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Part 1
What Exactly Is Copywriting?
W hen most people think of “writing careers,” they think they have two
choices:
You can become an author and write books — fiction, non-fiction, biographies,
and so on.
Or, you can get yourself a journalism degree, and write articles and news stories
for newspapers and magazines — either as a freelancer or staff writer.
Both are noble professions that can be very rewarding and garner a lot of respect.
Problem is, they’re hard work. They’re highly competitive. You need to spend a lot
of time getting very good at what you do. And, unless you’re among the elite, the
pay is typically pretty average at best.
The kind of writing we do isn’t either of those two — although there is an
element of storytelling and reporting in what we do.
And, even though you see the writing we do every day — in the mail, on the
Internet, in magazines and newspapers — few people stop to consider who’s
writing it … and just how lucrative of a career it can be.
Master Copywriter Mark Morgan Ford, the man who’s mentored hundreds of up-
and-coming copywriters and will be helping you, put it perfectly some years ago:
You’re a good writer if you can write a story that can make people cry …
You’re a better writer if your writing can make people laugh …
What Is Copywriting?
Copywriting, simply put, is any writing that offers a product or service for sale.
That covers a very wide spectrum.
For the purpose of this program, let’s divide copywriting into two categories.
The first category is “advertising agency” copywriting. The second is “direct
response” copywriting.
You can listen to legendary ad man, David Ogilvy talk about the value
of direct-response copywriting on YouTube by searching for “David
Ogilvy direct response”.
Most of the ads you see in newspapers, magazines and most television com-
mercials are written by “agency” copywriters. The copy is short, clever – even
humorous. But typically, those ads have no “call to action.” Let’s take a look
at two ads for Hpnotiq liquor.
Key to Success
“The volume of direct mail in the U.S. grew 5% annually through
2011, to $72.3 billion, despite the downturn in the economy.” This
includes the costs for preparing (that means copywriting and designing),
printing/binding production and postage for postcards, catalogs and letters.
Source: Winterberry Group’s analysis of data from the Direct Marketing Association,
http://www.winterberrygroup.com/research/wp/
How big is the demand But let me tell you this: One letter I wrote made
for copywriters? me over $60,000. That’s twice the amount of
money I’d ever made in one year working for
On a single day recently,
someone else. And you know what? I wrote that
on one web site alone,
letter in a mere three days – in my first year of
Poe War.com, there were
copywriting. And these may be the truest words
816 copywriting projects
ever spoken: If I can do it, so can you.
available for good writers.
To sum up, if you can write a letter that sells,
you’ll never be out of work.
The Point
What does this mean to you, the potential copywriter?
Simply this. If you write one of these letters, you can make a lot of money.
And if you get a piece of the action (a royalty on rollouts, which some com-
panies pay), you can make even more. And people will be happy to pay you
because your letter will be making them rich.
I know it’s true from personal experience. The first sales letter I ever wrote
was a big success. So big, it shocked the guy I wrote it for. So successful, it’s
still mailing today – more than 25 years later. That one letter, with minor revi-
sions, has been mailed to more than 100 million people and has generated tens
of millions of dollars in profit.
Success Clue
“I became a copywriter because I needed a copywriter. Some 30
years ago – my first book was published. It was called Zen and the
Art of Writing. It was published by a small publisher, who like most
publishers, knew nothing about marketing. I quickly learned that if
anybody is going to sell this book it’s going to have to be me or some-
body I hire.”
– Joe Vitale, featured in AWAI’S Copywriting Genius: The Master
Collection
Joe Vitale invented hypnotic writing, using his hypnotist training to put the reader of
his sales letters into a buying trance. His web-based sales letter for Hypnotic Market-
ing, Inc. earned him $25,000 in 24 hours!
W e’ve told you how you can earn a great living as a copy-
writer. And we’ve told you that we do this while working at
home or anywhere – without having to worry about bosses, time
clocks, commuting hassles, and all the other things that go with
working for someone else. Sounds great, doesn’t it? (Well it is.)
Now, you may wonder: Do I have what it takes to be a good copy-
writer? What strengths and abilities do I need to be successful?
A group of us at American Writers & Artists Inc. were sitting around one day
discussing this very topic. We came up with a brief list of what we know – from
experience – is needed by anyone who wants to make it in this business.
Success Clue
“Being a writer is one of the most wonderful jobs in the world, be-
cause you’re never bored. If you’re a writer, you’re also a reader. And
if you’re near a book, you’re not bored. If there is no book but you
have a pencil and paper, you’re not bored because you can write.”
– John Carlton, featured in AWAI’S Copywriting Genius: The Master
Collection
Rodale hired John to write a promotion for “Sex: A Man’s Guide” because their writ-
ers couldn’t write “edgy” enough pieces to sell a lot of books. John did the trick. His
letter knocked off their top writer and continued mailing for 5 years to 30 million
names (not counting Rodale’s house list).
Before you ever write a word about whatever it is you’re trying to sell –
whether it’s a peanut diet or an imported watch – you have to know something
about your product. You want to know what’s good about it, how it helps
your prospect. You want to know why this car runs faster, why this plane flies
higher, or why this newsletter is better than any other on the market. And you
want to share this information with emotion – from your heart – just as if you
were talking directly to that person.
So you need to do research to know how your product is made, how it works,
how it helps your prospect, what makes it superior or unique. And to do all
that, you’ll need to do some reading.
But that’s not all. Especially when you’re a beginning copywriter – and to a
lesser degree later – you need to read the work of other successful copywrit-
ers. The AWAI “Hall of Fame: Great Selling Ideas from 50 Super-Successful
Direct Mail Letters and Direct Response Ads” is an excellent place to start.
Quick Tip:
Average Response Rates in Direct-Marketing
The Direct Marketing Association’s (DMA’s) 2009 Response Rate
Trends Report includes a study of more than 1,175 campaigns that revealed
the following direct mail figures and response rate information:
• 35% of marketing budgets are allocated to direct mail
• The forecast for the coming years is for digital media to take an increas-
ing share of marketing spending.
• Response rates were higher than in previous years, perhaps as a result of
better list management and more sophisticated targeting.
• The Catalog and Retail segment outperform other industries in direct
mail response rates.
B y now, you should be pretty confident that you can become a top copy-
writer, and that you can do this simply by combining your own natural
abilities and your desire to succeed with the skills we’re going to teach you
in this program.
Now, let’s look at the things you don’t need.
Key to Success
Choose from a wide range of clients
There are hundreds of different types of clients that need good copywrit-
ers. You’ll find them in different industries from financial, health and
fundraising to self-help and B2B (Business-to-Business). Our own AWAI
jobs directory, Direct Response Jobs.com, lists projects from dozens of
different kinds of clients.
Success Clue
“I look at copywriting as a formula. You need to find that formula.
You’ve got to be unique and you’ve got to get to that close and you’ve
got to ask them for the business at the end. There is the formula. If you
keep to that, and you keep practicing that formula, it’ll become easy.”
– Al Serin, featured in AWAI’s Copywriting Genius: The Master
Collection
In “Don’t Let Age Steal Your Life Away ...”, Al was very frank with readers. He let
them know the product was going to cost more but it was going to work. “Spend a
few extra dollars. See the difference.” This approach worked, generating responses
over 3%.
The bottom line is that virtually anybody can join us and become a successful
copywriter – once they learn the ropes. You can, too.
O kay. You’ve heard lots of good stuff so far. You’ve heard Paul
talk about all the reasons copywriting is such a great profes-
sion. You’ve heard Michael explain how the direct mail industry
works and you’ve heard Kieran tell you what you do and don’t
need to be a successful copywriter. This is all great stuff, but …
Enough already!
At this point, you want to know only two things:
How do I do it?
And …
Freelance Lifestyle
Articles on moonlighting and night jobs or second
careers, 500 to 1,000 words in length. Offer to
pay: $50 to $150
Well, as a direct mail copywriter, I know I can easily get $2,500 for a 5,000
word letter. So how does that compare to the top pay offered in the above ad?
Let’s see … $150 for a 1,000 word article. Multiply that $150 times five (to
make it the equivalent of my 5,000 word letter) and we’re at $750. Right off
the bat, I’m getting over three times what that magazine is willing to pay a
And I can easily write a 5,000 word letter in four or five days. In fact, one
friend of mine wrote a piece like that in about 16 hours. (He had a mailing
deadline, and he simply had to get it done.)
See what I mean?
Let’s look at another recent posting:
Just 5 cents for an article? Really? In this scenario, not only do you need to
write the article for practically nothing, you also need to link to their site,
which is filled with spelling errors, as above.
And here’s another one ….
Wow. I can’t even buy an ink cartridge for my laser printer with that. I mean,
really – if you worked like a maniac and managed to dash off a story in a day,
you’d be lucky to make $25 to $125 a week … $6,250 a year. And that’s not
counting time wasted by rejections, negotiations, rewrites, and all that jazz.
Or the taxes you’d pay on that measly $25.
Unfortunately, that is about what the average writer earns.
Here are just a few more “exciting” ads for writers …
That should be easy, eh? Pay? 15 cents per word – final editorial count!
Of course, they only pay $4 to $6 per column inch, or $250 to $350 for the
average article … get out your calculator … we’re back at the $750 mark for
5,000 words.
Time elapsed? A bare minimum of one week to two weeks – probably longer.
Now let’s look at how a direct mail copywriter’s average project goes …
Here, I’m comparing direct mail freelance copywriting with ordinary freelance
article writing.
But, of course, you do have other options as a writer.
Bonus! You could take a financial step up and enter the world
Royalty checks of advertising. The pay is better but the quality of life
from time to time. is much worse, and …
Key to Success
In October, 2008, the Direct Marketing Association (DMA) released an
annual forecast of direct marketing’s economic impact on the US econo-
my, including advertising expenditures and sales.
“…in 2009, DM will capture 53 percent of total advertising expendi-
tures, continuing the long-term movement in advertising dollars to direct
marketing from general advertising. Direct marketers will likely see sales
growth of 4.5% next year.”
The following is an excerpt from the AWAI program Accelerated Program for
Six-Figure Copywriting. It’s included in this report because it’s one of the
most effective ways to quickly and easily understand the “secret structure”
behind a persuasive letter. It’s written by AWAI Co-founder Don Mahoney:
These are very effective ways to build credibility. And, here’s another one:
Use testimonials from real people. For instance …
33 “It’s a miracle! I thought my sex drive was gone, but I feel like a bull in a
herd of cows!”
— Freddy Jones, construction worker, Camden, New Jersey
33 “This is your Aunt Rosie. Honey, your peanut diet is fabulous! I’ve lost 38
pounds and I look younger than ever. Yesterday, my banker asked for my
$100,593 In 2010!
Mindy McHorse from Albuquerque, New Mexico, had a new baby at home and a
mountain of debt in student loans and expenses when she decided to become a
copywriter.
In 2010, this stay-at-home mom (who recently had a second child) made
$100,593. Since she started copywriting, Mindy has erased $80,510.43 in debt
she’d built up!
Besides the money, Mindy loves the flexibility the copywriting lifestyle offers. Her
husband, an air traffic controller, works “crazy hours.” Mindy schedules her writing
when her husband is home so that someone is always available to look after the
kids. Something she couldn’t do when she worked at her old 9-to-5 job.
Mindy’s advice to aspiring writers?
I remember my first sales job. I was 16. A man who looked too much like
Joe Pesci hired me to sell aluminum siding. My job was simple: Knock on
doors until I found a housewife willing to “receive a free gift just for learning
about how to make her house prettier.”
At nine a.m., “Mr. Pesci” would drop me off in a strange neighborhood.
Armed with a stack of sales brochures, my job was to go from house to house,
ask that one question, give out the brochures and write down the name of any-
one who said “okay.”
It was as easy as selling gets, but I did a bad job of it. I hemmed and hawed,
stuttered and mumbled. I couldn’t deliver that one line.
The truth is, I was just too damn
scared to face those women. After a Since learning some basic
few weeks, I was dumping the bro- secrets of salesmanship, I’ve
chures in sewers and hiding in the sold those same housewives
woods until old Sour Face showed up hundreds of millions of dol-
to get me.
lars worth of goods, and I’ve
That was a long time ago. Since learn- done so without conquering
ing some basic secrets of salesman-
my fear of facing them.
ship, I’ve sold those same housewives
Insider Tip:
“Start with the prospect (their needs, concerns, fears, problems) and not
with the product. Follow the copywriting formula:
1. Get attention
2. Identify the reader’s problems
3. Position the product as a solution
4. Prove the value of your solution versus others
5. Call for action”
– Bob Bly, featured in AWAI’s Copywriting Genius: The Master Collection
Bob’s clients are big-name players, including IBM, AT&T, Sony, Brooklyn Union Gas
and Agora Publishing. He’s constantly sharing secrets with AWAI members – including
hundreds of techniques that are proven to boost response.
Do you recognize where these came from? If you are Catholic, you probably
do. Think of the Seven Deadly Sins. These are age-old emotional triggers,
proven to work in direct response, year after year.
These are powerful emotions. And, although they are, by and large, “nega-
tive,” they are very much part of the game. But they’re not the only emotions
to consider when you’re writing to your prospect. There are other emotions
– better, more noble ones – that you will appeal to as well. And as an AWAI
member, you’ll learn to tap into many emotions –
“good” and “bad” – in different ways and for differ- For now, though,
ent purposes.
it’s important that
Later in this program, we’ll discuss each of these you understand the
emotions in detail and we’ll show you how to use basic concept: Sell
them to sell. For now, though, it’s important that
you understand the basic concept: Sell to the heart
to the heart first …
first … not to the head. not to the head.
So if a salesman were using the classical approach, he’d paint a picture of all
the benefits his particular “widget” would bring you. He’d show you how it’s
going to make your life easier. How it’ll let you spend more time with your
children. Leave work on time for once. And even get to kick back and watch a
sunset.
In doing so, he inflames your desire for the product. Soon, you start to equate
an “easier life” with the widget. In fact, everything he does brings you closer
to that widget. And that’s important to note. Because at no point during the
sale do you move closer to the salesperson. Your complete focus is on the
product he’s selling.
And the same holds true for most sales letters. In the classical mode, the copy-
writer stimulates the prospect’s desire for the product without drawing atten-
tion to himself. I call this “the invisible approach.”
Think about it. When you last signed up for a credit card, was it because you
felt a certain closeness to the vice president of the bank? Of course not. It was
probably because you imagined all the benefits the card would bring you – the
discounts on air travel, complimentary life insurance, and other goodies.
In fact, you have probably bought all kinds of things without even remember-
ing who sold them to you. That’s the classical approach.
But there’s an entirely different approach to selling that’s just as effective. And
often times more so because it’s less common. I call it selling with …
Once you learn the rules, you can use them to create your sales approach.
There’s two basic ways to approach your prospect … classically and charis-
matically.
Classical sellers focus mainly on the product. Every benefit painted has the goal
of stimulating the prospect’s desire for their particular widget. Charismatic sell-
ers focus on themselves as well as the product. Over time, they become part of
the product that is bought by the prospect.
N ow that you understand the fundamentals of selling, let’s examine the spe-
cific person you’ll be selling your goods and services to … your prospect.
In the world of direct response copywriting, there is no more important per-
son. Prove to him that your product will make him richer, smarter, or sexier
and he’ll reward you with his purchase. Continue to be considerate of his feel-
ings, beliefs, and desires and he’ll become a loyal customer.
Disappoint or insult him and your copy will end up in the trash.
When you look at it this way, you soon
discover how powerful your prospect He is, in fact, the person
really is. He is, in fact, the person who who ultimately determines
ultimately determines your paycheck, your paycheck, your level
your level of career success, and wheth- of career success, and
er you’ll be regarded as a “genius” in
our industry or just as “some guy who
whether you’ll be regarded
writes copy.” as a “genius” in our indus-
try or just as “some guy
But here’s the tricky part … you may
not have the slightest idea who he is … who writes copy.”
MEGAMAN BUYERS
20,400 Buyers @ US $50/ M
SEX: 100% male
AGE: 40 (average)
PROFILE: Megaman buyers are independent, active men who want to gain
control of their health and vitality. They purchase a variety of
herbal supplements, products, and publications on a regular basis.
SOURCE: 100% direct mail
RESTRICTIONS: Sample mailing piece must be submitted for approval
Minimum order: $5,000
No free offers or positioning available.
List rental Agreement must be signed by mailer.
MAINTENANCE: List is updated quarterly.
Sex
100% are men.
Education
85% have at least a Bachelor’s degree.
15% have a Master’s degree.
Age
73% are 35 - 45 years of age.
19% are 45 - 55 years of age.
8% are 55 - 65 years of age.
Income
70% earn more than $60,000 a year.
50% earn more than $70,000 a year.
31% earn more than $80,000 a year.
14% earn more than $100,000 a year.
Hobbies
70% are boaters or fisherman.
30% are hunters.
Common Beliefs
Every man has a right to live a healthy, vibrant life – regardless of his age.
The government is not necessarily looking out for men’s rights.
Again, the prospect’s distrust and disenchantment with the government (and
particularly the FDA) have been enunciated. This letter also appeals largely to
fear … that what our prospect doesn’t know could be endangering his health.
What other emotions are being evoked? How about pride … the government
keeps getting bigger and richer while he’s left “holding the bag.” The prospect
is essentially positioned as the “little guy” fighting some evil bureaucratic
behemoth.
Now, let’s examine a past sales letter that flopped …
Insider Tip:
6 surefire ways to know your prospect (and product) better
– By Bob Bly and John Forde, Master Copywriters
1. Ask your client for customer support letters.
2. Ask to see customer surveys.
3. Ask for samples of the product so you and other people can try it.
4. Get testimonials. If the product is new and there aren’t any, DO NOT make
them up or get friends to give them. if, for example, you’re selling a new,
arthritis remedy endorsed by Dr. Munchkin, you can use real testimonials
about Dr. Munchkin and about the product’s components instead of about the
product itself.
5. Ask for old promotions, the ones that worked as well as the ones that bombed.
Your client may be reluctant to give them to you, but try. It doesn’t make sense
for you to take an approach that already failed. And while you won’t copy
them directly, winning promos can jumpstart your creative process.
6. Talk to the “champion” of the product: the editor, founder, developer, or
whomever. This person can probably tell you more in 15 minutes than you
can get from five hours of Internet research.
Insider Tip:
“A lot of research is reading through things I find on the Internet, plus read-
ing the news. Every day, I spend my first half-hour just reading the news.”
– Donna Doyle, featured in AWAI’s Copywriting Genius: The Master Collection
Donna is mainly an alternative health copywriter. Her Flexanol promotion doubled the response
rate by tapping into an emotional benefit backed by scientific benefits for credibility.
Insider Tip:
A few ways to build credibility into your copy
By Don Hauptman, Master Copywriter
• Use specifics
• Incorporate real names and numbers: people, companies, dollar
amounts, dates, percentages, statistics
• Cite proof, evidence, documentation, such as research studies
• Relate a real success story or case study
• Use authentic, narrative testimonials with vivid details
• Include a strong guarantee
O kay, let’s get back to writing. Are you ready to go a little deeper? Good,
because you’re about to learn one of the most important rules to follow to
ensure you consistently come up with good, effective, compelling writing —
writing that keeps the reader’s eyes riveted to the page (or computer screen) from
start to finish.
It comes from Mark Morgan Ford and it’s called “The Power of One.”
You see, to be a good writer, you need to be able to present good ideas clearly.
And, the best way to do that is limit yourself to a single idea.
By restricting each sales letter or article or chapter to a single idea, you are forced
to make sure it is a good one.
The underling rule of The Power of One is that every piece of copy you write must
be built on:
• One good idea
• One core emotion
• One captivating story
• One single, desirable benefit
• One inevitable response
To help you understand the The Power of One, please read the following article
written by Mark:
Insider Tip:
“You have to convince the reader that you are one of them … you have to
become your prospect and speak like you really understand him.”
– Jeff Laurie, featured in AWAI’s Copywriting Genius: The Master Collection
Jeff’s Easton Press promotion for 100 Greatest Books Ever Written turned books into works of
art. It has remained the control for several years … mailing well over 1 million pieces.
As you progress through this program, you’ll know just when and how to use
these techniques for maximum impact. But for right now, know that there are
many ways to establish a “physical” connection with your prospect.
Of course, it isn’t enough to write like you talk. If you want to “sell” your
prospect, you’ve got to get fired up about your product or service. Then
you’ve got to put that passion down on paper…
Insider Tip:
3 Ways to Give Your Letter the Proper “Voice”
By Paul Hollingshead
The voice of a letter touches a whole different set of buttons in your read-
er. Something deep down inside. Something that makes him feel at ease,
comfortable, and, most importantly, makes him want to trust you.
Here are three very simple tricks I use to naturally eliminate “adspeak”
from my letters.
1. Imagine the person you’re writing to. Picture him or her as a friend.
2. Believe that the product you’re selling will improve your friend’s life.
3. Figure out what it would take to convince you to buy the product.
USEFUL UNIQUE
URGENT
Ultra-
Specific
One of the most effective ways to build desire is to paint a picture. And a
picture showing the prospect enjoying the benefits of your product/service is
often the most effective type of picture.
Once you’ve built the desire, promise that the prospect can have what he/she
now desires. A well-executed promise propels the reader right into the proof
section of your letter.
The 4 P’s©
One basic formula for creating a successful sales letter is called “the 4 P’s©.”
The 4 P’s© are Picture, Promise, Proof and Push. We’ve looked brief-
ly at the Picture and Promise above. Now let’s discuss the other two P’s.
Because the average prospect is skeptical, proof is an important part of any
letter. People won’t believe our claims just because we say so. Unless we’re
established experts, our claims are just opinions.
There are many kinds of proof. Where restaurants are concerned, there are
four that are most effective:
wards – The AAA 5-Diamond rating is terrific proof that a
A
restaurant is exceptional. “Best of” wins… honors from maga-
zines… top-rankings from diner’s organizations… These are all
strong proof items.
O ne of the reasons for the HUGE DEMAND for copywriters is because of all the
ways you can use your “persuasive writing” skills … especially when it comes
to the Internet. Here’s just a partial list of some of the web-based projects you can
take on as a copywriter:
ØØ Website Copywriting — There’s a huge demand for copywriters who
know how to make websites sell, instead of just look pretty.
ØØ Email Marketing — Use these email sales techniques to market products
to your existing customers (or your client’s).
ØØ Autoresponders — Short emails that pay extraordinarily well.
ØØ Pay-Per-Click Ad Writing — The fast-emerging writer’s market that can
pay up to $50 per word.
ØØ Search Engine Optimization (SEO) Specialist — Companies pay very
well for a copywriter who can get their website to the top of the search-
engine rankings.
ØØ Landing Page Writer — The web page your client’s customer first sees is
crucial to the browsing (and buying) process. That’s why this expertise is in
very high demand.
ØØ Site Audit Specialist — Get paid to write a report on a company website’s
strengths and weaknesses (and then get paid more to fix them!).
ØØ Advertorials — News-style articles that also sell.
ØØ Banner Ads — Short, fun, and challenging ads that get customers to click
to your customer’s website.