Copywriting Secrets of the Masters:              Michael MastersonThis special report is brought to you free courtesy of  ...
"For more great free information on how to take your copywriting career to          the next level please visit www.ProCop...
refused my suggestions to do so. They don’t want to use apprentices, theysay, because they don’t believe anyone can write ...
I’m talking about a pretty exciting opportunity. It’s exciting because it’sbrand new and growing fast, which means the bar...
In addition we have become language buddies along the way. We send eachother interesting articles on language (including w...
working on, a monograph on Barnett Greenberg, an obscure painter whosepersonal collection of works Don and I bought from h...
If you would love to live the life of a freelance writer but don’t have thepatience or talent for it, this is also a great...
the research, they’ll ask for more (simple sentences) like Don and I aredoing.Eventually, this will mean great, lucrative ...
To get in now at the bottom floor you will need to do two things:Quickly learn how to do quick and helpful research.Find c...
I wrote the first draft of this essay in 90 minutes (as opposed to severalhours) by writing out the draft and leaving X’s ...
Upcoming SlideShare
Loading in …5
×

Copywriting secrets of the masters michael masterson - how to enjoy the writer’s life even if you can’t write like a professional

833 views
781 views

Published on

Copywriting secrets of the masters michael masterson - how to enjoy the writer’s life even if you can’t write like a professional

Published in: Business, Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
833
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Copywriting secrets of the masters michael masterson - how to enjoy the writer’s life even if you can’t write like a professional

  1. 1. Copywriting Secrets of the Masters: Michael MastersonThis special report is brought to you free courtesy of www.ProCopyWritingTactics.com www.ProCopyWritingTactics.com
  2. 2. "For more great free information on how to take your copywriting career to the next level please visit www.ProCopyWritingTactics.com and dont forget to collect your free Pro Copywriting Tactics Reports while youre there." How to Enjoy the Writer’s Life Even if You Can’t Write Like a Professional The most productive and, next to JK Rowling, richest writer in the world is James Patterson.If you don’t know him, he is the author of ―Don’t Blink‖ and ―The PostcardKillers‖ as well as 48 other best-selling books in the past 10 years.By almost any perspective, Patterson is a hugely successful writer. But hedoesn’t have the normal gifts that one would typically attribute to writers: abrilliant mind, a passion for his work, etc.Instead, he has a certain set of skills that he employs over and over againand then leverages by hiring apprentice writers to do most of his work forhim.They do 80% of the work, following his directions. Then Patterson edits theirmanuscripts for pace and tension – key elements in narrative fiction.By providing the outline and the editing, Patterson insures that his bookshave the Patterson feel. This is something that any successful MasterCopywriter or Internet guru can do. In fact, I know quite a few well-knowngurus who have junior writers ghost writing their essays. In some casesthese ghostwriters are good, in others no. When they are not good theydegrade the reputation of the guru.But what Patterson does is smarter than that. He gives his apprentice abyline. That makes the transaction more honest and it provides theapprentice with a reward that is much greater than money.Several of my clients – well known financial and health authors – could havebigger businesses if they could produce more copy. But so far they have www.ProCopyWritingTactics.com
  3. 3. refused my suggestions to do so. They don’t want to use apprentices, theysay, because they don’t believe anyone can write as well as they can.Another reason – one they don’t admit – is because they don’t want to sharethe credit with anyone else.These are both ego problems. And as you’ve heard me say many times, egoand laziness are a writer’s primary vices.Patterson proves that you can maintain quality (such as it is) in yourproduct, continue to promote your name and expand your production inmultiples by using apprentices.By taking advantage of competent researchers and writers who are willing towork for him, Patterson puts out eight or more books a year. And in 2010 hisannual earnings are estimated at $70 million.This essay, though, isn’t about James Patterson. It’s about Peter de Jongeand Andrew Gross and Michael Ledwidge*, three of the many researchersand writers who have earned lots of money and in some cases became best-selling authors on their own simply by working as an apprentice to themaster.I’m talking about aspiring writers who, for whatever reason, never were ableto break through the glass ceiling that keeps more than nine publishedauthors out of ten to sell fewer than 100 copies of the books they write.The opportunity to become an apprentice writer for Patterson at thismoment is limited, but there are hundreds or even thousands of chancesright now to make a very nice six-figure income helping professional writersdo their jobs.I’m talking about a new profession – one that before the Internet did noteven exist. I’m talking about becoming an apprentice writer/researcher tothe direct response information business. www.ProCopyWritingTactics.com
  4. 4. I’m talking about a pretty exciting opportunity. It’s exciting because it’sbrand new and growing fast, which means the barriers of entering it are verysmall and the rewards are still very great.Let me give you an example.Several years ago Judith Strauss and I wrote and published a little book ofdiction calledWords that Work. It was a selection of words that appeared inEarly To Rise’s ―Words to the Wise‖ column that has been running daily foralmost 10 years.At the beginning of this year I wanted to do another edition but, for somereason, Judith was not available to work with me on it. So I reached out toAWAI to find someone to help me.Typically when I call Katie, I’m looking for a copywriter. But this time Iwanted someone who could do some basic research and compose simplesentences.Finding a skillful copywriter, even when you have Katie Yeakle next door toyou, is not easy. But it’s a much simpler job to find someone who knows howto track information down and summarize it in simple, concise sentences.I found someone – a retired grant writer and sometime artist who beganworking with me last month. Her job was pretty straightforward. I’d send herlists of words that I wanted to cover and she’d look at several dictionarydefinitions and craft one that was the simplest version she could of thevarious iterations.It was a three thousand dollar job and it would have taken her, I figure,about 45 to 60 hours to complete the task. After I had edited a dozen or sowords she understood both what I wanted in terms of a definition and alsomy style of writing, so I could see it was going to be easy for both of us tofinish the job.Her compensation, because we were moving quickly, was going from $50 anhour to $75. www.ProCopyWritingTactics.com
  5. 5. In addition we have become language buddies along the way. We send eachother interesting articles on language (including whatever Bob Bly writes)and have fun talking about usage.From this good experience I decided to expand the book from just anothercollection of words that work to something I’m calling ―One Thousand Wordsto Know Before You Die‖.My idea is to present one thousand words or terms that comprise much ofthe most important thinking in Western literature from the time of Homer tothe present. Instead of limiting my usage comments to diction and grammar,I’m going to talk about how these words added to or subtracted from thehistory of knowledge from Greek times to the present.It’s a more ambitious book to be sure, but it’s also a book that’s more fun towrite. My researcher’s job is pretty much the same, but she’s having morefun now in helping me select and cull words and in learning about the manyartistic, cultural, political and literary ideas that have shaped the way smartpeople think today.Plus, she’s also got a bigger assignment now. I upped her compensationfrom $3,000 to $10,000 and I’m going to give her a percent of sales as well.Her compensation has now gone up to about $100 an hour and it could endup being two or three times that if the book sells well.The point of this anecdote is to introduce you to a new industry that isdeveloping thanks to the explosion of information publishing since theInternet exploded in or around 2000.It’s a new type of career, one that allows you to enjoy all the fun andchallenge of being a professional writer (and some of the upside incomepotential) without having to have mastered the fine art of fiction orpersuasive writing.I mentioned this idea to Katie and Rebecca several months ago when I waslooking for someone to help me with another book Don Mahoney and I are www.ProCopyWritingTactics.com
  6. 6. working on, a monograph on Barnett Greenberg, an obscure painter whosepersonal collection of works Don and I bought from his family’s estate.The person we’ve selected to help us with that book will also be doingresearch and writing sentences, but will not be responsible for shaping thebook or revising it. It’s pretty much the same thing James Patterson’sapprentices do, but instead of fiction the subject is biography.If Don and I make this artist a known and collected name among collector’sof Jewish art and artifacts (a very lucrative niche market) this person willalso enjoy a big pay check and plenty of perks including (if he wants)appearing on radio and television programs.In the old days (prior to 2000) researchers were drones that got paid littlefor endless work and were never recognized for their hard work. In today’sworld of information publishing there are tens of thousands of writers andpublishers looking for people who can help them produce the manypublished products that proliferate the internet.Just think about the demand: books, reports, essays, blogs, web content, e-letters, e-magazines, surveys, research reports, scientific studies, marketingstudies, religious writing, non-profit pamphlets, annual reviews, critiques,auto responder series – the list is endless.And thanks to the Internet, the market is growing. According to Google, theWeb has already exceeded 1 trillion unique web pages (it’s estimated theyindex about 15 billion of those pages for search purposes). There aremillions more pages created daily.If the market for professional writers has increased tenfold since 2,000 thenthe market for Internet Research Specialists has probably increased athousand fold.What does this mean to you?If you’re thinking about becoming a professional writer but haven’t yetreached the level of compensation you want, this is the perfect opportunityto make great money as you go. www.ProCopyWritingTactics.com
  7. 7. If you would love to live the life of a freelance writer but don’t have thepatience or talent for it, this is also a great way to do that without masteringthe craft of writing.One of the biggest future opportunities for Internet Research Specialists is inthe direct marketing industry. Based on sales, direct marketing, as you mayknow, is a $2 trillion industry.It is bigger than traditional Madison Avenue-style advertising, as well asnewspaper advertising.And since 2000 it’s growing at a rate of 5-7%, making it one of the fastestgrowing markets in the world today.If you read ―Automatic Wealth‖ then you know that the fastest way tobecome rich is to become an essential employee or contract worker for afast-growing business in a fast-growing market. Information publishing isexactly that.Although many of them may not know it now, the easiest way for aprofessional copywriter to double his income is to double his output. Butdoubling your output without diminishing the quality of your work is not easybecause of the enormous demand of research.I’ve said this a thousand times to AWAI members over the past many years.The most important single aspect of successful writing depends on theproduction of good ideas and the production of good ideas depends almostentirely on good research.That’s where the opportunity is for those who might want to get involved inthis wonderful new industry.Gradually writers will begin to realize that they, like James Patterson, canmake much more money if they can have apprentices helping them with allthe research. And once they become comfortable using other people to do www.ProCopyWritingTactics.com
  8. 8. the research, they’ll ask for more (simple sentences) like Don and I aredoing.Eventually, this will mean great, lucrative new careers for thousands or eventens of thousands of smart, capable people who – for whatever reason –have decided they want the benefits of the writers life without putting in allthe ―hard‖ work.The job of the Internet Research Specialists will be largely tracking supportand documentation for the claims that professional writers want to make.Again, this is especially true in the area of direct marketing of publishedproducts. As Roy Furr recently pointed out in an essay in The Golden Thread: "Because the average prospect is skeptical, proof is an important part of any letter. People wont believe our claims just because we say so. Unless were established experts, our claims are just opinions."What kind of research are Internet Research Specialists likely to be doing?Collecting and organizing information for:  Media mentions of the client or product  Prestigious publications talking about the product, idea, or industry  Scientific studies to back claims  Scientists opinions related to claims  Charts, graphs, and graphics  Real or implied expert endorsements  Real or implied celebrity endorsements  Quotes from credentialed sources  Process information, or how the product (or ingredient) works  Other highly-specific supporting informationHere’s what I’m saying:  There is already a market for Internet Research Specialists  It is likely to be one of the fastest growing markets in the world  By getting in now you can start making $50 an hour  As your skills improve you can easily be making $100 or more in no time www.ProCopyWritingTactics.com
  9. 9. To get in now at the bottom floor you will need to do two things:Quickly learn how to do quick and helpful research.Find clients.You can do the first by investing in AWAI’s new program that teaches that. Itis called Secrets of Becoming an Internet Research Specialist: How to Surfthe Web for Freedom and Profit. It’s an online program consisting of 13chapters, split into two main parts.The first part — Chapters 1-6 — is all about what to do and how to do it.This is how you go from landing the gig to giving the client exactly what theywant. This is what you do in your everyday life as an Internet ResearchSpecialist.The second part — Chapters 7-13 — is what it takes to get paid. This is howto attract clients, get other people to sell your services for you, and developthe client relationship so theyll come back over and over again.It also includes:  Access to AWAIs exclusive members-only DirectResponseJobs.com Online Job Board. (Recently updated to include Internet Researcher gigs!)  Special reports onHow to Deliver Superior Research by Learning One Crucial SEO Skill…Proof and Credibility: 10 Ways Your Research Can Make Your Client’s Copy Sizzle… andFive Other Research Projects to Boost Your Income  A 3-part webinar series on marketing yourself as an Internet Research Specialist  A brand-new white paper you can use to market yourself to writers called "Writers: How to Write Faster, Better, and Make More Money While You Do." www.ProCopyWritingTactics.com
  10. 10. I wrote the first draft of this essay in 90 minutes (as opposed to severalhours) by writing out the draft and leaving X’s where I needed facts andfigures to support my argument. I sent it – as is – to my editor Jason, whocontacted one of the AWAI-trained Internet Research Specialists he has onhis contact list. That person got and finished the job in 24 hours and earnedabout $75 an hour for his efforts.It was good for him. It was good for me. And it can be very good for you ifyou contact AWAI.Find out more about AWAI’s Internet Research Specialist Program* Peter de Jonge is a former copywriter who spent several years on thePatterson assembly line before writing his first solo novel (Shadows StillRemain).Andrew Gross is president of HEAD Ski and Tennis and co-wrote some of theWomens Murder Club Series with Patterson before signing his own 3-bookdeal with William Morrow in 2005. This article was originally published as part of The Golden Thread "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

×