This video begins with a sales letter for an ebook on career change. Topics include the use of ellipses as pauses in the copy, targeting your market in your headline, the use of cognitive dissonance to energize the interest of your prospect, and the value of a...
Copywriting Hotseat – Tighten Your Copy and Nichefy
Wally is on the hot seat. He wrote a letter targeted to small business owners that offers them a system that will put their business on autopilot. John explains the thought process he uses when writing and shows Wally how to put more punch into his headline by...
John Carlton’s Best Ads: One-Time-Only Market Test
Get all of John Carlton's most successful ads here >> John Carlton’s Best Ads... and The Stories Behind Them I first learned the "market test" concept from Jay Abraham. He had convinced a major publisher of financial newsletters to offer a dozen of them for,...
John Carlton’s Best Ads: The Amazing Secrets Of A Short, Desperate Nerd From Pomona
Get all of John Carlton's most successful ads here >> John Carlton’s Best Ads... and The Stories Behind Them The book being touted in this ad was written by a nice young Catholic boy who married the first girl he ever kissed. It's true. I couldn't make this...
Dan Kennedy – The Secrets To Success That Scare Most People Half To Death – Scuttlebutt Sessions
A frank discussion between John Carlton and the amazing Dan Kennedy. John & Dan go way back. They've worked on an infomercial together and have spoken at each others seminars multiple times. You always want to hear what Dan has to say about anything... and in this...
Marketing Hotseat — Defining and Reaching Your Prospect
Today's hot seat features a married couple who are middlemen: They bring real estate investors, buyers, and lending institutions together. They bought into this opportunity. The company is not supporting them as promised, so they are forced to do work...
Kickass Copywriting Crash Course – Your Product is Not Your Product
On the hot seat is Kit, an NLP practitioner who wants to set up seminars in companies to help employees deal with stress. John takes her through the basic setup questions... who is your market, what are you selling (not seminars), what is your back-end? He explains...
John Carlton’s Best Ads: Hyper-Effective Cover Letter #2: I Got a Hole-In-One
Get all of John Carlton's most successful ads here >> John Carlton’s Best Ads... and The Stories Behind Them One of the biggest mistakes marketers make... is to get tired of their own advertising before the ads are actually dead. Sometimes, they pull ads...
Copywriting Hotseat – Buying Media and Creating Headlines
There are 2 distinct parts to this hotseat. They start with a discussion of buying and writing newspaper and magazine ads. Ed is selling an ebook for $997. His customer acquisition cost is going up after a year of using this ad campaign. They talk about how to...
John Carlton’s Best Ads: No-Rules Cage Fighter
My clients had roasted the self-defense magazines for years using what we called “down and dirty” print ads — no photos, no graphics, just 3 solid pages of hard-charging copy. Worked like gangbusters, hauling in cash by the barrel load. Then the competition started...
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