Most copy doesn’t fail because it’s wrong… it fails because it sounds like everything else. Same words. Same promises. Same tired phrases that people have seen a thousand times before. And when your message blends in like that, it gets ignored—no matter how good your offer actually is.
In this hot seat clip, John Carlton zeroes in on a real example and starts pulling it apart piece by piece. As he digs into the language, you’ll start to see exactly where things go off track—and why small word choices can quietly kill your results. Once you notice it, you won’t be able to unsee it.
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Stan Dahl & The Marketing Rebel Team