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Most businesses have a guarantee, but too often, it’s just a formality—it’s there because everyone else has one rather than as a genuine tool to remove every last ounce of doubt. The real secret to boosting sales is not about offering a guarantee. It’s about offering a guarantee that makes the decision seem risk-free to
Get all of John Carlton’s most successful ads here >> John Carlton’s Best Ads… and The Stories Behind Them I believe this is the piece where I introduced the “four ball guarantee”. It’s very simple: Watch the instructional video, go out to the driving range, line up four balls and hit them… and if you
In this deep-dive conversation, John Carlton pulls back the curtain on what really makes copy convert—beyond formulas and templates. He shares hard-won lessons on salesmanship, storytelling, and how to write with emotional impact. You’ll hear how great copy often starts with an unexpected hook, why most ads fail to follow through on their promises, and
Do you know what it is that pushes your prospect’s hot buttons? What they are really interested in? What they talk about when they are with friends, out to lunch, or driving home from work? How to be that one thing they read today that gets their blood boiling? Robert runs a 1031 intermediary company.
In this month’s video training, David breaks down a VSL script he wrote for a blood pressure product. The health market is one of the most competitive, so he has to bring out the big guns for this one. .. ….
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,
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