Transcript of "Copywriting secrets of the masters michael masterson - 2 essential keys to surpassing the best in your field"
Copywriting Secrets of the Masters: Michael MastersonThis special report is brought to you free courtesy of www.ProCopyWritingTactics.com www.ProCopyWritingTactics.com
"For more great free information on how to take your copywriting career to the next level please visit www.ProCopyWritingTactics.comand dont forget to collect your free Pro Copywriting Tactics Reports while youre there." 2 Essential Keys to Surpassing the Best in Your Field “It is well to respect the leader. Learn from him. Observe him. Study him. But don‟t worship him. Believe you can surpass. Believe you can go beyond.” – David Joseph SchwartzWhen I rewrote the lead for a promotion that GX – a successful copywriter –had been paid to write for one of my clients, I felt good about my revision.The sales copy GX had sent in was standard, run-of-the-mill professionalpalaver. My take on it felt fresh and strong. It was better.But when I sent it back to my client, I worried that GX might not like that Ihad changed it so much. Perhaps he would feel slighted and reject it.We couldn‟t force him to use my copy. If he insisted on using his originalcopy, my client would be in an awkward position. She could risk offending apotentially good source of future copy by insisting on using my version. Orshe could mail what we both believed was weaker copy and suffer theeconomic consequences.Luckily, she didn‟t have to make that choice. After getting my new lead withsuggestions on how to finish out the rest of the package, GX wrote: “I read it and thought: „Why couldn‟t I write it like that?‟ But then I realized that‟s why MM‟s so successful. I‟m honored that he took the time to do that. I appreciate the effort. My challenge now is to make the rest as strong as MM‟s contribution … to make us all proud.” www.ProCopyWritingTactics.com
This story has two morals.The first is about ego and its opposite – humility. The greatest challenges weface in life are always obstacles that reside inside of us. When it comes tolearning complicated skills like writing (copywriting, editorial writing, writingfor blogs, e-zines, books, etc.), the one thing that will keep you fromlearning quickly is hubris.Hubris is Aristotle‟s term for excessive, blinding pride. It is the sin that foiledmany great tragic heroes, from Oedipus to King Lear to Scarface. Whenwriters believe – or desperately want to believe (which is sometimes worse)– that their writing is above reproach, theycannotpossibly get better.And what is true for writers is equally true for musicians, tennis players,salsa dancers, Sumo wrestlers, and skateboarders. Those who are willing tosay “I can do better” – do better. Those who say “I am the greatest” soontake a fall.What you want in your career is the confidence that follows accomplishment,not the pride that precedes a fall.When I saw the note GX wrote, I was mildly flattered by the compliment.But I was really happy by his willingness to think “This copy is better. I‟d liketo do that.”So that‟s the first lesson:No matter how good you are at doing what you do, someone out there canalways teach you something.Think about your strongest skill, the talent or capability you have that ismost important to your goals and objectives. Now ask: “Am I confident inmy skillfulness? Am I willing to acknowledge that there are people in myuniverse who are better than I am?”If you can confidently accept the limitations of your strongest skill, there isno limit to how far you can develop it.And now we come to the second lesson:The only good way to improve a skill is to practice it. www.ProCopyWritingTactics.com
Reading about it is certainly helpful. Talking about it may work too. But allthe talking and thinking in the world won‟t do nearly as much as regular,focused practice.And that‟s what GX should know about his future as a copywriter. If hecontinues to practice writing by learning from his mistakes and borrowingfrom the skillfulness of others, then the likelihood that he will be great oneday will be better than 99 percent.I am certain of that.Why? Because I‟ve seen it happen. I have worked with more than a dozencopywriters over the years who have moved from bad to pretty good(and GXis pretty good) … and then from pretty good to very good… and then fromvery good to better than the best. All it takes is practice.With practice and a willingness to keep learning, GX will almost certainlysurpass the best copywriters in the business. It is just a matter of time. Heshould think of himself as hurling balls at a target in one of those carnivalbooths. Every hour he spends practicing is another ball in the hole. Moreballs, more progress. It‟s as simple as that.Human beings are designed to get better through practice. Everything weever learn to do, from walking to talking to writing concertos, is done betterthrough practice. Practice makes our fingers move faster, our hearts beatstronger, our brains think smarter. Practice is everything.What do Michael Jordan and Tiger Woods say when they talk about theircareers? It‟s not that they were gifted with extraordinary natural talent. It‟sthat they work harder than their competitors.Self-improvement is not a fad. It is the essential design of the humananimal.And here‟s a final thought on the matter. Nothing in nature stays the same.If you are not getting better, then you are surely getting worse.That is how I feel about submission wrestling. I don‟t worry that I have nonatural talent for it. I don‟t sweat the fact that I‟m 56 years old and most ofthe guys I wrestle are less than half my age. I don‟t worry about my pastmistakes or my present ineptitude. I just keep working at it. www.ProCopyWritingTactics.com
I know for sure that if I keep at it, I‟ll keep getting better. So far, that hasproven to be true. When I started actively training in Jiu Jitsu about fiveyears ago, I wasn‟t very good at all. Most of the guys I trained with weremuch better. Some of them still are. But I have caught up to others. Andeven surpassed a few. What did I do? Nothing but acknowledge that I hadroom to grow … and keep practicing.If you ever feel that you are not as good as you want to be, remember this: It is good that you accept your limits. If you felt any other way, it would be hard to get better. Humility is a strength to cultivate. Confidence will come when you deserve it. Avoid boastfulness and pride, because they will slow you down.And most important: Practice with conscious attention, and eventually youwill surpass even those you most admire.Learn copywriting secrets from the masters with the AWAI AcceleratedProgram for Six-Figure Copywriting. This article was originally published as part of The Golden ThreadMICHAEL MASTERSON – There is no one more qualified and experiencedthan copywriter, entrepreneur, and business-builder Michael Masterson toteach you the art, craft, and business of copywriting.Michael started his first business – a fifth-grade publishing venture – at age11.After finishing grad school at the University of Michigan in 1975, he spenttwo years in the Peace Corps, where he began his writing career.Several years later he was working as a writer for a small newsletterpublishing company in Washington D.C. Then, in 1982, he learned the art ofcopywriting and launched the first of dozens of successful direct-marketingventures, many of which have become multi-million dollar companies. www.ProCopyWritingTactics.com
All told, he‟s been directly involved in the generation of over ONE BILLIONDOLLARS of sales through the mail and online.He‟s also a highly successful author. He‟s published more than a dozenbooks, including several which have become Wall Street Journal,Amazon.com or New York Times bestsellers.Today, Michael consults mainly for newsletter publishing giant Agora, Inc.,and writes regularly for Early To Rise, one of the most popular self-improvement newsletters on the Internet, and for The Golden Thread,AWAI‟s weekly copywriting newsletter.But there‟s more to Michael Masterson than just his writing and businessskills.Michael also has a knack for taking just about anyone with a burning desireto upgrade his lifestyle – no matter what his background or education – andtransforming him (or her) into a top-notch copywriter: He‟s the one responsible for transforming Paul Hollingshead from a 35- year-old minimum-wage grocery store stock boy into a copywriter earning upward of $300,000 a year … and Don Mahoney from a woodworker to a $300,000-a-year copywriter living in Miami Beach … He‟s mentored other copywriters who have gone on to generate hundreds of millions of dollars in sales each year through their copy … He‟s shown people in their 50s and 60s – people preparing for retirement – how to successfully change careers and become well-paid freelance copywriters … He‟s taken young people fresh out of college – with no “life experience” at all – and turned them into top-notch copywriters and newsletter journalists … He‟s taught housewives, bartenders, and laborers to excel … He‟s even helped “professionals” – doctors and college professors – leave successful careers to enjoy the big money and stress-free lifestyle copywriting offers Discover how Michael can do the same for you with his AWAI Accelerated Program For Six Figure Copywriting. Michael Masterson www.ProCopyWritingTactics.com
"For more great free information on how to take your copywriting career to the next level please visit www.ProCopyWritingTactics.comand dont forget to collect your free Pro Copywriting Tactics Reports www.ProCopyWritingTactics.com