American Writers and Artists Institute (AWAI) Landing Page Review

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 landing page big money claims backed up with some good old-fashioned features-and-benefits sales copy.

• The AWAI landing page 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 AWAI landing page 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 AWAI has a testimonial from Bob Bly on their landing 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 the American Writers and Artists Institute testimonial givers—Joe B. from Nebraska isn’t nearly as trust inspiring as Joe Blow from Omaha, Nebraska
• A lot of landing page 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

Introduction

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 AWAIonline site’s big money claims backed up with some good, old-fashioned features-and-benefits sales copy.

I like the letter a lot… but before this becomes a valentine from me to AWAIonline, let’s bring out the merciless Mequoda Scorecard and see how the site stacks up.

AWAIonline.com’s Landing Page Scorecard

1. Headline (Strategic Intent) – A

This headline not only wags a tasty dollar amount in front of its prospects, it expresses the tease in the form of “the AWAI $10K Challenge.” The challenge is to “Make Your First $10,000 Before You Finish the Course!” To fortify that pitch, they’ve added a powerful subhead: “In Less Than a Year You Could Have a New Career Working From Home, Enjoying Freedom and Income You had Only Imagined.” These are strong, evocative headlines and subheads that give the reader huge benefits to imagine and state without a doubt what the American Writers & Artists Institute wants the reader to do. Great stuff.

2. Story and Content – A

The copy starts out by asking readers to fanaticize about a lifestyle that allows them to pick their own hours, live anywhere in the world and take as many vacations as they wish. This is the same daydream that people have when they imagine winning the lottery. But the letter, after rolling out this almost unbelievable claim, pours it on with the concept of working at home, doing “work that you can be proud of.” I like this approach a lot… and they continue it throughout the letter. This is not some amoral get-rich-quick scheme that benefits no one. This is an opportunity to join a fraternity of hard-working, talented folks who do good work and reap serious rewards. Who couldn’t relate to that?

3. Content Webification – A

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. Instead of opening an actual mail package and sorting through the contents, the AWAIonline landing page directs the reader from one section to another. The site offers lots of ways to explore and plenty of quick links from one feature or benefit to another… all without losing the continuity of a good DM package.

4. Relationship Building – A

It’s easy to cock a skeptical eye at this kind of copy: “You don’t need to be exceptionally talented or invest a lot of money to be connected. All it takes is an understanding of a few key secrets.” Baloney, you say. No one will pay me unless I’m incredibly talented and well connected. The very generous 30-day AWAIonline guarantee—placed exactly where it should be—is designed to dilute any misgivings or skepticism that prospects may feel. Just like a classic ending line in a DM letter, this copy is telling you that “you have nothing to lose and a whole lot to gain.” The letter conveys the emotional idea that you absolutely can succeed as a copywriter if you pay attention to what the course tells you.

5. User Testimonials – A

Very few sales letters on the Internet or anywhere else can boast 300 testimonials. However, one respectful criticism is in order. When you have a testimonial from Bob Bly on your front page, let neophytes know that Bob is a prolific author and one of the top commercial writers on the planet. They do identify him a bit lower in the letter, but I would like to see them make a bigger deal of the fact that someone like Bob is endorsing this course. I would 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. I’m not saying that they should put in Mr. Blow’s phone number and email address, but those last name initials always make me wonder if it’s a real person. Additionally, what kind of a successful copywriter would shy away from being identified as one?

6. Links to Order Flow – C

Once you get to the end of the letter, palms sweating from the excitement of diving into a new and wildly lucrative profession, you see the “Order Today” section with its four choices: Copywriting, Travel Writing, Resume Writing and Graphic Design Success. You’re ready to plunk down your dough and get started. So you click the appropriate link and… here’s another sales letter about that particular kind of course. The letters are well written and quite convincing, but I view this as “selling after the sale,” something that any good salesperson knows to avoid… whether you’re selling used cars, refrigerators or anything else. There should be “Convinced? Want to order right now?” buttons throughout the landing page. Why make the prospect read any more than he or she needs to before making the decision to buy?

7. Labeling and Language – A

Of course, you would expect that a landing page sales letter that sells a copywriting course would put together a powerful display of language… and they did. No doubt about it… these guys know how to use words.

8. Readability & Content Density – A

This is an extremely readable sales letter. 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… especially if you have an interest in achieving the enviable financial and personal goals they are offering.

9. Content Freshness & Urgency – A

There isn’t much reference to “limited-time offer” urgency in this letter, but maybe that isn’t necessary. Perhaps the urgency here is “How much longer do you want to put off this kind of an opportunity?” or “Why are you still suffering through your crummy job when you could be living the wonderful life of a freelance copywriter?”

10. Load Time – A

Loading time was well within the 15 seconds the Mequoda Scorecard recommends.

11. Aesthetics – B

I would like to see some photos of the various successful graduates of the AWAI program. Not dozens of them, but a few nice, informal, candid portraits would have been comforting to the reader. Or, if the budget could stand the extra expense, a streaming video testimonial or two would have been interesting.

12. Order Options – B

As I mentioned earlier, it would have been nice to give the readers an opportunity to order without going all the way to the bottom of the letter. However, once they get you to the order form, it does the job.

Conclusion

I liked this site a lot. Good writing about an attractive product coupled with a sincere, personal storytelling style…what’s not to like?

Tags: landing page, Landing Page Optimization

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