Bates Communications > Stylus > Product Reviews > AWAI Blog
In early January of 2004 I received Michael Masterson's "Accelerated Program for Six-Figure Copywriting" course. I was initially attracted to it--appropriately enough-- from a well-written direct mail piece for the program, linked to a Writer's Market e-mail. This intensified course is designed to turn even the non-writer into a direct-mail copywriter. Apparently this is a very lucrative profession that few writers know about. Since the course is long, we plan to take it over several months and keep a weekly blog of our progress and impressions. Here is what has happened so far:
Week #1: I opened the package from AWAI. It consisted of a 460-page course manual, a 317-page " Hall of Fame" book consisting of outstanding samples of the copywriter's craft, and a slim volume called How to Safely and Quickly Change Careers. This last document had two apparent purposes: it fired me up to work hard on the course to change my career and it told me some things about copywriting that I did not know, such as royalty fees that go to the author of direct-mail pieces and the addresses of direct-mail organizations and associations. The first two chapters of the course also acquainted me with the profession and contained two exercises: copy two classic direct-mail pieces. While I was initially skeptical, I realized the point was to acquaint me with the rhythm and flow of the language of copywriting. I feel I have of absorbed the lessons well.
Week #2: I have progressed through Part III of the course. Among the many things I have learned, there are a few: I now know how to draw a profile of the customer, how to collected and note the content and flow of other copywriters' work, and how to follow the three rules of selling: people don't like the idea of being sold, people buy things very emotional reasons, and people need to satisfy their purchases with logic. I also learned about the structure of a direct-mail letter, which consists of building a promise, painting a picture so that the prospect can "see" himself benefiting from the product, giving a proof of the product's effectiveness (such as testimonials and expert endorsements), providing the unique selling proposition, and finally concluding with the closing sale and the specific offer. All of this makes perfect sense and is explained gradually and convincingly. I also completed my first lesson--composing and mailing in a letter that convinces someone to attend my favorite restaurant. I eagerly await the comments from the AWAI staff.
For more information: AWAI.