In this copywriting hotseat John Carlton shows how to start with the basic guarantee and use attitude to improve the offer. John’s comments: John: What’s the actual offer? Stan: To buy the book ...

In this copywriting hotseat John Carlton reminds us that we do not know how our prospect thinks or feels. We should not say we do. John’s comments: What do you think about that ...

In this video clip, John explains how to get a great testimonial. How to use sales detective work to get the real story behind what starts out as a fairly blase tale: He ...

It can be tough to get your direct mail past the receptionist or another gatekeeper when you are trying to contact a professional or executive-level prospect. In this copywriting hot seat, John gives ...

Stan Dahl gives advice on how to set a starting point for tracking your results. Stan’s comments: You’ve obviously got a lot of ideas; you’re not going to try them all next week. ...

John Carlton asks how to determine what a hot prospect is worth. How much you can pay for a ready-to-buy lead: John’s comments: Are you doing any type of tell-a-friend type of thing? ...

John critiques a headline that has a lot of stuff jammed into it.  The letter is for a practice development product for dentists. Headline:  “Who else wants to discover the magical secrets of ...

In this video clip, John Carlton puts a financial consultant on the hot seat and helps him define the niche for a new ebook. John’s advice: You’re not going to be the uber-financial ...