Inside AWAI

Investment newsletter publisher looking to hire an AWAI-trained copywriter … Embrace these 4 ideals and become a marketer's dream copywriter … AWAI's "Got it Done" challenge … Bootcamps free for life …

  • IMPORTANT ANNOUNCEMENT: Enrollment in our very popular Circle of Success is now open.

    Circle of Success is our most comprehensive learning program. Among other things, you have complete access to all AWAI resources for life … plus all kinds of help, additional support, and training aimed at quickly getting you from where you are now to "A-level" professional copywriter.

    Is Circle of Success something you should join? It's depends …

    Whenever AWAI members ask that question, we have one response:

    Only join Circle of Success if you're absolutely committed to being a successful copywriter and/or direct marketer, and you're ready to roll up your sleeves and do what's necessary to make it happen.

    If that's you, please take a few moments now to see what this intensive and comprehensive program is all about.

    REMINDER: Membership is open only for the next 8 days … and only 25 people can be in each "success circle."

    All the details are right here …

  • Just in …
    Exciting opportunity for an investment newsletter copywriter
    from Ian Wyatt

    Wyatt Investment Research seeks a copywriter with experience writing direct response for investment newsletters. In this role, you'll focus on long-format dedicated emails for front-end products. You'll write a variety of advertisements, including long-format dedicated emails, landing pages, e-letter sponsorships, and order form pages for both front-end and back-end products. Information about Wyatt's free and paid subscription newsletters is available at

    Wyatt is focused on converting their 300,000 free e-letter subscribers into buyers of their six paid subscription investment newsletters. They're looking for a self-starter with experience writing copy that generates revenues. The ultimate goal of this position is to convert free users into paid subscribers by writing compelling copy that convinces readers to buy an investment newsletter service.

    Attractive compensation package will include incentives based on sales results. They are seeking a full-time employee in Washington, DC or Burlington, Vermont, and will also consider hiring a full-time contractor on a telecommuting basis. Please email your cover letter, resume, and writing samples to

  • Though Bootcamp is over for this year, there's still lots of buzz and excitement about it around the office. I hope you enjoyed … and benefited from … the special reports presented by our Roving Reporters, Roy Furr, Mindy Tyson McHorse, and Steve Roller.

    But there are a few more things I'd like to share with you from last week's Copywriting Event of the Year.

    First up … You heard the news on Sunday, but I'd like to take another opportunity here to congratulate Roy on being AWAI's 2010 $10K Challenge winner.

     Great job, Roy! We're looking forward to working with you on more winners in 2011!

    As Rebecca told us on Sunday, Roy is a marketer's "dream copywriter." Here's what she said about him:

    "He ALWAYS meets his deadlines. In fact, sometimes he submits his work early!

    "He's an idea machine … always thinking about ways to make my life easier … or make AWAI even better.

    "He takes the time to learn how the copy will be used, and thoroughly gets to know the product he's promoting firsthand, before writing a single word.

    "And, he's always pitching me on a new project. You may think that would be a negative, but as a busy marketer, it's a blessing. He always has a new project that I should consider doing. Oh, and by the way … he's the guy to do it!"

  • My challenge to you: Embrace these 4 ideals. Make them your own. Become a marketer's dream copywriter!

    Roy has even more to celebrate. He wrote me this note on Monday:

    "THANK YOU for this year's Bootcamp! As a result of being there and the connections I made, I should at least DOUBLE my copywriting income in the next year. That's nothing to sneeze at, either … Because this year I matched my income from the full-time job I quit. (And that was all from being at last year's Bootcamp!)

    "Not only is Bootcamp packed full of tips, tricks, strategies, and unshakable truths from many of the masters of our industry … It's also the absolute best place to come to meet new clients, get more gigs, and take your copywriting career to the next level.

    "I can't wait for next year!"

  • More winners from Bootcamp! Congratulations to:

    • Phillip Bermeister
    • Starr Daubenmire
    • Laurie Mock
    • Carol Parks
    • Pamela Welch
    • Mindy Tyson McHorse
    • Sean McCool

    All seven of these AWAI members went home with an extra $1,000 in their pockets … and the opportunity to earn another $1,000 from the spec assignments they submitted as part of our annual Bootcamp Spec Challenge.

    You'll be hearing more about them and their spec letters in the weeks to come.

  • WORD OF ADVICE: Spec assignments pay off. If you were at Bootcamp or have ordered the Bootcamp Home-Study program, you have over 58 spec assignments available to you. Do them! Dozens of successful AWAI members got their start by doing spec assignments … Roy included.

    You can still get access to all the spec assignments offered at Bootcamp … plus the entire three days' worth of A-level presentations and handouts … through the Bootcamp Home-Study program.

    This truly was our best Bootcamp ever. And I believe these recordings may even become collectors' items for all working copywriters. The secrets and techniques shared by our extraordinary line-up of experts are not to be missed.

    Reserve your Bootcamp Home-Study program here.

  • Joshua Boswell, our Bootcamp emcee, created another kind of challenge for attendees. He encouraged everyone there to take actions … each day … as a result of what they were learning and who they were meeting. He had them e-mail their actions to him … and right there on Saturday at the awards luncheon … recognized a few of the stand-out submissions he received.

     Kenya McDonald, self-proclaimed "Future Six-Figure Copywriter," won the grand prize for her very impressive list of "got it dones."

    We're going to fly Kenya in from Los Angeles, put her up at The Marriott, and work with her on a paying assignment for a day at the AWAI office.

    Rosie Brock and Julie Gubler were the runners up.

    Congratulations to everyone who participated. You're all winners because you TOOK ACTION!

    I love what Joshua started here and want to keep it going. So …

  • Starting today … and for the next 7 days … write down every action you take that has or will have a positive and forward-moving impact on your writing career.

    Post your "got it done's" on the AWAI blog. You'll get public recognition for taking action … and we'll give away some fun prizes too.

    And, Will Newman asked me to share this with you …

  • A Master Copywriter's tip from this year's Bootcamp

    Will Newman has been presenting at Bootcamps for five years now. You'd think someone like Will who's been to so many Bootcamps and has been writing copy for almost 15 years couldn't learn anything new. But every year, he adds many new tools, ideas, and strategies to his copywriter's toolbox.

    Here's something Will tells me he learned this year from Master Copywriter Mark Everett Johnson – whose 15-year control for a major health publisher has mailed over 300 million pieces. Mark credits another master, Gary Halbert, for this strategy:

    "You already know one crucial key to persuasive copy: Talk about benefits. So when researching a product, list all the benefits you can come up with on 3" x 5" index cards, one benefit to a card.

    "When you're done – after listing as many as 200 or more benefits – put the cards in order, from the most to the least powerful benefit. Keep shifting the order of the benefits around until you're satisfied with the result.

    "Using Michael Masterson's Rule of One, you focus solely on the benefit on the first card for your headline and lead. The remaining benefits fill out the rest of your copy. Each one gives your prospect one more reason to buy.

    "You want to use these benefits in your copy pretty much in order, from most to least powerful, with a couple of exceptions.

    "Save two or three top benefits. You might use one in the false close. Another in the PS. And yet another in the lift letter.

    "Here are two final tips: Be sure to repeat the biggest benefit throughout the copy. (Using different words and ways of describing it.) Give it special emphasis in your order device.

    "Simple, yes? I urge you to add this to your copywriter's toolbox, just like I have."

  • A few more words about Circle of Success … and this last, limited registration period for 2010 …

    Over HALF of the people who were at Bootcamp this year are active members in COS. For most, it was at least their second or third Bootcamp … as one of the many perks of being in the Circle is FREE BOOTCAMPS FOR LIFE!

    I know what COS can do for our members. But hearing about it from me is different than hearing about it from people who have paid their hard-earned money to join … and are experiencing the results right now.

    So I asked a few of the folks I spoke to at Bootcamp to share with you what it means to them to belong to COS.

    Frank Eaton:
    "The best thing about Circle of Success for me to date is all of it. But to be more precise:

    • You cannot beat the excellent training materials presented by top-notch instructors who are actually paid copywriters themselves. And for them to have a genuine concern for how well you participate and do in the training is amazing.
    • You can't beat getting this training and participating in the classroom-like setting while sitting in your home office in your PJ's, if desired. In a sense, you're starting out in the writer's life environment, just like you will be when you graduate and begin getting paying clients while running your business from home.
    • You're also writing copy and going through peer reviews. Getting your copy to the 3.0 level and higher is so much easier to do when you have your team of COS members doing the same thing you are, together. And having an expert copywriter and instructor helping you along the way is priceless.
    • But the most important thing is IT WORKS and will make you a good copywriter so much faster! You can even go back through the recorded training modules to keep your skills sharp.

    "Before COS, I had the manuals and read all of them. I did most if not all of the assignments in the books. And I was thinking I was doing OK. But I really didn't know. Plus it was taking a lot of time.

    "Then I joined COS and went through the entire program. I was able to go out and get clients because I had the confidence and confirmation that I was a good writer and could do this.

    "And the members of my COS team, as well as the instructors and AWAI folks involved, are still part of my 'network' I can call on for advice and critiques.

    "What a great program. I owe thanks to the AWAI team for putting together the Circle of Success program. It is worth the investment of time and money, as it will make you a great copywriter and help you make back your return on investment (ROI) and so much more.

    "I will easily make upper 5 figures this year. And I am close to breaking into the 6 figures soon. Without the COS program, I would probably be just starting to re-read the manual again. Now I am a Master Level Copywriter. "

    Carol Montgomery:
    "The nurturing and mentoring by so many truly successful copywriters has been invaluable to me. No matter how successful one has been in a previous career, starting a new career is daunting. Knowing I can pick up the phone or email anyone at AWAI and receive prompt and courteous help has kept me hanging in there.

    "I look at the wealth of information and courses almost as a college education. To have a career in copywriting, it makes sense to me to learn as many of the fields as possible and broaden my horizons. A niche will soon follow … and all I have to do is ACT!"

    David Sharpe:
    "If you'd asked me 2 weeks ago about the best part of COS, I'd have mentioned the 'free' product catalog and the community/discussionboards. Now, I'd say that the best part of COS is that it got me to Bootcamp this year, when I needed it the most.

    "There's also value in feeling like I'm somewhat special – or at least part of a special group. I don't know if it gives me any special consideration or extra access in reality, but the perception is there. It's probably an ego thing, but I've learned to pay attention to those Feelings and try to use them in a positive way."

    Steve Coombes:
    "By far the best thing about COS overall for me has been the free Bootcamps.
    It was the two free Bootcamps that were part of the program when I first signed up that totally sold me. I couldn't afford to come by paying one lump sum … but I could pay for COS because it gave me time to pay over a number of months. And, of course, ALL the programs. AND training. Goodness, what more can you throw in there?!?

    "Anyhow, I had a strong hunch that my first Bootcamp was where I would finally truly launch my copywriting business. I was 100% right. And to know that ALL Bootcamps are mine for free for life now as part of the COS program … that blows me away! If you offered nothing else, the entire COS program would be worth it just for that!"

  • REMINDER: Circle of Success membership is open only for the next 8 days … and only 25 people can be in each "success circle."

    Please take a few moments now to see what this life-altering program is all about. Call Jacque, Debbie or Pat toll-free at 866-879-2924 today.

    Or, click here for all the details.

  • And to wrap up this issue of Inside AWAI, a quick story …
    He acted on opportunity and launched an empire.
    In 1906, Sears, Roebuck & Company was the largest mail-order business in the world, headquartered in Chicago in a three-million-square-foot space.

    What few people know is that Richard Sears built the retailing giant by becoming great at writing promotional copy.

    Sears began as a train station agent in Redwood Falls, Minnesota. His life changed forever one day when a shipment of gold-filled pocketwatches was refused by the retailer they were sent to. Sears jumped on the opportunity, purchased the watches at a big discount, and quickly sold them to other station agents for re-sale to passersby.

    Using the capital from this first small venture, Sears started a watch company and promoted it with ads and flyers. This led, a few years later, to Sears, Roebuck & Company, which Sears wrote all the ad copy for.

    A Fortune magazine profile noted that Sears "knew how to talk to flinty, skeptical rural America. He wrote copy for his catalog as if he were looking a farmer right in the eye." He also pioneered the satisfaction guarantee and the use of target niche marketing – focusing on German and Swedish immigrants in the Plains States.

    Sears Roebuck & Company grew into a $49 million direct-mail powerhouse by 1906, in large part due to a railroad worker with a knack for copywriting.

    Our Bootcamp theme this year was "Making It Happen," and Michael Masterson, Ted Nicholas, Joshua Boswell, and others all told stories about seizing opportunities and taking action.

    Whatever your current situation is, keep your eyes open for opportunities to Make It Happen. Like Richard Sears, you never know where copy you write, in conjunction with a business opportunity, can lead.

    See you next Thursday!

    NOTE: October's Writing Challenge winner will be announced in next week's issue of Inside AWAI.

  • What's happening at AWAI the week of Nov. 15 – 19:

    Topic: Circle of Success: Architecture of Persuasion (webinar)

    Join Will Newman for a brief orientation in your new COS Master Class on the Architecture of Persuasion … the structure for direct-response copywriting.

    Participants: COS Ruby, Sayan, Olympics Group members only
    Date: Monday, Nov. 15, 2010
    Time: 8:00PM (ET)
    Topic: Bob Bly Get Clients 30-Day Challenge (teleconference)

    Bob Bly and special guest Herschell Gordon Lewis look at how to get published and get speaking engagements as a way of attracting clients.

    Participants: Bly Get Clients members only
    Date: Tuesday, Nov. 16, 2010
    Time: 3:00PM (ET)
    Topic: Learning the Difference Between B2B and B2C (teleconference)

    B2B is different from B2C – and it has nothing to do with the copy. Don't miss this exclusive call with Ed Gandia and Pete Savage.

    Participants: Open to all
    Date: Wednesday, Nov. 17, 2010
    Time: 3:00PM, 8:00PM, 10:00PM (ET)
    Topic: Defining Your Niche (webinar)

    Join Pam Foster for an exclusive webinar where she'll fill you in on how to define your niche and, by doing so, learn how to thrive in that market.

    Participants: Wealthy Web Writer members only
    Date: Thursday, Nov. 18, 2010
    Time: 12:00PM (ET)
    Topic: Bob Bly Get Clients 30-Day Challenge (teleconference)

    Bob Bly and special guest Nick Usborne reveal how to build a website for your freelance copywriting business that engages potential clients, generates leads, and makes visitors predisposed to hire you.

    Participants: Bly Get Clients members only
    Date: Tuesday, Nov. 16, 2010
    Time: 3:00PM (ET)
    Topic: Accelerated Program Live Companion Series – BONUS Webinar Session

    The World of Business-to-Business Copywriting

    Join Rebecca Matter and special guest Steve Slaunwhite as they explore the world of business-to-business copywriting.

    Participants: Companion series members only
    Date: Thursday, Nov. 18, 2010
    Time: 3:00PM (ET)
    Topic: Circle of Success: Getting Clients (webinar)

    Join Malcolm Smith for a brief review of how to "prospect" with postcards and letters; general discussion of the CUBA technique and 4-legged stool.

    Participants: COS Klamath & Everett Group members only
    Date: Thursday, Nov. 18, 2010
    Time: 8:00PM (ET)

    Note: Access information about all of our events can be found on the AWAI Google Calendar:

As Executive Director of AWAI, Katie Yeakle has been helping people live the writer’s life since 1997.

“AWAI is built on a big promise … that we can teach you a new skill that can lead to increased income … independence from the 9-to-5 grind … and the freedom to live and work where you choose.

“All of us at AWAI stand behind that promise. In fact, that’s how we measure our success – by how many people we help reinvent their lives.

“Follow our proven advice, and you can be among the many successes we’re so proud of.”