John Carlton discusses the importance of using clear concise language in copy and stresses the value of understanding the basics. He mentions the original Elements of Style, by William Strunk. You can access a copy of that here. John's comments: John: What did you...
John Carlton Copywriting Tips: Plug the Leaks in Your Funnel
John Carlton critiques a letter to business owners, and discusses the short memories of prospects and customers. John's comments: When you refer from somewhere else, you often want to let them know what you are referring to. Let's expand this a bit. If you're writing...
John Carlton Copywriting Tips: Learn How to Write to Women
In this clip, John Carlton tells the best way to get into the female mind and figure out how to write to women. John's comments: By the way, women read a lot more than men do. So, when you're going to a female audience, and this is important for everybody, unless...
John Carlton Marketing Tips: Is Your Paradigm Working
In this clip from a marketing hotseat, John Carlton explains how to define your paradigm and determine whether it's working or not. John's comments: You have to do a paradigm breakdown. Halbert called the image suicide and it affects a lot of things. You have to sit...
John Carlton Marketing Tips: Produce Quick Front End Product
John Carlton's Marketing Hotseat is for Greig, a corporate recruiter who is selling a product that shows people how to find jobs for their friends. John's comments: You don't have to get really super involved with this you can...have the whole thing set up. You can...
John Carlton Copywriting Tips: How to Start Writing a Sales Letter
John Carlton's hot seat is for Jack. He is a lawyer who wrote a letter for a client, a doctor who is creating a franchise system to sell a natural product that gives people more energy. In this clip, John tells him how to get started writing a letter. John's advice:...
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...
John Carlton: How to Set and Reach Realistic Goals
The Action Seminar is all about taking action, and John Carlton kicks it off with a discussion about how to set and reach goals--business and personal goals. John's comments: I want to talk about breaking things down. One of the things you do... let's talk about...how...
John Carlton Copy Tips: Headline Tip #1: Think in Terms of Three
In this copywriting hotseat John Carlton says that in order to create effective headlines, think in terms of three benefits. John's comments: When you are thinking about headlines (this is something I notice a lot in copy that I review), this is not a hard-and-fast...
John Carlton Marketing Tips: Create a Newsletter
John Carlton and the attendees of his marketing hot seat talk about creating a newsletter to help develop credibility. I think it might be a good idea to start a printed newsletter that you send out to these people. That establishes you with something in the mail that...