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John Carlton’s Marketing Hotseat is for Greig, a corporate recruiter who is selling a product that shows people how to find jobs for their friends. John’s comments: You don’t have to get really super involved with this you can…have the whole thing set up. You can create your product from talking to one person, record

John Carlton’s hot seat is for Jack. He is a lawyer who wrote a letter for a client, a doctor who is creating a franchise system to sell a natural product that gives people more energy. In this clip, John tells him how to get started writing a letter. John’s advice: There is a disconnect.

Naming products is a function of lining up your benefits and your features. It is kind of like that way you come down on headlines. John’s comments: You have to decide what is going to work in your market. I brought up things like “kiss your face” and “gee, your hair smells terrific”, and also

The Action Seminar is all about taking action, and John Carlton kicks it off with a discussion about how to set and reach goals–business and personal goals. John’s comments: I want to talk about breaking things down. One of the things you do… let’s talk about…how people would like to be or have been… don’t

In this copywriting hotseat John Carlton says that in order to create effective headlines, think in terms of three benefits. John’s comments: When you are thinking about headlines (this is something I notice a lot in copy that I review), this is not a hard-and-fast rule…think in terms of three’s. Think in terms of three