Mark Anastasi Interview

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» left by Sam Stauffer from Ohio, US (2 years 80 days ago.)

What was his position on his book, to cure diabetes? We have heard it's a scam.
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» left by Tim from Florida (1 year 216 days ago.)

You mentioned Michael Masterson and his copywriting course some time earlier. I though you'd like to see my long list of things you need to know about that scam.
Here are 24 things you need to know about AWAI and Michael Masterson's Accelerated Six Figure Copywriting Program. It's hard to decide which word best describes this whole scheme. But words that come to mind are fraud, scam, rip off, con, fake or hoax.

1 AWAI is not a school. In fact, they recently got into some legal difficulties with the State of Florida for pretending to be a school. That's why they had to change their name from "institute" to INC.

2 The program is nothing more than a cheap correspondence/home study course. There are no graduates, no diplomas. And after completion, you've gained no credentials or credibility.

3 The critiques they offer to do on your assignments are done by copywriter wannabes, not real talented, professional, accomplished copywriters. They pay these wannabes a lousy $10 for each critique.

4 The company operates out of a dingy little building on a dumpy side street in Delray Beach, Florida. If you ever visited the place, you wouldn't buy anything from them.

5 Most (if not all) of the so-called copywriting experts who answer student's questions are not even copywriters.

6 The promotions they use to sell the course is absolutely bloated with careful omissions, half-truths, lies, distortions, deceptions, selective memories, phony testimonials, exaggerated claims, over-simplifications, forced conclusions, unsubstantiated “facts”, hype, fluff and good old fashioned trickery. It really is a remarkably involved and finely crafted charade that convinces people they can truly earn over $100,000+ a year after taking some poorly written, lame correspondence course or attending a silly 3-day rah-rah “bootcamp”… for a hefty price.

7 The testimonials they use a worthless, many written by people who are paid to speak at AWAI seminars and who have other business dealings with the company. Michael Masterson often uses testimonials from family members (his brother's name recently changed from Justin to Jason, a most curious thing). Many are written by copywriter wannabes who are trying to boost their careers. These are people who have failed as copywriters but are trying to project the image of a winners in the hopes of gaining some recognition. Their claims are completely unsubstantiated and fall in the category of wishful thinking.

8 At AWAI "bootcamps", the so-called job fair is nothing more than a bunch of Michael Masterson's cronies setting up booths and pretending to be interested in AWAI students.

9 The program is so lame that they have to throw in a bunch of "valuable" booklets with revealing "secrets" in an effort to entice you to buy. None of this extra stuff is any better than the course itself which is a poorly written, rudimentary and dumbed-down. The main part of the program is nothing more than a cheap 500 page loose-leaf notebook with a lot of blank pages for you to do your "exercises". The first 150 pages or so include very little learning and a lot of hype about what you're "going to learn." And they use a large font with really wide margins to fill up the pages. It's looks like something a third grader would use.

10 In many ways, the course itself is a continuation of the promotions used to sell it. It is designed to set the stage for additional purchases. You think you are getting an all inclusive course, but then they say you need to know more... at a price.

11 After you buy, AWAI will badger you to death trying to get you to spend more money on their "master's" program, bootcamps, CD's, DVD's, teleconferences, etc. They are quite aggressive about it because they have to squeeze you for all it's worth early, before you figure them out.

12 There is little evidence that the supposedly gifted Michael Masterson can actually write decent copy. Like most of these self-appointed copywriting gurus, he seldom (if ever) seems to actually be practicing his so-called profession. You would think there would be a lot more money in selling "billions" in products and services than in selling a silly, get rich quick copywriting course. And for some strange reason, you never actually get to see any copy that was written by the guy.

13 If AWAI was really cranking out the next generation of big money-making copywriters, and if the program really worked, wouldn't they have trouble retaining their own employees? Wouldn't their employees be constantly leaving for greener, more profitable six-figure copywriting pastures? Either the AWAI staff is made up of stupid or lazy fools, or they don't believe the pile of baloney they are selling.

14 When trying to secure a job as a copywriter, saying you completed the Michael Masterson's Accelerated Six Figure Copywriting Program will only get you laughed at. The real world is looking for real, professional, creative, talented, educated, experienced, proven copywriters who know how to drive sales, not correspondence course graduates.

15 The truth is, AWAI is simply telling you what you want to hear. They say it's fast, it's easy, anybody can do it, there's big money in it, you'll get famous, people will envy your new life, you can live and work anywhere, you don't need writing skills, etc. They even call it retirement. None of this is true. They would probably tell you it cures cancer if they thought they could get away with it.

16 But the scam is so good that some poor souls are into the course for a few years before they realize they've been constantly shelling out money and their careers are still stuck at the starting gate.

17 When negative comments start popping up on the Internet, AWAI has employees, friends and family start posting phony testimonials to offset the bad press.

18 You can buy a $20 book at your local bookstore and get better copywriting instruction than AWAI's $500 program.

19 Michael Masterson uses the same approach with his ezine Early To Rise (ETR). He is constantly selling himself as an expert on everything in an effort to set his readers up for all sorts of "get rich quick", "pie in the sky" products.

20 They like to have you work for free. They will entice you to write a promotion "on spec" with the promise that if they like it, you'll be rewarded in some fashion. Don't fall for it. It's just designed to keep you on the hook for as long as possible. Working for free is not the same thing as a six-figure income.

21 If you've already purchased the copywriting program, don't feel bad. You're no alone. Like I said, it's an effective scam.

22 The guy's real name is Mark Ford. There is no such person as Michael Masterson. And his brother Justin Ford, who is used for testimonials regularly, seems to have an identity crisis. Recently his name has begun appearing as Jason Ford. His sister Denise Ford is also a player in all this (I guess it's a family scam), as is a John Forde who is supposedly no relations.

23 Michael Masterson uses ghost writers to write his books. He assigns different writers to different topics or chapters. More smoke and mirrors.

24 If you still are interested in his goofy copywriting program, it shows up regularly on eBay. Within the last month, 3 have been listed, selling in the $117 - $132 range, but I've seen it sell for a lot less.

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» left by Anonymous (1 year 206 days ago.)
Mark Anastasi had a company that ran seminars selling "marketing" products. Customers paid up, but the goods were never delivered. He "sold" the company.

He left the UK and the customers without their goods. He then bought property overseas. Now trading outside UK.


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» left by Anonymous (1 year 196 days ago.)

HE HAS DISAPPERED
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» left by John Forde from Paris, France (1 year 167 days ago.)
Gee Tim... er... I'm not sure where to start.

It sounds like you've had an experience with the AWAI course that didn't work out. I'm sorry to hear that. I'm not sure addressing all 24 of your points one by one is useful here. Your mind seems made up. But I want to set the record straight on a few things.

First, the course itself isn't a scam. Does it spend some time at the start reselling you on the dream? Absolutely. Because it takes energy and momentum as well as discipline to develop any valuable skill. There's no attempt to deny that, because it would be pointless. Will everyone who takes the course instantly become a copywriter? No. See the prior point. Lots of people buy exercise bikes too and don't use them. Those that do, however, reap the benefits.

As for the course itself, I can tell you I know it intimately. As well as the story behind it. And I don't work for AWAI. About 13 or 14 years ago, Mark came out of early retirement -- around 40 years old with millions he's made as, guess what, a direct mail copywriter who used that skill to launch a successful publishing company of his own -- to become a consultant for a company I worked for. At the time, the company was doing about $20 million per year publishing financial and travel newsletters.

With Mark's recommendations, the company started to grow. We needed more copywriters. So he and the owner of the company, himself a copywriter who became a publisher, started a training program. I was one of the first students. We hired others. And Mark and the other copywriter started converting what they knew into memorable copywriting lessons which they used to teach all of us the ropes. Some 30 or so copywriters have used exactly those lessons to learn the trade. Some failed and went on to other things. Others became extremely successful and continued working within the company, to great reward. Still more broke out on their own and write for other direct mail companies entirely, with great success.

The company, on the back of that growing marketing resource, grew from the $20 milliion per year to, today, about $280 million. All of it, copy driven. And in the meantime, Mark has gone on to launch several more very successful direct mail companies, using those same sound principles of written persuasion.

I've been writing copy myself for 15 years. I still write a great deal for that original company because they have more than enough to keep me busy. And, just like the sales letter for the AWAI course says, it's hard to find enough writers to keep up with the demand. That doesn't mean I haven't had offers from many other marketers to write for them. I just don't have the available time or inclination to turn away from the people that gave me a start in this business. I've been making at least six figures in this, by the way, every year for the last 10 years. Last year, I clocked in around $330,000. I may do about that this year as well, but of course it goes up and down with the responsiveness of the marketplace and the success of the copy I write.

Meanwhile, two of the copywriters who got started in Mark's training program -- Don Mahoney and Paul Hollingshead -- had the initiative, one day, to actualize an idea they got when one day, Mark said in a copywriting meeting, "You guys should be paying US to learn this stuff!"

So that's exactly what Paul and Don did. They set out to build a business around packaging the best of the copywriting principles, and the training program itself, in the way they new best. Which was a course to be sold by mail. They enlisted the help of one of their mentors, Mark, to help create and sell the product. The also asked him to be an investor. And then, to be the primary figure behind it.

Mark knew he'd have to commit to going all out to make it work, which he did. But Mark is not just a copywriter (and by the way, a damn good one). He's from a creative family background (his father was an actor), studied English literature and even taught it at the college level, and back in his idealistic days -- he was in the Peace Corps in Chad -- he wanted to be a fiction writer. He's been published on a small scale and has even won fiction writing awards. For that reason, and for the possibility that someday he might write the novels he wants to write, he chose to preserve his given name for the fiction market, and come up with a pseudonym -- Michael Masterson -- for the copywriting course. He doesn't hide it from students. It often comes out at the seminars, and he only chuckles about it.

Many participants who have taken the course do not follow through. Others try, but never quite get the hang of it. But many... many... have gone on to get jobs writing copy, based solely on what they learned in the course. And using, by the way, the "spec" samples they create as part of the experience. It's awfully hard to learn to write copy if you're not actually writing something. Hence, the spec assignments. If they get used, the writers get paid for them at standard rates. If the copy works, the writer usually walks away with an ongoing list of paying assignments. It might seem like a "scam" if you don't understand the publishing business. But in reality, it's been an excellent foot in the door for people who might otherwise not know where to start.

Does Mark give starts to some of his family members, like Denise and Justin? Absolutely. If you had launched and were currently running about six or so multi-million dollar businesses, wouldn't you? Mark grew up in a rather tough and poor part of New York. He has many brothers and sisters. And his mother passed away while some of them were still rather young. If you've found a way up, wouldn't you want to help others in your family find their way too? I know Justin and Denise well. Both work hard, very hard. And have earned their own merits. Mark wouldn't have it any other way. And, being of the same family, neither would they.

How do I know all this?

Because I'm John Forde. And yes, I'm no relation. I've joked with him in the past that he doesn't spell his name right. We just happen to be two guys of Irish ancestry who's paths happened to cross. And lucky for me.

The rest of your points seem to stem from misunderstandings or a lack of the full details. So I'll just let them rest. Or if you like you can post here and I'll respond to any questions you have.

Like I said, I don't work under Mark anymore. Though I push him plenty for advice, when I get the chance. Honestly, if anything, I think my gratitude for what he and my other mentor have done for me scares him a little. You might still think this is all a scam. You might think I've made all this up. And to that, you're entitled. I'm not writing this here to sell anybody on a contrary position. I'm only posting because, when I stumbled across this message above, I was surprised at its vehemence and it's position, about something I know well and feel is very different from how it's described. And also, because I think it's a point of honor to stick up for a friend.

And, absolutely, I admire what Michael/Mark and that whole crew over there have done for me and for so many other writers looking for a little knowledge and a break in this business, that I hope I can consider them friends.
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» left by Tim from AWAI's Backyard (1 year 114 days ago.)
WELL NOW JOHN FORDE OF IRISH DECENT - YOU FORGOT ONE VERY IMPORTANT PART OF THE STORY - MICHAEL MASTERSON (aka Mark Ford) MAIL FRAUD AND MONEY LAUNDERING!

Want to see a string of newspaper articles chronicling the Feds nailing self proclaimed copywriting guru Michael Masterson (whose real name is Mark Ford) and his history of mail fraud and money laundering?

Go to Goggle News Archives, type in "Mark Ford" fraud. The articles are not current so make sure you go into the archives.

"Ford violated civil mail fraud and money laundering laws" (Miami Herald)

"The government seized $6.6 million from 52 bank accounts in New York and South Florida" controlled by Mark Ford and his associate says the Miami Herald. U.S. Magistrate Ann Vitumec authorized the seizure based in part on an affidavit filed by a U.S. Postal Inspector.

The Palm Beach Post called it a "nationwide fraud".

The Herald also noted "Thousands of complaints from consumers and regulators around the country". The government tried to work out a plan to repay the thousands of people who were scammed.

So, is it any wonder why he changed his name to Michael Masterson? I'm sure it's something Mr. Ford would have like kept buried. There is no mention of it anywhere online... until now. I learned about it from his employees... thank you very much.

And this is the same guy who occasionally writes about the evils of fraud and scams in his ezine Early To Rise (ETR). Guess he outta know a bit about the subject.

Mail fraud and money laundering... and now he wants to sell you a $500 copywriting course? Or some prime ghost town real estate in Nicaragua called Rancho Santana?

AND YOU ADMIRE THE GUY? OR MAYBE IT'S THE SPEAKING FEES YOU GET AT THE AWAI COPYWRITING BOOTCAMPS?

You guys have been sleeping with each other for so long you must have bed sores.

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» left by Anonymous (1 year 69 days ago.)
Gee um er John Forde, it's really interesting how you spell your last name...it's also really interesting that Justin Ford, supposedly one of ETR's "experts" is really John Ford, and that Justin is his middle name. Also of interest is that Marc Charles, also a supposed ETR expert, possesses the same exact name as John "Justin" Ford's Haitian landscaper who cuts the grass at all of his broken down Lake Worth properties...very interesting indeed.........
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» left by Anonymous (1 year 69 days ago.)
Question for you Mr. Forde (interesting way to spell your last name by the way). Wouldn't someone who's been writing copy for as long as you claim have very good writing and grammar skills? Because you don't. Case in point, and I quote,

"We just happen to be two guys of Irish ancestry who's paths happened to cross."

Excuse me, Mr. "Forde", but shouldn't that be "whose"? I'm just saying...
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» left by Anonymous (1 year 64 days ago.)
Justin or Jason or whatever your name is, you should be totally ashamed of yourself writing an ill-written puff piece like that defending your brother.

Comment Edited by SearchWarp See TOS
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» left by Justin Ford from Delray Beach, FL (1 year 61 days ago.)

Anonymous,

You are a liar and a coward. You quibble about names and have no fear of slandering people based on what you don't know. John Forde is a separate person from me. And we didn't collaborate on any of these communications. I have only been alerted to your putrid posts now, by other people. And how could you make an issue of names or spelling, etc. when you are so spineless as to hide behind anonymous?

Please, don't mention my wife or kids or sister.

There are many other points to rebut... I go to great expense to keep my properties in good condition, wherever they are. I am probably one of the most responsible property owners and conscientious landlords you could ever find. But it's so easy for you... hiding behind the coward's shield of anonymity... to launch baseless accusations.

AWAI is a superb organization. The quality of their material is excellent... and their staff is made up of great people who care about their customers and the quality of the product they produce. And I have written very successful copy... copy that is not based on lies, as your post is. So you're not talking to a "wannabe," to use your ridiculous phrase.

Justin Ford

Comment Edited by SearchWarp. See TOS

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» left by Brett from South Florida (1 year 60 days ago.)

Boy, this is getting more interesting by the minute. All I know is the people at AWAI and ETR absolutely hate Justin Ford, but they are stuck with him because his brother is an owner.

Comment edited by SearchWarp. See TOS

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» left by Joseph Carruthers from Dayton, OH (1 year 60 days ago.)
Why do they hate him?
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» left by Brett from South Florida (1 year 58 days ago.)

He's an arrogant know-it-all with zero personal skills. He really annoys those people. He's be digging ditches if his brother didn't cut him so much slack.
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» left by Lee Ferguson from Jacksonville FL (1 year 58 days ago.)
Brett, you're 100% right about Justin...even his rebuttal above shows desperation. A superb organization? Sure it's superb, it allows for you to talk down to people, tell them what to do, and sleep until noon...and all you have to do in return is give some phony testimonials about your brother's "products"! The quality of their material is excellent? Sure it is, you wrote the stuff (and believe me, it is so poorly written you'd think the person who wrote it used English as a second language). It's especially interesting to hear him talk about copy. I know grade schoolers who can write more coherent sentences.

And yes, you can buy the course on Ebay at a deep discount...wonder why???
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