Most people think they understand what a USP is… until they try to use it. Then everything gets fuzzy. They either try to sound clever, copy what everyone else is doing, or chase ...
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Most copywriters think they know how to write bullets… until they see what actually makes people stop, lean in, and say “I want this.” The difference isn’t just what you say—it’s how you ...
Most people think getting better at copywriting means learning more formulas, tricks, or templates. But that’s not what really makes your writing stand out. There’s something much simpler—and once you see it, you ...
Most ads don’t fail because the product is bad. They fail because no one cares enough to pay attention. People are busy, distracted, and honestly… a little bored. So your message has to ...
Most copywriters don’t have a writing problem… they have a who-am-I-talking-to problem. And until that’s clear, everything you write feels like a guess. You sit there trying to come up with the right ...
Even some experienced copywriters think good copy is about describing what a product is. So they list features… stack up details… and hope something sticks. But after decades of coaching entrepreneurs, John Carlton ...
Trying to sell to analytical people can feel like you’re speaking the wrong language… like nothing quite lands the way it should. You know your message is solid—but it’s just not connecting. What ...
If you think great testimonials just show up on their own… you’re leaving serious money on the table. In this video clip from one of his copywriting hot seats, John Carlton explains why ...
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