In this copywriting hot seat John Carlton shows how to hit the reader right between the eyes--hit what he calls his passionate sweet spot. Click on the arrow to play: John's advice: When you are doing your sales detection work, think in terms of the money shot.  I...

In this copywriting hotseat John Carlton shows how to start with the basic guarantee and use attitude to improve the offer. John's comments: John: What's the actual offer? Stan: To buy the book for $27… John: Buy with confidence. For the next 90 days, if for any...

In this copywriting hotseat John Carlton reminds us that we do not know how our prospect thinks or feels. We should not say we do. John's comments: What do you think about that first sentence? Tell me what you think I think about that first sentence. Come on... We are...

In this video clip, John explains how to get a great testimonial. How to use sales detective work to get the real story behind what starts out as a fairly blase tale: He is speaking with Lorrie Morgan-Ferraro, a well-known copywriter, about a coaching course she is...

It can be tough to get your direct mail past the receptionist or another gatekeeper when you are trying to contact a professional or executive-level prospect. In this copywriting hot seat, John gives some tips on how to get your mail into the hands of the person you...

Stan Dahl gives advice on how to set a starting point for tracking your results. Stan's comments: You've obviously got a lot of ideas; you're not going to try them all next week. The only advice I would give you is to set up some type of template to start tracking...

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?...

John critiques a headline that has a lot of stuff jammed into it.  The letter is for a practice development product for dentists. Headline:  "Who else wants to discover the magical secrets of earning an extra $39,821 as a dentist in the next 17 days... While working...

In this video clip, John Carlton puts a financial consultant on the hot seat and helps him define the niche for a new ebook. John's advice: You're not going to be the uber-financial guy, and that's not a good thing to be.  What was that financial guy's name...Cramer?...

In this clip, taken from a Copywriting Hotseat, John talks about how to call out to your prospect at the beginning of a sales letter, and tells when it may not be necessary... John Carlton’s hot seat is for Scott, who is selling a package that shows people how to get...