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In this copywriting hot seat John Carlton shows how to hit the reader right between the eyes–hit what he calls his passionate sweet spot. Click on the arrow to play: John’s advice: When you are doing your sales detection work, think in terms of the money shot.  I talk about this a lot.  The Money

In this copywriting hotseat John Carlton shows how to start with the basic guarantee and use attitude to improve the offer. John’s comments: John: What’s the actual offer? Stan: To buy the book for $27… John: Buy with confidence. For the next 90 days, if for any reason whatsoever you are not satisfied with your

In this copywriting hotseat John Carlton reminds us that we do not know how our prospect thinks or feels. We should not say we do. John’s comments: What do you think about that first sentence? Tell me what you think I think about that first sentence. Come on… We are back to the huckster syndrome?

It can be tough to get your direct mail past the receptionist or another gatekeeper when you are trying to contact a professional or executive-level prospect. In this copywriting hot seat, John gives some tips on how to get your mail into the hands of the person you want to reach: John’s advice: And, of

Stan Dahl gives advice on how to set a starting point for tracking your results. Stan’s comments: You’ve obviously got a lot of ideas; you’re not going to try them all next week. The only advice I would give you is to set up some type of template to start tracking things. Whatever information you

John Carlton asks how to determine what a hot prospect is worth. How much you can pay for a ready-to-buy lead: John’s comments: Are you doing any type of tell-a-friend type of thing? Are you encouraging people to tell their neighbors or their relatives about this? Gary: I have a referral letter that goes out