Mastering The Art of Persuasion

A little over a month ago, I told you I was excited about going to this year’s Bootcamp. I still am. But I’ve got a secret to share.

I’m also a bit nervous.

You’d think that after nine Bootcamps, it would be old hat for me. Well, first of all, Bootcamp is never old hat. I always learn new things … meet new friends … and have a remarkable time.

This year, though, I’m going to be doing something I’ve never done before. I’m giving a presentation with the one man who’s done more to make me a good copywriter than any other person in the business.

Me. Up there. With Mark Ford. (You might know him better by his pen name, Michael Masterson.)

Now, don’t get me wrong. Mark is one of the easiest people to talk to … and to work with. Every time he’s been at Bootcamp, I’ve seen him in the hallways, talking at length to members … sharing his knowledge … his wit … and his time.

This could be his very last time …

And this year marks his return to Bootcamp — possibly for the last time — after taking last year off. As much as Mark enjoys his contact with AWAI members at Bootcamp, he’s decided to concentrate on writing books.

His latest book is on the secrets of persuasion — both written and spoken. It’s a big undertaking, but one that he’s passionate about because …

 … all copywriting is about persuasion.

As a master of copywriting and marketing with over 30 years in the business, Mark has broken down the art of persuasion into three absolutely crucial components. He calls this his “Three-Part Formula for Persuasion.”

This is what he’s going to be talking about at Bootcamp this year.

And I’m going to be up on stage with him …

Why am I going to be there with Mark? Because this presentation is based on a book he and I have been writing together. (Has that ever been a great learning experience for me!)

There’s no way we could talk about the entire book. Time and the Rule of One prohibit that. (If you aren’t familiar with the Rule of One, check out The Golden Thread from January 9, 2012.) But, we’re going to give you a thorough grounding in the Three-Part Formula for Persuasion.

Back when I was studying science, I learned the phrase “necessary but not sufficient.” Each of the three parts of the formula is necessary to your success as a master persuader. But individually, they are not sufficient. In our presentation, we’ll tell you why you need all three parts working together to be a persuasive writer and speaker.

After all, it really is about copywriting.
Or is it?

But we’re going to go beyond the Three-Part Formula. We’re going to tie it into the reason you’re at Bootcamp in the first place … copywriting.

Here’s a hint at that tie-in. It’s a mistake to look at copywriting solely as selling — although that might be your end-goal. If you do, you’ve made the decision to be a B-level copywriter at best. We’re going to tell why you must embrace becoming a master persuader to achieve that coveted A-level status.

As you can imagine, I’m excited to be presenting with Mark this year. But I’m excited for another reason as well. Coming to Bootcamp gives me the opportunity to meet you. I love talking to AWAI members at Bootcamp. If you want to chat with me about copywriting, persuasion, or anything related to your career, grab me in the hallway. I’ll be happy to chat with you.

In fact, I look forward to it!

However, time is running out if you haven’t signed up yet. Bootcamp is the fourth week in October. That’s just six short weeks away. Believe me … that time will fly by. Right now, make the best copywriting decision in your life …

 … Click here to sign up.

And when you get to beautiful Delray (and I’m not kidding about it being beautiful), look me up and say, “Hi.” I want to meet you. And if we’ve already met at a previous Bootcamp, let’s renew our old friendship.

But until you head off to Bootcamp, don’t forget the one, most important thing you can do for your copywriting success: Write!

Until next week …

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »


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Published: September 9, 2013

3 Responses to “Mastering The Art of Persuasion”

  1. Yes, I have been reading a lot about copywriting And the art of persuasive writing for quite sometime.
    I believe that very soon,I shall start putting what I Have learnt into practice to yield meaninful results.
    The information provided by AWAI to members is just incredible.
    I believe the benefits will soon begin to show.
    Thanks for all your help and support.
    Tom Appiah

    TOM -APPIAHSeptember 9, 2013 at 7:53 pm

  2. Looking forward to Bootcamp - this will be my first one!!

    Guest (Jeff)September 14, 2013 at 7:35 am

  3. Even without knowing this, I've been talking about the landing pages I'm writing in terms of "persuasion."

    One client hires me to write for his own B2C start up and for his B2B employer. When explaining why I approach each differently, I've framed it in terms of persuasion.

    The idea of writing as persuasion came naturally from my reading of my AWAI course materials.

    Daniel G TaylorMay 28, 2014 at 9:20 pm


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