Welcome back to the club!
What’s happening in the Clubhouse
Click here to join the conversation
Latest Activity
-
Alicia Kamm posted an update 9 years, 3 months ago · updated 9 years, 2 months ago
Do you have to be a motor head?
Humor me for a minute. I dont understand the persuasion, the benefit to the prospect the appeal of this coveted Ogivly headline:
“At 60 miles an hour, the loudest noise in this new Rolls-Royce is the electric clock.”
Can we have a discussion, friends? Is it a time thing – as in all the old cars used to sound like…Read more
-
Stan Dahl posted an update 9 years, 3 months ago · updated 9 years, 2 months ago
SWS Coaching Program Update – You’ll get an email with all the details Monday or Tuesday. You’ll have the option of starting coaching right away, waiting a week or so if that works better for you. Sorry for the delays. Had some back-end tech stuff to deal with.
-
Will you and John pop in and out or ever critique any pieces? Just wondering!
-
Alicia – Mark Landstrom, who’s our most experienced SWS Coach, will be you primary instructor.
I think you described what John does. He “pops in”. Mark will have you covered. If John thinks he can add something, he will.
Virginia, Pete, and I pretty much hang here, in The Clubhouse.
In the SWS Classroom, you’ll break your sales message down…Read more
-
-
Daniel Cugliari posted an update 9 years, 2 months ago · updated 9 years, 2 months ago
Infusionsoft Question:
I’ve inherited an autoresponder campaign with around 30-40 separate emails in there.
I assumed that there would be a fairly straightforward way to go into my data and see a comprehensive view of open rates and click rates – but it seems that’s not the case in Infusionsoft.
—-
Am I wrong about this? Is it possible to get…Read more-
Hi Daniel,
I’m not 100% sure what you’re trying to accomplish, so let’s start with what’s simple and move from there.
Look at the Email Broadcasts report. That will show you, for every email blast, how many folks opened & clicked.
(Click data is accurate. Open data is not. That’s true for every email service, not just Infusionsoft.)
If you…Read more
-
Hey Stan! Thanks so much for your response.
That addresses about half of my question. Let me see if I can be more specific:
I like what you said with tagging/interactions in the SWS launch. Seems like a fairly straightforward way to track engagement.
I think the automation links + tagging method will have a lot of use for me in the future.…Read more
-
-
Real world’s a messy place sometimes, ain’t it? 🙂
IS has some good reports. And is missing some I think should be there. I’ve been in the data / reporting game for about 30 years. There will never be an end to the debate on what reports should be provided vs. what should be able to be created by the user vs. what can’t be done now vs. what will…Read more
-
Jesus Christ. I’ve just printed out that response and am going to have to re-read a few times.
More lightbulbs just went off reading your post than I ever had from all the hours of infusionsoft training videos I’ve watched.
—–
I’m glad you said that about open rates – it sounds like open-rates are somewhat ‘consistently inconsistent’, so…Read more
-
-
-
Greg Savant posted an update 9 years, 3 months ago · updated 9 years, 2 months ago
So did the email go out for the latest SWS session?
-
Hi Greg: The email will go out Mon or Tues. Stan just posted an update
-
SWS Registration is open, in case you didn’t get the email:
-
-
Alicia Kamm posted an update 9 years, 3 months ago · updated 9 years, 2 months ago
When the hell is SWS opening up??? Mommy’s got a credit card and I’m jonsing to get started. The course that it, not the payments.
In other news:
1.) Is a copywriter allowed to have a brand? As in a unique identity, a voice? For example, Zig Ziglar had a personality that came through in his writing. He was a Bible Belt do-gooder storytelling…Read more-
Hi Alicia: It should be starting very soon.
-
How often do they run? I might not be able to afford this round, but I’m saving my pennies to get in on the next one
-
Hi Daniel: There is no set schedule. These last 2 years they have been running it a couple of times a year but there is no guarantee that there will even be another class after this one.
-
In that case: May as well strike while the iron is hot.
-
-
-
-
Email should go out today. Tested a new checkout process for PayPal that did not go to plan. That cost us several days. All is well now. Emails to follow…
-
-
Well said, Dan. 🙂
I just posted an update on SWS Coaching. Good news is you’ll be able to dive in next week.
-
Sweet! Looking forward to it.
-
-
-
-
Hey Alicia, yes, a copywriter can and should have a story, when she’s selling her services as a copywriter (in that copy). Not, of course, in the copy she writes for others. John definitely has a story that he communicates. Goes something like, “I was a really bad employee ’cause I was not into listening to others idiotic demands on me. I…Read more
-
Gotchya, that’s great. Everyone has a story. Just wondering how much of that “voice” can be infused into copy. Thanks for elaborating!
-
-
SWS is open, in case you didn’t get the email
-
Recent Member Lessons
John Carlton’s Best Ads: Riding Buck Naked on a Clapped-Out 2 Stroke!
Every so often, one of my clients decides to go cause trouble in a completely new field. The following ad appeared in a niche magazine recently, and caused shock waves throughout the industry. Just like we intended. Most markets out there have never seen this type of...
John Carlton’s Best Ads: Secrets Revealed
Every market in existence has inside secrets. Yes, even yours, no matter what business you're in. There are secrets to French cooking, carpentry, scoring high in math tests, playing piano and becoming an astronaut. Also cleaning carpets, battling weeds in your garden,...
John Carlton’s Best Ads: Pithify Your Pitch
Here is a good example of a simple way to organize a sales message that has multiple parts to it. If I'd tried to tell a story incorporating all these points, the letter would have ended up 16 pages long. I write long copy, but not if the same thing can be said in a...
John Carlton’s Best Ads: Hyper-Effective Cover Letter #5 — Barbara, My Long-Suffering Secretary
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, their spouse is...
Premium Programs
Platinum Mastermind
The Simple Writing System
Enter The Clubhouse
Kick-Ass Copywriting
Carlton Swipe Files
The Freelance Course
It means it’s SUPER quiet inside the car – as a car clock hardly makes any noise. And that’s what you want when you’re into luxury cars. A quiet and relaxed ride.
So it really is just all about how quiet the car is? And that’s THAT big of a deal? I guess we take that for granted now!!
No its because it signals a wide variety of other features about the car. To be super quiet requires precision engineering, high quality parts, and very good craftsmanship. Why is the car so quiet? Because it is built very well.
But all about features and leading with product features is not the salesman’s typical road from persuasion to wallet. Benefits to the prospect is what we’re learning that it’s all about…
I’ve also wondered about this ad being very feature. But, us guys are always talking with each other about features when it comes to cars, trucks and motorbikes. For example when guys are talking about a really fast car, performance features such as the 0-60mph time is extremely important. Also important is any cutting edge engineering.
WATCH THIS VIDEO FROM END TO END: https://www.youtube.com/watch?v=FdxbysUSSAM
Rolls Royce advertising is not for ‘us’.
This car isn’t a Hyundai or a Ford Mondeo being marketed to middle-class Americans who live in the suburbs.
This is appealing to ‘those’ people who relish luxury. Richer than they know what to do with, constantly looking for t…Read more
People who buy Rolls Royces buy ‘automobiles’. Not cars.
People who buy $1million watches buy ‘timepieces’ – not watches.
—
To me it seems like there’s a *language of luxury* that gets used when marketing to the ultra rich
I don’t know how old the ad is. But I guess it’s some 30 or 40 years old. Cars have evolved a lot since.
And remember: it’s a headline. It’s there to get you into the copy where you learn about all the other benefits.
But of course the sound of a car tells a lot about the built quality and craftmanship – like Philip already mentioned.
Maybe it’s…Read more
It’s over sixty years old. You have to get beyond the literal stuff with ads that old — the value isn’t in “would it work today?” but in how he gauged the Zeitgeist of the time, and found the right tone and specifics.
The key: Specifics. In may ways, we’re more hip today than folks were back then… and in many other ways, we’re more clueless.…Read more
John – thanks for setting this discussion into the right perspective. And for even taking it a step further.
Getting to know my audience seems to be the most difficult part in the marketing process, because it’s beyond tactics and strategies.
Even though I’m part of my audience myself I’m still discovering new aspects of their deepest wishes and…Read more
The headline communicates the features and benefits beautifully. The market for the Rolls Royce is someone who wants to feel set apart from the rest and in the envious observing eye of the rest. The silence exemplifies precision craftsmanship, as others have noted. But, it also says that the driver is on full exhibit to the rest of the world and…Read more
This is very helpful, Samuel. Thank you!
Samuel – thanks for sharing your thoughts and insights. It makes a lot more sense with the “insulation from the rest of the world” aspect.
Gary Halbert got straight to the point about the Rolls Royce Benefits:
‘A Rolls Royce is different. It is more than just a car, it is a legend. When you drive one, everybody knows you are special.You are admired by women and envied by men. Quite frankly, there is nothing else in the entire world that will give you the instant status as sitting…Read more
I think another reason why this ad worked so well is that Ogilvy went beyond the ‘normal’ benefits: He didn’t just talk about the engine or how fast it can go (which, I suppose other ads were doing). Rather, he went DEEP into the benefits and picked out one that was not discussed at the time. I think, sometimes, it’s not exactly *what* is said but…Read more
To me it’s a very clever way of telling you something about the essential nature/quality of the car without getting “techy”.