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 anything. Clients come to me for a “lipstick fix” whenever they really screw up.
My approach is simple: admit the screw-up — in a clever, self-deprecating way that reveals your lovable human frailty — and use it as an opportunity to offer a great new deal. The big secret in copywriting is that most people appreciate honesty (and a good story) so much, they will forgive almost anything… if you give them a plausible reason. Especially if that reason involves a better deal than everyone else gets…
This infamous John Carlton ad... along with many others...
... each accompanied by John's breakdown of the strategies and persuasion techniques that made them so successful...
... are waiting for you right here -> John Carlton's Best Ads… And The Stories Behind Them.
This is one of the world's greatest swipe files, packed full of money-making examples you will apply to your own ads, emails, social media posts, etc.
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