I first learned the "market test" concept from Jay Abraham. He had convinced a major publisher of financial newsletters to offer a dozen of them for, like, $19. Normally, each subscription would have separately cost as much as $200 or more. So this was giving away...
John Carlton’s Best Ads: The Amazing Secrets Of A Short, Desperate Nerd From Pomona
The book being touted in this ad was written by a nice young Catholic boy who married the first girl he ever kissed. It's true. I couldn't make this stuff up. The client actually had the goods -- he had learned some pretty remarkable insights and tactics in the mating...
Dan Kennedy – The Secrets To Success That Scare Most People Half To Death – Scuttlebutt Sessions
A frank discussion between John Carlton and the amazing Dan Kennedy. John & Dan go way back. They've worked on an infomercial together and have spoken at each others seminars multiple times. You always want to hear what Dan has to say about anything... and in this...
Marketing Hotseat — Defining and Reaching Your Prospect
Today's hot seat features a married couple who are middlemen: They bring real estate investors, buyers, and lending institutions together. They bought into this opportunity. The company is not supporting them as promised, so they are forced to do work...
Kickass Copywriting Crash Course – Your Product is Not Your Product
On the hot seat is Kit, an NLP practitioner who wants to set up seminars in companies to help employees deal with stress. John takes her through the basic setup questions... who is your market, what are you selling (not seminars), what is your back-end? He explains...
John Carlton’s Best Ads: Hyper-Effective Cover Letter #2: I Got a Hole-In-One
One of the biggest mistakes marketers make... is to get tired of their own advertising before the ads are actually dead. Sometimes, they pull ads that are still cooking at peak efficiency. They see the ad every day, they get tired of it, bored with it,...
Copywriting Hotseat – Buying Media and Creating Headlines
There are 2 distinct parts to this hotseat. They start with a discussion of buying and writing newspaper and magazine ads. Ed is selling an ebook for $997. His customer acquisition cost is going up after a year of using this ad campaign. They talk about how to...
John Carlton’s Best Ads: No-Rules Cage Fighter
My clients had roasted the self-defense magazines for years using what we called “down and dirty” print ads — no photos, no graphics, just 3 solid pages of hard-charging copy. Worked like gangbusters, hauling in cash by the barrel load. Then the competition started...
Gary Halbert – The Go To Guy – Scuttlebutt Session
Gary Halbert & John Carlton. THE most requested, notorious and talked-about call in the series. A topic I have never heard any other players discuss publicly -- namely, what it takes to be that guy who can run the whole show. The guy everyone else knows can be...
John Carlton’s Best Ads: The Fifty Bucks Letter
Sometimes we all like to pretend we're not motivated by money. That's fine to believe if you want...but you cannot afford such delusions if you are a marketer. People respond to money at a visceral level They almost never receive money for free, and especially not in...