In this marketing hot seat John Carlton explains how to use photos in copy. The picture must earn its place, and it depends on if you are branding yourself. Their conversation: Lorrie: I am told that if I don’t have my picture identifying who is holding this… John: ...
John Carlton Marketing Tip: How to Present Your Product
In this marketing hotseat, John Carlton explains the best way to present a product so people will want it. It must add value and be unique. Not cookie cutter, Ben: ...that for $5.997 I am giving you a franchise around a mastermind. David G.: So, you're giving me a...
John Carlton Marketing Tips: How to Beat the System
In this marketing hotseat, John Carlton and Harlan Kilstein explain how to find out what's really working if your company doesn't give you the sales support that they promised. Their comments: Harlan: you're in a system that's very much like a system I...
John Carlton Copywriting Tip: Get Started Writing by Reading
In this clip from a marketing John Carlton and Harlan Kilstein say that in order to get good at writing copy you have to do a lot of reading. Read critically and find out which pieces resonate with you. See what the great copywriters in your niche are doing. ...
John Carlton Marketing Tips: How to Get Into a New Market
Eva is a marketing consultant who wants to consult with geothermal companies. Â Her passion is renewable energy but the market is just emerging and she wants to know how to plant her flag. John's advice: When you start breaking this down, the fact that...
John Carlton Marketing Tips: Make your words count
In this marketing hot seat, John Carlton tells how he examines the words he uses in his copy. Which words can be replaced, which ones should be eliminated. His comments: But, the words here, like "end"...the word "end" is what might get the attention of the alphabet...
John Carlton Copywriting Tips: Does Your Prospect Know What You Do?
Gary sells and installs precast concrete steps. During this marketing hot seat, John talks to him about making sure his prospects had a reason to buy from him. John's comments: It's the "I didn't know anybody did this" problem. And when you're in a business, you're...
John Carlton Copywriting Tips: Copywriting for Adwords
This hot seat is for Jim Curley, who is an established marketer. He wants to improve his adwords campaign for a product that teaches how to airbrush a motorcycle. Â The expert has painted bikes for some very famous people. John Carlton and Harlan Kilstein...
John Carlton Marketing Tips: A Good Copywriter is a Consultant
In this marketing hotseat, John explains that a good copywriter is a marketing consultant, not just a vendor. Â A vendor competes solely on price, and doesn't set himself off from the competition. Â A consultant adds a lot of value to the transaction. Â He can command a...
John Carlton Copywriting Tips: The Snarling Beast Mindset
In this excerpt from a copywriting sweatshop, John Carlton talks about his snarling beast mindset...how he attacks the computer with a vengeance and a "take no prisoners" approach to put excitement into his writing and make it as compelling and effective has he can....