Masters Program 3.0 for Six Figure Copywriting By AWAI

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Copy Secrets I’ve Used to Generate $914,328 in Freelance Writing Revenues Over
the Past Two Years …

Dear Reader,

The last few years, I’ve gone back to my roots.

By that I mean — less consulting … less of the “business” side of stuff.

In short, I wanted to write again.

I wanted to get up at 6 a.m. and write till noon or so …

Then have the rest of the day to myself.

But before I did, there’s something I did that I haven’t done in quite some time.

I “revisited” a very powerful resource … one that was created by some of the great Master Copywriters who’ve had an important influence on my life.

Doing this accomplished two things:

It gave me the confidence and motivation to write more copy — and better copy — than I’ve written in my entire career …

And it further ingrained some very powerful and advanced skills I’m certain only one in a thousand copywriters know about.

Today I want to share that resource with you.

Because I wholeheartedly believe it can have a profound and immediate impact on your writing success.

In fact, I’m so sure it will, I’d like you to have it and benefit from it for two years at my risk.

More on that in a moment …

But first, my name is Paul Hollingshead.

I’m one of the Co-Founders of AWAI and a working freelance copywriter.

And although I’ve been writing a good deal of copy over the years, I feel the last several have been more dedicated to “business stuff”: consulting, taking meetings, traveling to clients, finding and hiring other writers, developing marketing strategies, and so on.

Only when the time permitted was I able to work on my own freelance projects.

Point is, I felt a little like I’d lost a piece of “the writer’s life” we talk so much about at AWAI …

You know what I mean …

That special life you can carve out for yourself when you learn this powerful skill:

• The opportunity to make a good income outside the stifling confines of a 9-to-5 job …
• No bosses …
• No daily commute …
• No office politics …
• No faceless entity telling you where you have to be, when you can go home, and when you can go on vacation.

Travelling to scheduled meetings and client’s offices, sitting in on conference calls … I felt like I didn’t have the cherished freedom I once had … where I could look at the week ahead … choose the hours I wanted to write … and have the rest of the time completely to myself.

That’s when I said — enough! I want to write again and forget about that “other stuff.”

But the truth is, that “other stuff” paid well. And I knew if I was going to make up that “non-writing” income, my copy would have to be that much better.

Which brings me full circle to the very special resource that — if you’re serious about becoming a great copywriter — I’d like you to try it … for two years … at my risk.

Why?

Because by applying the deeper secrets and persuasive strategies found in this powerful resource, I was not only able to “make up” that extra income …

I was able to make it up … and much, much more …

In fact, looking at the 1099’s from just ONE of my main clients the last two years, I’ve generated over $914,328 in writing fees and royalties.

One client!

I was amazed. And frankly, a little shocked.

But then again, when I look back at some of the writing and royalty checks I’ve received over the past year …

$13,650 last April …

$39,705, $45,000, and $27,500 last May …

$22,400 in June …

$39,305 in August …

$16,542 in September …

$42,841, $11,577, $29,412, and $9,905 in October …

$8,192 and $8,369 in December …

$11,372 in January …

$10,447, $9,353, and $26,868 in February …

Well, with checks like that rolling in, I suppose I shouldn’t have been surprised!

And remember — this was money earned writing what some people would consider part-time hours — from 6 a.m. to noon most days … and long stretches of “fun days” in between!

Now I’ll be frank …

There are a lot of AWAI members I speak with at Bootcamp who say they’re happy making an extra $50,000 … $80,000 … even $100,000 a year writing copy.

That’s great!

And to be perfectly honest, if that’s you, you don’t likely need the advanced skills the resource I want to share with you today gives you.

But if you’re one of those who want it all …

If You Want it All

All the freedom the writer’s life gives you … AND a super charged income to go with it.

I’m talking $200,000 … $300,000 … even $400,000 writing the same amount of copy — then you’ll want to consider my risk-free offer today.

In fact, if I’ve learned one thing about this business in all the time I’ve been doing it, the only difference between a $100,000 and a $400,000 income is the clients you’re writing for … and the royalties you’re earning.

And that boils down to one thing: the skills you can bring to the game.

Let me give you an example.

Ever since I got into this business 18 years ago, the companies I’ve written and consulted for are starving for copy. Every month, they need literally hundreds of letters, sales promotions, video scripts, web pages, lift notes, autoresponders, and more.

Most of those are smaller projects that can bring in anywhere from $10,000 to $250,000 in revenue for the company. In most cases, these mini-campaigns work to keep cash flow moving … while offering valuable products and “upsells” to the company’s existing customers …

These are the projects the typical “B” Level copywriter can handle — folks who can write a good, solid, direct promotional piece. And, yes, they’re paid well relative to the revenue those letters bring in.

But some projects — typically one out of five — are important campaigns vital to the company’s bottom line.

Typically, they’re responsible for generating the bulk of the company’s revenue — and can bring in a million dollars or more each time they’re mailed — things like new product launches, core product promotions, lifetime offers, and more.

Or they’re crucial to attracting more new, paid customers, which is the lifeblood of — not just the direct-response business — but every company in the world.

For these crucial projects, clients will turn exclusively to “A” Level copywriters.

I’m talking about seasoned writers who understand the deeper secrets to “connecting” with their prospect … who know how to build a promotion around a unique and compelling idea … and can construct an irresistible offer.

That’s why “A” Level copywriters are in such high demand — and paid so well.

Because they’ve learned the secrets to writing copy that breaks through all the advertising clutter out there … and rises above the rest.

You’ve seen these letters.

Every industry has them. They’re known as “breakthroughs.”

And you remember them.

Where the Big Money Awaits …

In my niche — financial publishing — one breakthrough letter brought in over 300,000 new customers for a newsletter business and probably paid the writer who wrote it over a million dollars in royalties.

Another I saw recently generated over $15 million in “back-end” sales — which is the term used for selling other, typically higher-priced products to existing customers. Assuming that copywriter is paid the typical royalty given to “A” Level copywriters … he or she could have made over $450,000 …

For a letter that might have taken a few weeks to write!

Of course, not every letter is a blockbuster. But I can tell you from my own experience …

Once you understand the deeper secrets to writing “A” Level copy — and you can attract those “marquee” projects — it’s not unusual for a single promotion you write to pay you tens of thousands of dollars … at a minimum!

For instance, not long ago, I got paid a royalty for over $29,000 — after an update to a letter I wrote two years ago.

In fact, here’s a screen shot of the direct deposit to my checking account:

And before that, I was paid over $52,000 in royalties for the very same letter … not to mention the $10,000 I earned for writing it.

That’s over $90,000 so far — from one single letter!

There are others.

A campaign I first wrote well over five years ago just mailed again for probably the fifth or sixth time. Over the years, it’s generated well over $10 million for the company — and has paid me over $300,000. (In fact, I’m expecting another check for around $12,000 any day now — and all I had to do was spend a day or two updating it!)

I recently had two letters mail and they should bring in roughly a million dollars each — and pay me just over $60,000 in royalties in 2014.

And any day now, I’m expecting a royalty check for over $100,000 for a letter that brought in over $3.5 million in revenue.

Please understand that I’m not telling you this to brag.

Access to “Marquee” Assignments

I’m telling you this to illustrate the serious money that can be made when you’re able to attract the high-paying “marquee” projects.

And please understand: This is not about having to write more copy.

It’s about writing more effective copy that generates bigger revenues (and royalties) — and, in turn, puts you on the short list of “A” Level copywriters top companies look for when it comes to their most important projects!

So it’s still possible to have your time and freedom to live life on your own terms … and make these big dollars.

Question is … how do you acquire these higher-level skills?

Well, that’s why I’m writing you today …

Years ago, when we first started introducing aspiring writers to this fun and lucrative niche of the writing industry, we recognized there would always be two “types” of writers …

Those who are satisfied to know the basics of copywriting, content to make a good living working on smaller projects while enjoying the freedom this life gives you …

And those who want it all: the prestige assignments … the big writing frees … the fat royalty checks … the reputation for being among the best in the business … and all the perks that go with it.

Just to be clear, there’s nothing wrong being a “B” Level copywriter. Most of the copywriters in the industry fit into that category and the ones I know are happy, successful, and thriving …

But if you want to step up to the “A” Level, you must learn the “A” Level secrets.

And that’s where AWAI’s “Masters Program” comes in.

You Can’t Learn These Skills Anywhere Else

Ever since we created the first version back in 1999, The Masters Program has been the resource AWAI members graduate to when they’re ready to ratchet up their skill level …

When it’s time to learn the deeper secrets to writing copy that sells billions — and gets you noticed within our industry.

Masters secrets are a result of decades of collecting, breaking apart, and analyzing the most successful direct-mail packages … meeting, talking, and working with legendary copywriters … determining what makes the great promotions outsell and outlast all the others … and then “packaging” these ideas in such a way that any ambitious copywriter can understand them and inject them into his or her copy.

You won’t find these skills talked about anywhere else.

And let me warn you right off the bat …

While some of these secrets you’ll “get” right away — others may take some time to wrap your head around. There are sections within modules you may have to study several times in order to really get what’s being taught.

For example, for years I struggled with the advanced concept of “indirection.” That’s the secret legendary copywriter Gene Schwartz first talked about when he discovered that ads that “hide” the product — or make it invisible — tend to work far better than those that don’t use this advanced secret.

But once this idea “clicked” with me and I started using it effectively, my letters started pulling in a lot more money … in some cases two and three times as much.

My income soared — from right around $150,000 a year to upwards of $350,000 …

For years, I thought the more benefits you could throw at your reader the better. But then Mark Ford (you probably know him by his pen name, Michael Masterson) proved that all of the most successful promotions throughout history have one trait — they’re all anchored by one very good, very compelling, and instantly-appealing idea.

This Masters “rule” was an awakening for me.

Not only did my letters pull in more money for my clients when I followed it … I found that focusing on one very powerful idea made the letters a lot easier (and more fun) to write!

Just recently, I learned another high-level trick — the “secret structure” behind those successful Video Sales Letters you see everywhere these days. I’ll tell you a little more about this secret in a minute … but what I was able to apply to my writing from this secret alone has helped me earn at least an extra $200,000 over the past two years alone.

My point is simple.

The impact secrets like these can have on your writing is immediate and dramatic.

Your writing will be clearer and more persuasive.

Your promotions will be grounded in stronger “Big Ideas” that reach your prospect at a much deeper level.

More Confidence, Better Clients, More Money

You’ll have the copy skills and marketing knowledge needed to take on bigger, higher-paying projects.

You’ll be confident working with and advising high-level clients.

You’ll make more money. Lots more …

Listen, for instance, to what Beth from Minnesota had to say about her experience using the original Masters Program:

“The Masters Program has become the cornerstone on which I’ve been able to successfully grow my business. Thanks to everything I’ve learned at AWAI, my copywriting income more than doubled last year. In addition to local clients, I work with publishers nationwide to help them create compelling sales materials for their information products.”

Or Mike from Palm Cove, Florida, who has this to say:

“I thought I was a pretty smart copywriter — making over $1,000 a week with my ‘niche’ specialty — writing space ads. But, just one concept I learned from AWAI’s Masters Program has rocketed my little at-home business into the $10K-a-month club. I feel I’m now part of a ‘secret club.’ A small, exclusive group of highly-paid, specially trained individuals who are in great demand by direct marketers all over the world. It’s very cool to be needed, respected, and … successful!”

Glenn from Canada also echoed what Mike and Beth had to say:

“AWAI’s Masters Program has been invaluable to me. The deeper secrets have put me head and shoulders above the competition. As a result, there’s only been one week in the last three years when I haven’t had work … I typically work on several projects at one time … and my income doubled last year.”

Do you see the common thread here?

They all tell us their income soared after learning and applying the powerful writing and selling secrets The Masters Program contains — by “layering them on” the basic skills they already knew.

It’s like a light suddenly went on in their heads — and they knew exactly what they had to do in their sales promotions to make them stand above everyone else’s.

In fact, it’s many years of getting letters like these from AWAI “Masters” members that gave us the idea — and the confidence — to extend you the remarkable offer and guarantee I want to give you today.

And now that we’ve made The Masters Program even more powerful — we’re so certain of the impact this program can have on your success that we wanted to be sure there was no risk for you whatsoever to try it.

So if you really want it — and you’re willing to learn these powerful secrets — here’s what we’re willing to do for you:

The Difference Between
Good Copy And Great Copy

It drills down further … exposing the deeper secrets to what drives a prospect’s decision to buy.

How can you distinguish a sales letter or promotion written by a Master Copywriter, as opposed to an ordinary one?

There’s one simple way …

Do you ever see ads, or sales letters, or even web copy where you read them and you know right away you’re reading an advertisement for something?

Most — I’d say 99% of all ads you read — fall under this category. These are ads written using ordinary secrets and the standard rules of ad writing. They’re not bad. They may even do the job they’re intended to do. And as a copywriter creating these “ordinary” ads, you can make your hundred grand a year, no problem …

But every now and again, you’ll see an ad written by a Master. A “Master’s ad” doesn’t feel like a sales message at all.

Instead, you feel like you’re reading a letter from a friend who has your best interests at heart and who really wants to help you solve a problem … get more out of life … be more confident — whatever the product is intended to do for you.

You find yourself captivated — excited by the prospect of what the product can do for you. You’re not the least bit skeptical. Not only are you excited to buy … you can’t wait to get the product in your hands!

Do you see the difference?

Now, it’s quite possible you’ve never been “captured” by an ad like that.

As I told you, they’re few and far between.

But that’s the kind of ad, sales letter, and web copy knowing these Masters secrets will help you write.

Truly Life-Changing Knowledge

And because this knowledge will take your writing to an entirely different level — response rates to your letters will soar … demand for your work will skyrocket … and royalties will go through the roof.

In fact, a woman once told me that the secrets she’s learning in The Masters Program are like a graduate degree in psychology. As a Master Copywriter, you’re learning instinctively how to “elevate” the relationship you have with your reader … to the point where he or she doesn’t feel like they’re being sold at all!

Let me give you an example …

One of the most powerful secrets you’ll learn in The Masters Program is “The Secret of Transparency.”

Now, if you’ve studied AWAI’s Accelerated Program, you know that we should never sell the features of a product … we sell the benefits. But The Secret of Transparency takes that very basic copywriting principle and raises it to a much higher level.

Let’s say you’re selling a financial newsletter — or even something as common as a vacuum cleaner.

You know by now it’s not a “newsletter” your reader wants … or even the “news” a newsletter brings. And he certainly doesn’t want another clunky appliance cluttering up his home, no matter how sleek or powerful it might be. Even an average copywriter knows to sell the benefits those products can deliver.

In the case of a financial newsletter, it’s the image of having all this extra money coming in as a result of a well-chosen stock or unique investment strategy. With the vacuum cleaner, it’s the promise of a cleaner, more sanitary home. So an ordinary copywriter will sit down and write a letter that promises those very things. And likely it would do quite well …

You Will Move Far Beyond the Basics
But at the Masters level, you will know to go beyond those basic benefits …

Once you understand The Secret of Transparency, you’ll get your prospect to start thinking of the vacuum cleaner, not just in terms of how it will clean her house better — but how much easier her life will be … how much more free time she’ll have to do the things she really enjoys … how she’ll be admired by friends and guests who visit her home … and so on. All without stating any of it directly. The reader will just feel it. That’s the “Masters touch.”

Same with the financial newsletter …

Your reader won’t just be thinking about the money he or she can make — but the freedom they’ll have because of it … the respect and admiration they’ll get from friends and peers … and the peace of mind knowing that they will always have a decisive edge nobody else has when it comes to matters concerning money.

Exclusivity … freedom … respect … admiration — all the things people really want.

And as a copywriter who learns The Secret of Transparency, you’ll understand how to take a group of “ordinary” benefits and elevate them to a point where they’re irresistible to your reader. When you do this successfully, your prospect will be so enamored by the deeper benefits the product is able to deliver — that the product itself becomes “transparent”!

The Secret of Transparency is a very powerful selling technique … and it’s just one of dozens you’ll learn from The Masters Program.

It’s these “deeper secrets” that have allowed AWAI members who have taken The Masters Program to elevate their copy — and their careers — so dramatically and so quickly.

Many, Many More Secrets

We have recently completed the most major overhaul of The Masters Program in its 12-year history.

• We’ve added dozens of brand-new secrets and selling techniques that are proving to work in today’s fast-changing e-commerce and direct-response marketplace …
• We’ve reorganized the flow and sections so it’s easier to follow … and easier to find a high-level technique when you need it.
• We’ve put the entire program online — so there are no big books or binders to lug around … CDs to store … and you can access it on your computer, wherever you are, whenever you need it …
• We’ve added an entire section on advanced secrets for writing great web copy — secrets we’ve been quietly gathering over the years while working with some of the greatest web writers and most successful e-commerce companies on the planet …
• We’ve added lots of audio and video presentations to make the learning easier and more fun … and to drive home key points in a much more powerful way …
• We’ve added a new section we’re very excited about called “The Copywriting Masters” — where we introduce you to over a dozen of our industry’s superstars past and present — and tell you the impact they had on our industry and what specifically you can learn from their work.
• And a whole lot more …

I’ll tell you more about some of the specific resources we’ve added to the “new and improved Masters v3.0” in a moment …

Insights From the Greatest Minds in Copywriting

Remember, The Masters Program is not a collection of theories and ideas of one copywriter — no matter how successful …

It’s an anthology of the very best market-tested and proven copywriting ideas from some of the best copywriters in the world — past and present …

People like Mike Palmer, who’s written countless multimillion-dollar sales promotions for the financial newsletter industry … including one promotion that’s going to ultimately be responsible for over $1 billion in sales!

People like Bill Bonner, who’s turned his very deep and profound writing and marketing knowledge into a nearly half-billion dollar per year information publishing and marketing firm …

Mark Ford, who’s knowledge of good writing has helped him launched dozens of multimillion-dollar businesses … helped to sell more than $10 billion in goods and services through the mail … and helped make him a millionaire sixty times over in the process.

And these are just a few of the experts.

In just a minute …

I’ll tell you about the latest industry superstar to contribute his transformational secrets to our Masters Program — including details on the hottest trend in direct-response marketing today. (In fact, I’m willing to predict that the secrets he’ll share with you on this topic alone could double your income this year … and for many years to come!)

My point is …

Having The Masters Program is like having these folks — and the dozens of all-time great copywriters from every era they’ve studied and emulated from over the years — right by your side … feeding you all the crucial secrets that can take your copy, and your career, to the very highest level.

And with The Masters Program v3.0 — we’ve raised the bar even higher.

Let me tell you a little about it — and some of the master-level secrets you’ll be learning as you work your way through this fun and exciting program.

First, we’ve divided The Masters Program into six distinct “Modules” so it’s easier to follow:

Module One covers “Writing Concepts.” The interesting thing here is that a lot of people new to the program assume a Masters Program on writing is about writing more “sophisticated” copy.

It isn’t.

In fact, the entire purpose of this section is to simplify your writing — and having you communicate to your reader one idea at a time … in short sentences … in a calm and conversational tone.

One of the most important concepts you’ll master early on is Mark Ford’s “Rule of One” — the idea I told you about earlier that every successful promotion has at its core one single and strong idea. (Ordinary copywriters tend to write about many things, which only waters down copy so it becomes far less effective … )

That’s just one of seven powerful Masters techniques you’ll learn about effective writing in the first Module …

Module Two covers the “Principles and Structure of Selling” — and how you incorporate high-level selling skills into written copy and video presentations.

For example, over the years, we’ve studied all the great mail promotions — and all the great Internet promotions. All of them, without fail, adhere to the principles of The Four-Legged Stool — the four things every successful promotion needs to have working, always. If one of those legs is missing — the package becomes far less stable. Take two of those legs away and your sales letter cannot possibly stand.

I know Master Copywriters who still have each of the elements of the “four legs of the stool” taped to their computer screen … so they’re always mindful of this idea when they’re writing. In this section of The Masters Program, we delve deep into this core Masters secret with audio, video, and via the written word. If you’re going to be an “A” Level copywriter, you must understand this concept.

It’s one of six very important ideas on selling that all Master Copywriters know.

Module Three is where the rubber meets the road, so to speak. It’s called “Crafting Great Sales Letters” and it’s jam-packed with high-level secrets for writing the most compelling copy possible. One is the secret of the “Core Complex,” an advanced technique for reaching your prospects on a much deeper emotional level.

When you can do that — when you can talk to your reader about what he or she really wants … outside of the realm of “fear and greed” … you’re able to establish a relationship with your reader built on trust and mutual respect. Your credibility soars. The perceived value of what you’re offering goes through the roof. And in the end, the likelihood of a sale is as much as 10 times greater.

Module Three is where you’ll learn seven very powerful Masters secrets for engaging your reader like no average copywriter can.

Module Four is what every copywriter needs to know these days: “Advanced Online Copywriting.”

Here’s a little secret: Most companies marketing online out there — even some of the biggest — haven’t a clue what they’re doing. They’re flying by the seat of their pants … learning as they go. When you know the secrets to writing online copy that sells — the world will beat a proverbial path to your doorstep. And that’s what this section focuses on entirely.

You see, AWAI has had the very good fortune of working very closely with Agora Publishing over the years … a company that has spent the last 10 years (and many millions of dollars) unlocking the secrets to successful online direct-response marketing — everything from books to travel, to newsletters to consumer goods. And we’ve not only been watching them every step of the way, many of us have been involved in the process.

Everything we’ve learned, we share in this new version of The Masters Program. All these high-level secrets — from tips to writing a successful online sales letter … to techniques for getting sales emails open … to optimizing the performance of your home page … to writing copy that overcomes short attention spans.

Plus, this is the module where we’ll share our Masters lesson about writing Video Sales Letters.

Video Sales Letters, as you may know, are the hottest thing in online marketing. They can double and triple the response of traditional sales letters. That makes your client happy … but of course it can also double and triple the royalties you’re paid as well!

I’ve seen the power of these videos first hand working with my main client Agora Inc. Back-end promotions that once would bring in $1 million now can generated $2 million and $3 million in sales. And for the copywriter, it’s just a matter of following a proven Video Sales Letter formula … and making sure your client uses some of the production techniques that have been proven to work.

Master Copywriter Clayton Makepeace is one of dozens of Master Copywriters enjoying huge success with Video Sales Letters. He revealed his 17-step plan for producing successful videos for AWAI members at last year’s Bootcamp.

The presentation was so successful and so well received by everyone, we decided to build a high-level Masters Program lesson around it. In a moment, I’ll tell you a little more about this, our latest addition to all the power-packed secrets you’ll find in our new Masters v3.0.

With this material in hand, you’ll not only have everything you need to become an expert in Video Sales Letters, you’ll have an entirely new marketing tool you can offer your clients — one that can add (literally) hundreds of thousands of dollars to his bottom line … and your own income in added fees and royalties, year after year!

Module Five will educate — and inspire you. It’s called simply “The Copywriting Masters,” where you’ll learn about copywriting pioneers and how they changed advertising forever — plus the contemporary masters of copywriting and how you can learn from them.

People like David Ogilvy who created “The Man in the Hathaway Shirt” campaign, which some would argue is still inspiring copywriters today as the forerunner to Dos Equis beer’s “World’s Most Interesting Man” commercials … Gene Schwartz who was a master of the “down and dirty” direct-mail genre and was the first to truly understand the relationship between the product, the prospect, and you, the copywriter … Dan Kennedy, who is not only a Master Copywriter, but also an expert at self-promotion and getting and managing clients … plus 19 others who have all left indelible marks on our industry.

Knowing them and their work will not only give you a good history and perspective of the industry … you’ll also learn about the specific skills they’re known for, so you can inject a little “classic mastery” into every promotion you write.

This is a wonderful addition to the Masters v3.0 that’s sure to impact your writing in so many positive ways.

Module Six wraps things up with Masters secrets on “Focus and Inspiration.” It’s all about keeping that “drive to succeed” alive in you at all times … and overcoming the inevitable roadblocks that come our way. Like erasing self-doubt and a surefire solution to writer’s block I can vouch for personally. It’s as easy as opening up a blank Word document and writing anything that comes to mind. It works for me every time!

But it’s not all about the “mental” side of great copywriting. You’ll learn master-level tips for dealing with clients, building up your copywriting business, increasing your daily productivity, and finding a winning tone, style, and voice to your writing that your clients (and readers) will love.

Take All the Time You Need …

Now, please understand that I’ve just touched on what you’ll learn in each of these Modules. If I were to describe everything in detail here — you’d never get through this letter!

That, in part, is why we’re so adamant that you take all the time you need to try this program … to absorb and fully understand these advanced secrets … work on incorporating them into your copy.

It’s so you can see and learn them all — and then decide if you think they’ll have a dramatic impact on your writing and on your career or not.

If yes, then you have everything you need to achieve copywriting mastery. If no, all you have to do is call us up to let us know, and we’ll send you your money back with no questions asked.

With that “no-risk-take-as-long-as-you-need guarantee in mind, let me just run down an abbreviated list of some more of the topics and ideas covered in Masters v3.0:

• You’ll learn the secret of “Just Three Things” — a surefire technique for opening your prospect’s mind to the message you want to give him …
• The “Blockbuster Formula” — the shortest path to the most effective copy on earth …
• You’ll become a master of the “Big Idea” and learn the “Mike Palmer formula” for anchoring your sales letter with a strong one each and every time …
• You know “The Golden Thread” as AWAI’s e-letter for copywriters. But did you know it also refers to a very advanced Masters secret that ensures your prospect never loses sight of why he’s reading your sales message and why he should stick with you from beginning to end?
• You’ll learn how Master Copywriters develop a “Market Mindset” that lets us spot new sales and promotion ideas during our daily lives. (Imagine ending each day with too many ideas to work on the following day!)
• Headlines and bullets — they’re the meat and potatoes of any written or online promotion. After this Masters “Headline Maze” session, you’ll never write a weak, non-specific, uninteresting, boring, “nothing” headline again.
• Don’t forget about “The Secret of Indirection.” This alone will transform your copy in ways no ordinary copywriter can compete.
• How about the “Core Complex”? It’s how to know what your reader really wants — and what you need to do in your copy to connect with him on that much higher level.
• Stuck for a package theme? Try these two Masters techniques for your next letter: “The Common Enemy” and “The Big Prediction.”
• Learn 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 secret of the “Four P’s©: 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 “Masters 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) …
• All this and more …

In a moment, I’ll tell you how you can have the entire Masters Program at your fingertips — so you can start soaking in all these powerful secrets and more right away …

Are You Ready for This?

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

Well, again, it depends on how serious you are about your copywriting … how quickly you want your success to happen.

In other words — how badly do you want it?

I’ll assume that if you’ve come this far, you want to become a successful, work-at-home copywriter earning six-figures … But maybe you’re worried this stuff will be too advanced for you.

Here’s what we’ve learned …

For many years, we hesitated to offer these advanced Masters secrets until you learned all the “basic” rules. 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.”

The more we thought about it, the more we realized that motivated members of the Accelerated Program were blowing right through the basic material … and wanted the best stuff fast. That’s why we decided to make the Masters 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 … 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 — 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.

These Can Triple Your Response Rate

You’re probably seeing the impact Video Sales Letters are having on direct marketing.

I know in my business, a well-executed video can double and triple a promotion’s response rate. And in many ways, creating a video is easier than writing a full-length sales letter. You have license to be a lot more creative, with pictures, video clips, animated graphics, and so on. It’s really like scripting a little movie!

And there’s no doubt in my mind that learning the secret formula to a successful Video Sales Letter played a big role in my earning over $914,000 the last two years from one client (and well over $1.1 million when you add in my smaller clients!).

But like anything else, there’s a formula to success. There are little tricks that can make one video more successful than the next.

These days we see a lot of high-production videos with slick announcers and “network news” quality production. Do those work better than the simple “talking promotion, where an announcer simple “reads along” with you? Not necessarily so …

Like everything in our business, it’s the strength of the idea that makes for a successful promotion. How effectively you solve a problem for your prospect and how well you back up your claims that you can deliver what your promising.

Nobody knows how to infuse these copywriting basics into video better than legendary copywriter Clayton Makepeace.

Clayton is clearly one of the modern-day geniuses of direct response. His promotions routinely generate millions of dollars in sales for his clients and bring in tens of thousands of new customers each and every year.

That’s why Clayton — like many of the masters who have contributed to this program — will go down in history with the all-time greats — Gene Schwartz, Gary Bencivenga, Arthur Johnson, Bill Bonner, Mark Ford, Mike Palmer, David Ogilvy, and others.

And that’s why we’re thrilled to have teamed up with Clayton to bring you this extraordinary Masters lesson on Video Sales Letters …

Your Step-By-Step Guide to Winning Videos

No question, it’s one of the most “immediately useful” lessons you’ll find in The Masters Program.

Right away, you’ll learn The Process for creating your Video Sales Letter.

You’ll learn proven strategies for making certain prospects get to see your Video Sales Letter … that they watch it to the end … what to do with prospects who abandon (leave) your presentation early — and what to do with the prospects who want to buy your product so you don’t risk losing them.

Then it’s to the meat of the lesson: “How to Write a Great Video Sales Letter in 17 Simple Steps,” where you’ll learn the “When and Hows” of presenting your sales message.

You’ll learn …

• How to briefly and succinctly “state and dimensionalize” your sales presentation’s major theme …
• The one question your first 5 slides must answer if your VSL is to be a huge success …
• How to overcome ‘maximum skepticism’ (the #1 challenge of every online marketer) …
• 5 of the most effective ways to credentialize your VSL’s expert …
• 3 tips for getting viewers to watch — all the way to the end …
• 4 techniques for telling an effective story via the online video format …
• How video can be much more effective than the written page when it comes to having your viewer “see” the bigger benefits of your product …
• When (and when not) to reveal premiums and the product itself …
• 3 things you can do to encourage your viewer to buy right away …
• When you should present your offer — and at what point of the presentation your “order button” should appear on the screen …
• 3 ways to make your price point seem ultra low (including the tried-and-true “mundane product” technique).
• When to present your guarantee and how to present it in the most positive of terms …
• Why and at what point you should have an “Urgency Motivator” in your VSL — and 4 that work every time …
• Why it’s crucial to tell your reader to click the order button when you ask for the sale … and the thing most ordinary copywriters fail to do at this crucial part of the presentation …
• And much, much more.

Of course it’s important to know that these steps don’t just apply to Video Sales Letters — they’re also important elements every successful sales letter needs to have too!

Which brings me to an important point about Clayton’s 17-step process: not only is it useful in helping you create a million-dollar video presentation, it can also serve as a template for every sales letter you write!

Suddenly, Everything Becomes Clear!
In other words, it shows you the step-by-step process of making your promise … credentializing your expert … offering all levels of proof … ratcheting up your prospect’s excitement level … demonstrating the benefits … techniques for making the offer … sweetening the deal … making the guarantee … and ensuring your prospect has no reason whatsoever to say “no.”

It’s all here in this very direct, very succinct presentation.

But that’s not all. Clayton also reveals his “9 Rules of Thumb” for structuring your Video Sales Letter presentation, including:

• How your text should be aligned …
• Tips on typefaces, fonts, and sizes …
• How many characters to a line, and lines to a slide …
• When color is appropriate and when it’s not …
• How to use video, charts, pictures, and graphs effectively …
• This importance of “tone” — both in terms of writing style and the voice you choose to deliver the message …
• And the answer to that all-important question: “How long should a Video Sales Letter be?” (Hint: Same as a sales letter: as long as it takes you to cover all the product’s benefits!)

And finally, you’ll learn ways to bolster the effectiveness of your Video Sales Letter using proven embellishments, such as:

• Third-party introductions techniques …
• Full video introductions techniques …
• Animated charts …
• Actors …
• Photos …
• Film Clips …
• Demonstrations …
• Effective use of headers and footers (that space above and below your “moving” video)
• And all-important strategies for “bump” offers that can double and triple the revenue you generate with each sale.

And to really drive everything home, we’ll show you “real-life” examples of the most successful Video Sales Letters working today — and show you where each of Clayton’s 17-step processes are used. So you not only learn the technique, but you also get to see how it’s applied in a real live situation, so you can better use it on your own projects.

Again, this is a “bonus” Masters benefit that you’ll see right way when you order the program.

And because Masters v3.0 is live, online, and “organic” — we can (and will) be adding more and more elements to this and other lessons as the days go on. That way you know you always have the latest secrets backed by the freshest and most current examples.

Another “Bonus” Resource —
So Potent it Turns Average Copywriters
into Great Ones … (And Great Ones into Legends)

I’ve long held you can become very successful with three resources at your fingertips:

1. The Accelerated Program for Six-Figure Copywriting you have now …
2. The Masters Program I’m telling you about today (especially now with Clayton’s 17-step outline) …
3. And last but not least, a good, detailed clip file of ads and ideas you can “steal” from when you need to.

Of course, you should always be learning and expanding your knowledge base … and AWAI certainly offers you all the resources you’ll ever need to do that …

But these three resources (and the desire to have the writer’s life) will give you the tools you need to go from where you are now … to “A” Level copywriter very quickly.

Which brings me to the very special free bonus I want to give you when you order your Masters Program today. It’s the “third” resource I think every copywriter should have: a “file” of the world’s greatest and most successful sales letters.

That’s why I’m so excited to be able to include AWAI’s Copywriting Genius: The Master Collection at no extra charge with your Masters Program v3.0 purchase today.

With it, you’ll get access to 64 blockbuster direct-response promotions that blew the doors off the existing controls. Letters that brought in hundreds of thousands of dollars — mailing after mailing. Some of which have been mailing four or five years!

They’re known in the industry as “grand-slam home runs.”

But that’s not all.

You’ll also get a thorough analysis of precisely what it is that made each letter great. We’ve broken down these winners section-by-section for you. You’ll get an expert critique of the format, headlines, subheads, product positioning, bullets, offer, false close, actual close, order device … every element that goes into a winning package.

And, for some invaluable extra insight into what made each of these promotions so great, you’ll even get an in-depth and revealing interview with the writer of the letter. This really is a unique opportunity to get inside the heads of the greatest copywriters of our day and hear firsthand the deep, powerful, and useful insights from the copywriter himself.

Here’s a little confession: One of my most successful letters of the last two years — one that generated over $3 million in revenue and has made me over $100,000 in royalties so far — was based on an idea “borrowed” from Copywriting Genius: Master Collection.

Not fair, you say?

You won’t think so when you see these promotions and know the “unwritten rule” …

The great thing about AWAI’s Copywriting Genius: The Master Collection is you not only learn powerful new techniques from it — but you can “steal” from it, too! Of course you can’t lift long passages of copy word-for-word … but you can certainly borrow from the great ideas … structure your letter after a million-dollar seller … use the same tricks and techniques these Master Copywriters used. (Hey, it’s a little secret of the business: we “borrow” the stuff that’s working all the time. And I’m not ashamed to say that I’ve made a very lucrative career from it!)

The Power to Transform Your Writing Career

You know, if you’re serious about becoming a great copywriter, I can’t think of a better way to jump-start your career than with the cutting-edge Masters v3.0 high-level secrets … our newest lesson on VSL presentations … and this collection of blockbuster controls.

I already shared with you a few letters from folks who’ve told us The Masters Program helped them double their income.

Others have written to tell us The Masters Program was an important “turning point” in their copy careers. Here are just a few:

“I’ve been enrolled in the Accelerated Program for Six-Figure Copywriting for several months now and have also recently enrolled in The Masters Program. Just last month, I landed my first paid copywriting gig, and it should be an ongoing one … so thank you AWAI. I think the most valuable element of your program is the belief you instill in the aspiring copywriters enrolled in your programs.”

Rachel B., Grayslake, IL

“I’ve just been invited to work with one of the country’s top copywriters. It was quite a selection process … based in great part on writing samples I submitted. AWAI’s Masters Program is one of the keys that pushed my writing to a new level.”

Malcolm S., Lake Worth, FL

“I’ve completed the Accelerated Program and recently purchased The Masters Program. Before I got past Chapter 3 of the Masters, I got my first job! … ”

Fran M., Indianapolis, IN

“If it weren’t for the Accelerated and Masters Copywriting Programs, I’d still be thinking small and missing out on doing two things I love: writing and cashing checks.

“P.S. The company is referring to me as a ‘Special Projects Facilitator’ … I like the ring to that!”

Anthony C., Berkeley, CA

So again, back to the value of all this knowledge and expertise … advanced skills you’ll be able to apply to your trade from this day forward.

For years we’ve said — and many who have taken the program agree — that The Masters Program is like getting a “graduate degree” in the business of copywriting. It really is …

It’s been specifically designed to raise the level of your expertise, giving you more skill, more confidence, and the opportunity to compete with other Master Copywriters at a very high level. And you know what that can mean from a compensation standpoint …

Writers with a long history of successful controls under their belt can command fees three and four times greater than average copywriters with little experience and a so-so track record.

We’re not suggesting the skills you’ll learn here will turn you into a superstar overnight. But I can promise you from firsthand experience that these skills will strengthen your writing and broaden your knowledge of the selling process. And as you apply that knowledge to your writing over time, your success will grow with every page, every package, and every control you write.

What’s this all worth to you?

I can tell you this …

If I hadn’t learned many of the principles that are behind the advanced techniques you’re about to learn, I might be an average copywriter earning $100,000 or so a year. But I’m not. I’m quite a good copywriter with a good track record of success who in the last two years earned over $914,000 in writing fees and royalties.

Get Started Now

And don’t forget about Copywriting Genius: The Master Collection. I still believe one of the best ways to learn this business is to study — and mimic — great promotions that have worked in the past. It’s a resource you’ll turn to time and time again — yours free with The Masters Program.

And for sure don’t miss out on the opportunity to benefit from our exciting Masters VSL lesson that’s based on Clayton’s, my and Agora’s enormous success in the Video Sales Letter market.

Sincerely,

Paul Hollingshead
Co-Founder, Co-Chairman, AWAI

Masters Program 3.0 for Six Figure Copywriting By AWAI, what is it included (Content proof: Watch here!):

• Module 1 Writing Concepts
• Module 2 Principles and Structure of Selling
• Module 3 Crafting Great Sales Letters
• Module 4 Advanced Online Copywriting
• Module 5 The Copywriting Masters
• Module 6 Focus and Inspiration
• Guided Tour.flv
• Masters Syllabus.pdf
• Masters Welcome Letter.pdf
• Page.jpg