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Every copywriter wants to find the big breakthrough that makes their marketing more persuasive. But sometimes the difference between copy that connects and copy that gets ignored comes down to something much smaller. A single word can change how people feel about your message before they’ve even finished reading the sentence. In this clip from
For years, entrepreneurs have been taught to focus on their product… their features… their process… and all the “stuff” they sell. But according to John Carlton, that’s usually where things start going wrong. In this clip from his Simple Writing System, John digs into a simple idea that completely changes the way you look at
Why do some ads grab your attention while others make you lose interest almost instantly? It isn’t always because the product is bad or the offer is weak. Sometimes the problem is much simpler, but it’s also something many entrepreneurs and copywriters never notice. In this copywriting hot seat, John Carlton shares a different way
In an excerpt from the Action Seminar, Mike Koenigs describes how to succeed in business by helping other successful businesses. His comments: Here’s the next tip. I call it standing on the shoulders of giants. In a way, that is what Vivian did. She associated her name with other big people. You do have to
Some copy grabs attention and makes people want to buy. Other copy gets ignored, even when the product is great. The difference often comes down to one simple idea that many beginning copywriters miss. In this clip from a copywriting hot seat, John Carlton shares a lesson that can change the way you look at
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
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