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John critiques a headline that has a lot of stuff jammed into it.  The letter is for a practice development product for dentists. Headline:  “Who else wants to discover the magical secrets of earning an extra $39,821 as a dentist in the next 17 days… While working three days a week (or less), enjoying a

In this video clip, John Carlton puts a financial consultant on the hot seat and helps him define the niche for a new ebook. John’s advice: You’re not going to be the uber-financial guy, and that’s not a good thing to be.  What was that financial guy’s name…Cramer? Ramsey? Dave Ramsey.  I was going to

In this clip, taken from a Copywriting Hotseat, John talks about how to call out to your prospect at the beginning of a sales letter, and tells when it may not be necessary… John Carlton’s hot seat is for Scott, who is selling a package that shows people how to get out of debt. His

This piece is taken from a hot seat that John Carlton and Stan Dahl conducted.  Harlan Kilstein is on the hot seat. He is an experienced marketer and copywriter who is trying to generate more revenue in three of his niches. You can watch this on video here: John’s advice: People come in and buy

John Carlton shows why there are job opportunities for skilled writers.  How it is easy to set yourself apart if you can write clearly and concisely. His comments: When you get into advertising and marketing, and you get into this writing, it’s kind of a shock to a lot of people when you say “you’ve