In college, although my major was broadcast journalism, I knew I could be happy in just about any job in the communications industry. Little did I know that a satisfying, generally well-paying solo career in direct marketing copywriting was about to unfold…

I stumbled into direct mail (that was all there was at the time) copywriting when I answered a want ad (in the newspaper!) for a small medical publishing company looking for a junior copywriter. The ad asked for my resume and a whiz-bang cover letter showing what I coul do. I had a little bit of experience — I had written a few little radio ads for a local rock and roll AM station and invoice stuffers for a dress manufacturer. (Quick tip = when writing about women’s clothing, use a lot of "s" words - sweet, soft, silky, swirly, smooth, etc.)  — but that was about it.

Despite the lack of more solid experience, I said to myself "I can do this." So I sat down on my Smith Corona typewriter (I told you this was a long time ago), and banged out a copy of my rather light resume and a cover letter. The first four attempts at the cover letter were awful. Self-conscious. Cliched. Dreadful stuff.

Frustrated, I decided to simply be straight forward and sincere. So I began the fifth try at the cover letter with, "Dear Prospective Employer, This is the fifth time I’ve begun this letter in the hopes of impressing you. Rather than try to wow you with my creativity, I’ll just tell you about myself and what I can offer your company as your next junior copywriter …" That’s the letter I included with my resume and mailed. "Come what may", I shrugged.

I was told the company received hundreds of resumes/cover letters for that position. My letter/resume was put in the short pile. And yes, I got the job. Stayed there 5-1/2 years and went from Junior Copywriter to Direct Marketing Manager. (My first boss there has remained a client now for almost 20 years.)

Now that’s the power of a well=crafted letter! I didn’t know it then, but I used many direct response marketing techniques in the letter. (Hell, I didn’t know what direct response techniques even were until I became a copywriter.)

Let me tell you about the best fundamentals copywriting course in the business.

Like most copywriters of a "certain" age, I didn’t have the benefit of formal coursework. I learned on the fly, worked with the occasional mentor, read some great books — but it was all very catch-as-catch can. No question I made a lot of mistakes, and cost my employers a lot of money when I made them. I would have loved a well-structured, basic course on the fundamentals. The good news for you is that there is one.

Michael Masterson’s Accelerated Program for Six-Figure Copywriting

Developed by Masterson for the American Writers and Artists Institute, this is a sound, step-by-step fundamentals course to copywriting that stands without peer. Rigorous, straightforward, and strong on effective technique and structure, this is exactly what a committed, ready-to-learn beginning copywriter wants to have to learn his/her craft.

I discovered the course when AWAI asked me to join them as a mentor to their copycoaching program. I asked to review the course before coming on board because if the course was crap, I didn’t want to be involved. What I discovered was a course so well designed and solid, I was only sorry it wasn’t around when I was getting started. It would have saved me a whole lot of time and I would have become a better copywriter faster — without all the time-intensive and expensive floundering around.

If you’re a Copywriting Maven reader who’s looking to become a copywriter or just wants a better grounding and understanding of copywriting basis, Michael Masterson’s Accelerated Program for Six-Figure Copywriting is the course to get. (Caveat - you may find some of the course material a little "hypey" in tone. Ignore it, and keep working.)

Maven’s Maxim
If you’re serious about a copywriting career, you need a solid grounding in the basics. Michael Masterson’s Accelerated Program for Six-Figure Copywriting is the first place I’d start.

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