Today I have a little less time than normal to get my daily email done and ready to go out the door. So it’ll be shorter, I’m sure.
I have a very big and exciting project launching next week, that’s been in the works for months, quietly, behind the scenes. And I’ve been occupied putting the finishing touches on it.
If you’ve been a reader for a while, you may know that last year I launched a small training program called The Copywriter’s Roadmap To Building A Core Offer.
In it, I revealed what I’ve found to be the #1 difference between copywriters who succeed, and those who fail. And it’s NOT writing ability, in most cases.
What I revealed was that copywriters who have one clear, compelling core offer for their services tend to do much better than “on demand” writers who offer the equivalent of “Will Write For Food.”
You get to do better work, with better clients, for better pay. You get more respect, and everything comes easier.
Well, at last year’s AWAI Bootcamp, I got to talking to Katie and Rebecca from AWAI, and we discussed how many copywriters would really benefit from this training.
And in fact, AWAI members are in a perfect position to benefit from this training. They have some of the world’s best copywriting training, and this shows them how to package their newfound skills and abilities to create a great copywriting income.
This is your peek behind the scenes.
I’m working with AWAI to conduct this training again — and likely, for the last time ever.
There’s a lesson in that which I’ll share in a moment — but first, this…
As part of my agreement with AWAI, I’ve agreed that I’ll stop selling my version of the training directly. This helps us change the content around, add a few other items, and increase the price a smidgen.
Here’s what that means for you.
After Friday, March 11th, I’m going to stop offering The Copywriter’s Roadmap To Building A Core Offer. But if you check it out and decide you want it before Friday, you can get it for just $49.
You have until Friday.
And if you’re curious what this is all about, I actually did an information-packed webinar around “Will Write For Food” and building your core offer. It’s so actionable and packed with valuable information that I could have sold it by itself. But you can actually watch it for free.
Click here to watch this free webinar, titled The #1 Reason Freelance Copywriters Fail To Make A Great Living (And How To Fix It).
Now, here’s the deeper lesson behind what I’m doing…
Breakthrough Marketing Secrets is a fun side project for me — a part of my business. But AWAI has, more than anybody else, made it their mission to serve more aspiring and professional copywriters than probably anybody else.
When you want to learn copywriting, for the most part, you at least have to check out AWAI.
Very early in my career, I recognized this. And so from early on, I found a way to connect myself with AWAI, in mutually beneficial ways.
Once I developed this core offer training, I realized I could work very hard to go out and build my own connection with all those copywriters. Or, I could leverage AWAI’s network and mailing list to reach them all through this organization they already have a connection to.
I truly believe this training is transformational for the copywriters who need it. Those who don’t yet have a clear core offer, who would find more success by creating one.
And I’m going to reach a lot more of them through AWAI than by confining it to just promoting it myself.
The motivations are selfish, too.
By going to a wider audience, the total revenue is bigger. I’m not going to reveal details, but you can imagine I get a smaller percentage of each sale versus selling it myself. But because of their audience being so much bigger, the pie is bigger.
Here’s how this lesson applies to your business…
I’ve come to realize that in copywriting, I could get a really generous deal from someone with a tiny customer base, and no real ability to use my copy.
Or I could get a superficially less-generous deal from someone who is going to run winners into every corner of the market, generating many multiples in terms of the total sales.
While some folks say, “Why are you spending all your time making 5% of total sales when you could be making 100%?” …
I counter with “5% of $10 million is a lot bigger than 100% of $250,000.”
I’m just throwing numbers around, but you get the point.
When you look at the big picture, it can make a lot of sense to align yourself with the big players in a market, doing deals that don’t look — on the surface — as generous as you might get from smaller, less influential partners.
That’s what I’m doing with AWAI, and it will lead to more copywriters getting very valuable training, as well as more value for AWAI and myself. That’s a win-win-win.
Yours for bigger breakthroughs,
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