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John Carlton gives an analogy to explain the value of testimonials in adding credibility to your message: John’s comments: I want you to as if it is you and one person sitting down. Now, most people, most writers, make the huge mistake of thinking the guy is going to sit back, light a cigar, and

In this marketing hot seat, John Carlton tells how to break into a market with a big splash. It was a technique used by Robert Allen, Jay Abraham, other top marketers. His comments: I think about “what would Jay do”, “what would Gary have done”, things like that. What they would have done was “the

For most entrepreneurs, persuasion feels complicated. They think they need perfect copy, clever tricks, or some kind of “sales talent” they weren’t born with. But the people who naturally hold attention and pull others in usually have something much simpler working for them — they know how to tell stories that make people feel something.

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

There’s a big difference between an offer that sounds “fine”… and one that makes people feel confident enough to buy. Most entrepreneurs spend all their time tweaking prices, bonuses, and guarantees — while completely ignoring the tone and personality behind the pitch. That’s often the part prospects actually respond to. In this clip from a

There’s a big mistake entrepreneurs make when they try to connect with customers… and most of them don’t even realize they’re doing it. They think they’re being empathetic. They think they’re relating. But instead, they end up sounding fake, pushy, or disconnected without meaning to. In this clip, John Carlton cuts right into one of