Copywriting Courses

If you’re looking for copywriting courses, then don’t make the mistake that I did.

I have invested literally thousands of dollars and pounds in copywriting courses and training, books, membership sites, etc.

But only until recently have I decided to stop being so contrarian and accept that the highly acclaimed AWAI copywriting course called Accelerated Program for Six Figure Copywriting just might be worth the investment in time and money.

It’s a genuine professional study program. Not a typical book or info product on copywriting.  It comes in a premium multi-media learning environment. Just the bonuses themselves are incredibly valuable to a copywriter. Here’s an example screenshot:

awai-screenshot

Bottom line is quite clear:  If you are serious about developing your own or your teams copywriting skills, and looking for one of the best copywriting courses available, then get the AWAI copywriting course “Accelerated Program for Six Figure Copywriting”.

[widget id=”ad-continue-marketing”]Ad: continue-marketing[/widget]If you get the program, I’d love to hear from you as I work with several other copywriters on Skype to share and compare ideas and give eachother critiques.

AWAI Copywriting Course | Accelerated Program for Six-Figure Copywriting by AWAI

I love copywriting.

It involves creativity, psychology, and large amounts of moolah.

And I’ve taken my fair share in copywriting courses.

But I have only just now started on the AWAI copywriting course called Accelerated Program for Six Figure Copywriting.

Only got to Exercise 2, about page 26, so just a general introduction about direct response marketing so far.  Nothing new there to me, but what immediately strikes me is how far reaching, thorough, and carefully developed this program is.

Just the bonuses themselves are incredibly valuable to a copywriter.

I’ll blog on here about my progress with the course.  And there’s plenty of sections, in fact it’s huge. It’s a genuine professional study program.  Not a typical book or info product on copywriting.  It comes in a premium multi-media learning environment. Here’s an example screenshot:

awai-screenshot

Bottom line is quite clear:  If you are serious about developing your own or your teams copywriting skills, then get the AWAI copywriting course “Accelerated Program for Six Figure Copywriting”.

Rather than sifting through the dozens of copywriting programs, books, courses, seminars, etc I’ve been to over the years, I can see a lot of hard work would have been saved if I got the AWAI course first.  Now’s your chance.  If you get the program, I’d love to hear from you as I work with several other copywriters on Skype to share and compare ideas and give eachother critiques.

Email Copywriting and Affiliate Marketing

If you are new to this site and looking for info on an email copywriter, check out the main copywriting page and email copywriter pages.

Mark Joyner is a legend.

And his copywriting is spot on.

Conversational. Personal. Easy to read. Powerful.

Mark has just released an affiliate marketing training product and the following email copy has been sent to his affiliates to promote the new product.

———– COPY-N-PASTE EMAIL STARTS HERE ————

SUBJECT: who wants to be a thousandaire?

Alternates:
Subject:  who else wants to be a thousandaire?
Subject:  who else wants to make a grand?
Subject:  who else wants to make their first grand?
Subject:  who else wants 1k in 90 days?
Subject:  Million Denero Challenge
Subject:  This Challenge Starts September 1st. (you in?)
Subject:  Looking for 413 more people to jump in on this.
Subject:  413 people needed for special project…

Hey NAME  –

Sounds funny, but hear me out…

Simpleology is holding a REALLY cool challenge
for 1000 people (who have little or no
experience marketing on the Internet)
to make their first “grand” in the next
90 days.

It’s called The $1 Million O.A.I. Challenge,
and this video explains what’s up:

(plus how it can be totally free for you)

http://www.simpleology.com/p/oai/nathanshaw/

In a nutshell…

Simpleology is looking for 1,000 people
who (ideally) have never made any serious
moolah online before, but are determined
to get their first $1,000 over next 90 days.

(No “pros” please – since the reason why
they’re doing all this craziness is to
create some great success stories for
their newest product)

All you have to be able to do is follow step
by step instructions.  (It’s really important
that you don’t try to reinvent the wheel
here – just follow the steps they give you)

Like most challenges, there are a couple
of restrictions:

1) It’s only available to Simpleology members
(Pssst….its free to register)
2) It’s only limited to 1,000 people
(413 spots left now since announced 2 days ago)
3) You have to start before September 1, 2009

To learn more about the big O.A.I.
challenge check out this video and page:

http://www.simpleology.com/p/oai/nathanshaw/

This starts on September 1, 2009
for the first 1000 people who get
in on it before then.

If you fit the description and are ready
to make something happen, then come on!
Simpleology would love to have you participate and
be a success story.

http://www.simpleology.com/p/oai/nathanshaw/
Your SIGNATURE

PS:  Only a grand? 🙂

I realize that making a grand might not
seem like a whole lot, but here’s the
deal…once you get you that point, you’ll
be scaling these O.A.I. systems up one
after another.

The more you do this, the more you make.

But in order to preserve the integrity of this
challenge Simpleology has to cap involvement at
1,000 people. Thanks for understanding.
http://www.simpleology.com/p/oai/nathanshaw/

———– COPY-N-PASTE EMAIL ENDS HERE ————

So there you go, an email copywriting lesson, plus access to Mark Joyner’s brand new program for making some extra moola using affiliate marketing.

Check it out now.

http://www.simpleology.com/p/oai/nathanshaw/

For more on email copywriting visit the email copywriter page.

Market Diviners | Top Truths Of Breakthrough Advertising

The modern advertiser and marketer… Call him a Market Maker… or better yet, a Market Diviner.

He seeks not to create new markets, for that would require educating, which takes time and great expense.

No. The Market Diviners goal is to be at exactly the right place, at the right time, with the right gadget or gizmo – To discover, intensify, and revitalise the desires held by a market. To focus those already existing desires onto a particular product.

But the desire must already be there. You can not create it. Mass desire is the public spread of a public want. And a market is born of sufficient people to warrant selling them a product, created by permanent forces of mass instinct, and the forces of ongoing societal and technological change.

The marketers job is to know his market, to inventory the markets desires, to chart their forces – And to then build and intensify the markets reaction to its basic need.

“If you build a bridge of ideas or images across the chasm (of his insight) starting on his side – then he will let you lead him almost anywhere.” – Gene Schwartz

Conducted by a mass conversation – a discourse with his market, in which he feeds that market ideas, and it feeds back to him reactions from which he adapts.

The Market Intensifier knows that people do not change, only the direction of their desires. And the marketer hooks onto those deeper currents of need and desire, and re-directs it in favor of selling opportunity.

The marketers attributes include cunning intuition, deep analytical ability, and verbal creativity.

In copywriting… ad preparation… campaign planning – his sensitivity brings him anticipation points; sensitivity of the inevitable reactions of his approach. Playing a dual role, he empathises totally with the prospect, yet holds the distance required to observe, understand, and control the prospects reactions.

He anticipates their 3 classes of question and demand: For more information. For proof. And for an explanation of mechanism.

And with that we understand that the copywriters, or marketers, or market diviners objective… the core of advertising… is to be the very script writer for your target markets dreams.

Inspired from reading and re-reading the Gene Schwartz 1966 Breakthrough Advertising.

Copywriting Examples

These copywriting samples are old…

If you are looking for a copywriter for hire, check out my copywriter services page and contact me. I can show you some new samples then.

This page shows copywriting samples of up to 2009.

  • Web Promotion Pages
  • White Papers
  • Corporate Brochures
  • Print Ads
  • Sales Literature
  • Email Marketing

Sample: Web Promotion Pages

This example shows how straight forward and simple a promotion page can be.

As an unknown brand, the company branded banner actually reduced conversions by revealing the sales nature of the page. A plain editorial written long copy engaged the visitors and subsequently converted them to sales.

org-solution-head

Sample: White Papers

Below is the front cover is a white paper written in late 2007.

t4bwp

 

You can access my mid 2007 white paper about SEO written for an advertising agency in mid 2007 on the Search Engine Optimisation page (opens in new window).

Sample: Corporate Literature

I’ve written for many clients in varying capacities since 1998.

Here I began to edit the existing company brochure for Vantage Group (the largest independently owned loan brokerage in the UK at the time). I re-wrote the entire thing but unfortunately it was never printed because of the Credit Crunch of August/September 2007.

vantage2

 

Sample: Print Ads

 

B2B back-page ad for the Loan Broker trade magazines for which my Ad Agency client gave me a one hour time limit! Now that’s rediculous, but they were under pressure to get this done. I didn’t even know what an Individual Voluntary Agreement was..

So I ended up billing the client just an hour and a half on something that should have taken much longer. They were very happy with that, and their client approved the advert for release.

iva-ad

To get it done in the shortest time possible I interviewed the Managing Director of the company by phone, and after 25 minutes had enough notes to spend another 1 hour evolving it into a Print Ad with all selling points and benefits emphasized.

Not easy in just an hour, and not recommended (the ad could certainly be improved).

It was not my choice of headline (the creative team in the Ad Agency got their way on that one. My original headline was:

Easily Turn IVA Leads Into More Profit

You can open a pdf of the ad in full size.

Sample: Sales Literature / Direct Mail

Loan Company

Magazine flyer insert promoting home owner loans.

e-loan-flyer

Health Company

With the nutritional health and personal care company called Neways www.neways.co.uk, I was involved with supporting independent distributors with promotions for direct mail, phone prospecting, live promotion events, face-to-face sales scripts, mail package inserts, presentation scripts and direct sales follow-up scripts.

 

Below is an extreme post card marketing campaign for a client promoting health conscious personal care products in the US.

Billboard side…

cancer-front

 

Face side…

cancer-2

 

You can download the pdf here.

Sample: Email Marketing

ftse-survival

 

More Copywriting Samples

  • See the full size of the above stock market investment email broadcast, plus my email copy that beat an advertising agency control by 510% on the Email Marketing page.
  • Check out my Copywriting Services
  • Continue at the Conversion section of the Professional Success Matrix.

Copywriting for Copywriters

Copywriting is my first love in Marketing.

It brings together different disciplines such as story telling, fact gathering, market research, human psychology, technical writing, conversational writing, and much much more… Much to the confusion of corporate marketers.

You see, at the very essence of your business success is the human emotions of your prospect.

And prospects are highly guarded against ‘sales techniques’. So modern marketing must delight the prospect with promises of great value – whilst maintaining every possible degree of human respect.

Copywriters seek to connect the dominant resident emotions of the prospect with your company and product. And that may not happen in 2 minutes through a 10 word advert and big pretty pictures… Nor with fancy slogans or cutesy graphics.

Direct response copywriters have known that pictures, entertainment, and attention grabbing wow factors can actually kill sales.

I’ll say that again… If you study any decent direct response marketing book, such as the UK’s Drayton Bird’s book Common Sense Direct Marketing, you will very easily come to realise the obviousness of the truth.

Your prospect wants gripping clarity of the exact benefits you have on offer, and the reason why they should choose you rather than any of the rest of your competition. He does not want ‘entertainment’. He wants a promise of benefit. Proof. And simplicity.

3 Copywriting Sins

One copywriter labels ‘three unforgivable sins’ many ad writers make:

  1. Confuse the prospect
  2. Bore the prospect
  3. Set off his BS detector

The modern customer is highly sophisticated, as is today’s marketplace. You must achieve an exact…

Message to Market Match

Copywriters must seek a ‘message to market match’ that ‘meets the prospect where their mind is at’, hooking their interest by reflecting what the prospect already inwardly desires, and then building a case through demonstration, credibility, and respect.

I have read many dozens of books on copywriting, taken many courses, had training from A-Grade copywriters earning 7 figures, and what I am left with is knowing their is no magic formula or blueprint to follow for successful copywriting, but a plethora of models, applications, considerations, principles to interpret, and lessons to learn.

I have some mind-maps that I use when copywriting to glean ideas from, and balance the many possibilties, to help make sure I am covering my bases…

Here are some of my notes

8 Preliminary Sales

You must make 8 preliminary sales before your prospect will part with their hard earned money or precious business budget:

  1. The Attention Sale – I have to sell my prospect on looking at my ad.
  2. The Readership Sale – I have to sell my prospect on reading what I have to say – all of it.
  3. The Benefit Sale – Give every single reason and benefit of why he should buy.
  4. The Credibility Sale – Convince my prospect that this particular product will fulfil all of those desired benefits.
  5. The Value Sale – Why the price I’m asking is tiny in comparison of all the value he will receive by having the product.
  6. The Safety Sale – That there is no downside to accepting my offer.
  7. The Convenience Sale – That making the order and obtaining the product is simple and easy.
  8. The ‘Do It Now’ Sale – That delaying is inconceivable ad he absolutely positively just HAS to have what I’m offering RIGHT NOW!

The 3 Core Copywriting Considerations

My approach is to narrow the focus to just 3 questions I must answer:

  1. Is it desireable?
  2. Is it credible?
  3. Is it worth it?

This copywriting process lies at the heart of marketing, so let’s take it step by step:

1. Is it desireable?

  • The Problem ? What problem faced by your prospect does your product address? What is the prospects biggest problem or frustration?
  • The Solution ? How can you describe the solution your product provides in a compelling way? What does your product do for the prospect? What benefit does it provide? What pain does it remove for them?
  • Uniqueness ? Why should the prospect buy YOUR solution, rather than your competitors? What’s better about your product?

2. Is it credible?

  • Your Explanation or Story ? How can you drive home the pain of the problem and joy of the solution through a story or case study that bonds with your prospect?
  • Proof ? How can you logically or experientially demonstrate the validity of your proposed solution? How can you prove that your product does what you promise that it can? (Has it worked for your clients? Has a similar product worked for anyone? Can you “borrow” proof from another product or person?)
  • Objections ? What questions, concerns, and barriers may your prospect have with regards your offer? And how can you resolve them?

3. Is it worth it?

  • Risk reveral – Making it easier to say ?yes? is the goal of risk reversal. It?s the perceived risk and not price that keeps your clients from moving forward. Eliminate the risk and the client buys. What assurances does the prospect have about the products performance? What guarantee does he have?
  • Value – Is it worth the money and time to get and use your product for the perceived benefit to be gained?

If I can give my prospect solid answers to those 3 questions while making those 8 preliminar-sales in my copy then I will obtain the big sale of my prospects actual order. You can do the same.

In summary, effective sales copy must…

  • Engage the reader.
  • Fully demonstrate the gain offerred by the product.
  • Handle potential objections.
  • Deliver social proof in the form of credentials and testimonials.
  • Pinpoint the USP (unique selling proposition).
  • Make the product benefits incredibly compelling yet totally believable.
  • Match with the prospects beliefs, frustrations, and desires.
  • Satisfies your prospects skepticism (by being transparent, honest, personal, and logical).
  • Remove the risk (with quality assurances and guarantees).
  • Build anticipation and excitement of using the product.
  • And compell them to take immediate action.

Headline Grabbers

Now, for your articles, editorials, podcast videos, whitepapers, special reports, etc… let’s consider a message to market match Headline: E.g.

7 ways your company is losing its top paying clients

That would be attractive to prospects that you know are losing high paying clients.

You can bet that a person experiencing the pain of losing high paying clients is going to be interested in knowing those 7 reasons his company might be losing clients.

And if you have done your research and those 7 reasons that you provide strike the right cord with the prospect, then you have demonstrated value, build credibility in your offer, and given the prospect hope.

You can then bet he will be very interested in reading full details of your product/service offering because of the ‘message to market match’…

…Hitting the emotional sweet spot of your prospect in your sales literature so they feel as though you are speaking directly to them, about their exact situation.

This begins the process of building a personalised relationship with your prospect, finding out how they view their current situation with regards your product offering, and finding out from them how you can best present your product to satisfy his desires, reduce his frustrations, and help him sleep more peacefully at night.

One of my own ‘products’ as a copywriter of course is delivering for you everything I am outlining on my blog to bring you more sales, more consistently, from more sources, more easily.

There are some copywriting samples and examples available and I will share further insights into direct response copywriting on the blog.

I am generally quite busy but feel free to contact me if you are interested in having me write for you – or have any questions about copywriting that I might be able to help you with. I may be available on a retainer basis if I see good potential in working with you. Here’s how to get me involved with your Marketing Conversion process.

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