American Writers and Artists Institute (AWAI) Landing Page Review

ARTICLE SNIPPET - American Writers and Artists Institute (AWAI) Landing Page Offers Great Headlines, Good Old-Fashioned Features-and-Benefits Sales Copy, Numerous Testimonials and Excellent Readability

Few occupations are as romanticized and misunderstood as the field of professional writing. The term “freelance writer” often conjures up images of tweed jackets with arm patches, briar pipes, cozy garrets, and a rural mailbox stuffed with royalty checks. The fact is, though, that writing for a living requires a certain amount of preparation and training.

A writer, if he or she is to be successful at all, must have tools and knowledge that make his or her efforts worth money. That’s why I’m pleased to see the AWAI online site’s big money claims backed up with some good old-fashioned features and benefits sales copy.

The headlines are strong and evocative and give the reader huge benefits to imagine and state what the American Writers & Artists Institute wants the reader to do. This letter is a great example of how you can use Internet-based technology to apply the tried and true principles of direct mail copywriting. While they have a testimonial from Bob Bly on their front page, they don't make as big a deal as they should about the fact that someone like Bob is endorsing this course. We'd also like to see more complete identification of testimonial givers - Joe B. from Nebraska isn’t nearly as trust inspiring as Joe Blow from Omaha, Nebraska. A lot of letters with this much copy are very daunting to read—their use of one-line paragraphs and other content density tricks make this a pleasure to read.

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