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The Marketing Rebel Team wrote a new post 10 years, 10 months ago
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 […] -
The Marketing Rebel Team wrote a new post 10 years, 10 months ago
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, […] -
The Marketing Rebel Team wrote a new post 10 years, 10 months ago
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 a […] -
The Marketing Rebel Team wrote a new post 10 years, 10 months ago
John Carlton Copywriting Tip – Get Your Prospect's Attention
In this copywriting hot seat, John explains how to attract your prospect’s attention at the start of your copy. Video t […] -
Dave Mitchell posted an update 11 years, 1 month ago · updated 10 years, 11 months ago
Direct mail review please!
These are the first two letters I have for a direct mail sequence for building contractors and trades businesses. The goal is to drive them on-line or to call for a free industry report and then sell a half-day bootcamp on the back end.
First letter will be accompanied with a toy top emphasizing the “momentum” aspect:…Read more
Recent Member Lessons
John Carlton’s Best Ads: Hyper-Effective Cover Letters #1 — My All-Time Favorite Cover Letter
There are two keys to the following cover letter. First is the personalization in the subhead. That alone is a compelling way to engage the reader. Second, though, is a much more subtle tactic. It's disarming, clever, and hits directly at the...
John Carlton’s Best Ads: Short, Old-As-Dirt “Nice Guy” Finishes First
Let's count the ''tricks" I pulled out of my bag for this ad: A take-away superscript. (Gone in 11 days.) Instant urgency. Long headline. A compelling "not what you expected" type of headline. This is self-defense ...and yet we're talking about old short guys in the...
John Carlton’s Best Ads: We Screwed Up Big Time
Here is a good example of a "lipstick" letter. The reference is to the old comedy routine of coming home with lipstick on your collar -- and obviously dire situation that would crush a normal man. But a top – notch salesmen should be able to talk his way out of...
John Carlton’s Best Ads: The “Piss Everyone Off and Then Apologize” Letter
Here is the letter I mention in “Kick-Ass Copywriting Secrets” where the personalized headline enraged so many people. I was only trying for a “visceral” connection in the headline — you know, give people’s hot button about vulnerability a gentle rap. Get a reaction.
Boy, did it ever cause a reaction…
You can check out John Carlton’s “Piss Everyone Off and Then Apologize” ad…
… and some of his other top-grossing ads…
… PLUS, get additional commentary and insights from John on this and many more of his best ads.
Learn the background, insights, structure, a persuasion techniques that went into some of the ads that launched John Carlton into the world of copywriting and advertising legends.
And start applying those same techniques to your own sales copy.
All by joining the Marketing Rebel Insider’s Club today. Click on the link below and try it out for just $1.
Premium Programs
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John Carlton replied
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Hi Dave. Part of this depends on your current relationship with the folks you’re mailing to. If it’s a cold mailing — meaning, they don’t know you from Adam — then you need to establish your credibility more strongly. You’ve written this first draft as if you believe your reader “should” know who you are… a very dangerous assumption. If you…Read more
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Dave Mitchell replied
Great stuff, John. I will take this back and do some rework.
Thanks
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Dave Mitchell replied
OK. Version 3. Am I getting warmer?
Link: https://dl.dropboxusercontent.com/u/35667862/Marketing%20Rebel/Direct%20Mail1%262_PMR_V3.pdf
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John Carlton replied
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Hi Dave. Gosh, it’s refreshing to hear from a guy familiar with old-school direct mail terms like “Johnson Box” (which, to today’s kids, sounds kinda dirty).
Couple of things on the new versions:
1. If you do send “real money” — like stapling a dollar bill to the top of your letter — then do not announce it on the outside envelope.…Read more
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Dave Mitchell replied
Hopefully I am getting close.
I have been working on the report (now calling it a mini e-book) and ready to send out the mailer.
Here is the most recent edit: https://www.dropbox.com/s/3bq4tsafu32nkes/First%20letter%20final%20edits.pdf
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Michael W replied
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Just chiming in here, why not up your bet to “I’ll bet you $250 I can help your business generate more profits. (and here is the first in good faith)” or something along those lines.
Depends on your confidence level, but then (at the risk of sounding crass) you really are “putting your money where your mouth is” and as a business owner this…Read more
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Dave Mitchell replied
Not a bad insight, Michael. Not any different than a money-back guarantee . . .
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John Carlton replied
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All right, Dave. Time to get down to brass tacks.
1. Why are you mailing to these guys? Have you tried to reach them via the Web yet? You’re a rookie at marketing to them, and all rookies need to learn as fast and cheaply as possible if their marketing angles are working or not. Direct mail is great, an overlooked and very effective way to reach…Read more
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Dave Mitchell replied
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Before I go on, Thank You. It’s an honor to be getting insights from a legend.
Here are the brass tacks:
1. I recently did a 30 min seminar for some of the home builders Association and had everyone there give me a card asking for the same ebook that I am offering in the letter. My current clients are about 60% construction and industry clients…Read more
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Dave Mitchell replied
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The “seminar” I did was really a 30 min presentation. I am wanting to get them first into the e-book to get a measure of interest and then use that more “hot” list to get them to a paid half-day seminar. Are there too many steps? Should I just do the direct mail and promote the half-day paid seminar only?
What I thought was so clear is beginning…Read more
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Dave Mitchell replied
Yes – I already have them in the list with follow-up procedures.
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Dave Mitchell replied
The $1 bet is because of the dollar bill I plan to attach to it. . .