CWSS2-John-Carlton2In this copywriting hotseat John Carlton explains how to become the one that people go to for advice (and to buy products).

John’s comments:

Copywriting Tips: I want you to get this. The offer is “Who you are”. It is the biggest part of your USP, and this is where most people screw it up. You have to be aggressive but not offensive. It is the essence of the Go-To-Guy. I keep talking about being the Go-To-Guy. Be that guy your reader needs you to be to trust you enough to take the action you want him to take.

It sounds kind of complex, but it is really not. If I need my plumbing fixed…my sink has exploded…I need you to be the plumber that is going to show up on time, with a truck that says “Joe’s Plumbing”, with a tool kit. I don’t need you to show up in a clown costume, with some shuck and jive that you are really a plumber but you are a clown on the side and you just came from a kid’s party or something like that. I don’t want to hear that stuff. I want you to be that guy, and it really is that basic.

Before you get down to the nuts and bolts of price, delivery system, how soon it is going to arrive, whether it is an ebook or something that you will mail, all that stuff, it is all about who you are.

So, think about you with this offer…who are you? Who are you in this person’s life? You have come out of nowhere, you have presented yourself as an intrusion in the guy’s life. You are at first a distraction and you want to move into some kind of a bonded relationship, Some kind of thing where you are now a resource.

The Go-To-Guy is a resource. It may be that if Scott helps me with my debt consolidation, I may call Scott when I have a legal problem. And I would say “Scott, I know you are not a lawyer, but do you know a lawyer I could call because I am getting a divorce (or something). I do that because you are a go-to-guy. And, of course, the next time I run up my Master Card over the levels I will go back to Scott.

So, who are you? And, who do you think you are? Get straight on that. You are the offer.


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