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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 when
In this discussion, David Deutsch interviews Jay Abraham, a renowned business strategist, about his approaches to growth, copywriting, and strategic thinking. Jay emphasizes the importance of leveraging existing assets within a business to maximize results before innovating with new methods. He highlights the power of optimization and strategic thinking, drawing on decades of experience across
This is a copywriting hot seat, but there is very little talk about the actual copy. Margaret is an alternative physician (MD) who wants to sell information on testosterone replacement therapies to men. A massive market, but one with huge, well-financed competitors (ie Reader’s Digest, Prevention and a long list of newsletters published by well-known
Get all of John Carlton’s most successful ads here >> John Carlton’s Best Ads… and The Stories Behind Them I still don’t know why Rodale came to me for a letter to the burgeoning Christian health market. I was the guy who wrote their “sex” letters, and was briefly blacklisted for causing trouble and generally
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 of the smallest and most obscure niche markets in the world. Nevertheless,
This aspect of immutable human nature deserves a chapter all to itself: the desire to get something for nothing. Entire businesses have been built by fulfilling this desire. If you offer a good product or service, whatever you give away can only come back to you—many times multiplied. One of the reasons giving things away
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