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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
John Carlton shows how to find your best “unique selling position” to successfully go up against stiff competition. His comments: Your USP should be a pithy little, maximum 2 sentence paragraph (preferably one sentence). What is it that makes you different? What are you offering the reader? Even if you go off on a list
John Carlton explains how the elements of an offer overcome any reluctance on the part of your client or buyer. This is point 13 of John’s Simple Writing System. His comments: What you need here is more like bargain, more than fair price, outrageous value. You can’t say that it is $110 worth of stuff
Carlton shows how to write bullet phrases to sell your product or service. This is point 5 of his Simple Writing System. His comments: OK? That could be a headline. But, as Tony said, using a “how to” headline is a breakthrough for most people…or a bullet, a “how to” explanatory sentence. Yet, when you write
In this video clip, John Carlton explains how your presentation or your products or services needs to grab the attention of your prospect. This is point 13 of his Simple Writing System. His comments: The Headline: Are you trying to take your business from $10 million to $250 million but can’t figure out why you’re not
In an excerpt from the Action Seminar, John Carlton’s panel of expert copywriters critique a participant’s webpage, discussing the merits and limitations of using video for your pitch. Their comments: David Deutsch: Yes, the skepticism is huge. A little credentializing, something that lets me know either he’s unique or what he has to say is
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