First, let me qualify a few things.
- This is a course that teaches you the skills of a direct response copywriter. It teaches you to write great direct mail packages and direct response ads. It teaches you to market and sell with words. And it shows you how to build a business as a copywriter.
- If you want to learn how to earn your living as a direct response copywriter, this course will give you 100% of what you need.
- If you want to be a successful online copywriter, I would still recommend that you take this course, and I think it will give you 90% of what you need to know.
The last 10%?
That 10% comes from understanding the core differences between the web and any other medium. The Web is not exactly the same as print. Email is not the same as a letter that arrives by mail.
All that said, this is a course I can comfortably and sincerely recommend to any copywriter, whether you are just starting out or are looking to improve your current level of skill.
Am I qualified to judge whether this course is good or bad?
I think I am. I was an award-winning direct response copywriter for almost 20 years (and in some ways, still am).
My clients included Diners Club, TV Guide, Franklin Mint, Citibank, Fidelity Investments and many others. These are hard-core direct marketers.
Both I and my clients knew exactly how good or bad my copywriting was as soon as the results started coming in. (That's how it is for direct response copywriters: you live or die by response rates, not by ego or the address of your office.)
The one big concern I had about this course...
Before I received a review copy of this course, all I had to go on were all the reviews and recommendations I found on the web. The problem is, when you type in "Michael Masterson's Accelerated Program for Six-Figure Copywriting" in Google and you'll find a HUGE amount of hype.
I both dislike and distrust hype. It's all noise and cliché, with no substance. So I was prepared for the worst. What I feared was that this course would be all about 'power words' and how to manipulate the reader.
If that is what I had found, I wouldn't be writing this review. And the course box and its contents would be sitting in my recycling bin.
5 reasons why I think this is an excellent copywriting course...
1. You will learn how to write successful direct mail packages and ads step by step
The way I learned to write direct response letters was slow, almost organic. I picked up a little knowledge at a time as an agency junior.
With this course, every step is laid out for you. In fact, it is the first time I have ever seen the process so clearly presented and taught. Yes, I am familiar with the material in this course - but I had never seen it all together in one place, with each element linked to the next.
I often moan about online writers just dashing off a first draft and then uploading it to their site. With direct response writing, that just doesn't happen. Every paragraph, every subhead, every sentence and every word has its role and purpose. It's about detail, about sequence, about pace and flow. And when you do it right, that 'construction' becomes invisible and you just read a great piece of sales writing.
This course takes you through everything, step by step. There are no blank spots, no elements of a successful direct mail piece or direct response ad that are left unexplored or unexplained.
2. And more than just letters
Successful direct mail packages are made up of more than just a letter.
You have the envelope, the order form, the lift note or buck slip and often a brochure. All these elements need writing and designing. They all need to work together, supporting each other. All play a part in delivering the promise, presenting the benefits and overcoming doubt. You need to work with all these pieces to make an offer, provide a premium, deliver a guarantee, drive a response.
All this is covered in the course. Every bit of it.
3. You will learn by example
The course itself includes numerous examples of great copywriting. Whole sections are built around letters and ads that have worked extremely well. I think this is a great way to teach. If you want to be a great copywriter, you need to immerse yourself in the best of what others have written. Enjoy the writing, then deconstruct it to see why it works so well.
In addition, the course box includes a 320-page book that is filled with the best of the best. It is called, "Hall of Fame. Great Selling Ideas from 50 Super-Successful Direct mail Letters and Direct Response Ads".
Like direct response writing itself, this course is based on facts and results. This course isn't about opinions and personal whims - it's about what has been proven to work. That's how direct response is. That's how this course is built.
4. You will complete exercises and assignments
This isn't a 'book' about copywriting. There are numerous exercises you are asked to complete and there are assignments you will be asked to write and submit. That may sound a little scary, but it's the only way to learn. You can't learn to be a copywriter by leaning back and just reading about it. You have to lean forward and actually do it. Time and time again.
5. You will learn how to sell yourself and build a business
Can you really build a six-figure income as a copywriter? Sure you can. I did, and some years those six figures are pretty big. And I'm not one of those huge names where you think, "Sure, HE did it, but I bet I couldn't."
By the same token, it isn't always easy and not everyone will succeed in making that amount of money. But how does a high five figure income sound? In any event, if you want to write in a way that sells, and earn a good living, whatever the final dollar outcome, this is the one course I would recommend.
I may be a little biased, coming as I do from a direct marketing background. But I truly believe direct response skills are the strongest foundation for any copywriter, whether you work offline or online. These are skills based on results. This is about learning what truly works and what doesn't.
If you want to find out how to earn a living as a copywriter, or improve the skills you already have, I recommend you take this course. It will cost you a few bucks, but you'll make it back fast enough.