Most copywriters try to be all things to all people. The most successful, though, are specialists. They spend a lot of time in one niche, and have a leg up on everyone else because they know the market better than the competition. In the Action...
John Carlton Copywriting Tips: Use This Word Sparingly
John Carlton gives an example of a word which must be used sparingly in an ad. It just fills up space. This hot seat is for Brian, who wrote a letter to launch an online product. He talks about using the word "that" in copy. Video Transcript: John...reading the copy:...
John Carlton: Increase Your Awareness of Your Surroundings
John Carlton discloses a process he has used for many years to heighten his sensitivity to his surroundings and really be aware of what is going on around him. John's comments: This is an exercise that I started doing when I wanted to start expanding myself. I'm going...
John Carlton Copywriting Tips: Selling From Your Heels
John Carlton discusses selling from your heels during a marketing hot seat. John's comments: Selling from their heels is what most people do. They can get somebody up on the fence, get them to say "wow that's a pretty good product that you have there, maybe I should...
John Carlton Marketing Tips: How to Name Your Product
Naming products is a function of lining up your benefits and your features. It is kind of like that way you come down on headlines. John's comments: You have to decide what is going to work in your market. I brought up things like “kiss your face” and “gee, your hair...
How to Get MRIC Emails to go to Your Primary Gmail Inbox
If you use Gmail you have probably been exposed to their latest efforts to sheild you from those "wascally" marketers who are doing their best to separate you from your money. You have probably been switched (upgraded?) to their new system of sorting incoming email....
John Carlton Marketing Tips: What is a Hot Prospect Worth?
John Carlton asks how to determine what a hot prospect is worth. How much you can pay for a ready-to-buy lead: John's comments: Are you doing any type of tell-a-friend type of thing? Are you encouraging people to tell their neighbors or their relatives about this?...