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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,
John Carlton explains the benefits of a great guarantee and return policy. His comments: Remember what the guarantee does it knocks fence sitters off. Because in most of your markets you have to be dealing with a rabid element, and it better be the majority of your market, or at least the responsive part. You’re
John Carlton shows how basic street-level salesmanship can help you quickly bond with even hostile audiences. His comments: This is a good example of shallow knowledge. I was in a bar in Virginia City during biker week. They have them quite frequently. Bikers come in from all over the country to go up there and
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