John Carlton’s Best Ads: Short, Old-As-Dirt “Nice Guy” Finishes First
Let’s count the ”tricks” I pulled out of my bag for this ad: A take-away superscript. (Gone in 11 days.) Instant urgency. Long headline. A compelling “not what you expected” type of headline. This is self-defense …and yet...John Carlton’s Best Ads: We Screwed Up Big Time
Here is a good example of a “lipstick” letter. The reference is to the old comedy routine of coming home with lipstick on your collar — and obviously dire situation that would crush a normal man. But a top – notch salesmen should be able to talk his...John Carlton’s Best Ads: The “Piss Everyone Off and Then Apologize” Letter
Here is the letter I mention in “Kick-Ass Copywriting Secrets” where the personalized headline enraged so many people. I was only trying for a “visceral” connection in the headline — you know, give people’s hot button about vulnerability a gentle rap. Get a reaction.
Boy, did it ever cause a reaction…
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John Carlton’s Best Ads: Black Hawk Down!
I read a lot. And I advise you to read a lot, too. As an old English teacher once told me: Read a book a week. And then, in your spare time, read another one. Non-fiction, and fiction. Newspapers and magazine excerpts don’t count. (One trick I allow myself: At...John Carlton’s Best Ads: Your Personal Invitation
I love to do “personal invitations”. It’s the ultimate use of personalization. You don’t have to make the piece “look” like a real invitation, but you can. I haven’t tested this option, but my gut tells me a little...John Carlton’s Best Ads: 22 Minutes And 17 Seconds
This is one of my favorite examples of a “bonding” letter. By that, I mean there are deliberate elements here that help a targeted audience identify with the information. The cover letter (“Please Read This First”) is from Dr....John Carlton’s Best Ads: The Naked Girls All Laughed Behind The Little Pudgy Guy’s Back…
Most self-defense ads try hard to look tough. Like the product is tough, the talent is tough, even the receptionist answering the phones is tough. Pick up a Black Belt or Soldier of Fortune magazine and check out the attitude of the writing. Tough guys. Grrrr. Sports...John Carlton’s Best Ads: The Human Computer
This letter almost set a record for the shortest time spent as a control at Phillips Publishing (the newsletter giant)… but it wasn’t my fault. They mailed it, it scored a hit with outside lists… and then they decided not to publish the newsletter...John Carlton’s Best Ads: A Special Notice
I always load up my ads with urgency. You never want to let your reader think she has the luxury to put the copy aside and think about the offer. World-class salesmen know that letting the prospect “think about it” will kill the sale. Here is an example of...
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