Swipe File Letter: The Financial Bloodbath Caused By Criminal Scum
Gary Halbert gets credit for the headline and concept on this one. I was working with him at the time, in the last days of the Reagan presidency, when the financial markets — and especially the precious metals markets — were causing investors migraines....How to Develop a Great Hook…John Carlton discusses the “One-Legged Golfer” Letter
In this video clip, John explains how he got the hook for one of his most famous letters and how you can do it, too. It is a classic example of how great sales detective work may take some time, but the rewards are worth it. . . The written commentary and link...Copywriting Hotseat Outtake – Crippled, Old-as-Dirt Golfer Ad Commentary
This video has John explaining one of his own golf ads, with emphasis on headlines and the editing process.
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Swipe File Letter: Riding Buck Naked on a Clapped-Out 2 Stroke!
Every so often, one of my clients decides to go cause trouble in a completely new field. The following ad appeared in a niche magazine recently, and caused shock waves throughout the industry. Just like we intended. Most markets out there have never seen this...Joe Polish – The Dirty Little Secrets of Zooming from Obscurity to Wealth and Fame – Scuttlebutt Session
John Carlton calls his marginally-sane friend Joe Polish “Mr. Action Central”, and let me tell you, he earned that title. This is a guy who started out knowing zilch about anything… and very quickly climbed his way up the success ladder… in one...Marketing Hotseat — Launching an Online Business…For Someone Else
Eric teamed up with Ken Goldberg, a successful day trader, to translate Ken’s offline boutique consulting business to an online membership site which will be marketed to the masses. They started a model portfolio the previous June which has returned about 140%...Swipe File Letter: The Nearly-Crippled Businessman
Here is an early self-defense letter, which struck a major nerve in the customer base for this market. It’s run every year for the last decade in the major magazines, and mailed even more often to hot lists. The appeal is simple and to the point:...Marketing Hot Seat: Copywriter Looking to Increase Her Income
Lisa is a copywriter who specializes in press releases. She charges $750 per release. She needs to increase her income. They tell her that she has to reinvent her services, because there is not a great future in $750 press releases. They force her to...Swipe File Letter: Secrets Revealed
Every market in existence has inside secrets. Yes, even yours, no matter what business you’re in. There are secrets to French cooking, carpentry, scoring high in math tests, playing piano and becoming an astronaut. Also cleaning carpets,...
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