John Carlton explains the difference between a product's features and benefits, and why you need to know the difference. Does anyone not know the difference between features and benefits? I will explain it very briefly, but does anyone not know the difference? A...
John Carlton Marketing Secrets: How to Create Your Sales Message
In this clip from his Simple Writing System course, John Carlton leads students through the creation of their basic sales message, the key to marketing their product or service. His comments: Dan: Hi, I’m Dan Ritchey and I am CEO of XX Marketing Services. We are a...
John Carlton Marketing Tips – What you are selling
In this clip from his Simple Writing System course, John Carlton helps his students understand what they are really selling is not the physical product. It is the benefits of using the product. This is a part of the Simple Writing System. John's comments: What most...
Marketing Tips: How to Define Your Product
In this clip from his Simple Writing System course, John Carlton discusses how defining a product or service is essential in marketing, and how cliches can work either for or against a seller. His comments: John: Let’s hear what you wrote. Let’s get right down to...
Simple Writing System: Closing the Sale
In this clip from his Simple Writing System course, John Carlton talks about the psychology of selling. Selling is an inherently hostile act, even if what you are selling is perfectly suited to the buyer’s wants and needs. His comments: One of the hardest things to...
Simple Writing System: Sell the Benefits 2
In this video clip, John Carlton explains the difference between features and benefits for marketing a product or service. This is point 4 of his Simple Writing System. His comments: When you think about benefits, think about things like feeding the greedy animal...
Simple Writing System: Sell the Benefits 1
In this video clip, John Carlton explains the difference between features and benefits for marketing a product or service. This is lesson #4 of his Simple Writing System. You can watch "Sell the Benefits part 2" by clicking here. His comments: And, again, people often...
John Carlton Marketing Tips: How to Market a Seminar
Jason is writing copy to sell a seminar, and is looking for advice. John and Lorrie offer their experience: Jason: So, does anyone have any tips on selling seminars? And the difficulties? Lorrie: I work with guys that already have a high profile, like Mark Victor...
John Carlton Marketing Tips: How to optimize the 80/20 rule
In this marketing hot seat, John Carlton emphasizes the importance of focusing on customers who have already bought from you. Not the ones who order and don't open the stuff after it arrives. His comments: When you're dealing with that 80/20 rule, a lot of people come...
John Carlton Marketing Tips: Your Money is in the Ether
In this marketing hotseat, John Carlton gives some great mindset information, about how to think about your prospects and what you are selling to them. His comments: Look...I just realized what the whole problem is, and it is the same problem with Lisa and a couple of...