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John Carlton explains why knowing ‘the company line’ is not enough to market a product successfully. You have to dig down to the real reasons people buy. His comments: In the detective work ...
In an excerpt from the Action Seminar, Mike Koenigs describes how to succeed in business by helping other successful businesses. His comments: Here’s the next tip. I call it standing on the shoulders ...
John Carlton discusses the qualities of a poorly written advertisement, and shows how every ad contains a story. His comments: The reason we want to talk about story is not so much that ...
John Carlton explains the difference between a product’s features and benefits, and why you need to know the difference. Does anyone not know the difference between features and benefits? I will explain it ...
In this clip from his Simple Writing System course, John Carlton leads students through the creation of their basic sales message, the key to marketing their product or service. His comments: Dan: Hi, ...
In this clip from his Simple Writing System course, John Carlton helps his students understand what they are really selling is not the physical product. It is the benefits of using the product. This ...
In this clip from his Simple Writing System course, John Carlton discusses how defining a product or service is essential in marketing, and how cliches can work either for or against a seller. His ...
In this clip from his Simple Writing System course, John Carlton talks about the psychology of selling. Selling is an inherently hostile act, even if what you are selling is perfectly suited to the ...
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