The Writing Course That Changed My Life
Taught Me How Writing Could Be Like Printing Money — Legally!
In 2012, three years into my recovery and sobriety, and after months of hemming and hawing, I took the plunge. I enrolled in AWAI’s Accelerated Program for Six-Figure Copywriting. It wasn’t an easy decision. My bank balance was scraping the bottom, and the investment felt huge. But something in me whispered, This could be your shot.
Spoiler alert—it was.
Even if you’re not a copywriter…
… and have no interest in becoming one, stick with me. Some of what I’m about to share can be just as useful for writing your Substack newsletters or Notes.
For those unfamiliar, AWAI’s program is considered the gold standard for aspiring copywriters. It’s not just a course; it’s a masterclass in persuasive communication. And while they teach you how to sell with words, many of the lessons apply to crafting any message that needs to resonate with an audience.
Here are the key takeaways I still carry with me over a decade later:
1. The Power of the USP (Unique Selling Proposition)
Every product, service, or idea needs a clear, compelling USP. Without it, you’re just another voice in a crowded room. AWAI covers this thoroughly, but the definition that sticks with me most is from direct-response marketing genius Dan S. Kennedy. According to Kennedy the USP must answer the following question:
"Why should I, your perfect prospect, choose to do business with you… Over every other option available in the marketplace… Including doing it myself, going with a competitor, or doing nothing at all?”
Kennedy’s words are a gut check for anyone trying to stand out, whether you’re selling a product, pitching an idea, or even just building your Substack audience. What’s your USP? Why should someone read your newsletter instead of the thousands of others?
2. Headlines Make or Break You
Your headline is where the magic happens—or doesn’t. AWAI dedicates a good chunk of time to mastering headlines that grab attention and compel action. Whether you’re selling a product or trying to get someone to open your email, this lesson is gold. If the headline doesn’t hook them, the rest of your copy won’t matter.
3. Write Like You Speak
This was a lightbulb moment for me. Forget the fancy jargon or corporate-speak. Write as if you’re having a conversation with one person. This principle transformed not just my writing, but my approach to communication in general. And it’s a killer tip for writing newsletters.
4. Sell the Benefits, Not the Features
Here’s the truth: people don’t care about features. They care about what those features do for them. AWAI teaches you to dig deep into the benefits and make them irresistible. It’s a shift in mindset that’s as useful for pitching a Substack post as it is for selling a product.
5. The Importance of Research
Great writing starts with great research. AWAI emphasizes becoming an expert on whatever you’re selling—or writing about. Know the subject, know your audience, and tailor your message accordingly. Lazy research leads to lazy writing.
6. How to Build a (Thriving) Freelance Career
The course doesn’t just teach writing. It shows you how to land clients, set fees, and build a sustainable business. For someone like me — starting with nothing — this was invaluable.
Why It Was Worth Every Cent
When I bought the course, I was terrified. What if I failed? What if it was a scam? But I gave it everything I had. And it paid off — not overnight, but step by step.
That course didn’t just teach me copywriting. It taught me how to believe in myself and invest in my future. It was a gamble, sure, but one of the smartest risks I’ve ever taken.
So, if you’re standing where I was in 2012 — nervous, broke, and unsure — here’s my advice: Take the leap. You don’t need to have it all figured out. Just start.
Because sometimes, that next step isn’t just a move forward. It’s a bridge to a whole new life.
Until next time,
Mike Searles
OLD MAN MENTOR
P.S. Are courses like this still relevant in the age of AI writing apps? Absolutely. While AI can churn out decent content, it struggles with the nuances of true persuasive writing. AI doesn’t understand emotion — it mimics it. It can’t tap into the human experience, read between the lines, or write with the kind of authenticity and connection that makes people take action.
The principles I learned from AWAI — like writing conversationally, appealing to emotion, and crafting a killer USP — are things no algorithm has mastered. So, while AI might assist, it’ll never replace the unique touch of a human who truly gets what makes people tick.
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