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Let’s count the ”tricks” I pulled out of my bag for this ad: A take-away superscript. (Gone in 11 days.) Instant urgency. Long headline. A compelling “not what you expected” type of headline. This is self-defense …and yet we’re talking about old short guys in the same breath as protecting celebrities. Celebrity names. Used truthfully.
Brian Johnson: This is something that I want to just hit on and you don’t have to be an expert in this. But I think you should be aware of it and be thinking about it as you’re building your marketing campaigns and running your business and. It’s actually to me life cycle to me
Shamus Brown: Well, OK, the first thing you have to do…one reason why you do it, if you have to do it, is because if you have a list, if you have access to some kind of list you can call to, it’s a very fast way to get to sales. That’s why people do
Big dog Joe Polish explains how to get a product out fast: Joe’s comments: You know, there’s a lot you can do. So, I am big on carrying little audios around. One of the very first marketing techniques that I learned from Gary Halbert was the use of a 24-hour free recorded message. So, there
Here is a good example of a “lipstick” letter. The reference is to the old comedy routine of coming home with lipstick on your collar — and obviously dire situation that would crush a normal man. But a top – notch salesmen should be able to talk his way out of anything. Clients come to
Here is the letter I mention in “Kick-Ass Copywriting Secrets” where the personalized headline enraged so many people. I was only trying for a “visceral” connection in the headline — you know, give people’s hot button about vulnerability a gentle rap. Get a reaction.
Boy, did it ever cause a reaction…
You can check out John Carlton’s “Piss Everyone Off and Then Apologize” ad…
… and some of his other top-grossing ads…
… PLUS, get additional commentary and insights from John on this and many more of his best ads.
Learn the background, insights, structure, a persuasion techniques that went into some of the ads that launched John Carlton into the world of copywriting and advertising legends.
And start applying those same techniques to your own sales copy.
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