New Member 2010 - Questions on first lesson

Joined: 10 Jan 2010 Posts: 16

I am brand new and would like some help getting started. Is there a specific place or person I need to submit my answers to the first lesson to? I couldn't find advice on this in the text book. Also, did anyone else who just started have some issues with that American Express letter? I have some questions of my own I would like to put forth and just don't know who or where to do it. Any help is greatly appreciated. Smile

Joined: 23 Dec 2004 Posts: 364 Location: California

Because I bought the SixFigure Copywriting course several years ago, I can't comment on what your book says or doesn't say. When I bought my course there was really no way good way to ask questions of the folks at AWAI.

So if you have a specific question post it in it's own thread. That's the only way to get focused feedback and advice on what you need.

You mention you have a problem with the Amex letter, but you don't say what kind of problem you have.

What do you mean by problem?

It's probably one of, if not the, highest selling direct mail letter of all time. That's why it's the first thing you study in depth in the course.

Copywriting is about selling. And that letter sells. It's been updated in the last couple years but the structure and much of the content is still the same.

Joined: 10 Jan 2010 Posts: 16

This lesson asks specific questions about the letter. I don't know where or whom I am supposed to send my answers to. As for the problem, the first time I read that letter and the opening paragraph is fairly negative, I couldn't understand how it did so well. Also it has dates of being used from 1976-1988. You said it has been updated since, is there somewhere that we can see the updates? I liked a lot of the other things in the letter but would like to see what has been changed.

Do we get assigned someone to submit answers to? I'm guessing further into the program we will have to be graded or at the very least critiqued. I just want to make sure I'm getting the most out of the program.

Joined: 23 Dec 2004 Posts: 364 Location: California

Quote:

Do we get assigned someone to submit answers to? I'm guessing further into the program we will have to be graded or at the very least critiqued. I just want to make sure I'm getting the most out of the program.

I can't help you there. You may need to clarify these questions with the AWAI folks. In 2004 when I got the course we weren't assigned anyone. If you had questions then, you posted them here and the other students helped out or one of the moderators.

I don't know how active the mods are these days. I just happened to pop back in here after a long time being gone.

Because I don't have my course binder readily available I can't take a look at the letter or what my course says.

And I got mixed up with the AMEX letter and the Wall St Journal letter. The Wall St Journal letter is the one is one of the highest selling letters of all time. And it's the one that got updated a couple years ago. Sorry about the confusion.

Bottom line: email awai customer service with your specific questions. They should get back to you with some answers.

Joined: 12 Jan 2009 Posts: 133 Location: Ontario

Hi Cindy

It's always a good idea to post your questions in a discussion. With a self-study course, you are left to your own initiative. The downside with the forums is that there might not be anyone, with the answer, looking at the forum for several days.

After you write your restaurant letter and supplement letter, you can post them to specific forums for those letters.

The American Express letter did quite well for a number of years. The first paragraph, speaks to someone looking to belong to an exclusive group. It might be negative if you are not in the target audience.

I hope this helps.

Herb

Joined: 10 Jan 2010 Posts: 16

Thank you both for your information. It is helpful and I think now I can move ahead a little faster. I was holding back thinking I needed to make contact with someone specific.

Also on the first paragraph of the Amer Express letter, even if it was for a target group, wouldn't you think opening with a negative would be counter productive? I understand why the letter did good because when you get past that first paragraph it is very well done. Maybe because I am a positive person about everything that could be why I am so bothered by that opening. Even if I was part of the targeted group (and I actually have read the letter to a few people with the same response) it would be hard for me to get past those first few lines. I wonder if the thinking was to make people think that they wouldn't be one of the ones declined for membership and they enlighten that with all the great things you do get with approval.

I'm just one of those people that like to know "why".

Thanks again! Razz

Joined: 21 Jan 2010 Posts: 6

In the beginning stages of the course, the instructors go into great detail to help you understand that in the beginning you won't understand why, but as you follow the natural progression of the course, you will have gained understanding regarding the structure of a letter, finding your own voice, etc., that you may not be fully aware of at the time. Stick with it, don't get hung up with paralysis of analysis--your own voice & personality will begin to shine through on your letters. What also helps with the positive/negative thought process is the lesson addressing how to seed yourself on various DM distribution lists--lists that deal with responders entirely different from you & realizing that if you pursue this fully, you'll at one time or another begin to write for others who are entirely different from you, and that you'll need to relate to them the same way you do for those in your peer group. I hope this helps, my greatest suggestion is to simply stick with the course, it starts to gel in a little bit.

Joined: 10 Jan 2010 Posts: 16

Thank you so much for your insight. I am sticking with it and can't wait to get to the lesson you mention. It is a little hard for me especially with grammar and vocabulary basically following no rules. But if I have to get past the prim and proper to make the money then I'll do it. I've been writing in some form or other most of my life, but only tried "professionally" about 12 years ago. The lessons totally make sense as I have been there done that on a lot of what they talk about. Some day I would like to make money with the fiction and non-fiction I write but if I can make a decent income still writing then I will do whatever it takes to get there. Thanks again.

Joined: 08 Jan 2010 Posts: 3 Location: CA

Hi all!
Cindy, I started about the same time as you, and had/have many of the same questions. Hopefully, all will come clear...some day. I suppose we must work the program and have faith in the process.
Nice to see it's not just me!
Right now, I'm ready to write the restaurant letter, and I am having to push myself. I'll probably use the "swiss cheese" approach. (Blow holes in the job until it is done.) Hope it works!
Dianne

Wow, did I natter on, or what?

Joined: 10 Jan 2010 Posts: 16

Diane,
Thanks for your reply. It does make me feel better to know I'm not alone too. I'm working a little slower that you but am plodding along. I'm just about to start lesson 4. I really enjoyed the chapter explaining how to play on emotions. I started thinking about things I have bought and why and they really do know what they are talking about. Let's keep in touch and keep each other going!