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The Marketing Rebel Team wrote a new post 3 months, 4 weeks ago
John Carlton's Best Ads: So Why Does a Famous Doctor Urgently Need To Speak With You?I still don’t know why Rodale came to me for a letter to the burgeoning Christian health market. I was the guy who wrote their “sex” letters, and […]
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Max Robertson posted an update 4 months, 2 weeks ago · updated 4 months ago
Hey, have a couple questions about where to put a main key discovery story of my clients USP.
We have a book landing page (low ticket), course page (mid ticket) and 1-1 coaching page (high ticket).
Should this story be in all sales pages after the book landing page (front end) if majority of visitors are in “her world” through emails, blogs…Read more
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The Marketing Rebel Team wrote a new post 4 months ago
Give Something AwayThis aspect of immutable human nature deserves a chapter all to itself: the desire to get something for nothing. Entire businesses have been built […]
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The Marketing Rebel Team wrote a new post 4 months ago
John Carlton's Best Ads: 20 Dollars From My Own PocketGet all of John Carlton’s most successful ads here >> John Carlton’s Best Ads… and The Stories Behind Them Bodybuilders are among the most […]
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The Marketing Rebel Team wrote a new post 4 months, 2 weeks ago
Transform Your Copy Using the Power of Hypnotic WritingIn this conversation, David interviews Joe Vitale, an accomplished author, marketing consultant, and self-help guru known for his best-selling […]
Recent Member Lessons
License to Steal – The Only Sex Book You Will Ever Admit to Buying
In this video John Carlton discusses his letter for a major publisher for a book on human sexuality. The video begins with an outline of the seminar, brief introductions of the participants, and moves on to discuss how this letter has been reused in many other markets. The discussion includes structuring headlines, using bullets, and working with clients.
License to Steal: The Nickel Letter
In this video John Carlton discusses using money attached to a letter to both enhance the story behind a product and capture a prospect’s attention. The topics include using personalization, sales detective work, finding the story behind a product, the use of guarantees, and the contrarian perspective.
License to Steal: The Amazing Discovery
This video is a discussion of a golf sales letter. The topics include how to define and create a “hook” for a product, writing headlines, and using bullets to reinforce the benefits of a product.
License to Steal: One-Legged Golfer
This video is an overview of John Carlton’s famous “One Legged Golfer” sales letter. The topics discussed include getting the story behind a product, the definition of a “control” in copywriting, bonding with your audience, and the use of time limits and other take away strategies.
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David Deutsch replied
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Max, I think your instinct is correct: You don’t want to be redundant about the story, and — if it doesn’t make things unnecessarily complex — you want to customize to their level of awareness and place in the funnel.
You can divide the story(in one place you tell one part, in one place you tell another).
Or you can tell the main story in one…Read more
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Max Robertson replied
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Thank you very much David.
Expanding then on this conversation…
If they are coming to a 1-1 coaching sales page as a customer whose bought my clients $497 course and/or read her book and been on the email list for months receiving value.
What type of headline/lead would be best to think about here (taking into account their awareness levels…Read more
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David Deutsch replied
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Max, don’t overthink it.
Use Eugene Schwartz as a guide — agitate problems or whatever if needed.
But try different headlines. Don’t worry so much about what might or might not work in theory.
Better to spend the time coming up with headlines in each category and see how they feel to you, how you would react if you were the…Read more