John Carlton’s Best Ads: The Amazing Secrets Of A Short, Desperate Nerd From Pomona
The book being touted in this ad was written by a nice young Catholic boy who married the first girl he ever kissed. It’s true. I couldn’t make this stuff up. The client actually had the goods — he had learned some pretty remarkable insights and...Forget Big Promises—Learn What Really Makes People Believe!
In this video clip, David Deutsch says that it’s not enough to just make big promises. People believe when there is proof, but proof can be more than facts and studies—it can also be common sense or things people already understand. Like a jury that believes the...John Carlton’s Best Ads: Hyper-Effective Cover Letter #2: I Got a Hole-In-One
One of the biggest mistakes marketers make… is to get tired of their own advertising before the ads are actually dead. Sometimes, they pull ads that are still cooking at peak efficiency. They see the ad every day, they get tired of it, bored with it,...John Carlton’s Best Ads: The Fifty Bucks Letter
Sometimes we all like to pretend we’re not motivated by money. That’s fine to believe if you want…but you cannot afford such delusions if you are a marketer. People respond to money at a visceral level They almost never receive money for free, and...John Carlton’s Best Ads: Hyper-Effective Cover Letters #1 — My All-Time Favorite Cover Letter
There are two keys to the following cover letter. First is the personalization in the subhead. That alone is a compelling way to engage the reader. Second, though, is a much more subtle tactic. It’s disarming, clever, and hits directly at the...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…
You can check out John Carlton’s “Piss Everyone Off and Then Apologize” ad…
… and some of his other top-grossing ads…
… PLUS, get additional commentary and insights from John on this and many more of his best ads.
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