John Carlton gives an analogy to explain the value of testimonials in adding credibility to your message: John's comments: I want you to as if it is you and one person sitting down. Now, most people, most writers, make the huge mistake of thinking the guy is going to...

In this marketing hot seat, John Carlton tells how to break into a market with a big splash. It was a technique used by Robert Allen, Jay Abraham, other top marketers. His comments: I think about "what would Jay do", "what would Gary have done", things like that. What...

In this copywriting hotseat John Carlton discloses some simple steps we can take to develop a story in our copy: John's advice: When we talk about stories that have a visceral impact, I want you to all become that uncle that has a story to tell on Thanksgiving. The...

In this copywriting hotseat John Carlton shows how to dig down and turn a boring testimonial into one which will sell your prospects. John's comments: When you get testimonials, first of all you have to get aggressive about it. You can't count on happy people writing...

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...