Unlock the Closely Guarded
Secrets of the World’s
Best Copywriters!
Video Presentations, Interviews, Discussions, Essays,
and More from 60 A-Level Experts
and Copywriting Legends…
Grow Your Confidence… and Put You on the
Fast Track to Copywriting Mastery!
Copywriter and Co-Founder,
American Writers & Artists Institute
Hello there,
AWAI Co-Founder
Paul Hollingshead here…
I’m a working copywriter and — along with my good friends and colleagues, Mark Ford and Katie Yeakle — one of the co-founders of AWAI.
And today, I want to share with you something I’ve been benefiting from for almost my entire 30 years as a writer…
Something that continues to have a profound impact on my writing — and my continued growth as a writer — even to this day…
And something you can get instant access to right now.
Allow me to explain…
Since AWAI welcomed its first class of future copywriters in 1997…
We’ve been capturing and conserving every important lesson, article, essay, speech, class, and interview we have ever shared with our students.
Because of this…
We have built the world’s largest collection of copywriting knowledge and advice…
Including thousands of master-level essays… hundreds of hours of video and audiotapes… all delivering thousands of insights from the world’s most accomplished and revered copywriters.
But this collection isn’t just about quantity…
It’s about quality and relevance…
And features wisdom from the world’s best copywriters, who have collectively driven billions of dollars in direct-response sales.
I’m talking about true legends of our industry:
Millionaires and million-dollar copywriters like Bill Bonner, Clayton Makepeace, Mark Ford, Jay Abraham, Arthur Johnson, Mike Palmer, Drayton Bird, Dan Kennedy, Mike Ward, Carline Anglade-Cole, Bob Bly, Brian Kurtz, Parris Lampropoulos, Ben Settle, David Deutsch, Jedd Canty, Richard Armstrong, Yanik Silver… just to name a few…
And by virtue of their generosity, these legends have made it possible for future generations — like you — to enjoy even greater opportunity and financial success by applying these master-level secrets in today’s digital era.
We have kept these treasures locked up in a vault…
A literal vault in the earlier days — and since 2010, a digital vault — because we knew this was copywriting gold and that it should be preserved and protected for some future use…
And we’re continuing to grow it to this day with new master-level lessons added regularly — curated from the best expert interviews and presentations on such timely topics as AI and the future of digital-based copywriting.
As a co-founder of AWAI, I’ve certainly had access to these insights over the years — and I’m grateful for that because of the profound impact they’ve had on my writing career…
But with so much content at my disposal, it always required some digging to find what I was looking for.
And while we knew this was something YOU needed to see as well, we also wanted to be sure we got these insights into your hands in a way that would be most beneficial for you.
So, we asked ourselves: What is the best way to optimize all of this knowledge?
How can we organize it and offer it in such a way that it creates a new and impactful learning experience for our members — something different from, but also complementary to, all the other programs we have developed over the years?
I’m here with the answer.
And what we’ve created for you is quite simply…
One of the most powerful resources available for anyone aiming to join the ranks of “Master Copywriter.”
A resource I believe is a must-have for any serious copywriter…
And one that I still tap into almost every day to remind me of the very insights, strategies, and proven techniques that have made the world’s best copywriters millionaires — and can do the same for you.
Introducing:
The Masters Vault: Billion-Dollar Secrets from the Legends of Copywriting…
60 Master Copywriters…
127 Strategically Curated Master-Level Insights…
Over 6,000 Minutes (100 hours!) of High-Octane Video Interviews, Presentations, and Discussions…
30+ Life-Altering Essays…
(And Growing All the Time!)
To give you some perspective…
When Master Copywriter, author, and AWAI co-founder Mark Ford looked at everything we had and grasped the scope of these secrets, he summed it up in a perfect way…
“Better,” of course, in the sense that no show on Netflix has the power to make you a better writer, transform your career, and put more money in your pocket the way these “vaulted” secrets can.
Because in our world, knowledge is everything.
In fact, aside from a working computer and a quiet space to write, knowledge is all you need to enjoy unlimited success!
Drayton Bird — one of my favorite copywriting legends and one of the experts who’s contributed to The Masters Vault — summed it up beautifully.
He said, if you were to ask copywriting legends — the people who’ve made millions of dollars from their own copy and even more for their clients…
“What’s the secret to your success?”…
How would they answer?
Would they say it’s pure talent? That they had more determination? Greater experience? They got to know the right people? They were lucky?
All play a role… but, as Drayton says, there’s one thing above everything else:
They know more…
They study all the time…
They study the people who shaped this industry…
They study each other…
And they don’t stop.
This is the concept behind The Masters Vault: Billion-Dollar Secrets from the Legends of Copywriting.
Over a quarter-century in the making, it puts all the best masters secrets in one place… so you can study them… access them when you need them… and reach for them when you need inspiration.
We’ve curated and organized everything for you — all the high-level techniques, secrets, and insights that all A-level copywriters know.
Imagine knowing how Mike Palmer and his team find million-dollar Big Ideas for their promotions…
How a millionaire copywriter like Jedd Canty prepares to write one of his blockbuster sales letters…
The many ways top writers — like Patrick Bove and David Deutsch — load their ads and promotions with undeniable proof and credibility…
Techniques Henry Bingaman uses to get to know his prospect/reader better and deeper than any other copywriter…
The “secret formula” the late, great Clayton Makepeace used to write hundreds of captivating, million-dollar headlines throughout his career — headlines people simply could not resist…
How Master Copywriters like John Forde or Jen Stevens write story-driven leads so compelling that readers don’t even know they’re being sold…
Or all the things Mark Ford and Bill Bonner learned about the architecture and structure of successful sales copy that helped grow The Agora from a publishing firm with a few million dollars in annual revenues to over a billion dollars at its peak…
All of this — and much more — is in The Masters Vault.
If you’re a working writer, you’ll want it open on your computer every time you sit down to write — so you can reach for these insights when you’re stuck for ideas or want the kind of divine inspiration all writers need.
If you’re new to copywriting, I promise — you’ll have so much success, so much faster, when you commit to soaking in one insight each day… and once you’ve learned them all — learn them again, and again, and again!
As Drayton reminds us — knowledge is the leverage the best copywriters have over all others.
Let me give you a small taste:
One of the basic ideas you learn when you come to AWAI to study copywriting is the differentiation between features and benefits — and that, as a writer, you always want to be stressing benefits over features.
But, what you may not know is that there is another, deeper kind of benefit, that ordinary copywriters (even some of the best ones) don’t understand or know how to use.
Mark Ford calls these benefits transformative benefits, because they come with an implicit promise that is much deeper than getting a raise or learning a second language or curing an ailment.
Says Mark:
“It’s not easy to discover a transformative benefit. Nor is it obvious how to name it. But if you understand how it’s done (and I can teach you that), then you will…
“In fact, I first used this secret 25 years ago to write one of the strongest direct response sales letters of all time that created a product that has since produced more than a billion dollars’ worth of revenue for the publisher. And I’ve been using and teaching it ever since.”
This master “secret” is revealed in one of Mark’s many contributions to The Masters Vault…
And it’s even bigger and more powerful than Mark’s letting on here.
When I learned it, it had a massive impact on not just my writing…
But also my perception of what a copywriter can achieve through the written word!
For example…
Have you ever seen ads, sales letters, or even web copy where you know right away you’re reading an advertisement for something?
Most — I’d say 99% of all ads you read — fall under this category.
These are cases where copywriters — or perhaps AI programs — used ordinary secrets and the standard rules of ad writing.
But every so often, you’ll see an ad that doesn’t feel like a sales message at all… and you’re captivated!
Do you know what I’m talking about?
You automatically feel a deep connection.
It feels like you’re reading a letter from a friend who has your best interests at heart and really wants to help you solve a problem… get more out of life… be more confident — whatever the product is intended to do for you.
You find yourself nodding your head in agreement as you read along…
Excited by the prospect of what the product can do for you.
You’re not the least bit skeptical, because you’ve been given ample proof. Not only are you excited to buy, but… you can’t wait to get the product in your hands!
Do you see the difference?
Now, it’s quite possible you’ve never been “captured” by an ad like that.
As I said, they’re few and far between.
But that’s the kind of ad, sales letter, and web copy you can find yourself writing, when you know and use secrets like Mark’s transformative benefits and other elite-level techniques in your copy.
The Masters Vault Addresses Both the Seen AND the Unseen Challenges of Great Copywriting…
As any copywriter knows, mastering the rules and structure of great copy is essential…
But what truly sets the Master Copywriters apart from ordinary copywriters is something deeper — an almost instinctual understanding of how to sell, connect, and resonate on a level that goes beyond words.
These are the secrets that lie beneath the surface… nuances that can’t be taught in a textbook but are crucial to mastering the art of persuasion.
Take the concept of The Big Idea — that one “controlling theme” that connects with your reader’s wants and needs… meets them where they are… and feels new, fresh, and exciting.
It’s one of the most important aspects of any successful sales letter or campaign…
Yet finding that unique Big Idea is what new writers tell us they struggle with most.
You won’t — with your access to The Masters Vault.
It’s such an important aspect of writing that we made sure you have access to as many presentations on the Big Idea as possible…
And they come from copywriters who have a deep understanding of this crucial principle and who have sold billions of dollars over the years: Mark Ford, Jedd Canty, Clayton Makepeace, Carline Anglade-Cole, John Forde, Henry Bingaman, and others.
And that really gets to the heart of what makes The Masters Vault so unique. You’re not just hearing what works for one expert — but all the greats, past and present.
For instance, there’s a Big Idea presentation from Mike Palmer, Patrick Bove, and Justin Gershwin — three writers who have combined made literally billions of dollars in sales — every copywriter needs to hear.
It’s about how to take a “simple and mundane” idea and turn it into something extraordinary by selecting from a simple checklist that writers at Stansberry & Associates use and they share in their presentations.
“The Rule of One”
You’ll learn powerful tricks for transforming simple ideas, like the “After Effect” method, where you imagine the “greater world impact” the product or service you’re selling can have… Patrick’s highly successful “Zoom In, Zoom Out” strategies… Mike’s “Mutant Turtle” technique and more.
Then there’s Henry Bingaman’s presentation, where he revealed his method for generating compelling ideas and the “8 Questions” he poses for finding them.
I’ve always been a huge admirer of Henry’s copy.
And even though we worked for the same client at one time, I’d never known or heard his “process” until watching this extraordinary presentation from The Masters Vault.
Now I know exactly how he was able to rattle off one eight-figure (yup, $10 million and higher!) promotion after another… by consistently generating ideas that captivate readers by implying far-greater benefits than could ever be expressed directly.
Including this one:
And this one:
And this one:
I promise you, as a new writer — Henry’s presentation alone will cut years off your path to mastery as a copywriter… no matter what kind of copy you’re writing, whether financial, health, self-improvement, even nonprofit, content, website copy, business-to-business (B2B), or anything else.
And this is just a small taste… on ONE aspect of copywriting!
The Masters Vault also delves into other advanced techniques that set great copywriters apart…
Techniques that even an experienced copywriter like me benefits from hearing one more time…
Like John Forde’s secrets to writing compelling, story-driven leads…
Or Carline Anglade-Cole’s proven methods for seamlessly injecting undeniable proof into every claim you make…
Or the great David Deutsch’s strategies for crafting irresistible headlines that grab your reader’s attention and never let go…
Fact is, I could have you reading for hours on end about all the insights I discovered in my 100+ hours of viewing and reading while researching for this invitation…
And we’ve added even more sessions since then — including not-to-be-missed presentations from A-listers Guillermo Rubio, Nick Usborne, Russ Henneberry, Sandy Franks, and one of the “shooting stars” of modern-day copywriting, Michael Ford, son of copywriting legend and AWAI co-founder Mark Ford.
But I know you’ll want to know how to get these secrets in your hands much faster than that…
So, let me take you as quickly as I possibly can through some of the highlights, starting with how we’ve organized this historical collection.
Insights That Will Transform You as a Writer and Marketer — and Set You Apart in Our Industry
We’ve structured The Masters Vault so it mimics the journey a new copywriter takes.
It begins with the mindset of A-level copywriters… and moves quickly to the secrets you’ll use every day to elevate your copy… all the way to the “next-level” secrets that will take your skills to an even higher level.
That way, if you want to use The Masters Vault as a very high-level learning program — you simply move through the secrets in succession.
If you want specific insights from the Masters on, say, the Big Idea, or writing control-busting headlines, or masterful leads, or Masters secrets on offers, and so on — you just scroll to the appropriate module.
Starting with…
Masters Vault Module 1 Thinking Like a Master Copywriter
It’s a common misconception that you need great writing talent to be a successful copywriter. Truth is, it’s less about “the words” and more about mindset and a willingness to learn the formulas and techniques proven to work.
In this ideal opening series of lessons we call “Thinking Like a Master Copywriter,” you’ll discover…
- the four-step formula Master Copywriter Mike Palmer swears by — the same one he’s used to train dozens of million-dollar copywriters at Stansberry Research. (Hint: It’s not about talent but about a simple strategy anyone can follow!)
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the “Jerry Rice” secret that will help you laser-focus on the three most important skills every great copywriter needs — before you write a single word.
Brian Kurtz on the “Seven Traits of A-Level Copywriters” - Einstein’s No. 1 “practice” technique that every copywriter should mimic. This method not only sharpens your skills but also gives you a plug-and-play copy template ready to fill with your own words.
- the ultimate copy analysis technique created by Stansberry Research’s copy team. This method allows you to instantly decode winning copy and understand why it works — so you can replicate its success.
- a million-dollar copywriting blueprint: Download and print the exact line-by-line copy architecture followed by the world’s top copywriters who earn upward of $1 million a year.
- the seven traits of A-level copywriters that Brian Kurtz, the marketing mastermind behind Boardroom, has identified in the industry’s greatest — including legends like Gene Schwartz and Gary Bencivenga.
- and much more…
Masters Vault Module 2 Understanding the Marketing Mindset of a Master Copywriter and an Advanced Look at How Direct Marketing Works
To be a strong writer, you need to understand marketing and how copy fits into your client’s marketing goals and campaigns…
In this crucial module, you’ll learn…
- the “four horsemen” of marketing secrets — foundational principles from the legendary Richard Viguerie, the inventor of grassroots political direct-mail marketing, that you must follow if you want to excel in the nonprofit space.
- 41 “million-dollar marketing” lessons that legend Clayton Makepeace learned and relearned late in his career by joining a mastermind, including one simple technique that’s guaranteed to boost your lifetime earnings as a copywriter by $1 million or more.
- the fastest way for a new writer to build a six-figure copywriting business — without writing a single page of a sales letter.
- what Master Copywriters know about marketing and how to “prep” your reader so they feel “understood” and ready to buy before they even see your sales promotion. (This insight comes from Rich Schefren, whom Clayton Makepeace called “the guru gurus go to” when they need help.)
- “Aristotle’s triad” method of copywriting — how to write in a way that connects with your reader’s logos (logic), ethos (credibility), and pathos (emotion) to create powerful, persuasive copy.
- and much more…
Masters Vault Module 3 The Big Idea and The Rule of One
The Big Idea is often the difference between a promotion that works and one that doesn’t. Along with The Rule of One, the Big Idea is a powerful concept that resonates with your reader on a deep emotional level.
In this module, you’ll discover…
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a billion-dollar secret formula for generating winning Big Ideas that connect deeply with your audience, a technique proven by Mark Ford.
Mike Palmer on becoming an “idea machine” - proven strategies for consistently finding Big Ideas that break through the noise, based on the techniques that have made copywriters Jedd Canty and Clayton Makepeace millions.
- proven methods for making your Big Idea irresistible — ensuring it’s both compelling and backed by undeniable proof — shared by Carline Anglade-Cole.
- the “After Effect” technique to envision the greater impact of your product or service, transforming simple ideas into extraordinary ones, a concept developed by Mike Palmer.
- Patrick Bove’s “Zoom In, Zoom Out” strategy for exploring different angles of your Big Idea, ensuring it’s broad enough to appeal widely and specific enough to feel personal.
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the “Mutant Turtle” approach for taking mundane ideas and turning them into fresh, exciting, and highly effective concepts, another innovation from Mike Palmer.
Guillermo Rubio on using AI to elevate and speed up your writing - “8 Questions” designed to uncover compelling ideas that resonate deeply with your audience, a process honed by Henry Bingaman.
- Just Added — elite copywriter Guillermo Rubio’s amazing talk on unleashing the power of AI to help you find hidden Big Ideas that drive your copy.
- and much more…
Masters Vault Module 4 Getting to Know Your Prospects at the Very Deepest Level
Average copywriters pay little mind to it…
But Master Copywriters know that understanding your prospect’s core wishes, desires, interests, fears, and so on raises the level of “connection” and “trust” you have with your readers. And everyone knows — people are more likely to buy when trust and connection levels are highest.
That’s why we’ve dedicated an entire module to the Masters’ secrets for this, called “Getting to Know Your Prospects at the Very Deepest Level.”
In this module, you’ll discover…
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the powerful lesson on building a 3D image of your prospect that will give you an edge 99 out of 100 copywriters will never have, in the not-to-be-missed essay by Mark Ford.
Jay Abraham on getting deep inside the mind of your reader - the “5 Factor Personality Test” method to ensure your Big Idea and tone perfectly match any audience, from $2 billion copywriter Henry Bingaman.
- a breakthrough approach to discovering what people really want and using their own words in your copy, through the proprietary “ASK Method” developed by master marketer Ryan Levesque.
- the eight-step “Value Journey” framework that predictably turns strangers into customers and raving fans, as revealed by DigitalMarketer Founder and CEO Ryan Deiss.
- how to recognize the story that’s already in your reader’s mind and write to give it a happy ending, a one-minute insight from Master Copywriter David Deutsch.
- the “4 Steps to Mastery” framework that includes a key piece of advice on always being close to what your readers are thinking, from the combined wisdom of Mark Ford and John Forde.
- and much more…
Masters Vault Module 5 “Must-Know” Copywriting Formulas That Have Stood the Test of Time
It should go without saying, but mastering the fundamentals is what sets great copywriters apart from the rest.
In this module — which every copywriter should review at least once every year — you’ll discover…
- the simple yet powerful “Four-Legged Stool” formula — four essential components that every ad, sales promotion, and content piece needs for a solid foundation. Originally created by Mark Ford for the financial newsletter industry, this formula is adaptable to any copy project, with insights from Master Copywriters Bob Bly and Will Newman, plus a bonus essay from Mark Ford.
- 11 proven ways to inject credibility into any sales piece, banishing sales resistance and boosting conversion rates. This wisdom comes from Sandy Franks’ 30 years of experience as an Agora marketer, publisher, and copy chief.
- a deep dive into the secrets of legendary copywriters like David Ogilvy, Gene Schwartz, and Gary Halbert, where you’ll uncover the pure gold that drives success in every piece of copy you write.
- how to create “Fascinating Fascinations,” the secret weapon of the world’s greatest copywriters. This presentation by David Deutsch will teach you how to craft copy elements that captivate and hold your reader’s attention.
- the Four U’s™ formula — a crucial template to ensure your headlines and bullets are irresistible, developed by Mark Ford as a measuring stick for crafting compelling copy.
- and much more…
Masters Vault Module 6“Copy Layers” That Transcend Your Sales Letter
Great copy passes the “bar stool test” — it reads like a conversation you might have with a friend over a drink at the bar. But there are some master’s “tricks” for making this happen…
And Module 6 is all about injecting the right tone, energy, and pacing into your copy at a masters level, so your readers NEVER lose interest.
In this module, you’ll learn…
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the powerful secret of “indirection” — a technique that transforms your copy into something that feels new, different, and non-salesy, shared by Bill Bonner in a revealing talk with Sandy Franks.
Bill Bonner reveals the “Secret of Indirection” - the “secret of transparency,” where the best ads sell before revealing the product. This concept is explored in a new video from David Deutsch alongside a classic essay by Mark Ford, the first to introduce this concept to modern copywriters.
- how to avoid having your copy dismissed as “seen before,” using the categorical imperative — a psychological phenomenon explained by Bill Bonner that ensures your copy captures attention instead of being ignored.
- a fresh approach to presenting your client’s solutions, focusing on authenticity, honesty, and vulnerability to make a real impact in today’s market, taught by Yanik Silver, a strategic partner with entrepreneurs like Sir Richard Branson.
- three different “copy layers” to maximize your results, revealed by Carline Anglade-Cole. These layers can transform your sales letters and deliver massive results for your clients while boosting your earnings.
- 20 masters secrets “stolen” from Eugene Schwartz revealed by Master Copywriter Mark Everett Johnson as he walks through his famous Mayo Clinic package that’s been a control since 1995.
- and much more…
Masters Vault Module 7 Mastering Emotion in Your Copy — The No. 1 Reason People Buy
Rule No. 1 of selling is that desire is emotional — and only the decision to buy is supported by rational reasons.
This crucial module is all about making your copy stand head and shoulders above the rest by meeting your reader on a much deeper level than ordinary copy does.
You’ll learn…
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how to inject curiosity and anticipation into your copy, two of the most powerful elements for keeping readers engaged, taught by writer and movie producer Andrew Davis in his “curiosity gap” presentation.
Andrew Davis on creating “curiosity and wonder” in your copy - a step-by-step method to tap into your reader’s core buying emotion, ensuring your copy is laser-focused on their deepest desires, as outlined by Mark Ford.
- how to go beyond surface emotions like fear and greed to appeal to deeper, more powerful emotions that attract loyal customers, a concept explored by Mark Ford.
- the subtle art of persuasion and how to use it to get anything you want in life, both in writing and beyond, from an insightful talk by Mark Ford and Will Newman.
- Clayton Makepeace’s “dimensionalization” technique for multiplying and amplifying benefits, showing all the different ways your product can help your reader, making those benefits as significant as possible.
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a master’s breakdown of one of the most successful financial promos of all time, “The Plague of the Black Debt,” by Parris Lampropoulos, covering everything from the headline to the powerful close.
Parris Lampropoulos breaks down the classic “Plague of the Black Debt” - email legend Ben Settle’s secret for writing emails that people look forward to reading every day.
- Mark Ford’s powerful essay on creating intimacy with your reader.
- Just Added — digital copywriting pioneer Nick Usborne’s powerful talk about tapping into your own emotional intelligence to power up your copywriting.
- and much more…
Masters Vault Module 8 Control-Busting Headline Secrets from the Masters
Nobody knows better than the Masters just how crucial a captivating headline is to any piece of copy, whether it’s a full-length sales letter or a one-page content piece. It’s an art in itself…
And only in this module will you find dozens of insights from Master Copywriters who have written some of the most well-known and memorable headlines of all time.
You’ll discover…
- Clayton Makepeace’s super-simple headline formula that helped him become one of the highest-paid copywriters year after year, plus 40 headline idea “starters” that may just be worth the price of The Masters Vault alone!
- the science behind writing great headlines that any writer can follow, revealed by Mark Ford in his industry-altering essay, “Headline Secrets: Tricks Masters Use to Make Millions.”
- legend Herschell Gordon Lewis’ “clarity commandment,” a set of super-specific do’s and don’ts for headline words, including deadly words that most copywriters use but have been 100% proven to derail response.
- secrets for developing million-dollar themes and headlines from Jedd Canty and Henry Bingaman, a team that has created more seven- and eight-figure promotions than just about anyone in copywriting.
- and much more…
Masters Vault Module 9 Writing Masterful Leads
The lead is one of the most crucial aspects of any sales piece. While the headline grabs attention, it’s the first few lines of your copy where the reader decides if they’ll keep reading — and every sentence needs to move the reader forward.
In this crucial module, you’ll learn how Master Copywriters create relationships built on trust and respect from the very first word they write, including…
- “Aristotle’s story arc” secret to writing leads that captivate your reader and make them say, “This is for me,” brought to life by Mark Ford and John Forde, authors of the seminal book Great Leads.
- an 11-point checklist from a Master Copywriter that ensures your ad’s lead hits all the critical points it needs to succeed.
- the six lead types that work consistently well — invitation, promise, problem-solution, secret, declaration, and story — and the key attributes every copywriter needs to know about each one.
- a lesson on the most important lead type for new copywriters to master, packed with examples from John Forde, and why mastering this lead format will help you rule the copywriting world.
- Just Added — master marketer and copy-chiefing legend Sandy Franks’ simple 12-point framework for weaving the power of storytelling into your copy projects.
- and much more…
Masters Vault Module 10 The Masters’ Best-Kept Secrets About Body Copy (aka Your Sales Argument)
Consider this your “front row seat” to how Master Copywriters like Kennedy, Nicholas, Makepeace, Deutsch, Bly, and others write body copy — also known as “proof” copy — that packs your promotions with amazing credibility and overcomes any and all objections, questions, and doubts your reader may have.
In this module, you’ll learn…
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Dan Kennedy’s strategies for writing copy that amazes clients, beats controls, creates authorities, and consistently generates sales breakthroughs — including his techniques for “raising old copy from the dead” and using “intentional, internal redundancy.”
Dan Kennedy reveals his “No B.S.” rules to copywriting success - Ted Nicholas’ top secrets for headlines, leads, body copy, and offers that helped him generate over $7.9 billion in sales, revealed in an exclusive presentation.
- a breakdown of one of Gary Hennerberg’s most successful promotions, where he explains exactly why it worked so you can replicate the process in your own copy.
- Clayton Makepeace’s step-by-step walk-through of a sensational sales promotion, highlighting the building blocks that made it successful and how you can apply them to your body copy.
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David Deutsch’s “Magic Copywriting Square” — a powerful tool for evaluating and strengthening your copy, ensuring your promise is both strong and believable.
Patrick Bove on how to inject undeniable credibility into your copy - the “5 Pillars of Truth” for making your copy truthful and believable, shared by Patrick Bove, who explains why the best copywriters are also the best researchers.
- and much more…
Masters Vault Module 11 “Sealing the Deal” — Masters-Level Secrets on Closes and Offers
The “call to action” is another of the crucial aspects of any promotional piece — and one that average writers tend to gloss over.
In this module, you’ll learn how Master Copywriters get prospects to ACT, a skill that will not only make you a far better copywriter but could add millions of dollars to your sale totals as well.
You’ll discover…
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the four main types of offers and how they operate on the “hard offer” and “soft offer” spectrum, explained by Bob Bly. He’ll also cover the role of a “bait piece” in the marketing cycle and share winning examples of offers that drive sales.
Bob Bly on how to create “irresistible offers” - multiple master-level perspectives on offers and closes, including essays and video presentations from Mark Ford (“The Fourth P: Mastering the ‘Push’”), John Forde (“The ‘Ben Franklin’ and Other Master Secrets for Closing a Pitch”), Sandy Franks (“The Power of the Offer”), Jen Stevens (“Offers and Closes That Open Wallets”), and more.
- the “eight things” every sales promotion’s close must do, according to one of the greatest sales letter closers in the business, Clayton Makepeace.
- Just Added — how to ramp up your value as a copywriter AND create better offers for your clients using digital marketing pro Russ Henneberry’s “Value Pyramid.”
- and much more…
Masters Vault Module 12 How A-List Writers Strengthen Their Promotions
There’s a saying among writers, “Your 17th version is always better than your first.”
Fortunately, Master Copywriters have found a faster way! In this module, you’ll learn the exact “elite-level review and editing processes” they use, including…
- the most powerful and productive three hours you’ll ever spend on any sales letter, revealed by Mark Ford, ensuring every word counts.
- the “CUBA” editing process used by Mike Palmer’s team of copywriters to keep readers engaged from beginning to end.
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secrets to injecting a winning tone, style, and voice into your copy, shared in an intimate conversation with Bob Bly, Arthur Johnson, and Mark Ford.
Mike Ward reveals his 22 steps to creating stronger copy - Mike Ward’s 22 steps to stronger copy, including insights that challenge conventional wisdom and helped grow Money Map Press from zero to over $300 million in annual revenues.
- the 17 “most costly blunders” that all copywriters make — even experienced ones — and how to avoid each one.
- and much more…
Masters Vault Module 13 Next-Level Copy and Career Advice from A-List Legends
We’ve all asked ourselves at some point: Given the opportunity, what would I do differently in life knowing what I know today?
Well, Module 13 is all about the Masters making sure you don’t make the time- and money-sapping mistakes they made by offering the kind of bar-raising career guidance and insights you won’t find anywhere else in the industry.
In this module, you’ll learn…
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Richard Armstrong’s “10 Top Secrets” he wishes he had known before becoming a freelance copywriter — wisdom from the A-lister who made so much money from one sales letter that he took an entire year off to write a novel.
Richard Armstrong shares his “top 10 secrets" for succeeding as a new writer - Drayton Bird’s timeless insights into what he’d want to know if he were starting out in advertising today, from the copywriter praised by David Ogilvy and Gary Bencivenga.
- Don Hauptman’s 30 years of copywriting wisdom, distilled into a seminal talk that will help you become more successful, from the legend behind the classic “Speak French Like a Diplomat” ads.
- Brian Tracy’s famous “Chart of Life” talk on what it takes to become a millionaire in any industry — a master motivator’s guide to getting out of any “funk” and writing at a high level.
- Scott Stratten’s mind-blowing presentation on transforming your career by stopping the “selling” and starting to engage and build connections with your readers.
Drayton Bird on what he’d want to know if he were starting as a writer today - Guillermo Rubio’s guide to becoming a “T-Shaped Copywriter,” revealing how this approach will elevate your career in terms of demand, money, and opportunity.
- simple, down-to-earth advice on becoming a better writer from Oxford Club’s lead financial expert Alex Green, focusing on skills beyond selling and persuasion.
- Just Added — Michael Ford’s journey to A-level copywriter growing up alongside Mark Ford, one of the legends of our industry, in a talk called “Lies My Father Told Me (and You).”
- Clayton Makepeace’s secrets only rich writers know, sharing how anyone can make millions writing sales copy, just like he did throughout his career.
- and much more, including insights from legends like Ann Handley, Dan Kennedy, Joe Vitale, Terri Trespicio, Pam Foster, Bob Bly, Ed Gandia, John Carlton, and others.
Masters Vault Module 14 Takeaways from the Pioneers of Copywriting That Still Apply Today
New writers tend to dismiss the work and techniques used by “old” writers as outdated.
BIG mistake!
Ask any successful copywriter, and they’ll tell you they feasted on the knowledge of legends… still do — and you should, too.
In this “must-study” module of The Masters Vault, you’ll discover…
- a perfect primer on the pioneering copywriters who changed advertising forever, filled with insights from legends like John E. Kennedy, Albert Lasker, Claude Hopkins, Maxwell Sackheim, Robert Collier, Victor Schwab, John Caples, and more.
- Mark Ford’s essay on the groundbreaking work of Gene Schwartz, the legendary copywriter who generated over $200 million (equivalent to $4 billion today) for clients like Boardroom and Rodale, plus countless millions for others.
- an in-depth discussion on “cultivating your inner genius,” featuring the legendary Marty Edelston, who founded Boardroom with $5,000 and grew it into the largest consumer newsletter publishing operation in the world.
- intimate interviews with experts like Kent Komae, Mark Everett Johnson, Brian Kurtz, and Mark Ford, plus a special “long-lost” conversation with Boardroom copywriters discussing the brilliant influence of Dick Benson.
- legend Gary Halbert’s “Letter to Mother” presentation to aspiring copywriters — a deep and rare inside look into the genius behind one of the all-time Master Copywriters.
- and much, much more!
And That’s Just a Taste!
Of course, these are just a handful of hundreds of the high-level insights that — once ingrained as part of your “sphere of knowledge”— will change the way you look at copywriting and marketing forever.
Even if you’re an experienced writer like me, the impact this information will have on you cannot be overstated.
In preparing this invitation for you, I had the pleasure of revisiting many of these presentations and sitting in on others for the first time.
Now, you might think reviewing over 100 hours of video and reading hundreds of pages of essays so I could share some insights here with you was something of a chore.
Let me assure you… it was anything but!
As someone who loves copywriting and loves to learn, I was captivated.
Even after I gathered the key points to share, I found myself watching and reading to the end…
Why?
Because even after nearly three decades of writing and working with top-level copywriters…
I was inspired.
I was motivated.
That’s why I’ve NEVER been more excited about a new resource than I am The Masters Vault.
The impact it will have on your writing, your career, and your enthusiasm will be immediate.
Concepts will “click” in your mind like never before.
Your writing will be clearer, more persuasive, and grounded in stronger, bigger, fresher ideas that reach your prospect on a much deeper level.
More Confidence, Better Clients,
More Money
You’ll have the copy skills and marketing knowledge needed to take on bigger, higher-paying projects.
You’ll be confident working with and advising high-level clients.
You’ll make more money. Lots more…
Listen to what just a few of the AWAI members who’ve been exposed to masters secrets like these over the years have to say…
“Clayton Makepeace’s 41 Million-Dollar Marketing Lessons was aptly named. A gold mine of info. I’ll be reviewing again and again until every lesson is firmly ingrained.”
Teri Weber
“Mike Palmer’s presentation about the secret psychology of successful copywriting was a real eye-opener for me.”
Will Newman
“I had to take three pages of notes because my brain was full! But having the Copywriter of the Year, Jedd Canty, share his story, made it ‘real’ for so many of us.”
Diane Wallace
“Alex Green packed more punch into an hour than almost anyone I’ve ever heard give a speech. He gave so many insights about training to be a copywriter, making it as a copywriter, and even about sales. His advice is useful, relevant, and easy to implement.”
Tim Matassa
“Wow! Clever, Brilliant. Taught me what I came here for. Herschell Gordon Lewis is brilliant, insightful, and has the ability to pass along info.”
Steve Appel
“Carline Anglade-Cole!!! I just can't express what Carline did ‘to me’ and ‘for me’! I also was extremely impressed with the newfound knowledge that I walked away with from this presentation ‒ mind-blowing!”
Cissy Marcionette
“Dan (Kennedy) delivered completely on every one of his tall and imposing promises. The challenge now is staying in touch with the fire he kindled… I just feel mega-excited and ready to get the ball rolling!”
Mindy McHorse
“Watching Ann Handley’s presentation, I had an out‐of‐body experience. She gave me great content for my own sales letter for my new niche ‒ like ESP! Thank you, Ann, for writing my sales letter!”
Donald Burns
“Andrew Davis — WOW! One of the very best presentations ever! He was mesmerizing. So refreshing. His talk was a powerful living example of what we as writers can accomplish by using curiosity and understanding it.”
Robert Abbott
“Ryan Deiss’s ‘Before and After’ transformation was incredible. I used it for every assignment this week.”
Lisa Christoffel
“(Henry Bingaman’s) Psychology of a Big Idea: Huge eye-opener!”
Jacqueline Birnbaum
“Bove, Gershwin, and Palmer: I imagined these guys as some secret underground intel team ready to conquer the world. Loved it.”
Tracy O’Neil
“David (Deutsch’s) Magic Square method is a great tool to apply to ensure a polished finish to any copy project! Great presentation.”
Jacqueline Birnbaum
“This was a great session! I'm pumped to write a promotion using Carline (Anglade-Cole's) tips.”
Jim Lemmons
“Terri Trespicio — I loved her approach to authority and her unique take on niching, it really helped me out at my business.”
Suzanna Fitzgerald
And, as I mentioned earlier…
AWAI continues to foster relationships with the top copywriters in the world who share high-level secrets in conversations and at high-level (and high-priced!) mastermind events…
So, whenever a new master secret emerges that we think will have a profound and immediate impact on your success, we’ll add it to the Vault and alert you by email the moment it happens.
And truthfully, many Master Copywriters take great pride in having their insights included alongside those of their peers.
Which is why there will be plenty of others added — including new content we’ll likely be announcing very soon from one of the undisputed “greats” of our industry… just as soon as he and his team find the very best insights to share with you.
So, expect your Masters Vault to be growing exponentially over its lifetime!
How to Make the Ever-Growing
Masters Vault… Yours for Life
This is where it gets exciting.
As I mentioned earlier, we’ve created an elevated learning experience here — one that will appeal only to the top 1% of the most “seriously aspiring” copywriters in the world.
These are people who — like you — understand that success isn’t just about talent or drive.
Success is about knowing more… studying what works… having an insatiable thirst for knowledge.
Leveraging your new understanding of these high-level writing strategies in a way it will be virtually impossible for you to fail as a copywriter!
And the financial impact? It could easily be in the hundreds of thousands of dollars… even millions over your lifetime.
That’s why access to The Masters Vault is an educational experience serious copywriters would gladly pay $5,000 to own.
After all, to get these thousands of master insights, you would’ve had to attend dozens of live training events over many years… which would have cost many tens of thousands of dollars, not including travel expenses.
But of course, you won’t pay tens of thousands of dollars…
Or even $5,000.
No…
You can get complete and immediate access to our new, greatly expanded, and completely reorganized The Masters Vault: Billion-Dollar Secrets from the Legends of Copywriting today for…
Just $1,795!
And just to be clear, that one-time payment includes LIFETIME access to The Masters Vault — everything that’s in it now, including over 100 hours of video presentations and 30+ Master Series Essays…
PLUS, everything we add in the future!
And that’s not all…
Your Satisfaction Is Guaranteed! (We Want You to Be Absolutely Thrilled With This Experience — Or Else You Don’t Pay!)
Although I’m certain The Masters Vault will quickly become an important part of your growth and success as a copywriter throughout the entirety of your career — just as it has been for mine…
I personally want you to be absolutely thrilled with this investment.
So, I’ve asked Katie and Rebecca to offer you our very best satisfaction guarantee:
Simply order The Masters Vault: Billion-Dollar Secrets from the Legends of Copywriting now…
Start soaking up all the amazing high-level secrets to which you’ll have immediate access…
And, if you aren’t convinced this is a resource that can catapult you to the upper levels of the copywriting world — and put substantially more money in your pocket as an A-level writer…
Please let us know within the next 30 days and we’ll refund everything you’ve paid.
It’s that simple.
Act Now… We’ll Send You EVERYTHING — Immediately!
CLICK HERE to get your hands on these secrets right away, so you can start seeing the impact they’ll have on your writing, your understanding of great copy, and, ultimately, your income.
And remember: The Masters Vault is a lifetime, ever-growing resource…
Which is why, if you’d like to add this wealth of knowledge to your professional library of educational resources…
TODAY IS THE DAY!
Again, you can have full and immediate LIFETIME access to The Masters Vault by going here now — with 30 days to explore everything RISK-FREE.
Permit me to close on a personal note…
You know…
Had I not discovered copywriting, it’s hard to know what my life would be like right now.
With no university education, no marketable skills, no career, and no plan… every successive job I took was a step backwards, gave me less money, and made my future more uncertain.
Even having the good luck to have discovered copywriting — just as you have…
I’m not exactly the “poster boy” for success.
I’m not a natural writer…
I have no college degree…
My high school English grades were terrible…
I don’t consider myself an “expert” in anything…
I’m probably the worst face-to-face salesman you’ve ever met…
And I don’t consider myself to be a particularly hard worker.
While many writers I know are more “driven” — I prefer my down time…
Getting out on the golf course…
Spending time on the water…
Going for long walks…
Traveling…
Anything but being tied to my desk for more than a few hours each day.
Yet, despite it all…
There has not been a single year as a copywriter in the past 20 where I’ve earned less than $350,000… and in some years, I’ve had the good fortune to have earned as much as $800,000.
I say this not to brag — and I promise you, many copywriters I know make MUCH more than I do…
But I say it to show you what’s possible when you come across an opportunity as big and life-changing as copywriting…
And embrace the collective wisdom of all those who have done the hard work… figured it out… tested what works and what doesn’t… enjoyed outsized success… made millions for themselves and their clients… and are willing to share it with the next generation of copywriters like you.
That in a nutshell is what our new The Masters Vault: Billion-Dollar Secrets from the Legends of Copywriting is all about.
I hope you see the power of this and take advantage.
Here’s the registration link once more…
On behalf of Rebecca, Katie, and all the Master Copywriters you’ll meet and benefit from through this experience — we can’t wait to see where The Masters Vault takes you!
Sincerely,
Paul Hollingshead
Copywriter & AWAI Co-Founder
P.S. Another happy side effect of diving into these sessions, as I have for the past few months…
It’s like you’ve discovered this fountain of eternal, positive energy you can tap into whenever you need it… a source of motivation that will always be there for you.
And, if you feel your energy waning at any time in your career — just throw on a masters-level presentation from The Masters Vault… and you’ll be re-energized once more!
I watch at least one a day now, and I’m having a blast…
So will you!