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If your business feels busy—but not moving—this conversation will hit close to home. Most owners know they should be making smarter decisions about hiring, growth, and priorities… but they’re stuck reacting instead of steering. And that’s usually not a people problem, a money problem, or a time problem. It’s something much more fundamental—and far more
Most business owners say they have a plan—but what they really have is a wish. In this clip from John Carlton’s Action Seminar, veteran business coach Brian Johnson explains why “big goals” without a realistic path often lead to frustration, stalled growth, or outright failure. Drawing on decades of experience, he shows how many companies
It is more important than ever to build your marketing on a solid foundation of the marketing basics. Maximize every element in the traditional “marketing mix”—product, price, place and promotion—and make sure they’re in tune with the new marketing realities. In addition, in this chapter you’ll find two important new marketing “P’s”: personnel and process.
I struggled for years to get Rodale to use personalization in a letter. My other clients found that personalizing a letter boosted response by as much as 30% — a very significant increase to the bottom line. Working with large mailers, you are pitted against other top writers on every mailing. There’s only room for
In this segment, John finishes with the USP and discusses the offer and guarantee. He tells how to create a USP when you can’t think of anything unique about your business, and discusses the biggest problem new copywriters have. He goes on to talk about client management… different ways to get paid, holding your ground
Lorrie Morgan is a successful copywriter who is looking for ways to solidify her brand and expand into new areas. This is a wide-ranging discussion and there will be something for everyone. Lorrie has a couple of ideas about what she might want to do to expand her business: She asked about what was involved
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