In other words, the reader can sense which direction you’re going to take him in – and once he or she realizes that, your letter is doomed.

Great copy is entirely unpredictable. It has the reader wondering where you’re going to take him next … what amazing little secret you’re going to reveal next … what bold or incredible statement or promise you’re going to make next.

Take movies, for instance. Nothing’s more disappointing than a film that takes you down a familiar path with a predictable ending. The best movies are the ones that keep you emotionally riveted with interesting and surprising plot twists – and an ending you never dreamed could happen! Your copy needs to do that same thing. And understanding the Categorical Imperative will ensure that every letter you write from that day forward will have the “captivating magic” all great sales letters have.

And that’s a promise. I can make that promise to you because I can say without hesitation that this is one of a handful of secrets I learned over the years that let me take my copywriting to a much higher level. And I’m positive it will do the same for you.

Know, too, that only Masters Program folks will ever see this special essay. Why? Because clearly this is one of those “advanced secrets” you need to learn after you’re comfortable with the basic stuff.

So my advice to you is this: When you get your Masters Program – and all the resources and bonuses that come along with it – sort through everything, find this amazing little essay, and read it very carefully, several times over! And I promise you, the business of copywriting will suddenly make a whole lot more sense to you.

What else will you get with this special Master’s offer?

There is one more thing …

Top Masters Share Their “Big Idea” Secrets

Whether you’re selling a financial newsletter, a health product, a consumer device, a self-help product, or a fundraising drive – the unique idea you choose to “anchor” your sales letter can make or break the success of your package.

In this special report, I share with you my process for developing “Big Ideas” for my promos. I tell you the research I do … the process I use for determining if an idea is strong enough or not.

I asked Michael Masterson for his secrets on the “Big Idea” subject, too, and, as usual, he came through with one that’s so simple … so crystal-clear … it was all I could do to not question him as to why he kept it from me all these years!

And I talked with my friend Mike Palmer over at Stansberry Research. Mike and his team are absolute masters at finding new and exciting ways to position the most ordinary of ideas. In fact, I’ve long felt that the Stansberry copy team has revolutionized the business of financial copywriting through their innovative and creative use of the “Big Idea.”

In all, I gathered tons of examples where ordinary products have been completely transformed and made irresistible by a good, simple, yet compelling “Big Idea” – and I’ll show them to you in this special report.

By the end of it, you’ll no longer struggle to anchor your product with a winning “Big Idea.” All at once, you’ll understand the whole concept … and know just how to go about unearthing that “Big Idea” that makes your sales letter a “must read,” instead of just another piece of junk mail.

And these days, the “Big Idea” is even more important. Why? Because of the Internet, your prospects are exposed to more copy than ever before. For your letter to be ultra-successful, it needs to break through all that “clutter.” It’s the difference between your reader picking up your letter and saying “Oh, yeah, I’ve seen this before,” and “Wow, this is interesting. Let’s see what this is all about.”

Something else happens when you’re able to anchor your letter with a powerful “Big Idea” too.

Suddenly, headlines come easier. Leads practically fall onto the page. Your letter flows much better. That’s because a good idea breeds good copy. You’re excited about it. You believe in it. And I can tell you from personal experience … my best results have always come when I’m most excited about the product I’m writing about and the “Big Idea” behind it.

As a member of our Masters Program, you’ll be among the first to see this very important, very insightful report.

And it’s just one of the many insights you’ll find in the Masters Program that’ll give you a distinctive edge over so many other copywriters working in our field.

You know, if you’re serious about becoming a great copywriter, I can’t think of a better way to jumpstart your career than with the advanced secrets you’ll learn through the Masters Program …

… the insights you’ll gain from the 64 archived issues of Copywriting Genius …

… the depth your copy will take on with the knowledge you’ll gain from our exciting new “Big Idea” report …

… your understanding of the “Categorical Imperative” that will ensure that every letter you write from that day forward has that “captivating magic” all great sales letters have …

It’s no coincidence that many of the AWAI-trained copywriters who are writing for money today have succeeded because of the deeper secrets they’ve learned through the Masters Program.

“The New Superstars”

Susan Clark is an excellent example. She’s an AWAI member who has mastered many of the advanced copywriting secrets contained in the Masters Program. Take a look at the email we received from Jenny Thompson, who runs the Agora Health publishing division and recently hired Susan for a project:

Wouldn’t it be great to have one of the most powerful direct-mail marketers write a letter like that about you?

With 19 years of experience writing marketing copy, Julia Thomas understood the basics of copywriting when she enrolled in the basic program back in 2004. But it was only when she got the Masters Program that she really started to “get” it …

The Masters Program was the first time someone took me, step by step, through the techniques used in great copywriting – how to write a strong lead, keep the product transparent, etc. All the secrets I suspected other writers were using, but that I didn’t recognize until I went through the Program.

Russ Banister credits the Masters Program with playing a huge role in his career transition …

It was only after I took the Masters Program that I had the confidence to become a copywriter. My self-esteem has grown because I’m doing something I’m good at and I’m recognized for.

Mark Kwasny says he’ll crack the $100K income barrier this year, thanks to the Masters Program … primarily because the program helped him with something he long struggled with as a copywriter:

The first few chapters [of the Masters Program] go into depth about knowing your prospect. They really helped me understand who I was writing to … getting a picture of that person and then targeting my writing to them – it’s increased the effectiveness of my writing tenfold. For me that was worth the price of the Program right there.

I could rattle off the names and stories of many more AWAI members who are working as paid, successful copywriters today thanks to the Masters Program. People I’ve talked to at Bootcamp … people I’ve worked with on projects through AWAI and Agora … emails Katie Yeakle and the AWAI team have sent me about members who have “broken through” and landed choice assignments with some of the top direct marketers in the country.

If I did, this letter would be a hundred pages long.

So let me sum it up:

No single resource I know of will help you “step up to the challenge” like AWAI’s Masters Program can.

And when you add in the tremendous boost our “Power Start 2009” Series will give you … the ultimate clip file (and more) the Copywriting Genius: The Master Collection will give you …

Plus the 18 FREE writing companion bonuses I mentioned that are jam-packed with hundreds of tips and secrets about all facets of the copywriting business …

And Bill’s eye-opening “Categorical Imperative” essay – the amazing little insight that changed the way I write copy forever …

And don’t forget the “Big Idea” special report that you’ll get immediately – complete with working samples and techniques for developing a new, exciting, fresh, and compelling “Big Idea” for every package you write.

In fact, I’m willing to go out on a limb to say that nowhere will you find such power-packed, copywriting-specific expertise offered in one “get-it-all-at-once” package.

What’s the value of all this knowledge, know-how, and expertise?

Currently, we’re offering the Masters Program – plus everything I’ve mentioned in this letter so far including the “Power Start 2009 Teleconference Series” as well as Copywriting Genius: The Master Collection (all together, an $1,829 value) online at the discounted price of $890 – a tremendous value given the long list of resources it includes… as well as the sheer impact the knowledge you’ll gain can have on your career.

I started out this letter by talking about just how important it is – now more than ever – to invest in yourself.

In these uncertain economic times, it’s crucial for you to master a financially valuable skill that puts your personal and financial future squarely in your hands – from this day on through your retirement years. Because as long as you can write great sales copy … use the written word to persuade people to buy … you’ll always be in demand in good times and bad … no matter where you live … or how old (or young) you are.

As an AWAI member, you recognize this and you’ve already taken that all-important first step.

Perhaps Our Monthly Plan Is Better For You

And if you’d prefer to take advantage of our “Masters-Secret-a-Month” installment plan, the price is $39 a month for 24 months.  Under this special limited-time arrangement, you’ll still receive all the bonuses I mentioned upfront with your first session, plus a spot in the “Power Start” calls.

So it’s your choice. Pay up front at the discounted $890 price and save $46… or get a lesson a month for just $39 – billed to your credit card over the next 24 months.

Take advantage of the special offer now.

Of Course, Everything’s Guaranteed

There’s one more thing before you sign up. There’s our guarantee to talk about – which is our standard promise to you for everything we offer:

Take a look at three Masters Program installments. If you’re not absolutely thrilled with the deeper secrets you’re discovering, simply return them (not the bonuses – they’re yours to keep, regardless) and we’ll issue you a full refund. If, after three months, you decide you don’t want any more Masters Program installments, just tell us – and we’ll stop billing your credit card.

If you choose to get the whole program at once, take 30 days to look it over. If you’re not thrilled, just return the unmarked materials for a full refund. (Again, keep the bonuses – they’re yours.)

Now I know we’ve covered a lot here. And everything you get with this amazing offer might be a little overwhelming.

So allow me to take a moment to recap. You get:

• Advanced copywriting secrets from some of the greatest Masters of the direct-response world – delivered in 24 “sessions”
• All 24 sessions on CD for convenient listening anywhere
• A spot in all 4 “Power Start Teleconference” calls
• Six live spec assignments you can start working on now
• Special “Masters Only” access to our “$10K Challenge” website page, where you can choose to write a spec sales letter from over a dozen AWAI assignments
• The AWAI “Big Idea” report … where you learn the secrets to anchoring your promotion with an exciting and compelling idea
• Copywriting Genius: The Master Collection – over 60 of the most successful sales letters of our day analyzed in detail … copywriter interviews … and 20 of our best “$20K Secret” reports
• Bill Bonner’s freshly revised “Categorical Imperative” essay as an easily downloadable PDF file
• 18 additional special reports on all aspects of copywriting, conveniently formatted on CD:
  • “The 9 Fundamentals of Good Writing”
  • “Business Skills to Help You Double Your Income and Personal Effectiveness”
  • “Copywriting Tricks of the Trade – 50 Essential Secrets That Every Copywriter Should Know”
  • “20 Master’s Tips”
  • “20 More Master’s Tips”
  • “From Competency to Mastery: How Long Will It Take to Do What You Want?”
  • “The 62 Most Common Questions Beginning Copywriters Ask About Getting Clients”
  • “A Cheater’s Desk Reference for Copywriters – 27 Tips, Tricks & Techniques to Help You Work Less and Make More”
  • “Using the Internet to Raise Funds”
  • “FTC Guidelines on the Use of Testimonials and Endorsements”
  • “The Power of Selling: The Art of Copywriting Above and Beyond the Direct-Mail Sales Letter”
  • “Personal Productivity Secrets – How to Accomplish All Your Most Important Goals”
  • “Interview With a Pro: Master Copywriter Arthur Johnson Tells All to Michael Masterson”
  • “Search Engine Copywriting Makeovers”
  • “The Importance of Readability in Graphic Design”
  • “Michael Masterson’s Analysis of the Famous Harry and David Classic Space Ad”
  • “John Forde’s Secrets of a Master: Less Is More”
  • “How to Market Subscription Newsletters and Other Information Products”

Plus, there’ll be surprises along the way … and anytime we update, revise, or add a section to the program, we’ll be sure to send you the newest and latest version.

A lot of stuff, I know.

But there’s one more thing I need to tell you about …

Your Own Private “Pipeline”
To Top Clients In The Industry

As a Masters Program member, you’ll have special access to AWAI’s Job Board at DirectResponseJobs.com. Besides being able to view all the latest copywriting jobs available, you’ll have access to a page where you can post your very own professional “profile.” Marketers and prospective clients can go there to check out the work you’ve done … who you’ve worked for … find out what kinds of projects you like working on. You can also include links to promotions you’ve done – even make your own special offers that’ll grab the attention of marketers in search of writers.

DirectResponseJobs.com is a fantastic resource for the industry – but for our Masters members, it’s an especially powerful tool. It’s like a neverending job fair – one that’s working for you 24 hours a day, 7 days a week!

So you see, if you’re serious about succeeding, we do everything we can to help you. And that means not only giving you the tools you need – but also putting you in touch with prospective clients.

And don’t forget – if you’re not absolutely thrilled with your Masters Program experience … if you’re not convinced that the information you’re getting will help you become one of the top copywriters in the country … simply return the material within 30 days and we’ll send any money you’ve paid for the Masters Program right back to you. (And all the special bonuses are yours to keep.)

There’s Never Been A Better Time

Quite frankly, there’s not a better time to take advantage of this offer.

First and foremost: the Masters Program – all the secrets you need to elevate yourself quickly from where you are now to A-Level copywriter.

The Power Start 2009 Teleconference Series, where you’ll lay down your very own personal plan for success – from setting goals to choosing a niche to getting clients and more.

You’ll be among the very first to see and benefit from my “Big Idea” special report …

You’ll get to access to Copywriting Genius: The Master Collection  … learn just what made each blockbuster control so successful … and hear tips and secrets from the writers who wrote them. The ultimate clip file!

We’ve added the 24 CDs, so you won’t miss one word of any Masters session …

We’ve added a ton of new and exciting bonuses – all of which are designed to help you succeed in all aspects of your copywriting career …

We’ve made meeting and getting clients as easy as possible for you …

So if you’re ready to get serious about your copywriting career – and take back control of your personal and financial future – there’s never been a better time.

I hope to count you among our small group of “Masters” soon! Call Pat, Debbie or Jackie at 866-879-2924 or click here to order today.

Sincerely,

Paul Hollingshead
Co-Founder, Co-Chairman, AWAI

P.S. Remember … there’s absolutely no risk. If you decide the Masters Program is not for you, simply return the unmarked program materials within 30 days and you’ll receive a full refund of any money you’ve paid. No matter what, all the bonuses are yours to keep.

Order Today!

American Writers & Artists Inc.