Carlton shows how to write bullet phrases to sell your product or service. This is point 5 of his Simple Writing System. His comments: OK? That could be a headline. But, as Tony said, using a “how to” headline is a breakthrough for most people…or a bullet, a “how...
Simple Writing System : Craft an Overwhelming Offer
John Carlton explains how the elements of an offer overcome any reluctance on the part of your client or buyer. This is point 13 of John's Simple Writing System. His comments: What you need here is more like bargain, more than fair price, outrageous value. You can’t...
John Carlton on Copywriting: Unique Sales Position
John Carlton shows how to find your best "unique selling position" to successfully go up against stiff competition. His comments: Your USP should be a pithy little, maximum 2 sentence paragraph (preferably one sentence). What is it that makes you different? What are...
John Carlton on Copywriting: Tiny’s Panhead Harley
John Carlton shows how basic street-level salesmanship can help you quickly bond with even hostile audiences. His comments: This is a good example of shallow knowledge. I was in a bar in Virginia City during biker week. They have them quite frequently. Bikers come in...
John Carlton on Copywriting: Guarantees and Returns
John Carlton explains the benefits of a great guarantee and return policy. His comments: Remember what the guarantee does it knocks fence sitters off. Because in most of your markets you have to be dealing with a rabid element, and it better be the majority of your...
John Carlton on Copywriting: Golf With Bad Clubs
John Carlton explains how the best in a field uses fewer tools. His comments: And it wasn't a retro thing he was talking about. He was talking about all the pros he knew only had a few tools. It was the rookies that had all the big stuff. It's kind of like golf. You...
John Carlton on Copywriting: Control In Copywriting
John Carlton explains how high-paid professional copywriters compete to have the "winning" ad for large clients. John's comments: Dave asked a question earlier, and, just to clarify, he asked what a control was. It's a question that could easily get left by the...
John Carlton on Copywriting: The Company Line
John Carlton explains why knowing 'the company line' is not enough to market a product successfully. You have to dig down to the real reasons people buy. His comments: In the detective work you do, you must get past the company line. As a freelancer, I know that the...
Mike Koenigs: Associate With Success
In an excerpt from the Action Seminar, Mike Koenigs describes how to succeed in business by helping other successful businesses. His comments: Here’s the next tip. I call it standing on the shoulders of giants. In a way, that is what Vivian did. She associated her...
John Carlton on Copywriting: What Makes a Bad Ad
John Carlton discusses the qualities of a poorly written advertisement, and shows how every ad contains a story. His comments: The reason we want to talk about story is not so much that it is that every ad has to have a story/ I write a lot of ads that are stories,...