Copywriting Masterclass OPEN COURSE
When I told my wife what I was planning, she said,
“Are you serious? You’ve written four best-selling
copywriting books, set up a successful copywriting agency
and now you could be putting us out of business.”
Want to know why? Because ...
“These Top-Level
Profit-Boosting Copywriting Secrets
Are Jealously Guarded By The World's
Most Successful Copywriters...
… And Now I’m Going To
Give Them All Away to You and
Just 15 Of Your Peers ”
Dear Fellow Copywriter,
I think you may have what it takes to join the magic “Inner Circle” of top-performing copywriters.
These are the writers who make profits flow from their keyboards like honey.
They're the ones getting the juiciest jobs... the fattest wage packets ... the rewards, the recognition and the kudos.
Is this you?
See if you agree with my intuitions about you. My guess is you are:
- more interested in how people tick than in how to use a semi-colon
- aware of the power of emotion to open – and close – a sale
- already using a copywriting toolkit that includes books, blogs, newsletters and your own insights.
- able to vary tone and style to match your reader’s expectations.
- ambitious to become a true copywriting expert yourself.
If I’m wrong about you, then please forgive me. You can close this page and go back to whatever you were doing before you opened it.
Time to sharpen your edge...
If I am right, and I think I am, then you may be interested in a new learning opportunity I have planned for this coming September.
It won’t be cheap. Nor will it be particularly easy.
And I suspect many copywriters could take part and then fail to capitalise…
...simply because they are too lazy to put the work in afterwards.
But seize it with both hands, work hard, and take the secrets I will impart to you – and I genuinely believe you could gain the type of edge it has taken me literally decades to acquire.
In just one day.
The sort of edge that will drive growth in your profits.
The sort of edge that will have colleagues coming to you for advice.
The sort of edge, in short, that is both a career-booster AND a profits-booster.
Which of these tricks would you use to boost your profits?
On the day, I’ll show you how to:
- Penetrate your prospect’s psyche to uncover the motivations even they may not be aware of.
- Exploit the six powerful selling strategies used by some of the most successful professional influencers.
- Uncover and exploit the emotional states of your reader to engage and convert them.
- Create pitch-perfect copy using subtle linguistic techniques that work like magic while remaining invisible to your reader.
- Master the intricacies of that all-important conversational tone of voice – even for b2b sales.
Am I over-promising? Listen to my story and decide for yourself.
Van driver, office assistant..copywriter?
I know this might all sound a little over the top. But I am speaking purely from my own experience.
I left university in the early eighties with no real idea of what I wanted to do.
After a couple of dead-end jobs I landed a junior spot in a marketing department.
Much to my delight – and my boss’s – I discovered I could write copy.
It wasn’t particularly pretty.
I had to write it out longhand and get it typed up by a secretary.
And I’m sure I was breaking all sorts of rules along the way.
But when we opened the post every day, there was always a nice fat pile of cheques and order forms from my promotions.
I got bitten by the bug
Ever since then I’ve had the copywriting bug.
All I wanted to do was get better at it.
I nagged my boss to send me on courses.
I read every book I could get my hands on.
And I wrote as much copy as I could manage.
(Maybe this sounds like you.)
In the end that’s why I left the company.
You see, marketing directors aren’t supposed to spend their days crafting mailshots, ads and websites.
Happily for me I got fired
The result was Sunfish – the copywriting agency I founded back in 1996.
I’m still writing copy every day.
And I’m still learning.
Only now I run more courses than I attend. And I write books as well as read them.
The big thing I have learned is this:
Whatever the career path you have mapped out for yourself – in-house, agency or freelance – you will get where you’re going faster, and have more fun along the way, if you can write well.
And I can teach you how to write extremely well.
What pushes your button?
You are already way up the learning curve compared to most copywriters out there.
If you weren’t, you wouldn’t still be reading this.
Now it’s time to see what you’re really capable of achieving.
Are you interested in conversions on the web?
I rewrote our own sign-up page recently and doubled our conversion rate.
It’s now eight and a half times the Internet average.
I am prepared to show you what I did.
Maybe direct mail is more your thing.
If you want to get a better response rate from your direct mail or email marketing, it pays to know a thing or two about how to mask your selling techniques.
I’ve done that so successfully that people have written back personally to the editors of newspapers I’ve created promotions for.
There are many ways of doing this and you don’t need to handwrite the envelope.
Just ask me and I’ll spill the beans.
Are you selling high-ticket products?
How much of the conventional wisdom goes out the window when you’re selling expensive products?
The answer surprises a lot of copywriters.
We’ve created campaigns for products and services costing upwards of £10,000.
With your permission I’ll tell you how to judge tone of voice for upmarket offerings and the people who buy them.
Are you in b2b marketing?
What works in b2b? Is it different to b2c?
I’ve spent probably 85% of my career selling business products and services.
Companies like Pitney Bowes, The Economist and Euromoney have frequently turned to me for help.
And I’ve discovered some lovely little techniques for tapping into the executive mind.
They’re yours for the price of admission.
Or are you just looking for that “magic bullet” that will hit your prospect right in the “persuasion zone”?
Well... I’m afraid there isn’t one.
But there are plenty of techniques for aiming more accurately, and scoring more hits.
I’ll share as many of them with you as I can manage.
WARNING: YOU MAY HAVE TO USE YOUR BRAIN
Some so-called ‘experts’ promise you you’ll become some sort of copywriting superhero while you sit back and do virtually nothing.
What I’m offering you is rather different.
I will ask you to commit to taking part as fully as you can.
To ask lots of questions.
And to think really hard about the subjects we’ll be discussing.
In return I will lay it out for you as fully and in as much detail as I can manage.
Return to your desk armed with a career’s worth of copywriting insights, ideas and professional tips
As a result, you’ll acquire the sort of copywriting insights it has taken me literally my whole career to assemble.
These are techniques that have made our clients millions in incremental revenue...
Industrial companies, retailers, service providers, publishers, information businesses, charities, government departments, financial services companies, IT firms, agencies of all kinds: they are all more profitable now than they were.
These techniques, employed on behalf of Sunfish clients, have also given me a comfortable lifestyle... funded exclusively from copywriting.
Could I convince my sternest critic?
I have to admit, it took some convincing before my wife – she’s also my business partner – would consent to this idea.
“Are you sure?” was the first question she asked.
“This stuff is what gets you hired. Give it away and you’ll be doing yourself – and me – out of work.”
But I am sure. Here’s why.
How can I afford to do something this risky?
For a start, I am only going to accept copywriters who can show that they are ready to take their skills to the next level.
Then, I am limiting participation to just 16.
Finally, Jo and I are already turning away work because we are fully committed.
So, I persuaded her. Now, what is it all about?
Well, to start with, it’s not a traditional ‘training course’.
Sorry, no PowerPoint
I remember years ago attending a copywriting course, run under the auspices of a professional institution of which I’m a Fellow.
A near-retired agency copywriter ploughed through a dog-eared sheaf of notes while 50 of us tried to make sense of it all.
This is different.
You will be a part of a small group of experienced copywriters, plus me.
You will have an enjoyable day of discussion and debate rather than chalk-and-talk.
You won’t have to listen as I deliver lecture notes, nor complete worksheets, nor stare glumly at slides crammed with tiny text.
Lots of copywriting instead
On the other hand, you will get to do loads of practical work.
All based on short, intensive sessions discussing tools and techniques that give your copy more bite.
Every person on the masterclass will have the chance to write copy individually, and receive constructive criticism from the rest of the group, myself included.
What you’ll learn
The masterclass unfolds like this...
1 The psychology of influence
- What we can learn from the world’s most successful sales executives.
- Understanding what we’re really selling. And therefore what we’re competing with.
- The difference between the promise and the product.
2 Human motivational psychology
- The unchanging landscape of need. We’re all just cave dwellers.
- Can a copywriter create motivation?
3 Storytelling
- What makes a great story?
- How to tell true stories.
- The other kind of story that’s ethical but untrue…for now.
4 Emotion versus reason
- How one trumps the other and what to do about it.
- Why fear and greed will only get you so far.
5 Language and persuasion
- Why “writers” can be at a disadvantage.
- Rhythm and pace.
- Music, metaphor and more.
- Reverse psychology.
- Getting tone right.
And just to be absolutely clear, I never use PowerPoint, though I am a dab hand at flipchart diagrams.
The three-point test: is the masterclass right for you?
I mentioned that this masterclass is for more experienced copywriters –
– those who are confident they are ready to make the next major step in their career development.
If you can answer “yes” to the following three questions, you are definitely ready for the masterclass...
- Do you have at least three years’ experience?
- Are you confident you have mastered the basics of copywriting (I don’t propose to explain what benefits are)?
- Are you already enjoying success from your promotions or campaigns?
My cheat’s charter
PSST! Even if you can’t say yes to all three questions, you might be able to persuade me to accept you onto the workshop.
Drop me a line selling yourself and if you do a good enough job, you’re in!
Interactive, action-orientated and flexible
The masterclass is biased heavily towards interaction among peers, and practical work.
We’ll run through each copywriting concept as a group, then split down into small teams to apply them to real-world campaigns.
You will then write copy using the techniques we discuss, before receiving individual feedback.
What copywriters say about me and my workshops
As you know, one of the elements of a successful promotion is the list of testimonials. So here are a few of mine...
“My copywriting will never be the same again! A great experience with so much advice and practical learning. Thank you.” Kelly May, Weight Watchers (UK)
“Very well tutored with plenty of interaction. This will benefit me in my job. 10/10.” Thomas Gruber, The Economist
“Best training course/workshop I have ever been on by far. Why can't they all have such a great facilitator, vastly knowledgeable and inspiring about the subject?! So relevant + loads of practical, useful tips to take away. Please send more RSPB writers on this course. Thank you Andy! Perfect. Great day.” Mark Ward, RSPB
“The best course I've been on. And I've been on a lot.”
Andrew Bidwell, Emap
“Really good - really enjoyed it and definitely learnt new skills/techniques that I will apply to copywriting.”
Marina Carbone, Euromoney
“Fantastic workshop, really liked the fact that there was a lot of interaction rather than just being taught out of a book. Already feel confident about any future copywriting.”
Leanne Chard, Incisive Media
“Excellent course, good content and interactive style. I will take plenty away from it.”
Clinton Geeves, Westminster City Council
“Engaging and interactive. A great day with top tips for improving copywriting.”
Santa Marku, BSI
“Excellent! Really enjoyed it! Very incisive! Will definitely buy your book.”
Shivani Babber, EuroFinance Conferences
“Inspirational. I would strongly recommend this workshop.”
Julie Cunningham, CRU Group
“The broad covering of both writing for business but also for individuals was a great help." Ben Murray, FilmFlex Movies
"The day gave me a real insight into how to plan and write copy successfully. I will definitely try to apply these techniques to my work." Steph Bradley, Oxfordshire Press
“I am impressed with the level of new techniques I have learned which I can apply straight away.” Ben Ross, 888.com
“I thought the course was a great reminder of how to go about writing compelling copy.” Nick Wells, Firebrand Training
"Andy's entertaining and sparkling delivery style captured the imagination. His anecdotes and hints and tips were invaluable." Mary Clarke, Sticky Change
"Really enjoyed the course and feel I can apply a lot of what I have learnt to this job and any other future job." Alli Wilson, RCN Publishing.
Free book, free hotline
As a delegate, you receive a free copy of one of my books:
The Copywriting Sourcebook: How to Write Better Copy, Faster - For Everything from Ads to Websites
100 Great Copywriting Ideas: from Leading Companies Around the World
Write to Sell: the Ultimate Guide to Great Copywriting
Write Copy, Make Money: How to Build Your Own Successful Freelance Copywriting Business
Please let me know which title you’d like when you book your place on the masterclass.
Your course fee also includes a one-month copywriting hotline after the event, so you have support from me as you work on live projects.
At the end of the day you also receive a certificate to show you attended the course.
Where and when
27 September 2012
Euston, Central London
09.00 Registration and coffee
09.30 Workshop starts
12.30 Lunch
17.00 Workshop closes
Tea, coffee, refreshments and lunch are all included in the fee.
Please let me know if you have any special dietary or access requirements.
Your investment
The cost of these insights? I’m asking £797 + VAT.
I don’t know what you’re targeted to make for your business every year, but I’m sure you’ll earn back your investment in the workshop.
Andy’s money-back guarantee
To show you just how confident I am, I want to give you this PERSONAL guarantee.
Use the techniques I teach you in your own copywriting for six months and they will make a real and noticeable difference to your results.
If you genuinely feel they haven’t helped you...that it was the copy that let you down, not the list, the product, the price, the market or the offer...let me know and I will refund every penny you paid.
So as you can see, this is a totally risk-free offer. You have everything to gain and nothing to lose.
To book your place…
Or call me on 01722 413 900.
I’ll send you confirmation of your booking and an invoice.
Please note you must pay the invoice before the masterclass takes place. I’m afraid we aren’t able to accept attendance from delegates whose invoices haven’t been paid.
So, now the small print’s out of the way, I really hope to see you in September.
Best regards,
P.S. Remember, I have personally tested the profit-boosting techniques you’ll learn on this masterclass. They work.
P.P.S. The masterclass is not suitable for every copywriter. When you apply for a place, please explain why it’s right for you.
P.P.P.S. I am only running this workshop once in 2012. Make sure you have a place by booking now.
