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In this copywriting hotseat John Carlton discloses some simple steps we can take to become better storytellers. John’s comments: The secret (to becoming a better storyteller) is reading. I am a reader. The ...
John Carlton discusses the importance of using clear concise language in copy and stresses the value of understanding the basics. He mentions the original Elements of Style, by William Strunk. You can access ...
John Carlton critiques a letter to business owners, and discusses the short memories of prospects and customers. John’s comments: When you refer from somewhere else, you often want to let them know what ...
In this clip, John Carlton tells the best way to get into the female mind and figure out how to write to women. John’s comments: By the way, women read a lot more ...
In this clip from a marketing hotseat, John Carlton explains how to define your paradigm and determine whether it’s working or not. John’s comments: You have to do a paradigm breakdown. Halbert called ...
John Carlton’s Marketing Hotseat is for Greig, a corporate recruiter who is selling a product that shows people how to find jobs for their friends. John’s comments: You don’t have to get really ...
John Carlton’s hot seat is for Jack. He is a lawyer who wrote a letter for a client, a doctor who is creating a franchise system to sell a natural product that gives ...
Naming products is a function of lining up your benefits and your features. It is kind of like that way you come down on headlines. John’s comments: You have to decide what is ...
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