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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
Most entrepreneurs think they need better tools, better systems, better software, or more training before they can really succeed. But after decades of coaching entrepreneurs and watching top performers work, John Carlton noticed something surprising: the pros usually keep things simple. It’s often the beginners who pile up gadgets, tricks, and complicated strategies while getting
A lot of entrepreneurs spend all their time trying to make the sale… but never stop to think about what’s keeping people from buying in the first place. Sometimes it’s not the offer. It’s not the price. It’s the tiny bit of doubt sitting in the back of a prospect’s mind — the hesitation that
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
Most entrepreneurs think good copy comes from clever words or flashy headlines. But when experienced copywriters look at a sales letter, they often focus on something much smaller… and much more important. A few lines in the wrong place can kill momentum, make your message feel repetitive, and quietly lose the sale before the prospect
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