AWAI – Badges: Professional Writer Verification
Dear Reader,
Hi there, Rebecca Matter here…
I have an important question to ask you:
When do you want to start making money as a copywriter?
Is it after you’ve learned to write sales letters, picked a niche, and landed your first client?
Or would you prefer to get the knowledge and confidence you need to start making money right away?
If you’re like most writers I talk to — I think I know the answer.
It’s right away.
But how do you start making money when you’ve yet to master writing an effective sales letter?
It’s very simple:
You first master the other skills that are IN HIGH DEMAND right now.
I’m talking about the many smaller “collateral” projects marketers — like me — need every day:
- Space Ads
- Emails
- Sales funnel copy
- Lead-Gen landing pages
- Social Media posts
- Editorial and Content articles
- Video scripts
- SEO web content
All of these are crucial writing projects that can be learned quickly.
They’re projects that can be COMPLETED in a matter of days (sometimes hours!).
And learning them will give you the CONFIDENCE to call yourself a professional writer right away.
I hire freelance copywriters to take on these types of projects every day. (Which is WAY more than the number of copywriters I hire to write sales letters.)
They’re projects every copywriter needs to learn to write.
So why not master them NOW… so you can start using them to generate REAL INCOME while you further your copywriting career studies?
That’s why I’m excited to offer you an “encore” opportunity to be a part of this brand-new Skills Certification Program:
AWAI Verified™: Mastering the 8 Collateral Marketing Projects Every Copywriter Must Know.
That’s the “official” name for it.
But around here, we simply call it “Badges.”
Why “Badges”?
Because every time you successfully complete one of the eight learning sessions — you earn an AWAI Verified™ Badge.
This Badge will be awarded by a special AWAI Academic Advisory Board made up of professional copywriters and marketers…
And then posted, by us, on your special Advanced Member Profile Page housed on the AWAI website.
I’ll tell you more about “Advanced Member” status in a moment… and show you what your “Profile Page” looks like.
But please understand…
These Badges aren’t just for show.
They’re not handed out freely.
They’re serious symbols of accomplishment.
You earn them, through learning and effort, just as you would any professional accreditation.
And because of this…
They signify to us, colleagues, and — most importantly — future clients, that you have successfully completed a crucial element of study within this important level of training AWAI has initiated for its most serious members…
With You and AWAI Verified™, We’re Both Responsible for Your Success
Badges, in fact, represents a new direction for AWAI in the way we teach our most serious members.
Instead of learning on your own and not being sure when you’re “ready” to enter the real world of copywriting…
AWAI Verified™ Badges hold both you and us accountable.
We teach you the required skills through a professionally structured curriculum created and approved by industry experts.
You’re tested on the material — just as you would be with any professional certification.
You’ll tackle real-world writing projects and submit them for expert review.
And only when you pass both the test AND the written assignment can you be 100% certain you have the skills needed to be a successful copywriter in the “real” world.
This will give you the confidence that “going it alone” can’t give you…
And it will give us the confidence to verify that you’re ready to work with clients… or hire you for projects within AWAI (more on this in a minute)…
So, not only will the AWAI Verified™ Badges program give you a chance to start earning money as a writer right away…
You’re learning skills you NEED to learn anyway.
The eight distinct collateral copywriting skills you’ll master as part of the AWAI Verified™ Badges program are crucial components of virtually every online marketing campaign you’ll be involved with as a professional copywriter.
You’ll be asked to write them in support of every sales letter you write.
They help attract more customers and generate more revenue for your clients.
Of course, that means more money for you in terms of fees and royalties.
And given these skills make you a better, more well-rounded copywriter, you’ll be in a much better position to command larger writing fees and negotiate far more generous retainer arrangements.
It’s like the difference between starting your career with a generic B.A.… versus a high-level Master’s Degree that’s 100% relevant to your field.
The fact that you’ve earned all eight Badges sends a clear message to any prospective client that you’ve done the work… you’ve mastered the skills… and you’re ready to take on any task a marketer hands you.
Many AWAI members say “Badges” is the most fun they’ve had learning a new skill.
They tell us:
- The writing is fun and “easier” than full-fledged sales letters, and…
- It gives them the skills and the confidence to start making money, as a writer, sooner rather than later.
Here’s How Our New Copywriting Badges Program Works
It works very simply…
You’ll work on each project — and earn each of your Badges — one at a time.
Your “job” throughout the eight-part program is to create all the collateral writing material needed to execute a high-level marketing campaign.
Things like space ads, lead-generation pages, and special editorial content marketers use to drive traffic to their sales letters…
You’ll learn about writing funnel copy, email “lift” notes, and Search Engine Optimization strategies…
We’ll show you how to write two to three-minute video scripts that lead readers into the main sales letters… along with ways to expand your campaign’s reach through social media…
And a whole lot more…
We’ll guide and teach you every step of the way.
We’ll give you everything you need: the product… the control sales letter from which to work… and all the support material you’ll need.
You’ll learn… and you’ll write.
At the end of each project module, you’ll take a test…
And submit your writing project for review by AWAI’s Academic Advisory Board made up of professional copywriters and marketers.
Once you “pass,” you move on to the next project module…
But not before we award you your coveted “Badge” — and your completed sample assignment(s) are added to the “portfolio” section of your Advanced Member Profile Page.
If your writing sample still needs work, we’ll send it back to you with suggestions for improvement — until you have a clean, finished sample you can proudly and confidently show any prospective client.
AWAI Verified™:
The Eight Crucial Writing Skills You’ll Master
Badges Module #1:
Writing Killer “Space Ads”
We’ll kick things off with the most fun — and potentially lucrative — project to master.
Even though they’re rarely more than 100 words and a few sentences, the impact a great space ad can have on a marketing campaign is enormous.
They’re designed to do one thing and one thing only: grab the reader’s attention by arousing interest and curiosity — so that he or she “clicks” to learn more.
There are different ads for different purposes.
Some ads take readers straight to the sales promotion.
Others link to an “advertorial” or news item, which expands on the idea presented in the ad.
Sometimes an ad serves as a lead generator, and takes the reader to a landing page where they enter their email address in exchange for a gift, a free report, or other irresistible offer.
But whatever the ad’s purpose, there’s massive demand for writers who are skilled at getting readers to click in as few words as possible.
The reason is obvious:
As a marketer, if you write me a space ad that generates twice as much interest and “intrigue” as my current ad… it means twice as many prospective buyers are likely to click to my offer — which potentially doubles the response to my marketing campaign.
Same is true when you’re writing ads for your own sales letters.
If the ad you write in support of your promotion gets twice the people to read your sales letter — it can double the response to your letter and potentially double your royalty payments.
That’s why every successful copywriter MUST master this skill.
Because once you do, the little time you spend creating simple yet highly effective online ads can impact your copywriting income by tens, if not hundreds of thousands of dollars.
Even as a “hired gun” you can make $100 to $150 in just a few minutes writing a few effective 50-word space ads!
That’s why we’ll delve as deeply into learning to write 50-word Online Space Ads as we would full-length sales letters.
We’ll cover all the main ad “types:” insert ads, Google, and other Pay-Per-Click (PPC) ads, banner ads, and ads tailored specifically to highly targeted Facebook audiences.
You’ll learn:
- How they work — the “secret psychology” of successful ads
- How many words is the optimum length for each
- When you should — and shouldn’t — use a picture or image (and which kinds are the best)
- When it’s critical to weave keywords into your ads (and how to do it)
- Crafting the ultimate “fascination” so your reader can’t help but click
- How to write a clear and compelling “call-to-action”
- Three “can’t fail” ad formulas
- The secret to eye-catching design
- The 21 most powerful words you can use in any space ad
- Which ads should have “more headline, less copy” (and vice versa)
- Ad writing dos and don’ts…
- And much more
Like every module that’s part of the AWAI Verified™ Badges program, you’ll earn your Badge by passing a 10-question test based on the material covered… and, of course, by submitting written work.
In this case, you’ll write four ads — from scratch — based on an AWAI control letter we’ll give you: an insert ad, a PPC ad, a Facebook ad, and a banner ad.
Once you pass your test… and your written ad projects pass muster with our panel of experts, you’ll be rewarded your Online Ad Copywriter Badge and move on to the next module of your choice.
If you don’t pass the test and/or we feel your ads need more work, we’ll send your writing samples back with constructive suggestions for improvement.
You simply edit the draft based on our suggestions and resubmit when you’re ready. And we won’t stop working with you until you master this all-important collateral copywriting element.
Then, it’s on to the next module…
Badges Module #2:
Editorial and Content Writing
Editorial and content writing is one the fastest-growing areas of demand in the copywriting world.
It started when companies like Facebook, Twitter, LinkedIn, Google, and many ad networks prohibited ads within their platform linking to a blatant advertisement.
The reason was simple.
Once people realized that clicking on an ad would lead to an obvious ad, fewer people would click and their ads wouldn’t be as valuable.
That’s why the most trusted and widely viewed advertising platforms on the Internet require that all ads lead to useful “content” — something that offers their readers information of value…
Like something newsworthy… a solution to a problem… a story of interest.
As it turns out — they were right!
People would much rather read stories of substance rather than something they know is an advertisement.
More and more, content has become the preferred method of “first contact” with new potential customers.
Because an effective news item offers useful information — readers trust you more… and are more likely to engage with you when they’re finally invited to click to a landing page or an actual sales promotion.
The bottom line is this:
You can’t be a copywriter today without knowing how to write an effective news item or “content piece.”
Because of that — as well as the massive demand for “A-level” content among marketers — writing highly effective “News and Content Items” is the second of our Badges sessions.
You’ll learn:
- The differences between “editorial,” “content,” and “advertorial” writing — plus where (and how) to use each format
- How to write a news piece that “gently persuades”
- The “secret” structure of highly effective content pieces
- The “one problem, one solution” method when it comes to content writing
- How content headlines differ from sales letter headlines
- The power of “real-life examples” — where to find them and how to use them
- The number one secret that will differentiate your content copy from all others
- How to make your reader first and foremost in every content piece you write
- How to connect and gain trust from your reader in your first three paragraphs
- How to use “today’s news” to supercharge your content
- Seven questions you need to ask every client before you write
- How to research your news article
- The “five elements” every successful news item has
- And much more
Again, you’ll learn by doing.
After studying the techniques, you’ll write a piece of news-style content based on an AWAI resource and submit it to our experts.
Once your news item meets our Academic Advisory Board’s high standards — and you pass our content knowledge test — we’ll award you your Badge…
And you’ll have another marketing piece you can add to your Advanced Member Profile Page portfolio.
Then, on to the next module…
Badges Module #3:
“A-Level” Email Copywriting
For some clients, you’ll spend more time writing sales emails as a copywriter than anything else.
You’ll write “lift” note emails — short one-to-two page personal messages to your list encouraging them to open and read your sales letter — sometimes called “prep for sales” emails.
You’ll write “Welcome” or “stick” emails that reaffirm your new customer’s decision to buy… and keeps them engaged and excited about what’s coming, so they’re not tempted to experience buyer’s remorse and ask for a refund.
You’ll write emails that link to other products related to the one they just bought…
There are “upsell” and “downsell” emails…
In some instances, and for certain types of offers, an email is the sales letter — a direct sale email which clicks through to a landing page or an order form.
You’ll even write “clicker” emails — autoresponder emails that are sent to people who read your sales letter but didn’t buy, offering them a “second chance” to lock in their purchase.
Bottom line: If you’re going to be a copywriter, you’re going to have to master the art of writing short, concise, and high personal email messages.
That’ll be our entire focus in the email module of our Badges program.
You’ll learn:
- How to write an email that’s ultra-personal
- How “The Power of One” applies to email marketing especially
- How to write subject lines that break through the email clutter and get your email read
- Who your email should be “from”
- The “sweet spot” for emails in terms of length and word count
- The best kind of visuals and graphics to use in your emails
- The art of the tease — why you don’t want to give away too much in any sales email
- Everything you need to know about open rates, read rates, and click-through rates
- Who your lift notes, welcome letters, sales lifts, etc., should come from
- How to instantly connect with your reader in the very first sentence
- And much more
You’ll write and submit four email types: a stand-alone sales email, an email that links to a sales letter, a welcome letter, and a customer engagement email.
Pass the test and the written assignments and your AWAI Verified™ Email Badge will be awarded and posted to your Advanced Member Profile Page.
Remember…
Marketers are constantly re-running sales promotions where the original copywriter has moved on to other projects, so there’s constant demand for new “prep for sale” emails that can inject new excitement into previously marketed campaigns.
Toss in all the demand for welcome emails, upsell emails, “clicker,” and other crucial engagement emails — and the need for great email writers is virtually endless.
But that’s not all. Next up is…
Badges Module #4
Lead-Gen Pages
New leads are the lifeblood for any direct marketer.
Just consider…
If you have 100,000 free names and your marketing is proven to convert 2% of them to a sale, that’s 2,000 buyers.
Boost the number of leads to 300,000 names through lead generation — that’s the potential for 6,000 buyers.
500,000 new names… 10,000 buyers.
You get the picture…
You’ve just quintupled the size of your client’s business!
That’s why if you can become a “master” in the lead generation space, you can practically write your ticket as a copywriter.
So, what is a lead generator?
Simply put, it’s a single “page” where prospects land — and in exchange for their email address, they typically get something of great value to them… absolutely free!
Think you can write and design a landing page where your primary job is to give away free stuff? Most copywriters miss the fundamentals of what works… but YOU WON’T!
We’re going to make sure of it in Badges Module #4 — Creating and Designing Effective Lead Generation Pages.
We’ll show you:
- How to match the “give-away” to your prospect’s needs
- How to maximize your client’s credibility
- The role graphics and images play… and when it’s “too many”
- The unique role of the lead-gen Headline
- How much copy?
- How to “lay out” your lead-generation page
- How much information you should ask for in the “opt-in” form
- Why it’s important to know “how” people got to your lead-gen page
- And much more
Again — you’re going to learn the principles of a great lead-generation landing page and you’ll have a lot of fun creating one for one of AWAI’s most popular resources.
Pass the test, submit your assignment — and you’ve got yourself another Badge… and a lead-generation sample page you can proudly display on your Advanced Member Profile Page.
Badges Module #5
Sales Funnel Copy
Marketers have two goals:
To get prospects to buy… and then get buyers to buy more.
But at the same time, you want to give them a good experience to ensure they get the solutions they need… when they need them.
That’s where something called the “Sales Funnel” comes in.
It’s a delicate “dance” between engaging your customer or prospect with great, useful information… and moving him to the next action or sale.
Mastering part of this customer conversation is just one more way you can bring added value to any client, and further increase your own copywriting fees and potential royalties at the same time.
And believe me… once you’re AWAI Verified™ as a “Funnel Copywriter,” you’ll be one of the few writers out there who truly understand just how powerful this skill is when it comes to generating more and bigger sales.
You’ll learn:
- How to “construct” a simple funnel that can take your reader from getting something for free… to multiple purchases in five simple emails
- The six “actions” funnel copy (also known as “autoresponders”) gets readers to take
- How autoresponder emails are different from regular sales emails (and how they are similar)
- The singular secret to a successful funnel or “gauntlet” email series
- 13 client questions that will tell you everything you need to know to write your first funnel series
- 4 things you should do before you sit down to write
- The six-email sequence for a “can’t fail” funnel series
- Tips for writing emails your readers can’t wait to read
- And much, much more
To help you master funnel and autoresponder sales copy, we’ve lined up a challenging four-email funnel series that you’ll write for Barefoot Writer.
And I want to make sure you understand…
My marketing team and I will be looking very closely at all the copy coming in from these learning modules.
And if anything catches our eye, whether it’s new ideas or particularly strong copy — you can expect to hear from us…
We could either pay to use the copy you’ve submitted — or hire you to potentially write one of the dozens of funnel series we need written.
But it all starts with racking up those Badges.
So, once you’ve landed Badge #5 with funnel copy… it’s on to Badge #6…
Badges Module #6
Video Scripts
One of the most powerful ways to generate interest in your client’s products is through creative use of visually powerful, two-to-three minute videos.
They’re great for demonstrating how a product works… showcasing user testimonials… building your client’s brand… or offering useful tips and information related to your product’s benefits.
What’s more, these short videos are highly versatile. Use them on client websites, YouTube, Facebook, landing pages — even in your email marketing.
Video is exploding. And a video’s ability to immediately engage potential clients and create a positive impression of your client, the company, and the products offered makes it a powerful marketing opportunity in today’s Internet world.
In our Video Script Writer Badges module, you’ll learn:
- The five most popular marketing video formats
- When, where, and how videos are used — and how to connect them to a bigger marketing strategy
- Techniques for “shaping the message” — and the “secret structure” virtually every successful video follows
- How to replace words with visuals that are 100 times more powerful
- The most common myths about video and five biggest mistakes copywriters new to video make
- How to position your product as the solution
- Why every video needs to tell a great story — and how to tell it
- What every successful marketing video MUST end with
- The “team approach to success” — learn who else is involved in video teams for most clients and how to work with them in smooth, effective ways
- And much, much more
And what’s great about mastering video scripts for you — besides the $125 to $150 per “script minute” you can be paid to write them — is…
You get to use your creativity in a new way…
You get to play “director.”
In addition to having total control over the script, you get to define the visuals and construct the video’s imagery so that it’s fun and memorable.
Then, once you’ve locked up your Video Scriptwriting Badge, it’s on to Badge #7…
Badges Module #7
Search Engine Optimization (SEO)
The numbers are staggering…
93% of online experiences begin with an online search…
81% of people perform an online search before purchasing something…
And 75% of people never scroll past the first page of search engine results.
That’s why there’s a massive demand for copywriters with the ability to write web content and content-marketing copy that gets your client organic (a fancy word for “free”) Page One search results on search engines like Google, Yahoo, Bing, and other search engines.
As a copywriter, this is one of the most valuable services you can offer a client.
Most clients, frankly, are baffled and frustrated by the rules, strategies, and technical aspects of effective Search Engine Optimization.
But you won’t be. That’s because you’ll know it’s all about “content” — and knowing what keywords and keyphrases to use in websites, content, and video tags — and exactly where to weave them into your sales copy.
It’s all covered in Badges Module #7:
- You’ll master the 6 key principles of professional SEO guidelines
- You’ll learn the surefire techniques for identifying the keywords and keyphrases that drive search results on Google
- You’ll see dozens of examples of successful SEO pages — and learn exactly why they work
- You’ll be able to work from successful SEO templates to create powerful pages and articles of your own
- You’ll discover the secret to using Google’s “people also ask” and related searches — to write amazing “Google-love” content
- You’ll know exactly where to place keywords in websites, blog posts, and articles
- You’ll know the questions to ask your client to make sure you have all the information needed for total optimization
- You’ll discover online tools that help you find ideal keywords
- You’ll learn how to write “tags” — the copy Google and all the other search engines need to favor and display your pages in search results
- And much, much more
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