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Most marketers know about Paul Hartunian. He’s a fire-breathing genius at public relations — especially getting millions of dollars worth of it… for free. Paul’s been interviewed, oh, about a thousand times (including stints on The Tonight Show and national radio) about PR… but John Carlton has always been more interested in the subtle “secrets
When every marketing dollar counts, you can’t afford to cast your line in the ocean and wait for a bite. With database marketing, you can lure your best prospects and customers into your own private pond (database) and reel them in at your leisure using the most cost-effective database marketing techniques. What makes “database marketing”
Negotiation isn’t just about numbers—it’s about strategy, preparation, and understanding your goals. In this episode, we sit down with Aaron Winter to dive deep into the art of negotiation. Aaron shares a surprising perspective: the best negotiators avoid getting into formal negotiations altogether. Learn how to prepare, evaluate opportunity costs, and leverage your network to
Get all of John Carlton’s most successful ads here >> John Carlton’s Best Ads… and The Stories Behind Them This is one of my favorite examples of a “bonding” letter. By that, I mean there are deliberate elements here that help a targeted audience identify with the information. The cover letter (“Please Read This First”)
If you don’t grab your prospects at the very beginning of your copy, you have lost them, and have lost a sale, because chances are good that they won’t be back. A lot of copywriters start their copy with a lot of blah, blah, blah that really is not compelling. Which is why they say
This hot seat has John’s official testimonial-getter, Mark Landstrom, explaining how to get great testimonials. The discussion includes the fundamentals of sales detective work, and bonding with clients and prospects. Mark explains how to get the client’s confidence so he will tell you the truth. He always gives the client the right to preview the
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