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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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. ...