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 ...

The Action Seminar is all about taking action, and John Carlton kicks it off with a discussion about how to set and reach goals–business and personal goals. John’s comments: I want to talk ...

In this copywriting hotseat John Carlton says that in order to create effective headlines, think in terms of three benefits. John’s comments: When you are thinking about headlines (this is something I notice ...

John Carlton and the attendees of his marketing hot seat talk about creating a newsletter to help develop credibility. I think it might be a good idea to start a printed newsletter that ...

John Carlton gives an analogy to explain the value of testimonials in adding credibility to your message: John’s comments: I want you to as if it is you and one person sitting down. ...

In this marketing hot seat, John Carlton tells how to break into a market with a big splash. It was a technique used by Robert Allen, Jay Abraham, other top marketers. His comments: ...

In this copywriting hotseat John Carlton discloses some simple steps we can take to develop a story in our copy: John’s advice: When we talk about stories that have a visceral impact, I ...