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John Carlton discusses the qualities of a poorly written advertisement, and shows how every ad contains a story. His comments: The reason we want to talk about story is not so much that it is that every ad has to have a story/ I write a lot of ads that are stories, like “there was
In an excerpt from the Action Seminar, Mike Koenigs describes how to succeed in business by helping other successful businesses. His comments: Here’s the next tip. I call it standing on the shoulders of giants. In a way, that is what Vivian did. She associated her name with other big people. You do have to
John Carlton explains the difference between a product’s features and benefits, and why you need to know the difference. Does anyone not know the difference between features and benefits? I will explain it very briefly, but does anyone not know the difference? A feature is the heft, the weight, the physical “thingness” of whatever it
John Carlton explains why knowing ‘the company line’ is not enough to market a product successfully. You have to dig down to the real reasons people buy. His comments: In the detective work you do, you must get past the company line. As a freelancer, I know that the company line is the guy who
John Carlton explains how high-paid professional copywriters compete to have the “winning” ad for large clients. John’s comments: Dave asked a question earlier, and, just to clarify, he asked what a control was. It’s a question that could easily get left by the wayside. The big mailers like Rodale never mail just one piece. They
John Carlton explains how the best in a field uses fewer tools. His comments: And it wasn’t a retro thing he was talking about. He was talking about all the pros he knew only had a few tools. It was the rookies that had all the big stuff. It’s kind of like golf. You know,
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